Marketing Fundamentals
MGT 6360 | 2 Credits
This course covers basic marketing principles and prepares students for the in-depth training they will receive in their subsequent coursework. Effective implementation of marketing concepts requires knowledge of key relationships between internal (company) and external (competitors and customers) environments and how they are influenced by the marketing mix (product management, pricing, distribution channels and promotion strategy). Students are challenged to apply the principles they learn in class to current, real-world marketing situations.

Consumer Behavior
MGT 6462 | 2 Credits
At its basic premise, marketing is an attempt to influence consumers toward a purchasing act (and oftentimes a non-act). This course seeks to provide insights into consumer pedagogies (e.g., psychology, sociology, social psychology) used in developing effective marketing strategies. In addition to learning how a deeper appreciation of consumer behavior analysis can inform the design of effective marketing, you will also gain a better understanding of yourself as a participant in marketing influence. Assignments include readings, cases, written case reports, and group projects.

Advanced Marketing Management
MGT 6466 | 2 Credits
Marketing is the business function that is charged with generating profits by providing value to customers and to stakeholders. Marketing managers must identify and measure customers' needs and wants, select the most appropriate customer targets, and then develop marketing programs that satisfy the customers' needs. The objective of the course, therefore, is to develop a way of thinking through realistic business situations to answer the following questions - which customers should be served, what is the optimal product bundle for these customers, and how the two are to be brought together. To address this, this course introduces advanced topics in marketing management. You will learn about the elements of the marketing mix and the frameworks and principles that can be leveraged to help you refine your approach to marketing. The primary thrust of this course involves applying those frameworks and principles to marketing problems.

New Product Development
MGT 6467 | 2 Credits
The new product development process is examined from idea to launch, covering elements such as idea generation and screening to market scoping and testing. As part of the course, students will collaborate in teams to work on a simulated new product development project. Multiple marketing techniques will be applied, including user surveying and interviewing, concept testing, conjoint analysis, market sizing, adoption rate modeling, and others.

Statistics for Marketing
MGT 6469 | 2 Credits
Sound marketing planning is based on analytics, and this course provides the statistical foundation necessary for marketers as they decide what data are required to solve a given problem, as well as how to acquire and analyze it. Students will learn the fundamentals of descriptive and inferential statistics using SPSS, a common software tool used in industry. This course is the first of the four-course Master of Marketing analytics sequence.

Marketing Communications: Advertising and Social Media
MGT 6460 | 2 Credits
This course covers the overall communications strategy with prime emphasis on the role of advertising and theories of how advertising works. Typical topics covered include targeting, creative strategy, media strategy, including an emphasis on social media, budgeting, setting communications objectives, and advertising agency management. Assignments include readings, cases, written case reports, and advertising group projects.

Consumer Insights for Marketing Decision Making
MGT 6461 | 2 Credits
This course is designed to provide an overview of marketing research and its use in making effective marketing decisions. The course emphasizes two things that are very relevant for a marketing manager: (1) how to evaluate the design of research studies to assess whether the results are valid and meaningful, and (2) how to analyze and interpret qualitative market research data for marketing decision making. We examine a variety of marketing research techniques including focus groups, observation, in-depth interviews, and survey design. This course provides students with “hands-on” experiences conducting actual research relevant to real-world issues.

Digital Marketing Strategy
MGT 6565 | 2 Credits
This course covers how to develop and implement a digital marketing strategy. Topics include understanding the customer experience, building a platform, creating a content strategy, digital marketing vehicles, and digital analytics. The course includes industry expert guest speakers. Students will earn certification in Google Analytics as part of this course. Assignments include readings and individual assignments, culminating in a group project where teams develop and present a digital marketing strategy for an organization of their choosing.

Marketing Practicum
MGT 6563 | 2 Credits
The marketing practicum course involves the development of a complete marketing strategy for a particular company product or brand. Students will access feedback from the client company, prioritize and develop recommendations, and further develop links between their proposed strategies and implementation plans. Students will also focus on the development of both oral and written presentation skills.

Quantitative Analysis for Marketing Decision-Making
MGT 6463 | 2 Credits
The broad objective of this course is to provide a fundamental understanding of the quantitative marketing research methods employed by well-managed firms. The course is aimed at the manager who is the ultimate user of the research and is thus responsible for determining the scope and direction of research conducted. In the course, we will cover different types of research designs, techniques of data collection, and data analysis. Emphasis will be on the interpretation and use of results rather than on mathematical derivations. The course focuses on helping managers recognize the role of systematic information gathering and analysis in making marketing decisions, in addition to developing an appreciation for the potential contributions and limitations of marketing research data.

Selling Strategy: Promotions, Persuasion, and Public Relations
MGT 6464 | 2 Credits
This course equips students with the tools necessary to craft an effective integrated strategy for the promotion of goods and services. Students will learn about the variety of consumer and trade-oriented sales promotions available to marketers and how to design such promotions for maximum sales as well as branding impact. The course will also consider how business success can be facilitated by a strong sales effort. To this end, the course will cover the role of selling in the broader marketing plan, as well as principles of successful selling. Sales promotion and selling are the two main foci of the course, but other integrated marketing communications tools will be covered including public relations, direct marketing, sponsorships, and merchandising. Although the principles of effective advertising are exclusively covered in MGT 6460, this course will cover optimal strategies for the integration of sales promotion and advertising, with particular focus on the life cycle of the brand.

Pricing Strategies
MGT 6568 | 2 Credits
Considers the theory and practice of setting prices. We will bring together economic frameworks and models of consumer behavior to analyze different pricing frameworks (e.g., value pricing, cost-plus) and tactics (segmentation, bundling). Pricing examples from various industries and legal aspects of pricing will also be discussed.

Developing the Marketing Plan
MGT 6569 | 1 Credit
A marketing plan is a document that specifies the tools a firm is using to implement its marketing strategy. Students will learn what goes into a marketing plan, as well as how to craft the plan for maximal impact.

Brand Management
MGT 6468 | 2 Credits
A business thrives or withers as a function of the health and success of its brands. This course will give students the tools to develop and execute effective brand strategies in the aim of building and maintaining strong brands that endure over time, and that can withstand competitive threats. Emphasis will be given to category management, and students will learn how to develop and position product lines, when (and when not) to pursue brand extensions, and the principles of creating, preserving, and leveraging brand equity.

Marketing Strategy
MGT 6560 | 2 Credits
This course will help you build and defend a great business. A strong business leader has to make smart, strategic marketing decisions, create and present a plan to get people on board, and then execute. You will learn about all of these steps in the course, as we review a range of topics including marketing fundamentals, new business strategy, established business strategy, brand portfolio strategy, and more. In doing so, we will build on the core marketing course and other marketing classes, in addition to introducing new concepts. The course is a challenging course. In particular, the simulation requires substantial time commitment. However, it will prove to be a valuable learning experience; the material will help you analyze and understand businesses, develop and gain support for your marketing strategies and ultimately deliver strong results.

Directed Study: Filling the Marketing Toolbox
MGT 6567 | 2 Credits
This directed study will allow students to focus on developing the specific skills that they will need to excel in the jobs they will take after graduation, and to develop their resumes. Students may choose to hone their skills within the context of an internship, or to define the parameters of an independent study that will help them differentiate themselves in the labor market. Students will submit project proposals as well as progress reports to the instructor throughout the mod, then turn in a paper that describes their research and findings, as well as do a class presentation.

Experiential Learning Requirement
MGT 6570 | 0 Credits
An internship or project is one of our experiential learning options, which is a requirement for the MMark degree. This requirement must be satisfied while students are enrolled in the MMark program and may be started as soon as students begin their Marketing Fundamentals class. An internship with a company, as well as working on one’s own venture, and self-employment, all qualify for the Experiential Learning Requirement. Note that however students choose to fulfill the requirement, it is expected to be the equivalent of a semester long commitment, and students’ maximum weekly hours cannot exceed 20 (in most cases the hourly commitment will be substantially lower). International students should check with the International Student & Scholar Services office to make sure that their chosen activity satisfies requirements, and all students will work with a faculty advisor to ensure that their planned activities will fulfill the requirement from a curricular perspective. The purpose of the requirement is for Owen students to have the opportunity to explore career paths firsthand, to put into practice what they have learned from their coursework, as well as to strengthen their candidacy for post-MMark roles. This is especially helpful for students without a business background. For those with mitigating circumstances who might not be able to fulfill this requirement, a waiver process administered by the Office of Academic & Student Affairs is in place. Students that do not report their experiential learning through the Career Management Center tracking system or complete the waiver process will have a registration hold placed on their account.