This course provides discussions about a broad range of topics related to the marketing field, its functions, and institutional structure at the macro level, as well as an analysis of marketing strategies and policies at the micro level such as managing the creation, pricing, promotion, and distribution of goods and services, including special attention to consumers? needs while maintaining firms? profitability. In addition, it includes issues related to the psychological, social, cultural, and environmental factors influencing marketing decisions at the business and consumer level.
This course is an advanced study of marketing policy and decision-making based upon a consumer orientation, innovation and creative adaptation to change, the cultural implication of marketing activities, and the role of theory in marketing. It investigates how marketing affects overall corporate and business decisions and gives students an opportunity to look at high-level strategic marketing decisions in product planning, promotion pricing, and distribution.
This course will focus on examining the determinants and motivations in charitable giving with an emphasis on applying the findings in a professional context for fundraisers and other relevant professionals. The course aims to provide students with a clear understanding of the role of marketing in a non-profit setting, including its impact on fundraising, client services, government relations, and volunteer management.
The consumption process is key to understanding motivation, perception and decision making of consumers around the world. This course examines psychological, cultural, social and contextual influences on the consumption process and equips students with tools useful for increasing customer satisfaction.
This multidisciplinary course in the area of business is designed to 1) introduce the student to ethics examination on the basis of a scientific (in the analysis) and managerial (in the decision-making) approach to individual and organizational problems involving ethics; 2) review key ethical concepts and frameworks for the study of morality normative ethics justice and economic distribution, the nature of the business and the corporations, ethical issues in the workplace and the moral choices facing employees, consumers and the environment; 3) examine key ethical problems in business of our time, such as the current mortgage and financial crisis, fraud in online and offline commerce, and emerging problems in international management and cross-cultural marketing.
Topics of this course encompass the entire research process from formulating research problem(s) and determining research design to analyzing and interpreting data to help managers and researchers gain actionable information that will lead to intelligent decisions. Techniques for determining a problem or research issue are examined along with the proper methodologies and techniques for collecting and analyzing data. Computer statistical analysis techniques and programs are explored. Also stressed is the proper use of data in the decision-making process as well as written and oral communication of research output.
This course focuses on the vital role services play in the economy and its future. It shows how the advanced economies of the world are now dominated by service(s), and virtually all companies, including those traditionally known as manufacturers, view services as critical to retaining their consumers today and in the future and surviving in the marketplace. Students will be exposed to state-of-the-art services management and marketing.
Health care is a dynamic industry and continues to undergo dramatic reform and transformation. Within this fast-changing environment, there are several trends that demand organizations to be effective marketers and to provide value to stakeholders, including patients. This course looks at contemporary trends in health care services including the increasing involvement of consumers in the health care process and the access to e-information, the impact of interactive technology, and the emphasis on the need for transparency within the medical professional, but also the privacy of medical records, as well as increasing competition and the shifting and reshaping of the health care landscape. Collectively and independently, these factors reinforce the relevance of marketing theory, practice, and research in the context of health care services.
This course explains how strategic business communication has changed due to the rise of social media and equips students with relevant knowledge and skills to develop business communication strategies that incorporate social media and cutting-edge consumer-to-consumer social interactions. Since social media is heavily technology-driven, the course will also cover related aspects of electronic and mobile commerce and marketing.
The primary objective of this course is to explore the various tools for generating marketing insights from empirical data. This course focuses on measurement and evaluation of marketing assets, identifying patterns within the consumer/market data, and the use of various techniques (such as regression and experiments) to optimize marketing campaigns. Students will be expected to analyze data and draw insights that can be used for taking marketing decisions.
This course aims at enhancing students' learning of international competitiveness theory and practice in order to expand their view of international business and improve their assessment of foreign opportunities and challenges. Thus, the course is designed to 1) provide broad coverage of topics and issues around the concepts and practices in international competitiveness, and 2) enhance students' understanding and application of competitive tools in business through the stages of learning: Information, knowledge, and critical thinking, and 3) utilize the Resource - Advantage theory to integrate knowledge in the area of international competitiveness.
The main objective of the course is to enhance students' knowledge and application of Hispanic marketing theory and practice in order to expand and complete their view of marketing in general and improve their assessment of business opportunities and challenges in Hispanic markets. The course includes 1) a brief overview of the definition of the Hispanic consumer, Hispanic market, and Hispanic marketing; 2) a structured analysis of Hispanic consumers, Hispanic markets and Hispanic marketing, including the role of culture and language, the process of acculturation, cultural drivers of Hispanic marketing, and issues of Hispanic research; 3) a profile of Hispanic businesses, the evolution of Hispanic marketing and the future of Hispanic marketing
A study of historical and current thought in marketing theory and practice. This course has variable content and the course may be repeated for credit.
