MKTG 6001
Strategic Marketing in the Digital Age
3 Credits
The course focuses on helping you design, compose, and implement marketing management strategies and policies. The course provides you with a systematic framework about how new technologies will change business with an insistence that strategy drive tactics, and with a measurement (research) mindset. You will compose and design a marketing plan as a major learning outcome in this course.
MGMT 6003
New Product Management
3 Credits
This course introduces you to the role and responsibilities of a product manager in a retail/e-commerce-intensive product or service company. You will be able to explain the standard processes, tools, and techniques for successful new product design, including building and managing a product roadmap, understanding customers’ needs, prioritizing developing and feature requests, evaluating trade-offs, and making commercial launch decisions based on research and entrepreneurial creativity.
MKTG 6111
Marketing Research
3 Credits
This course introduces you to the methodologies and procedures used in marketing research to gather market and customer insights. You will learn how to choose the best research methodologies to address specific marketing problems, how to construct studies for maximum insight, and how to critically evaluate research findings to make sound strategic business decisions. The course discusses both qualitative and quantitative approaches. The course is directed toward graduate students pursuing/expanding careers in product and brand management, consulting, digital analytics, marketing research, and product development and innovation. By the end of the course, you will report (communicate) data-driven decisions via strategic planning.
MGMT 6004
Product Innovation & Design
3 Credits
You learn how to think like an entrepreneur and customer experience designer. You investigate value-creation activities in the manufacturing and service sectors. There is a focus on a human-centered design process, including topics such as concept generation, designing for inclusivity, service design, and industrial design. An outcome of this course is your applying universal design principles to a new commercial good or service prototype.
MKTG 6200
Strategic Brand Management
3 Credits
This course examines the product management process from the perspective of a brand manager. You learn how to plan, implement, and report brand marketing programs through integrated marketing communications and brand associations to build brand equity for goods and services, including digital e-commerce sites.
MKTG 6002
Product Development and Production
3 Credits
In this course, you engage in both creative and critical thinking. You will refine an idea for a physical product, or service, by focusing on a target customer's needs. Using the Business Model Canvas, you will list your initial assumptions about all aspects of product development, from value propositions to pricing. You will then create a low-cost consumer product prototype and validate it through customer/market research. You will develop a business model for that product using the Business Model Canvas, then build and test prototypes to gain actionable customer feedback.
MKTG 6005
Product Management Technology Strategy
3 Credits
The purpose of this course is to provide you with an understanding of when and how to launch a technological innovation, how to formulate an innovative strategy, and how to prepare for commercial launches. A key outcome of this course is a strategic plan for executing a go-to-market strategy for new products (including services and digital commerce).
MKTG 6711
Digital Marketing
3 Credits
This course aims to equip you with a thorough understanding of digital marketing, which involves cloud-based web development and the advertising of products and services. You will discover how to utilize online channels effectively to engage both existing and potential customers. You will gain expertise in designing and implementing successful marketing strategies, including creating campaigns, acquiring users, digital advertising, content marketing, retention strategies, and search engine optimization (SEO). Alongside these vital topics, you will create an interactive e-commerce website with commercial potential using a cloud-based platform like Wix. Furthermore, you will master the art of analyzing relevant metrics to enhance your marketing efforts.
MKTG 6006
Services Marketing
3 Credits
Unlike manufacturing, services are processes that involve customers in their production. This calls for a whole new method of analyzing producer-consumer interactions. Services account for an overwhelming percent of the U.S. GDP and its non-farm jobs, yet they are rarely studied as a separate subject. This course studies the nature of services as products, including their pricing, promotion, and placement strategies. You will learn how to design techniques including empathy mapping, service blueprinting, and customer journey mapping. You will also earn a certificate in Foundations of UX Design from Google as a key outcome of this course.
MKTG 7000
New Product Management Capstone
3 Credits
The capstone course focuses on having you successfully apply critical thinking and creative, entrepreneurial skills. You will use marketing research and universal design principles to construct and launch a new product, including a good, service, or digital e-commerce site, for a commercial, or non-profit, organization.
