Courses

MBA Core Course

 

411 Marketing Management

Principles of market-driven managerial decision making: consumer, competitor, and company analysis, market segmentation, definition of target markets, and product positioning. Management of marketing function: product and pricing decisions, channels of distribution, marketing communications

MBA Elective Courses

 

260A Customer Assessment and Analytics

Decision-oriented course concerned with marketing research and data-driven marketing analytics. Detailed hands-on understanding of market research methodologies used in strategic assessment of customer perceptions and preferences. Extensive use of case studies.

260B Marketing Strategy and Planning

Development of framework for strategic marketing planning based on customer behavior, market segmentation, product positioning, product life cycle, market responsiveness, and competitive reaction. Within this framework, development of key elements in annual marketing process. 

261A Sales and Channel Management

Study of problems in management of sales and distribution channels. Issues of personal selling, account management, determining sales force size, organization, and compensation plans. Coverage of channel selection, conflict, power, and control. Extensive use of case studies.

261B Global Marketing Management

Requisite: course 411.

Analysis of opportunities, distinctive characteristics, and emerging trends in foreign markets, including exploration of alternative methods and strategies for entering foreign markets; organizational planning and control; impact of social, cultural, economic, and political differences; and problems of adapting American marketing concepts and methods.

262 Price Policies

Requisites: courses 405, 411.

Consideration of environment of pricing decision -- costs, customer, channels, competition, and regulation. Analysis of when and how to apply specific pricing strategies, including two-part tariffs, quantity discounts, product differentiation, bundling, and auctions.

263A Consumer Behavior

Requisite: course 411.

Study of nature and determinants of consumer behavior. Emphasis on influence of sociopsychological factors such as personality, small groups, demographic variables, social class, and culture on formation of consumers' attitudes, consumption, and purchasing behavior. 

265 Brand Management

Requisite: course 411.

Introduction to considerations in development, implementation, and management of brands. Discussion of challenges to creating and maintaining strong brands. Topics include building brand knowledge and identities, marketing mix and brands, brand architectures, and brand equity. 

266A New Product Development

Requisite: course 411.

Examination of new product development (NPD) process with objective of learning key tools and methods and applying them to case studies, exercises, and course project. Products viewed through three lenses: quantifiable rational attributes, appeal due to emotional characteristics, and cost/technology/competitive tradeoffs. NPD process also investigated through five key phases: ideation, concept generation and selection, detailed design, prototyping and testing, and ramp-up and product launch. Coverage of mass customization, parallel prototyping, cost reduction, and creativity.

266B Advertising and Marketing

Requisite: course 411.

Detailed study of decisions regarding media and forms of advertising and marketing communications to develop integrated strategies. Review of use and effectiveness of advertising and communication tools. Evaluation of advertising and promotional policies from development through implementation

267 Digital One-to-One Marketing

Requisites: courses 402, 411.

Use of notion of customer life cycle as organizing principle and application to digital one-to-one marketing context. Frameworks and analytical tools for interacting with customers and learning about their preferences as they evolve through four stages of customer life cycle: (1) customer acquisition, (2) initial post-promotion purchasing, (3) mid-maturity purchase and transaction behavior, and (4) customer attrition or switchover to other product lines

298D Web Marketing & Analytics

298D R Data Analysis

MSBA Elective Courses

 

MGMTMSA 401 R Programming Essentials (2 units)

Basics of R programming language as required to succeed as data scientists. Emphasis on how to extend language by function programming and package development. Introduction to scientific document creation and reproducible research in R environment. 

MGMTMSA 406 Prescriptive Models and Data Analytics (4 units)

Fundamental tools in data analytics, including experimental design and analysis, regression analysis, and model design, and how to implement these approaches using statistical analysis package R. 

MGMTMSA 404 Business Fundamentals for Analytics

Application of economic, financial, and marketing principles to key management decisions within organizations. Analytical tools for better understanding of external business environment in which organizations operate.

MGMTMSA 410 Customer Analytics (4 units)

Analysis of customer data to make better marketing decisions using real-world cases, exercises, and projects to aggregate theories, frameworks, and methods. Estimation of demand-side models that describe, understand, and estimate aspects of consumers' decision-making process. Introduction to marketing-mix models and consumer-choice models.

EMBA Courses

 

472A Marketing Strategy and Policy

Strategic marketing decisions, including development of marketing objectives and strategies and implementation of these strategies through pricing, channel, promotion, and new product decisions.

478 Digital Marketing

478 Brand Management

478 Customer Assessment

Ph.D. Courses

 

201A Probability, Statistics, and Computational Methods for Econometrics

Introduction to probabilistic, statistical, and computational tools needed for applied researchers in business fields. Probability theory, modes of convergence, hypothesis testing, Bayesian inference, R programming, linear algebra, numerical optimization, simulation methods, numerical integration.

201B Theory and Application of Regression Analysis

Recommended requisite: course 201A

Introduction to general regression analysis. Linear model, maximum likelihood and asymptotic tests, endogeneity, instrumental variables, differences-in-differences, regression-discontinuity design, propensity score matching, limited dependent variable models, introduction to panel data.

246 Theory in Marketing

Serves as mechanism to introduce students to development of marketing thought. Issues pertaining to general topic of theory development and testing. Prepares students for conducting theoretically grounded research in marketing. 

247 Research in Marketing Management

Study of research issues associated with marketing management decisions. Recent research in areas of strategic marketing, market segmentation, new product development and introduction, pricing strategies, channel policy, promotion decisions, and sales force management examined critically. Review of both quantitative and behavioral approaches to studying these issues. 

248 Quantitative Research In Marketing

Students are assumed to have good background in marketing principles and to be familiar with probability, statistics, mathematical programming, and econometrics. Review of a range of quantitative models as applied in marketing research.

249 Behavioral Research In Marketing

Designed for Ph.D. students who are conducting research in consumer behavior or related areas. Empirical research in consumer behavior surveyed and critically evaluated from theoretical as well as practical perspectives.

269E Special Research Topics In Marketing

Advanced selected topics in marketing, with emphasis on thorough examination of one or two topics in current research and theory.

207ABC Workshop: Marketing

Required of all students during first two years of their Ph.D. work. Series consists of number of leading scholars in marketing and related disciplines who make presentations to marketing faculty and Ph.D. students. Active participation and intellectual interchange that helps students gain richer perspective on field of marketing.

298D Introduction to Statistics

MEMES Electives

 

273-1 Innovations in Sports Marketing

Examination in depth of current issues in entertainment, media, and sports. Topics vary. 

273-2  Entertainment Finance (2 units)

273-3 The Music Industry (2 units)

273 Examining the Video Game Industry

298D Making Creativity Profitable

298D Digital Marketing Strategy

298D Digital Business

298D Agony and Ecstasy - Sports Entertainment

298D Sports Marketing Management

298D Managing Disruptive Technologies and Business Models

298D Sports Management

298D Entertainment Marketing

298D Entertainment Law

298D Entertainment Strategy

298D Entertainment Business Model

298D Content Creation in the Digital Age

298D Intellectual Property: Law and Strategy