The principles of marketing to include marketing?s role in society and the firm, the marketing concept, market segmentation, and target marketing. Emphasis on buyer behavior, market measurement, and elements of the marketing mix.
Introduces fundamental aspects of marketing: how organizations discover and translate target audiences’ needs and wants into strategies for providing compelling value propositions that maximize organizational objectives. Builds upon these foundations to provide an understanding of the objectives and typical marketing strategies of organizations and to develop skills in applying the analytical concepts and tools of marketing to such decisions as branding, pricing, distribution, and promotion and how to monitor performance continually.
Application of research methods for enhancing managerial decision-making in marketing. It orients the participants about each stage of the research process including problem definition, research design, design implementation, data collection and analysis, and reporting the findings. The course includes the use of multivariate research methodology and computer software specific to marketing problems in customer analysis, market segmentation, market forecasting, and product positioning and attribute preference research.
Pre-Requisites: MKT510
Assist students in developing skills in the creative and systematic use of marketing concepts and strategies in the design and evaluation of strategic plans. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course develops knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices like which businesses and segments to compete in, how to allocate resources across businesses, segments, and elements of the marketing mix. Product life cycle (PLC) serves as the central organizing theme of the course. It will explore issues such as designing optimal strategies for the launch of new products, accelerating the revenue during the growth phase, sustaining profitability during the maturity phase, and managing a business during the inevitable decline phase.
Develops skills, knowledge, and cultural sensitivity necessary to market successfully in an international environment. It differentiates between global and multi-national approaches to all elements of the marketing mix. Issues of globalization, standardization, inter-market segments in the context of product development, pricing, distribution, communication, and segmentation in global markets are discussed. Major emphasis is on the application of marketing principles in the multinational environment and the cultural influences that require adaptation of strategies in diverse markets. Covers ethical and cross-cultural nuances in marketing to developed and developing economies as well.
Examines why consumers behave the way that they do. Introduces basic concepts and principles in consumer/buyer behavior, decision processes and behavior of individuals and organizations as they relate to the purchase and consumption of goods and services. Covers topics related to customer’s psychological processes (e.g., motivation, perception and attitudes, decision-making) and their impact on marketing (e.g., demographics and segmentation, branding, customer satisfaction). Examines social and psychological influences on purchasing decisions, emphasizing their implications for marketing strategy. Also covers concepts and relevant psychological and sociological theories of the behavioral sciences, research methods, and applications in marketing management.
Pre-Requisites: MKT510 Or MKT510
Analysis of the marketing communications process as it relates to the design and implementation of persuasive communications with current and potential customers. Consideration of the full range of contacts between organizations and markets, message and media factors, and program performance evaluation. Prerequisite: MKT 513
Analysis of the dynamics of marketing channel relationships among firms working together to deliver goods and services to markets. Consideration of problems, opportunities, and managerial requirements of building and maintaining supply chain relationships with other firms consistent with marketing strategy. Prerequisite: MKT 513 or equivalent
Develops skills necessary to manage companies in an increasingly service-oriented and technology-driven economy. Gives an insight into customer loyalty principles and interventions – including customer experience design and implementation of customer management program and in understanding customer loyalty drivers and their impact on growth and profitability. Consideration of demand management, customer portfolios, and frameworks to understand and position services in highly competitive markets is also included.
Pre-Requisites: MKT510
Focuses on the development and implementation of relationship marketing strategies via the use of CRM initiatives. Students will learn to apply CRM processes for managing the relationships with potential and current customers. Topics covered in the course include relationship marketing, role of CRM in marketing management, and reasons for CRM implementation failure.
Deals with concepts and theories that underpin digital marketing approaches and their relationship to conventional marketing. It helps in understanding the role of new digital and social media marketing within the growth strategies of both mature and new companies. The course introduces forces that drive consumer behavior in the digital economy through developing practical skills relating to digital and data-driven marketing, leveraging large data generated as a by-product of electronic interactions and its critical analysis and evaluation. Teaches also how to develop capacity to test and measure various social media marketing evaluations for businesses to gain significant advantage in the domestic and international marketplace.
An introduction to marketing concepts, theories, strategies, and practices essential for entrepreneurial ventures; how Entrepreneurial Marketing is instrumental in creating, growing, and managing new ventures, and in developing, launching, and managing new products and services. provides marketing toolkit to create value and successfully survive and thrive in an ever challenging and increasingly uncertain market environment. offers a comprehensive overview of the various aspects of marketing in entrepreneurial settings, marketing research, opportunity exploration,creation, segmentation and targeting, new product development, product positioning, branding, customer acquisition and retention, entrepreneurial pricing strategies, entrepreneurial distribution strategies, and entrepreneurial promotion strategies.
Addresses the importance of organizations being market-driven and customer focused and presents current theories and practices of marketing management. The course examines the topics of new product development, marketing resource allocation and competitive strategy. Deals with the formulation of strategic marketing as a key element of overall organization plans and policies. Focuses on balancing market opportunities and threats with resources available and alternative responses, including analysis of markets, product, promotion, distribution and pricing strategies.
A research proposal must be submitted in writing by the student and be approved by the supervising faculty member and the MBA Chairman prior to registration. The student is required to conduct a research study in the area of marketing that is business related and adheres to all elements of sound business research. The study methods and findings must be presented orally and in writing in a manner that is consistent with acceptable standards of research communication. Prerequisites: MKT 513, MKT 512