Prerequisites

MGQM W700 or MBA 620; and MBA 660

Course Credits

3.00

Description

This course explores the role of research in marketing decision-making, including the cost and value of information. The course uses cases and problems to explore problem definition, research design, sampling, questionnaire design, field methods, data analysis and reporting.

Term Offered

Course Types

MBA Marketing

Prerequisites

MBA 660

Course Credits

3.00

Description

This course is designed to provide you with both a sound theoretical and an applied approach to developing and implementing marketing strategy at multiple levels of the organization - corporate, division, strategic business unit, and product. Special emphasis will be placed on dealing with contemporary marketing issues in the highly competitive global environment. The course presen- tation will combine lectures, case studies, guest speakers, and a semester-long, team-based project.

Term Offered

Course Types

MBA Marketing

Prerequisites

MBA 660

Course Credits

3.00

Description

This course addresses the role of the sales manager in today's challenging business environ- ment. As such, the course includes an understand- ing of direct sales, as well as all facets of sales management such as recruitment, compensa- tion, and management of a sales force. The core of activity is lecture and case study.

Term Offered

Course Types

MBA Marketing

Prerequisites

MBA 660

Course Credits

3.00

Description

The course focuses on the unique challenges of managing services and delivering quality service to customers. The attraction, retention, and building of strong customer relationships through quality service (and services) are at the heart of the course content. The course is equally applic- able to organizations whose core product is service (e.g., banks, transportation companies, hotels, hospitals, educational institutions, pro- fessional services, telecommunications, sporting industry, etc.) and to organizations that depend on service excellence for competitive advantage (e.g., high technology manufacturers, automotive, industrial products, etc.)

Term Offered

Course Types

MBA Marketing

Prerequisites

mba-660;

Course Credits

3.00

Description

While the course focuses on the retail industry, the content of the course is useful for students interested in working for companies that interface with retailers such as manufacturers of consumer products or for students with a general management or entrepreneurial interest. Specific student learning outcomes are to develop an understanding of: - The contribution of retailers to the product value chain. - Consumer motivations, shopping behaivors, and decision processes for evaluating retail offering and purchasing merchandise and services. - Corporate objectives, competitor analysis, and competitive strategy - The traditional bases for segmentation and how segmentation can inform retail strategy. - How retailers differentiate their offering as an element in their corporate strategy. - Factors affecting strategic decisions involving investments in locations, supply chain and information systems, and customer retention programs. - How retailer's communicate with their customers. - Tactics (pricing, merchandise assortment, store management, visual merchandising, customer service) for extracting profitfrom a retail offering

Term Offered

Course Types

MBA Marketing

Prerequisites

MBA-660;

Course Credits

3.00

Description

The objective of this course is to familiarize students with new product techniques that are commonly used in the consumer product and service industries. The focus will be on the marketing function?s input to the new product process during the pre-launch and launch stages. The course will cover a wide range of issues such as market definition, concept generation and evaluation, product design, product positioning, test marketing, and product launch and tracking. The course will be based on lectures, case discussions, and project assignments. The lectures will provide an overview and cover issues included in the assigned readings. It is essential that you are familiar with the readings before every class. The case discusion (student participation is vital here) will provde an application setting to test the concepts learned in the lectures. The project assignments are designed to give you hands-on-experience with new product development tools and techniques.

Term Offered

Course Types

MBA Marketing

Prerequisites

TAKE MBA-660;

Course Credits

3.00

Description

Social media are establishing themselves as a legitimate part of the marketing strategy of firms. They offer businesses new opportunties for injecting brands in consumers' lives, engaging customers in value co-creation and dissemination, building brands, and fostering community. At the same time they offer consumers new platforms to assert themselves against companies and brands. How do firms manage in this fast evolving, technology enhanced, networked environment? In this course we will focus on five issues: The transformation of markets (TV, Music); new models for framing marketing practices on social media (Inbound marketing, hybrid promotion); social media strategy for implementing marketing programs including segmentation, targeting, consumer engagement, and branding; metrics for measuring social media ROI; and the strategies for maintaining and ceding control. Naturally, student projects and assignments will use social media tools including blogs and wikis.

Term Offered

Course Types

MBA Marketing

Prerequisites

MBA 660

Course Credits

3.00- 3.50

Description

A student proposes a directed study project, generally for three credit hours and completed during one semester. The student and faculty advisor must concur on a written proposal and final report, and the project must be approved by the Office of the Dean prior to registration.

Term Offered

Course Types

MBA Marketing

Prerequisites

Requires completion of MBA core courses and instructor's approval

Course Credits

3.00

Description

A semester long internship in a company, non-profit organization, or public agency in the Boston Metropolitan area, usually requiring the equivalent of at least one day per week on site. The internship project is described in a written proposal agreed upon by the company sponsor and faculty members. The intern must complete a mid semester progress report, a final report and/or presentation.

Term Offered

Course Types

MBA Marketing