Lifelong Learning for a Brighter World

3 students standing in front of an agile project management scrum task board 3 students standing in front of an agile project management scrum task board

Advanced Strategic Marketing Techniques

Elevate your marketing. Enhance your strategy.

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Course Descriptions

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MKT 301 Brand Management (3 Units)

This course is designed to immerse students in the world of business management through the portal of a brand. Brand management is the art and science of creating and maintaining differentiation as a means of sustained long-term competitive advantage for a company. To do this, students will learn how to engage the operational groups of an organization to deliver on the brand promise from the perspective of a general manager. This course will bring together the disciplines of product development, pricing strategy, customer management, channel strategy, integrated communication, and innovation as the building blocks of a strong brand.

MKT 302 Marketing Financials (3 Units)

The purpose of this course is to bridge the gap in thinking and language between “number-crunching” finance professionals and customer-centric marketers. Seen as an interdisciplinary specialization between Marketing and Finance, this course will train students to understand how marketing actions drive financial performance throughout the organization. Common marketing situations will be assessed including, but not limited to, profit dynamics, product mix management, new product forecasting, breakeven analysis, promotion profitability, distribution, and customer lifetime value assessments. A particular focus will be made on the external environment and the tools a marketer will utilize to maximize financial performance and customer value for the organization.

MKT 303 International Marketing (3 Units)

This course introduces the basic principles of international marketing. Some of the major concepts include an overview of international marketing; social, cultural, political, and legal environments; international market-entry opportunities; planning and managing market entry strategies and products; global distribution and pricing; international promotion, sales, and negotiation; and international market planning. The course will further aim to advance the concepts of international marketing through an application-based approach to analysis, planning, and execution of international marketing strategies.

MKT 304 Innovative Marketing Strategies (3 Units)

This course is designed to introduce marketing strategy. The focus of the course will be on the role of marketing strategy in society and its relevance to the firm, organization, and individual. The course will provide the student with the opportunity to learn the concepts and theories of the subject area and to apply this knowledge in a systematic and logical manner. Key models that support strategic marketing decisions in the areas of segmentation, new product development, communication, and pricing will be presented. An analysis of the external environment which will provide structure and methodology to strategy and help assess changes, trends, threats, and opportunities will comprise the first part of the course. The second part of the course is designed to help marketers work towards achieving a sustainable competitive advantage. The third part of the course will help marketers understand how to create business strategies with a customer orientation. The final part of the course will outline theoretical considerations for selecting market target(s) for the firm's product and/or services and the development of the marketing mix (product, price, promotion, distribution).

MKT 305 Marketing Analytics (3 Units)

This course introduces students to advanced marketing techniques designed to measure, manage, and maximize the marketing performance of an organization. Focused on the notion of turning insights into actions, students will be exposed to the tools that can better assess trends, analyze preferences, and help predict favorable outcomes for the business and the consumer. Data mining, predictive analytics, regression analysis, and visualization of findings will be introduced through discussions and cases to give the student “hands on experience” with timely, in-depth consumer, competitor and environmental information.