Graduate Courses for Marketing (BUMK)

Schedule of Classes: Fall | Winter | Spring | Summer
(Only current and next semester available)

BUMK 701 Marketing Research Methods (2 credits)
Cannot be repeated for 3 credits.. Prerequisites: BUSI 630 and BUSI 650. Credit will be granted for only one of the following: BMGT 752 or BUMK 701. Formerly BMGT752.
The process of acquiring, classifying and interpreting primary and secondary marketing data needed for intelligent, profitable marketing decisions. Evaluation of the appropriateness of alternative methodologies, such as the inductive, deductive, survey, observational, and experimental. Recent developments in the systematic recording and use of internal and external data needed for marketing decisions.

BUMK 706 Marketing Analysis (2 credits)
Cannot be repeated for 3 credits.. Prerequisite: BUSI 650.
Introduction to modeling tools used to support marketing analysis and decision making. Applications in strategic marketing, marketing segmentation, new product development, sales promotion analysis, pricing, design of marketing mix, sales force allocation, and direct marketing. Spreadsheet driven cases and illustrative readings.

BUMK 711 New Product Marketing (3 credits)
Prerequisite: BUSI 650.
Management of new products and product lines with focus on innovation process, specifically development and launching of new products. Topics include: strategic planning and policy for new products, opportunity analysis, idea generation and concept development, project evaluation, project design and development. Also covered: targeting, positioning, and product decisions; market testing and product launch issues. Emphasis on how product managers can best use concepts and tools.

BUMK 712 Consumer Product Marketing (3 credits)
Prerequisite: BUSI 650.
Focus is on strategy development at product category level. Attention to integrated marketing communications within that Extensive use of primary and secondary data. Analytical skills developed include forecasting, P&L analysis, and product category analysis. Role of the product/brand manager in customer-focused companies examined through a simulation.

BUMK 715 Consumer Behavior (2 credits)
Cannot be repeated for 3 credits. Prerequisite: BUSI650. For Business Majors only. Credit will be granted for only one of the following: BMGT754 or BUMK715. Formerly BMGT754.
Analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework is a buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions. Marketing strategies of leading firms in consumer products, technology, and services (including internet services) are analyzed using a variety of case study formats. Focus is consumer behavior; however, principles can also be applied to the decision-making of business.

BUMK 720 eService (3 credits)
Prerequisite: BUSI 650.
Management of service over electronic networks such as the internet. Focus is increasing revenues through customer acquisition and retention, due to improved service. Topics: leveraging of unique nature of the Internet to improve service, managing customer interface, managing online relationships, and development of e-service in variety of contexts,including government and education. Seminar format fosters active, give-and-take environment. Guest speakers provide contact with relevant business issues. Discussion of current issues in e-service management.

BUMK 731 Business-to-Business Marketing (2 credits)
Cannot be repeated for 3 credits. Prerequisite: BUSI 650.
Focus is large fraction of marketing activity directed at organizational customers (businesses, non-profits and government). Marketing strategies, tactics and analytical tools most relevant when marketing to organizational customers are covered. Readings, cases and term paper contribute to understanding how to build long term buyer/seller relationships. Course is appropriate for anyone interested in understanding relationships between organizations, including vertical strategic alliances.

BUMK 736 Service Marketing (2 credits)
Cannot be repeated for 3 credits. Prerequisite: BUSI 650.
Examines special challenges service marketing poses for managers because of the intangible, heterogeneous nature of the product, and the critical role of customer contact employees in service delivery. Strategies for meeting these challanges are addressed. Topics include 1) customer relationship management, 2) the design and execution of the service delivery process, 3) the development and implementation of employee customer service skills, 4) the measurement and management of critical outcome variables, such as customer satisfaction, customer equity, and customer lifetime value, and 5) the role of emerging technology in customer service.

BUMK 740 Marketing High Technology Products (2 credits)
Cannot be repeated for 3 credits. Prerequisite: BUSI 650.
Examines unique characteristics of marketing in dynamic high technology industries. Explores implications for channel management, product development, and bundling of products and services to develop a unique value proposition.

BUMK 753 Global Marketing (2 credits)
Prerequisite: BUSI650. Cannot be repeated for 3 credits. Credit will be granted for only one of the following: BMGT 753 or BUMK 753. Formerly BMGT753.
The environmental, organizational, and financial aspects of global marketing are covered. It also describes the special marketing research, pricing, channels of distribution, product policy, and communication issues which face U.S. firms doing business in global markets.

BUMK 757 Marketing Strategy (2 credits)
Cannot be repeated for 3 credits. Prerequisite: BUSI 650. Credit will be granted for only one of the following: BMGT 757 or BUMK 757. Formerly BMGT757.
A capstone marketing course. Marketing strategies designed to manage products in selected market segments. Topics covered include competitor analysis, buyer analysis, market segments, and product strengths and weaknesses; product related issues are identified and marketing strategies developed, assessed and implemented.

BUMK 758 Special Topics in Marketing (2-3 credits)
Prerequisite: permission of department. Repeatable to 09 credits. Formerly BMGT798.
Selected advanced topics in the various fields of graduate study in marketing.

BUMK 759 Independent Study in Marketing (1-6 credits)
1 semester hours. Repeatable to 06 credits if content differs. Formerly BMGT708.
Independent study for Masters students in Marketing.