*Required classes of all MBA students
Role of marketing in modern organizations. Introduction to key concepts, such as segmentation and creation of customer value. Survey of frameworks for competitive and market analysis. Tools to help managers make decisions in a range of tactical areas, including product development and positioning, competitive pricing, management of distribution channels, and promotion and communication. Lectures supplemented by discussion of selected cases.
Prerequisite: None
* Under Special Circumstances thiss course may be waived. See MBA catalog.
(3 units)
Note: One (1) and no more than one of the following three (3) courses must be taken by all MBA students.
MKTG. 553. Competitive Marketing Strategy
Strategy development through intensive analysis of a diverse selection of cases from consumer, industrial, and technological markets; product and service businesses; and for-profit and nonprofit sectors. Application of tools, frameworks, and concepts developed in MKTG. 551 to the strategy development process. Students will build a marketing plan as one of the course requirements. Not open to students who have taken MKTG. 555 or MKTG. 557. Prerequisite: MKTG. 551.
(3 units)
MKTG. 555. Competitive Marketing Strategy: Technology
Strategy development through intensive analysis of a diverse selection of cases from high-technology contexts with an emphasis on business to business marketing. Application of tools, frameworks, and concepts developed in MKTG. 551 to the strategy development process. Students build a marketing plan as one of the course requirements. Not open to students who have taken MKTG. 553 or MKTG. 557.
Prerequisite: MKTG. 551.
(3 units)
MKTG. 557. Competitive Marketing Strategy: Food & Biotech
Strategy development through intensive analysis of a diverse selection of cases drawn primarily from agribusiness applications, including the marketing of food products, forestry and fishery products, and products and sciences consumed by the agribusiness sector. Application of tools, frameworks, and concepts developed in MKTG. 551 to the strategy development process. Students build a marketing plan as one of the course requirements. Not open to students who have taken MKTG. 553 or MKTG. 555.
Prerequisite: MKTG. 551.
(3 units)
Note: The following courses are offered as and/or as part of a concentration.
MKTG. 562. Services Marketing
Examination of marketing issues unique to the growing service sector, including distinctive features of services, segmentation and positioning, demand management, consumer satisfaction, quality, and productivity. Each student works with a service organization to prepare a marketing audit or marketing plan.
Prerequisite: MKTG. 551.
(3 units)
MKTG. 564. International Marketing
Application of marketing management and strategy to gaining competitiveness in global markets. Market penetration via exports, joint ventures, alliances, and worldwide marketing operations. Appreciation of the economic, political, and cultural environments of foreign markets.
Prerequisite: MKTG. 551.
(3 units)
MKTG. 566. Small Business Entrepreneurship
Evaluation of venture ideas and the conversion of these ideas into viable ventures. Discussion of cases, lectures, and presentations by guest lecturers who have played a role in starting new enterprises (e.g., bankers, attorneys, entrepreneurs). Development of a five-year business plan for a new enterprise.
Prerequisite: MKTG. 551.
(3 units)
MKTG. 568. Marketing Research
The application of research methodology to the solving of marketing problems and the application of marketing research to management thinking. Research design and data analysis.
Prerequisite: MKTG. 551.
(3 units)
MKTG. 572. Product Market Planning and Strategy
The strategic decision of product and market selection and the role of innovation in light of a firm's objectives. Introduction to the decision process for the
management of new products and analytic tools to aid the product manager at different phases of the decision process.
Prerequisite: MKTG. 551.
(3 units)
MKTG. 574. Sales Management
The principles of effective selling and the management of salespersons. Relationship of the sales function within the organization.
Prerequisite: MKTG. 551.
(3 units)
MKTG. 578. Marketing Information Systems
Focus on the use of information technology as a component in the development of marketing strategy. Students learn how to design, maintain, and organize a marketing information system (keys). Emphasis on the analysis of secondary marketing research information, how keys can be a competitive weapon, and how it can be used as a tool to achieve better customer service. Lab fee required.
Prerequisite: MKTG. 551.
(3 units)
MKTG. 582. Customer Behavior
Focuses on how to assess customer behavior; translates this knowledge into better marketing strategies. Topics include customer satisfaction/dissatisfaction (CS/D); assessing the role of quality, TQM, cycle time, value, and relationship marketing in creating CS/D; decision influences on customers such as motivation, perception, knowledge, attitude, and culture on customer decision making; innovation and diffusion. Appropriate for students interested in consumer, service, high-tech, or not-for-profit marketing. Student project major part of course.
Prerequisite: MKTG. 551.
(3 units)
MKTG. 584. Advertising Management
The role of advertising in marketing. The communication process, the definition of advertising objectives, strategy formulation, budgeting, media selection, copy testing, and evaluation of advertising result.
Prerequisite: MKTG. 551.
(3 units)
MKTG. 697. Practical Training
See Practical Training (Page 38) for further details. (I unit)
MKTG. 698. Independent Study
(3 units)
MKTG. 699. Master's Thesis
(3 units)
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