Course Descriptions - Department of Marketing - Stillman School of Business


course descriptions - graduate

BMBA 9104 (Hub 4) or BMKT 6603 (or equivalent) is a prerequisite for all other BMKT courses.

BMBA 9104 Human Interaction and Market Orientation (Hub 4)

This course offers an integrative environment in which the students will be able to develop skills to analyze strategic management and marketing problems, to develop appropriate solutions, and to implement them. This course provides (1) an overview of theories and behavioral and social science approaches to more effective management of complex organizations; and (2) an overview of the marketing management process to better understand buyers and buying behavior and more effectively manage the delivery of value to an organization’s stakeholders. Course offered every spring term, beginning in the spring of 2001 and other semesters, as appropriate. 4 credits.

BMBA 9307 Cases in Strategic Marketing (crosslisted with BMKT 7633)

This course incorporates current developments in marketing strategic thinking to further acquaint students with the present day challenges of marketing activities. This course provides an opportunity to further develop an understanding of the scope, importance, and process of marketing as a system. Through practical illustrations, the course forwards a deeper understanding of the development and evaluation of marketing plans, strategies, and action programs. Prerequisites: BMBA 9101, 9102, 9103 and 9104. Offered: Summer. 2 credits

BMKT 6603 Marketing Strategies

The marketing management process: identifying marketing opportunities, researching and selecting target markets, designing the marketing mix (product or service, price, distribution and promotional strategies), and planning, implementing and controlling the marketing effort. Strategic managerial decision making that harmonizes the firm’s objectives and resources with needs and opportunities in the marketplace. Emphasis on ethics and the utilization of new media and information technologies in strategic marketing. Offered: Fall. 3 credits

BMKT 7607 Sports Marketing (See also BSPM 7607)

A strategic marketing examination of the sports industry. Sports events as marketing vehicles for corporations and brands, including licensing, merchandising, sponsorships and seasonal ticketing. The application of relationship marketing and database marketing
to the sports industry. Offered: Fall. 3 credits.

BMKT 7611 Marketing Research

Marketing research procedure: the systematic collection, analysis,
interpretation and reporting of data that enable marketing executives to make better decisions. Techniques of marketing research, including problem definition, research design, sampling, measurement and questionnaire construction, data collection and analysis and report preparation. Ethical considerations in collecting data from consumers, including respondents’ rights of anonymity, privacy and access to information about the study. The applications of emerging information technologies in marketing research. Offered: Spring. 3 credits.

BMKT 7617 International Marketing

The socio-cultural, economic, legal, technological and political implications for international marketing decisions. The development of global product or service, promotion, price and distribution strategies in the context of the firm’s objectives and resources. Foreign-market entry strategies and business measures that companies must undertake in order to meet effectively the challenges of operating globally. Offered: Fall, Spring. 3 credits.

BMKT 7619 Sales Management

A managerial approach to the organization’s sales function. Topics include sales personnel recruitment, training, motivation, evaluation and compensation, account and territory development, and sales ethics. Emphasis on the sales manager’s role in forecasting and planning, developing sales budgets and quotas, controlling and measuring sales performance, and integrating sales with the firm’s promotional and distribution strategies. Offered: Spring. 3 credits.

BMKT 7620 New Product Planning and Development

A comprehensive overview of the product planning and development process. Strategic planning and organizing for product development, product idea generation, technical and economic screening of product ideas, product concept testing, product development, product use testing, and market testing. These techniques are examined in the context of corporate entrepreneurship, social responsibility and the dynamic technological environment. Offered: Spring. 3 credits.

BMKT 7621 Marketing Channels and Logistics

The channels of distribution that facilitate the flow of goods from the manufacturer to the consumer, including such marketing intermediaries as retailers, wholesalers, brokers, manufacturers’ representatives, sales agents and transportation companies. Channel design objectives and alternatives, the development of integrated distribution systems, and the effects of channel decisions on pricing, promotion and targeting strategies. Not Offered 2001-2002. 3 credits.

BMKT 7623 Retail Operations and Strategies

The retail structure in the U.S. in relation to manufacturers, and the management, organization and operating problems of retail firms. The legal, cultural and social retailing environment; analysis of American shoppers and retail trends, store location determination, buying and merchandising functions, and store design, service and operation. The role of technology in the emergence of virtual shopping and other forms of non-store retailing. Not Offered 2001-2002. 3 credits

BMKT 7625 Business-To-Business Marketing

Strategies used in business-to-business transactions and the
distinctions and similarities between industrial and consumer
marketing. Importance of the industrial buyer and the role of
industrial marketing research in understanding these consumers.
The management of the procurement process in terms of both the
purchasing department and the entire company, with an emphasis
on interdepartmental relationships and corporate resources and
objectives. Offered: Fall. 3 credits.

BMKT 7627 Consumer Behavior and the Marketing Mix

The behavior that consumers display in searching for, purchasing and using products and services is applied to market segmentation and targeting, product or service positioning, and implementing pricing, distribution and promotional strategies. Psychological, social, cultural and demographic factors that impact buying decisions and also uncover consumer needs and marketing opportunities. The application of consumer behavior to international markets, not-for-profit services, consumer protection and public policy issues, and new marketing media. Offered: Fall. 3 credits.

BMKT 7629 Advertising Strategy

The role of advertising in the firm’s marketing mix with an emphasis on the planning, execution and control of advertising strategies. Market segmentation, brand imaging, positioning, advertising concept development and media planning and buying. These subjects are examined in the context of the agency-client relationship and the regulatory, societal, ethical and technological environment in which advertisers operate. Offered Fall, Spring. 3 credits.

BMKT 7633 Cases in Strategic Marketing (crosslisted with BMBA 9307)

BMKT 7640 Corporate Branding Strategies

Today’s companies must develop effective branding strategies for their products and services, as well as identify strategies for their organizations. This course focuses on the strategic essentials of creating strong brands, brand management strategy, and strategies for building corporate brands. The topics covered include: what constitutes a strong “brand” (from both marketing and legal perspectives); using brand personalities and cultures to create customer value and loyalty; strategies for building brand equity through positioning; brand leveraging strategies (e.g. brand extensions) and brand alliances (e.g. co-branding); building and maintaining strong cohesive corporate identities; building brand identities around mergers and acquisitions; and turnaround measures for floundering brands. This course includes lectures, case analyses and at least one guest lecturer. Students will be required to analyze a given corporate branding strategy on the basis of the material covered. Offered: Spring. 3 credits

BMKT 9600 Services Marketing Symposium

Improving service quality through a better understanding of
customers’ needs. Topics include implementing a corporate
service culture, understanding how customers evaluate service
quality, developing service quality standards and integrating
them into the firm’s operations, managing the service encounter,
customer retention measures, promotional strategies, and
managing service demand and capacity to achieve operational
efficiency and lower costs. The role of self-service technologies in
improving service quality and developing new service offerings.
Prerequisites: BMKT 6603 and permission of instructor. Offered:
TBA. 3 credits.

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