Examines in greater depth a number of business, managerial, and economic issues related to electronic commerce and electronic business. Focuses specifically on business model innovations and economics of information in the context of electronic commerce and electronic business. Exposure to tools by which consumer behavior is researched and analyzed. Apply insights into consumer behavior to make decisions.
Gain an understanding of the management of the sales function. The importance of the marketing-sales interface will be stressed.
Understand the emerging practice of customer-centric marketing and the role of CRM in firm decision making. Learn techniques that firms can use to manage customer relationships. Learn analytic procedures that support strategic decision making. Learn the typical problems that companies encounter in implementing the CRM strategy.
This course studies the marketing of products or services for resale, for use in producing other goods, and service operations of an enterprise.
Increase the understanding of the important issues in planning and evaluating brand strategies. Provide the appropriate theories, models, and tools to make better branding decisions. Provide a forum for students to apply these principles in a high-tech environment.
Learn the skills to translate management problems into marketing research problems. Gain the ability to analyze problems systematically. Develop critical eyes for marketing research and understand its contributions and limitations. Gain a working “hands-on” experience with the full process of marketing research.
Knowing that a company can take actions that affect its own sales market response models can be used to aid in planning and forecasting. The models are estimated by regression techniques.
Examines issues inherent in product development and product management. These include product strategy, idea generation, market development, product positioning, test marketing, and launched brand management.
Understand the international competitive position of U.S. as well as foreign firms. Develop awareness of the environmental factors affecting international marketing. Understand the similarities and differences of international versus domestic marketing. Provides the knowledge and skills needed for the administration of the international marketing function. Introduce the international dimension of ethics and its complex issues.
*This course is also part of the International Business area.
Learn advertising's most important functions and influences, and specify how it fits into an organization's overall marketing strategy. Recognize the many social, ethical, and legal issues that confront advertisers. Examine the roles, responsibilities, and interactions of the various groups that create, produce, and implement advertising programs. Understand how market segmentation, consumer behavior, branding, and brand positioning relate to the process of creating and placing successful advertisements. Understand the relative advantages and disadvantages of different media options, including print, broadcast, interactive, and supplemental media. Discuss how advertisers evaluate the effectiveness of their advertising programs.
Understand the various components of the online marketing channels at a high level including websites, microsites, and portals. Gain a deeper understanding of various marketing channels including mobile marketing, social media marketing, and email marketing. Understand concepts behind search engine optimization and pay-per-click advertising concepts.
Gain experience in solving marketing problems faced by organizations. Understand marketing and business problems faced by organizations and develop the relevant skills for critically analyzing these problems and providing a tractable solution.