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Strategic Marketing - Courses

All students enrolled in the Master of Science in Strategic Marketing program complete the following courses (listed in order):

Course Modules

MKT 500 | Strategic Marketing | 3 credits | 5 wks

This course provides managers with a broad overview of marketing principles for both for profit and nonprofit organizations including an emphasis on customer/client satisfaction and advanced marketing strategies. Graduate learners are given the opportunity to perform a case analysis and to develop a marketing plan using marketing plan software. The course is designed to provide foundations for developing strategic marketing plans. While the marketing process and specific responsibilities of a marketing manager vary across industries and firms, developing a strategic marketing plan involves three main activities: 1) analysis of marketing information; 2) marketing strategy formulation, and 3) implementing strategy through the marketing mix. The course will cover all three areas. The course also emphasizes the concept of branding and its importance to successful strategic marketing.

MKT 510 | Marketing Foundations | 3 credits | 5 wks

Drawing from the “Big Picture” approach to marketing in the first module, this course will lay the foundation for the integrated client project through exploration of vision, mission, and an in depth SWOT analysis. Using a relationship marketing theory approach throughout, additional topics will include business-to-business and nonprofit marketing, internal marketing, sales and marketing integration, pricing strategies, the role of marketing within an organization, and more. The holistic perspective considers marketing strategies through both the eyes of the marketer and the consumer.

MKT 520 | Marketing Research | 3 credits | 5 wks

This course is designed to help students recognize the role of systematic information gathering and analysis in managerial decision making, and to help them develop an appreciation for the potential contributions and limitations of marketing research data whether developed internally or purchased externally. The course is aimed at training students to become the ultimate users of research, responsible for determining the scope and direction of research activities conducted on their behalf. Theoretical and practical aspects of the research process are covered. Key topics covered include fundamentals of research design, measurement issues, questionnaire design, sampling theory, data collection, and entry and the use of statistical analysis.

MKT 530 | Consumer and Audience Behavior | 3 credits | 5 wks

The purpose of this course is to examine the basic concepts underlying consumer behavior with the goal of understanding how these concepts can be applied in developing marketing strategies and customer relationship management. We will apply principles and research from the social sciences (on such topics as attention, memory, motivation, attitudes, decision making, learning, social influences, and culture) to marketing strategies such as segmentation, positioning, and communication.

MKT 540 | Strategic Brand Management | 3 credits | 5 wks

This course will address the strategic importance of branding, provide theories and strategies for building, leveraging, and defending strong brands, and discuss current opportunities and challenges facing brand managers. Particular emphasis is placed on understanding psychological principles at the consumer level that will improve managerial decision-making with respect to brands. The course includes best practices in branding covering a wide range of companies. Attention is given to brand strategy; visual identity, emotional and experiential branding, including organizational branding issues. Also included are frameworks, concepts, methodologies, and tools to manage a branding project.

MKT 560 | Creative Marketing and Message Strategies | 3 credits | 5 wks

This course is designed to provide students with an overview of the creative process as it relates to the development of an overall message, and the application of that message into creative executions. It will look at the various processes that are used in the industry, how these processes apply to not only advertising but all other communication disciplines, and the understanding of what a true central idea is in the development of a creative marketing campaign. In addition, the course aims to assist students to develop creativity and creative problem solving skills to face the challenges in today’s complex and competitive work environment. The course adopts an integrated marketing communication perspective and aims to provide analytical skills useful for the planning, implementation, and evaluation of various elements of the communication mix.

MKT 570 | Strategic Digital Marketing | 3 credits | 5 wks

This course provides a survey of Internet Marketing principles to the marketing practitioner. The class emphasizes hands on learning through case study analysis, and “real life” business applications. The course reinforces foundational marketing principals in the context of internet marketing and other new media. The business impact of this new media and associated technology on marketing strategy is discussed in detail. Class participants will have a working understanding of the terminology, technology and e- Marketing principles that will enable the development and execution of an internet marketing plan.

MKT 550 | Advertising | 3 credits | 5 wks

A broad introduction to advertising: historical roots of advertising; advertising from the viewpoint of clients, advertising agencies, and media; and both the marketing aspects (strategy development; account management) and creative aspects (copywriting; art direction, production, and editing) of advertising. Covers all forms of advertising: print, broadcast, out-of-home, and the latest advertising media such as direct mail and response, cable TV, and internet/interactive. Students also have a practical opportunity to create ads and commercials.

MKT 580 | Public Relations | 3 credits | 5 wks

The role of public relations is crucial in effectively developing an organization’s long-term reputation and image. This course pulls together all of the communication pieces that can be used to influence the firm’s public image and to establish it’s position in the marketplace. Specific content will include identification and nuances of publics, paid advertising versus earned publicity, crisis communications, special events, community relations, internal marketing, blogging, paid social media, media training, the press release and media kit, ethics, and current PR trends across various industries and consumer groups. Students will explore useful tools for PR programs and how to develop a PR plan for their local clients and will integrate it into the larger strategic marketing plan throughout this module.

MKT 585 | Assessing Marketing Performance | 3 credits | 5 wks

This course focuses on assessing the effectiveness and efficiency of marketing efforts from the perspective of an organization’s multiple stakeholders. Emphasis is placed on ensuring alignment of marketing strategies with organizational goals and objectives, establishing measures of effectiveness and efficiency for marketing and advertising initiatives, and creating transparency in reporting marketing results. The intent is to prepare marketers to justify investment in marketing, demonstrate impact, and increase their credibility and influence within an organization.

MKT 590 | Strategic Management | 3 credits | 5 wks

This course examines strategic processes that influence the direction of an organization. Graduate students learn techniques for defining the mission and objectives of an enterprise, understanding competitive forces and industry dynamics, analyzing components of sustained competitive advantage, matching organizational strengths with environmental opportunities, and developing strategies and policies to achieve the organization’s mission and balance the interests of relevant stake holders.

MKT 600 | Emerging Marketing Theory and Practice | 3 credits | 5 wks

This course gives the graduate learner the opportunity to study the most recent research on marketing theory and practice. Graduate learners will have the opportunity to research, present, and discuss leading-edge marketing theory and practices and to interact with faculty and practitioners in a seminar setting.

Total credits: 36

585.594.6024 or GRADBUSINESS@roberts.edu