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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 Sequence

Course Title Credit Hours Weeks of Instruction
MKT 500 Strategic Marketing 3 5
MKT 510 Corporate Marketing Practices 3 5
MKT 520 Marketing Research 3 5
MKT 530 Consumer and Audience Behavior 3 5
MKT 540 Strategic Brand Management 3 5
MKT 550 Advertising 3 5
MKT 560 Creative Marketing and Message Strategy 3 5
MKT 570 Internet Marketing and New Media 3 5
MKT 580 Integrated Marketing Communications 3 5
MKT 585 Assessing Marketing Performance 3 5
MKT 590 Strategic Management 3 5
MKT 600 Emerging Marketing Theory and Practice 3 5
  Total 36 60


Course Descriptions:

MKT 500 Strategic Marketing (3 credits)

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 Corporate Marketing Practices (3 credits)

Drawing from the strategic focus introduced in the first module, topics covered in Corporate Marketing Practices will include sales management, new product development, existing product management, pricing, packaging, channel management, learning the “language” of marketing, customer relationship management, and project management. This course will emphasize the development of marketing skills that will aid in the implementation of these marketing tactics. The integration of sales and marketing grounded in systems theory will provide learners with a holistic perspective of corporate marketing.

MKT 520 Marketing Research (3 credits)

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)

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)

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 550 Advertising (3 credits)

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 560 Creative Marketing and Message Strategy (3 credits)

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 Internet Marketing and New Media (3 credits)

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 580 Integrated Marketing Communications (3 credits)

This course is designed to develop the students’ understanding of the relationship between the marketing strategy and the communication mix. IMC practices strategically link consistent brand reinforcement and data-driven, targeted communication to all stakeholders. Marketing professionals understand that promotion of a product or service includes the delivery of effective messaging to each type of stakeholder; this fundamental strategy is applied as students learn to develop an effective communications mix. Students will understand why IMC is effective in businesses and will recognize the importance of identifying IMC strategies for different kinds of organizations, their target markets, and their stakeholders. The integrated marketing communications role in marketing is explored in a practical way and the relationship among the planning process, creative strategies, and media selection are examined. The public relations function and the roles of advertising agencies are also covered.

MKT 585 Assessing Marketing Performance (3 credits)

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)

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)

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.