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Marketing Courses
MKT U70loo Research Methods I: Design
2 hours plus conference; 3 credits
This course introduces the basic methodological approaches to a scientific investigation: surveys, experiments, and observation. Empirical marketing investigations representative of each approach are discussed and evaluated. Students prepare formal research proposals in which alternative methodological approaches are specified in detail.
MKT U702oo Research Methods II : Qualitative Research in Marketing
2 hours plus conference; 3 credits
Field-oriented qualitative research techniques currently employed in marketing research are explored in this course, with particular emphasis on focus-group and individual interviewing procedures. During fieldwork, students will acquire experience using these and other qualitative methods to formulate middle-range marketing theory.
MKT U703oo Research Method III: Quantitative Research in Marketing
2 hours plus conference; 3 credits
Interdependence analysis techniques (e.g., factor analysis, cluster analysis, LISREL) will be studied. Students will create and use data sets and learn how to interpret output. Application of each technique for analysis of various types of problems and data will be studied.
MKT U715oo The History of Marketing Thought
2 hours plus conference; 3 credits
This course will analytically examine the paradigms that have influenced marketing through its development as an academic discipline. The roots of marketing in the functionalist and institutionalist schools and its relationship to economics will be discussed.
MKT U730oo Channels of Distribution
2 hours plus conference; 3 credits
This course examines the various channels of distribution through which goods flow from manufacturer to final user, including distributors, wholesalers, retailers, brokers, manufacturers' representatives, sales agents, etc. It examines the effects of channel decisions on other components of the marketing mix (e.g., pricing and product decisions, promotion, and target consumers).
Prerequisite: MKT 9703
MKT U1001o Practicum- New Product Planning and Development
2 hours plus conference; 3 credits
This course is designed to provide students with a comprehensive exposure to the techniques of product planning and development, including a team approach to product idea generation, concept development, technical and economic screening, and product concept testing and commercialization, including the development of business and marketing plans.
Prerequisite: Permission of instructor
MKT U812oo Studies in Marketing Research
2 hours plus conference; 3 credits
Topics include planning research as an aid to marketing management, administration and reporting of professional Marketing research projects, and criteria for evaluation. Students will examine and evaluate actual reports and . undertake real or simulated projects.
Prerequisite: Previous course work in marketing research or the equivalent
MKT U815oo The Process and Diffusion of Innovation in Marketing
2 hours plus conference; 3 credits
This course concentrates on the conceptual and methodological issues associated with the creation and diffusion of innovations. Students will be exposed to literature on product/service concept development and evaluation and to research focusing on obstacles to the successful diffusion of innovations.
MKT U880oo Seminar in Current Marketing Problems
2 hours plus conference; 3 credits
Critical analysis of current problems, issues, and development; the relationship between marketing functions, processes, and institutions and changes in the general social and economic environment.
Prerequisite: 9 credits of graduate work in marketing or special departmental permission
MKT U881oo Seminar in Marketing Theory
2 hours plus conference; 3 credits
Examination of formulated marketing theory, problems confronted in developing a theoretical foundation for marketing, theories of interdisciplinary approaches to the marketing area, and the utility of marketing theory.
Prerequisite: 9 credits of graduate work in marketing or special s departmental permission
MKT U882oo Seminar in Marketing Strategy
2 hours plus conference; 3 credits
Formulation of overall marketing plans and strategies, operation coordination of product planning, channel decisions, pricing, promotion, selling, marketing research and distribution cost control, and problems in developing marketing campaigns and programs.
Prerequisite: 12 credits of graduate work in marketing or special departmental permission
MKT U885oo Seminar in Buyer Behavior
2 hours plus conference; 3 credits
The two-fold objective of this course is to help students gain in-depth understanding in such areas of consumer behavior as memory, learning, attitude, and information processing and to offer a metatheoretical perspective on buyer behavior. The course will address the role of consumer research in marketing theory, the appropriateness of consumer behavior as a basic paradigm for marketing, philosophical trends in consumer behavior, and the use of behavioral approaches to the study of marketing relationships.
MKT U888oo Selected Topics in Marketing
2 hours plus conference; 3 credits
This seminar serves as the capstone course in the marketing Ph.D. specialization. Organized around the comprehensive examination, this course will focus on primary theoretical and methodological issues in the sub disciplines of marketing, with particular attention to recent research.
