MKT 516: Strtgc Brnd Mngmnt
Graduate 3 credits
Prerequisite: Students must be admitted into one of the College of Business Programs.
Highly interactive course. Hands-on, practical exploration of product, service, and enterprise-wide brand building and management. Course is structured along daily responsibilities and challenges faced by working brand/marketing managers and will provide experience with proven strategies for building successful brands in the competitive marketplace, the decisions and options faced by brand managers, and the tools to effectively manage brands.
Session Class # Section Instructor Days Time Campus Status Notes Session 2 64980 30 Camille Abbruscato Flexible (Online) TBA West (Main Campus) Open×
MKT 565: Consumer Insights
Graduate 3 credits
MBA 505 or MKBMB Student
Marketing is the business function that deals with customers¿ needs and wants. Thus, an essential component of marketing is understanding consumers and to develop a deep understanding of consumers¿ needs and wants, you need to conduct marketing research. Psychological and social science research has produced numerous theoretical and technological advances that offer access to the inner workings of the mind, providing marketers with research tools to more effectively discover and fulfill consumer needs. This course provides an overview of the marketing, psychological, and social science knowledge relevant to consumer behavior and also provides an introduction to research methods for marketers to utilize when pursuing organizational goals. In this course, students will learn about qualitative and quantitative marketing techniques such as how to conduct a focus group, how to conduct high-quality survey research, how to conduct conjoint analysis, and how to use the IAT to develop a deeper understanding of consumers' implicit beliefs.
Session Class # Section Instructor Days Time Campus Status Notes Session 2 65446 30 Stacey Finkelstein Flexible (Online) TBA West (Main Campus) Open×
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