Master of Business Administration

This course, fully incorporating the global point of view in international marketing, provides a conceptual framework for a managerial approach to the field. Emphasis is placed on the view that international marketing effectiveness requires a strategic understanding. The integration of all relevant trends, facts and markets into an overall framework that allows managers to consider many different markets simultaneously rather than on a country-by-country basis is presented. Numerous examples of international marketing situations faced by actual U.S. and foreign organizations are examined. Issues are tackled from the manager’s point of view and concepts are included that help students address specific international marketing questions.

The focus of this course is on problems dealing with industrial marketing. These include strategic planning, industrial buyer behavior, market selection, vendor-customer relations and the application of the marketing mix to the industrial environment. Case studies and application of marketing concepts are used as managerial tools of analysis and problem solving.

This course provides a framework for the integration of sales and marketing management, while focusing on the goals of the overall marketing organization. Emphasis will be placed on establishing long-run relationships with customers based on ethical considerations, personal selling, customer service and overall sales force management. Attention will be given to both industrial and consumer sales while focusing on sales management practices.

This is the final course in the graduate marketing concentration. It is a review and integration of all marketing concepts, tools and techniques. This course enables students to apply their acquired marketing knowledge and skills to real-world problems and situations. Utilizing the case study method, students analyze business problems from a managerial perspective and suggest practical marketing strategies.

This course will focus on helping students identify a marketing problem, develop a research plan including some basic methods to get information from customers, and master research methods. The degree of learning will range from less detailed problem assessment in the marketing mix and project management to more detailed statistical methods. Concepts and their connection to marketing decisions are emphasized. This course is required for students who are concentrating in marketing.

A study of the motivation and behavior of the individual consumer, the industrial purchaser, the government and institutional buyer; problems and ramifications of entering and operating successfully in the international market; relation and effect of marketing activities to the successful operation of the firm will be covered. Also, consideration of such aspects of the marketing function as pricing, product planning and promotion, market research and analysis is included.

The focus of this course is to build a foundation for students to pursue being a marketing manager who knows how to cope with the marketing complexities of new product development (NPD) and product life cycle management. This foundation will stress accomplishment in utilizing computer-based marketing decision support, case study applications on growing markets and developing teamwork skills.

This course is an introduction to the principles of effective purchasing and supply management. The course provides an understanding of the important role of the Purchasing function in Supply Chain Management, including an overview of the concept of the supply chain. The course’s scope ranges from understanding how effective purchasing management contributes to an organization’s successful performance and the relationship between corporate strategy and purchasing strategy, to the specifics of sound purchasing practice associated with that performance. The issue of electronic procurement is also explored. The principles discussed are applicable to the purchasing operations of all organizations.

Required for the concentration.

This course provides a framework for the marketing of high technology products while focusing on the strategic goals of the organization. Emphasis will be placed on establishing target markets through competitive intelligence and by evaluating current product portfolios, technology platforms, and distribution networks. Attention will be given to new product development, portfolio management, market driven strategy and sales strategy in the industrial, consumer and service sectors.