We only have admissions for starting in January of each year.
MKT 412: Marketing Technology and Analytics
Collection and analysis of information from the web, including web-based surveys, web analytics, online communities, blog scraping, and web spiders.
MKT 805: Marketing Management
Strategic and decision-making aspects of marketing functions. Analysis, coordination, execution of marketing programs. Development of strategies and tactics. Segmentation, marketing mix, market response modeling, and ethics in a global context.
MKT 806: Marketing Analysis
Analysis of data gathered for strategic and tactical marketing decisions from a variety of sources. Traditional and internet marketing research methods, statistical analysis software, sales forecasting, data mining techniques, scanner data and analysis, Web site traffic metrics and analysis.
MKT 807: Customer Driven Strategies
Theories and models of consumer and business buyer behavior. Research tools that organizations use to listen to the voice of the customer. Use of qualitative data in formulating marketing strategies. Market orientation, segmentation, customer value based pricing, personal selling and sales management, branding, customer satisfaction measurement, and developing customer loyalty.
MKT 810: Innovating and Launching Products and Services
New product and service management for competitive-intensive firms. Creating new product and services ideas using voice of customer as well as creative-inventive paradigms. Managing cross-functional teams. Developing and implementing innovation strategies. New product development regimes, service architecture approaches and launch strategies. Decision making in the context of innovation.
MKT 819: Advanced Marketing Research
Advanced quantitative methods for marketing research for market segmentation and consumer choice using multivariate statistics, including perceptual mapping, multiple regression, cluster analysis, multidimensional scaling, discriminant analysis, conjoint analysis, and factor analysis.
MKT 859: Marketing Research Practicum
Supervised research practicum. Design, execution, analysis, and presentation of a marketing research project.
MKT 861: Marketing Research Strategy and Analysis
Design, management, and integration of market research into marketing management and decision structures. Interrelationships between marketing information structures and knowledge management within the firm and business intelligence. Design, implementation, and analysis to achieve effective and efficient marketing decisions and operations.
MKT 865: Secondary, Archival Data and Panel Design & Analysis
The identification, sourcing, validation and use of secondary and archival data in marketing research. Sources of secondary data from public and private collections, as well as application of make-buy-both research design strategies in meeting client requirements for accuracy, power, speed and cost. These data sources, for example census datasets, are accessed and used in simulated research settings. Hands on assembly of repetitive secondary data into panel designs permits combinations of cross-sectional-timeseries analyses, as natural quasi-experiments as well as traditional analyses.
MKT 890: Internship in Marketing Research
Supervised professional internship in marketing research.
MKT 890: Project Management
Management of marketing research projects. Management of project scope, time and costs. Planning and control of projects. Program and portfolio management. Consulting issues for effective project management.
MKT 890: Written and Oral Communication
Fundamentals of effective writing as applied to marketing research reports. Emphasis is placed on developing skills in organization, clarity, and mechanics. All written reports during the MSMR program will be graded as a part of this course.
