main navigation
my pace

600

MAR 620 Consumer and Organization Buying Behavior

Course Description: Explains how to apply concepts and techniques from the behavioral sciences (psychology, sociology, anthropology, economics and marketing research) to marketing management. Case studies are used to develop application skills.

3 credits

Prerequisites

Pre-requisite for MAR 620 ( Course : MBA 642 . Minimum Grade of C. )

MAR 620 Consumer and Organization Buying Behavior

Course Description: Explains how to apply concepts and techniques from the behavioral sciences (psychology, sociology, anthropology, economics and marketing research) to marketing management. Case studies are used to develop application skills.

3 credits

Prerequisites

Pre-requisite for MAR 620 ( Course : MBA 642 . Minimum Grade of C. )

MAR 635 Business Research and Survey Methodology

Course Description: Examines the use of research as a tool for decision-making. Topics include: defining information needs, value of information, scientific method, exploratory research, questionnaire construction, sample design, field work, editing, tabulation, report writing and presentation.

3 credits

Prerequisites

Pre-requisite for MAR 635 ( Course : MBA 646 . Minimum Grade of C. ) or (Course : MBA 628 . Minimum Grade of C. ) and (Course : MBA 642 . Minimum Grade of C. ) or (Course : MBA 622 . Minimum Grade of C. ) or (Course : BUS 507 . Minimum Grade of C. )

MAR 640 Sales Management

Course Description: Covers the objectives, strategies and critical factors in managing a sales force. Topics include: organizing, recruiting, selecting, training, compensation, motivation, supervising and monitoring the sales force. Extensive use is made of case studies.

3 credits

MAR 641 Business to Business Marketing

Course Description: Examines the differentiating aspects of industrial (business to business) marketing and how to develop appropriate strategies. Covers the topics of marketing management from this point of view of business markets. Extensive use is made of case studies.

3 credits

Prerequisites

Pre-requisite for MAR 645 ( Course : MBA 642 . Minimum Grade of C. )

MAR 643 Interactive and Direct Marketing

Course Description: Presents the use, application and theory of direct response marketing in the context of integrated marketing communications and new electronic media. Examines and evaluates direct marketing financial models for their strategic and tactical applications. Presents interactive marketing techniques and technologies and emerging metrics of global e-business. Requires students to develop strategic interactive marketing campaigns for business-to-business and/or business-to-consumer markets for traditional and electronic marketplaces.

3 credits

Prerequisites

MBA 622 Minimum Grade of C or MBA 642 Minimum Grade of C

MAR 643 Interactive and Direct Marketing

Course Description: Presents the use, application and theory of direct response marketing in the context of integrated marketing communications and new electronic media. Examines and evaluates direct marketing financial models for their strategic and tactical applications. Presents interactive marketing techniques and technologies and emerging metrics of global e-business. Requires students to develop strategic interactive marketing campaigns for business-to-business and/or business-to-consumer markets for traditional and electronic marketplaces.

3 credits

Prerequisites

MBA 622 Minimum Grade of C or MBA 642 Minimum Grade of C

MAR 644 Customer Relationship Management

Course Description: Focuses on customer relationship management (CRM) and the customer-driven, market-based management practices that enable a business to attract, satisfy, and retain customers profitably. Explores the proper use of CRM to more accurately evaluate the market place, evaluate competitors and their positioning, and determine the lifetime value of the customer. Focuses on techniques to track market conditions, market performance, and competition and develop superior customer solutions via benchmarking, customer analysis and value creation. Incorporates literature from academic and professional sources including current journal articles, white papers, case studies and software that focus on CRM issues. Classroom focus is primarily on case analysis and discussion.

3 credits

Prerequisites

MBA 622 Minimum Grade of C

MAR 645 Advertising and Sales Promotion

Course Description: Applies advertising and sales promotion, the most visible elements of the promotion function, to achievement of marketing management objectives. Topics include: objectives, targets, budgets, media, themes, measurement and research. Students are required to prepare promotion plans for existing or new products or services.

3 credits

Prerequisites

Pre-requisite for MAR 645 ( Course : MBA 642 . Minimum Grade of C. )

MAR 645 Advertising and Sales Promotion

Course Description: Applies advertising and sales promotion, the most visible elements of the promotion function, to achievement of marketing management objectives. Topics include: objectives, targets, budgets, media, themes, measurement and research. Students are required to prepare promotion plans for existing or new products or services.

3 credits

Prerequisites

Pre-requisite for MAR 645 ( Course : MBA 642 . Minimum Grade of C. )

MAR 646 Social Media and Mobile Marketing Strategies

Course Description:This course builds on student skills in integrated, marketing communications by examining the role of social media and mobile communications as potential components of a campaign. Students will learn to research and write a situation analysis incorporating research in the digital arena, segment and target for digital strategies and understand consumer behavior and advertising responses to social media and mobile communications. Students will explore social media and mobile platforms, social media and mobile communication strategies, SMS communications, mobile web sites and mobile search will successfully integrate digital with traditional media. Students will work with a client to evaluate their current social media and mobile executions and develop digital strategies aimed at specific goals for a brand.

Course Rotation: Fall;NYC

3 credits

Prerequisites

MBA 642 Minimum Grade of C

MAR 646 Social Media and Mobile Marketing Strategies

Course Description:This course builds on student skills in integrated, marketing communications by examining the role of social media and mobile communications as potential components of a campaign. Students will learn to research and write a situation analysis incorporating research in the digital arena, segment and target for digital strategies and understand consumer behavior and advertising responses to social media and mobile communications. Students will explore social media and mobile platforms, social media and mobile communication strategies, SMS communications, mobile web sites and mobile search will successfully integrate digital with traditional media. Students will work with a client to evaluate their current social media and mobile executions and develop digital strategies aimed at specific goals for a brand.

Course Rotation: Fall;NYC

3 credits

Prerequisites

MBA 642 Minimum Grade of C

MAR 648 Foundations of Social and Mobile Technologies

Course Description:This course will explore the technical foundations of social and mobile technologies, and consider their impact on digital marketing, as well as other business contexts. The potential for social and mobile technology to serve as a new profit center for firms will be explored. Student assignments will involve the hands on use and application of social and mobile technologies. Students will also learn how to create a simple mobile application for the iPhone, Android, or other relevant platforms. The final group project will consist of a social/mobile marketing project for a specific company or product.

3 credits

MAR 649 Digital Marketing

Course Description: This course explores the impact of the Internet and virtual commerce on marketing and the application of marketing theories, concepts, and tools to the world of e-business. The course objective is to integrate the business and market potential of the Web with the basic concepts and principles of marketing. Students will learn how to formulate and implement strategic Internet marketing plans, how to apply marketing concepts and tools to .com business strategy, and how to gain competitive advantage in traditional businesses by exploiting the power of the Internet.

Course Rotation: Fall
3 credits

Prerequisites

MBA 642 Minimum Grade of B

MAR 654 Marketing of Services

Course Description: Examines the role of service marketing in the economy. Discusses requirements of successful service marketing and obstacles encountered. The importance of understanding consumer expectations and perceptions is emphasized. Through conceptual review and case study analysis, students develop a business plan for a services marketing operation.

Students who receive credit for this course may not receive credit for MAR 655.

3 credits

Prerequisites

MBA 622 Minimum Grade of B

MAR 658 Entrepreneurial Marketing

Course Description: Covers the role of the product, price, place and promotion in a new venture. Examines creative marketing in a limited resource environment. Considers the fine art of guerrilla marketing tactics, the application of marketing concepts in a start-up situation, the issues, challenges and rewards of teamwork in a new venture setting. Students get hands-on experience developing a marketing plan for a small venture in a competitive environment. Includes an in-class competition.

3 credits

Prerequisites

BUS 507 Minimum Grade of C or MBA 622 Minimum Grade of C or MBA 642 Minimum Grade of C

MAR 660 New Product and Service Planning and Development

Course Description: Examines how to develop and market new products and services. Students learn all aspects of this important activity. Case studies are used extensively. Students create complete programs for new products or services.

3 credits

Prerequisites

MBA 622 Minimum Grade of B

MAR 664 Analysis for Marketing Decisions

Course Description:Develops competence in a wide array of analytical techniques used by marketers. Uses a case-based approach to enable application of analytical techniques to marketing activities such s segmentation, targeting, positioning, choice modeling, new product design, forecasting, advertising, promotion, and sales force management.

Course Rotation: NY:Summer

3 credits

Prerequisites

###############################################################################################################################################################################################################################################################

MAR 673 Customer Intelligence

Course Description:Marketing departments are beginning to organize around the customer as opposed to the brand, product or channel in order to create more accountability of their programs and to be seen as a true steward of the customer relationship. These marketers recognize the growing power of customers in shaping interactions with them, and the necessity of creating value for their customers. To meet this challenge marketers require a better understanding of customer’s interactions. This can now be accomplished by tapping into information on customer’s actions, sentiments, experiences and interactions can and should be captured and leveraged. This case-based course helps the marketing practitioner develop existing and transformational skills and competencies required to compete in a more customer-centric digital age. A strategic intelligence framework will link competencies. In customer insights advanced analytics, scenario planning digital and social media, business intelligence and experimentation together to drive greater and more relevant dialogue with the customer.

Course Rotation:NY:Fall

3 credits

MAR 673 Customer Intelligence

Course Description:Marketing departments are beginning to organize around the customer as opposed to the brand, product or channel in order to create more accountability of their programs and to be seen as a true steward of the customer relationship. These marketers recognize the growing power of customers in shaping interactions with them, and the necessity of creating value for their customers. To meet this challenge marketers require a better understanding of customer’s interactions. This can now be accomplished by tapping into information on customer’s actions, sentiments, experiences and interactions can and should be captured and leveraged. This case-based course helps the marketing practitioner develop existing and transformational skills and competencies required to compete in a more customer-centric digital age. A strategic intelligence framework will link competencies. In customer insights advanced analytics, scenario planning digital and social media, business intelligence and experimentation together to drive greater and more relevant dialogue with the customer.

Course Rotation:NY:Fall

3 credits

MAR 675 Strategic Marketing Planning

Course Description: Explains the responsibilities of the product (brand) manager with a focus on planning. Covers control systems, problems encountered during execution of plans and contingency plans. Students are required to prepare workable marketing plans.

3 credits

Prerequisites

Pre-requisite for MAR 645 ( Course : MBA 642 . Minimum Grade of C. )

MAR 680 Seminar in Marketing

Course Description: In-depth coverage of issues, emerging practices and problems facing marketing executives, researchers and decision makers. Topics presented are at the department's discretion and can vary from semester to semester. Representative topics include: pricing, brand management, direct marketing, retailing, telemarketing, specialty advertising, marketing ethics, consumer socialization, motivation theory and marketing models.

3 credits

Prerequisites

MBA 622 Minimum Grade of B or MBA 642 Minimum Grade of B

MAR 680A Seminar: Personal and Career Marketing

3 credits

Prerequisites

BUS 507 Min Grade B

MAR 680C Seminar: Marketing in a Changing Global Marketplace

3 credits

Prerequisites

MAR 635 Min Grade B and MAR 675 Min Grade B and (BUS 507 Min Grade B or MBA 622 Min Grade B)

MAR 680H Seminar in Marketing: International Marketing Field Study of Scandinavia

Course Description:Looks at the effects of sustainability and European Union integration on marketing activities in Scandinavian countries. Students will meet with business managers, educators and government officials to discuss issues and business practices. Students will study the cultural values and norms of Sweden and Denmark and participate in various cultural events and activities. Extensive use of Blackboard will be made to provide students with readings, case studies and web-assisted instructional materials. A research report incorporating the field experiences is due two weeks after the conclusion of the field study.

3 credits

Prerequisites

MBA 622 Minimum Grade of C or MBA 642 Minimum Grade of C

MAR 680J Seminar: Japanese Approaches to Marketing and Management

Course Description: The objective of this course is to develop an understanding of international business and management, to understand world-class management practices and characteristics, and to assess the impact of future trends of international management on the global economy. In addition to the text, key topics to be discussed include: Japanese Management System; Corporate Groups; Total Quality Management (TQM); Kaizen; Just in Time; and Marketing in Japan.

3 credits

Prerequisites

Pre-requisite for MAR 645 ( Course : MBA 642 . Minimum Grade of C. )

MAR 680L Special Topic in Marketing: Applied Integrative Interactive Marketing

Course Description: Students work in small teams on the international challenge sponsored by the Direct Marketing Educational Foundation (DMEF) and participate in the Echo Competition. Students learn to apply interactive, direct and social marketing concepts to solve a real-world problem for a client.

Course Rotation:NY;Spring

3 credits

MAR 680M Seminar: Analysis for Marketing Decisions

Course Description: Today's marketing manager is faced with large amounts of information and an ever increasing need to make accurate decisions. The purpose of this course is to integrate a wide array of analytical techniques to make better marketing decisions in areas such as segmentation and targeting, new product development, advertising, and pricing.

Course Rotation: TBA.

3 credits

Prerequisites

BUS 507 Min Grade C or MBA 622 Min Grade C or MBA 642 Min Grade C

MAR 680Q Special Topics in International Marketing Field Study-Brussels and London

Course Description:The International Marketing Field Study provides students with a unique opportunity to learn about business customs and practices in different cultures through intensive study and travel in a foreign country. Students will meet with foreign business managers, educators, and government officials to discuss contemporary issues and business practices. In addition, students will study the cultural values and norms of the country being visited and participate in various cultural events and activities. Prior to departure, students are required to have an approved research topic which will be developed during the field study. A research report incorporating the field experiences is due two weeks after the conclusion of the field study.
Course Rotation:Fall;NY:PLV

3 credits

Prerequisites

MBA 642 Min Grade C

MAR 680R Field Study: Japan

Course Description: Japan has faced many of the same challenges as the U.S. including global competition and economic downturn. Students will have a unique opportunity to learn about how Japan is positioning itself for the future. Site visits will include a blend of companies, university, and government organizations. Students will also study the cultural values and norms of Japan and their relation to marketing and the economy.

Course Rotation: Fall
3 credits

Prerequisites

MBA 642 Minimum Grade of B

MAR 680S Seminar: Sports Marketing

Course Description:This course is designed to provide the sport manager with an overview of the major marketing issues facing the sport industry. Course content focuses on developing basic knowledge and understanding of sport marketing and sponsorship for educational, recreational, and professional settings. Attention is given to the history of sport marketing, principles of marketing applied to the sport industry, sport consumer behavior, research tools, corporate sponsorship, and evaluation of sport marketing programs. The components of the course include developing products, utilizing sponsorships, special events, fund raising, public relations, promotions, and utilizing radio and television networking. Examines the major marketing issues facing the sport industry. Topics include: history of sport marketing, sport consumer behavior, marketing research tools, corporate sponsorship, and evaluation of sport marketing programs. Students learn to develop products and how to utilize sponsorships, special events, fund raising, public relations, promotions, and media.

3 credits

Prerequisites

BUS 507 Minimum Grade of B or MBA 622 Minimum Grade of B

MAR 680V Seminar in Marketing: Field Study of Emerging Markets and Technology in India

Course Description: The International Marketing Field Study provides students with a unique opportunity to learn about business customs and practices in different cultures through intensive study and travel in a foreign country. Students will meet with foreign business managers, educators, and government officials to discuss contemporary issues and business practices. In addition, students will study the cultural values and norms of the country being visited and participate in various cultural events and activities. Prior to departure, students are required to have an approved research topic which will be developed during the field study. Extensive use of Blackboard will be made to provide students with readings, case studies and web-assisted instructional materials. A research report incorporating the field experiences is due two weeks after the conclusion of the field study. Open to all MBA students and Lubin Leaders and Scholars with appropriate prerequisites.

Course Rotation: TBA.

3 credits

Prerequisites

MBA 622 Minimum Grade of C or MBA 642 Minimum Grade of C

MAR 680W Field Study:Vietnam

Course Description: The International Marketing Field Study provides students with a unique opportunity to learn about business customs and practices in different cultures through intensive study and travel in a foreign country. Students will meet with foreign business managers, educators, and government officials to discuss contemporary issues and business practices. In addition, students will study the cultural values and norms of the country being visited and participate in various cultural events and activities. Prior to departure, students are required to have an approved research topic which will be developed during the filed study. A research report incorporating the field study experiences is due two weeks after the conclusion of the field study.

3 credits

MAR 681 International Marketing

Course Description: Applies marketing management concepts to the international environment. Analyzes international marketing programs, focusing on cultural and institutional differences and the application of the marketing mix to adapt to and make use of these differences.

3 credits

Prerequisites

MBA 642 Minimum Grade of C and MBA 674 Minimum Grade of C

MAR 692Q Research Project

Prerequisite: Advanced standing required and Department Approval Required.

Course Description: Students conduct an individual research project of their own design. Results are analyzed, interpreted and presented in a written report.

3 credits

Prerequisites

MAR 635 Minimum Grade of C

MAR 692Q Research Project

Prerequisite: Advanced standing required and Department Approval Required.

Course Description: Students conduct an individual research project of their own design. Results are analyzed, interpreted and presented in a written report.

3 credits

Prerequisites

MAR 635 Minimum Grade of C

MAR 695 Marketing Internship

Course Description:As opportunities become available with cooperating companies in the area, marketing majors with strong academic records will be selected to undertake a carefully planned work experience that will integrate the practical application of their classroom training. Students will maintain a weekly-log which will be reviewed periodically with the supervising faculty member, and will be required to prepare a rigorous industry analysis or research paper as dictated by the industry/economic/service sector to which the sponsoring internship provider belongs. Students will explore in their research the relationship between theory and practice based upon their internship experiences. Interns are supervised by a faculty member in the Marketing Department. Interested students majoring in management should contact the Marketing Department in White Plains or New York. Permission of the Department Chairperson or Graduate Program Chairperson is required.

3 credits

Prerequisites

MBA 622 Minimum Grade of B

MAR 695 Marketing Internship

Course Description:As opportunities become available with cooperating companies in the area, marketing majors with strong academic records will be selected to undertake a carefully planned work experience that will integrate the practical application of their classroom training. Students will maintain a weekly-log which will be reviewed periodically with the supervising faculty member, and will be required to prepare a rigorous industry analysis or research paper as dictated by the industry/economic/service sector to which the sponsoring internship provider belongs. Students will explore in their research the relationship between theory and practice based upon their internship experiences. Interns are supervised by a faculty member in the Marketing Department. Interested students majoring in management should contact the Marketing Department in White Plains or New York. Permission of the Department Chairperson or Graduate Program Chairperson is required.

3 credits

Prerequisites

MBA 622 Minimum Grade of B