Master of Business Administration

MARKETING

This course examines social and corporate responsibility as a strategy to improve products, profits, and brand equity. This course provides a short historical review examining why laws, regulations, and other rules were set into place to address less-than-responsible organizational behavior. The character traits of stewardship and dependability are essential to this study. The content of the course will challenge students to think preventively and discard assumptions that might lead to avoidable organizational vulnerabilities, as well as to research options and propose opportunities that build up corporate social responsibility. The character traits of integrity and dependability are essential to this study.

This course provides students with faculty guidance in the preparation of material to completely satisfy the requirements to earn a graduate degree. Through this course, students will develop abilities to undertake independent research using the concepts and tools learned throughout the program. The principal assignment to be worked on is the research needed to undertake a publishable thesis or comparable project. Students must substantiate analysis and conclusions with appropriate data and other evidence. Research completed should be substantial enough to include professional recommendations that might inform the body of knowledge or be adopted by industry.

Cost management across the supply chain is integrated with strategic analysis to understand the role of financial and non-financial information in operational and strategic decision making. Topics include value-chain analysis, cost driver analysis, activity-based management, line business evaluation, technology costing, quality cost management, and balanced scorecard. The importance of ethical conduct is also covered.

This course focuses on decision-making processes involved in offering products for sale for the first time across national borders, including via e-commerce platforms. Management factors are examined related to corporate operations, product marketing, and personnel selection and training. Students develop preliminary strategies for ecommerce sales. The course provides a comprehensive survey of entry-level multinational commerce so that students can develop a commercial strategy and articulate its adoption by senior corporate executives. The character traits of integrity and agility are essential to this study.

This course introduces students to basic concepts, practices, and analytical techniques of marketing at scale. Global marketing challenges are examined. Students will weigh and interpret consumer preference data from meta sources and targeted social media sampling of purchasing influencers and early adopters to propose options for senior management’s consideration of recommendations. Students develop analytical skills, recognize, and adjust for bias by those surveyed and those interpreting data, and improve their team innovation talents through the examination of a series of retail marketing scenarios to develop actionable marketing recommendations. The character traits of communication and dependability are essential to this study.

This course explores a period of technological and social change called the Fourth Industrial Revolution (4IR) in which we live today. Students will examine and evaluate trends in the replacement of human labor with machines, robots, automation, AI, and emerging new autonomous capabilities. They will be challenged to explore direct societal, economic, and lifestyle consequences, both positive and adverse. The course outcome for students is a more comprehensive understanding of the Fourth Industrial Revolution so that they can begin to anticipate changes they need to make, advocate, and act upon. The character traits of integrity and dependability are essential to this study.

In this course, students will examine foundational elements of the communications process internal to an organization’s individuals and groups. They will develop and exercise essential listening skills, understanding conflict resolution, power dynamics, leadership styles, and cultural competencies. Students will rehearse messaging that respects diverse worldviews through careful observance of cultural norms. The overall objective of this course is to improve student knowledge about and to develop basic skills in communicating persuasively, internally, and externally to an organization. The character traits of communication and service are essential to this study.

This course will explore the role of creativity and proven methods for generating ideas to complete concentration specific projects. The course will focus on improving performance, accelerating learning, and developing superior skills needed now and in the future. Projects are designed to improve students’ knowledge, address the challenge of timely and robust solutions, and provide a comprehensive application of the student’s program and specialization. The projects will challenge students to think critically while utilizing software to enhance fundamental skills. Additionally, projects will allow the students to apply relevant and real-world solutions.

This course introduces marketing management techniques and the legal and ethical environments of marketing. Discussion covers planning, decision-making, marketing goals, and metrics. The emphasis is on achieving an organization’s marketing objectives by creating value for individual consumers and organizational customers. Topics include consumer behavior, competitive strategies, marketing communications (e.g., advertising, digital marketing), marketing research, pricing, and distribution. Legal and ethical topics include consumer privacy, ethical responsibilities, fair advertising, free speech, global marketing, intellectual property, and regulatory issues.

This course explores a systematic approach to obtaining, recording, analyzing, summarizing, and presenting research information to support marketing and business decisions. This course identifies marketing problems and opportunities and develops data-based approaches to generate, refine, and evaluate marketing actions. Additional emphasis includes consumer/customer analysis to create new products or services and refine current product offerings, distribution strategies, promotional campaigns, pricing strategies, and customer service efforts.

This course explores how e-business transforms traditional marketing concepts and functions and examines the advantages and disadvantages of digital-age marketing. It focuses on how businesses capitalize on media convergence to increase or create their marketing presence. Products, services, and information-based marketing strategies are explored. Topics include search engine marketing, digital content marketing, mobile marketing, database marketing, brand development, marketing mix for the Internet, advertising, competition and pricing implications, consumer behavior and demographic changes, interactive strategies, intelligent information agents, consumer service, implementation, fulfillment, distribution channels and measuring results.

This course examines trends, factors, and forces that affect global marketing activities, such as institutions, culture, politics, law, and the environment. In this course, students study the fundamentals of marketing and marketing management, presented in the context of competitive global environments and diverse national economies. This course is designed to provide the background to make marketing decisions at the international level. This course introduces methods of adapting marketing efforts with consideration of product, price, promotion, and distribution decisions within the restraints of cultural, economic, and political environments.