MARK 3321. PRINCIPLES OF MARKETING. 3 Hours.

Principles of marketing explores the theory and application of marketing concepts. The marketing variables of products, channels, prices, and promotion and how they relate to marketing decisions about assessing the marketing environment, segmentation, targeting, and positioning, new product introduction, managing brands, and social media marketing among others are discussed. Students learn these concepts through a mix of discussions, lectures, and assignments. Prerequisite: 30 credit hours.

MARK 3323. INTEGRATED MARKETING COMMUNICATION / ADVERTISING. 3 Hours.

A managerial approach to coordinating all promotional activities including advertising, direct marketing, sales promotion, personal selling, public relations/publicity, and internet marketing/social media, to produce a unified, market-focused message. Message development and media analysis/placement are examined within the context of the role each promotional tool plays in marketing strategy development. Prerequisite: MARK 3321 with grade of C or better.

MARK 3324. CONSUMER BEHAVIOR. 3 Hours.

Examine how consumers decide and engage in the acquisition, consumption, and disposition of goods and services. In doing so, develop a better understanding of how a firm's marketing efforts can be optimally deployed to create value for consumers. Understand the role of consumer behavior in your life, business strategy, policy making, and society. Students will learn several internal and external influences of consumer behavior motivation, cognition, and learning. Prerequisite: MARK 3321 with a grade of C or better.

MARK 3332. PHILIANTHROPY, FUNDRAISING, AND PROFESSIONAL SELLING. 3 Hours.

Presents known and effective selling techniques required by today's development officers in their efforts to cultivate relationships with donors. Students will enhance skills that will serve for a lifetime, including communications skills, critical thinking, building donor relationships, and ethics-based decision making. Students will learn how to address the key differences between for-profit and non-profit organizations' view of their mission and bottom line focus. Prerequisite: MARK 3321 with a grade of C or better and junior standing.

MARK 3342. MARKETING AND PHILANTHROPIC STRATEGY. 3 Hours.

This course applies the principles of marketing to the promotion of philanthropic initiatives. Consumer behavior theories are used to explain why individuals and corporations give and help others. Precepts from strategic marketing are also applied as students learn how to design and implement a strategic giving program. Prerequisite: MARK 3321 with a grade of C or better and junior standing.

MARK 3370. SOCIAL MEDIA MARKETING. 3 Hours.

Go behind the scenes and discover the marketing side of social media. Learn how to manage your personal and professional brand online. Understand how organizations are utilizing social media platforms to engage in social listening, social media advertising, influencer marketing, social media marketing campaigns, and more. A conceptual foundation and practical approach for developing a social media plan and tracking social media metrics will be presented. Students will gain hands-on experience using social media strategically to achieve desired marketing goals through an immersive-learning simulation project. Students will also earn relevant online certifications to build their resume. Prerequisite: MARK 3321 grade of C or better.

MARK 4191. STUDIES IN MARKETING. 1 Hour.

Advanced studies, on an individual basis, in the various fields of marketing. Prerequisite: 90 credit hours and permission of instructor. May be repeated for credit with consent of department chair.

MARK 4291. STUDIES IN MARKETING. 2 Hours.

Advanced studies, on an individual basis, in the various fields of marketing. Prerequisite: 90 credit hours and permission of instructor. May be repeated for credit with consent of department chair.

MARK 4303. RETAIL MARKETING. 3 Hours.

Students are introduced to the world of retailing through the consumer's perspective and from a managerial viewpoint. Topics studied include types of retailers, consumer buying behavior, retail site locations, merchandising, store layout and design and customer service. Students gain practical knowledge through projects, retail site visits, and relevant case studies. Special attention is paid to the retail mix, multichannel retailing, and retail marketing strategies. Prerequisite: MARK 3321 with grade of C or better.

MARK 4310. DIGITAL MARKETING. 3 Hours.

Students will examine how organizations are adapting to new interactive digital strategies for online research, development of digital strategy, and implementation of marketing online. Topics include search engine optimization, online advertising, web analytics, social media, email marketing, web development, mobile marketing, and reputation management. Upon completion, students will be able to understand 1) how consumers utilize digital technology, 2) the impact of digital marketing on the decision-making process, and 3) how to integrate digital marketing and technology with existing marketing practices. Prerequisite: MARK 3321 with grade of C or better.

MARK 4311. MARKETING RESEARCH. 3 Hours.

Designed to make students intelligent users of marketing research data. Students will explore the interrelationship between marketing research and marketing management for both the client and supplier. Upon completion of this course, students will understand methods for designing research projects, utilizing secondary data, generating primary data, sampling of human populations, questionnaire design, and data analysis. Prerequisite: MARK 3321 with a grade of C or better and BSTAT 3321.

MARK 4320. PRODUCT AND BRAND STRATEGY. 3 Hours.

This course is about understanding product and brand strategy adopted by firms, existing and new. We will begin the journey by understanding new product design and innovation with examples [including prototyping] and culminate in how new products become established brands through the product life cycle by way of strategic components such as price, distribution, packaging, promotion and brand extensions. Prerequisite: MARK 3321 with a grade of C or better.

MARK 4322. ADVANCED MARKETING MANAGEMENT AND STRATEGY. 3 Hours.

Advanced marketing management and strategy helps students look at marketing strategy in light of the strategy of the firm. It is helpful for students pursuing careers in marketing and management. Students will learn how to 1) develop marketing strategies for creating customers, 2) evaluate an organization's opportunities for creating customer value, 3) create a defensible position for the organization, and 4) evaluate competitive advantage in terms of financial value. Prerequisite: MARK 3321, MARK 3324 and MARK 4311 with grades of C or better, and 90 credit hours.

MARK 4325. INTERNATIONAL MARKETING. 3 Hours.

This class examines the impact of sociocultural, economic, technological, governmental, and demographic factors on the international marketing mix. Students will develop a culturally intelligent perspective of environmental factors that must be taken into consideration when formulating marketing strategies of businesses operating in the global marketplace. Prerequisite: MARK 3321 with a grade of C or better.

MARK 4331. SEMINAR IN MARKETING. 3 Hours.

Readings and discussion of special topics in marketing. Prerequisite: Junior or senior standing and consent of instructor. May be repeated for credit with consent of department chair.

MARK 4335. MULTICULTURAL MARKETING. 3 Hours.

This course involves readings and discussion of topics related to multicultural marketing. The primary focus will be on how to apply the principles of marketing to identify and reach the growing ethnic subcultures in the U.S. population. Careful consideration will be given to the historical context and ethical implications of these marketing activities. Practical aspects of business development will also be emphasized. Prerequisite: MARK 3321 with a grade of C or better.

MARK 4391. STUDIES IN MARKETING. 3 Hours.

Advanced studies, on an individual basis, in the various fields of marketing. Prerequisite: 90 credit hours and permission of instructor. May be repeated for credit with consent of department chair.

MARK 4393. MARKETING INTERNSHIP. 3 Hours.

Practical training in marketing. Analysis of theory applied to real life situations. May be used as an advanced business elective only; graded on a pass/fail basis. No credit will be given for previous experience or activities. Prerequisite: Junior standing and consent of department internship advisor.

MARK 5142. ADVANCED TOPICS IN MARKETING RESEARCH. 1 Hour.

Presentation and analysis of cutting edge topics in marketing research.

MARK 5182. INDEPENDENT STUDIES IN MARKETING. 1 Hour.

Extensive analysis of a marketing topic.

MARK 5199. GRADUATE MARKETING INTERNSHIP. 1 Hour.

Practical training in marketing. Analysis of theory applied to real life situations. Course counts as an elective and has a pass/fail grade. No credit will be given for previous experience or activities. Prerequisite: Minimum nine graduate semester hours completed.

MARK 5282. INDEPENDENT STUDIES IN MARKETING. 2 Hours.

Extensive analysis of a marketing topic.

MARK 5299. GRADUATE MARKETING INTERNSHIP. 2 Hours.

Practical training in marketing. Analysis of theory applied to real life situations. Course counts as an elective and has a pass/fail grade. No credit will be given for previous experience or activities. Prerequisite: Minimum nine graduate semester hours completed.

MARK 5311. MARKETING. 3 Hours.

Survey of activities involved in marketing. Emphasis is on developing a managerial point of view in planning and evaluating marketing decisions of the firm. Analyzes decisions with respect to products, price, channel, and promotional variables and considers questions relating to cost efficiency, demand, social responsibility and regulations.

MARK 5320. BUYER DECISIONS AND BEHAVIORAL ECONOMICS. 3 Hours.

This course focuses on the psychological factors that drive decision-making across all business contexts, from customer purchases to employee choices to stakeholder negotiations. This course reveals how people actually make decisions versus traditional rational models, by combining theoretical foundations from cognitive and social psychology and economics with practical applications in marketing, management, and business strategy. Topics include perception and attention, information processing, identity influences, contextual influences, social influence, risk perception, self-control, preferences, expectations and inferences, decision heuristics and biases, and the ethics of choice architecture to affect business outcomes.

MARK 5327. RESEARCH FOR BUSINESS DECISIONS. 3 Hours.

This course focuses on essential business research skills applicable across industries and business functional areas. Students learn the complete research process: identifying business problems, research design selection, collecting and analyzing data, uncovering patterns, generating insights, and communicating findings through data storytelling. Through lectures, case studies, projects, and industry expert sessions, students gain practical experience selecting appropriate research methods for diverse business contexts and problems, from product development to customer experience. The course emphasizes critical thinking, asking the right questions for informed decisions, and addresses modern practices including the use of AI-enhanced technology, preparing students for today's data-driven business environment.

MARK 5328. PRODUCT MANAGEMENT. 3 Hours.

This course develops strategic and tactical skills for managing product portfolios from concept to maturity. Students learn data-driven decision-making for new product development, product line optimization, brand strategy, and product retirement. Through case studies, real-world projects, and expert visits, students explore product evaluation, market opportunity assessment, feature prioritization, pricing strategy, go-to-market planning, and portfolio management. Students apply research tools for market analysis, customer insights, competitive intelligence, and performance tracking while maintaining strategic judgment. The course emphasizes data visualization and storytelling to communicate product strategies to executives and stakeholders, building skills used in product management, brand management, and strategic marketing roles. Prerequisites: MARK 5311 or MARK 5327 or Consent of the Program Director.

MARK 5329. SALES AND SALES MANAGEMENT. 3 Hours.

Examines the skills required for successful personal selling and sales management in today's world, with emphasis on industrial markets. Discusses the links between business trends and the resulting need for new approaches to the sales management challenges of planning, implementing, and evaluating a sales program. Special topics include the strategic importance of the sales force, customer/supplier partnering, multi-function collaboration, technology's role in altering traditional customer-access channels, the organization of the sales function for profitability vs. revenue, and the development of effective major account strategies.

MARK 5330. SERVICES MARKETING MANAGEMENT. 3 Hours.

Examines conceptual frameworks and management practices particularly relevant to organizations in service industries, including health care, education, financial services, retailing, non-profit organizations, and others in which the core product is a service instead of a good. The course examines many concepts and theories from the service marketing industry and analyzes their value in crafting marketing strategies. Emphasis is on problem solving unique to these types of organizations. Prerequisite: MARK 5311.

MARK 5331. INTERNATIONAL MARKETING. 3 Hours.

Management of marketing in international business. Includes marketing research, pricing, promotion, and distribution in the international environment. Examines marketing problems arising from various degrees of foreign involvement (exports, licensing, foreign subsidiaries). Prerequisite: MARK 5311.

MARK 5337. MARKETING ANALYTICS AND INFORMATION MANAGEMENT. 3 Hours.

This course focuses on transforming customer and market secondary data from internal sources (sales, web traffic) and external sources (social media, syndicated data) into meaningful insights for market targeting, positioning, and campaign evaluation. Students gain hands-on Python experience managing, visualizing and interpreting secondary marketing data, and solving real-world marketing problems. Core topics include marketing data management, A/B testing, customer segmentation, brand positioning, and customer lifetime value. The course introduces text and image analytics for understanding consumer perception and examines how AI-enhanced tools are reshaping marketing analytics while raising questions about data quality, privacy, and ethical use. Prerequisite: MARK 5311 or consent of the Marketing Department.

MARK 5338. QUALITATIVE RESEARCH FOR BUSINESS INSIGHTS. 3 Hours.

This course focuses on qualitative research methods exploring the "why" and "how" behind customer behavior and business challenges in acquisition, retention, product development, branding, advertising, and customer experience. Through real-world projects, lectures, expert sessions, and qualitative tools, students learn methods to collect and analyze qualitative data and communicate insights to stakeholders. Drawing from foundational literature and practitioner resources, the course covers in-depth interviews, focus groups, ethnographic studies, usability testing, customer journey mapping, and emerging methodologies that fill information gaps, define key questions, and complement other research efforts supporting business decisions. Prerequisite: MARK 5327 or consent of the MSMR Program Director.

MARK 5340. MARKETING STRATEGY. 3 Hours.

A case course designed to give the student an opportunity to utilize the managerial and analytical tools that he or she has acquired. Uses case studies which require a realistic diagnosis of company problems, development of alternative courses of action, and the formulation of specific recommendations. Prerequisite: MARK 5311 and two additional MARK graduate courses.

MARK 5341. CONTEMPORARY TOPICS IN BUSINESS RESEARCH. 3 Hours.

This course keeps students at the forefront of business research and insights through in-depth exploration of industry-demanded techniques and emerging topics. Content adapts yearly to reflect evolving methodologies, tools, and best practices in the business research and insights field. Through lectures, expert presentations, and case studies, students learn the latest qualitative and quantitative research skills required by leading research organizations and corporate research teams. The course addresses contemporary research tools, including AI applications, while emphasizing the critical judgment needed to evaluate their outputs and apply human expertise effectively. Prerequisites: MARK 5327 or consent from the MSMR Program Director.

MARK 5342. ADVANCED TOPICS IN MARKETING RESEARCH II. 3 Hours.

This companion course to MARK 5341 focuses on quantitative topics in marketing research. Typical topics include geographical information systems, non-parametric statistics, data mining, measurement issues and questionnaire design and neuro-marketing. Prerequisite: consent of Program Director.

MARK 5343. PREDICTIVE ANALYTICS FOR BUSINESS STRATEGY. 3 Hours.

This course focuses on building, validating, and deploying predictive models in survey data for pricing, product design, customer targeting, and market positioning decisions. Students learn multiple regression, logistic regression, discriminant analysis, factor analysis, and conjoint analysis to quantify demand drivers, predict customer behavior, segment high-value customers, and optimize product-price bundles. Through hands-on software training, case studies, and expert visits, students develop skills in framing business questions, selecting appropriate methods, validating models, and communicating actionable recommendations to stakeholders. Prerequisite: MARK 5327, BSTAT 5325, or consent from the MSMR Program Director.

MARK 5344. MODELING CUSTOMER INSIGHTS FOR BUSINESS. 3 Hours.

This course focuses on advanced analytical techniques to uncover patterns in customer and market survey data. Students learn cluster analysis, MANOVA, multidimensional scaling, correspondence analysis, confirmatory factor analysis, and structural equation modeling to support business decisions in targeting, positioning, product development, and customer satisfaction. Through hands-on software training, case studies, and expert visits, students apply these methods to mapping brand perceptions, validating customer constructs, and modeling satisfaction, loyalty, and brand relationships while learning to communicate data-driven recommendations for business impact. Prerequisite: MARK 5327, BSTAT 5325, or consent of the MSMR Program Director.

MARK 5350. MULTICULTURAL RESEARCH FOR BUSINESS DECISIONS. 3 Hours.

This course prepares students to design and execute research for product development, marketing strategy, and brand positioning in diverse, multicultural markets. Students learn to address critical bias sources when studying U.S. multicultural populations - including Black, Hispanic, Asian, and other cultural communities - ensuring accurate, culturally informed insights. Through hands-on assignments analyzing survey and Census data, students develop expertise identifying cultural and linguistic biases in sampling design, translations, questionnaire design, data collection, weighting, and statistical analysis. The course also covers qualitative research with multicultural segments, GIS analysis, and AI's benefits and limitations in multicultural research contexts. Prerequisite: BSTAT 5301 or equivalent.

MARK 5370. SOCIAL MEDIA MARKETING. 3 Hours.

The course studies social media as a tool for listening to engaging with customers and other significant audiences and for delivering marketing communications. Through interactive class projects students will learn best practices for managing social media channels and platforms. The course discusses examines the fundamentals for developing crafting a social media marketing plan and examines including metrics for monitoring and evaluating the effectiveness of social media campaigns. Ethical and legal issues related to privacy, security, content and crowdsourcing are also presented.

MARK 5382. INDEPENDENT STUDIES IN MARKETING. 3 Hours.

Extensive analysis of a marketing topic.

MARK 5396. MARKETING RESEARCH INTERNSHIP I. 3 Hours.

The internship involves part-time or full-time training and work experience in a company approved by the MSMR program advisor.

MARK 5397. MARKETING RESEARCH INTERNSHIP II. 3 Hours.

This is a continuation of Internship I and involves part-time or full-time work experience in a company approved by the MSMR program advisor. The student will be assigned primary responsibility for at least one marketing research project during Internship I or II. At the completion of the course, the student will present a research paper to the MSMR faculty.

MARK 5398. THESIS. 3 Hours.

Prerequisite: STAT 5325 and approval of Graduate Advisor.

MARK 5399. GRADUATE MARKETING INTERNSHIP. 3 Hours.

Practical training in marketing. Analysis of theory applied to real life situations. Course counts as an elective and has a pass/fail grade. No credit will be given for previous experience or activities. Prerequisite: Minimum nine graduate semester hours completed.

MARK 5698. THESIS. 6 Hours.

Prerequisite: STAT 5325 and approval of Graduate Advisor.

MARK 6302. CONSUMER BEHAVIOR I. 3 Hours.

Study of current thought and research underlying individual and group marketplace behavior. Theories from the behavioral sciences are applied to consumer behavior from descriptive, predictive and normative perspectives. Topics include consumer knowledge, attitude theory, persuasion, affect, and social influence. The course draws from the literature in marketing, psychology, and behavioral economics. The course will enable students to conceptualize, operationalize, and develop research ideas.

MARK 6303. CONSUMER BEHAVIOR II. 3 Hours.

This course complements the Consumer Behavior I doctoral seminar. Building on a portion of that seminar, the course focuses on a few topics (e.g. automaticity in consumer behavior, consumer choice processes) that have the following characteristics: 1) the topics are the subjects of emerging research in consumer behavior, 2) students can gain an in-depth understanding of the theoretical underpinnings of these topics, and 3) the materials are such that students can develop innovative research projects on marketing and consumer behavior related to the topics covered in the class. Prerequisite: MARK 6302.

MARK 6310. MARKETING STRATEGY AND MANAGEMENT. 3 Hours.

Examination of the latest research and thought in marketing and business strategy. Topics include marketing programming; product, price, promotion, and distribution decisions, marketing audits, and the design, implementation and evaluation of marketing strategies and tactics. An objective of the course is the development of innovative research ideas on marketing strategy related to the topics covered in the class.

MARK 6311. MARKETING STRATEGY AND MANAGEMENT II. 3 Hours.

In increasingly global and competitive markets, sustainable competitive advantage takes on increasing importance. Further, in many industries, product differentiation no longer provides a decisive edge over competition. This course complements the Marketing Strategy and Management I doctoral seminar. Building on a portion of that seminar, the course focuses on a few topics (e.g. transformation of a product-centric organization to a customer centric organization, organizational change, organizational agility, and technology-enabled relationship management) that will allow students to examine areas of emerging research in marketing strategy, gain an in-depth understanding of the theoretical underpinnings of the selected topics, and develop innovative research projects on marketing strategy related to the topics covered in the class. Prerequisite: MARK 6310.

MARK 6390. TOPICS IN MARKETING. 3 Hours.

Advanced doctoral level work in special topics in marketing. May be repeated when topics vary.

MARK 6392. INDEPENDENT STUDY IN MARKETING. 3 Hours.

Doctoral level analysis of marketing topic.