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Courses - Fall 2018
BUMK
Marketing Department Site
Courses with the BUMK prefix are offered only for students in the MS in Marketing Analytics program.
BUMK701
Marketing Research Methods
Credits: 2
Grad Meth: Reg
Prerequisite: BUSI650 and BUSI630.
Credit only granted for: BMGT752 or BUMK701.
Formerly: BMGT752.
The process of acquiring, classifying and interpreting primary and secondary marketing data needed for intelligent, profitable marketing decisions. Evaluation of the appropriateness of alternative methodologies, such as the inductive, deductive, survey, observational, and experimental. Recent developments in the systematic recording and use of internal and external data needed for marketing decisions.
BUMK715
Consumer Behavior
Credits: 2
Grad Meth: Reg
Prerequisite: BUSI650.
Restriction: Must be in one of the following programs (Business and Management (Master's); Business and Management (Master's)).
Credit only granted for: BMGT754 or BUMK715.
Formerly: BMGT754.
Analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework is a buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions. Marketing strategies of leading firms in consumer products, technology, and services (including internet services) are analyzed using a variety of case study formats. Focus is consumer behavior; however, principles can also be applied to the decision-making of business.
BUMK720
(Perm Req)
Marketing Strategy
Credits: 3
Grad Meth: Reg
Restriction: Permission of BMGT-Robert H. Smith School of Business; or must be in Business and Management (Master's) program.
Credit only granted for: BUMK758B or BUMK720.
Formerly: BUMK758B.
Introduces students to the fundamentals of marketing. This course combines lectures, readings, case analyses and a competitive simulation. A significant part of the course involves a competitive computer-based simulation in which student teams leverage marketing data and metrics to make marketing decisions for an organization that is competing in a market against other student teams in the class.
BUMK726
(Perm Req)
Statistical Programming for Customer Analytics
Credits: 3
Grad Meth: Reg
Restriction: Must be in Business and Management (Master's) program; or permission of BMGT-Robert H. Smith School of Business.
Credit only granted for: BUMK758E or BUMK726.
Formerly: BUMK758E.
Provides students with a foundation in probability and statistics with a focus on business applications. It also gives students a foundation for thinking in both likelihood and Bayesian frameworks. The course teaches students the basics of SAS, as well as its use in statistical analysis and statistical programming. Also addressed are basic SAS language structure, data management, OLAP, enterprise miner, statistical analysis, writing procedures.
BUMK742
(Perm Req)
Advanced Marketing Analytics
Credits: 3
Grad Meth: Reg
Restriction: Must be in Business and Management (Master's) program; or permission of BMGT-Robert H. Smith School of Business.
Credit only granted for: BUMK758K or BUMK742.
Formerly: BUMK758K.
The analysis of marketing data needed for profitable marketing decisions. Advanced methods of marketing analysis for marketing decisions, including choice and count data models, joint analysis of consumers choice, quantity and timing decisions, mixture and mixture regression models, and conjoint analysis, all using data-based cases and SAS software. Applications are in the areas of strategic marketing, marketing segmentation, eye tracking for advertising effectiveness, new product development, sales promotion analysis, pricing, design of marketing mix, and direct marketing.
BUMK757
Marketing Strategy
Credits: 2
Grad Meth: Reg
Prerequisite: BUSI650.
Credit only granted for: BMGT757 or BUMK757.
Formerly: BMGT757.
A capstone marketing course. Marketing strategies designed to manage products in selected market segments. Topics covered include competitor analysis, buyer analysis, market segments, and product strengths and weaknesses; product related issues are identified and marketing strategies developed, assessed and implemented.
BUMK758J
Special Topics in Marketing; Pricing Strategies for Sustainable Competitive Advantage
Credits: 2
Grad Meth: Reg
BUMK758O
Special Topics in Marketing; Digital Marketing
Credits: 2
Grad Meth: Reg
BUMK759
(Perm Req)
Independent Study in Marketing
Credits: 1 - 6
Grad Meth: Reg
Contact department for information to register for this course.
BUMK762
(Perm Req)
Business Communication I
Credits: 1
Grad Meth: Reg
Restriction: Must be in Business and Management (Master's) program; or permission of BMGT-Robert H. Smith School of Business.
Credit only granted for: BUMK758H or BUMK762.
Formerly: BUMK758H.
A study of the standards of business conduct, morals and values as well as the role of business in society. Students will consider the sometimes conflicting interests of and claims on the firm and its objectives.