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Courses - Spring 2019
BUMK
Marketing Department Site
Courses with the BUMK prefix are offered only for students in the MS in Marketing Analytics program.
BUMK716
Brand Management
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)) ; or permission of BMGT-Robert H. Smith School of Business.
Brand names are valuable assets for firms. Effective brand management is critical to maintaining the long-term profitability of products and services. Topics include understanding brands from the customer's perspective, building brand equity, measuring brand equity, leveraging brand equity, managing brand portfolios and managing brands over time.
BUMK717
Integrated Marketing Communications
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)) ; or permission of BMGT-Robert H. Smith School of Business.
Marketing communications are a complex but critical component of marketing strategy. Topics include communication tools: advertising, sales promotions, corporation communications, one-on-one or direct marketing, public relations, internet communications, sponsorship/events marketing, and marketing communcation plans: defining objectives, implementing the plan, and measuring communications effectiveness. Achieving integration in the content, look, and feel of all marketing communications is stressed.
BUMK744
(Perm Req)
Marketing Research and 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: BUMK758L or BUMK744.
Formerly: BUMK758L.
Provides a review of primary data collection methods for marketing data. Students will learn how to design and implement effective confirmatory research. Both direct methods such as surveys and indirect methods such as experiments will be covered. In this hands-on course, students will design and conduct research with target customers, analyze the data, and then present their results to decision makers.
BUMK746
(Perm Req)
Data Science 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: BUMK758W or BUMK746.
Formerly: BUMK758W.
An introduction to data science and thebasic concepts of database management. The course also provides an overview of the various sources of in house data that are available to many organizations. Students will learn how to work with click stream, scanner panel and social media data. Geo-demographic datasets will be discussed and explored, and techniques for data-fusion will receive ample attention.
BUMK758M
(Perm Req)
Special Topics in Marketing; Integrated Brand Management
Credits: 2
Grad Meth: Reg
BUMK758P
Special Topics in Marketing; Innovation and Product Development
Credits: 2
Grad Meth: Reg
BUMK758R
(Perm Req)
Special Topics in Marketing; CRM Analytics
Credits: 2
Grad Meth: Reg
Masters students only.
BUMK758V
Special Topics in Marketing; Marketing for Social Value
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.
BUMK764
(Perm Req)
Business Communications II
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: BUMK758G or BUMK764.
Formerly: BUMK758G.
Teaches students how to communicate quantitative information effectively. Focuses on developing written, spoken and presentation skills.
BUMK776
(Perm Req)
Action Learning Project
Credits: 2
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: BUMK758Q or BUMK776.
Formerly: BUMK758Q.
Students analyze marketing data, report their findings and provide appropriate recommendations.