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Courses - Fall 2019
BUMK
Marketing Department Site
BUMK716
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.
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.
BUMK724
(Perm Req)
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: BUMK758D or BUMK724.
Formerly: BUMK758D.
Focuses on the analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework used is the 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.
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.
BUMK758J
Special Topics in Marketing; Pricing Strategies for Competitive Advantage
Credits: 2
Grad Meth: Reg
BUMK758K
Special Topics in Marketing; Advanced Marketing Analytics
Credits: 2
Grad Meth: Reg
BUMK758O
Special Topics in Marketing; Digital Marketing
Credits: 2
Grad Meth: Reg
BUMK758P
Special Topics in Marketing; Innovation and Product Development
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.
BUMK760
(Perm Req)
Business Policies and Ethics
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: BUMK758F or BUMK760.
Formerly: BUMK758F.
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.
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.
BUMK766
(Perm Req)
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: BUMK758N or BUMK766.
Formerly: BUMK758N.
Examines the process of developing, implementing and analyzing strategies for successfully marketing a variety of existing and potential products and services on the Internet. Special attention is devoted to the tools and techniques unique to the electronic media.
BUMK773
(Perm Req)
Pricing Analytics and Strategies
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: BUMK758J or BUMK773.
Formerly: BUMK758J.
The economic and behavioral aspects of pricing and the evaluation of innovative pricing practices such as price matching, customized pricing, bundle pricing and product line pricing. The course will cover both B2B, B2C, online and offline markets. Instruction will be through a mix of case studies, pricing simulation games, hands-on exercises, practitioner guest lectures and discussions.