Marketing Concentration MBA Courses

Katz offers its MBAs experience-based learning at every turn and four curricular and career tracks from which to choose. If you're thinking about a concentration in marketing, learn more about the Shopper Analytics course, the Google AdWords project, and Consulting Field Projects, as well as our expert faculty and many successful marketing alumni.

BMKT 2409—Marketing Management—1.5 credits
This course examines the role of marketing in creating value for the firm. It helps students answer the central question of marketing strategy - what value to provide and to whom - using the tools of segmentation, targeting, and positioning (STP) of brands. The course shows how central aspects of marketing mix programs - product, place, pricing, and promotion - all follow from an effective STP program, and how marketing support functions such as marketing research, advertising, and new product development can support effective marketing decisions. Emerging trends in digital marketing, competition and globalization are examined. The course emphasizes experience-based learning to develop the necessary marketing knowledge and skills among students.
Prerequisites: None.
BMKT 2509—Marketing Planning and Strategy—1.5 credits
This course is designed to be a capstone experience in marketing analysis, decision making, and planning. The course uses a marketing strategy simulation game to illustrate key aspects of marketing strategy formulation and the construction and design of marketing plan. Course objectives include:
  • Applying marketing principles and concepts learned in Introduction to Marketing Management, i.e.:
  • Design marketing strategies based on SWOT analyses,
  • Develop marketing programs for managing the 4Ps that reflect those strategic decisions,
  • Learn to adjust those strategies and programs based on changes in the competitive and macro environments and on performance.
  • Developing and practicing skills in marketing analysis and decision making, integrating information on financial performance. Specifically, purchase packaged market research studies; design new products and reformulate existing products using R&D; forecast demand; manage inventory levels; develop proforma marketing budgets; and manage marketing decision variables.
  • Developing comprehensive marketing plans. These plans will be focused and based on sound analysis of past performance and future opportunities.
  • Developing skills in running business meetings, making persuasive arguments, and thinking on your feet.
Prerequisite or co-requisite: BMKT 2409 Marketing Management.
BMKT 2513—Consumer Behavior 1—1.5 credits
  • Analyze how targeted consumer needs, wants, and desires change as marketplace marketing variables are adjusted according to cultural and structural lifestyle constraints.
  • Evaluate cultural and lifestyle influences on consumer behavior, and design targeted messages to create awareness, interest, and guided action.
  • Examine motivation, personality and emotion and how these factors directly influence consumer behavior.
Prerequisite or co-requisite: BMKT 2409 Marketing Management.
BMKT 2514—Consumer Behavior 2—1.5 credits
Understanding our consumers—or ourselves, as consumers—is no easy task. Perhaps its difficulty is best reflected in the number of new product introductions that fail each year. This course is intended to introduce graduate students to critical theoretical ideas and techniques of investigations into consumer behavior phenomena. Basic methodologies for research in consumer behavior are developed and applied. The emphasis will be on developing applications of behavioral concepts and methods for marketing actions. Topics and objectives:
  • Evaluate the consumer decision process to determine how problems are identified, evaluated and products/services selected to resolve the problem state.
  • Analyze post purchase processes, consumer satisfaction and metrics to evaluate customer loyalty.
  • Evaluate business to business buying behavior and segment these organizational behaviors into actionable groups with appropriate performance metrics.
Prerequisites: BMKT 2513 Consumer Behavior 1.
BMKT 2515—Marketing and Social Media Strategy—3 credits
This course covers new and non-traditional marketing communications in the age of digital marketing and social media. Through a series of lectures, case discussions, team workshops, projects, and guest lectures, students will learn about this new and exciting area of marketing and how companies and brands can leverage social media platforms and the social interactions that occur between consumers (e.g., word-of-mouth) to help them achieve their marketing and business goals. Topics covered include consumer-to consumer interactions, social networks, marketing on digital social media platforms (e.g., Facebook,), viral marketing, social CRM, integrated campaigns featuring advertising and social media, and new marketing opportunities with emerging technologies. This course is offered by Professor Andrew Stephen, a globally recognized expert on social media marketing who has worked with companies such as American express, Dynamic Logic, Hermes, Google, Publicis, Sanofi, and WPP, advises several digital media start-ups, and has talked about social media marketing in BusinessWeek, the New York Times, and the Wall Street Journal.
Prerequisite or co-requisite: BMKT 2409 Marketing Management.
BMKT 2522—Sales Management—1.5 credits
The management of today's sales force requires a unique application of management principles. Typical situations confronting the sales manager involving hiring, training, directing, motivating, and analyzing the sales force will be reviewed through real-world case studies and classroom involvement. This course is somewhat unique in that it stresses hiring characteristics that should be sought by the sales manager and various recruiting techniques that have proven effective. The student can use this information to effectively search for positions in the future as well as be effective in their own hiring efforts in future management positions. The entire course will provide assistance to the student in sales positions following graduation and will form the basis for sales management decisions in future years.
Prerequisite or co-requisite: BMKT 2409 Marketing Management.
BMKT 2033—International Marketing—1.5 credits
This course introduces the student to a systematic treatment of marketing on a global scale. In addition to examining the problems of performing various market functions in other countries, emphasis will be given to analyzing and evaluating culture and how it may impact the ability of a firm to market its products and services. The course uses a combination of lectures, case analysis discussion, current events, and guest speakers to convey key aspects of marketing in a global economy. Course objectives:
  • Diagnose the cultural context in which marketing strategies are executed.
  • Evaluate how client needs, wants and desires change as marketplace marketing variables also vary according to cultural and structural constraints.
  • Evaluate secondary data sources in markets outside the United States, and design effective primary data gathering efforts.
  • Analyze the actions of global actors and players and their influence over marketing plan execution; this includes political, legal and infrastructure constraints and limitations.
  • Research the complex relationships that exist between global players which often include co-creation of products, services and intellectual property while also acting as customers and suppliers to each other across business units. Apply this understanding to the management and execution of a marketing plan given the context of a broader relationship between the firm and a targeted global entity.
  • Establish the link between recent economic political and social news from around the globe to the conduct of business and the general business climate.
Prerequisite or co-requisite: BMKT 2409 Marketing Management.
BMKT 2526—Product Development and Management—3 credits
This course aims to develop marketing decision-making skills related to the development and management of products and services by providing relevant tools and methods of analysis for product/service-related marketing decisions and applying these tools and methods to make strategic and tactical marketing decisions in real and simulated business situations. The course takes a decision-oriented perspective in presenting relevant concepts and tools, demonstrating their application to managerial analysis and decision making and providing participants "hands-on" experience in applying these skills in business situations.
Prerequisite or co-requisite: BMKT 2409 Marketing Management.
BMKT 2531—Marketing Research—3 credits
This course is designed to give you the ability to critically evaluate and use the results of a research study for the purpose of strategic and marketing decision making. Students will not only learn the different types of marketing research methods (focus group, survey research, experimentation) but also the analytical tools necessary to draw actionable conclusions. The use of statistical tools such as regression analysis in marketing research techniques such as conjoint analysis, sales estimation, and attribute-importance elicitation will be emphasized through cases, projects, and class discussions. However, this is not a course in statistics, though it will build on the knowledge you acquire in the introductory statistics course. The course will develop your ability to gain actionable insights from the analysis and to present those insights as actionable recommendations orally as well as in writing.
Prerequisites: BMKT 2409 Marketing Management (may be taken as co-requisite) and BQOM 2401 Statistical Analysis.
BMKT 2533—Business-to-Business Marketing—1.5 credits
Most MBA graduates will join organizations that market their products and/or services to other businesses, institutions, or government agencies. Such marketing is referred to as business-to-business (B2B) marketing. In this class we will look at those management activities that enable a supplier firm to understand, create, and deliver value to other businesses, governments, and/or institutional customers. Marketing of products and services will be covered, with an emphasis on the value concept and business processes. Students should learn critical analytical and problem-solving abilities with respect to business market management. Classes will be conducted in an interactive format with heavy reliance on student interaction, management case analysis, and group presentations with potential guest speakers.
Prerequisite or co-requisite: BMKT 2409 Marketing Management.
BMKT 2544—Shopper Analytics—3 credits
This course focuses on leveraging data via analytics and technology via mobile marketing (e.g., shopping apps) to understand consumers’ “path to purchase” and convert shopper insights into in-store marketing strategies. Sitting at the intersection of brand management, sales, and marketing research, shopper marketing is becoming a key business function at retailers and CPG firms. In this course, students learn the various aspects of shopper analytics via hands-on experience with analytical tools and software (e.g., Nielsen panel data and geodemographics tools). The course uses a combination of lecture, guest lectures by leading local firms (e.g., Heinz, Giant Eagle), and experience-based learning to equip students for careers in shopper analytics, digital marketing, retail consulting, and retailing.
Prerequisite or co-requisite: BMKT 2409 Marketing Management.
BMKT 2551—Digital and Social Media Analytics—1.5 credits
This course presents a data-driven approach to strategic and tactical marketing decision making in the context of digital and social media. Covering the three main media types of paid, owned, and owned media, students will learn about frameworks and methods that allow them to take data from sources such as Google, Facebook, and Twitter to be able to generate valuable and actionable managerial insights. The focus is on learning how to use digital and social media activity data to make better decisions, not on statistical methodologies (however, familiarity with Excel is needed). The course will involve a combination of lectures, guest speakers, and hands-on workshops. This course is part of the digital marketing certificate and complements the "marketing and social media strategy" course.
Prerequisite or co-requisite: BMKT 2409 Marketing Management  and BMKT 2515 Marketing & Social Media Strategy. 
BMKT 2060—Independent Study in Marketing—variable credits (1.0 minimum)
An independent course of study in marketing may be arranged with a faculty member and a student advisor.
Prerequisites: Special permission/faculty sponsorship is required.
BMKT 2569—Brand Management—1.5 credits
This is a new course that explores the role played by brands in influencing consumers' choices, and investigates how to more effectively manage such brands. Course objectives include:
  1. Understanding the relationship that exists between consumers' brands.
  2. Assessing the value of a brand.
  3. Developing and practicing skills that relate to brand building, maintenance, repositioning, and retrenchment. Determining an appropriate brand strategy critically depends on an objective assessment of the brand's strengths and weaknesses as well as a clear understanding of key competitors' offerings.
  4. Examining the roles played by logos, packaging, and Web sites, as well as more traditional forms of marketing communication in influencing consumers' attitudes and choices.
  5. Evaluating the appropriate roles to be played by individual brands in a company's portfolio of brands.
The course uses a variety of tools including lectures, cases, simulations, in-class exercises, hands-on exercises, industry visitors, and individual projects.
Prerequisite or co-requisite: BMKT 2409 Marketing Management.