MKT - Marketing

Marketing: MKT

Lower-Division Courses

MKT X19S. Topics in Marketing.

This course is used to record credit the student earns while enrolled at another institution in a program administered by the University's Study Abroad Office. Credit is recorded as assigned by the study abroad adviser in the Department of Marketing. University credit is awarded for work in an exchange program; it may be counted as coursework taken in residence. Transfer credit is awarded for work in an affiliated studies program.

Upper-Division Courses

MKT X20F. Foundations of Marketing.

Introduction to basic concepts and terminology in marketing: the process of developing marketing strategy, the role of marketing activities within the firm, external influences that affect the development of marketing strategy, and basic analytical tools appropriate to marketing decision making.

MKT X29S. Topics in Marketing.

MKT X32F. Topics in Foundations of Marketing.

MKT X37. Principles of Marketing.

Designed to expand understanding of the marketing system and basic marketing activities and to provide a framework for marketing strategy development and implementation of marketing tools and tactics.

MKT X37H. Principles of Marketing: Honors.

MKT X37N. Introduction to Marketing in New York.

Experience a globally connected city. Study in New York City, home to major industries including arts and entertainment, travel and hospitality, technology, and financial services, as well as major marketing firms and agencies. Consider the marketing strategies of New York industries and develop an understanding of the marketing system and basic marketing frameworks for marketing strategy creation, and implementation of marketing tools and tactics.

MKT X38. Promotional Policies.

Analysis of the use of promotional methods in marketing: advertising, personal selling, sales promotion, and indirect promotion; their social and economic consequences; their coordination and relationship to other business functions.

MKT X40S. Topics in Marketing.

This course is used to record credit the student earns while enrolled at another institution in a program administered by the University's Study Abroad Office or the school's BBA Exchange Programs. Credit is recorded as assigned by the study abroad adviser in the Department of Marketing. University credit is awarded for work in an exchange program; it may be counted as coursework taken in residence.

MKT X54. Topics in Professional Sales and Business Development.

MKT X54.1. Building Sales Relationships.

Explore the theoretical and practical role of communication in the development of long-term client relationships. Examine the consultative sales process, including prospecting, assessing needs, handling objections, presenting, closing, and following up with clients. Investigate on how technology can help or hinder communication.

MKT X54.11. Strategy Consulting.

Introduction to the science and art of marketing strategy consulting. Explore the consulting industry and the key concepts of successful consulting. Execute a complete consulting engagement with an actual client.

MKT X54.2. Sales Strategy and Steering.

MKT X54.26. Data Analytics for Marketing.

Introduction to making more effective marketing decisions through the use of data. Examine sources, collecting and cleansing methods, conducting analyses, and presenting of data. Use real-world data and applications from a variety of industries.

MKT X54.3. Analytical Tools for Sales.

MKT X54.4. Marketing Channels.

Explore the critically important "fourth P" of marketing: how and where to make the value proposition available to customers. Discuss analysis of a direct channel versus the use of intermediaries, the decision to sell online and/or in brick and mortar locations, and many other current marketing channel topics.

MKT X54.5. Sales Management and Strategy.

MKT X54.6. Consumer Behavior.

MKT X54.7. Consumer Behavior in a Digital World.

Examine the core psychological processes underlying consumer decision-making and behavior, and the impact of recent technological advancements on consumer behavior in on and offline environments.

MKT X54.8. Integrated Marketing Communications.

Explore basic message development and dissemination across ever evolving media types; focusing on the brain and emotions, as well as an intense examination of persuasion and core belief formation.

MKT X54.9. Business to Business Marketing.

Focus on business to business marketing skills including: organizational buying and selling models; launching business to business products and services; pricing a product line; sales management and support; managing distribution partners; and social media for business to business promotion.

MKT X60. Information and Analysis.

The development and analysis of information for marketing management sources.

MKT X63. Professional Selling and Sales Management.

Policies, operation, coordination, and control of personal selling activities in marketing organizations.

MKT X66P. Marketing Practicum.

Students apply skills in their major area and focus on additional project management skills through group projects conducted in a professional setting. Students may work with a private or a public enterprise.

MKT X70. Marketing Policies.

A capstone course focusing on case studies of advanced marketing problems, including analysis of markets, promotional planning, pricing, and distribution coordination. Designed to help the student develop a comprehensive understanding of marketing policy and strategy formulation.

MKT X70K. Retail Merchandising.

Designed to familiarize the student with all the activities associated with the sale of goods and services for final consumption and to provide an overview of the decisions involved in merchandising and management, including factors that influence and determine those decisions.

MKT X71T. Topics in Marketing.

MKT X72T. Topics in Marketing.

MKT X72T.1. Corporate Political Strategy.

Study how the political and regulatory environment enables and constrains business activity and how individual firms and groups of firms can ethically yet effectively lobby legislatures, negotiate with regulators, create industry associations, make campaign contributions, and engage in other political activity to gain competitive advantage.

MKT X72T.11. Brand Management.

Assess the strategic importance of building, leveraging, and defending strong brands through various branding, concepts, frameworks, and strategies. Explore current opportunities and challenges in a variety of industries and markets, including consumer packaged goods, business-to-business, services, technology, online, and global.

MKT X72T.13. Data Driven Marketing.

Explore marketing research analytics using various types of data analytics and statistical learning modes.

MKT X72T.14. Global Marketing.

MKT X72T.19. Pricing and Channels.

Explore the concept, theory, and latest thinking that bares on key issues in pricing and channels; taking the perspective of the marketing manager. Apply concepts and theory, through extensive case analyses, to solve pricing and channel problems in realistic business settings.

MKT X72T.21. Strategic Product Management.

Explore the principles of product management, including identifying new growth opportunities, assessing the health and profitability of a product portfolio, developing new products, and positioning and repositioning of current products. Utilize analytical tools, case discussions, and real-world derived projects.

MKT X72T.22. Predictive Analytics and Data Mining.

Introduction to data mining problems and tools to enhance managerial decision making at all levels of the organization. Discuss scenarios, including the use of data mining to support customer relationship management (CRM) decisions, decisions in the entertainment industry, financial trading, and even professional sports teams.

MKT X72T.24. Digital Marketing.

Explore online marketing strategies; navigate online advertising, search, social media, and online privacy; and design and implement an experiment to evaluate the effectiveness of online business decisions.

MKT X72T.25. Digital Marketing Strategy and Growth.

Analyze strategic frameworks that support effective digital marketing decision-making in fast-changing, AI-driven marketplaces. Examine customer value models, including Customer Lifetime Value and the "Jobs To Be Done" framework. Apply principles of entrepreneurial marketing, category design, and brand building using limited resources. Develop full digital marketing programs using proprietary tools to evaluate, implement, and optimize strategies across SEO, SEM, content, email, and social media channels.

MKT X72T.26. Corporate Governance.

Learn about serving as advisors to Boards of Directors or on Boards of Directors of business for profit and non-profit organizations.

MKT X72T.27. Reputational Risk and Crisis Management.

Explore what risk is, crisis management techniques, market communications, and reputational preservation.

MKT X72T.28. Science of Good Business.

Examine theory, data, insights, and empirical evidence from behavioral sciences to learn how individuals and organizations can achieve "good in a business context. Identify actionable, practical applications, based on design thinking principles, that can be implemented in the workplace.

MKT X72T.4. Small Business and Entrepreneurial Marketing.

Conduct market analysis aimed to unlock customer motivations, willingness to pay, and value creation; monetization/business models that entrepreneurial ventures can use; building a marketing plan for a start-up venture, including product, price, promotion, and channel considerations; and use data-driven analytics and metrics to drive entrepreneurial marketing decision making.

MKT X72T.5. Design Thinking for Business Innovation.

Focus on theoretical understanding of design thinking, which includes customer-focus, cross-functional collaboration, and an iterative process for refining products and services.

MKT X72T.8. Creativity and Leadership.

MKT X78. Marketing Micro-topics.

Focuses on contemporary, in-demand marketing topics to help develop the foundational knowledge, hands-on experience, and skills for today's marketing ecosystem.

MKT X78.1. Data Storytelling and Visualization.

Investigate data-driven marketing, identifying stories in data and utilizing visualizations to share that story. Explore Tableau, data literacy, visualization principles, and communicating effectively using data.

MKT X78.2. Negotiating Sales Solutions.

MKT X78.3. International Selling.

MKT X78.4. Sales Technology and Artificial Intelligence.

MKT X78.5. Selling in High Technology Industries.

MKT X78.6. Predictive Modeling in Sales.

MKT X78.7. Professional Purchasing and Procurement.

Explore the role of purchasing and procurement in a business. Examine goals and techniques of purchasing professionals; common structures of purchasing functions in a business; management of suppliers and vendors to achieve goals; cost, resource, and purchase timing management; bid proposal, negotiations, and other strategic purchasing decisions and associated marketing activities.

MKT X79C. Independent Research in Marketing.

Graduate Courses

MKT X82. Topics in Analysis of Markets.

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

MKT X82.11. Quality and Competitiveness.

The globalization of competition, the challenge to the United States position in the world economy, and the total quality management movement as a competitive response.

MKT X82.12. Customer Strategy.

External resources for competitiveness, such as customer relationships that can help deliver superior quality and drive down costs. The course brings together experienced managers and students who have interned with them to explore issues underlying total quality in marketing.

MKT X82.13. Pricing and Distribution Channel Strategies.

Analysis of distribution and pricing decisions, factors that influence these decisions, and the role of pricing and distribution in the formulation of marketing strategy. Lecture/discussions, cases, and group projects.

MKT X82.14. Marketing of Services.

Organizations that market services rather than goods; differences between tangible goods and services; unique service-marketing problems and opportunities.

MKT X82.15. Marketing High-Tech Products.

The forces driving competition in industrial markets, with emphasis on technological products. This course focuses on honing students' analytical skills for leveraging marketing decision making.

MKT X82.16. Project Management in Fast-Cycle Environments.

MKT X82.18. Leveraging Marketing Metrics.

Examines the link between marketing decisions and financial performance.

MKT X82.19. Clients, Consulting, and Communication.

MKT X82.2. Analytical Methods in Marketing.

Basic analytical techniques that are used to improve market-oriented decisions: brand-switching, linear programming applications in advertising, competitive bidding, distribution and location models, conjoint measurement, and multivariate data analysis for strategy formulation. The course stresses the use of the models to deal with marketing variables and problems and the acquisition of relevant data. Case analyses and projects.

MKT X82.20. Human Insights.

MKT X82.21. Brand and Growth Strategy.

Examine the basic building blocks of growing and managing a brand while integrating it seamlessly into the overall marketing activities of the firm. Assess the health and profitability of a product portfolio, develop go-to-market strategies for new products, and discuss positioning and repositioning of current products.

MKT X82.22. Marketing Analytics.

MKT X82.23. Advanced Data Analytics in Marketing.

MKT X82.24. Consumer Well Being.

MKT X82.25. Data Visualization and Storytelling.

MKT X82.26. Predictive Analytics and Data Mining.

MKT X82.27. Behavioral Economics.

MKT X82.28. Connecting with Customers in a Digital World.

MKT X82.29. Consumer Behavior in a Digital World.

MKT X82.3. Business and Public Policy.

Provides a historical framework in which to study key issues in contemporary government and business relations in the United States and, to a limited extent, in other countries. Settings range from the Depression and the New Deal to more recent periods of social regulation of business; topics range from the role of the international oil companies to the deregulation of the airlines.

MKT X82.30. Brand and Growth Strategy.

Explore the principles of product management including assessing the health and profitability of a product portfolio, developing go-to-market strategies for new products, and positioning and repositioning of current products. Examine the basic building blocks

MKT X82.31. Corporate Governance.

MKT X82.32. Creativity and Leadership.

MKT X82.33. Design Thinking for Business Innovation.

Explore the overall design process, along with specific research tools and evaluation methodologies to build empathy and define key customer problems to solve. Discuss best practices for idea generation, prototyping potential solutions, and testing through iterative cycles.

MKT X82.34. Invisible Global Market.

MKT X82.35. Marketing for Nonmarketers.

MKT X82.36. Pricing and Channels.

MKT X82.37. Strategic Branding.

MKT X82.38. Science of Good Business.

Explore what good business means in multiple ways: doing well; being good; and feeling good. Examine theory, data, insights, and empirical evidence from behavioral sciences to learn how individuals and organizations can achieve "good" in a business context. Identify actionable practical applications, based on design thinking principles, that can actually be implemented in the workplace.

MKT X82.39. Experimental Design.

MKT X82.4. Strategic Marketing.

Strategic marketing decisions made at the corporate and business-unit levels, and organizational issues that affect the formulation and implementation of marketing strategy; an experiential course, taught primarily through the case method and a marketing strategy computer simulation game.

MKT X82.40. Data Analysis.

MKT X82.41. Advanced Marketing Management.

MKT X82.42. Digital Marketing and Measure.

MKT X82.43. Marketing Intelligence Capstone.

MKT X82.44. Digital Marketing.

Examine the strategies, frameworks, and platforms driving digital marketing success. Analyze how brands use data-informed insights, paid and organic channels, and evolving consumer behaviors to create measurable impact. Explore frameworks for digital strategy, content development, and performance optimization.

MKT X82.45. Influence of Marketing on Society.

MKT X82.46. Artificial Intelligence for Business Leaders.

MKT X82.49. Sales Management and Strategy.

MKT X82.5. Current Topics in Consumer Marketing.

Reasons for the shift in allocation from advertising to promotion, and implications of this shift for the structure of packaged-goods marketing.

MKT X82.51. Analysis of Markets.

MKT X82.52. Marketing Analytics and Information.

MKT X82.53. Analytical Tools for Marketing.

MKT X82.54. Data Driven Marketing.

MKT X82.55. Data Analytics and Dynamic Pricing.

Discuss nonlinear pricing, price customization, revenue management, bundling and versioning, channel pricing and auction designs in dynamic settings. Using real data sets and detailed exercises, apply these tools and concepts to diverse contexts and industries ranging from search engines to airlines, hotels and casinos to entertainment, and online retailing, utilities, social media, and self-improvement products. Explore analytical skills that can be applied in diverse settings ranging from business to policy issues and major global issues that confront an informed citizenry.

MKT X82.56. Marketing Analytics.

Explore an introduction to a variety of approaches to analyzing firm marketing actions. Discuss preference measurement, market segmentation and targeting, customer economics, product and brand policies, pricing, advertising, and digital marketing.

MKT X82.58. Product Management.

MKT X82.6. Buyer Behavior in Global Markets.

The application of marketing strategy and buyer behavior principles in the global environment.

MKT X82.7. Industrial Marketing.

Concepts, theories, and models from industrial marketing strategy provide the foundation for case analyses of a variety of technology-intensive firms, primarily in electronics, data processing, and pharmaceuticals.

MKT X82.71. CCIMS Marketing Fellows Practicum.

MKT X82.72. Marketing and Customer Insights Practicum.

MKT X82.8. Product Policy and Tactics.

Tactical and strategic product decisions, with emphasis on the former. Consumer goods, with some attention to the marketing needs of industrial products and service industries; decisions about a firm's product portfolio. Uses case analyses and personal computer-oriented analytical exercises.

MKT X82.9. Marketing Strategy for Small Business.

Basics of marketing strategy and marketing plan development; students develop such a plan for a beginning business.

MKT X82C. Product Management for Executives.

Explore product management with a focus on contemporary, in-demand marketing areas that provide the foundational knowledge, hands-on experience, and skills for today's marketing ecosystem.

MKT X82E. Strategic Marketing for Executives.

Explore how to think strategically about marketing issues; how to analyze a business situation; and how to formulate, implement, and monitor a marketing plan through a blend of lectures, case studies, and experiential simulations.

MKT X83. Acquisition, Consumption, and Disposition Behavior.

The acquisition, consumption, and disposition of goods, services, time, and ideas by individuals, families, and organizations, examined from a managerial viewpoint.

MKT X84. Marketing Research Methodology.

An applied approach to advanced marketing research, covering both the design and execution of marketing research projects and the management of the marketing research function.

MKT X86. Advanced Marketing Management.

Major marketing concepts and variables, their interrelationships, and their implications for policymaking, problem solving, and strategy formulation.

MKT X88. Marketing Micro-topics.

Focuses on contemporary, in-demand marketing topics to help develop the foundational knowledge, hands-on experience, and skills for today's marketing ecosystem.

MKT X88.1. Business Development Marketing Sales Leadership.

MKT X88.2. Data Storytelling and Visualization.

MKT X88.3. Leveraging New Media Channels.

Analyze the most important trends shaping media worldwide, ranging from the emergence of content creators to how people consume content to why generative search engines have an important place next to search engine optimization, such as GEO and SEO. Examine media models that are utilized by the public and private sector and explore how the current marketing offering will evolve in the next three to five years.

MKT X88.4. SQL for Business and Marketing.

MKT X91S. Independent Study.

MKT X97. Seminar: Current Topics in Marketing.

Survey and analysis of current marketing problems; their significance, evaluation, and probable outcome.

MKT X97.10. Marketing Models II.

Introduces state-of-the-art theoretical and empirical marketing models using deductive mathematical analysis and inductive statistical reasoning. Create novel quantitative marketing models and estimation methods and critically evaluate the models in the literature of quantitative marketing.

MKT X97.11. Causal Inference.

Examine empirical methods for causal inference with observational data.

MKT X97.2. Marketing Management and Strategy.

Examination from the marketing perspective of the process of strategy development and implementation at various levels of the organization: corporate, strategic business unit, and product line/brand.

MKT X97.3. Buyer Behavior.

Theoretical examination of the acquisition and consumption of goods, services, time, and ideas by individuals and groups.

MKT X97.4. Marketing Research Methods.

Advanced statistical procedures and analytical methods for data analysis; reliability and validity of data.

MKT X97.5. Research Topics in Marketing.

Current research issues, methods, and models in marketing; focus on both theory and methodology.

MKT X97.6. Advanced Research Methods in Marketing.

New methodological developments and research procedures; selected topics.

MKT X97.7. Marketing Models.

Analytical techniques and models developed by management scientists to aid marketing-oriented decisions in contexts such as marketing mix management, new product development, and product adoptions.

MKT X97.9. Behavioral Decision Research.

MKT X98. Thesis.

MKT X98R. Master's Report.

Preparation of a report to fulfill the requirement for the master's degree under the report option.