MARK 312 - Marketing Analytics

3 units (fi 6)(EITHER, 3-0-0)

Students are introduced to the scientific process of transforming data into insight for making better marketing decisions. Topics include: data-driven problem solving; design of surveys, focus groups, and experiments; analytical techniques for primary, secondary, and qualitative data; and machine learning basics. The course is taught as an end-to-end process, starting from problem framing, data collection, method selection, model building, and deployment. Applies Excel and open-source data analysis software. Advanced students can build on this course to prepare for taking the INFORMS CAP (Certified Analytics Professional) Exam. Prerequisite: MARK 301.

MARK 502 - Principles of Marketing Management

3 units (fi 6)(EITHER, 3-0-0)

This course commences with an examination of core marketing concepts, including strategic marketing planning, segmentation and the marketing mix (product, price, place and promotion) and the integration of these concepts into a marketing plan. Specific focus is then provided to developing pragmatic skills regarding marketing effectiveness.

MARK 612 - Marketing Research

3 units (fi 6)(EITHER, 3-0-0)

Provides an examination of marketing research methodologies emphasizing the translation of marketing problems into researchable form, research design, data gathering, data analysis, and implementation of research results. Prerequisite: MARK 502. Credit will not be given for both MARK 612 and 620.

MARK 320 - Consumer Behavior

3 units (fi 6)(EITHER, 3-0-0)

Explores the psychology behind consumer behavior and its implications for consumers and marketers. Internal factors (e.g., attention and perception, needs and motivation, learning and memory, emotion) and external factors (e.g., social influence, choice architecture) will be considered to gain theoretical and practical insights. This course emphasizes empirical research and considers how the evolving marketing landscape (e.g., digitization, technology) interacts with basic psychological processes. Prerequisite: MARK 301.

MARK 470 - Selling and Sales Management

3 units (fi 6)(EITHER, 3-0-0)

The role of selling and management of the sales force in diverse modern business environments. Topics include sales strategies, sales force planning, organization and evaluation, recruiting, selection and training, leadership and motivation, sales forecasting quotas and types of compensation. Prerequisite: MARK 301.

MARK 488 - Selected Topics in Marketing

3 units (fi 6)(EITHER, 3-0-0)

Normally restricted to third- and fourth- year Business students. Prerequisites: MARK 301 or consent of Department. Additional prerequisites may be required.

MARK 624 - Consumer Behavior

3 units (fi 6)(EITHER, 3-0-0)

The psychology behind consumer decision-making and its implications for marketing practice. Internal (e.g. attention and perception, needs and motivation, learning and memory) and external factors (e.g. social influence, situational influence) will be considered to gain theoretical and practical insights. Topics such as social media, word of mouth, and consumer-brand relationships are also covered. Prerequisite: MARK 502.