Marketing Administration

Graduate Studies Committee

The following faculty members served on the Graduate Studies Committee in the spring semester 1998-1999.

Mark I. Alpert
Sridhar Balasubramanian
Richard A. Briesch
Susan M. Broniarczyk
Bart J. Bronnenberg
Eli P. Cox III
William H. Cunningham
Kate Gillespie
Linda L. Golden
Robert T. Green
Karl E. Henion II
Wayne D. Hoyer
David L. Huff
Ajay K. Kohli
Tomasz Lenartowicz
Vijay Mahajan
Leigh M. McAlister
Robert A. Peterson
Rajendra K. Srivastava
Robert E. Witt

Graduate Courses

The faculty has approval to offer the following courses in the academic years 1999-2000 and 2000-2001; however, not all courses are taught each semester or summer session. Students should consult the Course Schedule to determine which courses and topics will be offered during a particular semester or summer session. The Course Schedule may also reflect changes that have been made to the courses listed here since this catalog was published.

Unless otherwise stated below, each course meets for three lecture hours a week for one semester.

International Business: I B

Additional courses that focus on international business are available in accounting, Asian studies, economics, finance, Latin American studies, management, marketing, and Middle Eastern studies. Each course is described in the section of this catalog for the graduate program that offers it.

395. Seminar: International Trade.
Study of contemporary topics in international trade and investment theories, policies, and problems. May be repeated for credit when the topics vary. Some sections are offered on the letter-grade basis only, while others are offered on the credit/no credit basis only; these sections are identified in the Course Schedule. Prerequisite: Graduate standing. Some topics also require consent of instructor; these are identified in the Course Schedule.

Topic 1: Global Strategic Management.
The changing global business environment and the ways multinational corporations compete in this environment. Case studies and readings, followed by a global management computer simulation.

Topic 2: International Trade and Investment.
The basis for international trade, foreign exchange determination, balance of payments, and international trade and investment policy. Macro-level aspects of the international economy, which provide the basis for the functioning of the global economy.

Topic 3: Global Business Operations.
Overview of management in a multinational context, focusing on the multinational corporation; the economic, political, and social environments in which it operates; and its basic managerial concerns with finance, management, marketing, and personnel. Includes an international operations computer simulation.

Topic 4: Business in Developing Countries.
The traditional challenges to business in developing countries and the new challenges of market liberalization. Similarities and differences among countries and regions.

Topic 5: Business in Japan.
Comprehensive examination of macro-level and micro-level issues involved in conducting business in Japan and in competing with the Japanese in the global marketplace. Macro-level issues include government industrial policy, interfirm relationships, and United States-Japan trade relationships; micro-level issues include management style, foreign expansion strategy, research and development strategy, and distribution practices.

Topic 6: International Marketing Management.
An overview of international marketing, with emphasis on the multinational corporation. Subjects include the changing international environment, researching and entering foreign markets, and the marketing mix in international marketing.

Marketing: MKT

382. Seminar: Marketing Administration.
Survey and analysis of current marketing problems; their significance, evaluation, and probable outcome. May be repeated for credit when the topics vary. Some sections are offered on the letter-grade basis only; these are identified in the Course Schedule. Prerequisite: Graduate standing.

Topic 1: Market Area Analysis.
Same as Geography 394C. Conceptual and methodological aspects of analyzing the geographical dimensions of demand. Students complete a field project in which they apply concepts and techniques to the analysis of a problem. Geography 394 (Topic: Seminar in Urban Analysis: Market Area Analysis) and Marketing 382 (Topic 1) may not both be counted.

Topic 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 analysis and projects.

Topic 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 Germany and Japan. Settings range from the Depression and the New Deal to the social regulation of business of the last two decades; topics range from the role of the international oil companies to the deregulation of the airlines.

Topic 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.

Topic 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.

Topic 6: Buyer Behavior in Global Markets.
The application of marketing strategy and buyer behavior principles in the global environment.

Topic 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.

Topic 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. Additional prerequisite: Completion of Master of Business Administration core courses.

Topic 9: Marketing Strategy for Small Business.
Basics of marketing strategy and marketing plan development; students develop such a plan for a beginning business.

Topic 10: Marketing Communications.
Analysis of advertising, publicity, personal selling and sales promotion; their social and economic consequences; their coordination and relationship to other business functions.

Topic 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.

Topic 12: Building Systemic Business Relationships.
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. Additional prerequisite: Completion of an instructor-approved internship.

Topic 13: Pricing and Distribution 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.

Topic 14: Marketing of Services.
Organizations that market services rather than goods; differences between tangible goods and services; unique service-marketing problems and opportunities.

Topic 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.

Topic 16: Project Management in Fast-Cycle Environments.

Topic 17: Data Mining for Marketing.

384. 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. Prerequisite: Graduate standing, three semester hours of marketing, and three semester hours of statistics.

386. Advanced Marketing Management.
Major marketing concepts and variables, their interrelationships, and their implications for policy making, problem solving, and strategy formulation. Some sections are offered on the letter-grade basis only; these are identified in the Course Schedule. Prerequisite: Graduate standing.

397. Seminar: Current Topics in Marketing.
Survey and analysis of current marketing problems; their significance, evaluation, and probable outcome. May be repeated for credit when the topics vary. Prerequisite: Graduate standing and consent of instructor.

Topic 1: Marketing Theory and Development of Marketing Thought.
Analysis of marketing phenomena and their causes. Provides a historical framework to study issues among key components of the marketing system (customers, distributors, and manufacturers).

Topic 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.

Topic 3: Buyer Behavior.
Theoretical examination of the acquisition and consumption of goods, services, time, and ideas by individuals and groups.

Topic 4: Marketing Research Methods.
Advanced statistical procedures and analytical methods for data analysis; reliability and validity of data.

Topic 5: Research Topics in Marketing.
Current research issues, methods, and models in marketing; focus on both theory and methodology.

Topic 6: Advanced Research Methods in Marketing.
New methodological developments and research procedures; selected topics.

Topic 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.

Topic 8: Quantitative Marketing Strategy.
Decision models and analytical procedures used in strategic decision making in marketing; strategic planning approaches, industry analysis (models related to growth in sales and competition), competitive structure (approaches for market structure analysis), and new product design and development models.

399R, 699R, 999R. Dissertation.
Offered on the letter-grade basis only. Prerequisite: Admission to candidacy for the doctoral degree.

399W, 699W, 999W. Dissertation.
Offered on the letter-grade basis only. Prerequisite: Marketing 399R, 699R, or 999R.

About the Program: Marketing Administration

Contents |  Chapter 1 |  Chapter 2 |  Chapter 3
Chapter 4 |  Chapter 5 |  Appendix

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