Courses & Syllabi
The descriptions of all courses offered by the Marketing & Logistics department can be found below. For information about the current semester's schedule of courses and sample syllabi, please consult the syllabus directory.
MARKETING COURSES
BUSML 3150: Foundations of Marketing
This course presents the concepts, framework and tools of market-based management. The goal of a market-based management system is to deliver superior customer satisfaction, value and profitability. The focus of the course is on identifying, creating, delivering and measuring value creation from the customer’s point of view. Topics include the marketing concept and the role that product, price, promotion, and distribution play in marketing strategy and implementation. The knowledge acquired in this class provides a foundation for all later coursework in marketing. Formerly BUSML 450.
Prerequisites: Econ 2001.01 (200), or equiv. Not open to students with credit for BUSML 3250 (650) or 450. Not open to students in BSBA.
BUSML 3245H (formerly 4242H): The Strategy and Tactics of Software Marketing
This course provides an overview of the economics and marketing strategies essential for success in the software industry. Students will gain an understanding of the unique economic factors influencing software products, including pricing models, market competition, and the impact of network effects.
Prerequisites: Honors standing, Engr 1282.04H, and enrollment in the Integrated Business and Engineering (IBE) program; or permission of instructor.
BUSML 3250: Principles of Marketing
This course presents the concepts, framework and tools of market-based management. The goal of a market-based management system is to deliver superior customer satisfaction, value and profitability. The focus of the course is on identifying, creating, delivering and measuring value creation from the customer’s point of view. Topics include the marketing concept and the role that product, price, promotion, and distribution play in marketing strategy and implementation. The knowledge acquired in this class provides a foundation for all later coursework in marketing. Formerly BUSML 650.
Prerequisites: Econ 2001.01 (200), or equiv. Not open to students with credit for BUSML 3150 (450) or 650.
BUSML 4201: Consumer Behavior
This course examines how and why people behave as consumers — either industrial or consumer. Its goals are to provide an understanding of consumer behavior based on extensive research and to provide experience in the application of this knowledge to marketing management and social policy decision making.
Prerequisites: BUSML 3250 (650), BusMgt 2320 (330) and 2321 (331). Not open to students with credit for BUSML 750.
BUSML 4202: Marketing Research
This course examines the role of marketing research in the formulation and solution of marketing problems. Special emphasis is placed on problem formulation, research design, data collection methods (including data collection instruments, sampling, and field operations), and data analysis techniques.
Prerequisites: BUSML 3250 (650), BusMgt 2320 (330) and 2321 (331). Not open to students with credit for BUSML 758.
BUSML 4203: Marketing Strategy
This course focuses on strategic planning and examines how environmental factors affect long-term marketing strategies, how firms adapt to opportunities and threats in dynamic environments and how to assess development of competitive advantages. The case method will be used exclusively in this course which means that students will be responsible for preparing an analysis of a new case each week.
Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for BUSML 752.
BUSML 4204: Marketing Projects
In this advanced marketing course students will act as a consulting team and work with a client firm on a marketing problem, produce a report and present their work.
Prerequisites: BUSML 4201 (750) and 4202 (758) or enrollment in regional campus General Business Program.
BUSML 4210: Advanced Marketing Research
Applications of modern marketing research procedures to a variety of marketing problems are explored in this course. Special emphasis will be placed on survey design and sampling, attitude measurement, perceptual mapping, market segmentation, conjoint analysis, measurement of customer satisfaction.
Prerequisites: BUSML 4201 (750) and 4202 (758)
BUSML 4211: Market Analysis, Development & Forecasting
Before a new product can be launched, or a new segment of customers targeted a firm must assess the size and demand for an offering. Methods used to forecast consumer behavior, market share, and sales (for production and inventory control) will be examined in this course.
Prerequisites: BUSML 4201 (750) and 4202 (758).
BUSML 4212: Customer Relationship Management
This course examines the theories of methods used to identify profitable customers, understand their needs and wants, and how to build a bond with them by developing customer-centric products and services directed toward providing customer value. Hands-on experience with analytical CRM and data mining tools will be provided. A special emphasis will be put on understanding the customer life cycle, market segmentation, customer acquisition, basket analysis, cross-selling, customer retention and loyalty.
Prerequisites: BUSML 4201 (750) and 4202 (758)
BUSML 4222: Services Marketing
This course examines customer touch point analysis, brand consistency, and integrating customer information across the organization. Issues addressed include understanding service failure and recovery, management of service employees and the establishment of a service culture.
Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for 760.
BUSML 4223: Foundations of Sales and Sales Management
Examines the basics of business-to-business professional selling and provides core sales management building blocks. Emphasizes the importance of building relationships and adding substantial value to business customers while providing a theoretical and practical overview of the selling and buying process, salesforce structure, and sales tools.
Prerequisites: BUSML 4201, 4202, and BusMHR 2292, or equiv. Not open to students with credit for 4220 and 4221.
BUSML 4224: Strategic Sales Leadership
This course provides an overview of sales management and its managerial hierarchy using real-world Fortune 100 company examples as well as practical, experiential application through case work and guest panelists. Principles covered include enterprise BSB sales strategy and structure, sales leadership, value-based sales methodology and practice, sales force design, development, and management, sales forecasting, CRM and sales technologies, salesperson performance, behavior, motivation, exploration of career-pathing in sales and sales leadership, recruitment and selection of salespeople, training salespeople, compensation.
Prerequisites: BUSML 4223, and BusMHR 2292, or equiv. Not open to students with credit for 4220 and 4221.
BUSML 4225: Strategic Sales Accreditation
This course provides a comprehensive exploration of Value Selling principles and the Executive Buying Formula. By the end of the course, students will be equipped with the skills and knowledge to effectively engage and convert prospects, ensuring successful sales outcomes.
Prerequisites: BUSML 4223, and BusMHR 2292, or equiv. Not open to students with credit for 4220 and 4221.
BUSML 4232: Digital Marketing
This course examines the how marketers can utilize emerging media (electronic, online, social and mobile) to promote customer engagement, enhance their traditional marketing mix, and measure the effectiveness of marketing efforts.
Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for 754.
BUSML 4233: Advertising and Promotional Strategy
Provides the tools needed to develop, manage and evaluate an integrated marketing communication campaign. Examines how marketers utilize advertising and promotional programs to enhance marketing efforts. Communication fundamentals, goal setting, creative and media strategy, campaign development and measurement issues, and pricing implications are explored.
Prerequisites: BUSML 4201, 4202, and BusMHR 2292, or equiv. Not open to students with credit for 4230 and 4231.
BUSML 4240: New Product Management
This course will examine state of the art tools and strategies for development of successful new products. Special emphasis will be placed on opportunity identification, concept generation, concept evaluation, product design and development, and commercialization and launch.
Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for 756
BUSML 4241: Entrepreneurial Marketing
This course examines best practices in Entrepreneurial Marketing. Entrepreneurs face unique challenges in successfully building competitive advantages with limited marketing resources. This course covers the analysis of marketing opportunities, identification of the target audience, and the development a marketing strategy, brand positioning and an integrated marketing plan. It reviews product and service development processes and it provides a basis for establishing pricing policies.
Prerequisites: BUSML 4201 (750) and 4202 (758). This course does not count toward the Entrepreneurship Minor.
BUSML 4251: Retail Management
This course examines contemporary distribution channels. The course will focus on strategic decisions for successful retail practices. Industry trends will be examined to highlight how companies design and manage retail, as well as, e-tail environments. Principles and methods will be covered that address decisions regarding location, personnel, purchasing, inventory control, service, expenses and profit margins.
Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for 753
BUSML 4252: Social Marketing & Public Policy
This course examines social marketing, which seeks to benefit a targeted population and the general society rather than a marketer or firm. Non-profit, cause marketing, corporate social responsibility, and sustainability issues are explored.
Prerequisites: BUSML 4201 (750) and 4202 (758).
BUSML 4253: Global Marketing
This course examines the theory of marketing across national borders, as well as marketing and market research within different foreign environments, including the development of marketing strategies by the international company.
Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for 757. This course does not count toward the International Business Minor.
BUSML 4254: International Marketing
This course examines the theory of marketing across national borders, as well as marketing and market research within different foreign environments, including the development of marketing strategies by the international company.
Prerequisites: BUSML 3250 (650). Not open to students with credit for 757. This course does not count toward the Marketing Major.
BUSML 4255: Sustainability Marketing for Consumers, Firms & Society
This course provides a comprehensive exploration of Value Selling principles and the Executive Buying Formula. By the end of the course, students will be equipped with the skills and knowledge to effectively engage and convert prospects, ensuring successful sales outcomes.
Prereq: 4223 and BusMHR 2292, or equiv. Not open to students with credit for 4220 or 4221.
BUSML 4256: Sustainability Marketing for Consumers, Firms & Society
This course is designed to explore the important role of branding in the marketing process. It will cover key elements that go into developing, managing and maintaining a powerful brand.
Prereq: 4201, 4202, and BusMHR 2292, or equiv.
BUSML 4258: eCommerce Digital Advertising
Students will learn about retailer advertising networks such as those of Wal-Mart, Target, and Lowe's via Amazon's retail business platform including sponsored ads, display ads, OTT, and audio ads. They will apply this knowledge to a 'real-life' client project and deliver a recommendation presentation. Students will also complete analysis-based assignments and Amazon's certification in advertising.
Prereq: 3250. Prereq or concur: 4232 or 4233.
BUSML 4259: Strategic Sales Leadership
Introduces the business models and marketing strategies employed in the sports and music industries, and trains students to think critically about the decisions that managers face in these industries.
Prerequisites: BUSML 3150 or 3250.
BUSML 4260: Pricing Strategy
This course provides a framework to set the right price and introduces various pricing tactics to obtain a competitive advantage. We will explore the economic, strategic, and behavioral factors that influence pricing decisions, and learn how to assess and apply customer value in pricing through tools such as price elasticity, conjoint analysis, and segmentation.
Prereq: 4201, 4202, and BusMHR 2292, or equiv.
Prerequisites: BUSML 4201, 4202, and BusMHR 2292, or equiv.
7201: Marketing Research Analysis
Exploration of issues related to data analysis for marketing decisions: costs/benefits of analysis in aggregate; difference between descriptive and structural models; complexities of imperfect information.
Prerequisites: MBA 6252 (840), or enrollment in the MAcc program. Not open to students with credit for 847.
7202: Consumer Behavior
Development of the consumer decision process and its application to marketing strategy decisions.
Prerequisites: 6250 or MBA 6250 (840), or enrollment in the MAcc program. Not open to students with credit for 854
7203: Advertising Strategy and Management
The advertising process, partnership with an ad agency, uncovering consumer insight to drive advertising strategy, formulating and guiding advertising strategy, media planning concepts, and measuring advertising effectiveness.
Prerequisites: 6250 or MBA 6250 (840), or enrollment in the MAcc program. Not open to students with credit for 846. Must be taken concurrently with BUSML 7208.02
7204.02: Advertising Strategy and Management
Tools for predicting the effects of product reformulation. A choice simulator is constructed to investigate the source of volume and the effect of targeted marketing actions. A comparison to, and the integration of, marketplace data is examined.
Prereq: MBA 6250, 6252, or 6253. Not open to students with credit for 7204.01.
7205: Services Marketing
This course will focus on equipping students to become more effective leaders of service organizations as well as more enlightened customers of service firms.
Prerequisites: MBA 6252 (840).
7206: Brand Management
The course will cover the brand management process, strategic targeting, constructing compelling brand platforms, brand portfolio management, building and sustaining brand equity, brand equity metrics and strategic brand communications.
Prerequisites: 6250 or MBA 6250 (840), or enrollment in the MAcc program. Not open to students with credit for 852.
7207: Pricing Strategy
The course will focus on microeconomic theory, statistics and psych to shed light on pricing. Explore foundation of sound pricing decisions: costs, customer and competition, and then move on to current pricing strategies, tactics and their application.
Prerequisites: 6250 or MBA 6252 (840). Not open to students with credit for 851.
7208: Digital Marketing
Management of digital marketing assets in order to develop strategies and execute tactics associated with cross-channel marketing in the digital era.
Prerequisites: MBA 6250 or 6252.
7209: Strategic Sales Force Management
Focuses on management of the sales function and its coordination with other components of marketing strategy including pricing, product development, promotion, and distribution.
Prerequisites: MBA 6252 or 6253.
7211: Consumer Psychology
Course delves into consumer psych, and the means by which consumer behavior can be influenced or altered. Course will explore the psychological underpinnings of consumer information processing, attitude formation and persuasion, learning and memory.
Prerequisites: MBA 6250, 6252 or 6253.
7212: Business Development: Client Acquisition & Retention
Explore the value process in business to business relationships, leading such relationships; facilitating alliances; leading customer solutions; understanding interfaces with other functions; and quantifying/measuring value.
Prerequisites:MBA 6252 (840), or enrollment in MAcc program.
7214: Cross Channel Marketing
Examines the unique challenges of bringing a service brand to life across multiple channels. Understanding the methods, processes and approaches to creating holistic experiences that resonate with the target audience is covered.
Prerequisites: MBA 6252 (840), or enrollment in MAcc program.
7215: Marketing and Sustainability
Review core concepts of global marketing including, pricing, research, positioning, strategy, social responsibility, communicating with world consumers, and management team development from a sustainability viewpoint.
Prerequisites: MBA 6250, 6252 or 6253.
7216: Social Marketing & Public Policy
Examination of social marketing, which seeks to benefit a targeted population and the general society rather than a marketer or firm. Non-profit, cause marketing, corporate social responsibility, and sustainability issues are explored.
Prerequisites: MBA 6252 or 6253.
7218: New Product Management
Strategies and tools for the development of successful new products. Emphasis is placed on opportunity identification, concept generation and testing, product design, and development and launch.
Prerequisites: MBA 6252 (840), or enrollment in the MAcc program.
7243: Prescriptive Analytics
Focus on prescriptive analytics to determine causal effects and identify optimal decisions in business. Emphasis on programming data analysis using the R statistical language.
Prerequisites: Enrollment in the SMB-A program, or permission of instructor.
7245: Analytics of Micro Marketing Data
Focus on the analytics of disaggregate marketing data including appropriate measurement scales and techniques for specific data types. Emphasis on modeling techniques and tools, such as textual analysis, utility-based analysis, and attribution models, to solve marketing problems in corporate setting.
Prerequisites: Enrollment in the SMB-Analytics program, or permission of instructor.
7247: Analytics for Macro Marketing Data
A 'macro' approach to understanding the marketing decision process with implications stretching beyond the firm: i.e., consumers privacy, search and recommendation. Emphasis on data structures arising from online platforms and marketplaces as well as the prevalent technological and regulatory landscape in the industry.
Prerequisites: Enrollment in SMB-Analytics program.
7251: Retail Management
Course provides students with an introduction to basic concepts needed to run a successful retail organization in today?s competitive environment. Reviews and discusses distribution channels, key issues, and strategic decisions that retailers face as they design and effectively manage retail and e-commerce operations. Examines how history and current trends impact the future of retailing.
Prerequisites: MBA 6253.
7252: Data Driven Marketing
We will study the impact of analytics on successful marketing decisions with different data set. The course covers a spectrum of topics that include marketing metrics, digital analytics, marketing response models, experimentation, and big data. It is designed for students with some background in quantitative methods and exposure to basic marketing research concepts.
Prerequisites: Enrollment in the Specialized Master in Business Analytics (SMB-A) program, or permission of instructor.
7715: Attracting and Retaining Customers in Health Science.
This class focuses on the process of attracting and retaining customers in the health sciences industry. Students will explore how to drive growth through new patient acquisition and retention as well as by understanding the practice's ability to provide value, and the patient's needs in relation to that value.
Prerequisites: BusMgt 7701, BusFin 7400, and BusMHR 7264; and enrollment in the Graduate Business Minor in Health Sciences.
LOGISTICS COURSES
BUSML 3380: Logistics Management
Concepts and methods used to plan and manage logistics activities in a business environment. Understanding of the components of logistics management and tradeoffs required to manage the integrated flow of goods through the supply chain.
Prerequisites: Econ 2001.01 (200), or equiv. Not open to students with credit for 780.
BUSML 4380: Advanced Logistics Management
Advanced coverage of the concepts and methods used to plan and manage logistics activities in a business environment; in-depth understanding of the components of logistics management and tradeoffs required to manage the integrated flow of goods.
Prerequisites: 3380.
BUSML 4381: Logistics Execution I (formerly Transportation Management)
Issues and strategies in transportation and warehouse management and policy, including modes of transportation, capacity management and carrier management. Emphasis also on warehouse productivity and operations.
Prereq: 3380, and AcctMIS 2200, 2300, and BusOBA 2320, 2321; and BusMHR 2291 or 2292. Not open to students with credit for 5381.
BUSML 4382: Logistics Analytics
Will equip student with the tools and skills necessary to recognize, analyze and solve significant problems in the operation of a logistics system through the application of techniques using spreadsheet analysis, optimization and simulation.
Prerequisites: 4380, and BusMgt 2320 (330) and 2321 (331). Not open to students with credit for 781.
BUSML 4383: Supply Chain Management
Focuses on distinction between logistics and supply chain management; cross-functional integration of key business processes within the firm and across network of firms that comprise supply-chain; framework for supply chain management.
Prerequisites: 3380. Not open to students with credit for BUSML 785.
BUSML 4384: Supply Chain Management Tools
Focuses on tools and methods for assessing and improving the collaboration that takes place between functions within the firm and companies within the supply chain; implementation of cross-functional processes to manage the supply chain.
Prerequisites: 4383 and BusMHR 2291 (BusAdm 499.01).
BUSML 4385: Building a Sustainable Supply Chain
Focuses on understanding how to measure and impact the long-term sustainability of a company's supply chain operations; learn practices for reducing carbon footprints and creating a more resilient supply chain, while meeting financial goals.
Prerequisites: 3380
BUSML 4386: Logistics Technology and Application
Focus on the operational use of logistics software technologies such as transportation management systems, warehouse management systems, and inventory management systems. Course taught in a lab environment with tools for lectures, exercises and HW.
Prerequisites: 3380.
BUSML 4387: Lean Logistics
Examines using Lean tools and insights to remove bottlenecks and impediments to efficient, effective logistics, resulting in reduced logistics costs and improved service.
Prerequisites: 4380.
BUSML 4388: Warehouse Operations
Study of general warehouse operations, focusing on facility layout, financial analysis, labor relations, warehouse management systems, productivity improvement and measurement; impact of corporate and industry strategies on warehouse operations.
Prerequisites: 3380.
BUSML 5389: Logistics Decision Making
Analysis of logistics decision making in the context of the business environment; application of the solution methods needed to meet business goals. Capstone designed to expand on previous courses & prepare students to implement logistics concepts.
Prerequisites: 4380. Prerequisite or concurrent: 4382. Not open to students with credit for 782.
BUSML 7380: Strategic Logistics Management
Develop an understanding of key drivers of logistics performance and their inter-relationships with strategy and other functional areas. Focus on developing analytic, problem-solving, and cost trade-off management skills.
Prerequisites: Enrollment in MBA or MBLE.
BUSML 7381: Logistics Decision Making
A case-based course that will prepare students to make data-driven decisions on key logistics issues and then make these decisions actionable through a focus on appropriate solution methods needed to achieve firm financial goals.
Prerequisites: 7380.01 or 7380. Not open to students with credit for 7381.02 or 7381.
BUSML 7382: Logistics Analytics
Focuses on the application of quantitative techniques. Problems addressed include demand forecasting, inventory control, and network design using spreadsheet analysis, optimization and simulation.
Prerequisite or Concurrent: 7380.
BUSML 7383: Supply Chain Management
Develop an understanding of key drivers of logistics performance and their inter-relationships with strategy and other functional areas. Focus on developing analytic, problem-solving, and cost trade-off management skills.
Prerequisites: Enrollment in MBA or MBLE.
BUSML 7386: Logistics Technology and Application
Focus on the operational use and appropriate contextual use of logistics software technologies such as transportation management systems, warehouse management systems, inventory management and network design.
Prerequisites: 7380.
BUSML 7387: Lean Logistics
Examines using Lean tools and insights to remove bottlenecks and impediments to efficient, effective logistics, resulting in reduced logistics costs and improved service.
Prerequisites: 7380.
BUSML 7388: Field Problems in Logistics
Advanced graduate studies course where students work in groups as consultants to solve actual business problems for clients. Objectives include developing problem solving skills and gaining practical experience.
Prerequisites: 7380.
BUSML 7390: MSCM Kickoff Experience
This 2.5-day on-campus experience will include a mini-course (8 instructional hours) on Finance and Accounting, and two company visits (8 instructional hours) to include facility tours and executive presentations. It will also provide an orientation for the program and an opportunity for the students to meet each other, the faculty and the staff involved in the program.
BUSML 7391: Strategic Supply Chain Management
Overview of the key components of managing and operating a supply chain, including the strategic role of supply chain management in determining both the firm's financial performance and the customer experience.
BUSML 7394: Strategic Logistics Management
Strategic Logistics Management is the introductory graduate logistics course. The objective is to give students a working knowledge of strategic and managerial issues in logistics and supply chain management. The course is intended to provide broad support for careers in management, regardless of major.
BUSML 7396: Consumer Centric Supply Chain
In this course, we will explore the "ultimate customer" of supply chains, by highlighting consumer trends, consumer expectations, and consumer-facing supply chain contexts, such as retail and last mile logistics.
BUSML 7399: MSCM Capstone
The MSCM Capstone course represents (1) the opportunity to exhibit a broad understanding of the concepts taught and discussed across the MSCM program, (2) apply those concepts to a well-structured problem with associated data, and (3) offer a real and implementable supply chain solution to your organization (or a partner organization), that has the potential to yield measurable performance results.