Marketing & Logistics

Courses & Syllabi

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 3241: Introduction to 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. Formerly BUSML 490.

Prerequisites: Econ 2001.01 (200) or AEDEcon 200, or equiv, and Math 1130 (130), or equiv. Not open to students with credit for 4241 or 490. BSBA students cannot use this course for credit in the Marketing major.

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 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 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 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.

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

7203.02: Advertising, Promotion, and Digital Marketing I

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

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.

7208.02: Advertising, Promotion, and Digital Marketing II

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, 6252, or 6253. Concur: BusML 7203.02. Not open to students with credit for 7208.01 or 7208.

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.

7217: Marketing Projects

Students work in teams as consultants, apply marketing concepts and principles to actual client problems, and present their recommendations to executives of their client organization.

Prerequisites: MBA 6252 (840). Not open to students with credit for 849.

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.

7219: Customer Satisfaction and Loyalty Analysis

Tools for the analysis of survey and marketplace data. Topics include the design of surveys, scale development, analysis of the recency, frequency and monetary value of transactions, web-based 'click-stream' data and others.

Prerequisites: 6250 or MBA 6250 (840), or enrollment in the MAcc program.

7225: Marketing Metrics

Marketing Metrics are critical for assessing the Return On Investment (ROI) of marketing actions and for making and justifying marketing mix decisions. This course is designed to a) identify key marketing metrics, b) illustrate how these metrics can be used in managerial decision-making, c) show the link between marketing and financial metrics, and d) teach skills to develop a marketing dashboard.

Prerequisites: MBA 6251 and 6252.

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 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 5381: Transportation Management

Issues and strategies in transportation management and policy; emphasis on study of modes of transportation, intermodal and international transportation, capacity management, competitive relations between modes; aspects of carrier management.

Prerequisites: 3380, or enrollment in MBLE. Not open to students with credit for 784.

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 7384: 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.

Prerequisites: 7383.

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.