- MGMT 32400: Marketing Management
The objectives of this course are to expose students to the problems commonly faced by marketing managers and to develop skills in analyzing marketing problems and preparing implementable plans of action based on analyses of given business situations. Cases and a marketing simulation are used to focus the discussion and to reinforce learning of key marketing concepts.
- MGMT 42110: Marketing Analytics
Prerequisites: MGMT 30500 C- or higher and MGMT 32400 C- or higherThis course covers essential decision models and strategic metrics that form the cornerstone of marketing analytics. Using the insight gained in the course, students can predict the outcome of marketing plans to boost return on marketing investment (ROMI). The course emphasizes hands-on learning so students can immediately apply the econometric tools and techniques on a variety of marketing applications. A number of relevant topics are discussed, such as market sizing, forecasting and positioning, promotion budget allocation, and profit maximization. The final piece of this course is guiding the students on how best to craft data-driven presentations to key stakeholders.
- MGMT 42210: International Marketing
Prerequisites: MGMT 32400 C- or higherMost U.S. businesses, large and small, are becoming deeply involved in international business. The trend is going to grow even stronger because of the influence of World Trade Organization and regional trade blocks. Under these circumstances, it is imperative that business managers possess the skill sets to adapt their marketing strategies to the needs of international markets. This course will cover the concepts and theories pertaining to international marketing. It is aimed to provide students with skills in formulating a marketing plan for foreign market entry and conducting business in a foreign country.
- MGMT 42300: New Product Development
Prerequisite: MGMT 32400 C- or higherThis course provides an overview of the new product development process. Detailed insights are provided into the “fuzzy front end” of this process. Targeting, positioning, and product decisions are also covered. The second half of the course completes the marketing mix and covers various market testing and product launch issues.
- MGMT 42500: Marketing Research
Prerequisites: MGMT 30500 C- or higher and MGMT 32400 C- or higherThe purpose of this course is to develop skills in the planning and execution of market research studies designed to acquire useful information for marketing decisions. It aims to familiarize students with techniques of research design, data collection, and analysis. Emphasis is placed on evaluating the results obtained from such investigations.
- MGMT 42610: Brand Management
Prerequisites: MGMT 324 C- or higherThis course is designed to provide an understanding of how to manage a brand, product, or product category. The course concerns issues related to customer behavior and customer decision making, with an emphasis on how to utilize such customer-oriented knowledge for building and maintaining brand equity. This course builds on concepts and topics covered in the core marketing course.
- MGMT 42710: Digital and Social Media Marketing
Prerequisites: MGMT 32400 C- or higherDigital marketing is where marketing meets the internet, wireless devices, and other digital media. The course covers a variety of topics including online advertising, search engine optimization, participation in social media, online listening and monitoring, and web & social media analytics. Through a combination of lecture, case studies, hands-on exercises, and course projects, students develop capabilities in designing, implementing, and evaluating digital marketing strategies. Students can also gain hand-on learning experience in the course by participating in a Google sponsored online marketing challenge and Google+ social media competition. In the online marketing challenge each student team is given $250 to promote a chosen business via Google AdWords platform (including search engine advertising and online display advertising).
- MGMT 42910: Experiential Marketing
Prerequisites: MGMT 42110 C- or higher, or MGMT 42500 C- or higher, or MGMT 42710 C- or higher
In this course, students apply marketing skills as they work directly with outside clients and participate in real-world marketing projects. Projects are varied and may involve marketing plan development, market research, new market and product development, brand management, and global social entrepreneurship. Clients include local start-ups and non-profit organizations, entrepreneurs working with Purdue’s Foundry and Discovery Park, and independent artisans, entrepreneurs and business owners in developing areas of the world. Students are given flexibility in selecting projects of interest. Teams meet regularly and on their own schedule to clarify project requirements, produce marketing materials, and present marketing deliverables to clients. Teams work under the direction of a faculty member.
- MGMT 49000: Consumer Behavior and Marketing
Prerequisite: MGMT 32400 C- or higherThe course focuses on understanding how and why consumers behave the way they do. We explore behavioral and economics theories that help us better understand and predict consumers’ behavior, and learn about how these theories can be applied in developing marketing strategies. The goal of this course is to acquire knowledge of (1) a framework for analyzing consumers’ decision making; (2) relevant psychological, sociological and economics concepts; and (3) the marketing research methods for studying consumer behavior. We apply this knowledge to measure consumers’ beliefs, attitudes, intentions and behavior and predict how consumers will react to different marketing strategies. The course will use a combination of lectures, cases, exercises and group projects.
- MGMT 49000: Pricing Strategy and Analysis
Prerequisite: MGMT 32400 C- or higherThe course enables participants to formulate a systematic framework for approaching pricing decisions. In the era of Big Data, where information is available at consumer level, pricing becomes a crucial lever for increasing the relationship with the customer and maximizing profits and shareholder value. Students will learn the concepts, theory, and the latest thinking on pricing, taking the perspective of the marketing manager. They will then apply concepts and theory to the solution of practical pricing problems. This will be done through the application of marketing techniques for the analysis of real transaction data. The course will use a combination of lectures, case discussions and exercises.
Other Marketing Courses at Purdue
- AGEC 331: Principles of Selling in Agricultural Business
The course concerns the principles of salesmanship and their application to the agricultural business. Topics include attitudes and value systems, basic behavioral patterns, the purchase decision process, relationship of sales to marketing, selling strategies, preparing for sales calls, making sales presentations, handling objections, and closing sales. Emphasis is placed on application of principles to real-world situations and on building selling skills through class projects.
- COM 256: Introduction to Advertising
The course covers an analysis of commercial persuasion from colonial times to the era of mass communication. The course examines the structure of advertising messages, how they are adapted to specific audiences, and the social settings in which they occur.