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Marketing Area

Marketing Elective Course Schedule

Module 1

MGMT 52100: Brand Management

This course exposes students to the issues and activities in brand management. Topics include developing the brand marketing plan, design and execution of integrated marketing communications, testing, launching, and repositioning of brands, creating and managing brand equity, formulating strategies for leveraging and defending brands, product line and category management.

MGMT 62500: Marketing Research

Development of a disciplined analytical and conceptual base that will enhance student skills in marketing research.  Provides hands-on experience applying state-of-the-art marketing research techniques and analysis tools to real-world business problems.  Enhances students’ abilities to integrate research information with good judgment to develop action plans for marketing management.

MGMT 59000: Marketing Projects (semester long course - spans Modules 1 and 2)

In this course, students apply marketing skills as they work directly with outside clients and participate in real-world marketing projects.   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.  

Module 2

MGMT 69000: Data-Driven Marketing

The primary focus of this course will be on what insights marketers typically seek to gather from customer, company, and competitive data and how to integrate the insights gathered from data for marketing decisions.  The course will also provide students with a review of the best practices across a variety of industries and companies through case studies.  Finally, the course will include guest presentations by senior executives from the three major data-driven marketing firms who complete in the USA and worldwide.

MGMT 59000: Digital Marketing Strategy

Enables students to rethink marketing in the evolving digital age and develop capabilities in developing, implementing, and evaluating digital marketing strategies. Topics include: digital marketing strategy framework, search engine marketing, social media marketing, and location based marketing (mobile).

Module 3

MGMT 52000: Pricing Strategy and Analysis

The course enables participants to formulate a systematic framework for approaching the problem of pricing a product, and more generally, a product line. The concepts and analytical methods necessary to develop such a framework are explored and incorporate marketing, competitive, and legal aspects.  The course will use a combination of lectures, case discussions and exercises.

MGMT 52200: New Product Development

The course covers new product development issues including idea generation, concept testing, prototype development, patent protection, and product launch.  Student teams generate a new product idea, test the idea with target customers, and develop a product launch strategy.

MGMT 59000: Marketing Projects (semester long course - spans Modules 3 and 4)

In this course, students apply marketing skills as they work directly with outside clients and participate in real-world marketing projects.   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.  

Module 4

MGMT 52500: Marketing Analytics

This course equips students with quantitative and analytical techniques, and statistical software tools required for implementing marketing concepts such as segmentation, targeting, product positioning and product design. It trains students to use a data and analytics driven systematic approach for solving real marketing decision problems.

MGMT 62300: Business Marketing

This course deals with the challenges of marketing to commercial enterprises, government organizations, and non-profit institutions. It covers topics including organizational buying behavior, launching and management of new high tech products, beta testing, customer relationship management, and the importance of manufacturing-marketing coordination.