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Marketing Course Descriptions

Marketing Students

MGMT 32300: Principles of Marketing

This course, designed for students enrolled in Purdue’s academic units outside the Krannert School, aims to provide students with a broad understanding of marketing concepts that are useful to managers in a variety of applications including the marketing of consumer products, marketing of services, business-to-business marketing, and the marketing challenges that arise in not-for-profit organizations.  Marketing involves identifying customer needs, then satisfying those needs by offering the right product and/or service at an acceptable price, making it available to customers through appropriate distribution channels, and promoting it in ways that motivate purchase as much as possible. The course serves as a foundation for marketing knowledge in general. 

MGMT 32400:   Marketing Management

The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in analyzing and solving marketing problems. The course is also a foundation for advanced elective courses in marketing. Topics covered in the course include customer behavior, market segmentation, product positioning, market research, product management, pricing, promotion, sales force management and competitive analysis. 

MGMT 42110:   Marketing Analytics

Prerequisites: MGMT 30500 C- or higher and MGMT 32400 C- or higher

This 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 through the use of an experiential learning project provided by an external client.

MGMT 42210:   International Marketing

Prerequisites: MGMT 32400 C- or higher

Most 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 higher

This 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 higher

The 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 higher

This 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 higher

Digital 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 an online marketing project. In the online marketing project, each student team is given $50 to promote a chosen business or organization via online or social media platform (including search engine advertising and online display advertising).

MGMT 42910:   Experiential Marketing

Prerequisites: MGMT 42500 Minimum Grade of B- or MGMT 42110 Minimum Grade of B- or MGMT 42710 Minimum Grade of B- (Instructor Permission Required)

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 higher

The 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. 

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.