EMSM Course Descriptions

Core Courses

Marketing Management

Examination of the nature and fundamentals of marketing management. The course focuses on the development of a marketing plan and the functional tools available to the marketing manager to implement the plan. It draws specific attention to the planning, organizing, directing, and controlling of the marketing function.

Marketing Research

Exploration of the development of market research studies through the setting of objectives, the design of surveys and other information-gathering techniques, the collection of data, the interpretation of findings, and the preparation and presentation of research reports.

Consumer Behavior

Examination of the psychological, economic, socio-cultural, and decision-making influences on consumer behavior, including a discussion of consumer behavior applications to social marketing.

Advertising & Marketing Communications

This course will provide a comprehensive understanding of the rapidly changing field of advertising and promotion from an integrated marketing communications perspective. The focus will be on how the various elements of an organization's promotional mix are combined to develop a total marketing communications program that sends a consistent message to customers. Those elements of the promotional mix will include advertising, direct and interactive marketing, use of the Internet and new media, public relations, trade promotion, and consumer promotion.

International Business Analysis

Analysis of the major characteristics of international business: of its economic, political, social, and cultural environments; of key international institutions; and of the problems, policies, and practices in this area. Studied in particular are: (1) evaluating foreign markets; (2) operating in foreign environments; (3) managing far-flung organizations; (4) financing foreign trade and investment and (5) handling foreign-exchange and political risks.

Applied courses

Current Issues In Marketing

Seminar focusing on current marketing issues, such as environmental marketing; social responsibility in marketing, political marketing; ethical aspects of selling, advertising, and marketing research; and the role of government regulation.

Interactive Internet Marketing

This course focuses on enabling students to analyze and develop sophisticated interactive marketing programs. The two main objectives are to introduce students to advertising and marketing theories and practices on the Internet and to give students the opportunity to apply this knowledge by developing a website for a client and to critique a variety of websites.

Marketing Channels

Examination of the various channels of distribution through which goods flow from manufacturer to final user, including distributors, wholesalers, retailers, brokers, manufacturers' representatives, sales agents, and others. The course examines the effects of channel decisions on other components of the marketing mix (i.e., pricing and product decisions, promotion, and target consumers).

New Product Planning & Development

Comprehensive presentation of the techniques of product planning and development, including a team approach to product idea generation, concept development, technical and economic screening, and product concept testing and commercialization, including the development of business and marketing plans.

Direct Marketing: Strategies and Tactics

Analysis of the fast-multiplying forms of marketing that bypasses or complements traditional retailing through direct mail, telemarketing, and other forms of direct-response marketing. Problems of managing this technique and integrating it into broader marketing strategies are examined through various case analyses. Privacy issues connected with direct marketing are also examined.

Media Planning and Analysis

Advanced managerial and analytical treatment of the media planning and decision process. The course includes the role of media considerations in advertising, marketing, and business planning; media strategy (planning, buying, and research); and media effectiveness evaluation, information systems, computer models, and control systems. Recent developments and problems in media research are given special attention.

Capstone

Marketing Strategy

Examination of marketing strategy as a tool for optimizing short-term and long-term organizational goals in the dynamic global marketing environment through an analysis of real-world cases. Lectures and text readings provide the basis for translating the cases into marketing strategy concepts.