UMUC

Graduate School of Management & Technology – Programs

Course Descriptions - MRKT

MRKT 600 Marketing Management (3) (Formerly ADMN 686)

A study of the theory and practices related to the management of the marketing function as they would be applied by managers and administrators in organizations concerned with “business development.” The marketing of organizational products, programs, and services is related to either internal or external clients. Through analysis of case studies and spreadsheet exercises, the necessity of incorporating marketing functions with other business functions is demonstrated. The planning and implementation activities required to attain marketing goals for the organization are also emphasized. Topics include the product/service mix, pricing, marketing communications such as advertising and sales promotion, and channels of distribution. Control techniques for the overall marketing mix are also introduced.

MRKT 601 Legal and Ethical Issues in Global Communications (3) (Formerly PRPA 604)

A survey of communications law, emphasizing its applications to advertising and public relations. Topics include First Amendment issues, libel, privacy, confidentiality, and access to information. The integration of public relations with advertising and marketing efforts is discussed, with special emphasis on the legal issues inherent in this integration. Ethical issues surrounding the practice of public relations in a wired world are explored.

MRKT 602 Consumer Behavior (3) (Formerly ADMN 687)

A study of the cognitive and behavioral bases underlying consumers’ buying preferences and decision processes, intended for managers and administrators who have to evaluate the efficacy of the firm’s marketing plan. Special emphasis is placed on the role of the communications strategy (for example, advertising, promotion, public relations) in achieving the overall marketing objectives.

MRKT 603 Brand Management (3) (Formerly ADMN 685)

A presentation of the concepts and techniques for creating and selecting marketing strategies for an organizational unit that survives on its ability to provide products and services to other organizations. Trends toward a “marketing culture” in both public and private institutions and the implications that this change has for all managers and administrators are discussed. Emphasis is on the role of brand equity in achieving a sustainable competitive advantage.

MRKT 604 Marketing Intelligence and Research Systems (3) (Formerly ADMN 688)

Prerequisite: MGMT 650. A study of the applications of cross-cultural marketing research methods and techniques useful to managers and administrators with responsibility for assessing or increasing the demand for their organization’s product, programs, and services. Methodologies and special topics related to the design and completion of marketing research projects are presented, including the survey, observational, and experimental methods used in assessing and segmenting markets. Special topics in data analysis that are especially useful for marketing research (that is, focus groups, customer visits, conjoint analysis, and multidimensional scaling) are covered.

MRKT 605 International Marketing Management (3) (Formerly IMAN 640)

An overview of the fundamentals of marketing and marketing management, presented in the context of competitive global environments and diverse national economies. Topics include demand analysis, product development, product pricing, marketing organization, foreign representation and distribution systems, promotion, advertising, and sales and service. Review also covers regulatory issues as they relate to international marketing.

MRKT 606 Integrated Direct Marketing (3) (Formerly ADMN 689)

Prerequisite: MGMT 650 or appropriate background in statistics. A systematic approach to integrated direct marketing. Integrated direct marketing is a process of precision deployment of multiple media and sales channels (for example, publicity and public relations, advertising, direct mail, telemarketing, and field sales channels) that seeks to maintain contact with the customer at multiple points during the sales cycle and throughout the long-term relationship with the customer. Integrated direct marketing is an information-driven marketing process, managed by database technology that enables the marketers to develop, test, implement, measure, and appropriately modify customized marketing programs and strategies. Specific measurement tools and topics to be examined include lifetime value, performance measurement, cost per million (CPM), and cost per response.

MRKT 620 Marketing Principles, Regulation, and Ethical Issues (6)

An examination of the pivotal role of marketing in organizations and the ethical and legal constraints on marketing practitioners. Topics covered include competitive strategy, market segmentation, e-commerce issues, the product/service mix, pricing strategies, channels of distribution, customer service, and marketing communications (e.g., the role of advertising, public relations, and sales promotions). Ethical and legal issues surrounding the practices of marketing, advertising, and public relations are examined in depth. The practical aspects of marketing management are analyzed through discussion of current marketing activities, emerging trends, problems, and cases. Students who receive credit for MRKT 620 cannot receive credit for ADMN 686, MRKT 600, MRKT 601, or PRPA 604.