Academics

Course Catalog

GRAD > MBAMKT

MBA Marketing

  • MBAMKT 668  Entrepreneurship Sales & Marketing

    Description:
    Entrepreneurship Sales & Marketing is a course that will prepare you for an entry level sales and marketing position in a startup initiative as well as prepare you to launch your own sales and marketing initiative in your own startup. Live role play scenarios with experienced sales and marketing entrepreneurs will prepare you for the multiple areas of responsibilities and interactions within a startup organization as well as outward facing prospect and customer responsibilities and interactions that are required in a startup. And you will be exposed to the overall process and tools that drive a sales/marketing organization in a startup. Students will also be provided preparation assistance and given priority consideration to the internships offered through UMass Boston's Student Entrepreneurship Program (StEP)   More Info

    Offered in:
  • MBAMKT 669  Social and Nonprofit Marketing: Promoting Health, the Environment, and Social Change

    Description:
    In 1951, when sociologist G.D. Weibe asked, "Why can't you sell brotherhood and rational thinking like you can sell soap?", the fields of social and nonprofit marketing were born. Social marketing seeks to benefit either society as a whole or a segment of the population (e.g., a particular vulnerable population) via influencing behavior. Nonprofit Marketing primarily involves promoting socially beneficial services and goods (e.g., health care services, educational opportunities, arts performances, museum shows). Additionally, nonprofits can and do employ social marketing to raise funds and engage volunteers. this course will enable students to gain valuable practical skills that are relevant in a broad range of fields including environmental, healthcare, nonprofit management, marketing, and public health. Students will examine the functions of social and nonprofit marketing, as well as, the ways that they both dovetail with and differ from for-profit marketing. And working in teams, students will develop social marketing programs.   More Info

    Offered in:
  • MBAMKT 670  Marketing Management

    Description:
    This course focuses on the strategic decisions necessary to match organizational resources with market opportunities. Students learn to analyze market opportunities, to develop marketing plans and marketing mix strategies, and to manage implementation and control of the marketing plan.   More Info

    Offered in:
  • MBAMKT 671  Marketing Research

    Description:
    This course is intended to improve your ability to actually use research as a formalized means of obtaining information to be used in making decisions in the context of increasingly globalized, diverse, and information-oriented marketplace, business world, and nonprofit organizations. During the information collection, analysis, and report process, you will learn a set of fundamental marketing research skills of problems formulation, research design, measurement scale development, questionnaire design, data collection, basic and multivariate data analysis, report writing, and presentation.   More Info

    Offered in:
  • MBAMKT 672  Services Marketing

    Description:
       More Info

    Offered in:
  • MBAMKT 673  Marketing Communications

    Description:
    This course helps students develop an integrated communications strategy, blending individual external elements such as advertising, personal selling, sales promotion (including direct marketing and trade shows), and publicity with internal communications. The course is managerial in nature and provides the student with the necessary ability to analyze, plan, implement, and control marketing communications programs.   More Info

    Offered in:
  • MBAMKT 674  International Marketing

    Description:
       More Info

    Offered in:
  • MBAMKT 675  Business to Business Marketing

    Description:
    This course examines the strategic and tactical issues of marketing business products and services. Special focus is laid on high technology and other areas in which markets are fragmenting, life cycles are accelerating, and pressures for cost containment are increasing while margins are decreasing.   More Info

    Offered in:
  • MBAMKT 677  Database & Internet Marketing

    Description:
       More Info

    Offered in:
  • MBAMKT 680  Entrepreneurship in China/US

    Description:
    Through both lectures and company visits in China and the US, this course offers students an in-depth look at how business is conducted in both countries. The unique global comparative approach provides students with both theoretical foundations and first-hand experience to learn the differences and similarities of different managerial systems and entrepreneurial practices indifferent cultural settings. The course emphasizes the relationships between management functions such as marketing, human resources, accounting, finance, and information technology and the social, economical, political, and technological environments in different cultures.   More Info

    Offered in:
    • TBA
  • MBAMKT 684  Brand Management

    Description:
    More and more firms and organizations of all types have come to the realization that one of the most valuable assets they have is the brand names associated with their products or services. To successfully compete in today's global economy, they must learn the concepts, techniques, and guidelines to build and manage strong brands. To address this issue, this course will help students understand brand management process. More specifically, students will learn how to 1) establish strong and competitive positions, 2) create brand resonance with customers, 3) integrate brand marketing programs, 4) align internal and external marketing activities, 5) understand the ROI of marketing investments, 6) leverage brand equity across categories and markets, 7) achieve market balance in managing rand equity over time, 8) design and implement brand strategies, and 9) envision the future of branding, etc. As a key learning outcome, a Brand Audit project will be conducted by students in groups.   More Info

    Offered in:
  • MBAMKT 685  Brain of the Consumer

    Description:
    Advances in medical technology during the last 15 years have made it possible to study with a far greater accuracy the neural bases of feeling, thinking, decision-making and behaving. The progress in neuroscience has implications for the analysis of buyers decisions and conduct. The objective of the course is to introduce students to the most recent observations explaining how consumers act in response to personal and situational factors as manifested through neurobiological reactions. Understanding whether and why people act in not-co-rational ways as theoretically assumed is very important for developing a realistic perspective on various marketing phenomena. After reviewing existing psycho-sociological concepts as they have been typically presented in marketing textbooks, and adopting the approach of grounded theory, we will discuss findings from neuroscience that help explain individual and family consumption decisions.   More Info

    Offered in:
    • TBA
  • MBAMKT 690  Master's Thesis Option Research Colloquium

    Description:
    This is the first part of the Master's Thesis Option (MTO). It covers research and research methods, and is intended to position students to successfully complete a year-long research project of publishable quality. Lectures and discussion will focus on the skills required to develop a research question, how to formulate an appropriate research strategy, and ways to identify necessary analytical tools and locate data sources.   More Info

    Offered in:
    • TBA
  • MBAMKT 691  Social Media Marketing

    Description:
    Social media provide marketers with several important capabilities not present in most other media including interactivity and measurability. Social media platforms like Facebook, Foursquare, or Twitter have a fundamental impact on the way business and consumers behave, communicate and interact with each other. It is critical for business to understand these new media in order to benefit from them significantly. In this course, we will deal with the possibilities that Social media can offer companies and how they can be used to retain and interact with consumers. In this context, we rely partly on established theoretical models and best practice business cases. Special attention will be given to mobile services as well as the special characteristics of social media.   More Info

    Offered in:
  • MBAMKT 692  New Product Development

    Description:
    All firms rely on the development of new products and services, however, the process remains poorly understood in all levels of management. The risks and rewards inherent in the development of any particular product must be scrutinized within the overall framework of a firm's strategic direction. This course examines the paradigms, processes and methods that characterize both successful and unsuccessful strategies. The course employs several in-depth case studies as well as team-based, hands-on product development projects.   More Info

    Offered in:
  • MBAMKT 693  Entering International Markets

    Description:
    This on-line course combines MBA students from the University of Massachusetts Boston and European universities. It combines a marketing curriculum with multi cultural group work. Teams with members from other universities will work on a group project creating a marketing plan for a business wishing to enter either the US or European market.   More Info

    Offered in:
    • TBA
  • MBAMKT 696  Independent Study

    Description:
    Independent study credit is granted only for academic work not normally offered in advanced courses. A student must find a faculty sponsor for his or her independent study project and then file a proposal for the project in the MBA Office. The proposal should be signed by both the student and the faculty sponsor.   More Info

    Offered in:
  • MBAMKT 697  Special Topics

    Description:
    This course addresses a specific topic in a particular discipline. Courses under this title are offered as one-time supplements to a given department's curriculum.   More Info

    Offered in: