Classes in BUMK
| BUMK701 | Marketing Research Methods (2 credits) | ||
| Cannot be repeated for 3 credits.. Prerequisites: BUSI 630 and BUSI 650. Credit will be granted for only one of the following: BMGT 752 or BUMK 701. Formerly BMGT752. The process of acquiring, classifying and interpreting primary and secondary marketing data needed for intelligent, profitable marketing decisions. Evaluation of the appropriateness of alternative methodologies, such as the inductive, deductive, survey, observational, and experimental. Recent developments in the systematic recording and use of internal and external data needed for marketing decisions. Non-majors should review their registration eligibility in the statement preceding the BUMK courses. | |||
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| BUMK706 | Marketing Analysis (3 credits) | ||
| Prerequisite: BUSI 650. Introduction to modeling tools used to support marketing analysis and decision making. Applications in strategic marketing, marketing segmentation, new product development, sales promotion analysis, pricing, design of marketing mix, sales force allocation, and direct marketing. Non-majors should review their registration eligibility in the statement preceding the BUMK courses. | |||
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| BUMK715 | Consumer Behavior (2 credits) | ||
| Cannot be repeated for 3 credits. Prerequisite: BUSI650. For Business Majors only. Credit will be granted for only one of the following: BMGT754 or BUMK715. Formerly BMGT754. Analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework is a buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions. Marketing strategies of leading firms in consumer products, technology, and services (including internet services) are analyzed using a variety of case study formats. Focus is consumer behavior; however, principles can also be applied to the decision-making of business. | |||
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| BUMK736 | Service Marketing (2 credits) | ||
| Cannot be repeated for 3 credits. Prerequisite: BUSI 650. Examines special challenges service marketing poses for managers because of the intangible, heterogeneous nature of the product, and the critical role of customer contact employees in service delivery. Strategies for meeting these challanges are addressed. Topics include 1) customer relationship management, 2) the design and execution of the service delivery process, 3) the development and implementation of employee customer service skills, 4) the measurement and management of critical outcome variables, such as customer satisfaction, customer equity, and customer lifetime value, and 5) the role of emerging technology in customer service. | |||
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| BUMK757 | Marketing Strategy (3 credits) | ||
| Prerequisite: BUSI 650. Credit will be granted for only one of the following: BMGT 757 or BUMK 757. Formerly BMGT 757. A capstone marketing course. Marketing strategies designed to manage products in selected market segments. Topics covered include competitor analysis, buyer analysis, market segments, and product strengths and weaknesses; product related issues are identified and marketing strategies developed, assessed and implemented. Non-majors should review their registration eligibility in the statement preceding the BUMK courses. | |||
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| BUMK758P | Special Topics in Marketing:New Product Development (2 credits) | ||
| Meets 7/30, 8/6, 8/13. https://mbanetworth.rhsmith.umd.edu/MBACOP/PortalHub.nsf/ID/course_BUMK_ 758P | |||
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