Courses

Marketing

  • BUS–M 255 Topics in Marketing (1-3 cr.) Variable topic, variable credit course in Marketing. Sample topics:
    • Marketing in our World Today (3 cr.) P: Admission to the Kelley School and sophomore standing. This course provides an introduction to the field of marketing and a discussion of key marketing decisions, including market segmentation, branding and brand differentiation, pricing, product management, promotion, channel selection and customer service.  It also focuses on recent trends in marketing, including online marketing, buzz marketing, and CRM.  The course is open to Kelley sophomores and above.
  • BUS-M 272 Global Analysis--Marketing (3 cr.) P: BUS-D 270 with a grade of C or higher, additional department consent required. The Global Business Immersion course includes international travel.  It extends the knowledge gained in Global Business Environment, D270 and concentrates directly on the management of multinational firms. Sample topics:
    • Emerging Market Marketing in Peru: Peru is one of the fastest growing economies in Latin America. As it transitions from a tourist destination to a global business hub, the country faces unique opportunities and challenges. Students explore the role of marketing across a variety of entrepreneurial, regional, and global firms in this emerging market.
  • BUS–M 300 Introduction to Marketing (3 cr.) P: BUS-A 200 or BUS-A 201, or BUS-A 205 or BUS-A 202 or BUS-A 207, not open to Business students; only for non-business majors. Examination of the market economy and marketing institutions in the United States. Decision making and planning from the manager’s point of view and impact of marketing actions from consumer’s point of view. Not open to business majors. No credit toward a degree in business. Students may not receive credit for both BUS-M 300 and (M370 or M304 or M301).
  • BUS–M 303 Marketing Research (3 cr.) P: BUS-M 370 or BUS-M 304 with a grade of C or higher. Focuses on the role of research in marketing decision making. Topics include defining research objectives, syndicated and secondary data sources of marketing information, exploratory research methods, survey research design, observational research techniques, experimental design, sampling procedures, data collection and analysis, and communicating research findings.
  • BUS–M 304 Honors Marketing Management (3 cr.) P: Completion of all I-Core prerequisites, must have Junior standing and admission to the Business Honors Program. C: F304, P304, Z304, and I304. Part of Honors I-Core; students are administratively enrolled. Examines marketing concepts, strategic planning, marketing research, and information systems. Covers consumer and organizational buying behavior, forecasting sales, and market segmentation and position. Also focuses on new product development process; product lines and brands; pricing strategies; distribution-channel management; advertising; personal selling; and organizing, evaluating, and controlling marketing. Students may not receive credit for both BUS-M 304 and (M370 or M301 or M300).
  • BUS-M 306 Global Sales Workshop I (1.5 cr.)  P or Co:  BUS-M 330 or BUS-M 426, additional department consent required.  Global Sales Workshop I is an interactive and intensive education program designed for students with a strong desire to pursue a career in sales. The primary focus will be on advanced development of the skills necessary to be successful in a professional selling position.
  • BUS–M 311 Introduction to Marketing Communications (3 cr.) P: BUS-M 300, only open to non-business majors. This course is designed to introduce non-business majors to the field of advertising and promotion. Focuses on examining the factors impacting consumers’ receptivity to marketing messages and purchase behavior. Developing competitive marketing strategies, persuasive messages, and appropriate media vehicles for delivering them are covered. Emphasis on practical application of these concepts through course-long development and presentation of an Integrated Marketing Communications Plan. Not open to business majors. No credit toward a degree in business.
  • BUS–M 312 Retail Marketing Management (3 cr.) P: BUS-M 300, only open to non-business majors. This course is designed specifically for the non-business major interested in retailing. The course objective is to critically analyze the marketing processes and strategic decisions made by major retail firms directly or indirectly associated with the retailing industry. The course examines business challenges related to driving shareholder value through merchandising practices, inventory management, advertising and promotional techniques, and multichannel opportunities. Not open to business majors. No credit toward a degree in business.
  • BUS–M 330 Consultative Selling (3 cr.) P: Admission to Kelley and sophomore standing. This course is designed to provide insights into the sales and consulting professions by examining the role of persuasive communication and customer relationship management behaviors, principles, strategies, and actions. It will provide students an opportunity to plan, practice, and review those verbal behaviors associated with sales call success in order to persuade others to think differently regarding ideas, opinions, products, and services.
  • BUS–M 344 Creativity and Communication (3 cr.) P: BUS-C 104 or BUS-C 106 and BUS-C 204 or BUS-C 205, each course with a grade of C or higher. Develops various creativity and communication skills necessary for marketing careers. Topics include models of and barriers to creativity and various techniques for stimulating personal and professional creative skills. In addition, interpersonal, professional, visual design, and computer skills are developed. Sample assignments include producing various marketing materials, such as brochures, advertisements, and elaborate communication packages. In-class activities and examples stimulate interest through hands-on experience. Unique concluding activities require students to integrate skills acquired into one final project and/or presentation.
  • BUS–M 346 Analysis of Marketing Data (3 cr.) P: BUS-M 370 or BUS-M 304 with a grade of C or higher. Develops skills needed to manage, evaluate, analyze, and display marketing data. Topics include data coding, data analysis using statistical software, attitude measurement and scaling, graphic display of data, data-driven market segmentation, and competitor analysis. Database topics include nature and sources of scanner data, micro-merchandising systems, CRM systems, and analysis tools for databases.
  • BUS-M 349 Retail Workshop (3 cr.) P: Department consent required. Designed to foster transference of knowledge into competencies required for successful entry into corporate retailing, solidify retail practice fundamentals, and gain exposure to retailing challenges and opportunities.
  • BUS-M 355 Topics in Marketing (1-3 cr.) Variable topic, variable credit course in Marketing. Sample topics:
    • Personal Selling and Sales Managment (3 cr.) P: M300. This course introduces students to the basic principles of selling and sales management.  The focus is on preparation for a potential career in sales, covering individual selling skills as well as sales management concepts.  Students will be expected to use both the reading materials and the class lectures/discussion to think creatively as they study a wide range of sales concepts and techniques. (Open to non-business majors only).
  • BUS-M 360 Sales for Social Impact (3 cr.)  P: Must be a Business student, Sophomore standing and department consent required.  Students will be engaged in a multi-discipline, multi-country collaboration to develop sustainable solutions and business models for challenging global social issues. These solutions will involve the delivery of a product or service that addresses the needs of individuals in local communities for a better, healthier life. The solutions will be detailed in a business plan, which will be the final product of the course. The students will travel to the country for which the business plan is being developed in order to better understand the needs of the market, and the local infra-structure. This travel will take place over Spring Break. This class is open to seniors, juniors and sophomores, by application. Refer to Kelley Undergraduate Study Abroad Programs.
  • BUS–M 370 Integrated Business Core—Marketing Component (3 cr.) P: Completion of all I-Core prerequisites, must have Junior standing. C: F370, P370, Z370, and T375. Students enroll using BUS-BE 375. Cross-functional survey of business management. The      marketing component covers marketing planning and decision making examined from firm and consumer points of view. Topics include the marketing concept and its company-wide implications, the integration of marketing with other functions, and the role that product, price, promotion, and      distribution play in marketing strategy and implementation. Includes a cross-functional case done in teams. Students may not receive credit for both M370 and (M304 or M301 or M300).
  • BUS–M 401 International Marketing (3 cr.) P: BUS-M 303. This course is designed to enhance student understanding and appreciation of the importance and relevance of international marketing in today's global economy.  This course focuses on marketing in emerging markets and teams will focus on either India or China.  Every student will have substantial learning about marketing in China as this is the largest emerging nation and provides substantial examples. The instructor has spent time with students in China to enhance courses.
  • BUS-M 405 Consumer Behavior (3 cr.) P: current Business student and Sophomore standing. This course provides a detailed understanding of how marketers create value for customers, what motivates shoppers to buy, how consumers process information and make decisions, persuasion techniques, cross-cultural influences on consumer behavior, and the impact of sustainable business practices on consumer choice.
  • BUS-M 406 Global Sales Workshop II (1.5 cr.) P or Co:  BUS-M 330 and BUS-M 426, department consent required. Global Sales Workshop II is an interactive and intensive education program designed for students with a strong desire to pursue a career in sales. The primary focus will be on advanced development of the skills necessary to be successful in a professional selling position. This course is a continuation of M306.
  • BUS-M 407 Business-to-Business Marketing (3 cr.) P: BUS-M 303 and senior standing for business majors; BUS-M 300 for non-business majors. This course focuses on the unique techniques required to successfully market products and services to an organizational buyer rather than individual consumers or households. Organizational customers can include "for profit" businesses, governmental bodies and "not-for-profit" institutions. The major components of the course include: organizational buyer behavior, designing and managing profitable distribution channels, value based pricing, negotiation strategies, integrated marketing communication tactics and sales resource management.
  • BUS-M 414 Retail Analytics (1.5 cr.)  P: BUS-M 303.  Provide understanding of ecommerce and evolving strategic opportunities within retail and be able to conduct a variety of market driven analysis of retail data and be familiar with how key terminology is applied in the field of retail analytics.
  • BUS–M 415 Advertising & Integrated Marketing Communications (IMC) (3 cr.) P: BUS-M 303. Basic advertising and sales/promotion concepts. The design, management, and integration of a firm’s promotional strategy. Public policy aspects and the role of advertising in marketing communications in different cultures.
  • BUS–M 419 Retail Strategy (3 cr.)  P: BUS-M 303. The course objective is to critically analyze the key marketing processes and strategic decisions made by major retail companies within the U.S. retailing industry. The course examines business challenges and opportunities related to driving and sustaining retailer’s shareholder value. Topics include financial requirements for publicly held retail firms, sustaining store-as-brand identity, developing and refining merchandising plans, pricing tactics, in-store execution, and customer’s experience management.
  • BUS–M 422 New Product Management (3 cr.) P: BUS-M 370 or BUS-M 304 with a grade of C or higher. Understand the general domain of new products opportunities, understand the value of open innovation and be able to identify ways to implement different open innovation approaches, learn tools to generate new product ideas and design products concepts, understand the factors that affect the adoption and diffusion of new products and how this varies for radical products, learn how to estimate/forecast demand for a new product concept, and develop a new product launch strategy.
  • BUS–M 426 Sales Management (3 cr.)  P or C: BUS-M 370 or BUS-M 304 with a grade of C or higher.  Students will engage in an interactive exploration of the strategic and tactical issues important to managing a professional sales organization. Key topics will include organizing a sales force, recruiting, training, compensation, motivation, forecasting, territory design, evaluation, and control. Lectures and case studies.
  • BUS-M 428 Customer Relationship Management and Digital Analytics (3 cr.) P: BUS-M 370 or BUS-M 304 with a grade of C or higher. Course is designed to meet the increasing demands from the industry and recruiters for the application of quantitative and analytical skills to support sophisticated marketing decision making. Content of this course is based on cutting-edge research in optimization  and interactive marketing to study customer relationship management (CRM) and digital analytics. 
  • BUS–M 429 Legal Aspects of Marketing (3 cr.) P: BUS-M 370 or BUS-M 304 with a grade of C or higher. Analysis of statutes, regulations, and law doctrines applicable to marketing practices. Examination of legal issues encountered by marketers in dealing with consumers, competitors, and other marketplace participants.
  • BUS–M 431 Brand Management (1.5 cr.) P: BUS-M 370 or BUS-M 304 with a grade of C or higher. Brand management is a central function in many consumer firms. This course will provide an overview of brand management and its role in fostering growth within firms. We will develop the notion that brands are assets that need to be developed and nurtured to fulfill the organization’s financial goals. While the value of brands has been informally acknowledged for many years, brand management frameworks are relatively new. We will use various frameworks and tools to examine how to assess a brand’s value and how to leverage this value in various brand decisions. This course will help students: Develop a framework for structuring brand management decisions; Be able to use different approaches to assessing brand equity; Know how to leverage brand assets through extensions, co-branding and other methods, and assess the impact of these actions; and Understand the concept of brand architecture and be able to explain the conditions under which one type of architecture is more appropriate than another.
  • BUS–M 432 Digital Marketing (3 cr.) P: BUS-M 370 or BUS-M 304 with a grade of C or higher. From social networks to consumer content and mobile applications, marketing in the digital age is markedly different than in the past. Students in this course will get hands on experience with many of today’s cutting edge social and digital marketing tools, learn to critique and create digital marketing strategies, and participate in exploratory assignments to test out the theories that make these tools work. Students will read about the functional theories related to social media including network theory, game theory, and collective intelligence and will then engage in experiencing these theories in action first hand, building to a campaign of their own design. This course includes a full survey of digital marketing approaches from email to augmented reality with an emphasis on matching technology to specific marketing goals. Students in the course must be willing to create accounts on various social media tools.
  • BUS-M 436 Advanced Professional Sales Practicum (3 cr.)  P or C: BUS-M 330 and department consent required.  Advanced Topics in Professional Sales is an interactive and intensive education course designed for students pursuing a major in professional sales.  The primary objective is to refine skills in the individual and team consultative sales process.  Topics covered include the sales process, social selling styles, marketing math, team selling, technology in sales, and other contemporary sales issues.  Additionally, students are required to participate in the Kelley intra sales competition.
  • BUS–M 450 Marketing Strategy (3 cr.) P: BUS-M 303 and BUS-M 344 and BUS-M 346, must have Senior standing. Focuses on marketing’s role in gaining a sustainable competitive advantage. Emphasis is on the application of key concepts through the use of case studies and/or computer game simulation.
  • BUS–M 455 Topics in Marketing (1-3 cr.)—Variable topic, variable credit course in Marketing. Sample topics:
    • Consumer Research Practicum (1.5 cr.) P: M405 recommended but not required. A successful marketing strategy must be built around an accurate understanding of consumers and consumer behavior, but this understanding can be hard to develop. Experimental research, the gold standard of data collection and knowledge acquisition, is often underutilized or misunderstood by firms. This Consumer Behavior Research Practicum is designed to be an interactive, intensive exploration of how to conduct experimental research in a consumer context. Students will learn how to think through and develop research ideas, create research materials like survey instruments and scenarios, and analyze and describe their findings after data collection. At the end the course, students will be equipped to critically evaluate and conduct consumer behavior research in the future, whether in academia or industry.
  • BUS–M 490 Independent Study in Marketing (1–3 cr.) P: Department consent required. Supervised individual study and research in student’s special field of interest. The student will propose the investigation desired and, in conjunction with the instructor, develop the scope of work to be completed. Comprehensive written report required.

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