Course Descriptions — Master of Science in Digital Marketing and Analytics

MKT6110 Customer Experience Marketing                                                                                                                                                                                                                         4 semester hours                                                                                                                                                                                                 This course focuses on managing the customers of a business, whether B2B or B2C as a portfolio and uses lifecycle analysis as its organizing framework. Topics covered include: B2B demand generation, content marketing, CRM and multi-channel marketing. Software related to the management of the customer lifecycle will be discussed and compared and basic competence will be emphasized.                                                                                            Prerequisite: MBA6020 or equivalent.

MKT6120 Marketing Analytics Management and Metrics                                                                                                                                                                                                4 semester hours                                                                                                                                                                                                This course emphasizes the organizational and managerial challenges in implementing the analytic-based organization. Emphasis is on how to organize for big data, use lifecycle analysis for resource allocation and KPI analysis in the marketing context. As a test case, students will learn how to plan, implement and measure the results of an integrated email marketing campaign using commercially available software.                                                           Prerequisite: MBA6020 or equivalent

MKT6300 Quantitative Research and Analytics
3 semester hours
This course examines quantitative research design and data analysis in business settings. The course stresses the connections between research design, data analysis, and the use of computer software for statistical analysis and reporting. Topics include the use of statistical software, the relationship between research design and the appropriate selection and use of descriptive and predictive analytics.
Prerequisite: None.

MKT6310 Database Marketing and Analytics                                                                                                                                                                4 semester hours                                                                                                                                                                                                 This course consists of an extensive examination of the concepts and tools to manage and utilize a marketing information system, using database information in a marketing context. Using the framework of the customer lifecycle, the course will emphasize the use of various statistical tools to identify marketing opportunities. Topics may include recency, frequency, and monetary (RFM) analysis, and clustering techniques. Discussion of how to build the customer database for both businesses and consumers, including the merging of internal and external and modeled data sources and database design choices. Introduction to data modeling.                                                                                                                                                        Prerequisite: MKT6300 or equivalent.

MKT6320 Data Mining and Visualization                                                                                                                                                                                                                             4 semester hours                                                                                                                                                                                                 This course is a continuation of the introductory Database Marketing Course, MKTG 6310. The course emphasizes advanced model building and the exploration and comparison of various data mining techniques, such as neural networking and CHAID. Data visualization techniques for presentation of results in a management context will be emphasized.                                                                                                                                              Prerequisite: MKT6310

MKT6500 Digital Marketing
3 semester hours
This course is an introduction to business functions using Digital Marketing Technology such as the Internet, customer databases and information systems such as CRM and Demand Generation Systems. Topics include the different functions and applications of the Digital Technologies, how these technologies have changed business and consumer practices and how they have impacted the process of business management. Emphasis on the effect of the use of digital technology in a company's existing market mix and current and potential uses of the these technologies for marketing tactics and strategies.
Prerequisite: None

MKT6510 Advanced Internet Marketing
4 semester hours
This course involves the analysis and implementation of the technology used to support digital marketing systems for business-to-business and business-to-customer marketing strategies. Topics include but are not limited to multichannel campaign management, search engine optimization technology and social networking applications. Requires students to use marketing technologies to plan, implement and measure a project to create value for a client organization.
Prerequisite: MKT6500

MKT6520 Advanced Marketing Analytics
4semester hours
This course focuses on web analytics including basic terminology, how to determine the goals and objectives for the website and how to identify and monitor key website metrics. Emphasis will be on how to select and implement a web analytics tool and how to analyze and interpret the data collected and make appropriate changes to the site.
Prerequisite: MKT6300

MBA6020 Marketing Management
3 semester hours
The primary purpose of this course is to determine how to develop marketing strategy. Students will develop a client focus and learn how to target market. They will also study product, distribution, promotion, andpricing strategies. Upon completion of this course, the student will be able toconduct market-planning analysis, solve common marketing problems, developmarketing strategies, and implement introductory marketing campaigns.
Prerequisite: None

MBA6075 Operations Management
3 semester hours
Operations Management analyzes the role of evidence based decision-making in manufacturing and service organizations. Topics include production planning, master scheduling, inventory control, material requirements planning, personnel planning, quality control, and just-in-time systems. The course will focus on the concepts and methods necessary to direct and control the "transformation process" of resources into goods and services within an integrated framework/model of the firm.
Prerequisite: None

MBA6090 Applied Business Research
3 semester hours
Designed to understand the process by which business leaders respond to business problems. Integrates action research skills and professional business practices and provides an opportunity to apply current research to a business problem.
Prerequisite: None

MKT6810 Social Media and Analytics                                                                                                                                                                                                                                   3 semester hours                                                                                                                                                                                                This course focuses on brand management with social media. In this course, students will learn how to manage a brand on social media and how to create a social media strategy and campaign with a focus on analytics. The theoretical framework proposed for social media will guide students through tactical implications. Through lecture, discussions, and case studies, students wiill utilize social media frameworks to leverage tactics and content for social media marketing in a specific industry. Topics that are discussed include: the importance of influencers, the benefits of listening, customer personas, privacy, determining which analytics are important, how to track them, and defining and measuring success.