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Marketing
The Masters in Marketing
General Requirements
Specialization Requirements
Program of Study
Course Descriptions
The Master in Marketing
The Masters Program in Marketing is a valuable preparation for many types of management careers including consulting,
entrepreneurial management, and line management. The graduate courses offered in marketing are designed to meet
the requirements of marketing management or marketing research areas of specialization:
- Marketing Management
- Marketing Research
Marketing Management
Marketing Management specialization students choose courses to prepare themselves for careers in corporate or
not-for-profit management or in marketing fields that range from product management, advertising, and sales and
account management to retailing, distribution management, and strategic marketing planning. Students can look forward
to career opportunities in large and small organizations representing a spectrum of industrial, consumer goods,
service, and consulting firms in public-and private-sector institutions. The requirements of the major permit flexibility
in the selection of electives according to individual preferences, building on a base of concept and methodology
courses. The range of courses available permits tailoring the major to the student's interests.
Marketing Research
Marketing Research specialization provides applied training in research policy, methods and techniques. Students
pursuing a marketing research specialization choose courses to prepare themselves for career opportunities in which
they can influence a wide range of high-level marketing policy decisions.
This specialization focuses on the practical applications is evidenced in students' course project work. Student
research projects often involve problems and methods that utilizes recent marketing research practices in the field.
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General Requirements
Core Courses
All Masters students in Marketing are required to complete the following courses as part of the Marketing core
requirements:
Foundation and Orientation Requirements (no credit course)
Before registration in any graduate course in the masters program, all students must successfully complete the
Pre-Program Registration course in accounting, microeconomics and statistics. The Pre-Program Registration course
is offered every semester, including summer, to all incoming MBA students.
Core Requirements
ACC6626 Financial Accounting
FIN6601 Financial Analysis
FIN6602 Macroeconomic Analysis and Public Policy
STA6621 Statistical Analysis for Management
MAN6621Management of People at Work
MKT6621 Marketing Management: Program Design
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Specialization Requirement
Marketing Management
a) Two courses
MKT7756 Marketing Research
MKT8890 Advanced Study Project
b) Two courses from the following list:
MKT6655 Operations, Marketing and Design Integration
MKT7751 Sales Force Management
MKT7753 New Product Management
MKT7754 Pricing Policy
MKT7755 Advertising Management
MKT7759 Channel Management
MKT7781 Entrepreneurial Marketing
MKT7782 Multinational Marketing
MKT7784X Marketing and Electronic Commerce
MKT7786 Business-to-Business Marketing
MKT7789 Marketing Methods and Applications for Business Consulting
MKT8892 Special Topics: The Audiovisual, Media and Entertainment.
c) Two elective course from the following list:
MKT7758 Computer Analysis of Marketing Data
MKT7771 Models for Marketing Strategy
MKT7773 Consumer Behavior
MKT7777 Marketing Strategy (2nd year students)
MKT8892 Special topics: The Audiovisual, Media and Entertainment
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Marketing Research
a) Four courses
MKT7756 Marketing Research
MKT7758 Computer Analysis of Marketing Data
MKT7773 Consumer Behavior
MKT8890 Advanced Study Project
b) Two elective courses from the following list:
MKT7758 Computer Analysis of Marketing Data
MKT7771 Models for Marketing Strategy
MKT7773 Consumer Behavior
MKT7777 Marketing Strategy (2nd year students)
MKT8892 Special topics: The Audiovisual, Media and Entertainment.
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Program of Study
The MBA in Marketing requires a minimum of twelve graduate level courses, of which four at most can be transferred
from relevant graduate courses at other schools or universities.
The course requirements are as follows:
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Type
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No of Courses
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Core Course
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6
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| Specialization |
|
|
|
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Concentration Courses
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4
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Elective Courses
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2
|
|
|
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Concentration Courses
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4
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Elective Courses
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2
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|
Total
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12
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Thesis Option
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The thesis carries six (6) semester credits and will be considered in lieu of the two (2) concentration
course requirements |
Matn U's MBA is a two year program. The first year is dedicated to completing the core requirement curriculum,
which exposes the student to a breadth of subjects and approaches, that provide fundamental business skills, knowledge,
and perspectives. Students are required to complete the core requirements before taking courses in their specified
concentration.
During the second-year students build upon the foundation of the core curriculum as they develop expertise in
their chosen fields. Also students can gain deeper insight into a specific field or explore new disciplines through
elective courses available at Matn U's Graduate Studies.
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Course Descriptions
Core Courses
ACC6620 Financial Accounting
The role of accounting is the accumulation, analysis, and presentation of relevant financial data of an enterprise
to serve the needs of decision- makers. The provision of multiple-purpose information to serve the needs of interested
parties outside the firm's management is referred to as financial accounting. The objective of this course is to
introduce the student to the basic concepts, standards, and practices of financial reporting.
The course is devoted to the basic financial statements, the analysis and recording of transactions, and the underlying
concepts and procedures. In addition, a more detailed study of some aspects of financial accounting that have widespread
significance is undertaken, such as inventories, long-term productive assets, bonds and other liabilities, stockholders
equity, and the statement of changes in financial position.
ACC6621 Financial Accounting
The intended audience for this course is students with prior knowledge of financial accounting who understand:
(1) the recording of economic transactions in the accounting records; (2) the basic financial statements that summarize
a firm's economic transactions (the balance sheet, the income statement and the statement of cash flows) and (3)
the fundamental concepts needed to prepare or understand published financial statements (e.g. use of accrual accounting).
Exploiting prior knowledge.
ACC6622 Fundamentals of Managerial Accounting
This course emphasizes the use of accounting information for internal planning and control purposes. This orientation
contrasts with financial accounting where the focus is on accounting disclosures for parties external to the firm.
This course is intended as an introduction for individuals who will make business decisions and evaluate the performance
of business units using data obtained from the accounting system. The course will cover the basic vocabulary and
mechanics of cost accounting, basic issues involved in the design of a cost accounting system, and the role of
management accounting in decisions concerning resource allocation and performance evaluation.
FIN6601 Financial Analysis
This course serves as an introduction to business finance (corporate financial management and investments)
for both non-majors and majors preparing for upper-level course work. The primary objective is to provide a framework,
concepts, and tools for analyzing financial decisions based on fundamental principles of modern financial theory.
The approach is rigorous and analytical. Topics covered include discounted cash flow techniques; corporate capital
budgeting and valuation; investment decisions under uncertainty; capital asset pricing; options and market efficiency.
The course will also analyze corporate financial policy, including capital structure, cost of capital, dividend
policy, and related issues.
FIN6602
Macroeconomic Analysis and Public Policy
This course is required of all students except those who, having prior training in macroeconomics, money and
banking, and stabilization policy at an intermediate or advanced level, can obtain a waiver either by credentials
or by passing an examination. The purpose of this course is to train the student to think systematically about
the current state of the economy and macroeconomic policy and to be able to evaluate the economic environment within
which business and financial decisions are made. The course emphasizes the use of economic theory to understand
the workings of financial markets and the operation and impact of government policies. Specifically, the course
studies the determinants of the level of national income, employment, investment, interest rates, the supply of
money, inflation, exchange rates, and the formulation and operation of stabilization policies.
FIN6621 Financial Analysis
This course is intended for people with prior knowledge of financial analysis or with strong analytical backgrounds.
The course forms the foundation for subsequent courses in corporate finance, security analysis, investments, and
speculative markets. Its purpose is to develop a framework for analyzing a firm's investment and financing decisions.
The course will provide an introduction to capital budgeting techniques under uncertainty, asset valuation, the
operation and efficiency of capital markets, and the optimal capital structure of the firm.
MAN6621 Management of People at Work
Work is a dominant theme in the lives of most people. The way people are managed at work affects the quality
of their lives as individuals, the effectiveness of organizations, and the competitiveness of nations. The material
in this course develops some of the basic themes associated with managing people. In many cases, these themes make
use of basic concepts that transcend the work place, such as the psychology of individual behavior or of work groups.
The basic issues associated with managing employees include issues associated with motivation and job satisfaction,
the design of jobs and employee empowerment, group behavior and teamwork (including arrangements such as quality
of work life programs), and leadership. The course concludes with a discussion of alternative models or systems
of managing employees -- for example, the dominant Japanese employment system as contrasted with traditional practices.
MAN6652
Foundations of Leadership and Teamwork
Only first-year MBA students are permitted to take this course. Its main goal is to enhance one's capacity
to lead effectively and responsibly in getting things done with others in the contemporary global business environment.
Class sessions are highly interactive and action learning is emphasized. Learning teams of five or six students,
which work on projects in this and other courses throughout the core curriculum, are developed in this course.
Individuals and teams learn through a variety of methods, including peer and team feedback.
MAN6653 Field Application Project
The course is intended to help students frame unstructured business problems. Student teams must identify what
the central issues are and determine the most appropriate tools and concepts from the core curriculum to apply
in order to provide insight into these issues. This approach helps develop a cross-functional approach to business
issues. As part of the course, there is also a module to enhance the students' communications skills.
MAN6654 Competitive Strategy
This course focuses on the competitive strategy of the firm, examining issues central to its long- and short-term
competitive position. Students are placed in the role of key decision-makers and asked to address questions related
to the creation or reinforcement of competitive advantage. The initial focus is on industry analysis and competitive
advantage as it derives from the firm's strategic investments. We then focus on the development of firm-specific
capabilities that contribute to competitive advantage. The process through which strategic decisions are made is
then examined. We then address the logic of resource allocation in the diversified firm to enhance competitive
advantage in each market. We discuss the role of organizational coalitions in influencing resource allocation in
the firm.
MAN6655 Global Strategic Management
This course is an introductory course on the strategic management of multinational corporations (MNCs), focusing
on the creation of competitive advantage in a global context. It examines three levels of analysis: trends in the
competitive environment in which MNCs operate, changing ways MNCs organize and conduct global operations, and the
changing roles of MNC management. The course also introduces examples of operating challenges facing MNCs. Some
of these challenges have included strategic alliances, regional and country management, and competition from emerging
economies.
MKT6621 Marketing Management: Program Design
This course addresses the management challenge of designing and implementing the best combination of marketing
variables to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the
student's skills in applying the analytic perspectives, decision tools, and concepts of marketing to such decisions
as product offering (including the breadth of product line, features, quality level, and customer service), communications
programs (with an emphasis on advertising, sales promotion, and the sales force), distribution channels (the role
of distributors, retailers, and other intermediaries), and pricing to capture the value created for the customer.
The student's basic objective is to develop his/her own understanding and management skills in this critical aspect
of general management. The instructors' primary objective is to stimulate and guide this process. The course uses
lectures and case discussions, two group case write-ups and a case analysis final examination to achieve these
joint objectives.
MKT6622 Marketing Management: Strategy
In common with Marketing 621, the primary objective of this course is to introduce you to the concepts and
theories underlying marketing decision-making. Marketing 6622 builds upon Marketing 6621 with a stronger emphasis
on the strategic considerations that drive and integrate the decisions made for each element of the marketing mix.
Principal topics include resource allocation, market entry/exit decisions, and competitive analysis. In addition
to a mix of cases and lectures, the course relies on a comprehensive computer simulation game that helps highlight
these issues and provides the class with a rich set of realistic examples for discussion and analysis. This game
allows students to appreciate the real power and value of marketing concepts, develop a disciplined approach to
the analysis of marketing situations, and to further enhance their abilities to communicate and interact with peers
in solving problems.
STA6621 Statistical Analysis for Management
This course considers the use of two key statistical methodologies: regression analysis and experimentation.
Regression analysis is a ubiquitous tool that permeates most of applied statistics. This course considers the application
of regression in various contexts. The use of regression diagnostics and various graphical displays supplements
the basic numerical summaries and provides insight into the validity of the modeling approach.
The coverage of experimentation introduces the notion of a statistical experiment. It is shown how a manager can
design an experiment that will yield reliable, appropriate answers to various business questions, such as how to
combine factors to produce the highest quality-manufacturing scheme. The course also introduces the statistical
methods used in the analysis of data from experiments. These methods, collectively known as the analysis of variance,
provide an important addition to the standard suite of regression techniques.
Specific important topics covered include least squares estimation, residuals and outliers, tests and confidence
intervals, correlation and auto-correlation, collinearity, and randomization. The presentation relies upon computer
software for most of the needed calculations, and the resulting style focuses on construction of models, interpretation
of results, and critical evaluation of assumptions.
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Concentration Courses
MKT7751 Sales Force Management
Students who take this course will: learn the basic functions of sales force management as well as theories
and concepts about appropriately managing that function; become familiar with some recent research in sales management
that underlies the theories and concepts; and be able to apply the research, theories, and concepts to practical
situations. The course is concerned with how to manage a sales force rather than with how to sell, with the objective
of maximizing the efficiency and effectiveness of the firm's revenue-generating arm. The emphasis is on business-to-business
(rather than consumer) sales force management. Topics covered include salesperson effectiveness, deployment, motivation,
organizational design, compensation, and evaluation.
Format: Lectures and discussion of cases and readings including recent research.
Requirements: Course participation and exam.
Prerequisites: Completion of MKT6621/MKT6622 concurrently.
MKT7753 New Product Development
The course's primary focus is on new product/service decisions and development processes. The course provides
a comprehensive analytical coverage of the various product decisions, critical discussion of the research needed
as input to the decisions, and the contributions of management and behavioral sciences to the development process.
The course covers the following areas: the role of new products in marketing and corporate management; basic product
policy concepts, product life cycle, product positioning, product portfolio, and new product development testing,
management and launching
Format: Group presentation of the application of the various concepts, findings, and approaches to a specific
product or service of the group's choice; case discussion and lecture.
Requirements: Class participation and class presentations, a short written assignment, and a group assignment.
Prerequisites: Completion of MKT6621; MKT6622 concurrently; completion of MKT7756 is helpful.
MKT7754 Pricing Policy
The course provides a systematic presentation of the factors to be considered when setting price, and shows
how pricing alternatives are developed. Analytical methods are developed and new approaches are explored for solving
pricing decisions.
Format: Lecture and discussion.
Requirements: Homework and a final exam.
Prerequisites: Completion of MKT6621; MKT6622 concurrently; STA6621 are recommended.
MKT7755 Advertising Management
The primary objective of this course is to provide students with an opportunity to analyze, design, and evaluate
various advertising decisions. The course focuses on the concepts, theory, models, and findings from marketing,
marketing research, communication research, and management science that are relevant to the design and evaluation
of advertising. The specific topics covered in this course include advertising as a communications process, research
for advertising strategy development, determining the advertising budget, the role of the advertising agency, message
design, message/copy evaluation, media strategy, media selection models, evaluating advertising effectiveness,
and evaluating the advertising campaign.
Format: Class discussion and presentation centered on the various steps in the development of an advertising
campaign.
Requirements: Active participation in class and case discussions; one individual or team presentation; one
written assignment; and either an advertising plan for a new product or a written in-class exam.
Prerequisites: Completion of MKT6621; MKT6622 concurrently.
MKT7756 Marketing Research
The objective of the course is to provide a rigorous experience in marketing research methods. The course is
aimed at the manager, who is the ultimate user of the research and is responsible for determining the major scope
and direction of research activities. Techniques of data collection, evaluation of alternative sources of information,
and methods of evaluating data and presenting the results are covered. The course should help managers recognize
the role of systematic information gathering and analysis in making marketing decisions. The course also deals
with how to define information needs; the use of test marketing procedures; forms of analysis applicable to marketing
research information; and the role of models in decision making.
Format: Lecture, discussion, and cases.
Prerequisites: Completion of MKT6621; MKT6622 concurrently; STA6621 is strongly recommended.
MKT7758 Computer Analysis of Marketing Data
This course provides the student with coverage of the major computer-based techniques for analyzing marketing
data; fosters hands-on experience with statistical packages; illustrates, through case examples, how results of
multivariate techniques are interpreted; and examines canned multivariate techniques as applied to marketing data
analysis. Topics covered include analysis of marginal and cross-tabulations, including chi square and the lambda
and tau agreement measures; analysis of regression-type models, including dummy-variable regression, fixed effects
ANOVA and ANCOVA, AID, and the logit model; discriminant analysis and canonical correlation; factor analysis, clustering,
conjoint analysis, and multidimensional scaling. Some exposure to analytical programs for the personal computer
(PC) will be provided. The student learns to interpret each program's output and relate the findings to the case.
All program setups and instructions on the use of computers and SPSS programs are included.
Format: Lecture, discussion, and detailed descriptions of all computer outputs.
Requirements: Midterm and final take-home exams entailing data-based industrial cases that require applications
of the tools and computer used in the course.
Prerequisites: Completion of MKT7621/MKT7622; Note: With permission of the instructor, this course can be
substituted for MKT7756 Marketing Research to meet marketing major requirements.
MKT7759 Channel Management
The purpose of this course is to provide students with an opportunity to analyze, design, and evaluate various
marketing channel structures and decisions. The course takes the perspective of the manufacturer and is organized
around the two main tasks of channel management: designing a channel structure and coordinating the channel. The
course views a marketing channel both as a value delivery system and as an inter-organizational system. Specific
topics covered include direct vs. indirect channels, functional unbundling and hybrid channel systems, franchising,
channel conflict, trust and power in channel relations, some legal issues, efficient consumer response (ECR) initiatives,
and the impact of electronic commerce on channel management.
Format: Lecture, case discussion, and assigned readings.
Requirements: Class participation and descriptive group projects.
Prerequisites: Completion of MKT6621/MKT6622 concurrently.
MKT7771 Models for Marketing Strategy
The purpose of the course is to help participants become better managers by giving them better tools for analyzing
marketing decision problems to acquaint participants with and help them understand different types of models that
have been used to aid marketing decisions; to give participants critical skills for evaluating new marketing models
about which they may read in the literature and to enable them to read the literature, to help participants understand
marketing problems more clearly by analyzing them quantitatively, and to produce managers who will not be taken
advantage of by some quantitative consultants.
Format: Evaluating marketing models papers; building marketing models; case discussions of modeling applications;
group presentations of model-based marketing strategy.
Requirements: Short papers and exercises, computer-based case analyses and presentations, group assignments
and class participation.
Prerequisites: Completion of MKT7621/MKT7622, calculus, and basic statistical analysis, including regression.
MKT7773 Consumer Behavior
To introduce and maintain a new product or service requires the marketer to make and re-make at least a dozen key
marketing decisions. These include the target market, positioning, product design, pricing, advertising message,
distribution type and level, media spending, media mix, media schedule, promotion spending, promotion mix, and
promotion schedule. Each of these decisions can be and should be formed by consumer research and understanding.
In this course, we concentrate on the first five of these decisions. We study aspects of consumer behavior that
have an impact on these decisions, and we examine ways to obtain the information needed for making good decisions
in the five areas. This course thus uses consumer psychology theory to enhance marketing management strategic analysis
and improve tactical decision-making. In addition, we discuss current topics in marketing, such as brand equity,
cause-related marketing, and customer retention from a consumer behavior perspective.
Format: Lectures and class discussion, case analyses/presentations, and optional field project assignments.
Requirements: Exams, in-class case analysis; class participation and research assignments.
Prerequisites: MKT6621/MKT6622;MKT7756 prior to or concurrently with this course facilitates understanding.
MKT7777 Marketing Strategy
This course will acquaint the student with problems in high-level marketing decision making and with strategic
marketing planning frameworks for the analysis of those problems. Problems will be discussed that have the following
characteristics: several strategic business units will be affected by the choice of overall marketing strategy
of the firm; emphasis will be placed on evaluating the marketing strategies of major competitors; long-term, unique
marketing advantages will be sought; the profit and other financial consequences of marketing decisions will receive
significant attention in the decision-making process; and marketing strategies will be reviewed from the perspective
of the office of the president. Methods will be discussed for industry analyses, competitive appraisals, evaluations
of the firm's own abilities to compete, and identification of the marketing factors that contribute to the success
of a strategy. Industry growth, market share, customer behavior, and marketing costs will be examined.
Format: This course may be offered in two different formats: (1) lecture-based; (2) computer-based course
with about one-third of the sessions using the case method instruction, one-third of the sessions will be spent
designing and implementing marketing strategies using the computer-based simulation; and one-third of the sessions
will be used by students to run the computer.
Requirements: Midterm exam and comprehensive strategic marketing plan appraising marketing factors affecting
the success of a company or industry group.
Prerequisites: MKT6621/MKT6622; this course may be taken only in the second year.
MKT7781 Entrepreneurial Marketing
This course focuses on the key marketing concepts and methods relevant for entrepreneurs. In particular, it
covers the marketing elements of new venture initiation (including a business plan), as well as marketing decisions
for small and growing organizations. Topics include product/service design, assessment of market potential, creation
of successful distribution relationships, and new product pricing. In contrast to the product development course,
the emphasis here is on a new startup business rather than a new offering from an existing business. Topics covered
in this course also include low -budget or no-budget market research, successful strategic alternatives for small
business, alternatives to high-cost advertising (e.g., direct marketing, alternative media, and personal selling),
segmentation, and targeted marketing. Students will prepare a marketing plan for an entrepreneurial organization
of their choice, possibly for a new venture they are considering.
Format:Case, lecture, class discussions.
Requirements: Development of an organizational marketing plan for an entrepreneurial venture; readings;
class discussion.
Prerequisites: Completion of MKT6621; MKT6622 concurrently; MKT7756 concurrently;
MKT7782 Multinational Marketing
The main purpose of this course is to explore the substantive issues, information sources, and cultural sensitivities
required to develop an effective international strategy and associated market plan. Since the international environment
changes so quickly, we will no doubt have occasion to discuss current events. Central to the course is a group
project involving the development of a marketing plan for a product or service of your choice to be marketing in
at least two countries.
Format: Cases, lectures, discussions.
Requirements: Readings, developing of marketing plan.
Prerequisites: Completion of MKT6621; MKT6622 concurrently.
MKT7784
Marketing and Electronic Commerce
This course is about what happens to markets and marketing when cheap and powerful computing is available to
all members of the marketplace: customers, channels, and producers. The basic premise of the course is that this
will bring about, in the near future, a radical change in how some markets work. Marketing and Electronic Commerce
is designed to apply the basic principles of marketing to Computer Mediated Environments and to understand how
these principles will change. This is not a www page design course, nor does it emphasize technology - other excellent
courses covering this material and more are available within the University. We assume that you are basically computer
and web literate. We concentrate on the implications of the diffusion of information technology throughout the
channel, and not just in the hands of producers and suppliers.
Format: Lectures, case discussions, and presentation.
Requirements: Three written assignments, including group project.
Prerequisites: Completion of MKT6621; MKT6622 concurrently.
MKT7786 Business-to-Business Marketing
This course is designed to provide an opportunity for students to develop an understanding of the process by
which industrial and other institutional buyers' needs are identified and met. Following an examination of the
setting in which business-to-business marketing takes place (i.e., market and system characteristics), the course
focuses on the managerial process of identifying and evaluating industrial marketing opportunities and strategy
decisions to effectively serve industrial markets.
Format: Lecture and cases.
Requirements: Active participation in discussion of cases and selected readings; brief written analysis
of three or four cases; final exam.
Prerequisite: Completion of MKT6621; MKT6622 concurrently.
MKT7789 Marketing Tools for Business Consulting
The objective of the course is to familiarize students with the power of advanced marketing research and modeling
tools that are and can be of value in business consulting. The students will gain hands-on experience in: using
a variety of structured and unstructured approaches to the generation of creative options; designing customer satisfaction
studies; assessing customer needs and their likely response to new product and service offerings using conjoint
analysis; and allocating resources and prioritizing investment options using the Analytic Hierarchy Process.
Format: Cases, lectures, class participation.
Requirements: Short assignments, business consulting project.
Prerequisites: Completion of MKT6621.
MKT8890 Advanced Study Project in Marketing
The principal objectives of this course are to provide opportunities for undertaking an in-depth study of a
marketing problem and to develop the students' skills in evaluating research and designing marketing strategies
for a variety of management situations. Selected projects can touch on any aspect of marketing as long as this
entails the elements of problem structuring, data collection, data analysis, and report preparation. (Strict library-type
research is not appropriate.) The course entails a considerable amount of independent work within a group setting.
Class sessions are used to monitor progress on the project and provide suggestions for the research design and
data analysis. The last portion of the course often includes an oral presentation by each group to the rest of
the class and project sponsors. A written report is required. The output of the project is an implementable business
plan that helps a real company to enter or improve its position in a foreign market. Some projects help foreign
companies increase exports to the U.S., while others help U.S. companies increase their exports to a foreign country.
Along with marketing, the projects integrate other elements of management such as finance, production, research
and development, and human resources.
Format: Mainly individual group meetings with the instructor.
Requirements: Written presentation and possibly an oral presentation.
Prerequisites: MKT8890 is taken in the fourth semester, after MKT6621/6622 and MKT7756 have been completed.
MKT8891 Thesis
MKT8891-I and MKT8891-II (two terms; two credit units). Preparation of a thesis under individual supervision
of a faculty member. The student selects the thesis topic. Written approval of the student's topic and acceptance
of the student as an advisee must be obtained from a faculty member before the student can elect the two-term thesis
option.
MKT8892 Special Topics: The Audiovisual, Media and Entertainment.
This course is designed to let the student understand the complex environment, review decision-making processes,
and apply modern management and marketing concepts and techniques to the audiovisual media industries. These include
motion pictures, home videos, broadcasting and cable services, online media, and related industries.
Format: Lectures, case discussions, presentation.
Requirements: Project (a log-paper in which you conceptualize and justify a new venture for one or more
audio-visual media industries), presentation.
Prerequisites: Completion of MKT6621; MKT6622 concurrently.
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