Customer Relationship Management
This course is designed to help you understand and practice customer relationship management (CRM) comprehensively as a core business strategy at your organization. We will examine what CRM is, the benefits it delivers, the organizational contexts in which it is used, the technologies that are used and deployed, and how CRM can be implemented in practice. The course focuses on CRM principles and applications, especially with case examples from the service industry. We will study and discuss several CRM cases/articles and conduct a series of assignments applied to an organization of your choice. You are to proactively participate in topical discussions and raise issues and questions. You are assumed to have basic knowledge about (services) marketing principles and computer spreadsheet programs such as Excel. This 3 credit course is listed as SCH-MGMT 697CR.
Excel for Business Leaders
This course teaches students how to maximize Excel as a data management tool using advanced functions and formulas. Learn how to efficiently manipulate, format, and automate data. Use Excel as a database, build customized reports and dashboards, and integrate with auxiliary programs such as VBA, MS Access, and the web. Course is applicable to all disciplines and will have sections uniquely tailored to the specific needs of students. Prerequisites: basic Excel knowledge. This 3 credit elective course is listed as SCH-MGMT 797AB.
Information Privacy in the Marketplace
Negotiations Theory & Practice
The course examines negotiation fundamentals, including the two core strategies of competitive (win-lose) negotiation and integrative (win-win) negotiation. Course content focuses on negotiation preparation, strategy formulation, determination of goals and objectives, and processes for bringing about a successful settlement. The course will also explore psychological processes, power dynamics, communications at all stages of negotiation, ethical issues and the challenges of cross-cultural negotiations. The format of the course will be organized around a series of bargaining simulations and cases that are supported by readings, videos, and cases. This 3 credit elective course is listed as SCH-MGMT 597L.
Through this course, students will gain insight into the strategies and tactics utilized by companies to drive sales through consumer and B2B sales promotions. Tactics discussed in detail include: couponing, sweepstakes and contests, rebates, premium promotions, special packs, continuity promotions, sampling, cause-marketing and trade promotions. Students will learn about the importance of identifying target markets (e.g., loyals, competitive loyals, switchers and price-buyers) and the sales promotion tactics best suited to impacting consumers at the retail level. Students will also learn the nuts-and-bolts of how to effectively sell promotions into retail environments (e.g., how Puma gets new footwear promotions into Dicks Sporting Goods outlets), as well as the application of risk management principles and practice to the implementation of sales promotion. This 3 credit course is listed as SCH-MGMT 697SP.
Services Marketing Management
This course can be taken in place of SCH-MGMT 660 Marketing Strategy in the core curriculum or as an elective. This course covers the essentials of marketing management as they apply to service industries, including health care, hospitality and financial services. A strategic marketing planning approach is used to identify and resolve marketing issues and problems facing firms and organizations in the service sector. Such topics as service quality, segmentation, positioning, consumer expectations, the consumer decision process, service recovery, internal marketing and relationship marketing are presented. This 3 credit course is listed as SCH-MGMT 713.
Social Media Strategy
This course will lay out the strategic process to use social media in an integrated manner to give firms and individuals a competitive advantage. The social media strategy will include a discussion of: Definition of goals and measurable objectives with respect to use of social media for branding, customer service, market research, sales, building community, recruitment, and so forth; The target market you want to engage and where to find them; Based on purpose and target market, finding the right mix of channels including Facebook, LinkedIn, Twitter, Blog, YouTube, SlideShare, Wikis, Yelp, and others; Engagement of target audiences in the selected social media channels; Establishing clear guidelines about who will participate within the organization and having clear policies about how social media will be used; Measurement of social media impact and performance; A combination of marketing theory, cases, articles, guest speakers, online discussion, and hands on use of social media channels will be used. Course participants will gain a clear understanding of popularly used social media channels and use them to promote their personal/business brands during the semester to gain a real understanding of how social media can compliment their overall marketing goals and strategy. This 3 credit elective course is listed as SCH-MGMT 697SM.
Web Analytics & SEO
This course explores issues in emerging best practices for operating a business in the online environments of today. Specifically, this course will explore the collection, measurement and analysis of Internet information for the purposes of improving the customer online experience. We will also explore how web analytics can fit into an organization's broader marketing services. This 2 credit elective is listed as SCH-MGMT 697WA.