Catalog Version

Autumn 2017-2018

Catalog update: 

May 15, 2017

Access archived catalogs in the Catalog Archive section.​​​​​

Students are required to follow the Academic Handbook and Code of Student Responsibility​​​​​

Course Requirements

The MS in Marketing program involves two stages: KGSB Core Courses and  Marketing Required Courses.  Please note that this program assumes that students are admitted with prior coursework in statistics.  Students without prior coursework in statistics must complete GSB 420 prior to registering for MKT 525.

KGSB Core Courses (4 courses)

Marketing Required Courses (8 courses)

Degree Requirements

  • Satisfactory completion of the college residency requirement.
  • Satisfactory completion of the four KGSB Core Courses and eight Marketing Required Courses.
  • All courses for credit toward the degree must be completed within six calendar years after the candidate’s first term of enrollment in the Kellstadt Graduate School of Business.  After a lapse of six years a course is expired.  An expired course is not acceptable for the purpose of satisfaction of degree requirements and is not applicable to the degree.

MKT 577


This is a course designed for managers or future team leaders seeking to maximize their resources to achieve sound business results for their organizations and customers. Utilizing current practices, processes, and proven in-market techniques, students will learn to create and maintain a customer team that achieves results with the internal as well as external customer. Emphasis will be placed on: Team Leadership Skills, Profiling and Segmenting Customers, Managing Team Performance, Developing Business Plans and Relationships, internally and externally.

MKT 578


Students taking this course will be provided with a comprehensive understanding of sales strategy and an appreciation of sales technology used today to optimally organize and deploy sales resources. At the heart of this course is an introduction to the principles of customer relationship marketing and customer acquisition programming. Students will learn via lecture, text, guest lectures, exposure to the latest technological tools and current case study. This course will benefit participants by providing a true perspective as to what role sales plays today and will play in the future of customer-centric organizations.
MKT 555 is a prerequisite for this class.

MKT 540


In today's hyper-competitive business environment, firms find it increasingly difficult to generate sustainable revenue growth. This course uses an organic-growth, marketing-based, customer-driven approach for developing sustainable year-on-year revenue growth. Linkages are created between existing benefits-based customer segmentation strategies, changing customer needs, the choice of a firm's or a business units product/service-line positioning strategy, its chosen business model, and finally its performance. Topics covered include: - Outcomes-based segmentation - Price-performance curves - Market-leader positioning approaches - Business model visualization and representation - Dynamic positioning, product-line and business unit adaptation - Value migration and threats to sustainability By the end of the course, students will know how to detect signals of change in customer needs and adapt their business models resulting in sustainability. This is a case-based course with a project deliverable due at the end of the course.
MKT 555 is a prerequisite for this class.

MKT 798


Content and format of this course is variable. An in-depth study of current issues in marketing.

IB 500


This course is designed to be an introduction to the economic environment in which businesses operate. With the increasing interdependence of national economies and the growing role of global enterprises, the understanding of international economic issues is vital to decision-makers. The material covered will include both socio-cultural aspects and economic and financial dimensions of global business. Students should obtain a grasp of the basic theory as well as a knowledge of the major current issues in the global economy. (FORMERLY ECO 556)

MKT 557


The differences between markets and distribution systems in various countries are explored. By emphasizing the social and economic factors causing these differences a sound understanding of and empathy with different international marketing problems are developed. Analyses are made of the organization of trade channels in various cultures, of typical government policies towards international trade in countries at different stages of development, and of international marketing research, advertising, and exporting. Offered Variably.
MKT 555 is a prerequisite for this class.

MKT 558


The course is structured to examine culture from two dimensions: a cross-cultural view, which compares local culture customs across various national marketing environments; and an intercultural approach where the focus is to exam the interaction between foreign firms and a host-country culture. Learning objectives: - Students will gain an understanding of cultural variables from a global perspective. - Students will gain the ability to compare and analyze national cultural similarities and differences across national, regional and global environments. - Students will gain the ability to recognize and analyze the interaction in marketing approaches between people and business groups who have different national/cultural backgrounds.
MKT 555 is a prerequisite for this class.

MKT 530


Students are introduced to a new strategy methodology, CRM, which is currently being adopted by many organizations in efforts to enhance their competitive advantage. Focus is placed on understanding how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. Both the business and consumer markets are examined in multiple vertical markets. New technology demonstrations and their impact will be discussed. Guest speakers provide current best-practice methods. Topics included: Case analysis and projects make up the course assignments.
MKT 555 is a prerequisite for this class.

MKT 575


A study of the theories and techniques applicable to the development of the promotional mix. Class consists of analysis and development of objectives, budgets, message design and media selection, and measuring the effectiveness of these for mass design and direct promotional vehicles.
MKT 545 and MKT 555 are a prerequisite for this class.

MKT 595


Explores the emerging business models, rules, tactics, and strategies associated with this medium. Integration with other channels and marketing operations is stressed. Classes are discussion-based, drawing on current applied readings and cases from a variety of industries in both the business-to-business and business-consumer markets.
MKT 555 is a prerequisite for this class.