Marketing

MKGB 6710. Responsible Marketing Management. (3 Credits)

This course discusses the role of marketing in developing responsible business practices to create, communicate, and deliver value for business entities, consumers, and society as a whole. Interactive class discussions focus on how marketing interacts with other business functions within a company, as well as how marketing contributes to both the company bottom-line and societal well-being. Topics covered include the strategic marketing process, shared value creation, circular economy, responsible marketing, market segmentation, targeting, and positioning, and the marketing mix. Lectures, comprehensive case analyses, in-class exercises, and team projects are used to provide a complete understanding of the role of responsible marketing management toward achieving well-being of all stakeholders. (Previous title: Customer Driven Marketing, new title: Responsible Marketing Management).

Attribute: PMMA.

Prerequisites: BEGB 6220 or GBA Waiver Managerial Eco with a score of 070.

Mutually Exclusive: MKGB 6711, MMGB 6711.

MKGB 6711. Marketing Management. (3 Credits)

This course introduces the ways in which marketing creates value in the interactions with other business functions, stakeholders and consumers. It emphasizes why and how successful marketing needs to be customer-driven, especially in the digital age where consumer engagement through various channels is key to a firm's success. Topics covered include the strategic marketing process; the exchange of value; market segmentation, targeting, and positioning, and the marketing mix in the digital economy.

Mutually Exclusive: MKGB 6710.

MKGB 7720. Consumer Behavior. (3 Credits)

This course examines the psychological, social, and cultural factors that influence consumer decision-making and explores how these insights can be applied to real-world marketing challenges. Drawing from disciplines such as marketing, psychology, sociology, anthropology, and economics, the course provides a comprehensive framework for understanding why consumers behave the way they do and how firms can respond strategically. Topics such as motivation, learning, memory, perception, attitude formation and change are covered to explain and predict how consumers behave in the marketplace.

Attributes: ABGS, PMMA.

Prerequisites: MKGB 6710 or GBA Waiver Marketing Mgmt with a score of 070.

Mutually Exclusive: MKGB 6720.

MKGB 7723. Strategic Branding. (3 Credits)

Demonstrates the strategic importance of branding by focusing on the various ways the brands acquire and sustain value in the marketplace. Analyzes relevant and comprehensive theories, and all the necessary tools, ideas and concepts to uncover the brands’ identities and help managerial branding decisions. Topics discussed include socio-cultural perspectives on branding and brand management, emotional branding, financial considerations and consequences of branding decisions. PREVIOUSLY TITLED: BIG BRAND MARKETING.

Attribute: PMMA.

Prerequisites: MKGB 6710 or GBA Waiver Marketing Mgmt with a score of 070.

MKGB 7730. Research Methods. (3 Credits)

This course provides a fundamental understanding of research methods and their application across different business functions, offering perspectives from both the provider and user of information needed for managerial decision-making. Discusses the research process with an emphasis on the identification, collection, analysis and dissemination of business and consumer data. Topics include problem definition, the use of secondary data, various quantitative and qualitative methods, preparation and evaluation of surveys, and basics of data analysis. Students develop the ability to evaluate empirical research and design methodologically rigorous studies to address both managerial and academic research questions. REQUIRED COURSE FOR MARKETING CONCENTRATION.

Attribute: ASDM.

Mutually Exclusive: MKGB 6730.

MKGB 7732. Data-Driven Marketing Decision-Makings. (3 Credits)

This course bridges data analytics and strategic marketing decision-making through an experiential, learn-by-doing approach. Fully revised to integrate generative AI throughout the curriculum, the course teaches students to leverage Python in Google Colab and AI-assisted coding tools, including Gemini and Claude, to develop, debug, and refine code to develop data-driven insights. Core topics include data cleaning, data manipulation, and a discovery approach to data analysis, supported by advanced analytical frameworks such as statistical testing, regression analysis, marketing mix modeling, and clustering. Drawing on a comprehensive custom-built Python code library developed by the instructor, students complete individual and team projects to synthesize data, extract actionable insights, and communicate strategic recommendations. Throughout the course, students develop the critical thinking needed to address managerial decisions through a holistic analytical framework.

MKGB 7755. Integrated Marketing Communications. (3 Credits)

This course analyzes the planning, execution, and measurement of advertising campaigns, with a focus on developing ad campaigns and media planning that maximize consumer engagement. Topics include the role of advertising in the marketing mix, tools, techniques and processes used in creating advertising strategy, media planning, legal issues and ethical considerations in advertising. An emphasis is placed on creative ways to foster awareness and maintain consumer involvement through digital media platforms and other marketing tools. MKGB 7720 (or MKGB 6720) is suggested as prior coursework.

Attribute: ABEP.

Prerequisites: MKGB 6710 or MKGB 6711 or GBA Waiver Marketing Mgmt with a score of 070.

MKGB 7760. Marketing Technology and Innovation. (3 Credits)

This course introduces students to the marketing implications of the latest technologies (the current and future trends). These technologies have led to new forms of marketing and customer-related activities. Marketing students need to have an overall understanding of the latest technological advances to take advantage of these technologies and be able to communicate with technology specialists. Adopting a learn-by-doing approach, the course seeks to help students integrate their knowledge and skills with the latest advances. Students will implement this integration of knowledge in assignments and projects that seek to create new value for consumers, offer personalized customer experience, address a marketing challenge, or create and capture new opportunities.

Attribute: AICE.

Prerequisites: MKGB 6710 and (MKGB 8701 or MKGB 77AN).

MKGB 7765. Sales Management. (3 Credits)

Focuses on personal selling and salesforce management in the context of large and small organizations. Examines the sales process and its relationship to overall marketing strategy, evaluation of salesforce performance and the function of sales manager. Explore such topics as sales planning, forecasting as well as recruiting, selecting, motivating and compensating a salesforce.

Attribute: PMMA.

Prerequisites: MKGB 6710 or GBA Waiver Marketing Mgmt with a score of 070.

MKGB 7775. Mktg of Finl Services. (3 Credits)

The objective of this course is to provide an understanding of successful strategies used in marketing financial services. Financial services have witnessed a significant growth in marketing activity due to industry deregulation, intensified competition, and the emergence of new technologies. These changes have made it critical for business students who anticipate being active in financial services to expand their skill sets and learn new approaches to the successful marketing of these services. Many of these approaches are derived from systematic exploration of opportunities arising from consumers' financial decision-making styles and the dynamics by which technology influences consumer choices. This course is intended for students who anticipate becoming active financial services marketers at some point in their careers. Upon completing this course, students will be able to manage consumer marketing activities for a wide array of financial services organizations. Students completing a finance major can use this course to fulfill a finance elective but not for a finance concentration requirement.

Prerequisites: MKGB 6710 or GBA Waiver Marketing Mgmt with a score of 070.

MKGB 7785. Marketing Strategy. (3 Credits)

Presents an integrated framework on how company marketing decisions can be guided by the environment in which the company is operating, the company’s own strengths and weaknesses, and the future prospects in the marketplace. Provides a synthesis of current research findings on strategic marketing theory through the text and other material, and put theories into practice by the students through the use of computer simulations and case analyses. Enables students to develop the techniques needed to optimize marketing activities related to pricing, advertising, distribution and product development.

Prerequisites: MKGB 7730 or MKGB 6730.

MKGB 7792. New Product Development. (3 Credits)

Provides a sequential methodology for identifying new product opportunities, designing products and services to meet consumer needs. Examines processes and methods used for managing different stages of product development, from idea generation to market testing. Discuss ethical and financial considerations of new product development processes for the business and society at large.

Attributes: ABEP, ABGS, AICE.

Prerequisites: MKGB 6710 or GBA Waiver Marketing Mgmt with a score of 070.

MKGB 779H. Marketing Decision Models. (3 Credits)

This course provides students with hands-on training in applying analytical tools and computer programs to assist marketing decisions. The course brings together topics from statistics, data mining, analytics, and substantive areas of marketing to help marketing students learn the necessary skills regarding marketing models to succeed in the job market. Upon successful completion of the course, you will be able to understand and use certain marketing modeling approaches, hands-on SQL skills to use marketing databases for marketing purposes, apply and use analysis to assist managerial decision-making, and think critically about the business goals and have the basic skills to fill the gap between managerial needs and data.

Prerequisites: MKGB 6710 and (MKGB 8701 or MKGB 77AN).

MKGB 779N. Sports Marketing. (3 Credits)

This course provides a comprehensive overview of the strategic and major marketing challenges facing the global sports industry. Beyond the live sporting event, the curriculum examines the broader sports product landscape, including sporting goods, licensed merchandise, fitness and health services, and sports media. Students will explore the business of sports, ranging from facility operations and revenue management to fan engagement through advertising, sales promotion, and corporate sponsorships. Drawing on these perspectives, the course analyzes market dynamics, consumer behavior, and tactical strategies required to capture growth opportunities in this diverse, multi-billion-dollar industry.

Prerequisites: MKGB 6710 or GBA Waiver Marketing Mgmt with a score of 070.

MKGB 779T. Marketing Mgt & Strategy. (3 Credits)

Introducing the fundamental concepts and processes essential for marketing goods, and services in today's competitive environment. This course presents an integrated framework on how such strategic decision should be made. The course is anchored on three tools: Strategic Marketing Theory, Computer Simulation and Application and Cases.

Prerequisites: MKGB 6710 or GBA Waiver Marketing Mgmt with a score of 070.

MKGB 77AM. Digital Marketing. (3 Credits)

This course provides students with hands-on training in the conceptual foundations of digital marketing and the practical skills needed to design, implement, and measure digital marketing activities in today's competitive digital economy. Students will examine underlying principles, strategic and tactical decision-making, the design of digital presence, and execution across various digital channels. Through a combination of educational materials, class discussions, hands-on practice, and a semester-long project, students build the navigational expertise needed to remain adaptive and strategic in a rapidly evolving digital landscape, while gaining direct experience making strategic marketing choices that translate into practical skills aligned with industry demands.

Prerequisites: MKGB 6710 or MIGB 6710.

MKGB 77AN. Design Thinking. (3 Credits)

Design thinking is an iterative problem-solving process of discovery, ideation, and experimentation that, when combined with business models, provides decision-makers with effective tools for innovation and transformation. This hands-on course will guide students in the use of a variety of design-based tools and techniques to clarify and solve human-centered organizational, business, and public service challenges.

Attribute: PMMA.

MKGB 77AU. Social Marketing. (3 Credits)

This course introduces participants to social marketing, the creative use of marketing for the betterment of society. Participants will discuss how organizations can utilize marketing frameworks to address contemporary social problems (e.g., domestic violence, systemic racism, transphobia, homelessness, addiction, income inequality, political polarization). This course also covers related concepts such as corporate social responsibility (CSR); diversity, equity, and inclusion (DEI); and public service announcements (PSAs). (This course should not be confused with Social Media Marketing.)

Prerequisite: MKGB 6710.

MKGB 77AW. Customer Experience Management. (3 Credits)

This learning-by-doing course introduces participants to customer experience management—the set of practices that companies use to ensure that customers are satisfied at every touchpoint of their journeys with brands. Participants will learn how to attract consumer attention in different product categories and how to keep customers satisfied across multiple service encounters. This course also covers customer journey mapping, a widely used tool for designing and improving customer experiences across physical and digital touchpoints.

Prerequisite: MKGB 6710.

MKGB 77AX. Marketing with Cultural Intelligence. (3 Credits)

The course helps students develop the cultural intelligence needed to serve customers whose experiences, worldview, and lifestyles are different from one’s own. Through a variety of experiential and immersive experiences, students will learn how to step out of themselves and into the heart and mind of someone else, and in doing so, create their own personal toolbox for learning about diverse markets. By the end of the course, they will have developed a new appreciation for the nuances of culture that exist within and across countries and the empathy needed to speak and engage with diverse consumers in a manner that is relevant.

Prerequisite: MKGB 6710.

MKGB 77AY. Marketing Machine Learning Models. (3 Credits)

This course provides a comprehensive exploration of advanced methods in machine learning and marketing analytics, equipping students with the tools and techniques needed to make data-driven marketing decisions. Emphasizing theory, strategy, and application, the course guides students through the complete managerial and analytics process, using real-world marketing scenarios and datasets. By the end of the course, students will be able to apply a suite of advanced analytical techniques to real marketing problems and communicate insights effectively.

MKGB 7811. Marketing Internship. (1 to 3 Credits)

This course is intended for students with a Marketing internship for this trimester that wish to receive academic credit for it. The course will begin with an orientation session and will be followed by additional meetings with students. The course instructor will provide additional details to enrolled students.

MKGB 8701. Marketing Analytics. (1.5 Credits)

This mini-course seeks to familiarize students with using data in marketing contexts and understand data-driven approaches to marketing decisions. Students will learn about various data sources and understand their context, similarities, differences, and business use-cases. They will also learn how to perform basic data checks, manipulation, and analysis for actionable marketing insights.

Attributes: ABEP, ASDM.

Prerequisites: (MKGB 6710 or GBA Waiver Marketing Mgmt with a score of 070).

MKGB 8703. Revealing Consumer Insights. (1.5 Credits)

This course examines consumer complexity in the marketplace through anthropological and other humanistic approaches to market research. Students explore how marketers’ assumptions about consumers shape business decisions and outcomes. Drawing on theories and methods from the human sciences, students learn to reframe business problems as human problems, uncover qualitative consumer insights, and better understand consumer behavior to help firms succeed in the marketplace.

Prerequisites: MKGB 6710 or GBA Waiver Marketing Mgmt with a score of 070.

MKGB 8709. Digital Marketing Analytics. (1.5 Credits)

Provides students with a hands-on experience with using various analytical methods and tools to explore digital marketing, including social media marketing and google analytics.

Prerequisites: MKGB 6710 and (MKGB 8701 or MKGB 77AN (may be taken concurrently)).

MKGB 879E. Luxury Marketing. (1.5 Credits)

This course will provide excellent support for those planning a career in luxury marketing, brand management, retailing and distribution and communications. It covers areas such as history and trends of the luxury sector; marketing of luxury goods and services; strategy evaluation for luxury businesses; luxury consumer behavior, luxury product and brand management; luxury marketing communications and retailing and channel management within the luxury sector.

Prerequisites: MKGB 6710 or GBA Waiver Marketing Mgmt with a score of 070.

MKGB 879X. Applied CRM. (1.5 Credits)

Customer Relationship Management (CRM) is the strategic process of selecting the customers a firm can most profitably serve and of shaping the interactions between a firm and their customers. The goal is to optimize the current and future value of the customers for the company. This course introduces students to CRM strategy, teaches the range of metrics used for customer analytics and includes applied, hands-on usage of a real-world CRM system. Students in this course will gain experience in the strategies of and application of CRM for business and marketing effectiveness.

Attribute: ISEL.

MKGB 879Y. Marketing Analytics Insights. (1.5 Credits)

This course will help students understand the requirements for implementing an effective data strategy. Students will also learn how to communicate the complexities and insights of these data-focused strategies to all levels of stakeholders. The course will invite industry professionals to share their views on data analytics, strategy, and management, including data architecture, governance, quality, and technologies. The learning objectives will be accomplished by completing a set of case studies, reading assignments, and participating in class discussions.

Prerequisites: MKGB 6710 and (MKGB 8701 or MKGB 77AN).

MKGB 879Z. Customer Loyalty Programs. (1.5 Credits)

Customer loyalty is key to growing a profitable brand. In response, firms invest heavily in programs to drive loyalty, increase market share, and build a moat around their most valuable customers. This course will explore the drivers of customer loyalty and will delve into the program strategy, program structure, marketing communications, and financial implications of running a customer loyalty program.

Prerequisites: MKGB 6710 or GBA Waiver Marketing Mgmt with a score of 070.

MKGB 87AB. Measuring Marketing Effectiveness. (1.5 Credits)

This course provides students with an in-depth analysis of best practices of advertising and branding strategies and the tools used to evaluate and improve brand strategies and campaigns. The class seeks to provide practical applications—translating research and analytical projects into marketing insights and actionable recommendations.

Prerequisites: MKGB 8701 or MKGB 77AN.

MKGB 87AC. Creating Marketing Visuals Using Generative AI. (1.5 Credits)

This seven-week graduate intensive leverages generative AI to produce advanced marketing visuals, including images and videos. Designed for marketers, creatives, and entrepreneurs, the course uses a learn-by-doing approach to explore AI-driven marketing workflows from concept to execution. The curriculum emphasizes AI storytelling, brand messaging, platform-specific ad strategies, and brand universe development—equipping students to craft high-impact campaigns. Through real-world case studies, students explore advanced industry techniques and complete three AI-generated commercials, culminating in a portfolio-ready final project. Students leave with the creative and technical skills to compete within agencies or launch brands in an AI-powered landscape.

MKGB 87AD. Marketing with Humanity in an AI-Driven World. (1.5 Credits)

What does it mean to practice marketing in a world increasingly shaped by artificial intelligence? Marketers must balance AI's potential with its ethical, operational, and cultural challenges in industries facing constant disruption. As AI becomes integral to decision-making, from brand strategy to ad targeting, the defining qualities of exceptional marketing leadership—empathy, discernment, creativity—are more critical than ever. This seven-week course explores how marketing professionals can harness the power of AI while safeguarding the human capabilities that drive innovation and resilience. Through interactive discussions, case studies, and practical exercises, students will gain the knowledge and skills to navigate AI-driven challenges, foster ethical marketing practices, and inspire their organizations in a digital-first future. The course bridges AI marketing strategy, ethics, and authentic brand storytelling in a way that complements existing digital marketing and consumer behavior offerings but does not overlap with them.

MKGB 87AE. Airline Marketing. (1.5 Credits)

This course examines the airline industry through the lens of marketing and management principles as they relate to international airlines. As an integral part of any economy and a key component of travel and tourism in particular, airlines operate in an environment characterized by high levels of unpredictability, risk, and historically low profit margins. The topics discussed include product development, pricing, distribution channels, promotion, revenue management, and data-driven decision-making processes as they apply to the airline industry. The course will present relevant theories, models, and management tools, incorporating case studies, guest speakers, and site visits to enable students to observe how marketing and management principles are applied in solving real-life problems.

MKGB 8999. Independent Study. (1.5 to 3 Credits)

Independent Study.

MIGB 6710. Responsible Marketing Management. (3 Credits)

This course discusses the role of marketing in developing responsible business practices to create, communicate, and deliver value for business entities, consumers, and society as a whole. Interactive class discussions focus on how marketing interacts with other business functions within a company, as well as how marketing contributes to both the company bottom-line and societal well-being. Topics covered include the strategic marketing process, shared value creation, circular economy, responsible marketing, market segmentation, targeting, and positioning, and the marketing mix. Lectures, comprehensive case analyses, in-class exercises, and team projects are used to provide a complete understanding of the role of responsible marketing management toward achieving well-being of all stakeholders. (Previous title: Customer Driven Marketing, new title: Responsible Marketing Management).

MIGB 7720. Consumer Behavior. (3 Credits)

Analyzes the latest social science research and theories to better understand consumer behavior. Special attention is directed to applications in managerial decision-making. Topics including motivation, learning, memory, perception, attitude formation and change and decision-making are covered to explain and predict how consumers behave in the marketplace.

MIGB 7723. Strategic Branding. (3 Credits)

This course demonstrates the strategic importance of branding by focusing on the various ways brands acquire and sustain value in the marketplace. It analyzes relevant and comprehensive theories, and all the necessary tools, ideas, and concepts to uncover the brands’ identities and help managerial branding decisions. Topics discussed include socio-cultural perspectives on branding and brand management, emotional branding, financial considerations, and consequences of branding decisions.

Prerequisite: MIGB 6710.

MIGB 7730. Research Methods. (3 Credits)

This course provides a fundamental understanding of research methods and their application in different business functions, offering perspectives from both the provider and user of information needed for managerial decision-making. It covers the research process with an emphasis on the identification, collection, analysis, and dissemination of business and consumer data. Topics include problem definition, the use of secondary data, various quantitative and qualitative methods, preparation and evaluation of surveys, and basics of data analysis, including multivariate statistics.

MIGB 7732. Data-Driven Marketing Decisions. (3 Credits)

This course provides students with hands-on training in applying analytical tools to data to assist marketing decisions. The course seeks to fill the gap between managerial needs and technical expertise by bringing together topics from both analytics and substantive marketing areas. Adopting a learn-by-doing approach, the course provides students with hands-on training on simulating data-driven marketing decisions and formulating sound recommendations. The course seeks to help students improve their skills for effectively integrating knowledge, critical thinking, analytical problem solving, presentation of ideas, teamwork, leadership, and analytical tools for solving business problems.

Attribute: ASDM.

MIGB 7755. Integrated Marketing Communications. (3 Credits)

This course analyzes the planning, execution, and measurement of advertising campaigns, with a focus on developing ad campaigns and media planning that maximize consumer engagement. Topics include the role of advertising in the marketing mix; tools, techniques, and processes used in creating advertising strategy; media planning; legal issues; and ethical considerations in advertising. An emphasis is placed on creative ways to foster awareness and maintain consumer involvement through digital media platforms and other marketing tools.

Prerequisite: MIGB 6710.

MIGB 7760. Marketing Technology and Innovation. (3 Credits)

This course introduces students to the marketing implications of the latest technologies (the current and future trends). These technologies have led to new forms of marketing and customer-related activities. Marketing students need to have an overall understanding of the latest technological advances to take advantage of these technologies and be able to communicate with technology specialists. Adopting a learn-by-doing approach, the course seeks to help students integrate their knowledge and skills with the latest advances. Students will implement this integration of knowledge in assignments and projects that seek to create new value for consumers, offer personalized customer experience, address a marketing challenge, or create and capture new opportunities.

Prerequisites: MIGB 6710 and (MIGB 8701 or MIGB 77AN).

MIGB 7765. Sales Management. (3 Credits)

This course focuses on personal selling and sales force management in the context of large and small organizations. It examines the sales process and its relationship to overall marketing strategy, evaluation of sales force performance, and the function of sales manager. Explore such topics as sales planning, forecasting, recruiting, selecting, motivating, and compensating a sales force.

Prerequisite: MIGB 6710.

MIGB 7785. Marketing Strategy. (3 Credits)

This course presents an integrated framework on how company marketing decisions can be guided by the environment in which the company is operating, the company’s own strengths and weaknesses, and the future prospects in the marketplace. It provides a synthesis of current research findings on strategic marketing theory through the text and other material, and allows students to put theories into practice through the use of computer simulations and case analyses. It enables students to develop the techniques needed to optimize marketing activities related to pricing, advertising, distribution, and product development.

MIGB 7792. New Product Development. (3 Credits)

This course provides a sequential methodology for identifying new product opportunities and designing products and services to meet consumer needs. It examines processes and methods used for managing different stages of product development, from idea generation to market testing. We will discuss ethical and financial considerations of new product development processes for the business and society at large.

Prerequisite: MIGB 6710.

MIGB 779H. Marketing Decision Models. (3 Credits)

This course provides students with hands-on training in applying analytical tools and computer programs to assist marketing decisions. The course brings together topics from statistics, data mining, analytics, and substantive areas of marketing to help marketing students learn the necessary skills regarding marketing models to succeed in the job market. Upon successful completion of the course, you will be able to understand and use certain marketing modeling approaches, hands-on SQL skills to use marketing databases for marketing purposes, apply and use analysis to assist managerial decision-making, and think critically about the business goals and have the basic skills to fill the gap between managerial needs and data.

Prerequisites: MIGB 6710 and (MIGB 8701 or MIGB 77AN).

MIGB 779N. Sports Marketing. (3 Credits)

It is estimated that the sports industry generates over $200 billion a year in revenue, and it is still growing. Sports products are more than just the sporting event, the athlete, and the arena, and now encompass items such as sporting goods and equipment, licensed merchandise and clothing lines, collectibles and memorabilia, personal training/fitness centers and health services, sports camps, and instruction, as well as sports information and media. In addition, sports products include the successful and strategic management of operations/facilities, overseeing revenues and investments, as well as bringing events to the attention of the public through advertising, sales, promotion, and sponsorships. This course is designed to provide the sports business student with an overview of the major marketing issues facing the sports industry. As one can see, this is a diverse and growing industry centered around the association of sport. With this as a background, this course will focus on the industry, market opportunities, and strategies for seizing those opportunities.

Prerequisite: MIGB 6710.

MIGB 779Z. Applied Project. (3 Credits)

Students work on a real-world project for a corporate client. Operating under a non-disclosure agreement, student teams receive direction and data from a consumer brand, ad agency, or market research company. Recent clients include: McCann Worldgroup, Circana, WebMD, Medidata, Samsung Home Electronics, Hilton Honors, and others. Under faculty guidance, students apply skills learned in MSMI to conduct research, analyze data, and develop a final presentation for the client marketing team. The Applied Project provides MSMI students with the opportunity to build their resumes with actual professional experiences.

MIGB 77AM. Digital Marketing. (3 Credits)

Digital Marketing is designed to provide students with a thorough knowledge of the digital marketing process. Throughout this course, students will be taught various digital marketing techniques and strategies so they have will have a strong knowledge base once this course is complete.

Prerequisite: MIGB 6710.

MIGB 77AN. Marketing Analytics - Enhanced. (3 Credits)

This course is an enhanced version of the Marketing Analytics mini course, designed for MSMI students who want to pursue a career in analytics. The class seeks to familiarize students with using data in marketing contexts and understanding data-driven approaches to marketing decisions. Students will learn about various data sources and understand their context, similarities, differences, and business use-cases. They will also learn how to perform basic data checks, manipulation, and analysis for actionable marketing insights.

MIGB 77AU. Social Marketing. (3 Credits)

This course introduces participants to social marketing, the creative use of marketing for the betterment of society. Participants will discuss how organizations can utilize marketing frameworks to address contemporary social problems (e.g., domestic violence, systemic racism, transphobia, homelessness, addiction, income inequality, political polarization). This course also covers related concepts such as corporate social responsibility (CSR); diversity, equity, and inclusion (DEI); and public service announcements (PSAs). (This course should not be confused with Social Media Marketing.)

Prerequisite: MIGB 6710.

MIGB 77AW. Customer Experience Management. (3 Credits)

This learning-by-doing course introduces participants to customer experience management—the set of practices that companies use to ensure that customers are satisfied at every touchpoint of their journeys with brands. Participants will learn how to attract consumer attention in different product categories and how to keep customers satisfied across multiple service encounters. This course also covers customer journey mapping, a widely used tool for designing and improving customer experiences across physical and digital touchpoints.

MIGB 77AX. Marketing with Cultural Intelligence. (3 Credits)

The course helps students develop the cultural intelligence needed to serve customers whose experiences, worldview, and lifestyles are different from one’s own. Through a variety of experiential and immersive experiences, students will learn how to step out of themselves and into the heart and mind of someone else, and in doing so, create their own personal toolbox for learning about diverse markets. By the end of the course, they will have developed a new appreciation for the nuances of culture that exist within and across countries and the empathy needed to speak and engage with diverse consumers in a manner that is relevant.

MIGB 77AY. Marketing Machine Learning Models. (3 Credits)

This course provides a comprehensive exploration of advanced methods in machine learning and marketing analytics, equipping students with the tools and techniques needed to make data-driven marketing decisions. Emphasizing theory, strategy, and application, the course guides students through the complete managerial and analytics process, using real-world marketing scenarios and datasets. By the end of the course, students will be able to apply a suite of advanced analytical techniques to real marketing problems and communicate insights effectively.

MIGB 8701. Marketing Analytics. (1.5 Credits)

This mini-course seeks to familiarize students with using data in marketing contexts and understanding data-driven approaches to marketing decisions. Students will learn about various data sources and understand their context, similarities, differences, and business use-cases. They will also learn how to perform basic data checks, manipulation, and analysis for actionable marketing insights.

Prerequisites: MIGB 6710 or GBA Waiver Marketing Mgmt with a score of 070.

MIGB 8702. Exp Career Dev Portf I. (0 Credits)

MIGB 8703. Reveal Consumer Insights. (1.5 Credits)

Addresses consumer complexity in the marketplace by using anthropological and other humanistic approaches in market research to uncover qualitative consumer insights for businesses. Investigates the assumptions marketers make about consumers and how these assumptions can affect businesses. Teaches theories and methods from the human sciences to reframe business problems as human problems, and better understand consumer behavior as a new way to help firms succeed in the marketplace.

MIGB 8704. Qualitative Research. (1.5 Credits)

MIGB 8705. Applied CRM. (1.5 Credits)

Customer Relationship Management (CRM) is the strategic process of selecting the customers a firm can most profitably serve and of shaping the interactions between a firm and their customers. The goal is to optimize the current and future value of the customers for the company. This course introduces students to CRM strategy, teaches the range of metrics used for customer analytics and includes applied, hands-on usage of a real-world CRM system. Students in this course will gain experience in the strategies of and application of CRM for business and marketing effectiveness.

MIGB 8706. Experimental Design. (1.5 Credits)

MIGB 8707. Language of Consumers. (1.5 Credits)

MIGB 8709. Digital Marketing Analytics. (1.5 Credits)

Provides students with a hands-on experience with using various analytical methods and tools to explore digital marketing, including social media marketing and google analytics.

Prerequisites: MIGB 6710 and (MIGB 8701 or MIGB 77AN).

MIGB 8712. Exp Career Dev Portf II. (0 Credits)

MIGB 879E. Luxury Marketing. (1.5 Credits)

This course will provide excellent support for those planning a career in luxury marketing, brand management, retailing and distribution, and communications. It covers areas such as history and trends of the luxury sector, marketing of luxury goods and services, strategy evaluation for luxury businesses, luxury consumer behavior, luxury product and brand management, luxury marketing communications, and retailing and channel management within the luxury sector.

Prerequisite: MIGB 6710.

MIGB 879X. Applied CRM. (1.5 Credits)

Customer Relationship Management (CRM) is the strategic process of selecting the customers a firm can most profitably serve and shaping the interactions between a firm and their customers. The goal is to optimize the current and future value of the customers for the company. This course introduces students to CRM strategy, teaches the range of metrics used for customer analytics, and includes applied, hands-on usage of a real-world CRM system. Students in this course will gain experience in the strategies of and application of CRM for business and marketing effectiveness.

MIGB 879Y. Marketing Analytics Insights. (1.5 Credits)

This course will help students understand the requirements for implementing an effective data strategy. Students will also learn how to communicate the complexities and insights of these data-focused strategies to all levels of stakeholders. The course will invite industry professionals to share their views on data analytics, strategy, and management, including data architecture, governance, quality, and technologies. The learning objectives will be accomplished by completing a set of case studies, reading assignments, and participating in class discussions.

Prerequisites: MIGB 6710 and (MIGB 8701 or MIGB 77AN).

MIGB 879Z. Customer Loyalty Programs. (1.5 Credits)

Customer loyalty is key to growing a profitable brand. In response, firms invest heavily in programs to drive loyalty, increase market share, and build a moat around their most valuable customers. This course will explore the drivers of customer loyalty and will delve into the program strategy, program structure, marketing communications, and financial implications of running a customer loyalty program.

Prerequisite: MIGB 6710.

MIGB 87AA. Retail Digital Marketing. (1.5 Credits)

Over the past decade, traditional brick and mortar businesses have been shifting their operating models to fuel digital investments. This course is designed to introduce the fundamental concepts and processes that are essential to prepare for an executive position in retail digital marketing for today's competitive e-business environment. Upon completion of the course, students will be able to confidently strategize and lead digital marketing initiatives for CPG products in both luxury and big box retail environments. Throughout the semester, students will be introduced to the critical elements of digital marketing including how to strategize business planning for results. Studies include fundamentals e-retail, performance marketing, digital content for conversion, and digital transformation including digital upskilling of employees.

MIGB 87AB. Measuring Marketing Effectiveness. (1.5 Credits)

This course provides students with essential skills in evaluating marketing, advertising, and branding effectiveness. It focuses on best practices for assessing campaign performance, media impact, and brand communication strategies. Students will learn to select and apply the most appropriate research methods to meet specific marketing objectives, transforming insights into actionable recommendations to enhance brand strategies and campaign outcomes.

Prerequisites: MIGB 8701 or MIGB 77AN.

MIGB 87AC. Creating Marketing Visuals Using Generative AI. (1.5 Credits)

This seven-week intensive course enables graduate students to unlock the power of generative AI to create marketing visuals, including images and videos. The course is designed for marketers, creatives, and entrepreneurs eager to master AI-driven commercial production. Adopting a learn-by-doing approach through expert-led, real-world case studies and cutting-edge industry techniques, students will explore AI-powered marketing workflows, from concept to execution. This course emphasizes the art of AI storytelling, brand messaging, platform-specific ad strategies, and worldbuilding—equipping students to craft high-impact, visually stunning marketing campaigns. By the end of this class, students will complete three AI-generated commercials, culminating in a polished, portfolio-ready final project. The class prepares them with innovative skills for careers within an agency, building a brand, or creating viral social media ads. The course provides the tools and insights to lead in the AI-driven marketing revolution.

MIGB 87AD. Marketing with Humanity in an AI-Driven World. (1.5 Credits)

What does it mean to practice marketing in a world increasingly shaped by artificial intelligence? Marketers must balance AI's potential with its ethical, operational, and cultural challenges in industries facing constant disruption. As AI becomes integral to decision-making, from brand strategy to ad targeting, the defining qualities of exceptional marketing leadership—empathy, discernment, creativity—are more critical than ever. This seven-week course explores how marketing professionals can harness the power of AI while safeguarding the human capabilities that drive innovation and resilience. Through interactive discussions, case studies, and practical exercises, students will gain the knowledge and skills to navigate AI-driven challenges, foster ethical marketing practices, and inspire their organizations in a digital-first future. The course bridges AI marketing strategy, ethics, and authentic brand storytelling in a way that complements existing digital marketing and consumer behavior offerings but does not overlap with them.

MIGB 87AE. Airline Marketing. (1.5 Credits)

This course examines the airline industry through the lens of marketing and management principles as they relate to international airlines. As an integral part of any economy and a key component of travel and tourism in particular, airlines operate in an environment characterized by high levels of unpredictability, risk, and historically low profit margins. The topics discussed include product development, pricing, distribution channels, promotion, revenue management, and data-driven decision-making processes as they apply to the airline industry. The course will present relevant theories, models, and management tools, incorporating case studies, guest speakers, and site visits to enable students to observe how marketing and management principles are applied in solving real-life problems.

MIGB 8999. Tutorial. (1.5 Credits)