Course Descriptions

MK 652 Web Design from the Marketing Perspective     3 CR
Over the past decade, it’s no secret that “design” as a discipline has completely transcended the world of graphic arts. Design today comes in many forms that play a critical role in shaping both businesses and the way people navigate the world around them. This course is designed to explore the power of design and various roles it plays through a marketer's lens and teach students how to apply its core principles to all facets of their work and lives.

MK 661 Marketing Management     3 CR
The course explores how firms analyze market opportunities; select target markets; develop the marketing mix (product, place, price, and promotion); plan, manage and control the marketplace resources throughout an enterprise; deal with competition, and extend marketing to the global marketplace. The course places particular emphasis on aspects of digital marketing.

MK 662 Analysis of Consumer Decisions     3 CR
This course explores the tools and techniques used by marketers to analyze customer behaviors. It examines databases, analytics, metrics, software, and techniques applied by marketers to transform data into useful formats for the strategic decision-making process. Contents focus on technology tools for segmentation, target marketing and positioning, media selection, market share and estimation, sales forecasting, and other analysis. 

In this course we use tools such as SAS® Enterprise Miner, SAS® Enterprise Guide, and Tableau®.

MK670 Digital Marketing     3 CR
This course is designed as an introduction to the rapidly evolving world of Digital Marketing. Changes in consumer behavior, opportunities, problems and tactics associated with incorporating digital technologies and methods into a firm’s marketing strategy are examined. Throughout the course, students will explore digital marketing tools such as search engine optimization, paid search marketing, online advertising, email marketing, social media marketing, web and social media analytics, viral marketing, online reputation management, and mobile marketing, from a hands-on perspective.

MK 672 Big Data Marketing     3 CR
Marketers nowadays are faced with the challenge of making marketing decisions that might require analyzing huge amount of transactional data. The transactional data comes from our ability of tracking and measuring consumer and purchase behavior, and this brings up a series of challenges when trying to analyze such data.

This course will present a practical approach to the process of decision-making using big datasets as a result of acquired or aggregated data. In this course, we will aim to:

  • Discover purchasing patterns by mining historical purchasing data
  • Predict purchasing behavior, sales and promotional effectiveness by developing what-if analysis
  • Develop marketing activities that can adapt to real-time or near real-time changes in purchasing behavior
  • Optimize pricing, discounting, and promotional strategies for analyzing transactional data

This course will teach students will emphasize the need for focusing on capturing, organizing and presenting just the data that is deemed necessary for decision making,

More, rather than presenting a technological approach to big data marketing, this course will focus more on the decision-making aspects of big data marketing. For example, this course will use cloud-based SAAS big-data services and a marketing dashboard to emphasize the data analysis part of big data marketing.

Finally, in this course we use tools such as SAS® Enterprise Guide, SAS® Forecast Studio, SAS® Studio, Tableau®

MK 674 Social Media Marketing     3 CR
This class will examine the use of social media for marketing purposes. Businesses have realized the power of social media to connect with customers, build loyalty, sell products, and create long-lasting relationships. We will discuss tools, techniques, strategies, and how to evaluate efforts of Social Media Marketing. Broad issues to be covered are:

  • What is social media?
  • What are the different types of social media?
  • How do people consume social media?
  • How is social media used by marketers and businesses?
  • What are the components of a successful social media strategy?
  • How can specific tools and channels be used in a meaningful way to create connections?
  • How does social media marketing combine with traditional marketing fit into a comprehensive marketing strategy?
  • How do we measure, track, and evaluate performance?

MK680 Special Topics: Business Intelligence     3 CR
This course explores digital analytics in business intelligence. The lessons represent a specific focus on the intersections between, core analytics knowledge and (online) business strategy. The topic areas in this course cover analyzing digital content, the strategies used to determine the value of online successes or opportunities for optimization. We will also look at advanced topics in the field. These advanced topics include, demographic data, personalization, and legal concerns.


MK 689 Digital Marketing Capstone Project
Students wishing to pursue the capstone project option must submit the required proposal by November 15 for the Spring semester, February 1 for the Late Spring semester and April 15 for the Fall semester. The faculty will review the proposal and decide if it is acceptable. If the proposal is found to be acceptable, you will be assigned to a faculty member who will supervise the thesis.

Requirements for the Project Proposal
Graduate students must submit a proposal that describes the project they want to pursue. The proposal should address the following issues:

  • The managerial issue being addressed
  • Scope and description of the project
  • Proposed timeline
  • What deliverable(s) will result from the project?
  • How does the project relate to the field of digital marketing?

Project Requirements
The project proposal must be approved before work on the actual project begins. In addition, if working with a client, a statement of work should be signed by the client and student .

The statement of work should include, at a minimum:

  • A description of the project
  • Resources, information and/or contacts required from the client
  • Deliverables to be provided by the student
  • A project timeline, including milestones and completion deadlines.

At the conclusion of the project, the student must submit to the mentoring professor:

  • A written document detailing how the project was completed
  • Any deliverables and artifacts included in the project
  • A project evaluation form completed by the client or supervisor
  • Any supplemental documentation related to the project

The student may be asked to present the completed project to a committee or open session.