Marketing Course Catalog

EPD/GENBUS/MARKETNG 782: Marketing for Non-marketing Professionals

Credits unavailable

Provides an overview of marketing's role within an organization, key elements of a marketing plan, and strategies for implementation. Covers buyer demographics, psychographics, and purchasing behavior, emphasizing how a thorough understanding of the customer informs the development of a coordinated marketing mix - product, price, promotion, and place - to outperform competitors while meeting profit goals. Highlights the importance of aligning all company functions to focus on the customer.

INTLBUS/MARKETNG 420: Global Marketing Strategy

3 credits

Examines the key opportunities and challenges that companies face in today's evolving global markets. Topics include globalization and shifting market dynamics, the cultural and social environments of global consumers, and the development of effective international marketing strategies.

JOURN/MARKETNG 605: Digital Brand Building

3 credits

Provides an overview of the rapidly changing digital landscape and its role and importance in the marketing mix. Explores the digital revolution and its impact on building brands in today's digital first environment. Examines themes of the revolution and their effects on how organizations market their brands and, more broadly, on culture.

MARKETNG 300: Marketing Management

3 credits

Planning and controlling the elements of the marketing program; marketing organization, product and service, packaging, pricing, promotion and physical distribution.

MARKETNG 305: Consumer Behavior

3 credits

Consumer behavior is a broad field that studies how individuals, families and groups acquire, consume, and dispose of goods, services, ideas and experiences. Provides an integrated view of consumer behavior that draws on psychological, economic, anthropological and sociological perspectives to enhance understanding of consumer acquisition processes.

MARKETNG 310: Marketing Research

3 credits

Systematic and objective search for and analysis of information relevant to the identification and solution of problems in marketing.

MARKETNG 335: Brand Management & Strategy

3 credits

Learn about brands, how they work, and apply that knowledge to managerial situations. Covers brand history, societies, and cultures; critical mental processes; marketing imperatives; and the economies that underlie them.

MARKETNG 340: Technology Product Marketing

3 credits

Introduction to marketing strategy for technology companies and products. Learn how traditional marketing tools can be adopted to help technology products succeed, and what new frameworks beyond the traditional 5C's and 4P's are needed for the marketing of technology products. Topics covered include technology development and adoption, managing disruptive technologies, economics of IT products, AI, and platform strategy.

MARKETNG 349: Study Abroad: Global Immersion Experience in Marketing

Credits unavailable

A study abroad equivalency for a global immersion experience (short term study abroad) in Marketing that does not equate to a UW-Madison course. Requires current enrollment in a UW-Madison sponsored study abroad program.

MARKETNG 350: Global Immersion in Marketing

Credits unavailable

In preparation for a global immersion experience in marketing, explore topics such as social innovation, globalization, cultural studies, religion, history, and technology in relation to the travel destination. Delve into personal and leadership qualities that facilitate a successful experience in a global setting. Travel requirements, such as a valid passport, may apply to the immersion experience component.

MARKETNG 355: Marketing in a Digital Age

3 credits

A foundational understanding of digital marketing channels and how successful marketing campaigns use the numerous online and mobile platforms. Fundamentals of digital marketing including internet marketing strategies, user-generated content, search engine optimization, website design and management, inbound marketing, email marketing, social media campaigns, mobile apps, content strategy and paid search advertising.

MARKETNG 365: Contemporary Topics

1–3 credits

A course for the exploration of subject areas possibly to be introduced into the business curriculum.

MARKETNG 375: Social Media Marketing

3 credits

Social Media (Facebook, Twitter, Instagram etc.) has changed the way brands communicate with their consumers and vice versa. In this digital age, marketers and entrepreneurs can create competitive advantage for their brand by mastering the science and art of social media strategy. The goal is to understand how brands can leverage social for competitive advantage, consumer listening and innovation. Provides a strong theoretical foundation coupled with practical experience of developing and managing social media strategies for brands.

MARKETNG 399: Reading and Research-marketing

1–6 credits

Individual work suited to the needs of undergraduate students may be arranged with a faculty member.

MARKETNG 410: Sports Marketing

3 credits

An overview of trends in sports marketing, the issues facing sport organizations, and the use of marketing techniques to solve problems. Includes a focus on the challenges faced by organizations that use sports properties to enhance their marketing efforts. Learn how to attract the customer in a competitive, fragmented and global market, and how sports marketers develop and apply strategies to meet their objectives.

MARKETNG 415: Marketing Communications

3 credits

Covers multiple approaches to marketing communications. Identifies unique opportunities for creatively solving problems. Develops skills to approach marketing solutions from creative ethical perspectives. Builds and refines marketing skills required to identify, articulate, and resolve marketing and policy problems. Leverages marketing communications to improve society and well-being.

MARKETNG 424: Sales Strategy and Management

3 credits

Emphasis on business and organizational selling and covers professional selling techniques, business development and relationship building, integrating sales and marketing, utilizing sales technology and analytics, as well as building and managing an effective sales force.

MARKETNG 425: Route to Market Strategies

3 credits

Explores the critical role of 'Place' within the marketing mix, focusing on how to effectively design, implement, and manage the marketing channels that make products and services available at the right place, time, and value proposition. Covers identifying customer needs, aligning them with the strengths of various market intermediaries, addressing conflicts associated with direct-to-consumer strategies, and understanding incentivization, power dynamics, and control. Delves into managing relationships, the role of brands, and the transition to an omnichannel environment.

MARKETNG 426: Strategic Retailing

Credits unavailable

Provides an overview of the different types of retailers and the channels they use, the retailing environment, the functions retailers perform, the decision-making processes of consumers with respect to retailers and their offerings, and various issues in retailing strategy, merchandise management and store management.

MARKETNG 430: Strategic Pricing

3 credits

Pricing is one of the most important but least understood of marketing decisions. Focus on key concepts and techniques for evaluating and formulating pricing strategies through analytical and experiential learning methods.

MARKETNG 437: New Product Innovation

Credits unavailable

Explore strategies and processes by which organizations effectively discover, develop, and launch impactful new products. Includes design thinking methods and the stage-gate approach to generate and evaluate new product ideas.

MARKETNG 442: Current Topics in Marketing Analytics & Insights

Credits unavailable

Exposure to emerging and current topics in the marketing insights and analytics industry through applied learning experiences including case studies, industry meetings, exercises, and/or workshops.

MARKETNG 445: Digital Marketing Analytics

Credits unavailable

Introduces business analytic techniques applied in the context of digital marketing. Includes approaches to design, run, evaluate, and improve online marketing tactics in order to meet specific business objectives such as customer acquisition. Covers digital analytics methods and execution of marketing tactics with data-driven techniques. Emphasizes the implementation of analytic skills on practical problems.

MARKETNG 450: Marketing Analytics

Credits unavailable

Impact of analytics on successful marketing decisions. Topics include marketing metrics, digital analytics, marketing response models, segmentation, product design, experimentation and big data. It is designed for students with some background in quantitative methods and an exposure to basic marketing research concepts. A combination of lectures, cases and hands-on model building focused on marketing analytics.

MARKETNG 460: Marketing Strategy

3 credits

A capstone in strategic marketing decision making, emphasizing analysis of the external environment. Focuses on the integration of prior learning, new frameworks, and application of marketing strategy from a "real world" perspective.

MARKETNG 700: Marketing Management

2–3 credits

Provides a framework for evaluating marketing problems and developing a marketing strategy. Customer, competitor, and collaborator factors are emphasized as foundations for marketing decision-making. Examines the key aspects of product, pricing, distribution, and promotion strategy.

MARKETNG 705: Consumer Behavior

2–3 credits

Consumer behavior is a broad field that studies how individuals, families and groups acquire, consume, and dispose of goods, services, ideas and experiences. Provides an integrated view of consumer behavior that draws on psychological, economic, anthropological and sociological perspectives to enhance understanding of consumer experiences.

MARKETNG 710: Marketing Research

2–3 credits

An overview of the marketing research process from a methodological perspective. Topics: Research design, data collection procedures, sampling and data analysis.

MARKETNG 715: Marketing Communications

2–3 credits

Covers multiple approaches to marketing communications. Identifies unique opportunities for creatively solving problems. Develops skills to approach marketing solutions from creative ethical perspectives. Builds and refines marketing skills required to identify, articulate, and resolve marketing and policy problems. Leverages marketing communications to improve society and well-being.

MARKETNG 725: Route to Market Strategies

2–3 credits

Explores the critical role of 'Place' within the marketing mix, focusing on how to effectively design, implement, and manage the marketing channels that make products and services available at the right place, time, and value proposition. Covers identifying customer needs, aligning them with the strengths of various market intermediaries, addressing conflicts associated with direct-to-consumer strategies, and understanding incentivization, power dynamics, and control. Delves into managing relationships, the role of brands, and the transition to an omnichannel environment.

MARKETNG 730: Strategic Pricing

Credits unavailable

Pricing is one of the most important but least understood of marketing decisions. Focus on key concepts and techniques for evaluating and formulating pricing strategies through analytical and experiential learning methods.

MARKETNG 735: Brand Strategy

Credits unavailable

Provides a comprehensive and up-to-date treatment of the subjects of brand, brand equity, and strategic brand management. Examines the concepts and techniques to improve the long-term performance of brand strategies.

MARKETNG 737: New Product Innovation

2–3 credits

Explores strategies and processes by which organizations effectively discover, develop, and launch impactful new products. Includes design thinking methods and the stage-gate approach to generate and evaluate new product ideas.

MARKETNG 740: Technology Product Marketing

2–3 credits

Introduction to marketing strategy for technology companies and products. Learn how traditional marketing tools can be adopted to help technology products succeed, and what new frameworks beyond the traditional 5C's and 4P's are needed for the marketing of technology products. Topics covered include technology development and adoption, managing disruptive technologies, economics of IT products, AI, and platform strategy.

MARKETNG 745: Digital Marketing Analytics

Credits unavailable

Introduces business analytic techniques applied in the context of digital marketing. Includes approaches to design, run, evaluate, and improve online marketing tactics in order to meet specific business objectives such as customer acquisition. Covers digital analytics methods and execution of marketing tactics with data-driven techniques. Emphasizes the implementation of analytic skills on practical problems.

MARKETNG 750: Brand Asset Management

Credits unavailable

Learn how brands add value for consumers and customers and how an understanding of this process can be used to create and leverage intangible brand assets for the organizations that own and control brands.

MARKETNG 755: Marketing in a Digital Age

2–3 credits

A foundational understanding of digital marketing channels and how successful marketing campaigns use the numerous online and mobile platforms. Fundamentals of digital marketing including internet marketing strategies, user-generated content, search engine optimization, website design and management, inbound marketing, email marketing, social media campaigns, mobile apps, content strategy and paid search advertising.

MARKETNG 760: Growth Marketing Strategies

Credits unavailable

Development and effective implementation of planned growth marketing strategies is a pre-requisite to enhancing business performance but is difficult to do. Explore the following topics utilizing an evidence-based approach: growth marketing strategy frameworks; resources and capability for marketing strategy formulation and execution; market orientation, customer orientation, and competitor orientation; key strategy decision points (market selection, value proposition, timing); common implementation problems; organizing for execution; and metrics and performance assessment.

MARKETNG 765: Contemporary Topics

1–4 credits

Exploration of advanced subject areas possibly to be introduced into the business curriculum.

MARKETNG 770: Marketing Consulting Practicum

Credits unavailable

Apply and synthesize acquired knowledge through an applied consulting project. Provides the opportunity to explore/apply concepts like identifying and understanding the business challenge; applying marketing research and analytics methods to discover consumer insight to help answer the business challenge; developing recommendations based on the discovered findings; and communicating findings and recommendation(s).

MARKETNG 775: Social Media Marketing

Credits unavailable

Social Media (Facebook, Twitter, Instagram etc.) has changed the way brands communicate with their consumers and vice versa. In this digital age, marketers and entrepreneurs can create competitive advantage for their brand by mastering the science and art of social media strategy. The goal is to understand how brands can leverage social for competitive advantage, consumer listening and innovation. Provides a strong theoretical foundation coupled with practical experience of developing and managing social media strategies for brands.

MARKETNG 779: Bayesian Machine Learning for Marketing

Credits unavailable

Learn to resolve common marketing tasks such as consumer choice prediction, market analysis, and product development by using Bayesian statistical learning methods. A broad range of methods are covered, from standard approaches such as hierarchical modeling to more advanced techniques, including Bayesian Optimization and Bayesian Deep Learning.

MARKETNG 799: Reading and Research-marketing

1–6 credits

Individual work suited to the needs of graduate students may be arranged both during regular sessions and the intersession periods.

MARKETNG 805: Qualitatively-based Marketing Insights

Credits unavailable

Understanding and application of in-depth qualitative market research methods, with an emphasis on the interpretation of qualitative data. Provides hands-on experience with different methodological techniques and immersion in a cultural perspective for systematically analyzing data from a marketing perspective.

MARKETNG 815: Marketing Analytics

Credits unavailable

Study of the impact of analytics on successful marketing decisions. A spectrum of topics include Marketing Metrics, Digital Analytics, Marketing Response Models, Segmentation, Product Design, Experimentation and Big Data. Applicable to careers in marketing analytics, product management and consulting.

MARKETNG 840: Current Topics in Marketing

1 credits

Expose to emerging and current topics in the industry of marketing through applied learning experiences - case studies, industry meetings, and exercises or workshops.

MARKETNG 842: Current Topics in Marketing Analytics & Insights

Credits unavailable

Exposure to emerging and current topics in the marketing insights and analytics industry through applied learning experiences including case studies, industry meetings, exercises, and/or workshops.

MARKETNG 971: Seminar-marketing Phd, Contemporary Topics in Marketing

1–3 credits

Analysis and discussion of contemporary issues in marketing.

MARKETNG 972: Seminar-marketing Phd, Research Methods in Marketing

Credits unavailable

Specialized subject matter of current interest to doctoral students.

MARKETNG 990: Marketing Independent Research Phd Thesis

1–12 credits

Individual work to complete dissertation requirement of Ph.D. program.

MARKETNG 999: Reading and Research-marketing Phd

1–6 credits

Individual work suited to the needs of Ph.D. students may be arranged both during regular sessions and during the intersession periods.

MARKETNG/OTM 421: Fundamentals of Supply Chain Management

3 credits

Supply chain management (SCM) is a dynamic, cross-functional discipline that encompasses the areas of strategy, product development/innovation, marketing, finance, sourcing, production, logistics, and technology in both product and service industries. Companies must effectively coordinate these functions not only within the firm, but with business partners and customers around the world. Learn about these core functions in a strategic context. SCM is a strategic component of any business or organization.

MARKETNG/OTM 422: Logistics Management

3 credits

Provides a management perspective on the fundamental activities, concepts, and current practices in logistics. Transportation management, order fulfillment, warehousing, global logistics, key performance indicators, outsourcing, and introduction to radio frequency identification and barcoding. Use of case studies and industry speakers.

MARKETNG/OTM 423: Procurement and Supply Management

3 credits

Procurement and supply management is the business function concerned with an organization's acquisition of required materials, services, and equipment. Explores the key aspects of modern supply management including the purchasing process, cost management, negotiation, sourcing strategies, supplier management, category management, acquisition methods for materials and services, and outsourcing.

MARKETNG/OTM 427: Information Technology in Supply Chains

Credits unavailable

Explores the concepts and practices of using information technology to effectively manage and operate supply chains of businesses and other organizations. Topics include supply chain processes, enterprise resource planning (ERP) system implementation, and supply chain simulations using SAP software.

MARKETNG/OTM 428: Supply Chain Capital Management

3 credits

Introduce the set of activities and solutions available to finance an organization's supply chain infrastructure. Define and study the related influencers. Investigate risks and mitigation techniques relative to associated metrics and strategies. Analyze multiple cases in group study work. Identify and recommend improvement opportunities.

MARKETNG/OTM 429: Global Experience: Supply Chain Management

Credits unavailable

Companies and organizations operate globally - sourcing, producing, and distributing to/from markets around the world. For business leaders in this environment, political, economic, historical, and cultural frameworks are critical to understand and navigate. Learn and explore these themes via classroom and applied experiences in global supply chain management.

MARKETNG/OTM 722: Logistics Management

2–3 credits

A foundation in transportation, order fulfillment, warehousing, materials planning including MRP, demand planning, import/export fundamentals, ERP systems, supply chain metrics, and leading supply chain technologies such as RFID.

MARKETNG/OTM 724: Strategic Global Sourcing

Credits unavailable

Supply management (procurement) is widely recognized as one of the most critical elements in global supply chain management. The function plays a major role in maximizing the value and the integration of supply chain operations. Explores the key aspects of modern supply management including functional responsibilities and exemplary practices for major industry sectors.

MARKETNG/OTM 726: Supply Chain Strategy

Credits unavailable

Focuses on strategic issues and current theory and practice in supply chain management. Effective design and management of supply chain resources is a key source of competitive advantage for organizations. Supply chain management is a cross-functional discipline that concentrates on the management of goods, services, and information among all links in the value chain.

MARKETNG/OTM 727: Information Technology in Supply Chains

Credits unavailable

Explores the concepts and practices of using information technology to effectively manage and operate supply chains of businesses and other organizations. Topics include supply chain processes, enterprise resource planning (ERP) system implementation, and supply chain simulations using SAP software.

MARKETNG/OTM 728: Supply Chain Capital Management

2–3 credits

Supply chain capital management refers to the set of activities and solutions available to finance an organization's supply chain infrastructure. As supply chains become more extended and complicated a need has developed to both manage and fund the supply network. Define and study the various influencers on the supply chain capital structure. Investigate risks, mitigation techniques, metrics and themes relating to the topic.

Marketing course catalog