PROGRAM CURRICULUM
There is a total of 10 courses within the program, 7 of these courses are core courses that must be completed successfully. The remaining 3 courses are listed as elective courses and must be taken during the second and third semesters.
CORE COURSES
PMY 507 Marketing Management
This course takes an analytical approach to the study of marketing problems of business firms and other types of organizations. Attention focuses on the influence of the marketplace and the marketing environment on marketing decision making; the determination of the organization's products, prices, channels and communication strategies; and the organization's system for planning and controlling its marketing effort.
PMY 502 Marketing Research
Students develop an understanding of the theories and techniques of planning, conducting, analyzing and presenting market studies. The fundamental concepts and stages of marketing research provided within an overall structural framework, including: how to integrate stages, carry out research in a scientific manner, survey research and questionnaire design, scientific marketing research design and planning; data collection; basic statistical tools for analysis; and report writing and communication of research results. Students will learn to read and analyze research reports, apply research skills.
PMY 504 Strategic Brand Management
This course explores such questions with the goal of identifying the ingredients for building an inspired brand, where brand is defined as "a reputation" – departing from traditional perspectives of brand. The course is created for students interested in building their own brands and/or immersing themselves in the enhancement of an existing brand. Broadly, the course will be divided into four parts: 1) Understanding Brand, 2) Crafting Brand, 3) Measuring Brand, and 4) Managing Brand. The course will provide students with an appreciation of the role of branding and (taking a consumer-centric approach) will augment students' ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands.
PMY 509 New Product Development
This course provides a total immersion in the new product development process – from sourcing ideas and innovation, through new product sales forecasting. The focus is on collective learning, what works, what doesn't, and why. While the primary focus is the new product development process within a corporate structure, some coverage is given to key issues surrounding start-ups.
PMY 501 Introduction to Business
This is an introductory course, which is designed to engage the student with the key concepts, models, debates and problems in the study of business. Developing this foundation will be beneficial for the subsequent study of specialized subjects. This introductory course is also a chance to develop student’s academic skills, in particular the critical approach to the ideas they are presented with. The subject of business offers an ideal opportunity to develop this academic approach, as a wide variety of groups, individuals and organizations offer diverse opinions and theories regarding the workings of business and successful management.
PMY 505 Introduction to Management
This course introduces students to the roles and functions of managers. The content includes an introduction to organizations and the need for and nature of management. It examines the evolution of management theory, organizational environments, and corporate social responsibility and ethics. The course also includes a detailed investigation of the four functions of management: planning and decision making, organizing, leading and motivating, and controlling.
PMY 503 Microeconomics
Among the topics this core course addresses are economic analysis and optimal decisions, consumer choice and the demand for products, production functions and cost curves, market structures and strategic interactions, and pricing and non-price concepts. Cases and problems are used to understand economic tools and their potential for solving real-world problems.
PMY 592 Project
ELECTIVE COURSES
The student needs to take 3 elective courses to complete the program. The courses can be selected from the list below.
PMY 506 Consumer Behavior
Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, customer satisfaction). The goal is to provide the student with a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions.
PMY 508 Advertising and Marketing Communications
The purpose of this course is to provide students with an opportunity to learn and apply the major frameworks, theories, current research findings, principles and practices of effective advertising management as part of an Integrated Marketing Communications (IMC) program. By the end of this course, students should not only be familiar with a large body of advertising knowledge, but should also be able to apply this information to create and evaluate effective advertising strategies and tactics.
PMY 510 Global Marketing Strategy
Global marketing is an extremely demanding discipline but, from a career standpoint, one which is both challenging and rewarding. Inherent to the success of any global marketing professional, yet many times overlooked and/or underappreciated, is the critical nature of human understanding and relationships in business planning and execution. This course assumes an understanding of marketing principles and some exposure to and appreciation of the global environment. The objective of the course is to provide an understanding of how the global environment (particularly cultural diversity) affects the application of marketing principles and business practice on a global basis and the competencies necessary to be a successful global manager.
PMY 512 Distribution Management
This course presents concepts and analytical tools necessary to manage distribution channels. Channels will be viewed as both as value delivery systems and as inter-organizational systems. The course is organized around three themes: designing a go-to-market approach and channel structure, coordinating the channel participants, and changing channels. Specific topics include going direct vs. indirect, incorporating the Internet into hybrid systems, e-commerce and value migration, franchising, channel conflict, legal issues regarding channel policies, category management and efficient consumer response initiatives.
PMY 513 Pricing Strategies
The course provides a systematic presentation of the factors to be considered when setting price, and shows how pricing alternatives are developed. Analytical methods are developed and new approaches are explored for solving pricing decisions.