As recent advances in technology have affected nearly every facet of marketing, digitization has revolutionized marketing strategy. Big data, social media networks and new monitoring tools to measure customer journeys are revolutionizing the way consumers and brands engage in online conversations. This course is designed to introduce new theoretical frameworks emerging from digital marketing, covering in detail topics such as search marketing, customer experience analytics, social media marketing, and recommendation systems.

A deep understanding of the customer is essential to developing innovative products, services, and marketing strategies. To achieve these goals, increasing numbers of firms use qualitative research methods to study customer and user experiences. These methods can uncover in-depth insights about customers' lives and behavior, which are often not accessible through quantitative analyses of big data or conventional marketing metrics. This course introduces students to a set of concepts and research methods for generating, communicating, and leveraging customer insights.

The most important asset of a company is its brand, which can be utilized to create a long-term competitive advantage in the market. Brand management requires the management of all marketing mix elements in a strategic and integrated manner. This course will focus on providing students with the knowledge of fundamental principles of brand management as well as teaching how to define, develop and apply strategies to manage a brand successfully.

Introduces primary and secondary data collection and analysis as a means to assess consumer behavior and develop effective marketing strategies; incorporates the use of technology in data collection and analysis. Prerequisites: MARKETNG 301; STATISTC 140 or 141 or RES-ECON 211 or 212.

Introduces primary and secondary data collection and analysis as a means to assess consumer behavior and develop effective marketing strategies; incorporates the use of technology in data collection and analysis. Prerequisites: MARKETNG 301; STATISTC 140 or 141 or RES-ECON 211 or 212.

In this course, students are provided with the unique opportunity to apply their business and marketing knowledge to "real life" business situations. Students act as marketing consultants, by working directly with a professional business advisor to analyze the current marketing strategy of a small business in Western Massachusetts. By working in teams and conducting their own market research, students will develop an updated marketing plan for the business.

The cultural, economic, social, legal, political, or organizational forces that influence multinational marketing operations. Prerequisite: MARKETNG 300 or 301.

Individual study of a selected problem for qualified students; by arrangement with members of the department. Available only to marketing majors meeting departmental requirements.

Individual study of a selected problem for qualified students; by arrangement with members of the department. Available only to marketing majors meeting departmental requirements.