From Seattle University's 2023-2024 Graduate Catalog.
All graduate courses are 3 credits, unless otherwise noted.

MKTG 5170 Marketing Strategy

Develops essential knowledge and skills for effectively planning, implementing, and controlling marketing activities of an organization. Focus is on the application of basic marketing concepts and principles as well as strategic decision making for achieving and sustaining competitive advantages in the marketplace. Students who have taken MBA 5170 cannot take this class. Formerly MBA 5170

Prerequisites: Basic Marketing or MBA 5215

MKTG 5300 Personal Selling

This course introduces the principles, concepts and techniques of personal selling, with an emphasis on embracing the 'marketing concept'. The emphasis of the course is on personal selling as an embodiment of the firm's marketing strategy. Multiple teaching and learning techniques are used -- lecture, discussion, considerable student work, both individual and small group work, case studies, and speakers.

Prerequisite: Basic Marketing or MBA 5215

MKTG 5305 Marketing Research

Purpose, methods, and techniques of marketing research and description of marketing information systems.

Prerequisite Course: ECON 5000 and (Basic Marketing or MBA 5215)

MKTG 5310 New Product Development

Fits the interests of those involved in bringing new products to market. It addresses the entire new product development process within the context of a strategic framework. Topics include new product development strategy, idea generation and evaluation, organization and design, time-to-market, design and development team management, forecasting for new products, market entry decisions, and marketing launch strategy.

Prerequisite: Basic Marketing or MBA 5215

MKTG 5315 Topics in International Marketing

Growing importance of international marketing, differences in economic, cultural, and political factors between countries, feasibility of using American techniques in performing marketing functions abroad.

Prerequisite: Basic Marketing or MBA 5215

MKTG 5320 Promotion Management

This course will involve budgeting issues, matters of strategy, marketing functions of personal selling, advertising, sales promotion and publicity, and their coordination into an effective promotional mix.

Prerequisite: Basic Marketing or MBA 5215

MKTG 5325 Sales Management

Explores management of the sales component of an organization's marketing program. Utilizes a managerial approach and emphasizes developing an understanding of basic marketing concepts, interrelationships among sales force management, and other areas of business, developing appropriate strategy for managing a sales force, and resolving often-conflicting strategic objectives.

Prerequisite: Basic Marketing or MBA 5215

MKTG 5330 Brand Management

Organized around the product and brand management decisions that must be made to build, measure, and manage brand equity. Focal objectives are 1) to increase understanding of the important issues in planning and evaluating brand strategies and 2) to provide the appropriate theories, models and research tools to make better branding decisions. Founded on basic marketing principles with particular emphasis on psychological principles in consumer behavior.

Prerequisite: Basic Marketing or MBA 5215

MKTG 5335 Marketing and Social Issues

A seminar in which all participants explore the variety of ways that marketing is involved with social issues. Student and faculty examine the roles of marketing in creating or exacerbating social problems as well as its role in relieving them. Topics include materialism, energy and the environment, consumer privacy, sustainable business, controversial products (tobacco, alcohol, guns, etc), and specific issues related to product, price, promotion, and distribution. Classroom activities consist of discussion, case analyses, and guest speaker presentations. Students engage in quarter-long individual socially conscious consumer behavior change projects.

Prerequisite: Basic Marketing or MBA 5215

MKTG 5340 New Venture Marketing

The special marketing challenges faced by start-up firms require focus, planning, and creativity in place of the money, experience, and people that are the strengths of established companies. The course assumes that a venture has identified an idea or a business; it will not specifically address idea generation and evaluation. The course will deal with marketing research, however, for marketing planning and growth. Includes segmentation and positioning, competitive strategy, the 4 Ps (product, pricing, distribution and promotion with special emphasis on Internet and direct marketing), and marketing planning.

Prerequisite: Basic Marketing or MBA 5215

MKTG 5345 Social Media Marketing

This course provides a practical introduction to the field of Marketing 2.0–word of mouth, social media, and mobile device marketing and an analysis and review of strategic frameworks that consider the roles of word of mouth and social media marketing with an integrated communications program. Recent developments in blogging, consumer-generated-content, viral messaging, and such social media tools as YouTube, Twitter, LinkedIn, and Facebook have fundamentally changed the relationship between marketers and consumers. Students will learn how to use these tools to operationalize marketing principles. The course includes hands-on-projects to develop a word of mouth campaign and live blogging experience.

Prerequisite: Basic Marketing or MBA 5215

MKTG 5350 Creativity and Innovation

This course introduces practices necessary to stimulate ideas and the frameworks and tools required to manage innovation. It is grounded in creative problem-solving models that promote imagination, practical thought and action, and it addresses the innovation processes that transform ideas into goods and services.

MKTG 5355 Marketing Analytics

In this course, you will be trained with tools and techniques to analyze large databases. Specifically, you will develop skills to employ various software toolkits to instill analytical intuitions and critical thinking skills that enable you to comprehend contemporary marketing issues.

MKTG 5910 - Special Topics

See administrative office for prerequisites and course descriptions.

MKTG 5940 International Study Tour: Marketing

The study of international marketing in the context of a foreign country. Course will include travel to the country to observe activities and conditions and to meet with representatives of businesses and other institutions. Location of tour can vary. Check with the department for details.

Prerequisite: MBA 5080, or MBA 5210 and 5220, or other evidence

MKTG 5950 Internships

For more about internships, visit the Albers Career Center

MKTG 5960 Independent Study

Independent study. Individualized reading and reporting on a specific topic approved by an instructor. The program of study and conference times must total 30 hours of study and contact hours for every one-credit taken. Grading option negotiated with instructor for CR/F or letter grade (student option). (1 - 3 credits)

MKTG 5990 Research Paper