Boston University: Marketing

Para inscribirse en unas Summer Sessions en Boston University, debes seleccionar 1 o 2 cursos de Summer Sessions. A continuación puedes ver todos los cursos del área Marketing; contenido y horario.

Recomendamos:
1.- Ver en que sesión (fechas y duración) se imparte cada uno de los cursos de esta área.
2.- Cuando sepas los cursos que más te interesan comprueba el horario para que no se solapen entre ellos.

DURACIÓN       FECHAS                                  SESSION
6 semanas        Mayo 22 – Junio 29                  Session 1
6 semanas        Julio 2 – Agosto 10                  Session 2

REQUISITOS:  Nivel de inglés avanzado

Cursos de Marketing: 

Precios
CURSO Y ALOJAMIENTO		DURACIÓN		FECHAS		PRECIO
Summer Session		6 semanas.		Jul 2 - Ago 10 // May 22 - Jun 29		Desde 4.865,00 €

MARKETING

Principles of Marketing

Organization and operation of marketing functions within individual firms. A look at methods of product determination, channels of distribution, and advertising and sales promotion. Administration of total marketing program. Readings, class discussions, lectures, and case analyses. 4 cr.

Summer 1 (May 25-June 29):

Mon./Wed. 6-9:30 pm
Staff
 

Electronic Commerce and Web Design I

The first course in a two course sequence. This course combines (1) the practical aspect of web design through the use of application software such as Dreamweaver to construct a commercial website with (2) a general overview of the marketing, supporting services, systems, security, and business strategy issues facing commercial enterprises. 4 cr.

Summer 2 (July 6-August 10):

Mon./Wed. 6-9:30 pm
Staff
 

Introduction to Marketing

How is it that some products succeed and some fail? In many instances, the difference is in their marketing strategy. This class examines key areas of marketing including product development, advertising, promotions, pricing, and retailer decisions. Uses a combination of in-class exercises, real world examples, cases, lecture, and discussion. This course is intended for non-business majors. It may not be taken by SMG students for credit, nor can it be used by Boston University students toward the Business Administration minor. Non-SMG students may register for this course directly via the Student Link. 4 cr.

Summer 1 (May 24-June 30):

Tues./Thurs. 12:30-4 pm
Deborah Utter

Advanced Marketing Strategy

Prereq: (SMG MK 323). Provides the insight and skills necessary to formulate and implement sound marketing strategies. The process of strategy formulation is divided into three stages: strategic analysis, strategic decision making, and implementation of strategies. Specific topics include strategic planning, customer decision making, life cycle, segmentation, product positioning, market response, competitive behavior, new product development, product line management, and the marketing plan. Includes both lecture and case analysis. 4 cr.

Summer 1 (May 25-June 29):

Mon./Wed. 5:30-9 pm
Jonathan Hibbard

E-Commerce Marketing

Prereq: (SMG MK 323). This course is an in-depth look at e-commerce from a marketing perspective. Topics include an investigation of current e-business models, website analysis, customer acquisition and retention strategies, and consumer behavior on the Internet. Students explore e-commerce marketing through lectures, class discussion, guest speakers, text readings, cases, and interactive exercises. 4 cr.

Summer 1 (May 24-June 30):

Tues./Thurs. 8:30 am-12 noon
Deborah Utter

Marketing Management

Prereq: AC710/711 taken before or concurrently. This course builds an in-depth understanding of basic marketing concepts and applies those concepts to a variety of management situations, including non-profit and public sector settings. The course provides working knowledge of the tools of marketing (product policy, pricing, distribution, promotion, consumer behavior), and the ways in which these tools can be usefully employed. The course builds practical skills in analyzing marketing problems and opportunities, and in developing marketing programs. 4 cr.

Summer 2 (July 14-August 30):

Tues./Thurs. 6-9 pm
Frederic Brunel

Branding

Prereq: MK723/724. This is a course about branding, and the ways that brands acquire and sustain value in the marketplace. The course is embedded in sociological, anthropological, and psychological theories of consumer behavior and culture, and relies on these disciplines for insight into effective strategic management of the brand. The cases, readings, in-class discussions, and assignments are designed to provide you with: an understanding of brands as co-creations of consumers, marketers, and cultures, and brand management as a collaborative process of meaning management; a sound foundation in consumer-brand behavior; and a capacity to think creatively and with increased precision about the strategies and tactics involved in building, leveraging, defending, and sustaining strong brands. Select topics we will cover include brand (re)positioning, brand design, brand community, product placements and grassroots marketing, internal branding, brand relationships, brand architecture, brand leverage and extensions, brand metrics, and brand stewardship. A group brand planning project weaves content throughout the course; individual write-ups allow you to explore select branding topics in more detail. Several guest speakers from the branding services, consulting, and practice sides will provide their insights throughout the course. 3 cr.

Summer 1 (May 24-July 7):

Tues./Thurs. 6-9 pm
John Teopaco

Internet Marketing

Grad Prereq: (GSM MK 723 or GSM MK 724). This course will explore the influence of the Internet, The World Wide Web and the digital world on marketing. The important topics to be covered in the course include: Business to Consumer, Business to Business, Business Models, Agents, Trust, Advocacy, Customization, Technology, Branding, Privacy, The Shopping Experience, Bricks-and-Mortar and Web Coordination, and Venture Capital. Given the fast pace of e-commerce, this list is subject to change. Course activities will include readings (e.g., textbook, cases, articles), class discussions, guest speakers, engaging the World Wide Web, And team projects. 3 cr.

Summer 1 (May 23-July 13):

Mon./Wed. 6-9 pm
Duane LeFevre

Customer Relationship Management

Grad Prereq: MK723/MK724. The course is designed to give students a working knowledge of the concepts and practices of Customer Relationship Management (CRM). The course will emphasize management of the customer experience and how to modify customer behavior using CRM. Key CRM components will be explored, including: database marketing, campaign management, marketing channels - including social media, marketing technology, marketing planning and measurement, and pricing. Instruction will be a combination of lectures, class discussion, cases, group activities, and guest lecturers. 3 cr.

Summer 1 (May 24-July 7):

Tues./Thurs. 6-9 pm
Steven Roth

Pricing Strategy and Tactics

Grad Prereq: (GSM MK 723 or GSM MK 724). This course focuses on the practical needs of the marketing manager making pricing decisions. Students learn the techniques of strategic analysis necessary to price more profitably by evaluating the price sensitivity of buyers, determining relevant costs, anticipating and influencing competitors' pricing and formulating an appropriate pricing strategy. 3 cr.

Summer 2 (July 14-August 30):

Tues./Thurs. 6-9 pm
Richard Harmer
 

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