CATALOG - University of Maryland University College

MGMT 650 Research Methods for Managers (3)(Formerly ADMN 638.) Prerequisite: Knowledge of the fundamentalsof statistical research, including data collection techniques,presentation of data in tables and charts, basic descriptive statistics,basic probability distributions, normal distribution and samplingdistributions, estimation, and hypothesis testing. A presentation oftechniques and methodologies related to the evaluation and utilizationof organizational research and evaluation studies in makingbusiness decisions. Focus is on the analysis and interpretation ofresearch-based materials developed by other individuals in assessingthe performance of individuals, work groups, and organizations.Topics include principles of good research design, measurement,appropriate sample size, research instruments, procedures for collectingand analyzing data, and the evaluation and use of existingresearch-based materials in solving business problems. Variousapproaches to data collection (including the Internet) and usagethat best serve the practical needs of the manager are provided.MGMT 670 Strategic Management Capstone (3)(Formerly ADMN 651.) Prerequisite: Completion of 24 credits ofprogram coursework, including all core courses. A capstone investigationof how strategy interacts with and guides an organizationwithin its internal and external environments. Focus is on corporateandbusiness unit–level strategy, strategy development, strategy implementation,and the overall strategic management process. Topicsinclude organizational mission, vision, goal setting, environmentalassessment, and strategic decision making. Techniques such as industryanalysis, competitive analysis, and portfolio analysis are presented.Discussion covers strategic implementation as it relates toorganizational structure, policy, leadership, and evaluation issues.The ability to “think strategically” and to weigh things from the perspectiveof the total enterprise operating in an increasingly globalmarket environment is emphasized. Case analyses and text materialare used to integrate knowledge and skills gained through previousstudy. Problems and issues of strategy formulation are investigatedthrough participation in the Business Strategy Game simulation.MRKT (Marketing)MRKT 600 Marketing Management (3)(Formerly ADMN 686.) A study of the theory and practices relatedto the management of the marketing function as applied by managersand administrators in organizations. Analyses of case studiesare used to demonstrate the necessity of incorporating marketingwith other business functions. Emphasis is on the planning andimplementation activities required to attain the organization’s marketinggoals. Topics include the product/service mix, pricing, marketingcommunications such as advertising and sales promotion,and channels of distribution. Control techniques for the overallmarketing mix are also introduced.MRKT 601 Legal and Ethical Issues inGlobal Communications (3)(Formerly PRPA 604.) A survey of the ethical and legal constraintsplaced on marketing and public relations practitioners. Topicsinclude ethical models, First Amendment issues, libel, privacy, andconfidentiality. The integration of public relations with advertisingand marketing efforts is discussed, with emphasis on the ethical andlegal issues inherent in this integration.MRKT 602 Consumer Behavior (3)A study of the cognitive and behavioral bases underlying consumers’buying preferences and decision processes, intended formanagers and administrators who have to evaluate the efficacy ofthe firm’s marketing plan. Emphasis is on the role of the communicationsstrategy (for example advertising, promotion, public relations)in achieving the overall marketing objectives.MRKT 603 Brand Management (3)(Formerly ADMN 685.) A presentation of the concepts and techniquesfor creating and selecting marketing strategies for an organizationalunit that survives on its ability to provide products andservices to other organizations. Discussion covers trends toward a“marketing culture” in both public and private institutions and theimplications that this change has for all managers and administrators.Emphasis is on the role of brand equity in achieving a sustainablecompetitive advantage.MRKT 604 Marketing Intelligence and Research Systems (3)(Formerly ADMN 688.) Prerequisite: MGMT 650. A study ofmarketing research methods and techniques useful to managersand administrators with responsibility for assessing or increasingthe demand for their organization’s product, programs, and services.Methodologies and issues related to the design and completion ofmarketing research projects (including the survey, observational, andexperimental methods used in assessing and segmenting markets)are presented. Discussion covers data analysis that is especially usefulfor marketing research (that is, focus groups, customer visits, conjointanalysis, and multidimensional scaling).MRKT 605 International Marketing Management (3)(Formerly IMAN 640.) An overview of the fundamentals of marketingand marketing management, presented in the context of competitiveglobal environments and diverse national economies. Topicsinclude demand analysis, product development, product pricing,marketing organization, foreign representation and distribution systems,promotion, advertising, and sales and service. Review alsocovers regulatory issues as they relate to international marketing.www.umuc.edu/grad 97