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Business/Marketing (MARK)

Office of the Deputy Dean (202) 687-4752
McDonough School of Business website

FIRST SESSION (June 2-July 3)

Principles of Marketing
Ostapenko
MARK-220-10
MTWR 8:00-10:00 a.m.
3 cr.

Prereq: Must have at least Sophomore standing.  This is a first course on tools and approaches for making marketing decisions.  Marketing is viewed as a broad technology for influencing behavior, beyond functions like selling and advertising.  Topics covered include consumer behavior, marketing research, and marketing planning, with emphasis on marketing mix decisions: product strategy, communications, pricing, and distribution.

Brand Management
Ostapenko
MARK-240-10
MTWR 10:30 a.m.-12:30 p.m.
3 cr. MSB Students Only

MARK-240-11
MTWR 10:30 a.m.-12:30 p.m.
3 cr. $25 fee; non-MSB Students Only

Prereq: Must have at least Sophomore standing.  The course examines the broad topic of brand equity and brand management. Its focus will be to explore and understand the importance of brands, what brands mean to consumers, and how they should be managed to the greatest benefit of the concern.  For many companies, their most valuable asset is the brand name associated with their products or services.  Yet too often, insufficient attention is paid to this subject.  Too often marketing decisions regarding product policy, pricing, advertising, or distribution are made without taking into account their impact on brand equity or, conversely, optimally leveraging it.  In this course, we will examine marketing strategy from a branding perspective, including the key issues involved in building strong brands and maximizing the value of existing, as well as new, brands.  The basic objectives are as follows: (a) to understand the key issues in planning and evaluating brand strategies, (b) to describe appropriate theories, models, and other tools to make better branding decisions, and (c) to use a variety of methods to develop effective applications of these principles.

SECOND SESSION (July 7-August 8)

Principles of Marketing
Mazvancheryl
MARK-220-20
MTWR 1:30-3:30 p.m.
3 cr.

Prereq: Must have at least Sophomore standing.  This is a first course on tools and approaches for making marketing decisions.  Marketing is viewed as a broad technology for influencing behavior, beyond functions like selling and advertising.  Topics covered include consumer behavior, marketing research, and marketing planning, with emphasis on marketing mix decisions: product strategy, communications, pricing, and distribution.

Marketing Research
Vermillion
MARK-221-20
MTWR 6:00-8:00 p.m.
3 cr. MSB Students Only

MARK-221-21
MTWR 6:00-8:00 p.m.
3 cr.; $25 fee; non-MSB Students Only

Prereq: MARK-220.  The theory and application of marketing research as a tool for the decision-making process.  Special emphasis is on problem definition, research design, sampling procedure, data collection, statistical analysis, interpretation of data and reporting of research findings. 

Brand Management
Ostapenko
MGMT-240-20
MTWR 8:00-10:00 a.m.
3 cr. MSB Students Only

MGMT-240-21
MTWR 8:00-10:00 a.m.
3 cr. $25 fee; non-MSB Students Only

Prereq: Must have at least Sophomore standing.  The course examines the broad topic of brand equity and brand management. Its focus will be to explore and understand the importance of brands, what brands mean to consumers, and how they should be managed to the greatest benefit of the concern.  For many companies, their most valuable asset is the brand name associated with their products or services.  Yet too often, insufficient attention is paid to this subject.  Too often marketing decisions regarding product policy, pricing, advertising, or distribution are made without taking into account their impact on brand equity or, conversely, optimally leveraging it.  In this course, we will examine marketing strategy from a branding perspective, including the key issues involved in building strong brands and maximizing the value of existing, as well as new, brands.  The basic objectives are as follows: (a) to understand the key issues in planning and evaluating brand strategies, (b) to describe appropriate theories, models, and other tools to make better branding decisions, and (c) to use a variety of methods to develop effective applications of these principles.

Marketing Strategy
Ostapenko
MARK-250-20
MTWR 10:30 a.m.-12:30 p.m.
3 cr. MSB Students Only

MARK-250-21
MTWR 10:30 a.m.-12:30 p.m.
3 cr.; $25 fee; non-MSB Students Only

Prereq: Must have at least Sophomore standing.  The course will focus on the ability to develop, implement, and critically evaluate marketing strategy for a product or service.  It will provide the conceptual framework and hone the analytical and creative skills that are necessary to define and develop superior value, persuasively communicate that value, profitably deliver it to a carefully selected target market, and sustain both the value and profitability in the face of ever-changing customer needs and competitive offerings.  The course provides a general overview of the marketing strategy theory, practice, and applications for students with some prior academic or work experience in marketing.  It covers various strategic marketing aspects: (a) elements and principles of strategic marketing philosophy and practices; (b) managerial instruments and techniques of branding strategy development; (c) requirements of an acceptable brand audit analysis, and (d) issues involved in various strategic brand management decisions.

International Business
O'Connor
MARK-261-20
MTWR 6:00-8:00 p.m.
3 cr.

This is a first course in the theory and practice of international business.  After building a foundation of international trade, foreign direct investment, exchange rates, and government policy, the course emphasis is on the application of concepts to the solution of international business problems.  It focuses on areas such as international market entry, the internationalization of the marketing, finance and management functions within the firm, and the development of global business strategies.

Courses Offered Abroad:

For program information, see Hong Kong, China.