Marketing & Entrepreneurship Courses for the Fall 2014 Semester

Looking for elective courses to take in the fall 2014 semester? Below is a preview of some marketing and entrepreneurship courses that are offered this coming fall.  If you have any questions about these courses and/or the registration process please contact the Liautaud programs office at 312-996-4573 or email Dawn Birkland or James Brown.

MKTG 594: Marketing Analytics (CRN: 28091) Wednesday:  6:00pm – 8:30 pm, Instructor: Alan Malter

Why study Marketing Analytics?

As an executive or manager, you must be an effective decision-maker.  Marketing decision-making involves putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans.  Marketers are seeing increasingly faster changes in the marketplace and are presented with an ever-increasing amount of information.  Marketing is now more than ever becoming a mixture of science and art.

In MKTG 594: Marketing Analytics, students will learn concepts and work hands-on with data and software tools for making decisions regarding segmentation and targeting, positioning, forecasting, new product and service design, and the elements of the marketing mix.

Through the course, students will emulate what organizations go through each day.  You will learn to take advantage of the massive amounts of data available in most organizations, using that data to make better-informed decisions and to create compelling evidence to persuade other executives and managers to support those decisions.

If you are looking for a career in marketing or are currently working in the field, the skills learned from this course are essential to your growth as a marketing professional.

Click here to access an article that covers the growing need for professionals with analytical skills.

ENTR 502: Entrepreneurship (CRN: 23350) Tuesday:  6:00pm – 8:30pm, Instructor: Maija Renko

Whether you are interested in becoming an entrepreneur or not, the skills learned in ENTR 502 can guide you throughout your career.

Many entrepreneurs spend years developing skills and experience as traditional employees working for others before venturing out on their own.  The mindset and skills that can make you a successful entrepreneur are the same ones that can make you a successful executive.

In ENTR 502: Entrepreneurship you will cover the following:
•    Explore the process of entrepreneurship with particular attention to the pre-startup and early stages of business creation.
•    Learn how to recognize, define, test, and exploit business opportunities.
•    Explore what it means to develop an “Entrepreneurial Mindset”.
•    Determine the feasibility of a business concept through industry, market trends, economic, breakeven, and risk analyses.

What is an entrepreneurship course without learning from real entrepreneurs? Throughout the semester presentations will be given by local Chicago entrepreneurs.  This will give you a glimpse of what it is like to be an entrepreneur.

MKTG 565: Marketing Communications and Promotional Strategy (CRN: 37167) Monday:  6:00pm – 8:30pm, Instructor: Elina Tang

The course provides a detailed exploration of the Integrated Marketing Communications (IMC) process.

•    Advertising (Ad design & Management)
•    Sales promotion
•    Public relations
•    Personal selling
•    Direct marketing
•    Digital/Interactive media

The course will be case-based and will take you through the above steps to determine if a campaign is meeting its designated goals.  The course will also cover literal communications within an ad, dealing with encoding and decoding messages and the proper channels through which messages should be delivered.

MKTG 574: Product Planning (CRN: 29842) Thursdays: 6:00pm – 8:30pm, Instructor: Anna Cui

Do you have an interest in creating and managing products? Product Planning may be of interest to you.

This course focuses on the development and management of new products from a marketing perspective.  It is designed to help you understand the important issues involved in the process of new product development and learn tools and techniques that facilitate decision-making in new product management.

You will study the needs and wants of consumers and through research, you will learn to understand the opportunity for a product.

Below are the learning objectives that you will gain through the completion of this course:
•    A thorough understanding of issues related to the product planning and development process.
•    Importance of marketing in new product management.
•    Apply strategic thinking to analyze new product management issues.

MKTG 571: International Business Operations (CRN: 26301) Wednesday: 6:00pm – 8:30pm, Instructor: Cheryl Nakata

Business from a global perspective.

The course presents a broad overview of the issues and the environment confronting managers and firms operating in the global economy.  The themes covered will include the policies and problems firms operating across international frontiers face and the social questions they generate.

Below are some goals for students in this course:
•    Understand fundamental issues and approaches to international business.
•    Learn how to analyze business situations, and develop and implement effective plans and solutions.
•    Appreciate the impact of cultural values and orientations on global business.