Marketing (MKTG) 1

MARKETING (MKTG)
300 Level Courses profitable relationships. A third attempt will require academic advisor
approval.Offered by Marketing. Limited to two attempts.
MKTG 303: Principles of Marketing. 3 credits.
Examines marketing principles and practices for analyzing, creating, Recommended Prerequisite: MKTG 303 or MBUS 303
delivering, capturing, and communicating value to customers. Focuses Registration Restrictions:
on managing customer relationships using market-driven strategies, Students with a class of Freshman may not enroll.
particularly segmentation, targeting, and positioning. The role of
customer satisfaction in achieving organizational objectives and ethical Non-Degree level students may not enroll.
decision making in a global economy are also emphasized. Notes:
Students cannot receive credit for both MKTG 301 and MKTG 303. Students with the terminated from BU major attribute may not enroll.
Costello College of Business students will not be permitted to make
Schedule Type: Lecture
more than three attempts to achieve a C or higher in MKTG 303.
The third attempt requires Costello College of Business academic Grading:
advisor approval. Those who do not successfully complete this course This course is graded on the Undergraduate Regular scale. (http://
within three attempts will be terminated from their concentration and catalog.gmu.edu/policies/academic/grading/)
will not be eligible to receive a degree from the Costello College of
Business. For more information about this, see the "Termination from the MKTG 311: Sales Management. 3 credits.
Concentration" section under Academic Policies.Offered by Marketing. Familiarizes students with marketing-sales interfaces including sales
Limited to two attempts. force role and capabilities, personal selling strategies, organizational
Registration Restrictions: relationships, and responsibilities of sales managers including training,
Students with a class of Freshman may not enroll. motivating, and evaluating sales force. A third attempt will require
academic advisor approval.Offered by Marketing. Limited to two
Non-Degree level students may not enroll. attempts.
Registration Restrictions:
Students with the terminated from BU major attribute may not enroll. C C
Required Prerequisites: (MKTG 301 or L301) or MKTG 303 , L303 or
XS
Schedule Type: Lecture 303 .
C
Requires minimum grade of C.
XS
Grading: Requires minimum grade of XS.
This course is graded on the Undergraduate Regular scale. (http://
catalog.gmu.edu/policies/academic/grading/) Students with a class of Freshman may not enroll.

MKTG 307: Federal Government Marketing. 3 credits. Non-Degree level students may not enroll.
This course explores the government procurement process and
Students with the Ineligible to take MKTG crses or terminated from BU
contracting from the perspective of marketers and contractors
major attributes may not enroll.
engaged in the federal community. Students will review and analyze the
procurement practices of major government contractors and seek to Schedule Type: Lecture
understand the challenges associated with conducting business with the
United States government. A third attempt will require academic advisor Grading:
approval.Offered by Marketing. Limited to two attempts. This course is graded on the Undergraduate Regular scale. (http://
Registration Restrictions: catalog.gmu.edu/policies/academic/grading/)
C XS
Required Prerequisites: MKTG 303 , L303 or 303 .
C
Requires minimum grade of C. MKTG 312: Consumer Behavior. 3 credits.
XS
Requires minimum grade of XS. Marketing strategy implications of internal and external influences on
consumer decision making, purchase, and consumption behaviors.
Students with the Ineligible to take MKTG crses or terminated from BU Emphasizes demographics, lifestyle, situation, perception, learning, and
major attributes may not enroll. attitude formation and change, focusing on customer segmentation,
satisfaction and loyalty. A third attempt will require academic advisor
Schedule Type: Lecture approval.Offered by Marketing. Limited to two attempts.
Registration Restrictions:
Grading: C C
Required Prerequisites: (MKTG 301 or L301) or MKTG 303 , L303 or
This course is graded on the Undergraduate Regular scale. (http:// XS
303 .
catalog.gmu.edu/policies/academic/grading/) C
Requires minimum grade of C.
XS
MKTG 310: Consultative Selling. 3 credits. Requires minimum grade of XS.
The course is designed to help professionals learn consultative selling
Students with a class of Freshman may not enroll.
techniques to apply in their various professions and industries when
working with clients and customers. The skills developed help sales Non-Degree level students may not enroll.
associates solve client and customer problems. The goal is to enable
professionals with customer- facing responsibilities to effectively build Students with the Ineligible to take MKTG crses or terminated from BU
the skills and trust necessary with customers that result in long term and major attributes may not enroll.
2 Marketing (MKTG)

Schedule Type: Lecture available to marketers, learning how to build social media marketing
strategies, and practicing how to track their effectiveness. A third attempt
Grading: will require academic advisor approval.Offered by Marketing. Limited to
This course is graded on the Undergraduate Regular scale. (http:// two attempts.
catalog.gmu.edu/policies/academic/grading/) Registration Restrictions:
C XS
Required Prerequisites: MKTG 303 , L303 or 303 .
MKTG 313: Advertising and Marketing Communications. 3 credits. C
Requires minimum grade of C.
Examines development of integrated communications programs, XS
Requires minimum grade of XS.
including advertising, sales promotion, public relations, direct marketing,
and other communication tools. Focuses on setting communications Students with a class of Freshman may not enroll.
objectives and budgets, media planning, creative strategy, execution,
and evaluation. Provides skills for analyzing the strengths, weaknesses Non-Degree level students may not enroll.
and synergies of marketing communication tools. A third attempt will
require academic advisor approval.Offered by Marketing. Limited to two Students with the Ineligible to take MKTG crses or terminated from BU
attempts. major attributes may not enroll.
Registration Restrictions:
C C Schedule Type: Lecture
Required Prerequisites: (MKTG 301 or L301) or MKTG 303 , L303 or
XS
303 . Grading:
C
Requires minimum grade of C. This course is graded on the Undergraduate Regular scale. (http://
XS
Requires minimum grade of XS. catalog.gmu.edu/policies/academic/grading/)

Students with a class of Freshman may not enroll. MKTG 332: Retailing and E-Commerce Management. 3 credits.
Examination of retailing as a specialized economic and social institution
Non-Degree level students may not enroll.
within the distribution process and as it relates to overall marketing
Students with the Ineligible to take MKTG crses or terminated from BU activities. The planning and implementing of store and non-store (catalog,
major attributes may not enroll. Internet) retail marketing strategies are addressed. Critical decision
alternatives, variables, forces, and processes are considered from a
Schedule Type: Lecture managerial perspective. A third attempt will require academic advisor
approval.Offered by Marketing. Limited to two attempts.
Grading: Registration Restrictions:
This course is graded on the Undergraduate Regular scale. (http:// C C
Required Prerequisites: (MKTG 301 or L301) or MKTG 303 , L303 or
catalog.gmu.edu/policies/academic/grading/) XS
303 .
C
Requires minimum grade of C.
MKTG 315: Digital Marketing. 3 credits. XS
Requires minimum grade of XS.
Explores impact of Digital and Internet technology on marketing strategy
and practice. Topics include online advertising campaigns (focusing on Students with a class of Freshman may not enroll.
search marketing), web site usability and content, and the use of social
and interactive media to build customer relationships and foster brand Non-Degree level students may not enroll.
loyalty. A third attempt will require academic advisor approval.Offered by
Marketing. Limited to two attempts. Students with the Ineligible to take MKTG crses or terminated from BU
Registration Restrictions: major attributes may not enroll.
C C
Required Prerequisites: (MKTG 301 or L301) or MKTG 303 , L303 or
XS Schedule Type: Lecture
303 .
C
Requires minimum grade of C. Grading:
XS
Requires minimum grade of XS. This course is graded on the Undergraduate Regular scale. (http://
catalog.gmu.edu/policies/academic/grading/)
Students with a class of Freshman may not enroll.
MKTG 333: Business to Business Marketing. 3 credits.
Non-Degree level students may not enroll.
Examines unique challenges and opportunities of marketing systems
Students with the Ineligible to take MKTG crses or terminated from BU among suppliers, manufacturers, resellers, and government. Focuses
major attributes may not enroll. on developing a capability to identify and nurture long-term B2B
relationships. Provides tools and techniques commonly leveraged by
Schedule Type: Lecture B2B marketers to develop these relationships with their clients. A third
attempt will require academic advisor approval.Offered by Marketing.
Grading: Limited to two attempts.
This course is graded on the Undergraduate Regular scale. (http:// Registration Restrictions:
catalog.gmu.edu/policies/academic/grading/) C C
Required Prerequisites: (MKTG 301 or L301) or MKTG 303 , L303 or
XS
303 .
MKTG 316: Social Media Marketing Strategy. 3 credits. C
Requires minimum grade of C.
Examines how marketing has and has not changed due to the rise of XS
Requires minimum grade of XS.
social media and changes in various underlying factors, such as the
dramatically increased speed of information dissemination across Students with a class of Freshman may not enroll.
customers and offerings. The emphasis is on understanding consumers’
social interactions, examining the various social media channels
 Marketing (MKTG) 3

Non-Degree level students may not enroll. This course is graded on the Undergraduate Regular scale. (http://
catalog.gmu.edu/policies/academic/grading/)
Students with the Ineligible to take MKTG crses or terminated from BU
major attributes may not enroll. MKTG 352: Marketing Analytics. 3 credits.
In today's technology-enabled world, organizations collect lot of
Schedule Type: Lecture information as a part of their business operations and pool it with data
acquired from outside sources. Marketing analytics is a systematic
Grading:
approach to harnessing this data/ information to drive effective
This course is graded on the Undergraduate Regular scale. (http://
marketing decision making. Students will learn to analyze historical
catalog.gmu.edu/policies/academic/grading/)
data, market research data, and competitive information for making
MKTG 335: Strategic Brand Management. 3 credits. strategic marketing decisions. A third attempt will require academic
This course is designed around the brand management decisions that advisor approval.Offered by Marketing. Limited to two attempts.
must be made to build, measure, and manage brand equity. It will teach Registration Restrictions:
C C XS
marketing professionals how to develop a brand, gain an understanding Required Prerequisites: (MKTG 301 or L301) or (MKTG 303 , 303
C XS C XS C
of how to manage a brand and how to conduct a brand audit. The brand or L303) or MBUS 303 or 303 and (BUS 310 , 310 , STAT 350 or
XS
management function is a central part of the marketing function which 350 ).
C
in turn is important for the success of organizations, and this course Requires minimum grade of C.
XS
assists in effectively building the skills needed to develop consumer Requires minimum grade of XS.
brand-relationships. A third attempt will require academic advisor
Students with a class of Freshman may not enroll.
approval.Offered by Marketing. Limited to two attempts.
Registration Restrictions: Students with the Ineligible to take BUSA crses, Ineligible to take MKTG
C XS
Required Prerequisites: (MKTG 303 or 303 ). crses or terminated from BU major attributes may not enroll.
C
Requires minimum grade of C.
XS
Requires minimum grade of XS. Schedule Type: Lecture

Students with a class of Freshman may not enroll. Grading:

This course is graded on the Undergraduate Regular scale. (http://
Non-Degree level students may not enroll. catalog.gmu.edu/policies/academic/grading/)

Students with the Ineligible to take MKTG crses or terminated from BU MKTG 353: New Product Development. 3 credits.
major attributes may not enroll. This course focuses on all aspects of the new product and new service
development process, from insight and inspiration through design
Schedule Type: Lecture
and product launch. The course also explores current topics and best
Grading: practices in innovation management, such as open innovation, managing
This course is graded on the Undergraduate Regular scale. (http:// creativity in organizations, and product design, and rapid prototyping.
catalog.gmu.edu/policies/academic/grading/) A third attempt will require academic advisor approval.Offered by
Marketing. Limited to two attempts.
MKTG 351: Marketing Research. 3 credits. Specialized Designation: Mason Impact.
Presents the concepts and techniques underlying the marketing research
process and their role in managerial decision making. Focuses on Registration Restrictions:
C C
skills required to conduct a marketing research project: qualitative and Required Prerequisites: (MKTG 301 or L301) or (MBUS 303 , L303 or
XS C XS
quantitative research designs, survey methodology, instrument creation, 303 ) or (MKTG 303 , L303 or 303 ).
C
sampling procedures, data collection, data analysis, and reporting of Requires minimum grade of C.
XS
findings. A third attempt will require academic advisor approval.Offered Requires minimum grade of XS.
by Marketing. Limited to two attempts.
Students with a class of Freshman may not enroll.
Specialized Designation: Mason Impact.
Students with the Ineligible to take MKTG crses or terminated from BU
Registration Restrictions:
C C XS major attributes may not enroll.
Required Prerequisites: (MKTG 301 , L301, 303 , 303 or L303) and
C XS C XS
(BUS 310 , L310, 310 , STAT 250 , 250 or L250). Schedule Type: Lecture
C
Requires minimum grade of C.
XS
Requires minimum grade of XS. Grading:
This course is graded on the Undergraduate Regular scale. (http://
Students with a class of Freshman may not enroll. catalog.gmu.edu/policies/academic/grading/)

Non-Degree level students may not enroll. MKTG 355: Direct Marketing. 3 credits.
Covers the whole process of direct and interactive marketing; planning
Students with the Ineligible to take BUSA crses, Ineligible to take MKTG
the campaign, developing the creative approaches, selecting media,
crses or terminated from BU major attributes may not enroll.
offering it to the potential buyers, seeing that the offer is fulfilled and
Schedule Type: Lecture developing the databases to enable future efforts. A third attempt will
require academic advisor approval.Offered by Marketing. Limited to two
Grading: attempts.
Registration Restrictions:
4 Marketing (MKTG)

C XS
Required Prerequisites: MKTG 303 , L303 or 303 . Students with a class of Freshman may not enroll.
C
Requires minimum grade of C.
XS
Requires minimum grade of XS. Non-Degree level students may not enroll.

Students with a class of Freshman may not enroll. Schedule Type: Lecture

Non-Degree level students may not enroll. Grading:

This course is graded on the Undergraduate Regular scale. (http://
Students with the Ineligible to take MKTG crses or terminated from BU catalog.gmu.edu/policies/academic/grading/)
major attributes may not enroll.
MKTG 450: Marketing Consulting. 3 credits.
Schedule Type: Lecture Work on a marketing consulting project with a real business. Collaborate
with the client to understand the marketing problem, engage in a
Grading: strategic planning exercise, and propose actionable solutions. A third
This course is graded on the Undergraduate Regular scale. (http:// attempt will require academic advisor approval.Offered by Marketing.
catalog.gmu.edu/policies/academic/grading/) Limited to two attempts.
Recommended Prerequisite: MKTG 351
400 Level Courses
MKTG 407: Global Marketing. 3 credits. Registration Restrictions:
C XS
Multidisciplinary approach to global and international marketing from Required Prerequisites: (MKTG 303 or 303 ).
C
viewpoint of business management. Examines major marketing issues Requires minimum grade of C.
XS
affecting companies operating in a global environment. Students Requires minimum grade of XS.
achieve understanding of economic, political, and cultural differences
Students with a class of Freshman may not enroll.
among nations as they affect marketing opportunities and operations,
and develop skills to identify and evaluate global and international Students in a Non-Degree Post-Baccalaureate or Non-Degree
marketing opportunities. A third attempt will require academic advisor Undergraduate degrees may not enroll.
approval.Offered by Marketing. Limited to two attempts.
Registration Restrictions: Students with the Ineligible to take MKTG crses or terminated from BU
C C
Required Prerequisites: (MKTG 301 or L301) or (MKTG 303 , L303 or major attributes may not enroll.
XS
303 ).
C Schedule Type: Lecture
Requires minimum grade of C.
XS
Requires minimum grade of XS.
Grading:
Students with a class of Freshman may not enroll. This course is graded on the Undergraduate Regular scale. (http://
catalog.gmu.edu/policies/academic/grading/)
Non-Degree level students may not enroll.
MKTG 455: Ethnic and Multicultural Marketing. 3 credits.
Students with the Ineligible to take MKTG crses or terminated from BU Ethnic and Multicultural Marketing examines the critical marketing issues
major attributes may not enroll. and opportunities that have arisen with the changing U.S. demographics.
The focus is domestic markets. The growth in minority populations
Schedule Type: Lecture indicates a need for specialized approaches for the entire marketing
Grading: mix. Segmentation can be powerful when considering non-mainstream
markets if the marketer understands and capitalizes on the different
This course is graded on the Undergraduate Regular scale. (http://
approaches cultural and ethnic groups use as consumers. A third attempt
catalog.gmu.edu/policies/academic/grading/)
will require academic advisor approval.Offered by Marketing. Limited to
MKTG 437: Fashion Marketing. 3 credits. two attempts.
This course offers an in-depth examination of fashion marketing, Registration Restrictions:
C C
focusing on the strategic thinking and tactical tools essential for Required Prerequisites: (MKTG 301 or L301) or (MKTG 303 , L303 or
XS
marketing decisions in the fashion industry. It is tailored to expand 303 ).
C
students' understanding of marketing strategy, consumer behavior, Requires minimum grade of C.
XS
advertising, branding, and digital marketing, with a special emphasis on Requires minimum grade of XS.
their application within the fashion sector. Key topics include sustainable
Students with a class of Freshman may not enroll.
and fast fashion, luxury branding, the impact of technology, and the
roles of influencers and social media strategy. This course aims to equip Non-Degree level students may not enroll.
students aspiring to become marketing professionals in the fashion
industry with the necessary knowledge and skills. Further, this class not Students with the Ineligible to take MKTG crses or terminated from BU
only prepares students for the challenges of fashion marketing but also major attributes may not enroll.
encourages them to apply their learning to real-world scenarios, fostering
a deeper grasp of the unique aspects of the fashion world.Offered by Schedule Type: Lecture
Marketing. Limited to two attempts.
Grading:
Registration Restrictions:
C C This course is graded on the Undergraduate Regular scale. (http://
Required Prerequisites: MKTG 301 or 303 .
C catalog.gmu.edu/policies/academic/grading/)
Requires minimum grade of C.
 Marketing (MKTG) 5

MKTG 462: Honors Seminar in Marketing (Topic Varies). 3 credits. require academic advisor approval.Offered by Marketing. Limited to two
Topic and format vary. In-depth study of topic of interest to managers and attempts.
organizations. Notes: Enrollment limited and competitive. A third attempt Specialized Designation: Research/Scholarship Intensive
will require academic advisor approval.Offered by Marketing. Limited to
two attempts. Registration Restrictions:
C C
Specialized Designation: Topic Varies Required Prerequisites: (MKTG 301 or L301) or MKTG 303 , L303 or
XS
303 .
C
Recommended Prerequisite: Degree status in MKTG major; senior Requires minimum grade of C.
XS
standing; permission of department. Requires minimum grade of XS.

Registration Restrictions: Students with a class of Freshman may not enroll.

B B
Required Prerequisites: (MKTG 301 or L301) or (MKTG 303 or L303).
B
Requires minimum grade of B. Non-Degree level students may not enroll.

Enrollment limited to students with a class of Junior Plus, Junior, Senior Students with the Ineligible to take MKTG crses or terminated from BU
Plus or Senior. major attributes may not enroll.

Enrollment is limited to students with a major, minor, or concentration in Schedule Type: Lecture
Marketing.
Grading:
Students with the Ineligible to take MKTG crses or terminated from BU This course is graded on the Undergraduate Regular scale. (http://
major attributes may not enroll. catalog.gmu.edu/policies/academic/grading/)

Schedule Type: Seminar MKTG 491: Seminar in Marketing. 3 credits.

In-depth treatment in seminar format of contemporary topics in
Grading: marketing. Culminates in preparation of substantial paper and oral
This course is graded on the Undergraduate Regular scale. (http:// presentation.Offered by Marketing. May be repeated within the term for a
catalog.gmu.edu/policies/academic/grading/) maximum 6 credits.
Specialized Designation: Topic Varies
MKTG 471: Marketing Management. 3 credits.
Emphasizes managerial aspects of marketing, including developing Registration Restrictions:
C C
marketing strategies and plans, and integrating specific elements of Required Prerequisites: (MKTG 301 or L301) or MKTG 303 , L303 or
XS
marketing process. Emphasizes case analysis. A third attempt will 303 .
C
require academic advisor approval.Offered by Marketing. Limited to two Requires minimum grade of C.
XS
attempts. Requires minimum grade of XS.
Mason Core: Mason Core (All) (http://catalog.gmu.edu/mason-core/)
Students with a class of Freshman may not enroll.
Specialized Designation: Writing Intensive in Major
Non-Degree level students may not enroll.
Registration Restrictions:
C XS C
Required Prerequisites: (MKTG 312 , L312 or 312 ) and (MKTG 351 , Students with the Ineligible to take MKTG crses or terminated from BU
XS
L351 or 351 ). major attributes may not enroll.
C
Requires minimum grade of C.
XS Schedule Type: Seminar
Requires minimum grade of XS.
Grading:
Enrollment limited to students with a class of Senior Plus or Senior.
This course is graded on the Undergraduate Regular scale. (http://
Non-Degree level students may not enroll. catalog.gmu.edu/policies/academic/grading/)

Students with the Ineligible to take MKTG crses or terminated from BU MKTG 492: Internship in Marketing. 3 credits.
major attributes may not enroll. Opportunity to gain practical, professional experience in conjunction with
academic development. An internship is an important part of academic
Enrollment limited to students in the Costello College of Business college. and career preparation. May be used as elective credit, but may not be
repeated. Notes: No more than 6 credits of Costello College of Business
Schedule Type: Lecture internship coursework (BUS 492 or MKTG 492) can be applied towards
a student's 120 (BU) degree applicable credits. Students must receive
Grading:
departmental approval in order to register for this course; please contact
This course is graded on the Undergraduate Regular scale. (http://
the Costello College of Business Office of Career Services for internal
catalog.gmu.edu/policies/academic/grading/)
eligibility requirements.Offered by Marketing. May be repeated within the
MKTG 481: RS: Marketing in the Nonprofit Sector. 3 credits. degree for a maximum 6 credits.
Examines the unique challenges of applying marketing principles Recommended Prerequisite: 75 credit hours
and practices to not-for-profit groups such as human service and
Registration Restrictions:
philanthropic organizations, museums, health and wellness advocates, C C XS
Required Prerequisites: MKTG 301 , 303 or 303 .
educational institutions, industry associations and government. C
Requires minimum grade of C.
Emphasis on case studies, team work, and projects. A third attempt will
6 Marketing (MKTG)

XS
Requires minimum grade of XS. MKTG 602: Basic Statistics for Marketing. 0 credits.
The primer course is designed for students with no prior background in
Students with a class of Freshman or Sophomore may not enroll. statistics. It will introduce students to basic statistical concepts and their
use in marketing. The skills developed will help students understand core
Non-Degree level students may not enroll.
statistical topics. The goal is to enable students to get prepared for more
Students with the Ineligible to take MKTG crses or terminated from BU in-depth courses in Marketing.Offered by Marketing. May be repeated
major attributes may not enroll. within the degree for a maximum 0 credits.
Registration Restrictions:
Schedule Type: Internship Enrollment limited to students with a class of Advanced to Candidacy,
Graduate, Junior Plus or Senior Plus.
Grading:
This course is graded on the Undergraduate Regular scale. (http:// Enrollment is limited to students with a major in Marketing.
catalog.gmu.edu/policies/academic/grading/)
Students in a Non-Degree Undergraduate degree may not enroll.
MKTG 499: Independent Study. 1-3 credits.
Primary research proposal in marketing area. Requires prior approval Schedule Type: Lecture
from instructor and associate dean for undergraduate programs.Offered
Grading:
by Marketing. May be repeated within the term for a maximum 6 credits.
This course is graded on the Satisfactory/No Credit scale. (http://
Specialized Designation: Topic Varies
catalog.gmu.edu/policies/academic/grading/)
Recommended Prerequisite: 90 hours and a minimum of 24 hours
MKTG 610: Consultative Sales. 3 credits.
of business courses including principles of marketing, finance, and
The course is designed for marketing professionals who consult with
management.
clients for the purpose of identifying needs and developing long term
Registration Restrictions: sales relationships. Important customer facing skills are applied in
C C the process of identification of new business opportunities, working
Required Prerequisites: (MKTG 301 or L301) or (MKTG 303 , L303 or
XS with clients to identify needs, developing shared goals and objectives,
303 ).
C practicing negotiation and sales skills, and implementation of solutions.
Requires minimum grade of C.
XS The skills developed will help professionals solve client and customer
Requires minimum grade of XS.
problems. The goal is to enable professionals with customer-facing
Students with a class of Freshman may not enroll. responsibilities to effectively build the skills and trust necessary with
customers that result in long term and profitable relationships.Offered by
Non-Degree or Washington Consortium level students may not enroll. Marketing. May not be repeated for credit.
Registration Restrictions:
Students with the Ineligible to take MKTG crses or terminated from BU
Enrollment limited to students with a class of Advanced to Candidacy,
major attributes may not enroll.
Graduate, Junior Plus or Senior Plus.
Schedule Type: Independent Study
Enrollment is limited to students with a major, minor, or concentration in
Grading: Marketing.
This course is graded on the Undergraduate Regular scale. (http://
Students in a Non-Degree Undergraduate degree may not enroll.
catalog.gmu.edu/policies/academic/grading/)
Schedule Type: Lecture
600 Level Courses
MKTG 601: Marketing Essentials. 0 credits. Grading:
The primer course is designed for students with no prior background This course is graded on the Graduate Regular scale. (http://
in marketing. It will introduce students to basic concepts in marketing. catalog.gmu.edu/policies/academic/grading/)
The skills developed will help students understand the role of marketing
in the organization and get familiar with core marketing principles. The MKTG 612: Consumer Behavior. 3 credits.
goal is to enable students to get prepared for more in-depth courses in Examine concepts, processes, and approaches that inform and answer
Marketing.Offered by Marketing. May be repeated within the degree for a what, how, when, where, and why people consume and more generally
maximum 0 credits. make decisions. Understand how consumer behavior is relevant to
Registration Restrictions: one’s professional and personal life. Develop current knowledge of how
Enrollment limited to students with a class of Advanced to Candidacy, individual psychology, socio-cultural, ethical, and global factors influence
Graduate, Junior Plus or Senior Plus. consumer behavior and attitudes.Offered by Marketing. May not be
repeated for credit.
Enrollment is limited to students with a major in Marketing. Registration Restrictions:
Enrollment limited to students with a class of Advanced to Candidacy,
Students in a Non-Degree Undergraduate degree may not enroll. Graduate, Junior Plus or Senior Plus.

Schedule Type: Lecture Enrollment is limited to students with a major, minor, or concentration in
Marketing.
Grading:
This course is graded on the Satisfactory/No Credit scale. (http:// Students in a Non-Degree Undergraduate degree may not enroll.
catalog.gmu.edu/policies/academic/grading/)
 Marketing (MKTG) 7

Schedule Type: Lecture improve overall organizational performance.Offered by Marketing. May

not be repeated for credit.
Grading: Registration Restrictions:
This course is graded on the Graduate Regular scale. (http:// Enrollment limited to students with a class of Advanced to Candidacy,
catalog.gmu.edu/policies/academic/grading/) Graduate, Junior Plus or Senior Plus.

MKTG 615: Digital Marketing Strategy. 3 credits. Enrollment is limited to students with a major, minor, or concentration in
This course will provide students with an in-depth understanding of Marketing.
digital marketing strategy and its application for driving organizational
performance. It will provide hands on experience in different digital Students in a Non-Degree Undergraduate degree may not enroll.
marketing tools, including web design, email and digital display, mobile
marketing, organic and paid search, search engine optimization, web Schedule Type: Lecture
analytics, and email marketing. The students will gain proficiency in
Grading:
utilizing different digital tools to formulate and execute an integrated
This course is graded on the Graduate Regular scale. (http://
digital marketing strategy for an organization. Emphasis will be placed
catalog.gmu.edu/policies/academic/grading/)
on ethical professional practices in collecting and analyzing customer
and market data that is required for effective digital marketing.Offered by MKTG 633: Business to Business Marketing. 3 credits.
Marketing. May not be repeated for credit. The objective of this course is to understand Business-to-Business
Registration Restrictions: marketing theory and to develop decision making skills needed to build
Enrollment limited to students with a class of Advanced to Candidacy, and manage business marketing strategy. Topics to be studied include
Graduate, Junior Plus or Senior Plus. relationship strategies in business markets, e-commerce strategies for
business markets, business market buyer behavior and segmentation,
Enrollment is limited to students with a major, minor, or concentration in
managing product, pricing, communications, and channel strategy for
Marketing.
business markets, the role of selling and sales management in these
Students in a Non-Degree Undergraduate degree may not enroll. markets, and managing sustainability in B2B markets. It will teach
how to develop a B2B marketing strategy for both national and global
Schedule Type: Lecture markets, gain an understanding for developing a B2B marketing plan,
and controlling and measuring a B2B strategy. Extensive use of B2B
Grading: case studies to develop decision-making skills will form part of this
This course is graded on the Graduate Regular scale. (http:// course.Offered by Marketing. May not be repeated for credit.
catalog.gmu.edu/policies/academic/grading/) Registration Restrictions:
Enrollment limited to students with a class of Advanced to Candidacy,
MKTG 623: Marketing Strategy. 3 credits.
Graduate, Junior Plus or Senior Plus.
Using lectures, readings, cases, and team activities, students are
actively involved in hands-on experiences related to marketing strategy Enrollment is limited to students with a major, minor, or concentration in
decisions. Topics include segmentation, targeting, positioning, new Marketing.
product development, pricing, advertising, distribution, global marketing,
corporate social responsibility, sustainability, and resource allocation. The Students in a Non-Degree Undergraduate degree may not enroll.
central objective is to develop proficiency in managerial decision-making
based on principles in resource advantage theory to positively affect Schedule Type: Lecture
organizational performance.Offered by Marketing. May not be repeated
Grading:
for credit.
This course is graded on the Graduate Regular scale. (http://
Registration Restrictions:
catalog.gmu.edu/policies/academic/grading/)
Enrollment limited to students with a class of Advanced to Candidacy,
Graduate, Junior Plus or Senior Plus. MKTG 637: Marketing for a Better World. 3 credits.
This course will provide students with an in-depth understanding
Enrollment is limited to students with a major, minor, or concentration in
of how marketing can be a force for creating a better world. It will
Marketing.
introduce students to sustainability trends and dynamics and provide
Students in a Non-Degree Undergraduate degree may not enroll. knowledge of how different societal forces affect consumer well-being.
Students will also gain skills to develop assessments of the global
Schedule Type: Lecture environment, multiethnic consumer profiles, pressing societal issues, and
sustainability trends to derive a more inclusive marketing strategy. To this
Grading: end, the course will underscore how corporate social responsibility helps
This course is graded on the Graduate Regular scale. (http:// shape future success of organizations.Offered by Marketing. May not be
catalog.gmu.edu/policies/academic/grading/) repeated for credit.
Registration Restrictions:
MKTG 625: Marketing Data Visualization and Analysis. 3 credits.
Enrollment limited to students with a class of Advanced to Candidacy,
In today’s technology enabled world organizations collect a wealth of
Graduate, Junior Plus or Senior Plus.
marketing information as part of their business operations. Marketing
Data Visualization and Analysis is a systematic approach to harnessing Enrollment is limited to students with a major, minor, or concentration in
this data and information to drive effective marketing decision making Marketing.
that involves sustainable utilization of key marketing resources to
8 Marketing (MKTG)

Students in a Non-Degree Undergraduate degree may not enroll. estimations and consumer responses to pricing decisions. It further
covers the various cutting-edge pricing tactics and strategies adopted
Schedule Type: Lecture by marketing managers. Additionally, it gives students an opportunity
to work with different data sets to make pricing decisions in simulated
Grading:
environments.Offered by Marketing. May not be repeated for credit.
This course is graded on the Graduate Regular scale. (http://
Registration Restrictions:
catalog.gmu.edu/policies/academic/grading/)
Enrollment limited to students with a class of Advanced to Candidacy,
MKTG 651: Marketing Research. 3 credits. Graduate, Junior Plus or Senior Plus.
Students are actively involved in the design and development of
Enrollment is limited to students with a major, minor, or concentration in
qualitative and quantitative research studies. Topics include focus
Marketing.
groups/interviews, surveys, and experiments. Activities involve training
in ethical conduct of research involving humans, design of research Students in a Non-Degree Undergraduate degree may not enroll.
instruments, selection of appropriate samples, data collection, data
analysis, and reporting. Students critically evaluate research in terms of Schedule Type: Lecture
its quality and provision of useful information.Offered by Marketing. May
not be repeated for credit. Grading:
Registration Restrictions: This course is graded on the Graduate Regular scale. (http://
Enrollment limited to students with a class of Advanced to Candidacy, catalog.gmu.edu/policies/academic/grading/)
Graduate, Junior Plus or Senior Plus.
MKTG 690: Applied Client Project. 6 credits.
Enrollment is limited to students with a major, minor, or concentration in This course will provide students the framework and opportunity to
Marketing. work on an applied marketing project with a real business. The objective
is for students to work on solving marketing problems that the client
Students in a Non-Degree Undergraduate degree may not enroll. is facing. Students will work in groups to understand the marketing
problem, break it down into meaningful questions, and then engage in a
Schedule Type: Lecture strategic marketing planning exercise to propose actionable solutions.
The course will involve active interactions with the client. Students will
Grading:
be expected to utilize all the knowledge and skills they have learnt in the
This course is graded on the Graduate Regular scale. (http://
earlier courses in the M.S. in Marketing program, while demonstrating
catalog.gmu.edu/policies/academic/grading/)
ethical professional practices. After completion of this course, students
MKTG 652: Customer Analytics. 3 credits. can expect to have completed an applied client marketing project, which
This course teaches students how to arrive at strategic decisions using they can showcase on their resumes.Offered by Marketing. May not be
customer analytics. The course covers key concepts such as customer repeated for credit.
acquisition, retention, customer lifetime value, churn management, Registration Restrictions:
customer preference mapping, and conjoint analysis utilizing customer Enrollment limited to students with a class of Advanced to Candidacy,
data and statistical analysis. It emphasizes ethical professional practices Graduate, Junior Plus or Senior Plus.
in the collection and analysis of customer data.Offered by Marketing.
Enrollment is limited to students with a major, minor, or concentration in
May not be repeated for credit.
Marketing.
Registration Restrictions:
Enrollment limited to students with a class of Advanced to Candidacy, Students in a Non-Degree Undergraduate degree may not enroll.
Graduate, Junior Plus or Senior Plus.
Schedule Type: Lecture
Enrollment is limited to students with a major, minor, or concentration in
Business Analytics or Marketing. Grading:
This course is graded on the Graduate Regular scale. (http://
Students in a Non-Degree Undergraduate degree may not enroll. catalog.gmu.edu/policies/academic/grading/)

Schedule Type: Lecture

700 Level Courses
Grading: MKTG 751: Seminar in Marketing Strategy. 3 credits.
This course is graded on the Graduate Regular scale. (http:// This course is designed to expose doctoral students to a broad
catalog.gmu.edu/policies/academic/grading/) foundation in marketing strategy research.Offered by Marketing. May not
be repeated for credit.
MKTG 653: Retailing and Pricing Analytics. 3 credits. Registration Restrictions:
This course teaches students to arrive at strategic retailing and pricing Enrollment limited to students with a class of Advanced to Candidacy,
decisions using a data-driven approach. The course covers key retailing Graduate or Non-Degree.
decisions such as loyalty program design and execution, market
basket analysis, store location and trade area analysis, forecasting, Enrollment is limited to students with a major in Business.
and merchandising decisions along with foundational aspects of
Enrollment limited to students in a Doctor of Philosophy degree.
pricing analytics such as how a firm sets and adjusts pricing and
coordinates with different internal and external constraints to maximize Schedule Type: Lecture
its profitability sustainably. The course also aims to familiarize students
with the key concepts and applications of quantitative models of demand Grading:
 Marketing (MKTG) 9

This course is graded on the Graduate Regular scale. (http://

catalog.gmu.edu/policies/academic/grading/)

MKTG 752: Seminar in Marketing Methods and Models. 3 credits.

This course is designed to expose doctoral students to a broad
foundation in methods and models utilizing in research in
marketing.Offered by Marketing. May not be repeated for credit.
Registration Restrictions:
Enrollment is limited to students with a major in Business.

Enrollment is limited to Graduate level students.

Enrollment limited to students in a Doctor of Philosophy degree.

Schedule Type: Lecture

Grading:
This course is graded on the Graduate Regular scale. (http://
catalog.gmu.edu/policies/academic/grading/)

800 Level Courses

MKTG 891: Special Topics in Marketing. 3 credits.
This course is designed to expose doctoral students to a specialized
topic within the marketing field through theoretical, experimental, and
empirical work in the topic area. The content varies and may be repeated
when the topic is different.Offered by Marketing. May be repeated within
the degree for a maximum 9 credits.
Registration Restrictions:
Enrollment is limited to Graduate level students.

Schedule Type: Lecture

Grading:
This course is graded on the Graduate Regular scale. (http://
catalog.gmu.edu/policies/academic/grading/)