Course Descriptions

Program length: 9 months (September – May)

Total semester hours: 36 semester hours

9-month term 1: Fall semester (14 weeks) September - December

BMMA 502 Marketing Strategy and Consumer Behavior – 4 semester hours

Key topics in marketing strategy to identify target markets, develop/refine brands, and showcase points of parity and difference.  Focuses on the thoughts and emotions of consumers, their behaviors, and their motivations to help implement strategies which are built upon innovative edge consumer behavior models.  Practice Focus:  In collaboration with real-world marketing challenges, students apply marketing strategies to help a business/organization improve their market position.

BMMA 504 Quantitative Marketing Research – 4 semester hours

Methods and techniques of quantitative marketing research.  Emphasis on research design, data collection, basic data analysis including chi-square, correlation, ANOVA and regression as well as interpretation and presentation of results.  Students will work in groups to provide a custom research project for a business or nonprofit client.

BMMA 508 Qualitative Marketing Research – 4 semester hours

Methods and techniques of qualitative marketing research.  Will examine focus groups, depth interviews, projective techniques, ethnography and other qualitative techniques.

BMMA 587 Project Management – 4 semester hours

Study of project management principles and techniques including planning, network building, project control, reporting and closing to address the unique conditions and challenges associated with designing and managing major, non-repetitive undertakings.

Total: 16 credit hours

9-month term 2: J-term (4 weeks) January

BMMA 598 Graduate Research Project in Marketing I – 4 semester hours

Application of learned marketing research and analytics skills.  Students interact with clients to develop a detailed  capstone project proposal with hands-on support from faculty to solve real-world marketing decision problems.  Students will complete secondary data and qualitative data collection and analysis thus laying the foundation for quantitative research in Capstone Part II.  Option for more theoretical academic capstone project.  Field experience in data analytics to include industry site visits.

Total: 4 semester hours

9-month term 3: Spring term (14 weeks) February - May

BMMA 524 Advanced Research Methods – 4 Semester hours

Emphasis on data analysis and interpretation using multivariate techniques including principal component and factor analysis, logistical regression, discriminant analysis, cluster analysis, perceptual mapping structural equation modeling and other techniques.

BMMA 526 Big Data and Digital Analytics – 4 Semester hours

This course provides a broad overview of analytic strategies for (structured and unstructured) data collected in interactive channels (online, mobile, social, etc). Topics covered include web analytics, big data and key performance indicators, how to analyze the effectiveness of social media, and how to optimize the digital experience by incorporating testing and experimentation.

BMMA 530 Data Mining – 4 Semester hours

This course will examine both descriptive and predictive techniques in data mining.  The core topics to be covered in this course include classification, clustering, association analysis, and forecasting with an emphasis on the use of software tools for making evidenced-based decisions.  Legal and ethical restrictions on  the use of customer information will be discussed.

BMMA 599 Graduate Research Project in Marketing II – 4 semester hours

Students will work independently with faculty to complete the marketing research project and write a publishable research article with intent to submit to a targeted journal.

Total: 16 semester hours