Download M.S. in INTEGRATED MARKETING

M.S. in INTEGRATED MARKETING
CORE COURSES
Integrated Marketing
Y50.1000 Credit: Marketing, Advertising, and Public Relations
This course introduces students to the concept of marketing as a distribution process, to the writing and implementation of
marketing plans, and to the key elements of managing the integration of marketing across the various elements of the promotion
mix: advertising, direct marketing, public relations, and sales promotion. Students learn to identify marketing objectives, plan
market research, select appropriate strategies for pricing, product, distribution/channel, and promotion mix, identify segmentation,
and develop marketing strategies to achieve business objectives. Through case studies and other examples, students will apply
the learning to real-business situations.
Campaign I: Strategy and Execution
Y50.1005 Credit: Marketing, Advertising, and Public Relations
This course is taken in the same semester as Y50.1015, Campaign II: Planning and Management. Together, the two courses
provide coordinated learning in how to develop strategy, plan, execute, and manage marketing campaigns. Campaign I focuses
on creative and will start by exploring core concepts that transcend all marketing channels, such as the difference between a
feature and a benefit, and how to develop brand positioning. Students will learn which media channels are most powerful for
achieving creative objectives in the marketing plan, and how to write a creative brief that communicates the key information for art
directors and copywriters. By studying how creative strategy is executed across all elements of the marketing mix that are
available to an integrated marketer -- television, radio, print, direct mail, e-mail, digital, and wireless -- students will build their
knowledge of what works and how to manage all elements for consistent strategy, consistent branding, and successful
integration. To achieve these objectives, the course will use lectures, guest speakers from advertising, PR, promotion, and
interactive agencies, as well as speakers from client-side companies, as well as an ongoing project in which students engage in
the creative process to fully understand it. To apply the learning from lectures, readings, and guest speakers, students will build
an integrated campaign. Each week, their work will reflect the best practices for each element in the marketing mix and each
medium. They will gain the experience of setting creative objectives and then working from the brand strategy and creative brief to
develop work that meets the marketing and creative objectives. Weekly presentations will give them experience presenting and
commenting on work. By the end of the semester, they will have a fully integrated campaign. Throughout the semester, students
will be exposed to strategic issues and business challenges by the guest speakers, as well as by their active participation in
developing the integrated campaign.
Competitive Strategy
Y50.1011 Credit: Marketing, Advertising, and Public Relations
This course focuses on how companies use strategic analysis and planning to achieve growth. Now and in the future, marketers
need to understand the role of marketing within a company’s business strategy, and how a company’s business strategy affects
marketing strategy. Through three modules, students learn to plan, develop, and implement business strategies, so that they
understand the framework in which marketing can help to achieve business objectives. In the first module, Strategic Planning,
they study the classic and new methodologies for assessing the options that a company has for growth. In the second module,
Competitive Advantage, they learn to identify and implement the strategies that have the strongest potential for achieving
competitive advantage versus other companies in the same category or segment. In the third module, Innovation, they study how
to be prepared for competition in a global, 24/7, 365, digitally connected business environment where change is a constant,
learning the role of innovation in building a breakthrough business and how to manage innovation--from idea to execution--to
achieve growth. These goals will be accomplished through lectures, readings, case-study discussions, and class exercises
designed to build students -- understanding of the three course modules.
Campaign II: Planning and Management
Y50.1015 Credit: Marketing, Advertising, and Public Relations
This course is taken in the same semester as Y50.1005, Campaign I: Strategy and Execution. Together, the two courses provide
coordinated learning in how to develop strategy, plan, execute, and manage marketing campaigns. Campaign II focuses on
media. As companies increasingly seek to integrate their messages across media channels, and as emerging media such as
mobile, online video, and search compete with traditional media such as television, print, radio, direct mail, e-mail, and online for
the attention of target customers, managers must make decisions about budget allocation relative to contact strategy and about
media strategy relative to creative strategy. Students will learn how to plan and manage the media aspects of campaigns with
specific regard to how to research the media behavior of target customers, how to evaluate multi-media and integrated-media
campaigns, how to plan Campaigns - including strategy and the media math needed for planning, buying, and evaluating - how to
buy media effectively, and how to evaluate campaign success. Each medium will be studied so that students understand its role
in the media mix for Business to Consumer, Business to Business, and Consumer to Consumer campaigns, and how to
determine when to integrate brand advertising with direct-response media, including digital. The course will cover how to plan
recommendations, make decisions, and ensure that the media mix will be 'on strategy' with creative, on budget, on schedule, and
have maximum impact in building brand awareness, and/or generating leads, and/or converting leads, and/or generating
measurable sales, and/or creating viral and word-of-mouth conversation in social and other emerging media. Throughout the
semester, students will have opportunities to apply the learning, and the course will culminate with each student developing a
complete integrated-media plan.
Database Management and Modeling
Y50.1025 Credit: Marketing, Advertising, and Public Relations
Students will learn the basic of database set up and management, as well as the analytical techniques and tools used in direct
and digital marketing to assess, enhance, and profit from customer-relationship management. In particular, this course will cover
the following:
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Building a customer database -- why, how, and types
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Defining customer data requirements -- short- and long-term needs, considerations by division, off- and online dataintegration issues, and special considerations
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Maintenance of the database -- NCOA processing, address standardization, deduping, and other methods for cost
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efficiency and accuracy
Database technology, organization and planning- technology needs and outsourcing considerations
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Sampling techniques -- nth selects and frozen files
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Creating powerful predictor variables - univariate and cross tabulations, ratios, time series variables, and other measures
Segmenting the customer file - cross-tabulations, RFM analysis, CHAID, factor analysis and cluster analysis
Predicting customer actions - using multiple linear regression and logistic regression to model response, payment,
attrition, churn, and other factors
Outside list selection options - best customer models, response models, manual selects
Gains charts and expected profit calculations - selecting the best customer for promotion based on profitability
Introduction to mining with SAS - an introduction to the use of SAS, the most widely used software available today for
database mining and modeling.
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Finance for Marketing Decisions
Y50.1030 Credit: Marketing, Advertising, and Public Relations
The course covers the basic metrics, terminology, methodology, and formulas for calculating all aspects of planning, managing,
and analyzing marketing programs. Students will learn how to develop a marketing Profit and Loss (P&L) projection, how to
analyze the P&L for the key variables that can increase marketing success, and how to manage marketing programs in order to
set and achieve financial goals. They will learn how to develop Breakeven analysis for new-product launch and for customer
acquisition, how to compute and analyze the Marketing Allowable for a campaign in direct or digital media, how to apply the
elements of Breakeven and Marketing Allowable to developing the marketing budget and targeting such key metrics as Cost Per
Inquiry, Cost Per Response or Order, Cost Per Click Through, and Targeted Response Rate. In addition, they will learn to
develop a Customer Life Time Value model to project the value of relationship marketing, relative to Net Present Value (NPV) and
CLTV. By studying the best practices of direct marketing, they will understand how to plan measurable marketing campaigns and
how to set the criteria for success, as well as how to apply those metrics to direct and digital media, including e-commerce
Websites.
Digital Marketing
Y50.1035 Credit: Marketing, Advertising, and Public Relations
Students will learn the existing and emerging formats of digital marketing in order to know how to integrate them into their
marketing plans, how to use them to achieve business objectives, and how to assess emerging trends, so that they have the
basis for adapting to new and emerging digital formats. Among the topics covered are dominant, established forms of online
marketing such as websites, search, email, and analytics, as well as emerging trends such as behavioral targeting, online video,
PR, social media such as RSS, blogging, and podcasting, and user-generated content, and mobile. The course will also cover
current trends and research. Students will gain real-world experience with the types of challenges that marketing managers need
to address in acquiring customers, generating leads, activating and loyalizing customers, building brands, promoting brands,
enhancing customer relationships, and analyzing consumer behavior in the digital marketplace. Assignments will give students
opportunities to apply the learning, including setting up and using a blog for marketing purposes, generating revenue from online
content, evaluating online competition, a final project of developing a complete integrated digital-marketing plan for a non-profit
organization in the New York City area.
Statistical Measurements, Analysis, and Research
Y50.1055 Credit: Marketing, Advertising, and Public Relations
This course will teach the marketer both quantitative and qualitative techniques for maximizing the brand and customer
relationships in an integrated-marketing environment. In particular, it will cover the following: •
Sampling techniques used in marketing -- how and why to sample, types of sampling
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Measures of central tendency and dispersion -- how to develop and assess these measures to better understand
potential data issues prior to analysis
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Graphical representation of marketing data -- the use of bar charts, pie charts, line charts, and other methods for
showing consumer data and purchase data
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Important distributional properties of marketing data -- the central-limit theorem and the normal distribution
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Marketing-test design and analysis -- sample-size estimation and test assessment via hypothesis testing
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Full factorial test design-- the rules of test design
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Market-research survey design and execution -- types of surveys, types of questions, and test planning
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Research-analysis methods -- choice modeling/conjoint analysis, rank correlations
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Types and usage of syndicated data -- Nielsen, IRI, Simmons, and other data sources
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Sizing a market-- how to assess opportunities in the marketplace via online research and online services
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ROI analysis -- the various methods of calculating return on marketing investment
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Campaign management -- spreadsheets, calculations, marketing goals
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Competitive research methods and tracking -- various qualitative and quantitative techniques to assess competition in
the marketplace
The C-Suite Perspective: Leadership and Integrated Marketing
Y50.1060 Credit: Marketing, Advertising, and Public Relations
This course, taught by a faculty member with experience as a CEO, focuses on the role of the C-Suite as senior management and
how the competing demands of that role shape the divisions and departments of the company and, inevitably, the management
and budget for marketing. Key topics will include transformation of the company, growth through acquisition, the impact of the
green movement,/sustainable-resource management/social responsibility, and corporate-finance management. These goals will
be accomplished through lectures, readings, case-study discussions, and class exercises designed to build students -understanding of the subject matter. The real-world examples and case studies will give students hands-on experience in
applying the learning to challenges they will face in their future. There will be one or two project assignments that will give
students an opportunity to apply the learning to current business challenges of a company and/or non-profit.
CONCENTRATIONS
Students select 4 courses from any one concentration; or three courses from one concentration and one from either
of the other concentrations; or may select with advisement one (3-credit) course in a related field from other SCPS
graduate courses)
Digital Marketing Concentration
Direct Marketing
Y50.2005 Credit: Marketing, Advertising, and Public Relations
Direct marketing is increasingly an essential part of the marketing mix for a broad range of businesses, including the packagedgoods companies that did not use it in the twentieth century. This is because of its measurability, which enables marketers to
determine how much it costs to acquire a customer and how much it costs to loyalize a customer. As a result, the use of directmarketing strategies and tactics has moved from the traditional base of companies with club, continuity, subscription, collectible,
and catalog business models to the full range of businesses. Another key factor in the growth of direct marketing is the Internet,
which has given all companies the opportunity and the challenge of selling products and services directly to target users and/or
building relationships with customers online. This course is an introduction to the key strategic and tactical elements of direct
marketing. Students will learn the best practices and analytic tools of direct and how to apply them to the marketing objectives of
acquiring, retaining, and reactivating customers to drive profitable sales and customer Life Time Value. Examples from a variety
of direct marketing business models, such as subscriptions, clubs, and single-purchase, will give students an understanding of
how direct marketing works and how to apply its measurable and testable capabilities to a range of products and services. The
course will also cover multi-channel marketing, to show students how direct marketing has evolved and continues to adapt to the
changing environment in which direct mail, for example, is used to drive prospective customers to a Website, and in which the
marketing for retail stores includes synergy with the e-commerce sites for those companies.
Internship (1 - 3 credits)
Y50.2015 Credit: Marketing, Advertising, and Public Relations
Students who are interning companies that require them to receive academic credit may take this 1-3 credit independent-study
course and do a project based on the learning from the internship. There is a wide variety of marketing-internship opportunities at
companies in New York. Recent internships include MTV, Sirius Satellite Radio, Time Inc., Redcats U.S.A., G2 Digital, Avenue
A/Razorfish, Microsoft, Lacoste.com, WeightWatchers.com, and Ogilvy.
Intensive in American Business
Y50.2025 Credit: Marketing, Advertising, and Public Relations
This course introduces international students to the principles of business as used by U.S. companies. Through a combination of
lectures, readings, practical exercises and site visits to companies, students will learn about company structures, departmental
functions, typical titles and roles of executives, key marketing segments of consumers and businesses, key media, key
companies profiled from the Fortune 500, key trends, and current issues in American business. To prepare students for the format
of the graduate program, the class will include assignments that entail individual and group presentations, as well as discussions
based on research, reading assignments and on-line collaboration using Blackboard.
Social Media and the Brand
Y50.2100 Credit: Marketing, Advertising, and Public Relations
This course teaches the principles and practices of digital media, with the focus on video display, e-mail, banners, and mobile. It
prepares students for planning and implementing the strategy and marketing objectives for digital media, from integration with
other elements in the media mix and building awareness to generating leads. Students learn all aspects of video, from pre- and
post-roll to display and rich-media ads, the pros and cons of buying through networks and of original, repurposed, syndicated, and
user-generated video content, behavioral targeting and optimization, and current and emerging metrics. For e-mail, they learn
best practices for copy and graphics, list strategies -- including privacy regulations and ethical considerations, test design, and
analytics. For banners, they learn media strategy and campaign management, as well as how to maximize creative impact and
click-through. For mobile, they learn how technological enhancements and impediments and customer segmentation for
effectiveness and cost efficiency, as well as synergy with other media.
Search Marketing
Y50.2105 Credit: Marketing, Advertising, and Public Relations
In this course, students learn all aspects of search, including organic, pay-per-click search, paid/sponsored listings, contextual
listings, and paid inclusion, as well as optimization of site content through keywords, algorithms, and meta tags. Building on this
foundation of planning and managing search, they learn the metrics of click throughs: how to measure the effectiveness of search
with A/B tests of listings, site content, site design, and targeted, measurable landing pages. The course achieves its goals through
a combination of lectures, guest lectures, and projects that enable students to apply the learning to actual businesses.
Multi-Channel Catalog Merchandising and Marketing
Y50.2110 Credit: Marketing, Advertising, and Public Relations
This course examines the economics, critical elements, and marketing strategies of catalog selling. Through the Internet,
traditional mail-order catalog companies have moved their merchandise online, and companies that were previously limited to
retail channels have expanded into virtual catalogs on their Websites. In addition, entrepreneurs use the Web to start mini-catalog
businesses that can generate multi-national sales. To prepare students for managing catalog businesses and for using the
success strategies of catalogs for other business models, this course covers the basics of financial planning, strategic planning,
merchandising, pricing, circulation, media, layout, creative execution, and financial analysis for the full range of catalog
businesses--from those that use postal mail to those that are e-catalogs and those that are multi-channel. Through exposure to
the size, dynamics, and economics of the catalog industry, students learn how to apply the principles and practices of classic
direct marketing and the newer principles and practices of successful online marketing to catalog selling. From the basic concepts
needed to evaluate, administer, and launch a catalog to the success factors needed for circulation, you will learn how to integrate
merchandising, marketing, design strategy, and performance metrics into a single or multi-channel catalog business.
Operations Strategy
Y50.2115 Credit: Marketing, Advertising, and Public Relations
For managers of all aspects of marketing, from product and brand management to e-commerce and multi-channel management,
a knowledge of operations strategy is important for ensuring that marketing is able to support a company's growth strategy and
competitive position. Continuing the learning about corporate strategy from the Y50.1011 Competitive Strategy course, this
course prepares students in the operational and customer-service aspects of businesses. At the most basic level, marketers must
ensure that marketing and operations are properly aligned to meet customer expectations. The efficiency and effectiveness of
these processes can make or break a marketing strategy, influence lead conversion, affect customer loyalty and Customer LifeTime Value, and profoundly affect the long-term growth of the business. In this course, students learn how to assess operations
for competitive advantage and how to improve the efficiency and the effectiveness of a company's operations, including usability
in e-commerce, outsourcing, Six Sigma, and CRM, with specific focus on real companies through case studies, projects, and
readings.
E-Commerce Marketing
Y50.2120 Credit: Marketing, Advertising, and Public Relations
This course teaches the principles and practices of e-commerce marketing, with emphasis on the skills needed to plan, launch,
manage, market, and measure a Website that sells products and communicates with prospects and customers. Students will
learn the specific processes that constitute core competencies for site development, including merchandising, pricing, and product
display; best practices for maximizing click-through rate, stickiness, conversion of site visits to sales, as well as minimizing
shopping-cart abandonment. They will also learn how to develop and manage the P&L and Operating Budgets for an e-commerce
business and how to use the best practices of classic direct marketing and the latest technology in digital marketing to test, track
and measure for Return on Investment and Customer Life Time Value. The course prepares students for all aspects of ecommerce marketing management, from launch to expansion.
Brand Management
Direct Marketing
Y50.2005 Credit: Marketing, Advertising, and Public Relations
Direct marketing is increasingly an essential part of the marketing mix for a broad range of businesses, including the packagedgoods companies that did not use it in the twentieth century. This is because of its measurability, which enables marketers to
determine how much it costs to acquire a customer and how much it costs to loyalize a customer. As a result, the use of directmarketing strategies and tactics has moved from the traditional base of companies with club, continuity, subscription, collectible,
and catalog business models to the full range of businesses. Another key factor in the growth of direct marketing is the Internet,
which has given all companies the opportunity and the challenge of selling products and services directly to target users and/or
building relationships with customers online. This course is an introduction to the key strategic and tactical elements of direct
marketing. Students will learn the best practices and analytic tools of direct and how to apply them to the marketing objectives of
acquiring, retaining, and reactivating customers to drive profitable sales and customer Life Time Value. Examples from a variety
of direct marketing business models, such as subscriptions, clubs, and single-purchase, will give students an understanding of
how direct marketing works and how to apply its measurable and testable capabilities to a range of products and services. The
course will also cover multi-channel marketing, to show students how direct marketing has evolved and continues to adapt to the
changing environment in which direct mail, for example, is used to drive prospective customers to a Website, and in which the
marketing for retail stores includes synergy with the e-commerce sites for those companies.
Internship (1 - 3 credits)
Y50.2015 Credit: Marketing, Advertising, and Public Relations
Students who are interning companies that require them to receive academic credit may take this 1-3 credit independent-study
course and do a project based on the learning from the internship. There is a wide variety of marketing-internship opportunities at
companies in New York. Recent internships include MTV, Sirius Satellite Radio, Time Inc., Redcats U.S.A., G2 Digital, Avenue
A/Razorfish, Microsoft, Lacoste.com, WeightWatchers.com, and Ogilvy.
Intensive in American Business
Y50.2025 Credit: Marketing, Advertising, and Public Relations
This course introduces international students to the principles of business as used by U.S. companies. Through a combination of
lectures, readings, practical exercises and site visits to companies, students will learn about company structures, departmental
functions, typical titles and roles of executives, key marketing segments of consumers and businesses, key media, key
companies profiled from the Fortune 500, key trends, and current issues in American business. To prepare students for the format
of the graduate program, the class will include assignments that entail individual and group presentations, as well as discussions
based on research, reading assignments and on-line collaboration using Blackboard.
Brand Strategy
Y50.2200 Credit: Marketing, Advertising, and Public Relations
The course will consist of 4 modules: Strategy Planning, Strategy Development, Strategy Management, and Brand Assessment.
In each, students will learn the key processes entailed in brand strategy. To understand the role of brands in business and their
larger role in popular culture, they will study examples of classic brands from the 20th and 21st centuries to see what constitutes
success and how brands reflect their time in terms of social, cultural, and technological trends. For a cross-cultural perspective,
they will also study brands that are national, multi-national, and global, as well as the key elements for successful global
expansion of brand strategy.
Managing Products and Brands
Y50.2205 Credit: Marketing, Advertising, and Public Relations
The course will consist of two modules:
1) Product Management: This module will teach the principles and practices of managing new and existing products, including
product development, sales forecasting, product-life stage management, pricing, design and packaging, and market testing.
2) Brand Management: This section will cover brand strategy - how it is developed and then used to plan the corresponding go-tomarket objectives and strategies; brand governance - how to help brands to flourish as core strategic assets, from pricing and
packaging to portfolio management; brand activation - how to bring brands to life, focusing on the activation techniques that are
critical to success, including marketing communications and the corresponding need for brand consistency, the role of the brand
in product development, brand extensions, and the customer experience; and brand measurement - how to assess brand strength
and impact, from the traditional measurements of attitudes and awareness to more recent metrics for brand equity.
Consumer Behavior
Y50.2210 Credit: Marketing, Advertising, and Public Relations
This course will introduce students to how marketers use scientific research to understand the psychological processes involved
in consumer behavior. Students will learn the concepts and theories of behavior science that are used to understand and predict
behavior in the marketplace, as well as to forecast demand analysis for products and services. Through readings in the textbooks
and lectures that provide case histories of how the theory and practice of consumer behavior are applied, students will gain an
understanding of how to plan, develop, and implement marketing strategy and how to use the methodology of consumer behavior
for decision making in marketing management.
Theory, History and Practice of Public Relations
Y50.2215 Credit: Marketing, Advertising, and Public Relations
Academic research and theory, from disciplines including organizational communications, inter-personal communications and
media studies, will be examined from the perspective of their applicability to today’s major communication challenges. The
theories of persuasion will be studied, as will be the psychological and sociological processes that drive group behavior. Similarly,
an examination of past and current public relations and corporate communications cases can teach invaluable lessons, too often
ignored by practitioners at their peril; history generally reveals what works, what doesn’t and why.
Marketing Analytics
Direct Marketing
Y50.2005 Credit: Marketing, Advertising, and Public Relations
Direct marketing is increasingly an essential part of the marketing mix for a broad range of businesses, including the packagedgoods companies that did not use it in the twentieth century. This is because of its measurability, which enables marketers to
determine how much it costs to acquire a customer and how much it costs to loyalize a customer. As a result, the use of directmarketing strategies and tactics has moved from the traditional base of companies with club, continuity, subscription, collectible,
and catalog business models to the full range of businesses. Another key factor in the growth of direct marketing is the Internet,
which has given all companies the opportunity and the challenge of selling products and services directly to target users and/or
building relationships with customers online. This course is an introduction to the key strategic and tactical elements of direct
marketing. Students will learn the best practices and analytic tools of direct and how to apply them to the marketing objectives of
acquiring, retaining, and reactivating customers to drive profitable sales and customer Life Time Value. Examples from a variety
of direct marketing business models, such as subscriptions, clubs, and single-purchase, will give students an understanding of
how direct marketing works and how to apply its measurable and testable capabilities to a range of products and services. The
course will also cover multi-channel marketing, to show students how direct marketing has evolved and continues to adapt to the
changing environment in which direct mail, for example, is used to drive prospective customers to a Website, and in which the
marketing for retail stores includes synergy with the e-commerce sites for those companies.
Internship (1 - 3 credits)
Y50.2015 Credit: Marketing, Advertising, and Public Relations
Students who are interning companies that require them to receive academic credit may take this 1-3 credit independent-study
course and do a project based on the learning from the internship. There is a wide variety of marketing-internship opportunities at
companies in New York. Recent internships include MTV, Sirius Satellite Radio, Time Inc., Redcats U.S.A., G2 Digital, Avenue
A/Razorfish, Microsoft, Lacoste.com, WeightWatchers.com, and Ogilvy.
Intensive in American Business
Y50.2025 Credit: Marketing, Advertising, and Public Relations
This course introduces international students to the principles of business as used by U.S. companies. Through a combination of
lectures, readings, practical exercises and site visits to companies, students will learn about company structures, departmental
functions, typical titles and roles of executives, key marketing segments of consumers and businesses, key media, key
companies profiled from the Fortune 500, key trends, and current issues in American business. To prepare students for the format
of the graduate program, the class will include assignments that entail individual and group presentations, as well as discussions
based on research, reading assignments and on-line collaboration using Blackboard.
Advanced Database Analysis Using SAS
Y50.2300 Credit: Marketing, Advertising, and Public Relations
This course will teach students the most significant data-mining techniques that marketing analysts use with the goal of enhancing
customer relationships to maximize profitability of marketing programs. Students will learn advanced database mining through
case studies that entail utilizing SAS for customer-data analysis for the purpose of setting appropriate Customer-Relationship
Management (CRM) strategy. The cases will give students practice in mining and analyzing data in a wide range of actual
business categories and across offline and online channels. Students will gain experience in:
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Predicting customer churn and attrition
Risk model development
Survival analysis
Zip select models for prospecting
Best customer models
Modeling clickstream data
CHAID Segmentation of the customer database
Cluster analysis (e.g., PRIZM clusters)
Web Analytics: SEO/SEM, PPC, E Mail, and Clickstream Analysis
Y50.2305 Credit: Marketing, Advertising, and Public Relations
In this course, students will learn the various online business models, how to optimize use of them to meet business objectives,
and how to analyze results. The subject areas to be covered include search-engine marketing, Website optimization, Website
submission, link-marketing strategies, pay-per-click advertising campaigns, e-mail marketing tactics, affiliate marketing,
customer Web logs, online testing of banner ads, landing pages, and other digital formats, software options for Web mining,
analyzing click-stream data, and the key metrics for measuring consumer behavior online, including basket analysis and other
techniques of association. When feasible, students in this course participate in the Google Challenge, a worldwide competition
sponsored by Google for the application of search metrics to a local business.
Advanced Test, Analysis, ad Experimental Design
Y50.2310 Credit: Marketing, Advertising, and Public Relations
This course will teach students the basic concepts of experimental design and analysis techniques for marketing tests in
traditional and evolving media channels. In particular, it will cover the following:
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What, when and why to test
Assessing marketing test results including direct mail, banner ads, landing pages, email tests, subject line test, PPC ads,
etc.
Measuring Website effectiveness
Determine the appropriate level of confidence for test assessment
Rules for assessing smaller marketing-research tests
Full-factorial test design considerations
A/B split tests
Multivariate testing
Establishing online metrics
Analysis of variance (ANOVA)
Assessing element interactions
B-to-B testing considerations
Five rules of test design
Determining the appropriate size for tests
Seasonality testing considerations
Day-parting online testing
Cost / benefit Analysis
Bridging test results from one test series to another
CRM: Managing Customer Experience
Y50.2315 Credit: Marketing, Advertising, and Public Relations
This course will take a strategic approach to the study of Customer Relationship Marketing, providing students with the
knowledge to plan, manage, and assess a CRM program from a non-technical perspective and to understand the strategic
options for managing the customer experience for maximum customer equity. CRM is used to enable a company to move from
a product-based strategy to a customer-based strategy, so that instead of focusing on product differentiation as the basis of
competition, it can focus on increasing the value of its best customers. Students will learn how CRM has evolved and can take
the form of customer-loyalty programs, relational database management, and total quality management. They will also learn its
role within the process that contemporary marketers refer to as managing customer experience, which entails consideration of
how to deliver the most positive experiences of the brand and its products/services to target customers, new customers, and
existing customers. To provide students with CRM theory as well as practical application to marketing challenges, the course
will consist of 4 modules: Criteria for a CRM Program, Planning the CRM Program--including goal setting and selection of
methodologies, Implementing the CRM Program, and Metrics for Program Success. Through reading of case studies of
business challenges involving the use of CRM, as well as articles on the latest theories and methodologies for relationship
management, students will learn why, when, and how to use CRM as a strategy for increasing customer equity in the form of
incremental revenue from sales, increased profit, or improved Return on Investment (ROI).
CAPSTONE
After taking the concentration-area courses, each student takes our Capstone course.
Capstone: The Business Plan
Y50.4000 Credit: Marketing, Advertising, and Public Relations
The Capstone is your final project, marking the culmination of your Master's-degree program. Each student enrolls in the
Capstone course and begins by developing and evaluating concepts for an individual new business that will use direct and
interactive marketing to achieve its sales and marketing objectives. Once your topic is approved by the instructor, you write a
complete business plan for your company. It consists of all the sections that go into an actual business plan. Beginning with
business strategy to show the scope of your concept and category research to show the financial potential, you move on to targetaudience analysis and competitive strategy. Next, you develop the marketing section with brand positioning, customer-acquisition
strategies and tactics, and a customer-retention plan for Lifetime Value. Following that, you plan the media, selecting from the full
range of direct and interactive media, and then you develop sample advertisements in traditional and interactive formats for your
brand, as well as a database plan and a plan for operations and customer service. Your work includes financial projections for
your company, from breakeven analysis to a full P&L (profit and loss) analysis, a lifetime value analysis, and an operating budget.
Each week, you share your work with your classmates and the instructor in a collaborative workshop setting. At the end of the
semester, you present your complete business plan to your classmates and the instructor. A prize is awarded for the best
Capstone project.