Course Descriptions

The marketing intelligence and interactive marketing graduate programs integrate courses in marketing, data management/mining, and project management.

Course Descriptions

Marketing Courses

MKTG 605 MARKETING INTELLIGENCE STRATEGY (3 units)
Focuses on marketing intelligence strategies -- a data driven strategic analysis of the market used to inform the firm's digital strategies. Also explores the role of marketing in creating value for the firm and its stakeholders in the context of a dynamic external environment. Prerequisite: acceptance in the MKGI-MS or IMKG-PBC or approval from program director.

MKTG 710 INTERACTIVE MARKETING (3 units)
Explores the emerging business models, rules, tactics and strategies associated with interactive marketing, including search engine optimization, search ads, email marketing, social media, and mobile marketing. Prerequisites: MKTG 605 and consent of department.

MKTG 770 MARKETING ANALYTICS METRICS (3 units)
Exploration of the data and tools used to analyze the business environment and enable marketing decision making, including decisions related to segmentation, customer lifetime value, and return on marketing investment. Prerequisites: MKTG 605 and consent of department.

MKTG 780 ADVANCED MARKETING ANALYTICS (3 units)
Focuses on learning how to use various analytics tools: multivariate linear regression, logistic regression, principal component analysis, multidimensional scaling, clustering and classification, market basket analysis, choice modeling, conjoint analysis. Students will be expected to use state-of-the-art programming language to analyze real-world large data sets and make strategic recommendations for managerial actions. Prerequisite: MKGT 770.

MKTG 781 INTERACTIVE MARKETING PROJECT (3 units)
An independent applied project in a content area related to interactive marketing designed to support and enhance the student's ability to apply graduate experience and achieve tangible outcomes. Students work under the supervision of faculty advisers to plan, implement, and evaluate a project for a client as part of a practical, real-world problem-solving experience. Prerequisites: MKTG 710 and consent of department.

MKTG 791 INTERACTIVE MARKETING INTERNSHIP (3 units)
Supervised experience in a field setting which facilitates the application of interactive marketing theory and tools. Prerequisites: MKTG 710 and consent of department.

MKTG 881 MARKETING INTELLIGENCE PROJECT (3 units)
An independent, applied project in a content area related to marketing intelligence designed to support and enhance the student's ability to apply graduate experience and achieve tangible outcomes. Students work under the supervision of faculty advisers to plan, implement, and evaluate a project for a client as part of a practical, real-world problem-solving experience. Prerequisites: MKTG 770 and consent of department.

MKTG 891 MARKETING INTELLIGENCE INTERNSHIP (3 units)
Supervised experience in a field setting which facilitates the application of theory and tools in marketing intelligence. Prerequisites: MKTG 770 and consent of department.

Data Management/Mining Courses

AIT 632 DATABASE MANAGEMENT SYSTEMS (3 units)
Study of database management system fundamentals, data models, design, implementation and processing. Most popular database management systems such as Oracle, SQL Server, and Access are used throughout the course to illustrate design and implementation of real-world database applications and processing. Prerequisite: AIT 610; may be taken concurrently with AIT 610.

COSC 710 SOCIAL NETWORK ANALYSIS (3 units)
Covers the concepts, structures and analysis of large social and information networks. Hands-on techniques will explore how to analyze large-scale social network data, explore social behavior, and apply the techniques to real-world problems. Students will work on cases on actual social network data and present strategic recommendations based on analysis of the data. Prerequisite: COSC 600 or permission of instructor.

COSC 757 DATA MINING (3 units)
Designed to provide students with a broad background in data mining techniques and related topics. Real-world applications including Web mining will be emphasized. Current data mining tools will be used in student projects. Prerequisite: COSC 578 or equivalent.

Project Management Courses

EBTM 604 INTRODUCTION TO PROJECT MANAGEMENT (3 units)
Management of projects through the planning, scheduling and controlling of organizational activities. Course includes project selection, scope development and management, cost estimation, scheduling, staffing, resource allocation, task tracking, task sequencing, and control. Project management software will be used support the course material. Prerequisite: EBTM 501.

The following courses are requirements for the optional post baccalaureate certificate in project, program and portfolio management that can be completed if students enroll full-time in the M.S. in marketing intelligence. 

EBTM 620 PROCUREMENT AND SOURCING (3 units)*
Topics include purchasing decisions and strategy, the legal aspects of purchasing, negotiation product and service quality, lean purchasing, supplier selection and evaluation, supplier relationship management, and special purchasing applications such as health care purchasing, government purchasing, professional service purchasing, transportation service purchasing. Prerequisite: EBTM 501 or successful completion of the Statistics Proficiency exam; graduate standing.

EBTM 625 PROJECT LEADERSHIP AND COMMUNICATION (3 units)*
Advanced project management topics necessary for implementation of, and excellence in, project management. Topics include human resource management, risk management, quality management, project office, conflicts, project leadership and communications management. Project management software will be used to support the course material. Prerequisite: EBTM 604.

EBTM 715 PROJECT COST ACCOUNTING AND FINANCE (3 units)*
Information and exercises relating to project cost estimation, budgeting and scheduling, cost management, and cost control within several organizations' frameworks and strategies. Course subjects include a review of accounting, financial analysis, and managerial accounting. Project specific topics include resource planning, cost estimating, cost budgeting, cost control, and business case preparation and analysis. Prerequisite: EBTM 604.

EBTM 750 PROGRAM AND PORTFOLIO MANAGEMENT (3 units)*
Managing portfolios and programs from a strategic firm perspective. Principle areas of focus within program management will be strategic alignment, benefits management, stakeholder and communication management, risk management and leadership. Principle topics within project portfolio management will include project portfolio methodology, establishing a governance process, project selection techniques, and application of methods to optimize and balance a project portfolio. Using a case study and software tools, students will explore the importance of using organizational strategies to align projects, and apply practices to create portfolio and programs to leverage organizational assets. Prerequisites: EBTM 604 and EBTM 625.

 

Example Course Plans

Whether you're a working professional or a full-time student, the master's program can work for you with flexibility to complete the degree in one year or two years. With the two-year plan, you can also choose to earn an additional post-baccalaureate certificate in project, program and portfolio management to enhance your degree. 

Example course of study plans

One Year Full Time

One Year Full Time Student (30 units)

Fall Term
MKTG 605 Marketing Intelligence Strategy
AIT 632 Database Management
EBTM 604 Introduction to Project Management OR elective
MKTG 710 Interactive Marketing
MKTG 770 Marketing Analytics and Metrics
Spring Term
MKTG 781 Interactive Marketing Project OR MKTG 791 Internship in Interactive Marketing
COSC 710 Social Network Analysis
COSC 757 Data Mining
MKTG 780 Advanced Marketing Analytics
MKTG 881 Marketing Intelligence Project or MKTG 891 Internship in Marketing Intelligence
Two Years Full Time (includes project management certificate)

Full-time including Post Baccalaureate Certificate in Project, Program and Portfolio Management (48 units)

Year One

Fall Term Spring Term Summer Term
MKTG 605 Marketing Intelligence Strategy MKTG 710 Interactive Marketing MKTG 781 Interactive Marketing Project or MKTG 791Internship in Interactive Marketing
AIT 632 Database Management COSC 710 Social Network Analysis EBTM 750 Program & Portfolio Management
EBTM 604 Introduction to Project Management or AIT 630 Information Technology Project Management EBTM 625 Project Leadership & Communication EBTM 750 Program & Portfolio Management

Year Two

Fall Term Spring Term Summer Term
MKTG 770 Marketing Analytics & Metrics MKTG 780 Advanced Marketing Analytics MKTG 881 Marketing Intelligence Project or MKTG 891 Internship in Marketing Intelligence
EBTM 604 Introduction to Project Management OR Elective COSC 757 Data Mining  
EBTM 620 Procurement and Sourcing EBTM 715 Project Cost Accounting and Finance  
Two Years Part Time

Part-time Plan (30 units)

Year One

Fall Term Spring Term Summer Term
MKTG 605 Marketing Intelligence Strategy MKTG 710 Interactive Marketing MKTG 781 Interactive Marketing Project or MKTG 791Internship in Interactive Marketing
AIT 632 Database Management COSC 710 Social Network Analysis  

 Year Two

Fall Term Spring Term Summer Term
MKTG 770 Marketing Analytics & Metrics MKTG 780 Advanced Marketing Analytics MKTG 881 Marketing Intelligence Project or MKTG 891 Internship in Marketing Intelligence
EBTM 604 Introduction to Project Management COSC 757 Data Mining