Albers is accredited by AACSB International - The Association to Advance Collegiate Schools of Business. As of April 2011, less than five percent of the world’s business schools and less than one third of U.S. business schools have achieved business accreditation from AACSB.
Albers course information comes from Seattle University's 2013-2014 Graduate Catalog. All graduate courses are 3 credits, unless otherwise noted. Syllabi information is for reference only. Information may not be current.
This course introduces the principles, concepts and techniques of personal selling, with an emphasis on embracing the 'marketing concept'. The emphasis of the course is on personal selling as an embodiment of the firm's marketing strategy. Multiple teaching and learning techniques are used -- lecture, discussion, considerable student work, both individual and small group work, case studies, and speakers. Prerequisites: MBA 517.
Purpose, methods, and techniques of marketing research and description of marketing information systems. Prerequisites: MBA 500 and MBA 517.
Fits the interests of those involved in bringing new products to market. It addresses the entire new product development process within the context of a strategic framework. Topics include new product development strategy, idea generation and evaluation, organization and design, time-to-market, design and development team management, forecasting for new products, market entry decisions, and marketing launch strategy. Prerequisites: MBA 517 and MBA 518.
Growing importance of international marketing, differences in economic, cultural, and political factors between countries, feasibility of using American techniques in performing marketing functions abroad. Prerequisite: MBA 517.
This course will involve budgeting issues, matters of strategy, marketing functions of personal selling, advertising, sales promotion and publicity, and their coordination into an effective promotional mix. Prerequisite: MBA 517.
Explores management of the sales component of an organization's marketing program. Utilizes a managerial approach and emphasizes developing an understanding of basic marketing concepts, interrelationships among sales force management, and other areas of business, developing appropriate strategy for managing a sales force, and resolving often-conflicting strategic objectives. Prerequisites: MBA 517.
Organized around the product and brand management decisions that must be made to build, measure, and manage brand equity. Focal objectives are 1) to increase understanding of the important issues in planning and evaluating brand strategies and 2) to provide the appropriate theories, models and research tools to make better branding decisions. Founded on basic marketing principles with particular emphasis on psychological principles in consumer behavior. Prerequisite: MBA 517.
A seminar in which all participants explore the variety of ways that marketing is involved with social issues. Student and faculty examine the roles of marketing in creating or exacerbating social problems as well as its role in relieving them. Topics include materialism, energy and the environment, consumer privacy, sustainable business, controversial products (tobacco, alcohol, guns, etc), and specific issues related to product, price, promotion, and distribution. Classroom activities consist of discussion, case analyses, and guest speaker presentations. Students engage in quarter-long individual socially conscious consumer behavior change projects.
The special marketing challenges faced by start-up firms require focus, planning, and creativity in place of the money, experience, and people that are the strengths of established companies. The course assumes that a venture has identified an idea or a business; it will not specifically address idea generation and evaluation. The course will deal with marketing research, however, for marketing planning and growth. Includes segmentation and positioning, competitive strategy, the 4 Ps (product, pricing, distribution and promotion with special emphasis on Internet and direct marketing), and marketing planning. Prerequisite: MBA 517.
This course provides a practical introduction to the field of Marketing 2.0–word of mouth, social media, and mobile device marketing and an analysis and review of strategic frameworks that consider the roles of word of mouth and social media marketing with an integrated communications program. Recent developments in blogging, consumer-generated-content, viral messaging, and such social media tools as YouTube, Twitter, LinkedIn, and Facebook have fundamentally changed the relationship between marketers and consumers. Students will learn how to use these tools to operationalize marketing principles. The course includes hands-on-projects to develop a word of mouth campaign and live blogging experience. Prerequisite: MBA 517.
This course introduces practices necessary to stimulate ideas and the frameworks and tools required to manage innovation. It is grounded in creative problem-solving models that promote imagination, practical thought and action, and it addresses the innovation processes that transform ideas into goods and services.
See administrative office for prerequisites and course descriptions.
The study of international marketing in the context of a foreign country. Course will include travel to the country to observe activities and conditions and to meet with representatives of businesses and other institutions. Location of tour can vary. Check with the department for details.
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Independent study. Individualized reading and reporting on a specific topic approved by an instructor. The program of study and conference times must total 30 hours of study and contact hours for every one-credit taken. Grading option negotiated with instructor for CR/F or letter grade (student option). (1 - 3 credits)