Baruch College, The City University of New York [紐約市立大學

行銷管理碩士班 - 教學特色

MARKETING PROGRAM FEATURES

Baruch's one-year Executive Master of Science in Marketing provides students with the necessary tools to actively participate in the exciting and competitive world of marketing. It prepares executives for professional and managerial positions in the entire spectrum of the business world - from small businesses to multinational enterprises.

In this program, you will gain the skills to develop new product strategy, pricing strategy, and advertising strategy. As well, you will learn to enhance distribution, understand customer needs, and stay on the industry's cutting edge.

EMSM 為有心積極參與多元以及競爭激烈的行銷領域人才，提供最必備的技巧工具。課程將提供全方位的行銷專業知識，包括最精闢的分析理論，時代尖端的行銷模式與實務操作技巧，以提供學員最前衛與競爭性的專業能力為使命。課程設計以解決現實世界的真實情況為設計的要領，結合動態的產業現況、競爭者實力分析、企業的資源與需求、市場情報與資訊的評估判斷、新商務模式的應用來增加學員有獨立判斷與解決問題的實力。並致力於協助提供高階行銷之公共關係維護、整合行銷、企業形象、網路電子商務知識。

MARKETING CURRICULUM (3 credits each) - 課程簡介
　

Course Title and Description
Click the course title to view the course description (點選課程標題可瀏覽課程內容)

MKT 9750 - Marketing Strategy 行銷管理策略

Examination of marketing strategy as a tool for optimizing short-term and long-term organizational goals in the dynamic global marketing environment through an analysis of real-world cases. Lectures and text readings provide the basis for translating the cases into marketing strategy concepts.

MKT 9703 - Marketing Management 行銷管理

Examination of the nature and fundamentals of marketing management. The course focuses on the development of a marketing plan and the functional tools available to the marketing manager to implement the plan. It draws specific attention to the planning, organizing, directing, and controlling of the marketing function.

MKT 9702 - Marketing Research 行銷市調研究

Exploration of the development of market research studies through the setting of objectives, the design of surveys and other information-gathering techniques, the collection of data, the interpretation of findings, and the preparation and presentation of research reports.

MKT 9716 - Consumer Behavior 消費者行為

Examination of the psychological, economic, socio-cultural, and decision-making influences on consumer behavior, including a discussion of consumer behavior applications to social marketing.

IBS 9760 - International Business Analysis 國際商務分析

Analysis of the major characteristics of international business: of its economic, political, social, and cultural environments; of key international institutions; and of the problems, policies, and practices in this area. Studied in particular are: (1) evaluating foreign markets; (2) operating in foreign environments; (3) managing far-flung organizations; (4) financing foreign trade and investment and (5) handling foreign-exchange and political risks.

MKT 9780 - Interactive Internet Marketing 網際網路行銷

This course focuses on enabling students to analyze and develop sophisticated interactive marketing programs. The two main objectives are to introduce students to advertising and marketing theories and practices on the Internet and to give students the opportunity to apply this knowledge by developing a Web site for a client and to critique a variety of Web sites.

MKT 9701 - Advertising and Marketing Communications 廣告行銷推展

This course will provide a comprehensive understanding of the rapidly changing field of advertising and promotion from an integrated marketing communications perspective. The focus will be on how the various elements of an organization's promotional mix are combined to develop a total marketing communications program that sends a consistent message to customers. Those elements of the promotional mix will include advertising, direct and interactive marketing, use of the Internet and new media, public relations, trade promotion, and consumer promotion.

MKT 9715 - Current Issues in Marketing 行銷專題

Seminar focusing on current marketing issues, such as environmental marketing; social responsibility in marketing, political marketing; ethical aspects of selling, advertising, and marketing research; and the role of government regulation.

MKT 9730 - Channels of Distribution 行銷通路

Examination of the various channels of distribution through which goods flow from manufacturer to final user, including distributors, wholesalers, retailers, brokers, manufacturers' representatives, sales agents, and others. The course examines the effects of channel decisions on other components of the marketing mix (i.e., pricing and product decisions, promotion, and target consumers).

MKT 9751 - New Product Planning & Development 實務-新產品計劃與發展

Comprehensive presentation of the techniques of product planning and development, including a team approach to product idea generation, concept development, technical and economic screening, and product concept testing and commercialization, including the development of business and marketing plans.

* The University reserves the right to make changes if necessary

MARKETING FACULTY - 教授名單

The Marketing Department's prominent faculty have been recognized internationally as experts in the field of Marketing Research and Consumer Behavior. The faculty will share with you their real-life experiences and insights to better prepare you for your career.

Professor Myung-Soo Lee: Ph.D., State University of New York

Professor Kapil Bawa: Ph.D., Columbia University

Professor Sankar Sen: Ph.D., Wharton School, University of Pennsylvania

Professor Michael Chattalas: Ph.D., Baruch College, CUNY

Professor Hayden Noel: Ph.D., University of Florida

Professor Lilach Nachum: Ph.D., Copenhagen Business School

Professor Charles Gengler: Ph.D., University of Texas at Dallas

Professor Thomas Kramer: Ph.D., Stanford University

Professor David Luna: Ph.D., University of Wisconsin-Milwaukee

Professor Sergio Carvalho: Ph.D., Baruch College, CUNY

Professor Michael Etgar: Ph.D., University of California-Berkeley

Professor Yuhuang Zheng: Ph.D., Columbia University

Marketing Faculty Description

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Updated: 10.24.2008