This one-credit seminar introduces first-year Marketing majors to the foundations of marketing and the wide-ranging career opportunities the field offers. Students will explore key areas of marketing including strategic marketing, digital strategy, consumer behavior, branding, market research, and applied fields through an engaging mix of faculty insights, alumni panels, industry guest speakers, and hands-on workshops. The course emphasizes both the science and creativity of marketing, showing how strategy, data, consumer psychology, and storytelling intersect in real-world practice. Along the way, students will begin building their professional network, gain confidence in their academic and career journey, and discover how marketing connects to business, society, and everyday life.

MKTG 11000 Exploring Marketing: Foundations And Connections

Exploring Marketing: Foundations And Connections

This course provides marketing students with essential skills in data management, visualization, and analysis using Microsoft Excel. Students will explore how to leverage data analytics to inform marketing strategies, optimize campaign performance, and drive decision-making. Hands-on training includes using Excel functions, tables, charts, and PivotTables, with a focus on practical, real-world marketing applications such as segmentation analysis, customer profiling, and campaign ROI assessment.

MKTG 22300 Marketing Excel Fundamentals And Data Analytics

Marketing Excel Fundamentals And Data Analytics

This course aims to provide students with a broad understanding of marketing concepts that are useful to managers in a variety of applications including the marketing of consumer products, marketing of services, business-to-business marketing, and the marketing challenges that arise in not-for-profit organizations. Marketing involves identifying customer needs, then satisfying those needs by offering the right product and/or service at an acceptable price, making it available to customers through appropriate distribution channels, and promoting it in ways that motivate purchase as much as possible. The course serves as a foundation for marketing knowledge in general. No credit for students in the School of Management, except economics majors.

MKTG 32300 Principles Of Marketing

Principles Of Marketing

The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in analyzing and solving marketing problems. The course is also a foundation for advanced elective courses in marketing. Topics covered in the course include customer behavior, market segmentation, product positioning, market research, product management, pricing, promotion, sales force management and competitive analysis.

MKTG 32400 Marketing Management

Marketing Management

This course develops analytical skills for working specifically with "consumer-level" data, focusing on how individual behaviors inform marketing strategy. Distinct from broader marketing analytics, the course primarily emphasizes understanding the decision-making processes of consumers and how these behaviors translate into firm outcomes and strategies. Main topics include churn analysis, segmentation and targeting, customer lifetime value (CLV), intervention assessment, and conjoint analysis - each taught through the lens of identifying more and less valuable consumers. A key objective is to interpret behavioral patterns that drive strategic decisions in marketing and customer management. The course also includes hands-on training in Python, one of the most widely used tools for data analysis and AI development. Students will gain exposure to modern AI and machine learning techniques such as clustering, random forests, XGBoost, and support vector machines (SVM), and apply them to real-world consumer analytics problems. By the end of the course, students will be able to leverage AI tools to derive actionable insights about consumer behavior and design data-driven strategies that align with firm goals.

MKTG 42000 Consumer Analytics

Consumer Analytics

This course covers essential decision models and strategic metrics that form the cornerstone of marketing analytics. Using the insight gained in the course, students can predict the outcome of marketing plans to boost return. This course introduces essential statistical tools, strategic metrics, and AI-assisted methods foundational to modern marketing analytics, with an emphasis on managing effective marketing campaigns. The goal is to demonstrate the substantial benefits analytics brings to marketing decision-making, providing students with practical, coding-based experience supported by AI-driven learning. Emphasizing hands-on application, students will immediately utilize analytical techniques to derive insights from marketing data, enhancing strategic decisions to create value and competitive advantage. Key topics include data visualization, exploratory data analysis, regression modeling, A/B testing, experimental design, customer segmentation, and predictive analytics marketing investment (ROMI). The course emphasizes hands-on learning so students can immediately apply the econometric tools and techniques on a variety of marketing applications. A number of relevant topics are discussed, such as market sizing, forecasting and positioning, promotion budget allocation, and profit maximization. The final piece of this course is guiding the students on how best to craft data-driven presentations to key stakeholders through the use of an experiential learning project provided by an external client.

MKTG 42110 Marketing Analytics

Marketing Analytics

Marketing is increasingly evolving from traditional approaches to leveraging big data and artificial intelligence (AI) to make strategic decisions and drive impactful campaigns. This course offers an immersive exploration into the intersection of data science, artificial intelligence, and marketing strategies, providing students with the knowledge and skills to thrive in the digital era. It will discuss uses of data science tools and AI algorithms in marketing applications, such as personalized marketing, sentiment analysis, and ad campaign optimization. Students will also gain hands-on experience on applying the methods to real-world data.

MKTG 42120 Data & AI-Driven Marketing

Data & AI-Driven Marketing

Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. We will draw on research from psychology, marketing, economics and sociology to learn why consumers behave in the ways that they do. The course focuses on three general topics. 1) Consumers as individuals. We will explore basic psychological concepts like intrinsic motivation, perception, memory, and emotions to help us understand behavior. 2) Attitude change and decision-making. We will examine how consumers search and evaluate alternatives, develop attitudes, and make choices. 3) Consumers in their social and cultural settings. We will examine the interaction between the consumer and multiple external influences. We investigate how social elements (friends, family, etc.) and culture influence behavior.

MKTG 42130 Consumer Behavior

Consumer Behavior

Most U.S. businesses, large and small, are becoming deeply involved in international business. The trend is going to grow even stronger because of the influence of World Trade Organization and regional trade blocks. Under these circumstances, it is imperative that business managers possess the skill sets to adapt their marketing strategies to the needs of international markets. This course will cover the concepts and theories pertaining to international marketing. It is aimed to provide students with skills in formulating a marketing plan for foreign market entry and conducting business in a foreign country.

MKTG 42210 International Marketing

International Marketing

Provides an overview of the new product development process. Detailed insights are provided in the "fuzzy front end" of this process. Targeting positioning, and product decisions are also covered. The second half of the course completes the marketing mix and covers various market testing and product launch issues.

MKTG 42300 New Product Development

New Product Development

This course helps students get familiar with basic concepts, terms, and principals in retail management, understand how to conduct basic marketing research and utilize customer data to make more informed strategic decisions, and apply what they have learned in the classroom to develop effective strategies for a retail business.

MKTG 42410 Retail Management

Retail Management

This course offers a comprehensive examination of the sales management process. Key topics include the principles and best practices of recruiting, selecting, training, compensating, and motivating sales personnel. Additionally, the course will cover strategies for effective supervision and evaluation of a sales team to ensure optimal performance.

MKTG 42420 Sales Management

Sales Management

This course equips students with the knowledge and skills to plan, design, and execute effective marketing research projects that inform strategic decision-making. Students will gain hands-on experience with key research methodologies, including both qualitative and quantitative approaches, and learn to analyze and interpret data for actionable business insights. Special emphasis is placed on evaluating the quality and utility of research findings in real-world marketing contexts. In addition, the course explores the emerging role of artificial intelligence (AI) in marketing research, introducing students to AI-powered tools for data analysis, customer insights, text analytics, and automation of research processes. Students will learn how to integrate traditional research techniques with AI-driven methods to enhance the speed, accuracy, and scope of marketing insights.

MKTG 42500 Marketing Research

Marketing Research

This course is designed to provide an understanding of how to manage a brand, product, or product category. The course concerns issues related to customer behavior and customer decision making, with an emphasis on how to utilize such customer-oriented knowledge for building and maintaining brand equity. This course builds on concepts and topics covered in the core marketing course.

MKTG 42610 Brand Management

Brand Management

Digital marketing is where marketing meets the internet, wireless devices, and other digital media. The course incorporates a variety of topics including online advertising, search engine optimization, participation in social media, online listening and monitoring, and web & social media analytics. Through a combination of lecture, hands-on exercises, established digital platforms, and mini-course projects, students develop capabilities in designing, implementing, and evaluating digital marketing strategies. Students can also gain hands-on learning experience in the course by participating in an online marketing practicum.

MKTG 42710 Digital Marketing Strategy

Digital Marketing Strategy

In this course, students learn to apply marketing concepts to real world marketing problems. Projects are varied and may involve marketing plan development for a start-up, market research, analysis of marketing data, digital marketing, search engine marketing, web design, and social entrepreneurship. Clients include Purdue Marketing Advisory Board members, entrepreneurs working with Purdue's Foundry and Discovery Park, Purdue Research Park start-ups, small and medium-size Indiana businesses, and non-profit organizations. Students are given flexibility in selecting projects of interest. Teams work under the direction of a faculty member. Teams meet regularly with the faculty supervisor and also the project sponsor to review project progress and discuss the next steps towards meeting project requirements. Projects are done in teams, although evaluation is individual. Permission of instructor required.

MKTG 42910 Marketing Practicum

Marketing Practicum

The course covers all aspects of professional selling to help students develop an understanding of sales managers' goals, decisions, and challenges and learn about the tools, frameworks, and insights to diagnose and resolve strategic and tactical issues of selling. These concepts can help all employees promote their own ideas internally and more effectively work with the sales organization to achieve organizational success.

MKTG 43000 Professional Selling

Professional Selling

This course is designed to orient students towards understanding fundamental social media strategies and tactics. Topics this course cover include online engagement models, interactive MKT, digital storytelling, viral MKT, social currency, influencer MKT, social selling, digital service strategy, and social listening tools. Further, this course examines the structural elements of the digital environment by examining brand communities and digital ecosystems. The capstone project for this course is a practicum that involves students consulting non-profits on their social media strategy. Students will work in groups to complete a social media playbook for their selected non-profit.

MKTG 43700 Social Media Marketing

Social Media Marketing

In the era of Big Data, where extensive information is available at the customer level, managers benefit from an increased ability to learn from their customers' behavior. In this scenario pricing becomes a crucial lever for increasing the relationship with the customer and maximizing profits and shareholder value. In this course, students will learn how to systematically approach pricing decisions, taking the perspective of the marketing manager. The course will use a combination of lectures, case discussions and in-class exercises to leverage micro-level transaction data for pricing decisions.

MKTG 43800 Pricing Strategies

Pricing Strategies

The objective of this course is to familiarize students with the methods and frameworks necessary to execute strategic plans in a marketing context. Marketing managers must be able to properly identify the needs of their given consumer base and design strategic plans to align the different dimensions of the marketing mix; such as pricing, promotional campaigns, product characteristics, and the necessary distribution channels, while taking into consideration the offerings of the competitors. To this end, we offer an immersive course, which leverages both lectures and case discussions, to enhance the thought process and presentation of hallmark marketing frameworks.

MKTG 51200 Marketing Management

The purpose of this course is to be able to deliver a marketing message that has both qualitative and quantitative information. The purpose of this course is to equip you with the ability to craft a marketing message that effectively integrates both qualitative and quantitative data. To achieve this purpose, the course aims to understand how to use a Database Management System, mainly SQL will be used to for marketing management and product management. Next, the course aims to understand how to "show data" with a visualization tool, Power BI. With Database management skills and data visualization tools, you can transform raw data with actionable insights to become an effective marketing manager.

MKTG 52020 Analytics For Marketing Managers

Analytics For Marketing Managers

This course exposes students to the issues and activities in brand management. Topics include developing the brand marketing plan, design and execution of integrated marketing communications, testing, launching, and repositioning of brands, creating and managing brand equity, formulating strategies for leveraging and defending brands, product line and category management.

MKTG 52100 Brand Management

The course covers new product development issues including idea generation, concept testing, prototype development, patent protection, and product launch. Student teams generate a new product idea, test the idea with target customers, and develop a product launch strategy.

MKTG 52200 New Product Development

This course enables students to rethink marketing in the evolving digital age and develop capabilities in developing, implementing, and evaluating digital marketing strategies. Topics include: digital marketing strategy framework, search engine marketing, social media marketing, and location-based marketing (mobile).

MKTG 52300 Digital Marketing Strategy

This course introduces modern statistical methods for marketing using big data. Firms are increasingly facing vast amounts of data on their customers and the marketplace, thanks to the rapid development of information technology in the last couple of decades. The challenge is becoming more about how to turn the big data into information and insights to improve firms' marketing decisions and profitability. This course discusses marketing applications for which we may use econometric, statistical, and machine-learning methods to improve and optimize decisions. Students will use RStudio to analyze real-world data and gain hands-on experience on data manipulation, visualization, and analysis. Intro-level Statistics/econometrics (at the level of STAT 35000 or ECON 47200) and R coding experience (comfortable with manipulating data, plotting, defining functions, using for loops, and running linear and logistic regressions in R) are required prerequisites.

MKTG 52500 Marketing Analytics

Marketing is increasingly evolving from taking traditional approaches to leveraging big data and artificial intelligence (AI) to make strategic decisions and drive impactful campaigns. This course introduces modern statistical/ML methods and Gen AI tools for marketing at scale. It discusses marketing applications, such as pricing, personalized marketing communication and promotion, and consumer sentiment analysis, for which we may use Gen AI tools, statistical and machine learning methods to improve and optimize decisions. Students will use Gen AI APIs for efficient marketing content creation at scale and use Python to analyze real-world data and gain hands-on experience on analyzing big data and working with AI/ML algorithms.

MKTG 52610 Data And AI-Driven Marketing

Data And AI-Driven Marketing

Companies today expect their marketing professionals to understand what it takes to develop, implement, and evaluate digital marketing strategies and campaigns. The best way for marketing professionals to gain such expertise is for them to actually build and execute specific digital marketing programs/campaigns using various digital and social media platforms for a real world client. This course offers students a unique hands-on learning opportunity with an online marketing project, each student team is given a budget up to $300 to promote a chosen business or non-profit organization via digital advertising platforms including Google AdWords, Bing Ads, Facebook Business, LinkedIn Sponsored Ads, and Twitter Ads. Students are given flexibility in selecting projects of interest. All students are also expected to pass Google Analytics certification and Google AdWords certification.

MKTG 52710 Digital Marketing Applications

Digital Marketing Applications

Customer Relationship Management (CRM) refers to the selection or identification, acquisition, growth and retention of desired customers to maximize profit. CRM requires a shift in mindset from product-centric to customer-centric management and a new set of tools for understanding and predicting the behavior of current customers. This course focuses on analytical CRM: identifying good prospects and customer acquisition, customer development via up-selling, cross-selling and personalization, customer attrition, retention, and customer lifetime value. While traditional marketing relied on the three pillars of segmentation, targeting and positioning (STP), technological advances have made it possible to obtain customer-level transaction data, and also to target individual customers with a customized marketing mix that is designed to maximize individual customer value. Important strategic questions arise from such a radical shift in marketing mix options, questions such as: How to allocate resources to customer acquisition and to customer retention? Are loyal customers more profitable for firms? Related to these strategic questions are important conceptual and computational issues, such as: What metrics are best used to measure customer profitability? What techniques can be used to identify most profitable customers? How to target profitable customers with customized price, promotion, product, place? This course will equip you with the skills and tools you need to answer such strategic, conceptual and computational questions related to customer relationship management (CRM). Permission of instructor required.

MKTG 52800 Customer Analytics

Customer Analytics

Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. We will draw on research from psychology, marketing, behavior economics and other fields to learn why consumers behave in the ways that they do. The course focuses on three general topics: 1) Consumers as individuals. We will explore basic psychological concepts like intrinsic motivation, perception, memory, and emotions to help us understand behavior. 2) Attitude change and decision making. We will examine how consumers search and evaluate alternatives, develop attitudes, and make choices. 3) Consumers in their social and cultural settings. We will examine the interaction between the consumer and multiple external influences. We investigate how social elements (friends, family, etc.) and culture influence behavior. Consumer behavior is an applied discipline rooted in other social sciences, and you will therefore learn multiple concepts, frameworks and theories. Your job is to master those concepts and use them to organize, explain, and predict consumers' judgments and choices. Ultimately you should be able to identify a consumer behavior issue, select a relevant theory to examine and explain the issue, and apply the theory properly to aid in a managerial decision. You will also learn how to run basic applied experiments in consumer behavior to test your theories with real consumers.

MKTG 52850 Consumer Behavior And Marketing

Consumer Behavior And Marketing

In this course, students learn to apply marketing concepts to real world marketing problems. Projects are varied and may involve marketing plan development for new product or a start-up, market research, analysis of marketing data, digital marketing, search engine marketing, web design, and social entrepreneurship. Clients include Purdue Marketing Advisory Board members, entrepreneurs working with Purdue's Foundry and Discovery Park, Purdue Research Park start-ups, small and medium-size Indiana businesses, and non-profit organizations. Students are given flexibility in selecting projects of interest.

MKTG 52900 Marketing Consulting Projects

Marketing Consulting Projects

The objective of this course is to equip you with tools and develop marketing skills required to address current social media marketing problems. The approach is to learn commonly used social media platforms, Google Analytics, Google Data Studio, Facebook Business Suite Insights, etc., to understand user behavior and communicate with your audience. In addition, social media trend analysis will be conducted using Python in conjunction with web APIs. The goal is to become familiar with quantitative techniques to understand the target market.

MKTG 53900 Analytics For Social Media Marketing

Analytics For Social Media Marketing

Graduate-level variable-title course focusing on strategic and emerging marketing topics. Emphasis is placed on advanced analysis, innovation, and strategic decision-making in dynamic markets. Permission of instructor required.

MKTG 59000 AI: Marketing + Strategy

AI: Marketing + Strategy

MKTG 59000 Fund Of Healthcare Marketing

Fund Of Healthcare Marketing

This course deals with the challenges of marketing to commercial enterprises, government organizations, and non-profit institutions. It covers topics including organizational buying behavior, launching and management of new high tech products, beta testing, customer relationship management, and the importance of manufacturing-marketing coordination.

MKTG 62300 Business Marketing

Business Marketing

The purpose of this course is to develop skills in the planning and execution of market research studies designed to acquire useful information for marketing decisions. It aims to familiarize students with techniques of research design, data cleansing and collection, and analysis procedures. Students will also be exposed to (cutting-edge) analysis techniques that are suitable for advanced methods. Emphasis is placed on executing a marketing research project that is intended for the students to have a first-hand experience to illustrate the concepts and methods from such techniques.

MKTG 62500 Marketing Research

Treatment of theoretical marketing models. Study of marketing models in research setting.

MKTG 62600 Seminar In Marketing Models

Seminar In Marketing Models

The course enables participants to formulate a systematic framework for approaching the problem of pricing a product, and more generally, a product line. The concepts and analytical methods necessary to develop such a framework are explored and incorporate marketing, competitive, and legal aspects. The course will use a combination of lectures, case discussions and exercises.

MKTG 63800 Pricing Strategies And Algorithms

Pricing Strategies And Algorithms

Advanced graduate-level variable-title course emphasizing research-informed and strategic marketing analysis. Topics may include advanced analytics, global marketing, or emerging consumer trends. Permission of instructor required.

MKTG 69000 Marketing Workshop

Marketing Workshop

This course offers students a overview of current trends and key topics explored by quantitative marketing researchers. The instructors will select classical articles alongside cutting-edge studies. The seminar aims to equip students with the skills to identify interesting research questions, positioning research in the literature, collect suitable data, select appropriate models for analysis, and craft impactful research papers. Permission of instructor required.

MKTG Courses

An unofficial catalog for Purdue courses made by Purdue students.GitHub·Maintained byBoilerexams··Join the team

MKTG Courses

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An unofficial catalog for Purdue courses made by Purdue students.GitHub·Maintained byBoilerexams··Join the team