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 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 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

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 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

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

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

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

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 Courses

BoilerClassesis an unofficial catalog for Purdue courses made by Purdue students,
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MKTG Courses

.css-1o363pe{width:var(--chakra-sizes-4);height:var(--chakra-sizes-4);}BoilerClassesis an unofficial catalog for Purdue courses made by Purdue students, based in West Lafayette, Indiana. We'd love to hear your feedback!

BoilerClassesis an unofficial catalog for Purdue courses made by Purdue students,
based in West Lafayette, Indiana. We'd love to hear your feedback!