Marketing & Management Track

This course provides an overview of the concepts, technologies, and tools necessary to support and improve electronic commerce, with emphasis on tools and methodologies for measuring and enhancing digital presence. The two major areas covered are web analytics and search analytics. Through a semesterlong group project, the course focuses on how these concepts can be used to measure, analyze, and improve user experience, web traffic, and conversion rates.

The primary objective of Project Management is to provide a blend of theoretical knowledge and practical skills necessary for the effective management of projects. To this end, the course is closely tied to the Project Management Body of Knowledge (PMBOK, as espoused by the Project Management Institute) and consists of seminars on such topics as planning, stakeholder management, human resource management, global/virtual teams, risk management. Prerequisites: Restricted to M.S. in Commerce students.

Consumer Behavior and Pricing Strategy integrates our understanding of consumers from research in marketing, psychology, and behavioral economics. We take the perspective of a marketing manager and employ this knowledge to develop, execute, and implement effective marketing strategies. Prerequisite: M.S. in Commerce students only

This course exposes you to the knowledge and skills required of 1) brand managers as they successfully launch and manage branded products/services over time and 2) brand consultants who consult brand managers on the best strategies and techniques for managing brands. You will also learn the process for conducting a brand audit through a group semester project.

This course examines ways to design, develop, and execute effective integrated, web, and social marketing programs. The course uses a business planning model that allows students to justify, build, and execute social and digital marketing programs with bottom-line ROI. Students learn to identify and measure high-value market segments, use web and social research to evaluate competitors, and convince management of the value of digital and social marketing.

Developing innovative products is the lifeblood of the firm, yet many product introductions fail due to improper design, unrealistic expectations or a failure to understand the consumer. This course dissects the new product development process, including creative ideation, concept testing, prototyping, and entry strategies. Concepts such as open source innovation, disruptive technologies, and the diffusion of innovations are also considered.

This course aims to provide students with a practical understanding of artificial intelligence technology. It covers key factors for the successful development, deployment, and management of AI, machine learning, and other algorithmic approaches to automated decision-making. Students will better understand the societal impacts of AI, ethical considerations in the use of AI, the limitations of AI, and approaches to balance AI risks and benefits.

This course introduces students to sustainability reporting and environmental, social, and governance (ESG) issues, attempting to give a more expansive view of organizations’ financial, social, and environmental performance. Students will critically evaluate current sustainability metrics, attempt to quantify and compare firms’ sustainability efforts, and discuss the challenges behind adopting rigorous, universal sustainability standards.

Commerce for the Common Good courses (e.g., Race in Commerce; Value, Gender & Ambition at Work; Reimagining Global Capitalism)

The course provides an overview of the fundamentals necessary to conduct data analytics with Python, including understanding Python objects, data types, structures, packages, and data flow statements and reading, writing, manipulating, and plotting data. Students perform predictive analytics via machine learning using industry-standard packages.

Students learn how to communicate effectively with data and data structures. This includes how to evaluate potential sources of data; aggregate data values from multiple sources; and compile creative, professional, and descriptive visualizations from that data. Students learn the best type of chart or figure for different situations and how to format those visualizations to maximize the impact to the viewer.

This course provides students with an introduction to how to effectively fill the role of project manager. It covers a blend of conceptual knowledge and practical skills necessary for the effective management of complex projects.

This course provides a broad overview of management consulting and other related advisory services professions while also helping students develop skills that are broadly applicable in these professions as well as in other fields (business, politics, not-for-profit, etc.). Working both individually and in teams, students gain an appreciation of what makes consulting and advisory services unique from other areas of business.