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BUMK Marketing ( The Robert H. Smith School of Business)BUMK701 Marketing Research Methods; (3 credits) Grade Method: REG/AUD.Cannot be repeated for 3 credits.. Prerequisites: BUSI 630 and BUSI 650. Credit will be granted for only one of the following: BMGT 752 or BUMK 701. Formerly BMGT752. The process of acquiring, classifying and interpreting primary and secondary marketing data needed for intelligent, profitable marketing decisions. Evaluation of the appropriateness of alternative methodologies, such as the inductive, deductive, survey, observational, and experimental. Recent developments in the systematic recording and use of internal and external data needed for marketing decisions. BUMK736 Service Marketing; (3 credits) Grade Method: REG/AUD. Cannot be repeated for 3 credits. Prerequisite: BUSI 650. Examines special challenges service marketing poses for managers because of the intangible, heterogeneous nature of the product, and the critical role of customer contact employees in service delivery. Strategies for meeting these challanges are addressed. Topics include 1) customer relationship management, 2) the design and execution of the service delivery process, 3) the development and implementation of employee customer service skills, 4) the measurement and management of critical outcome variables, such as customer satisfaction, customer equity, and customer lifetime value, and 5) the role of emerging technology in customer service.
Any remaining seats in BUAC courses will be available to the following groups of students: Students admitted/graduates of UMCP master or PhD program and students admitted/graduates of an AACSB-accredited masters program. Students outside the department should contact the Smith School of Business Masters Program Office starting the first day of registration for specific instructions on how to request a BUAC course. Requests for courses will be reviewed approximately two weeks before the start of the semester. For all course sections with GS, class will be held at the Shady Grove Campus. For all course sections with DC, class will be held at the Ronald Reagan Building/International Trade Center. For all course sections with BA, class will be held at the UMAB School of Nursing.
BUMK753
International Marketing;
(3 credits)
Grade Method: REG/AUD.
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