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PROPOSED REVISION TO THE MARKETING CURRICULUM

By Jay Ross,2014-01-20 22:57
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PROPOSED REVISION TO THE MARKETING CURRICULUM

    College of Business & Economics

    INCREASING THE NUMBER OF CREDIT HOURS REQUIRED FOR MARKETING

    CONCENTRATION FROM 9 TO 12

Proposal

Increasing the number of credits required to complete the MBA “marketing concentration” from

    9 credit hours to 12 credit hours and clarify the courses that can be taken for a marketing concentration.

Rationale

    This recommendation is a continuation of changes that began two years ago. As we recruit new faculty and assess the means of offering superior value, we are able to implement these changes. Further changes will be made within two years as new faculty join and other programmatic initiatives are put in place.

    The knowledge base in marketing is expanding rapidly and we believe that by requiring additional coursework marketing students will be better prepared to realize anticipated career opportunities. This increase in credit hours along with a clearer articulation of courses in the marketing concentration, and the planned continuous improvements in our courses will result in a more rigorous curriculum and graduates with superior preparation. With more marketing courses being offered on a regular basis, we are now in a position to implement these changes.

The Requirements for MBA Concentration in Marketing

12 credits from the following 3 credit courses

GBUS 454 E-Commerce and Marketing Strategy

    GBUS 460 Strategic Marketing Management

    GBUS 464 Business-to-Business Marketing

    GBUS 465 Creating Breakthrough Innovations

     (please see attached proposal to rename the title and description of the course) GBUS 466 Marketing Research and Analysis

    GBUS 470 Marketing Communications Strategies

    GBUS 471 Strategic Brand Management

     (please see attached proposal to rename the title of the course)

    GBUS 472 Strategies for Services Marketing

    GBUS 475 Global Marketing Strategies

    GBUS 4XX Pharmaceutical Marketing

    Up to 3 credits can be used to take courses in other areas with the consent of the marketing faculty and the MBA Office to enable the student to make course selections consistent with career plans and to achieve a coherent portfolio of courses.

4. Academic Impact

    A. Is the proposed new program interdisciplinary? No.

    B. Identify any known effects of the proposed new program on other programs at the

    University.

    None.

    C. If there are known effects, individuals in charge of the affected programs must be consulted

    about the proposed new program and the following information provided:

    --

    (1) Who was consulted?

    --

    (2) Is the proposed new program acceptable to all other programs affected?

    --

    (3) Will any changes be required in the affected programs? If so, please describe below:

    --

    D. Does the proposed new program affect the University’s commitment to diversity in any

    way? If so, please describe below:

    No.

5. Resource Impact

    A. Provide impact statements in the four areas listed below:

    (1) Library impact statement (attach statement if provided by LTS) None.

    (2) Computer impact statement (attach statement if provided by LTS) None.

    (3) Faculty impact statement (how proposed program affects load on existing faculty or requires new faculty)

    None.

    (4) Facilities impact statement (how proposed program affects load on existing facilities or requires new facilities)

    None.

    B. Provide a statement indicating who will assume financial responsibility for any new

    resources required:

No change.

    College of Business & Economics PROPOSED NEW DESCRIPTION FOR GBUS 465 (Marketing Strategies for

    New Products and Services 3 credits)

    Proposed Course Changes

1. Current course number, title, course description, and credits (from present course catalogue):

    GBUS 465 Marketing Strategies for New Products and Services

    This course focuses on strategies for the development and marketing

    of new products and services. Illustrative topics covered in the

    course include diffusion of innovations, new product adoption

    models, the role of marketing research in various stages of new

    product development and marketing, product development in

    technologically intensive environment, and so on. Prerequisite: MBA

    404

2. Proposed course number, title, course description, and credits (as it will appear in course catalogue):

    GBUS 465. Creating Breakthrough Innovation

    Most products and services either fail or do average business, but some are phenomenally

    successful. Such products and services that provide phenomenal financial returns and become

    market leaders can be called “Breakthrough Products and Services”. The main objective of the

    course is to improve our understanding of the process of creating breakthrough products and

    services. It is accomplished by in-class discussions of cases, assignments, and the state-of-the-art

    research work in academia and industry. The course concludes with a term-paper that integrates

    the concepts learned from class discussions, reference books, and research papers and applies

    them to a real product. (Prerequisites: Graduate student status plus two years of post-graduate

    work experience).

    3, Nature of proposed change(s)

    A. Course title change? If so, provide rationale below:

Yes, to reflect the coverage of topics in the course.

    B. Course number change? If so, provide rationale below:

No.

    C. Change in course credits? If so, provide rationale below:

No.

    D. Change in course description? If so, provide rationale below:

Yes. This course covers the topic of innovation from a more balanced perspective (i.e., business,

    technology, and engineering). Courses on the topic of innovation have been predominantly

    driven from a technology perspective and focus on the general process of commercialization of

    breakthrough technology. This course looks at all sources of breakthrough financial success (i.e.,

    marketing, operations, manufacturing, technology etc.). It provides an opportunity for the Lehigh

    MBA program to further differentiate itself from other MBA programs. To the best of our

    knowledge there are no other MBA programs in the tri-state area that offer a course that provides

    such a comprehensive perspective on creating breakthrough innovations.

    E. Other change(s)? If so, please describe below and provide rationale for

    each change.

No.

4. Resource Impact

    A. Provide impact statements in the four areas listed below:

    (1) Library impact statement (attach statement, if provided by LTS)

None

    (2) Computer impact statement (attach statement, if provided by LTS)

None

    (3) Faculty impact statement (how proposed program affects load on existing faculty or requires new faculty)

None

    (4) Facilities impact statement (how proposed program affects load on existing facilities or requires new facilities)

None

    B. Provide a statement indicating who will assume financial responsibility for

    any new resources required:

    No new resources are required.

    College of Business & Economics

    PROPOSED NEW TITLE FOR GBUS 471 (Product and Brand Management

    3 credits)

Proposed Course Changes

1. Current course number, title, course description, and credits (from present course catalogue):

    GBUS 471 Product and Brand Management (3)

    This course will focus on theories, models, and other tools to manage brands, products, and

    product lines. Specific attention will be focused on building, measuring, and managing brand

    equity. The course will be a mixture of lectures, discussions, case analyses, and group exercises.

    (Prerequisite: MBA 404)

2. Proposed course number, title, course description, and credits (as it will appear in course catalogue):

    GBUS 471 Strategic Brand Management (3)

    This course will focus on theories, models, and other tools to manage brands, products, and

    product lines. Specific attention will be focused on building, measuring, and managing brand

    equity. The course will be a mixture of lectures, discussions, case analyses, and group exercises.

    (Prerequisite: MBA 404)

3, Nature of proposed change(s)

    A. Course title change? If so, provide rationale below:

Yes, to reflect the coverage of strategic topics in the course.

    B. Course number change? If so, provide rationale below:

No.

    C. Change in course credits? If so, provide rationale below:

No.

    D. Change in course description? If so, provide rationale below:

No.

    E. Other change(s)? If so, please describe below and provide rationale for

    each change.

No.

4. Resource Impact

    A. Provide impact statements in the four areas listed below:

    (attach statement, if provided by LTS) (1) Library impact statement

None

    (2) Computer impact statement (attach statement, if provided by LTS)

None

    (3) Faculty impact statement (how proposed program affects load on existing faculty or requires new faculty)

None

    (4) Facilities impact statement (how proposed program affects load on existing facilities or requires new facilities)

None

    B. Provide a statement indicating who will assume financial responsibility for

    any new resources required:

    No new resources are required.

    College of Business & Economics

    Proposed Course Changes

    (from present course 1. Current course number, title, course description, and credits catalogue):

    GBUS 461 Advertising and Promotion Management (3)

    A broad overview of managerial decisions involved in developing, planning, presenting, and

    implementing advertising and promotional activities for business and not-for-profit organizations.

    Analysis of current campaigns and a term project are semester assignments. Prerequisite: MBA

    404.

2. Proposed course number, title, course description, and credits (as it will appear in course catalogue):

    --

3. Nature of proposed change(s)

    A. Course title change? If so, provide rationale below:

    B. Course number change? If so, provide rationale below:

    C. Change in course credits? If so, provide rationale below:

    D. Change in course description? If so, provide rationale below:

    E. Other change(s)? If so, please describe below and provide rationale for

    each change.

    Deletion of Course from the Catalog because GBUS470, Marketing Communication Strategies

    will cover the content of GBUS461.

4. Resource Impact

    A. Provide impact statements in the four areas listed below:

    (1) Library impact statement (attach statement, if provided by LTS) None

    (2) Computer impact statement (attach statement, if provided by LTS) None

    (how proposed program affects load on existing faculty or requires (3) Faculty impact statement new faculty)

    None

    (4) Facilities impact statement (how proposed program affects load on existing facilities or requires new facilities) None

    B. Provide a statement indicating who will assume financial responsibility for

    any new resources required:

Not applicable

    College of Business & Economics

Proposed New Course

1. Proposed new course number and course description (as it will appear in

    course catalogue):

GBUS 462 Pharmaceutical Marketing (3 credits)

    The course provides an introduction and overview of the various healthcare system

    components as they relate to the pharmaceutical industry. This course will (1) focus

    on product decisions of the firm, requiring an occasional shift in focus from that of

    corporate management to that of operating managers of new product activities or

    established brands; (2) recognize the importance of marketing research as input to

    product decisions; (3) take a managerial orientation; (4) recognize the need to tailor

    product policy approaches to the characteristics of the decision-maker and the firm.

    Prerequisites: Graduate student status.

2. Instructional mode (lecture, recitation, laboratory, seminar, independent study,

    or other) and number of contact hours per week: The course will be a mixture of lectures, discussions, case analyses, and group exercises. Contact

    hours per week: 3

    3. Rationale for proposed new course:

The offering of this course is consistent with the proposed enhancements in the MBA marketing

    concentration, and with College level initiatives in bio and pharma areas. In addition, this course

    has been offered on an experimental basis during the last two years as a special topics course.

    This proposal aims to formalize the offering.

4. Academic impact on programs affected by new course:

    A. Is the proposed course to be cross-listed?

No.

    B. Identify any known effects of the proposed new course on other programs

    at the University.

This course will be a component in the new M.S. program in health economics.

    C. If there are known effects, individuals in charge of the affected programs

    must be consulted about the proposed new course and the following

    information provided:

Not applicable as this is only a formalizing an existing course

    (1) Who was consulted?

--

    (2) Is the proposed new course acceptable to all other programs affected?

    --

    (3) Will any changes be required in the affected programs? If so, please

    describe below:

    --

    D. Does the proposed new course affect the University’s commitment to

    diversity in any way? If so, please describe below: No.

5. Resource Impact

    A. Provide impact statements in the four areas listed below:

    (1) Library impact statement (attach statement if provided by LTS) None.

    (2) Computer impact statement (attach statement if provided by LTS) None.

    (3) Faculty impact statement (how proposed program affects load on existing faculty or requires new faculty)

    None.

    (4) Facilities impact statement (how proposed program affects load on existing facilities or requires new facilities)

    B. Provide a statement indicating who will assume financial responsibility for

    any new resources required:

    No change; the course is being already taught as an experimental course

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