The course is designed to help D.B.A. candidates develop both an appreciation for the intellectual growth of marketing as an academic discipline and a set of skills related to the practice of marketing management. Students will be exposed to the role of marketing in a modern organization and, through the use of case, lecture, and market modeling assignments, will develop skills in planning and executing marketing programs. Students will examine the intellectual underpinnings of marketing as a discipline by examining the development of marketing theories from both a historical as well as philosophical basis. In doing so, they will also be exposed to the basic issues involved with doing scientific research in the social sciences. Prerequisite: Graduate level marketing.

( GMP 5070 OR MKT 5070 OR GMP 5833 OR MKT 5833 )

A. Entrance Competencies
1) An understanding of principles of marketing management at an MBA level.
2) Exposure to psychological, sociological and anthropological theories of human behavior.
3) Micro-economic theories of consumer choice, and profit maximization under different market structures.
4) Basic probability theory and inferential statistics.

B. Exit Competencies
1) Develop an awareness of marketing as an intellectual discipline and an appreciation and knowledge of where it has been, how it has developed and in what direction it is heading.
2) Understand and appreciate the breadth of the marketing discipline and the impact of emerging technologies on the growth and progress of the discipline.
3) Understand and critique practitioner reports and academic research in marketing.
4) Become familiar with the major research issues in marketing especially in how the practice of marketing is being influenced by new media and digital technologies.

1. Required Materials


1. Textbooks

NO TEXTBOOK REQUIRED


APA Manual
The APA Manual is a recommended textbook for all courses.
Effective July 1^st 2009, the 6th edition of the APA Manual is recommended for all courses.

NSU Bookstore
Textbooks and Case Studies may be purchased from the NSU Bookstore (located in the University Park Plaza) by calling 1-800-509-2665 or online at http://www.nsubooks.bkstore.com.

The NSU libraries comprise the Alvin Sherman Library, Research, and Information Technology Center, East Campus Branch Library, Health Professions Division Library, Law Library and Technology Center, North Miami Beach Branch Library, University School Library Media Centers, and the William S. Richardson Ocean Science Library. Students are strongly encouraged to visit one of the physical locations and/or take advantage of the vast electronic library available for research. For more information, please visit http://www.nova.edu/library.

Please note that all required and recommended materials should be referenced in APA style.