A+B. Intro_SJ.1 - University of Maryland University College

ADMN 668 Human Resource Technologies (3)
Recommended: ADMN 662. This graduate-level course provides
an overview of leading human resource (HR) technologies
and how they should be selected, implemented, managed, and
evaluated. This course is relevant for HR managers, senior-level
HR professionals, HR strategists and consultants, and any HR
professional interested in adapting HR processes and functions
to modern technological applications. The course addresses such
topics as best practices in HR technology deployment and management,
and it encourages the alignment of HR technologies
with corporate strategy. Leading HR technologies are covered,
ranging from human resource information systems (HRIS) to
“bolt-on” applications and emerging technologies such as portals,
kiosks, and wireless platforms. A wide variety of Webbased
applications is examined, including online recruitment,
online assessment systems, e-learning, knowledge management
platforms, and various applications to facilitate virtual team
d e velopment. The course addresses funding needs for a technologyenabled
HR department, selecting vendors and consultants, and
documenting a return on investment for HR technology acquisitions.
Moreover, a series of self-development topics will be covered
so that individuals will learn what it takes to transform
from a traditional to a virtual HR professional.
ADMN 685 Strategic Market Planning (3)
This course presents the concepts and techniques for creating
and selecting marketing strategies for an organizational unit that
survives on its ability to provide products and services to other
organizations. This course also discusses trends toward a “marketing
culture” in both public and private institutions and the
implications that this change has for all managers and administrators.
This course concentrates on the role of brand equity in
achieving a sustainable competitive advantage.
ADMN 686 Marketing Management (3)
This course presents theory and practices related to the management
of the marketing function as they would be applied by
managers and administrators in organizations concerned with
“business development.” The course relates to the marketing
of organizational products, programs, and services to either
internal or external clients. Through analysis of case studies and
spreadsheet exercises, the necessity of incorporating marketing
functions with other business functions is demonstrated. The
planning and implementation activities required to attain marketing
goals for the organization are also emphasized. Topics
addressed include the product/service mix, pricing, marketing
communications such as advertising and sales promotion, and
channels of distribution. The course also introduces control
techniques for the overall marketing mix.
ADMN 687 Market Segmentation and Penetration (3)
This course is a study of the cognitive and behavioral bases
underlying consumers’ buying pre f e rences and decision pro c e s s e s ,
intended for managers and administrators who have to evaluate
the efficacy of the firm’s marketing plan. Special emphasis is
placed on the role of the communications strategy (for example,
advertising, promotion, public relations) in achieving the overall
marketing objectives.
ADMN 688 Marketing Intelligence and Research
Systems (3)
Recommended: ADMN 638. Applications of cross-cultural marketing
research methods and techniques useful to managers and
administrators with responsibility for assessing or increasing the
demand for their organization’s product, programs, and services
are presented in this course. Methodologies and special topics
related to the design and completion of marketing research
projects, including the survey, observational, and experimental
methods used in assessing and segmenting markets, are pre s e n t e d .
Special topics in data analysis that are especially useful for marketing
research (that is, focus groups, customer visits, conjoint
analysis, and multidimensional scaling) are covered.
ADMN 689 Integrated Direct Marketing (3)
Prerequisite: ADMN 638 or appropriate background in statistics.
This course presents a systematic approach to integrated
direct marketing. Integrated direct marketing is a process of
precision deployment of multiple media and sales channels (for
example, publicity and public relations, advertising, direct mail,
telemarketing, and field sales channels) that seeks to maintain
contact with the customer at multiple points during the sales
cycle and throughout the long-term relationship with the customer.
Integrated direct marketing is an information-driven
marketing process, managed by database technology that enables
the marketers to develop, test, implement, measure, and appropriately
modify customized marketing programs and strategies.
Specific measurement tools and topics to be examined include
life-time value, performance measurement, cost per million, and
cost per response.
| 118 | 2003–2004 Graduate Catalog