Althouse Hall Room 210
INBM 240 Marketing in a Global Context
The primary objective of this course is to identify how companies identify and satisfy their customers' needs. Not only are the "4p's of marketing" covered (product, price, promotional programs like advertising and public relations, and place or distribution), but working with a specific semester-long case, you will learn how to manage an integrated marketing program. We will also examine other important aspects of marketing: market research, new product development, consumer behavior, ethics, competitive analysis and strategic planning, and marketing internationally and on the Internet. Field trips and videos are used to reinforce the ideas presented in the classroom. Prerequisite: 100 or permission of the instructor. 110 is recommended but not required.
INBM 300 Big Data in Business
The rise of Big Data has revolutionized our ways of perceiving and understanding the world across micro and macro levels (from decoding the human genome to predicting the result of the U.S. presidential election based on Facebook data). This is an introductory course designed to familiarize students with both the major quantitative and qualitative aspects of big data, with a particular focus on applications in the real business world—for example, tracing the formation of trust among strangers in the “sharing economies.” Quantitatively, the course introduces the essential skills of managing, analyzing, and presenting data, using mainstream software packages and programming languages such as R and Python. Qualitatively, it covers the basic ideas of building the software and hardware infrastructure for a big data business system, explores various questions and problems (in business and other areas) that can be creatively addressed utilizing big data, and scrutinizes the corresponding cognitive, sociological, and ethical implications.