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WebTycho Graduate School of Management & Technology – Programs
DMBA 603 The Marketing of New Ideas (6) (Formerly AMBA 603D)
A study of the processes of strategic marketing and the development of new products from the perspective of understanding customers and cultivating and nurturing customer relationships. Such increased understanding is achieved through the effective flow of knowledge resources within and external to the organization, with an emphasis on the importance of market research, customer relationship management, data mining, demand forecasting, and market planning. As a managerial process, marketing is the way in which organizations determine their best opportunities and avoid major threats in a constantly changing marketplace. The managerial philosophy of marketing puts central emphasis on the customer, but does not lose sight of the competition and the environment in which it operates. Accelerated technological change, major ethical business decisions, and increased globalization exert substantial pressure on organizations to develop and transform their goods, services, and marketing programs. Stable product design and long production runs are no longer the norm. Topics covered include the increasing importance of electronic commerce as it relates to the distribution, promotion, and pricing of consumer and business pro-ducts. Marketing applications and the effectiveness of various e-commerce strategies in an emerging new economy are explored. In addition, the important topics of ethics and social responsibility are investigated within the context of strategic marketing management and the current business climate.
DMBA 604 Technology and Operations Management (6) (Formerly AMBA 604D)
Seminar focusing on three key areas of modern business functional management: project management, operations management, and information technology management. Effective managers need to understand the principles and techniques of management in these areas. For instance, the fast pace of product innovation and decreasing product life cycles today mandate that managers possess effective project management skills. Further, managers continually restructure business processes in order to maintain or improve operational efficiency and effectiveness, which is the heart of sound operations management. In support of this purpose and many others, managers should also be able to quickly but critically acquire, analyze, and deploy business information, which requires an ability to manage information technology, that is, automated information systems and information security.
DMBA 606 Organizations and the External Environment (6) (Formerly AMBA 606D)
An overview, global in scope, of various types of business organizations and environments that shape organizational decisions. Approached from an opportunities and risk perspective, emphasis is placed on the regulatory structures, legal systems, governance models, and policy making that define the internal and external functions of business at the confluence of local, state, national, and international affairs. Major theoretical approaches and issues guiding the seminar include critical thinking, international ethics, business sustainability, social responsibility, and the impact of economics and technology. The study functions as a term-long team project comprises group, subgroup, individual, and conference activities enhanced by Web- and media-based resources and some teleconferences. A significant shift is required in conceptual development from local and national focus to international and local thinking, and from an emphasis on individual performance to an emphasis on effective teamwork.