Marketing (MKTG)

This course introduces students to the diverse field of marketing. Students will explore select marketing concepts, from a broad perspective, in order create a plan for career development in the marketing field. This course is suitable for any student curious about marketing as a profession.

Using industry-standard tools, students will learn to apply digital vector techniques to effectively enhance marketing strategies. They will integrate product details and calls to action into marketing materials for improved customer engagement and conversion rates. Students will also create a diverse portfolio of assets like logos, infographics and advertisements, relevant to both traditional and digital marketing, giving students a well-rounded skillset in creative marketing design.

Students will acquire vital skills in visual editing and document styling by using industry-standard tools to create impactful branding and marketing materials. They will build a versatile portfolio through hands-on projects that cater to diverse audiences at different buyer's journey stages-encompassing awareness, consideration, decision-making and loyalty-building. The course empowers students to apply visual marketing and design principles to transform their creative vision into real-world marketing applications.

As a discipline that focuses on creating, communicating and delivering value for the consumer, marketing is essential for the success of both for-profit and nonprofit organizations and individual ideas. Students learn the key elements of marketing such as developing and distributing products, branding, pricing, and designing promotions. Students then use their understanding of the key concepts and tools to solve real-world marketing problems.

Integrated marketing communications includes advertising, sales promotions, packaging, public relations, publicity, personal selling, direct marketing and event sponsorship. Students will be involved in creating, planning, implementing and evaluating client-oriented projects by developing an integrated marketing communication campaign.

This course deals with the behavioral science concepts of individual and group behavior of consumers. The course will stress the application of buyer behavior research to marketing management.

Application of marketing principles to the services sector. The course focuses on review of customer demand for and assessment of services; the employee/customer interface; services operation management; review of the services marketing mix; and development of marketing plans for service organizations.

This course examines retailing from an omnichannel approach that includes both online and offline strategies and tools. Strategies to create an integrated, cohesive approach that allows consumers to move between channels seamlessly will be evaluated.

This course covers techniques and principles, skills and activities that are required to conduct an effective survey project. The course will cover survey planning, survey methods, sampling, survey instrument design, data collection and analysis, and survey reporting. Survey findings are linked to future marketing decision making.

The class covers the foundations of social media including the predominantly used social media platforms, when and how to use each effectively, and a glimpse into the social psychology behind interactions within and across social media platforms.

This course provides an understanding of many aspects of personal selling including preparing for selling, selling techniques and the role of selling in our society.

This course analyzes the policies and procedures in marketing to business buyers. The course provides emphasis on special problems connected with the segmentation and target marketing, purchase, distribution, promotion and development of business­-to­-business goods and services.

Sales leadership guides students through the various leadership styles and the adoption of the appropriate leadership style for various contexts. The use of sales management skills, coaching and mentoring in a professional sales environment are covered. The course includes experiential use of these skills by providing the opportunity to lead a team of students enrolled in MKTG 430.

Examines marketing in international environments, including foreign entry, local marketing in individual countries and global or standardized marketing across many countries. Emphasis is placed on cultural, economic and strategic variables in deciding how to enter and compete in various markets.

The goal of the course is to tie the international logistics concepts and tools to real world situations, preparing students for dynamic decision-making and problem solving. For marketing majors, this elective would complement such courses as global marketing, business-to-business marketing, retail management and marketing analytics and provide students with an understanding of one of the key elements of marketing: place/physical distribution, from an international perspective.

This course focuses on customer relationship management (CRM), which views customers as assets of the firm and the goal is to create value for both customers and businesses. Students will gain experience using analytics and technology to make data-driven decisions that improve sales and marketing strategies.

The purpose of this class is to build on the selling skills first learned in MKTG 430. It will focus on enhancing existing skills and learning new ones in order to even better prepare students for a successful career in sales. In addition, students may be selected to compete in regional or national sales competitions during the semester.

Studies the culture and demographics of the Internet and examines online business strategies. Students will learn the hardware and software tools necessary for Internet commerce, identify appropriate target segments, develop product opportunities, price structures and distribution channels over the Internet and execute marketing strategy in computer-mediated environments.

With an applied focus, this course introduces students to some of the most important and fastest growing sectors in digital marketing. Students apply marketing theories in a uniquely applied manner as they become active learners involved in online marketing campaigns, facing real pressures similar to those in the professional workplace (i.e., account management, client relationships, financial constraints, market competition, time limitations, technology, etc.). Student teams will plan and execute paid search, display advertising, paid social or other campaign types for actual clients. Throughout their campaigns, students continually make decisions based on real world data and market conditions.

The process of developing new products will be developed and explored. The marketing tasks which are unique to this operation will be investigated. An understanding of the marketing management of products throughout their life cycles will complete the course.

This course focuses on the use of information technology and marketing metrics to increase marketing productivity. Students learn how to evaluate marketing strategies and performance using database queries and statistical analysis. Information technologies are applied in market segmentation and target marketing, lifetime value analysis and RFM (recency, frequency and monetary value) analysis.

Case studies are used to develop analytical and decision-making skills. Knowledge gained from previous course work is applied to actual circumstances faced by marketing managers in private, public, profit and not-for-profit organizations. Extensive preparation of case materials outside of class provides the basis for case presentations and discussion of case situations in class.

Designed to give capable students in marketing an opportunity to complete independent study under faculty supervision.

A course providing an opportunity to work in and deal with local industry to gain insight into the realities of modern business.

This course is designed to allow explorations of areas of current topical concern or to exploit special situations. Course content will vary. For current course content consult your advisor.