Course Desc: A foundational study of the marketing principles followed to create, communicate, and deliver value for customers. Focus is on the pivotal role of value and customer satisfaction in marketing. Discussion covers strategies, tactics, and all the major components of the marketing process. Students may receive credit for only one of the following courses: BMGT 350, MGMT 322, MRKT 310, or TMGT 322.
Course Desc: An introduction to the various types of digital marketing and the skills needed for each type. The aim is to recognize the various stages in the customer journey and marketing funnel. Discussions explore developing a unique value proposition and assessing the contribution of a SWOT (strengths, weaknesses, opportunities, threats) analysis to a marketing plan. Projects involve developing a digital marketing plan that includes designing a digital strategy to create and deliver value to consumers in a digital world.
Course Desc: Prerequisite: MRKT 310 or MRKT 311. An exploration of the unique challenges and opportunities of marketing within nonprofit organizations. Discussion covers how to apply marketing principles, including strategic planning, branding, public relations, fundraising, and volunteer recruitment, to the nonprofit sector. Topics include the importance of creating a strong brand identity, effectively communicating the organization's mission and values to the public, utilizing various techniques for raising funds, and building relationships with donors.
Course Desc: Prerequisite: MRKT 310 or MRKT 311. A study of the integration of marketing communication strategies to coordinate the marketing mix's components and achieve harmony in messages to customers and other stakeholders. Emphasis is on leveraging various digital tools to achieve customer-centered marketing communications objectives. Topics include the variety of communication modalities encompassed in an integrated marketing communications plan:, digital media (including search, display, and social media), traditional advertising, personal selling, sales promotion, public relations, and direct marketing.
Course Desc: Prerequisite: MRKT 310 or MRKT 311. A study of email marketing techniques as essential components of an effective marketing strategy. The goal is to design email marketing campaigns. Topics include the fundamental concepts of email marketing, legal and privacy regulations, email automation, and the evaluation of success in email campaigns.
Course Desc: Prerequisite: MRKT 310 or MRKT 311. An examination of customer relationship management (CRM) from strategic, operational, and analytical perspectives through the engagement of marketing, sales, and customer service functions with prospective and acquired customers. The goal is to build customer relationships and business processes through effective CRM strategy development and execution. Topics include integrating people, technology, and analytics to effectively bring valued solutions and knowledge to customers and profitable relationships to organizations.
Course Desc: Prerequisite: MRKT 310 or MRKT 311. A study of the increasing importance of understanding consumers in the marketing system. The objective is to assess internal, external, and situational factors in developing marketing strategies; apply internal factors to market segmentation; and formulate marketing-mix strategies. Discussion covers the foundations of consumer behavior (such as economic, social, psychological, and cultural factors) and the influence of well-directed communications. Consumers are analyzed in marketing situations as buyers and users of products and services and in relation to the various social and marketing factors that affect their behavior. Students may receive credit for only one of the following courses: BMGT 451, CNEC 437, or MRKT 410.
Course Desc: Prerequisite: MRKT 310 or MRKT 311. A study of consumer behavior covering what happens before, during, and after the point of purchase with an emphasis on the role of digital media. The objective is to gain insight into how digital media affects consumer choices and behavior. Discussion examines how consumers interpret information received from different sources and how the opinions of other people and groups influence purchase decision making. Topics include consumer behavior, persuasive communications in digital formats, data privacy, and consumer rights.
Course Desc: Prerequisite: MRKT 310 or MRKT 311. A study of the specialized field of marketing research as it is used to identify market needs, profile target markets, test promotional efforts, and measure the effectiveness of marketing plans. The goal is to assess marketing research needs, design and implement a marketing research plan, and use results to formulate marketing strategies. Discussion covers procedures for planning survey projects, designing statistical samples, tabulating data, and preparing reports. Emphasis is on managing the marketing research function. Students may receive credit for only one of the following courses: BMGT 452 or MRKT 412.
Course Desc: Prerequisite: MRKT 310 or MRKT 311. An in-depth study of marketing principles as they relate to the global marketplace. The aim is to apply marketing principles and strategies to a global organization and markets. Discussion covers the influence of internationalization on the U.S. economy, the competitive pressures on the intensifying global markets, and the development of marketing plans tailored to reach international and global markets. Topics also include the political, economic, legal, regulatory, and sociocultural trends affecting international marketing; the dynamic environments in which global marketing strategies are formulated; and the challenge of implementing marketing programs leading to competitive advantage.
Course Desc: Prerequisite: MRKT 310 or MRKT 311. An introduction to social media marketing to increase brand and product exposure and cultivate meaningful relationships with consumers. The aim is to engage with consumers to create an interactive, relevant conversation as part of a dynamic marketing strategy. Discussions explore the current benefits and advantages of social media strategies and campaigns. Projects involve developing social media posts, using best practices for target markets, and evaluating successful campaigns.
Course Desc: (Intended as a final, capstone course to be taken in a student's last 15 credits.) Prerequisites: MRKT 354, MRKT 410, and MRKT 412. A study of marketing that integrates knowledge gained through previous coursework and experience in marketing and builds on those concepts through integrative analysis, practical application, and critical thinking. The aim is to manage the marketing process, perform root cause analysis, formulate alternative solutions, and propose marketing strategies and tactics. Emphasis is on the use of appropriate decision models. Topics include the analysis of consumers and markets. Discussion also covers emerging issues. Students may receive credit for only one of the following courses: BMGT 457 or MRKT 495.
Course Desc: Prerequisite: MRKT 600. A study of how new products are developed and successfully launched in the marketplace. Emphasis is on sustainability practices in product development and subsequent sales and marketing. Topics include product road mapping, Agile and lean production processes, product launch, and product life-cycle management. Sales management topics cover sales strategy, sales metrics and analytics, and effective use of customer relationship management (CRM) tools in the sales processes. Communication and negotiation skills are developed, and compliance with legal and ethical standards is examined.
Course Desc: Prerequisites: MRKT 602, MRKT 603, MRKT 604, and MRKT 608. A comprehensive study of marketing that focuses on long-term planning, goal setting, and the alignment of marketing efforts with an organization's overall business objectives. Topics include the development and implementation of strategies to effectively position a company, its products, or its services in the marketplace to achieve a competitive advantage in a legal and ethical manner. Focus is on developing strategic marketing plans that are adaptable and flexible to respond to shifts in consumer behavior, technology, and the competitive landscape.