Department of Marketing

Associate Professor: Bridget Leonard (Chairperson); Assistant Professors: Elena Elkanova, Dongeun Kim; Professors of Practice: Zachary Daniels, Gregory Walsh; Lecturers: Paul Bailey, Eric Hill, Lauren Howe, Christopher Webber.

The Department of Marketing offers majors and minors that, when combined with substantial background in the liberal arts disciplines, provide students with the knowledge and skills valued by the business world. Our majors also focus on helping students build socially responsible lives with ethical cores.

Mission Statement 

The Department of Marketing offers undergraduate programs of study in marketing. These programs are part of the University’s professional studies. The department’s mission is to create a challenging learning environment that prepares students for professional employment in the private, public, and nonprofit sectors and/or graduate study. Assumption University has a strong liberal arts tradition, and these programs augment the liberal arts courses by developing business students who:

  • gain fundamental knowledge, concepts, and theory of the disciplines we teach;
  • are proficient in technical and professional skills related to the disciplines we teach;
  • understand and can perform in a professional environment that is multi-cultural and global;
  • possess the knowledge and ability to understand ethical reasoning and act in a socially responsible manner;
  • can exercise critical thinking and creative problem solving skills and know how to make decisions;
  • are able to communicate effectively;
  • are able to relate well to others and to perform well as an individual or as part of a team.

Programs of Study

Courses

BUS 399: INTERNSHIP IN BUSINESS

Credits 3
This course is open to junior/senior students approved by the instructor who meet the University-wide internship standard of a minimum GPA of 2.8. It provides the interning student with a valuable experiential learning opportunity, and includes field-based training experience in either the private, industrial, not-for-profit, or governmental sectors. Students must attend weekly seminar meetings to complete regular academic assignments and process observations about the internship experience. Students complete a major paper that links theory in the field to the internship experience.

BUS 444: HONORS CAPSTONE IN BUSINESS

Credits 3
In this course, each student will produce an independent research thesis in business. The capstone work will entail a faculty-student research project directed by a Business Studies faculty member. (The project was proposed and approved during the Honors Seminar.) A summary of the capstone work will be presented at the Honors Colloquium at the end of the semester.

MKT 101: PRINCIPLES OF MARKETING

Credits 3
This introductory course assesses the impact of environmental forces on the practice of marketing. Students will learn the fundamentals of the marketing mix. The course covers the following: target market identification, market research, consumer behavior, product positioning, distribution, communications (personal selling, advertising, sales promotion, and public relations), and pricing decisions.

MKT 250: MARKETING RESEARCH

Credits 3

This course provides a fundamental understanding of how leading businesses use marketing research to develop deeper marketing insights. Marketing is an intensely data-driven field, and a good marketing manager must be comfortable directing, using, and interpreting marketing research studies. Marketing research is often used to investigate the consumer experience, develop deeper insight into the needs of the consumers, and to aid marketing managers in making decisions around new advertising campaigns, new product development, finding new markets, and adapting to the changing business environment. In this course, students will learn to design, conduct, analyze, interpret and present marketing research studies using the most common marketing research techniques including interviews, focus groups, observations, surveys, and field experiments.

MKT 260: QUANTITATIVE MARKETING RESEARCH

Credits 3
Marketing is an intensely data-driven field, and a good marketing manager must be comfortable directing, using, and interpreting marketing research studies. Marketing research is often used to aid marketing managers in making decisions around new advertising campaigns, new product development, finding new markets, and adapting to the changing business environment. In this course, students will learn to design, conduct, analyze, interpret and present marketing research studies using the most common quantitative marketing research techniques including surveys, a/b tests, and experiments.

MKT 270: QUALITATIVE MARKETING RESEARCH

Credits 3
This course covers the core principles of qualitative marketing research. Qualitative marketing research is often used to investigate the consumer experience, develop deeper insight into the needs of the consumers, and overall find answers to the "why" of consumer behavior. In this course, students will learn to design, conduct, analyze, interpret and present marketing research studies using the most common qualitative marketing research techniques including interviews, focus groups, ethnography, and observations.

MKT 308: CONSUMER BEHAVIOR

Credits 3
This course is an in-depth examination of the processes involved when individuals or groups select, purchase, use, and dispose of products, services, and ideas to satisfy their needs and wants. Understanding consumer behavior from the complex perspectives of environmental, individual, and psychological influences provides a foundation for the formulation of effective marketing strategies.

MKT 310: ADVERTISING

Credits 3
This course is an in-depth treatment of all of the activities involved in presenting a non-personal, sponsor-identified message about a product, service, or organization to the consumer. Topics included are advertising campaign objective-setting, message creativity and development, optimal media mix selections, and advertising agency coordination.

MKT 312: SALES MANAGEMENT

Credits 3
This course examines all facets of the personal communication process used to persuade a prospective customer to purchase a good, service, or idea. This is accomplished from both the perspective of the salesperson and the Sales Manager. Included in this in-depth examination are topics, such as outbound and inbound (800 and 900) telemarketing, types of sales organizations, the personal selling process, sales force recruitment and selection, sales force motivation, and compensation.

MKT 314: SERVICES MARKETING

Credits 3
This course examines the marketing of services from the perspective of managers responsible for the day-to-day execution of business plans and strategies. Topics include: the Nature of Services, the Service Consumer, Service Delivery Systems, Services Management, Services Marketing Communications, and Services Pricing Strategies.

MKT 316: PUBLIC RELATIONS

Credits 3
This is a practitioner-level course which melds business goals and the writing process to deliver a set of skills which bridges the information gap between organizations and their publics. Topics include: Basics of Style, Media Relations, Press Releases, Brochures, Newsletters, Magazines, Annual Reports, Media Copy Writing, Speech Writing, and the use of Web Pages.

MKT 322: BUSINESS-TO-BUSINESS MARKETING

Credits 3
The purpose of this course is to introduce you to business-to-business marketing by identifying the distinctive characteristics of the business market, exploring the way in which organizations make buying decisions, and isolating the requirements for marketing strategy success. The course also provides a perfect vehicle for profiling leading business marketing firms such as IBM, Cardinal Health, Cisco Systems, Dell Computer, and others that demonstrate best practices in marketing strategy. Because more than half of all business school graduates are employed by firms that compete in the business market this is a relevant and useful field of study.

MKT 326: DIGITAL MARKETING STRATEGIES

Credits 3
This course is designed to teach students how to integrate the Internet into marketing and business communication functions. The objective of this course is to increase students’ understanding of the complexity of marketing goods and services on the Internet. This will be accomplished through an analysis of the technology from a marketing/communication perspective. Students will study the concepts and business models of electronic commerce as these relate to the development and implementation of successful Internet strategies.

MKT 327: SOCIAL MEDIA MARKETING

Credits 3
This course will cover one of the fastest growth areas within the marketing discipline—social media marketing. Over the last half dozen years, organizations have shifted more of their marketing expenditures from traditional to digital marketing campaigns. Within digital marketing, expenditures for campaigns that involve social media tactics have grown exponentially. Although specific social media platforms or channels such as Facebook, Instagram or Twitter may come and go, the underlying principles behind social media, of engaging present and potential customers with content that they want to share with others, are here to stay.

MKT 328: DIGITAL ANALYTICS FOR MARKETING

Credits 3
This course is designed to teach students how to measure digital activity and implement best practices for using data to inform marketing strategy decisions. Students will work with web analytics, social media analytics, marketing analytics, and dashboards, helping students to make sense of business measurement challenges, extract marketing tactics, and take effective actions.

MKT 329: MOBILE MARKETING

Credits 3
This course introduces students to mobile marketing and its role in the overall marketing strategy. Students will learn how to use various techniques such as text messaging, responsive web design, and QR codes as a way to create consumer interaction through mobile devices. In addition, students will develop an understanding of the laws and ethics surrounding mobile marketing.

MKT 330: PROFESSIONAL SELLING

Credits 3
This course presents, analyzes and evaluates Sales as a profession. As such, the emphasis will be on a career in sales, building relationship, and a strong ethical foundation. In addition, it addresses direct selling skills as they are employed within the realm of the sales cycle. In today’s dynamic environment, it is important to have a complete understanding of sales as a profession from the initial contact with a prospect through closing the sale. This is essential for a company to achieve its revenue goals. In addition, this course includes the topics or relationship selling, ethics, sales communications, and purchasing behaviors. The format of this course, is lecture, case studies and role plays.

MKT 331: DIGITAL SALES

Credits 3
In this course, students will learn to use current digital sales tools and techniques, as well as the latest digital sales and marketing techniques. Converting prospects to sales is an important element of selling, and this course will teach students how to do this in a digital environment. Cybersecurity is also an important element of digital sales, and students will learn how to keep confidential and other sensitive data secure. Finally, students will learn how to develop and design functional project-based websites.

MKT 344: SPORTS MARKETING

Credits 3
Students electing this course explore the various segments of the sports business in the United States and around the world. The course utilizes the basic elements of strategic marketing (consumer, product, price, place, and promotion) and relates them to the business of sports. Topics include the consumer as a sports participant and spectator, the fan cost index, sponsorships, endorsements, event marketing, sports advertisements, sports media, sporting goods, lifestyle marketing, and more.

MKT 346: SPORT MEDIA AND COMMUNICATION

Credits 3
This course introduces students to the role of communications in sports as well as the growing usage of new media technology. Students will explore the various channels for communication within the sport industry and how sport organizations communicate with their target markets and other stakeholders. Areas of focus will include the use of public relations, television, radio, print media, as well as digital technologies. Special attention will be paid to how sport organizations leverage new technologies such as the internet, mobile technology, social networking, streaming video, and user-enhanced content.

MKT 405: STRATEGIC MARKETING

Credits 3
Relying on real world cases, students will learn to apply marketing concepts. This course will develop the application of specific analytic techniques, the ability to distinguish opinion from fact, and the articulation of decisions that can be defended on economic and practical grounds. Cases will cover a wide range of marketing topics, including target market and segmentation, consumer behavior, product strategy and positioning, pricing, promotion, strategy formulation, and optimum use of the marketing mix.

OCM 200: COMMUNICATION THEORY

Credits 3
An introduction to the study of communication, required of all Organizational Communication majors. This course includes a survey of basic theories of the human communication process, and an examination of communication theory in five business related contexts: (1) group communication; (2) persuasion and cultural communication; (3) intra/interpersonal communication; (4) mass communication; and (5) organizational communication. This course is a prerequisite for OCM 299.

OCM 299: CORPORATE COMMUNICATION

Credits 3
Strategic Managerial Communication investigates the role of managerial communication within the organization as a key component of strategy implementation. This course investigates the vital role of communication as a mode of strategy implementation through an understanding of strategy-related management behavior and communication formats. The course examines corporate communication theory, structure and functions that are within the context of organizations’ communicating to internal and external constituencies. Topics include: identity, image, reputation, corporate responsibility, corporate advertising, media relations, internal communications, government relations, investor relations and crisis communication. It is an upper level seminar and capstone course for the major in Organizational Communication.

OCM 301: EMPLOYEE COMMUNICATION

Credits 3
This course explores the critical role of communication in the workplace, focusing on how effective employee communication contributes to organizational efficiency and culture. Students will study topics such as internal communication structures, the role of leadership in shaping communication, interpersonal communication in teams, conflict management, and the use of digital platforms in the workplace. Through case studies, group projects, and practical exercises, students will develop the skills necessary to communicate effectively within organizations and navigate the complexities of diverse work environments. By the end of the course, students will have a deeper understanding of how strong employee communication drives collaboration, enhances productivity, and fosters a positive organizational climate.

OCM 302: LEADERSHIP AND CHANGE COMMUNICATION

Credits 3
This course offers an in-depth exploration of the communication strategies essential for leading effectively and managing organizational change. Students will learn how to communicate vision, motivate teams, and lead through times of transformation. Additionally, the course focuses on the critical role of communication in navigating and implementing organizational change, addressing resistance, and fostering employee engagement. Through case studies, role-playing, and group discussions, students will develop practical skills for managing communication during both planned and unplanned changes within an organizational setting. By the end of the course, students will be prepared to take on leadership roles where they can successfully drive change while maintaining transparency, empathy, and authenticity.

OCM 303: CRISIS COMMUNICATION

Credits 3
Crisis Communications examines the opportunities and challenges organizations face when communicating during crises. This course explores crisis response theories, risk communication, and reputation management while emphasizing proactive planning and real-time decision-making. Students will analyze case studies, develop crisis communication plans, and participate in simulations to apply best practices in responding to diverse stakeholders. Topics include issue monitoring, crisis preparedness, media relations, the role of digital and social media in crises, ethical considerations, and post-crisis recovery.

OCM 333: STRATEGIC MANAGERIAL COMMUNICATION

Credits 3

Strategic Managerial Communication studies communication within the organization as a key component of strategy implementation. This course investigates the vital role of communication as a mode of strategy implementation through an understanding of strategy-related management behavior. The course examines organizational theory within several contexts: organizations communicating to employees and to the outside world, as well as internal communication among employees and supervisors. 

OCM 398: PORTFOLIO MANAGEMENT

Credits 3
Professional communicators must possess sound knowledge of their current skills and abilities as well as an understanding of the expectations of professional employment. In order to remain competitive in today’s changing work environment, professional communicators collect and showcase their skills, abilities, knowledge, and experience in a portfolio. The portfolio development process will assist the student to recognize and document the transferable skills they have already acquired through formal education and informal learning experiences. Students will analyze their prior learning within the context of the communication profession. They will document prior learning (knowledge and skills) and identify skills that they may need or want to develop in the future. The portfolio they develop will include a resume and cover letter, along with a variety of business communication writing samples. The portfolio will help the student develop a learning plan and action plan to enhance his/her competitiveness in the workplace and within the communication profession.

OCM 399: INTERNSHIP IN BUSINESS

Credits 3
This course is designed to provide student interns with a valuable experiential learning opportunity, and includes a field-based internship experience of a minimum of 120 hours for the semester in the private, non-profit, entrepreneurial or governmental sector. Students attend a weekly seminar to discuss organizational behavior and management concepts and to share observations about their internship experiences. Students assess their career competencies, organizational culture preferences, risk tolerances and supervision/feedback requirements to determine their optimal career paths. They also conduct informational interviews with professionals in their career field or industry of interest. All students complete an observation/reflection paper which documents and analyzes organizational theory and applies it to experiential consequences and behavior.