MARKETING (MKT)

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Open to highly qualified junior and senior majors.

This course permits the study of selected topics as designated by the instructor. Topics will change each time the course is offered.

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.