Principles of Marketing
Introduction and overview to marketing and the marketing environment. Emphasis on the marketing environment, global marketing, marketing mix, and the interrelationship of the marketing mix and the marketing environment. Topics include distribution channels and the Internet, as well as international marketing and marketing for non-profit entities. Focus is on the notion of marketing management and its tenets as interrelated with the core concepts. 3 Credits (3 Lecture)
Introduction to the principles of selling and its role in the marketing process. Topics center on the techniques and practices used to develop and improve sales skills. Focused on business-to-business sales, the concepts apply to negotiating any form of agreement. The steps in the sales process - before, during, and after - as well as customer-centered problems and solutions that benefit both the customer and the organization are studied. 3 Credits (3 Lecture)
In-depth analysis of the skills and knowledge needed to operate an independent or corporate-based retail establishment. While many functions are discussed, consideration is given to all areas of operations. Topics include marketing, pricing, buying, selling, purchase, inventory control, store design, space utilization, and location. Additional insight is given to the e-commerce component of retail business. (Formerly MKT 247) 3 Credits (3 Lecture) Prerequisite(s): MKT240. As needed.
Marketing Data Analysis
Theory and application in current database, spreadsheet, and web analytics applications used in marketing to analyze trends and solve marketing problems. Skills learned include understanding database structure and query methods as related to marketing and data collection; using spreadsheet functions to graphically recognize and interpret marketing trends; and understanding current web analytics solutions used in digital marketing. Emphasis on digital methods of marketing data collection and interpretation. 3 Credits (3 Lecture) Prerequisite(s): BWM150 and CSC124.
Study that provides the tools and knowledge necessary to think beyond domestic economies and to work in the international arena. Strategic and environmental approaches are utilized by outlining the major dimensions of the economic, social, geopolitical, legal, ethical and financial environments. Study includes conceptual and analytical tools to successfully apply the marketing mix elements to international and global marketing. 3 Credits (3 Lecture) Prerequisite(s): ECO111 and MKT240. Fall Only.
Analysis of methods used to help satisfy marketing and business issues, such as planning, strategy, problem-solving, pricing, or control. Stud includes various marketing research techniques that are generally accepted in the industry today. Emphasis is on understanding what issues can be addressed by marketing research, how to perform marketing research, and how to interpret and utilize the outcomes obtained through market research. In general, marketing research delineates the information required to address an issue, designs the method of collecting information, manages and implements the data gathering process, analyzes and interprets the results, and communicates the findings and their implementation. Course work includes the completion of several small projects and one project that utilizes a computer-based statistical package (the statistical package can be taken with the student after completing the course). 3 Credits (3 Lecture) Prerequisite(s): MKT240 and MTH160 or MKT240 and MTH158. Fall Only.
Study of the "how" and "why" consumers behave as they do and why they make certain decisions: what motivates them, causes them to be loyal, and gets their attention. 3 Credits (3 Lecture) Prerequisite(s): MKT240. Fall Only.
Comprehensive study of the field of advertising, with an emphasis on marketing communications and an understanding of fundamental advertising issues, practices, trends, and strategies. Readings, discussions, group work, and ad analyses focus on the principal problems faced by advertisers and advertising agencies; policies and procedures used for solutions; advertising media evaluation and selection; and layout and copy preparation for effective advertising performance. Additional topics include legal and ethical issues; the impact of technology on advertising media; effective brand position; the product life cycle; and advertising campaign management and budgeting. 3 Credits (3 Lecture) Prerequisite(s): MKT240. Spring Only.
Customer Relationship Management
Study of customer relationship management (CRM) as a key strategic process within all organizations. Course work focuses on process, strategy, and technology while following the CRM process, from understanding the fundamentals of CRM, which includes social media, through the implementation of CRM, and the analysis of CRM data. Topics include the CRM philosophy as well as the systems used to incorporate and integrate information from sales, marketing, and service. 3 Credits (3 Lecture) Prerequisite(s): BIM100 and MKT240.
Introduction to Digital Marketing
Introduction to the wide range of marketing strategies for digital systems such as the Internet, mobile phones, digital outdoor media, video streaming, and instant messaging applications. Course work involves marketing, advertising, e-commerce, management, and communications, including hands-on experience with social and digital marketing tools, creation and critique of digital marketing strategies, and exploratory assignments to examine the effectiveness of these tools. Linking strategy and tactics with results serves as the primary theme of the course. 3 Credits (3 Lecture) Prerequisite(s): BIM100 and MKT330 or BIM120 and MKT330. Spring Only.