Full Course Description List:

MRKT Courses

5 credits

Students examine basic marketing functions and the execution of successful marketing processes. They gain a fundamental understanding of marketing concepts, practices, terminology, associated technologies, and practical applications including customer relationship management.

BS in Accounting

Prerequisites

• BUSI 1001 or BUSI 1002

BS in Business Administration

Prerequisites

• BUSI 1001 or BUSI 1002

BS in Communication

Prerequisites

• BUSI 1001 or BUSI 1002

All Other Programs

Prerequisites

• BUSI 1002

5 credits

Successful business strategies and policies depend on effective marketing management processes and knowledgeable leaders. Through this course, students have the opportunity gain the creative decision-making skills required to develop and implement strategic marketing programs. Students learn about fundamental concepts and elements of marketing, including marketing mix, channels of distribution, and industrial and international marketing. They evaluate current events and contemporary business case studies to develop a real-world understanding of the development, organization, implementation, and control of the marketing plan.

Prerequisites

• MRKT 3001

5 credits

Keeping with the 21st-century shift to globalization, businesses often need to extend their services beyond their home country to keep a competitive advantage. In this course, students explore the cultural, legal, technological, and financial aspects of various countries to understand the driving forces of marketing within a multinational framework. In addition, students learn to apply the tools of the marketing management process to the international environment. Through this course, students work toward gaining the strategic decision-making skills that professionals use to compete in the global marketplace.

Prerequisites

• MRKT 3001

5 credits

Marketing a service requires a different approach than marketing a traditional product. Services and products each serve different emotional, physical, and intellectual needs, so marketers must learn to present them strategically to consumers. In this course, students evaluate how service marketing differs from product marketing. They explore concepts such as the service marketing mix, total quality management, customer perceptions of services, and the pricing of services. They assess and discuss the role of pricing, the importance of adopting strategies, and the role of service environments. For a practical understanding of the service industry and marketing, students develop a comprehensive plan in the context of real-world service challenges.

Prerequisites

• MRKT 3001

5 credits

In this course, students examine foundational concepts in global marketing. Examples and cases cover both developed and developing markets. Topics include culture and marketing, global and local competitors, cross-cultural consumer behavior and research, and intercultural marketing communications.

Prerequisites

• MRKT 3001

5 credits

Students address key issues in developing and implementing marketing strategies with an emphasis on business environments that incorporate a Hispanic cultural perspective. Topics include relating marketing strategy to organizational strategy, research and forecasting approaches, competitive analysis, and implementation of marketing strategies.

Prerequisites

• MRKT 3001

5 credits

Developing targeted communication media (written, spoken, digital, broadcast, and printed) is necessary to specifically support the marketing initiatives and strategies of any planned effort. Students will use the tools and skills of integrated messaging, image clarity and enhancement, media relations, positioning, and persuasion. Basic principles are applied to evaluate successful and failed marketing communications efforts.

Prerequisites

• MRKT 3001

5 credits

Students in this course prepare to engage effectively in the practice of developing targeted communications—written, spoken, broadcast, and printed—that specifically support the marketing initiatives and strategies of any planned effort. Students hone their problem-solving and creative skills while practicing with marketing tools, such as integrated messaging, image clarity and enhancement, media relations, positioning, and persuasion. They use basic marketing principles to assess successful and failed marketing communications efforts and create a portfolio of useable approaches.

5 credits

Students in this course learn concepts to expand the scope of their marketing communications knowledge to include international breadth and depth. They address unique challenges, including culture, globally diverse markets, international regulation, and media differences, while embracing the remarkable opportunity of international exchange. Using integrated marketing communications principles, students engage in practical applications of content, such as the planning, development, and implementation of a marketing communications campaign for the global market. Through these globally focused projects, students acquire the necessary awareness and essential skills to function within the international marketing arena.

5 credits

There is more to marketing a product or service than creating an engaging commercial or a colorful ad. A critical aspect of implementing a marketing plan involves deciding how to distribute the message, whom the message will reach, and through which media avenue the message is delivered. With the rise of technology and telecommunications, this task is becoming more and more challenging. In this course, students explore these challenges and become grounded in fundamental concepts of media planning, such as gross rating points and effective reach. They use modeling tools that allow them to see the effects of different media plans in putting into operation a media strategy as part of a larger plan. Ultimately, students learn to develop an effective plan with appropriate reach and impact.

3 semester credits

Marketing strategies continue to change as a result of new and innovative digital opportunities. To remain competitive in today's fast-paced environment, organizations must have an integrated strategy. Students in this course explore a variety of marketing tools and platforms—both traditional and digital—and the role they play in a strategic marketing mix. Students will examine the role of marketing within an organization and learn how consumer insights and online behavior can influence product, price, distribution, and promotion. Course content also includes the coordination of mass, direct, and online marketing activities and channels; market analysis; and the challenges and opportunities that marketing technologies bring.

3 semester credits

Through the use of digital marketing tools and strategies, organizations can assess how digital campaigns are performing and can respond in real time. The response may be content change, keyword search modifications, or even budget allocations across channels. Digital marketing, however, relies on the marketer knowing advanced concepts and best practices for emerging media platforms to reach and influence consumers. Students can learn to assess online analytics and interpret performance results to determine campaign return on investment (ROI). Insights are provided about the best website design practices, as well as about the ways in which web-based tools support digital marketing, search engine optimization (SEO), online advertising, and the integrations of channels such as mobile, display, video, and social media.

3 semester credits

Discover how to foster consumer loyalty and increase customer retention through the application of relationship marketing. Throughout this course, students can explore ways to leverage Internet communication channels and technologies to engage, convert, and retain customers in both business-to-business (B2B) and business-to-consumer (B2C) markets. Additionally, students examine how to plan, design, and execute fully integrated customer relationship management (CRM) systems to get insight into customers' preferences, provide personalization, and provide targeted messaging automation. Other relationship marketing topics include database marketing across traditional and digital media, digital/social CRM, and customer experience management (CEM).

3 semester credits

While some companies may still be asking, "Why should we care about social media?" most are now asking, "How can we leverage the power of social media?" In this course, students examine how social media has changed the way consumers interact with brands and apply elements of storytelling to develop a social media strategy for an organizational scenario. In addition, students explore issues of ethics, privacy, and media law that are heightened by social media and digital communication distribution. Topics include types of social media, audience appropriateness, reputation management, social media strategy, evaluation methods, and the communications regulatory environment, including media law and privacy.

3 semester credits

Effectively using data and information can make the difference in whether the best decisions are made or problems are solved correctly. There are multiple approaches to practical managerial problem solving that are rooted in the systematic collection, analysis, and display of relevant data and information. In this course, students examine the importance of data, beginning with the process of transforming data into information, and then focusing on the best methods for presenting that information in support of sound and ethical decision making. Students evaluate common misinterpretations or errors in working with data and determine how to detect data and information presented in a deceptive manner. Students explore current paradigms in data-based decision making and problem solving. They learn how they can use these analytical-thinking practices to improve their general managerial decision-making skills.

3 semester credits

Understanding consumer behavior is essential for developing and effectively marketing products and services. In this course, students can learn how to use customer data and insights to improve strategic marketing decisions and improve performance. Students have the opportunity to analyze factors that influence buyer behavior during all stages of the purchasing process and to consider how learnings can be translated into product strategy and related marketing decisions. Additionally, students will study market segmentation and targeting practices as key means of differentiation.

3 semester credits

Whether one is addressing a customer, an audience, or a jury, the aim is to use the tools of persuasion to influence individuals to take action. Especially in social media, it is critically important to establish an appropriate tone, voice, and personality. Tying these strategies to the overall brand positioning is even more important. It has been found that storytelling is one of the most effective tools of persuasion. Rather than simply stating the facts, the story puts facts into a meaningful context, so that the consumer can understand and empathize with the characters in the story and, therefore, identify with the brand's social media personality. In this course, students explore the elements of the story and the approaches used to develop content. Understanding the impact of individual channels on a strategy for integrated marketing communications and positioning allows the marketer to allocate budgets more effectively and efficiently.

3 semester credits

The ability to marry creative artistry with the strategic business needs of the client is essential for success. In this course, students explore the concepts of design thinking, strategy, and the creative process as tools to solve business problems. Topics covered in this course include an overview of the design business landscape, understanding the creative brief, audience insight, and cultural awareness as foundational to the creative process. Students focus on developing creative, problem-solving approaches that are relevant to real-world business needs.

3 semester credits

Key differences exist between brand and product management, and, yet, both are crucial to the success of a product or service. In this course, students will explore the many elements of brand management, including brand architecture, the development and sustainability of the brand, brand positioning, and the perceived value of the brand. Students will analyze competitive information, and can learn to apply that knowledge in areas such as product differentiation. Throughout the course, students also will examine the critical business skills, tools, and techniques necessary for effective product management. Students will focus on the stages of a product's lifecycle, consumer demand and pricing, multichannel product management, and the fundamentals of profit and loss management.

3 semester credits

How can a marketing plan help a business meet its goals and objectives? How can a marketing plan help capitalize on consumer insights and trends? How can the latest innovations and communication strategies be used to reach the target audience? In this course, students will be immersed in all aspects of developing a comprehensive 3-year marketing plan that aligns with an organization's business strategy and helps marketers make better decisions about their products, services, customers, brand, and competition. Students can learn to apply best practices for market segmentation, consumer insights, competitive analysis, brand positioning and strategy, and consumer acquisition and retention strategies, as well as developing tactical ideas for each strategy, and providing financial justification for the plan.