2019 Spring Term
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PRINCIPLES OF MARKETING
A study of the activities involved in the distribution of goods and services in a system-analysis framework. Examines consumer buying behavior and marketing functions within the firm. Investigates constraints imposed on decision makers and evaluates the performance of marketing in terms of social and economic efficiency.
PRINCIPLES OF SELLING
A seminar in the art and science of selling. Examined and probed in depth will be the whys and hows of selling theories, principles, techniques, practices and the basics of sales force management.
Methods of planning and carrying out marketing and consumer research studies. Problem formulation, exploratory research, questionnaire construction and design, observational and sampling techniques, conducting surveys, data analysis, reporting, interpretation of findings and implementation of recommendations.
This class addresses the particular issues related to marketing to ultimate consumers. Particular attention is given to the role of retailing in the economy, retail mathematics, merchandising, technology, and global expansion.
INTEGRATED MARKETING COMMUNICATIONS FOR SOCIAL ENTERPRISES
Marketing and communications concepts related to planning, implementing, and evaluating integrated marketing communications programs for social enterprises.
INTRODUCTION TO DIGITAL MARKETING
Technological changes and the "always connected" consumer have forced marketers to evolve. The basics of emerging digital marketing media and related techniques for reaching online consumers across multiple devices including desktop and mobile are covered. Additionally, the course explores digital marketing's transformative impact on traditional marketing practices and examines digital segmentation, digital marketing around the globe, digital divide, digital privacy, and digital analytics.
SOCIAL MEDIA AND INTERACTIVE MARKETING
Social media is rapidly changing the marketing landscape. Marketers who previously relied on mass media to broadcast messages are faced with the challenge of interacting with digitally empowered consumers. This course exploresthe impact of social media and other communications technologies on marketing strategy, marketing communications, and marketing research.
ADVANCED DIGITAL MARKETING
Digital marketing allows marketers to deliver relevant communications in today's digital world. Strategies behind effective digital marketing efforts are explored with a focus on understanding digital analytics and developing digital content. Emphasis is placed on search engine marketing and digital advertising strategies including SEO and paid search. Developing and implementing a search engine marketing campaign provides hands-on experience.
The course focuses on key marketing strategies relevant for new businesses and/or new product launches. Students will apply marketing concepts to the wide range of business challenges facing entrepreneurs. Through experiential learning opportunities, students will apply what they learned for developing comprehensive entrepreneurial marketing plans.
The course provides a critical assessment of global market opportunities and of the tactics and strategies for marketing of goods and services across national boundaries. Covered in the course are global marketing environment, modes of market entry, and of managing marketing mix variables in a foreign setting.
Experiential Marketing explores the unique characteristics and strategic approach to creating and marketing immersive customer experiences around brands, events, and other in-person programs. The course utilizes an experiential learning approach to explore marketing activities that create and promote engaging experiences that strengthen customers' relationships with brands, events, and sponsors.
Sports Marketing examines marketing strategies used by sports brands to attract and retain fans. Detailed consideration is given to sports as a product and service and managing the development, positioning, and promotion of sports brands. Students will develop a sports marketing plan aligning marketing strategy, sponsorship, and growth strategies.
Investigates the nature and scope of services and how they are marketed compared to products. Emphasis is given to developing marketing mix strategies to acquire, grow, and retain a loyal customer base. Services marketing is examined in a variety of experiential contexts, including sports, tourism, entertainment, and related industries.
INNOVATION AND TECHNOLOGY MARKETING
Analysis of marketing problems encountered in developing and introducing new products, managing existing products, and phasing out obsolete products. Emphasis is placed on the coordination of activities that lead to successful market management of products. Various marketing concepts and problems related to product development and introduction are surveyed and analyzed.
BUSINESS TO BUSINESS MARKETING
An intensive examination of the industrial marketing sector. Emphasis is placed on understanding the unique dimensions of the industrial marketing environment and translating this understanding into effective integrated industrial marketing programs. Attention is given to producer, reseller and government markets.
This course examines sales management from a motivational and an institutional perspective. The goal of the course is to examine the elements of operating an effective sales force as the key component to organizational success. Topics include sales force structure, use of technology and issues in compensating and retaining salespeople.
Analysis of the problems encountered in the physical movement of goods from the end of production to the consumer. Surveyed in this course are various techniques and methods for analyzing spatial arrangements of markets, plant and warehouse location, inventory systems, selection of carrier alternatives and selection of physical movement channels.
Introduction to omnichannel marketing, including direct mail, lead generation, circulation, loyalty programs, store traffic building, fundraising, pre-selling, post-selling, and research. The interactive nature of omnichannel marketing initiatives that use one or more media to generate a traceable and measurable response from the target audience is emphasized.
ENTREPRENEURIAL AND ADVANCED SALES TECHNIQUES
Selling is a critical criterion for successful enterprises. This course provides advanced hands-on and practical approaches for selling new products/services, obtaining new customers, launching new enterprises, or for creating relationships in other entrepreneurial selling senarios. Through video and other technologies, students will present interactive solutions for developing strong customer relationships.
MARKETING MANAGEMENT AND POLICIES
Organization and coordination of the total marketing program including sales, advertising, credit, marketing research, distribution policies, pricing, sales forecasting and demand analysis. Focus is on firm's ability to adjust to competitive trends and changing market conditions.
INTERNSHIP IN MARKETING
A marketing internship consists of a structured-supervised work experience within a major area of marketing concentration within the department. The internship experience offers students opportunities to apply classroom learning to the needs of the sponsoring internship company and to acquire some new skill sets during this process. Internships consist of 15-20 hours of work/week during the semster. A minimum of 150 hours work is required for a 3 credit internship. Only one MARKETNG 493 course allowed to count towards major or minor.
INTERNSHIP IN MARKETING - DIGITAL MARKETING EMPHASIS
Structured-supervised work experience for students interested in a Digital Marketing Emphasis. Internship experiences offer students an opportunity to merge course work with day-to-day activities in business. Not more than 3 internship credits will apply towards major or minor.
INTERNSHIP IN MARKETING-RETAIL MANAGEMENT EMPHASIS
This course is structured-supervised work experinece within the retail management function. The internship experience offers the student an opportunity to merge course work with day-to-day activities in business. Not more than 3 internship credits will apply toward major or minor.
INTERNSHIP IN MARKETING - SALES EMPHASIS
This course is a structured-supervised work experience within the sales function. The internship experience offers the student an opportunity to merge course work with day-to-day activities in business. Not more than 3 internship credits will apply towards major or minor.
INDEPENDENT STUDY IN MARKETING
Study of a selected topic or topics under the direction of a faculty member.