Marketing Concentration Requirements : 15 credits
MKTG 380 E-Marketing
This course provides an introduction to digital marketing. The course covers all major digital platforms such as mobile, social media and search (paid and organic). We will learn how to effectively use different vehicles such as email, SMS text, paid and organic search, mobile (QR codes, apps, localization, geofencing), WordPress, YouTube, Pinterest, Linkedin, Facebook and Twitter. Students will learn how to create and manage a paid search advertising campaign using Google Adwords.
Prerequisite: MKTG301 with a “C” (2.0) or better.
MKTG 410 - Consumer Behavior (3)
Consumer Behavior relates to the actions consumers display when searching for, evaluating, purchasing, using and disposing of products and services that meet their needs. Their motivations and decisions might be based on any combination of perceived brand benefits, past usage and experiences, demographics (age/gender, etc.), lifestyles, psychographics, culture, influence by others, education, income, and perceptions. The disciplines used to understand consumer behavior come from various disciplines including consumer psychology, sociology, and economics. The tools used include both qualitative and quantitative consumer research to understand audiences' needs, both emotional and rational
Prerequisite: MKTG301 with a “C” (2.0) or better.
MKTG 420 - Retail Marketing (3)
Students develop an in-depth understanding of retail and services management as well as non-store retailing. Topics include an overview of retail marketing; retail marketing, financial and location strategy; merchandising; pricing and distribution; promotion including communications, store layout, store design, visual merchandising; and customer service.
Prerequisite: MKTG301 with a “C” (2.0) or better.
MKTG 450 - International Marketing (3)
This course is designed to provide you with a framework within which international marketing operations can be analyzed, understood, and undertaken. We will recognize in this course that most business issues addressed in the cross-cultural context are somewhat similar to those firms implicitly or explicitly face in their domestic operations. The main differences between domestic and cross cultural/multinational operations are usually matters of degree, variation, and complexity of controllable and uncontrollable forces. Given the intense nature of this class, the emphasis is on understanding diverse cultural, social and economic contexts in which consumption practices occur, and on translating this knowledge into actionable marketing strategies and practices.
Prerequisites: MKTG301 with a “C” (2.0) or better.
MKTG 460 - Integrated Marketing Community and Social Media (3)
Class immerses students in the marketing application of social media and other newly emerging media channels. Course covers the planning and integration of social media into marketing plans. Students will learn to set objectives, develop social marketing plans, integrate social media into overall marketing and communication plans, measure program results, utilize new media technologies and about the macroenvironmental issues affecting social media. The class includes hands-on development of social media tactics and channels. This may require students to set up individual social media accounts.
Prerequisite: MKTG301 with a “C” (2.0) or better.