Marketing Communications
4 Credit Hours
Provides an introduction to the fundamental principles and practices in the marketing process. Provides a detailed study of each marketing mix tool (product, price, place, promotion) along with introduction to marketing research and consumer behavior.
4 Credit Hours
Examines the application of marketing principles and processes to the sports industry. The role of marketing in analyzing, planning, implementing, and controlling programs and events is explored.
Prerequisite: MKT220
4 Credit Hours
Provides an in-depth review of the marketing research function in a contemporary business environment. The course will discuss the market research process, focus on secondary data, and introduce students to quantitative and qualitative primary data collection methods.
Prerequisites: MKT220, MAT215
4 Credit Hours
Explores current and emerging forms of digital media, and how to leverage them to build brands and engage customers. Students will evaluate digital media against communication and marketing objectives and develop effective media plans.
Prerequisite: MKT220
4 Credit Hours
Provides an introduction to the concepts of integrated marketing communications. Examines the characteristics of the individual communications options and explores the benefits of their integration.
Prerequisite: MKT220
4 Credit Hours
Focuses on the specialized nature of strategy development for businesses that market products to other firms. Topics include organizational buying behavior, B2B market segmentation, channel management, and relationship marketing.
Prerequisite: MKT220
4 Credit Hours
Introduction to the nature and determinants of consumer behavior. Primary emphasis is placed on developing an understanding of psychological characteristics (needs and personality) that influence and shape consumer purchase decisions.
Prerequisite: MKT220
4 Credit Hours
Provides students with a comprehensive treatment of brands, brand equity, and brand management. Includes the design and implementation of marketing programs and activities to build, measure, and manage brand equity.
Prerequisite: MKT220
4 Credit Hours
Provides students with an understanding of the principles and techniques necessary to sell a product, service, or idea. Students develop written and oral presentation skills by developing communication pieces, such as sales letters and sales presentations. Students also develop plans to manage sales associates.
Prerequisite: MKT220
4 Credit Hours
Provides students with a broad view of advertising principles and their relation to the marketing process. Students gain an understanding of the three key functional areas of advertising: account management, media planning, and creative design.
Prerequisite: MKT220
4 Credit Hours
Focuses on potential market advantage and competitiveness gained from emphasizing corporate social responsibility, environmental sustainability, and global carbon footprint. Exposes the principles of ethical marketing and consumerism to understand the underlying concepts of green marketing.
Prerequisites: MGT260, MKT220
4 Credit Hours
Focuses on the planning, design, and execution of direct marketing programs and the underlying information-driven processes that convert transactional data into usable market intelligence.
Prerequisite: MKT220
4 Credit Hours
Provides in-depth instruction on how to write a Creative Brief – the most important strategic document in advertising. Students will learn how to research for, and develop strategy through, the briefing process.
Prerequisites: MKT220, MKT222
4 Credit Hours
Provides an in-depth review of secondary and syndicated sources of market information and their use in managerial decision-making. Students will gain hands-on experience with the most relevant research tools used in the field.
Prerequisites: MKT220, MKT222
4 Credit Hours
Stresses the philosophical underpinning of public relations practices, including the importance of management and planning, ethics and research, communication, and public opinion. Explores practical applications, such as the emergence of video and the integration of public relations, marketing, and advertising into broader marketing communications campaigns.
Prerequisite: MKT220
4 Credit Hours
Examines the special challenges for successful promotion of the nonprofit organization. Students are exposed to the marketing concepts relevant to nonprofit organizations.
Prerequisites: MGT250, MKT220
4 Credit Hours
Focuses on crafting the written word in advertising. Students will learn how to generate creative ideas that solve marketing problems and to execute them through the production of copy for print, television, radio, direct mail, and other promotional materials.
Prerequisites: MKT220, GEC111
4 Credit Hours
Examines design principles and how they intersect with advertising management and strategy. Provides students with the theoretical tools to produce great ads and allows students to begin to practice the craft of advertising design.
Prerequisites: MKT220, GEC111
4 Credit Hours
Provides an in-depth review of the marketing research function in a contemporary business environment. Students discuss the various methods employed to collect, evaluate, and interpret marketing information in order to make more effective marketing decisions.
Prerequisites: MAT215, MKT220
4 Credit Hours
Identifies the various steps through which new products are developed (idea generation, concept development and testing, marketing strategy, business analysis, development, testing, and commercialization). Emphasizes activities through which cost estimates become budgets, prototypes become products, and sales plans become sales calls.
Prerequisite: MKT390
4 Credit Hours
Focuses on the long-term implications of strategic market planning, including analysis of marketing opportunities, development of marketing strategies, shaping of marketing offers, and the management and delivery of marketing programs.
Prerequisites: MGT220, MKT220
4 Credit Hours
Focuses on linking target markets with advertising media through the development of media objectives, strategies, and tactics. Students use secondary research to create media plans that balance effectiveness and efficiency.
Prerequisites: MKT220, MKT247
4 Credit Hours
Provides students with a hands-on application of program content via creation of a fully functional Integrated Marketing Communications (IMC) campaign. Students will isolate a client, conduct secondary and primary research, set communication objectives, develop strategy, and produce the communication pieces such as ads, press releases, and other tactical executions.
Prerequisites: MKT222, MKT446
4 Credit Hours
Teaches the fundamentals of effective survey construction and experimental design to capture quantitative data and the primary means by which those data are analyzed. Acquaints students with some state-of-the-art quantitative techniques useful for forecasting, product design, market segmentation, concept testing, and test marketing.
Prerequisites: MKT220, MKT222
4 Credit Hours
Provides students with conceptual knowledge for qualitative marketing research. Students will learn the techniques of observational research, projective techniques, interviewing, and focus groups and how to analyze the data collected.
Prerequisites: MKT220, MKT222
4 Credit Hours
Involves readings and discussions around selected topics in marketing. Topics vary each quarter.
