Marketing (MKTG)

MKTG 514  Principles of Marketing  (4 Credits)  

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods and services to maintain relationships that satisfy organizational and individual needs and wants. The course introduces students to terminology, functions, institutions, philosophy, consumer behavior, market decision-making and public policy issues. The course will provide students with the basic framework to understand the role and scope of marketing in the business environment.

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  1. Understand the importance, nature, and scope of contemporary marketing and the marketing environment.
  2. Describe the various methods of market research and how they are used to identify market opportunities.
  3. Identify the various aspects of strategic marketing and how they can be used to differentiate products and services.
  4. Compare the various tactics used by marketers (marketing mix) and describe their application in satisfying customer needs.
  5. Describe and compare methods used to control, evaluate, and improve marketing initiatives that lead to product or service success.
  6. Define marketing ethics, consumerism, and social responsibility and discuss their affect on marketing strategies.
  7. Discuss and examine the role of the Internet in expanding and creating market opportunities.

MKTG 515  Marketing Research  (4 Credits)  

In this course, students explore the theories and techniques of planning, conducting, analyzing, and presenting market studies. Students will study different methodologies with emphasis on primary research, including questionnaire design. The course addresses the growing role that technology plays in predicting marketing trends, addressing marketing problems, and the development of new products and services.

Prerequisite(s): MKTG 514 Principles of Marketing.
MKTG 520  Social Media Marketing  (4 Credits)  

This course is designed to build students’ social media marketing, advertising, and communication skills by utilizing projects that give students hands-on experience implementing social media marketing strategies. The focus of this course will be understanding social media, developing social media marketing strategies, and tracking their effectiveness in an effort to maximize marketing efforts for businesses. It is expected that students have a basic understanding of various social media platforms. This course is NOT about how to use social media; rather it looks at how we can use social media for marketing efforts. NOTE: MKTG 514 Principles of Marketing is recommended.

View Course Outcomes:

  1. Analyze social media and how types of media and communication technology influence how business and marketing are conducted in today’s marketing environment.
  2. Identify and discuss key principles of “connected consumers” from psychological and sociological perspectives, and how these principals can be leveraged when developing social media marketing strategies.
  3. Develop skill in using the predominant social media tools currently available for business/marketing communications.
  4. Discover innovative uses for social media in a variety of business areas and processes.
  5. Develop a strategic plan for identifying opportunities for using social media in a company.

MKTG 523  Introduction to Professional Sales  (4 Credits)  

This course presents students with current knowledge, data, and skills that are applicable in today’s competitive business environments. The course provides students with an in-depth awareness of the sales discovery and presentation process within the professional selling environment. Students demonstrate their persuasive skills in the context of a hypothetical job interview.

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  1. Define and describe the different types of sales and the components of the Sales/Buying Cycle.
  2. Develop a plan for the purpose of positively and professionally identifying, influencing, and persuading prospective customers through strategic sales communication techniques.
  3. Demonstrate the growth of one's personal influencing style, strengths, and development opportunities through reflective thinking.
  4. Demonstrate different communication strategies and skill sets required for the closing of a sale.
  5. Evaluate sales case studies and describe the communication factors that led to the development of trust and credibility with the customers.

MKTG 525  Presentation Excellence in Sales  (4 Credits)  

This hands-on, highly interactive course prepares students to effectively develop, organize, present, support, and close a powerful program and presentation with confidence and conviction. The focus draws upon listening skill sets, oratory, personal communication social styles, and persuasive/informative techniques that result in the presenter engaging the audience. The course helps students to build competence and confidence through feedback and practice. The course prepares students to deliver persuasive and informative presentations that promote a specific outcome.

View Course Outcomes:

  1. Describe and analyze one’s own communication style including their strengths and developmental needs. This incorporates focus on “active” listening skills, the ability to persuade/inform/inspire, and awareness of their communication/social style.
  2. Apply audience analysis techniques to ensure a well-organized presentation that includes a powerful opening, comprehensive body, and tailored close to meet the audience’s objectives, as well as the presenter's purpose.
  3. Evaluate individual use of verbal and non-verbal communication techniques, and audio-visual tools to connect with and engage one’s audience through presentations.
  4. Create and demonstrate product and service presentations to leverage audience participation in order to maximize learning and openness to persuasive solutions.
  5. Deliver a group presentation wherein each team member professionally engages and addresses audience/client requirements.

MKTG 605  Marketing for Nonprofits  (4 Credits)  

The course explores the use of traditional and nontraditional channels to promote nonprofits to an array of actual and potential audiences for a variety of purposes. Most nonprofit organizations must be visible to the public in order to fulfill their missions. Thus, nonprofit leaders must know how to promote their organizations to current and potential supporters, the broader public, and the mass media. Topics include program and organizational branding, targeting respective audiences, preparing materials for greatest effect, and applying social media as appropriate.

Prerequisite(s): MKTG 514 Principles of Marketing and MGMT 638 Nonprofit Management.

View Course Outcomes:

  1. Examine the relationship of nonprofits to their target audiences from a marketing management perspective.
  2. Model marketing mix principles including the use of analytic software segmentation and social media to develop and communicate the organization’s value proposition, build a brand, and seek multiple funding sources to support sustainability.
  3. Analyze the range of marketing media and outlets, including social media and new technologies, and the advantages and disadvantages they pose for marketing.
  4. Construct benchmarks and milestones to incrementally achieve strategic marketing objectives.

MKTG 610  Marketing Hospitality Organizations  (4 Credits)  

This course provides a comprehensive overview of the role of marketing in the hotel, restaurant, and travel industries. Students in this course will use case studies and real-world events to explore the theories, principles, and application of both traditional and digital forms of marketing to select groups. This is an experiential course that may include assignments such as the creation of a marketing plan, advertising campaign or social media strategies for a partner organization. The focus of this course centers on the planning, implementation, and evaluating of marketing plans, strategies, budgets, and campaigns.

Prerequisite(s): MKTG 514 Principles of Marketing.

View Course Outcomes:

  1. Explore the historical roots of marketing in the hotel, restaurant, and travel industries and their impact on the ways in which operators interact with their customers;
  2. Develop practical tools utilizing quantifiable research methodologies, an evaluation of the current target market(s), use of both digital and traditional forms of advertising, and employing current technologies to monitor and evaluate their success;
  3. Analyze and discuss the importance of leading a marketing team and the responsibilities of the sales office in deploying the marketing messaging out into the marketplace;
  4. Identify and practice how to specifically target market to the different segments of the hotel, restaurant, and travel industries;
  5. Breakdown the role of technology, social media, and current social/cultural trends in the industry and develop marketing plans and strategies to address within an organization.

MKTG 615  Brand Management  (4 Credits)  

This course introduces the role and philosophy of brand management in the strategic marketing process and the resulting effects on strategic and marketing decisions. Students learn to identify and establish brand positioning and values, design branding strategies, and grow and sustain brand equity. Topics include the strategic brand building process, segmentation and positioning for building brands, consumer behavior, brand information systems, building brand equity, and the application of brand management using marketing principles. Through a combination of case studies of leading brands, lecture, discussion, role playing, student presentations, and guest speakers, students explore the critical role of brand management in successful marketing strategies.

Prerequisite(s): MGMT 500 Principles of Management and MKTG 514 Principles of Marketing.

View Course Outcomes:

  1. Formulate effective brand strategies to build and manage brand equity.
  2. Identify and establish brand positioning and values, design branding strategies, and grow and sustain brand equity.
  3. Evaluate various firms’ branding strategies using brand audit methodology.
  4. Gain hands-on practice with a “new” brand design.
  5. Build brand equity and apply brand management theories using marketing principles.
  6. Enhance communication and group-management skills.
  7. Understand the critical role of brand management in successful marketing strategies.

MKTG 616  Service Marketing  (4 Credits)  

This course examines the important and growing role service marketing plays in both consumer and organizational target markets. Discussing current issues in services marketing and customer service strategies, this course focuses on effective customer relationship management, key service delivery elements, and service recovery strategies that lead to the successful implementation of a customer focus in service-based businesses. The course involves readings, videos, case studies, and online postings of current trends in service marketing. Students have the opportunity to interpret and relate these trends to a variety of service firms and sectors.

Prerequisite(s): MKTG 514 Principles of Marketing.

View Course Outcomes:

  1. Explain the unique challenges of services marketing, including the elements of product, price, place, promotion, processes, physical evidence, and people.
  2. Describe how effective customer relationship marketing (CRM), including retention strategies, creates an environment that achieves excellence in customer service.
  3. Design service quality measurements to build customer loyalty and evaluate the effectiveness and efficiency of customer service offerings.
  4. Explain service blueprinting, the integration of new technologies, and other key issues facing today's customer service providers and service managers.
  5. Discuss the influences of the multicultural marketplace, business ethics, and socially responsible marketing on services marketing.
  6. Conduct a services audit plan appropriate to learning goals.

MKTG 617  Consumer Behavior  (4 Credits)  

This course focuses on consumer behavior in a variety of contexts. Understanding the decision process, attitude, and behavior of buyers is essential to developing marketing plans in today's competitive marketplace; sophisticated customer relationship management approaches are dependent upon knowing the customer. Students consider the major theoretical approaches to consumer behavior and examine how the concepts of affect and cognition, behavior, learning, and the environment can be used to design and maintain an effective marketing strategy. The course also offers students an opportunity to gain a better understanding of their own buying behavior.

Prerequisite(s): MKTG 514 Principles of Marketing. NOTE: PSY 501 Introduction to Psychology and SOC 501 Introduction to Sociology are recommended.

View Course Outcomes:

  1. Analyze and assess the decision process, attitude, and behavior of buyers.
  2. Explore the major theoretical approaches to consumer behavior.
  3. Examine how the concepts of affect and cognition, behavior, learning, and the environment can be used to design and maintain an effective marketing strategy.
  4. Develop customer relationship management approaches.
  5. Gain a better understanding of their own buying behavior.
  6. Apply the concepts and principles of consumer behavior to specific situations by analyzing and constructing solutions to case studies.

MKTG 618  Sales Management  (4 Credits)  

This course focuses on the strategic and tactical aspects of selling and salesforce management. The course develops an analytical understanding of the concepts, tools, and techniques of sales management, using “real-world” marketing problems. Issues concerning international sales, social responsibility, and ethical considerations as they relate to sales management are addressed.

Prerequisite(s): MGMT 500 Principles of Management and MKTG 514 Principles of Marketing.

View Course Outcomes:

  1. Understand and discuss the strategic role of the sales force function and its relationship to overall marketing strategies.
  2. Explore the principles of planning, implementation, and control as they relate to the specific area of sales force management.
  3. Understand and discuss the principles of salesforce recruitment, selection, compensation, and training of employees.
  4. Evaluate the social, legal, political and ethical issues faced by the contemporary salesforce.
  5. Demonstrate understanding of the principles of personal selling, relationship building, salesforce prospecting, and salescall planning.
  6. Gain experience in significant decision-making and problem-solving skills in a simulated sales management environment.
  7. Gain experience in international sales, social responsibility, and ethical considerations related to the study of sales management.

MKTG 620  Digital Advertising  (4 Credits)  

Digital technologies have become an integral component of daily life for many organizations and consumers. This class will provide the student with the theoretical understanding of the internet marketplace necessary to adapt to its many changes, while also equipping the student with the skills needed to perform vital daily functions. The course will cover a wide spectrum of topics, including marketing strategic approaches on the internet, analytics, online reputation management (ORM), digital positioning and branding, email marketing, paid search marketing, and integrated communications on digital media. Prerequisites: MKTG 514 Principles of Marketing AND MKTG 617 Consumer Behavior.

View Course Outcomes:

  1. Compare how search engines work and organic search rankings.
  2. Discuss and apply the mechanics of paid rankings and create a search engine marketing campaign.
  3. Collect, review, and analyze search engine marketing campaign for effectiveness and make recommendations that will improve the campaign’s conversion rates.
  4. Discuss the various methods of online display advertising.
  5. Create an online display ad campaign and measures its ROAS (Return on Ad Spend).
  6. Implement online reputation management tactics to improve the online reputation of a brand.

MKTG 629  Global Marketing  (4 Credits)  

This course analyzes the environment of global marketing by assessing different political, social, cultural, and legal contexts. Students examine the international trade and financial spheres within which global marketing is conducted. The course also addresses the strategic approaches to global markets with specific reference to the global marketing mix of product, pricing, distribution, and promotion decisions. The goal of the course is to provide students with the tools they need to market effectively in a competitive global marketplace.

Prerequisite(s): MKTG 514 Principles of Marketing. NOTE: Basic proficiency in Excel is recommended prior to enrollment in this course.

View Course Outcomes:

  1. Evaluate the growing significance of globalization and analyze the forces affecting global integration and global marketing.
  2. Analyze and assess the global economic and trade environment including such forces as balance of payments, international finance, and the role of international trade organizations (i.e., World Trade Organization, World Bank, NAFTA, etc).
  3. Compare and contrast the differences in the political, social, cultural, and legal environments in which global marketing takes place and assess the impact of those factors on the development of global marketing strategies.
  4. Discuss global market opportunities by examining techniques of market research, segmentation, positioning, and target market strategy options.
  5. Develop global marketing strategies that include alternative product, pricing, promotion, and distribution decisions in the formulation of a global marketing mix.
  6. Evaluate methods of planning, leading, organizing, and controlling the implementation of global marketing strategies.
  7. Apply the concepts and principles of global marketing to specific situations by analyzing and constructing solutions to case studies.

MKTG 805  Marketing for Nonprofits  (3 Credits)  

The course explores the use of traditional and nontraditional channels to promote nonprofits to an array of actual and potential audiences for a variety of purposes. Most nonprofit organizations must be visible to the public in order to fulfill their missions. Nonprofit leaders must know how to promote their organizations to current and potential supporters, the broader public, and the mass media. Topics include program and organizational branding, targeting respective audiences, preparing materials for greatest effect, applying social media as appropriate.

View Course Outcomes:

  1. Analyze the relationship of nonprofits to their target audiences from a marketing management perspective;
  2. Apply marketing mix principles including the use of analytic software segmentation and social media to develop and communicate the organization’s value proposition, build a brand, and seek multiple funding sources to support sustainability;
  3. Differentiate and contrast between the range of marketing media and outlets, including social media and new technologies, and the advantages and disadvantages they pose for marketing;
  4. Develop benchmarks and milestones to incrementally achieve strategic marketing objectives.