MKTG - Marketing

This class introduces and develops fundamental communication skills used in formal career settings. Students will learn and practice giving persuasive speeches, networking at formal career events, interviewing for jobs, and negotiating.

The design, distribution, pricing, and promotion of goods, services, people, places, and causes. Course examines both national and international markets and includes an introduction to the legal and ethical constraints on marketing.

This course examines professional selling as the link between the firm and the customer. The sales force has a key role in relationship management. As such, this class will emphasize selling skills that help to maintain positive long-term customer relationships. Topics will include prospecting for new clients, adaptive communication skills, addressing customer concerns, closing sales, following up with customers, understanding different types of sales positions and skills, and ethics in professional selling.

This course addresses the complex, cross-disciplinary nature of product planning and commercialization, which encompasses product development and product management. Course content covers strategic issues that emerge during the product life cycle, beginning with idea conception to technical development to launch to eventual product dismissal, and includes understanding customer needs, translating customer needs into technical specifications, business and market analyses, coordination of marketing mix variables, testing, launch, and postlaunch management. While the term ‘product’ is employed, the course treats service planning alongside product planning. At the conclusion of this course, one should realize and understand good managerial practices for successful product planning and commercialization.

This course provides a dynamic exploration of artificial intelligence and its transformative impact on business. Students gain a foundational understanding of key AI concepts and hands-on experience with popular AI tools like ChatGPT (among many other AI tools). Students analyze the strategic implications of AI for innovation, competitive advantage, and the changing landscape of work. This course also explores ethical considerations, responsible AI governance, and future trends to equip students with the knowledge and skills to leverage AI for business.

This course provides a comprehensive exploration of how artificial intelligence is transforming digital marketing. It equips students with the knowledge and skills to leverage AI tools and technologies across various aspects of marketing strategy and management. Students will build a strong foundation of AI concepts and technologies relevant to marketing and will learn to leverage AI to better understand and engage customers, plan and execute marketing plans, and increase operational efficiency. The course also highlights unique ethical considerations related to AI in marketing and examines emerging trends in AI-powered marketing, preparing students for a successful future in the field.

May be repeated for credit. Available for pass/fail grading only. Student participation for credit based on the academic relevance of the work experience, criteria and evaluative procedures as formally determined by the department prior to the semester in which the work experience is to take place.

Student completes a relevant marketing experience in the marketplace after submitting a job description, learning objectives, and task accomplishments.

Practicum experience in marketing.

The effects of personality, motivation, perception, learning, attitudes, cultural and social influence and lifestyle on buying situations and how knowledge of these factors enables the marketer to better meet the needs of the marketplace.

An examination of those advertising and promotional strategies directed toward the consumers of goods and services with emphasis on planning and executing an effective campaign to achieve meaningful goals.

Material focuses on quantitative and qualitative goal setting; management, control and evaluation of the sales program; selecting, training, motivating, and evaluating the sales force.

This course is an introductory course on techniques and concepts on how to influence in a variety of business settings. Influence and persuasion is used daily in businesses throughout the world. Effective influence and persuasion can be the determining factor in successful business engagements. This course will develop students' influence and persuasion skills through oral and written communications. It will cover the underlying psychological mechanism of persuasion, the entire influence and persuasion process, influencing and persuading individuals as well as organizations in a business setting, and the ethical issues in influence and persuasion.

For non-business as well as business majors. Development and application of a philosophy of business expressed in governmental, corporate, social or educational institutions in furthering their public image.

Emphasis is given to the development of a strong theoretical base in the systematic selection, collection, and interpretation of marketing information leading to sound policies and strategies. Students are required to carry out a group project involving a marketing problem (or opportunity) for a company or involving a real market situation. The project will satisfy the practicum experience requirement of the College (CAP). (qualifies as a CAP experience)

An examination of the operational and cross-cultural aspects of international marketing, including the nature of competition, developmental marketing structures and channels, price and credit policies, promotional methods, trade barriers, and international arrangements.

This course will introduce students to a broad range of topics within the field of retailing: retailing strategy, targeting of customers, gathering of information, identifying and understanding customers, choosing a store location, managing a retail business, merchandise management and planning, and communication with the customer. The approach will combine both theory and practical application.

An examination of the ethical and social problems confronting administrators and personnel in dealing with discrimination in employment practices, credit and financing, advertising, warranties and guarantees, packaging and labeling, and environmental problems.

This course will reinforce and strengthen the sales skills learned in MKTG 316. Personal selling is a key skill for orchestrating the exchange of goods, services, ideas, and resources between organizations (business-to-business, B2B) and consumers (B2C). This course is not just for 'salespeople' — individuals involved in personal selling who operate under a variety of job titles (e.g., business development manager, sales representative, market development manager, account executive, relationship manager, and key account manager). This course will focus on skills and knowledge applicable to complex selling situations.

This course examines the applications of the conceptual framework of marketing within the service business context. The course will focus on the characteristics of the service environment as well as important considerations in the service marketing mix.

This course examines the use of the Internet as a unique channel for marketing to consumers and businesses. It focuses on Internet marketing strategies, online strategic implementation, and the integration between companies' online and offline marketing efforts.

This course will introduce students to the significance of today's social media marketing tools, and how to implement and evaluate these tools for a business. The students will learn how to create a social media plan with multiple creative social media strategies. The course will also highlight best practices in social media marketing by forward thinking and innovative companies and organizations.

This course will introduce students to web analytic tools and methods and demonstrate how businesses can use web analytics to derive customer insight and improve marketing strategy. It will cover topics such as web traffic analysis, social media data mining, search and keyword analysis, social network analysis, and proactive analytics using testing and experimentation.

Marketing Insights comprises the processes and technologies that enable managers to have a better understanding of consumers, the market, and the performance of marketing programs.  By gaining insights, managers can make better decisions using evidence and insights from available data. This course will give students the tools and techniques to effectively use data to describe customer behavior, evaluate marketing programs, and foresee market trends.

A capstone course covering the marketing function and its relationship to the total business organization and its environment. Emphasis is placed upon the design of total marketing systems, strategies, and the design and production of new products and services.

Designed to provide advanced students in marketing an opportunity to study, independently or in small groups, selected areas of marketing under the guidance of a faculty member.

Internship in the field of marketing, applying theories, concepts, and marketing tools in a business environment.

This course introduces students to the fundamental concepts and management issues associated with marketing and customer value management. The focus will be translating marketing analyses and marketing research into marketing strategy and market strategy implementation elements. Cases will be used to highlight applications and develop analytical, critical-thinking, and communications skills to prepare students for marketing decision-making.

Study designed for students who have had one or more of the required courses waived, or for students desiring additional work in a marketing area of particular interest.

This course focuses on theory development in marketing from the 1940s to the latest publications in marketing journals. The topics covered include philosophy of science, truth in research, the development of marketing theory and practice, and the current direction in marketing theory and research opportunities.

This course examines the current academic research trends in the different functional areas of the marketing discipline. Topics covered include promotional theory, pricing theory, distribution theory, product theory, marketing strategy theory, marketing ethics, and multinational marketing.

The purpose of this course is to provide a comprehensive and up-to-date understanding of the major research work carried out in consumer behavior. It examines major psychological constructs and phenomena related to consumer behavior and introduces students to various research approaches to consumer behavior issues.

This course focuses on the fundamental issues associated with survey research as found in the marketing/management disciplines. The topics covered are experimental and quasi-experimental designs, analysis of data from experimental designs, questionnaire design and refinement, and scale development.

This course examines the design, analysis, and implementation of marketing research methods along with advanced statistical techniques. This is an integrative capstone course for the marketing research doctoral sequence of courses. The focus is on ensuring that the marketing academic understands all aspects of data analysis and design issues.

An analysis of planning, organization, and control functions of multinational marketing operations and how marketing procedures need to be developed/adapted for effective pursuit of business opportunities in other countries.

Focus on contemporary marketing practice and provides opportunity to acquire a comprehensive understanding of the marketing planning process and the need for development of sound marketing strategy. Marketing goals, strategies, and tactics are examined in detail.

Designed to provide the advanced student with an opportunity to study independently or in small groups and investigate specific topics of current interest in the field of marketing.

1-12 credits per semester with limitation of 24 credits.

This course is a pass/fail course for master's students in their final semester. It may be taken to fulfill the registration requirement necessary for graduation. All master's students are required to be registered for at least one graduate credit hour in the semester of their graduation.