Marketing (MAR)

The study of the nature of marketing systems and the marketing function within organizations. Emphasis on the identification and satisfaction of consumer needs in a dynamic market environment including focus on the marketing mix, marketing institutions, and marketing decision making environments. (Sophomore standing required)

The study of media convergence to implement marketing strategies and techniques for both consumers and business markets. Emphasis on building customer relationships and brand identity via advanced communication technologies.

In-depth, experiential study of the entire relationship selling process in consumer and business-to-business selling environments, from prospecting to follow-up, using problem-solving selling strategies, practices and techniques. (Junior standing required).

This course focuses on the essential skills and knowledge one needs to effect a sale, as well as the ways that the sales pitch can be focused to solve customer problems. This course covers persuasive and effective interpersonal communication techniques.

Study of the decision processes of individuals and groups toward consumer products and the implications of these processes for marketers. Emphasis on both individual, group, and external determinants of consumer attitude and behavior.

The application of marketing theories, principles and practices to the identification and satisfaction of the needs of consumers located in global communities. Focus on cross-cultural consumer behavior and communication, and legal processes.

The management of traditional and emerging marketing channels emphasizing legal, economic, and ethical considerations in wholesale and retail inventory control, raw goods and finished product transportation, E-tailing, and relationship management.

A study of retailing structures, institutions, environments, and operations, including planning, merchandising and inventory management, product displays and promotions, store layouts and site selection, and the integration of E-tailing.

Managing relationships of firms/organizations with its customers and non-customer publics, the media, community, government, investors, intermediaries, and employees. Topics include ethics, public opinion, publicity, event planning, primary/secondary research, communication, writing for the media, and managing media relations.

Team-oriented approach examines problems of developing a persuasive marketing strategy, promotional objectives, strategies and executions, including advertising, public relations, personal selling, sales promotion, direct marketing, and corporate communications.

Contemporary sales force management. Emphasis on sales force strategies, sales management responsibilities and skills including recruiting, selection and training issues, motivational factors, and determinants of sales force performance.

Advanced study of the professional selling process, including team selling, negotiating and customer conflict management.

User-oriented analysis of the marketing research process, including problem definition, proposal preparation, research design, sampling methods, data collection, data analysis, interpretation and presentation of findings.

Study of analytic methods, tools and processes that enable marketing managers to make data-guided decisions. Topics covered include data-driven marketing mix decisions, market segmentation, targeting and positioning, customer profitability, customer lifetime value, advertising optimization and resource allocation.

This course addresses how digital marketing revolutionized the interactions between firms and consumers. Digital Marketing is an essential and powerful component of modern marketing, and a driving force for how firms establish and strengthen customer relationships. This course will introduce Digital Marketing frameworks that enable firms to deeply understand and engage with each of their customers and prospects across their buyer’s journey.

This course provides students a framework for understanding how marketing strategies & tactics can be successfully applied within sports & entertainment industries as well as in political campaigns. Branding will be examined both in terms of personal branding for celebrities, politicians and sports figures as well as broader branding approaches within each industry including NIL.

Influencer Marketing is a type of personal branding on social media that uses content, endorsements & product mentions from influencers. An influencer is a personal brand with sway over their audience. Influencers have specialized knowledge, authority, or insight into a specific subject.

This course explores the integration of Artificial Intelligence (AI) in modern marketing strategies. Topics include AI-driven customer segmentation, predictive analytics, personalized marketing, chatbots, and ethical considerations. Students will develop skills in leveraging AI tools to enhance customer engagement, improve marketing efficiency, and drive business growth.

A capstone marketing course that utilizes case studies to simulate real-world business situations. The analyses provide guidance to students in developing analytical, decision-making and presentation skills.

This course examines the use of storytelling as a strategy for building an engaging brand narrative. Students will explore the storybranding framework and the different elements that make up a brand narrative. Students apply this framework to creating and implementing the strategy needed to be an effective brand storyteller including, digital content created for social channels, owned media and paid advertising.

Applied study of product management and strategies for building, leveraging and defending brands.

The selection, development, execution, and measurement of marketing strategies in service organizations, including the strategic and tactical differences in the marketing of services from those methods used in traditional product marketing.

The management of customer relationships has become the centerpiece of business strategy. This course introduces the student to CRM and emphasizes the financial and technological aspects of managing customer relationships.

Individual study and research with faculty direction and supervision. (Permissions of instructor and department required)

Study of special, current, or emerging topics in marketing.

Supervised work experiences in a marketing related capacity with profit or non-profit organizations. Individual work must meet the College of Business and the Department of Marketing requirements to earn course credit. (Junior/Senior standing and permission of department required) (S/U only)

Supervised work experiences in professional selling. Individual work must meet the College of Business and the Department of Marketing requirements to earn course credit. (Junior/Senior standing and permission of department required). S/U only.

An advanced study of the process and problems associated with establishing and maintaining global marketing operations. Analytical tools available to global marketing managers will be emphasized to assess competitive alternatives to include justification of international trade, and the formulation of global marketing strategies. Cross-cultural, legal, political, ethical and environmental factors are introduced to enhance global marketing decision-making.

This course focuses on the importance of brand management in an overall corporate communications strategy. A marketing manager's viewpoint is adopted in examining the management and coordination of all marketing communication to customers and stakeholders. Course discusses concepts and strategies in such areas as advertising, sales promotion, personal selling, and public relations with focus on digital marketing communications.

The course provides students with an advanced understanding of the determinants of consumer behavior as well as the implications of such behavior to a firm's marketing strategy. The course adopts an analytical approach and covers the psychological, social, cultural bases and motives for the process of consumer choice as well as the significance of such process for marketing strategy and public policy.

This course provides students the ability to interpret, evaluate and use digital marketing data. It equips students with the knowledge and skills to develop data-driven marketing decisions and to incorporate key digital analytics into a firm's existing marketing strategies.

This course uses a strategic framework to address the challenges and opportunities of digital marketing. It provides students the capabilities to develop, implement and evaluate digital marketing strategies designed to enhance brand value and drive successful marketing exchanges. The course covers a range of digital marketing tools such as e-marketing, social media, mobile, SEO and metrics.

Explores managerial aspects of the marketing of goods and services in a global economy. Analysis of operational and strategic planning problems confronting marketing managers. Topics include consumer behavior, target market identification and selection, product development and commercialization, pricing, distribution. Introduces emerging marketing technologies, and reinforces the importance of ethics and social responsibility in the orderly operation of the market system.

Advanced concepts and analysis with a strategic focus on developing marketing plans and programs for business and non-business opportunities while emphasizing applied marketing theories, technological tools, and decision-making processes.

Focus on understanding the differences between the marketing of tangible and intangible products from both the consumer and provider perspective. Strategies and tactics useful in enhancing service firm competitiveness will be studied.

Intensive study of social media marketing including best practices, challenges, metrics, and its role in market segmentation, target marketing, branding, market expansion, and marketing strategies.

Experiential learning exercise that will enable students to apply marketing theory to real world situations. Student will gain marketing related knowledge and practical experience in a profit or not-for-profit organization. S/U only. (Permission of department required)

Individual study and research under faculty direction. Topics vary and are usually selected on an individual basis. Detailed project and/or paper must be completed. (Permission of instructor and department required)

A comprehensive survey of selected contemporary issues and topics in marketing at the graduate level. Individual investigation and reporting emphasized in seminar fashion.