Curriculum
Marketing Frameworks
(MKTG 625) - 1.5 credits
Gain a practical understanding of the frameworks and tools used to solve marketing problems. Examine strategy formulation and the marketing mix (product, price, place and promotion) tied to an assessment of the marketplace (company, competitors, customers). Learn to leverage marketing research, perform quantitative and qualitative analyses, and think critically about strategic and tactical marketing decisions.
*May be waived for qualified students. To ask if you qualify for a waiver, please contact us.
(MKTG 780) – 3 credits
Get a broad overview of the role of marketing communications processes and the wide range of communications activities used in selling/promoting products and services. Specific topics include: advertising, public relations, sales promotions, direct marketing and the strategies that drive them. Develop a strategic perspective and an understanding of the need for an integrated communications plan through a combination of readings, cases and application exercises. Prerequisite: MKTG 625
(BCOM 661) – 3 credits
Study the communication principles and practices necessary to manage a company’s or product’s reputation in the evolving landscape of traditional and social media. Explore how employee, investor, community, government and organizational communication practices and engagement strategies differ from each other, yet are used together to communicate a consistent organizational message. Case histories focus on reputation management issues and programs; how research, planning, communication and measurement are applied; and the roles of communication and management to successfully build and maintain positive reputations.
The Creative Process
(BUID 620) - 3 credits
Can creativity be taught? Read literature about creativity, study creative people and their contributions to society, and explore how creative ideas form and are communicated. Develop strategies to actualize the creative potential of individuals and groups.
Persuasion
(BUID 635) - 3 credits
Study theory and research on social influence and persuasion, drawing primarily from work in the social sciences. Gain a conceptual foundation upon which to develop your own skills and techniques for increasing message persuasiveness, instigating behavioral and attitude change, and protecting oneself from unwanted persuasion. Topics covered have broad applicability both within and outside business contexts but relate particularly to issues in marketing, sales and management. Learn from a variety of approaches, including lecture, case analysis and both instructor- and student-led discussion.
Organizational Communication
(BCOM 641) - 3 credits
Analyze communicative dimensions of organizations, including formal and informal communication systems, the development and effect of culture, the process of change, and the methods for diagnosing problems and assessing communication effectiveness.
Advertising Strategy
(MKTG 671) - 3 credits
Study the development of an advertising plan and message strategy as part of an overall marketing effort, including creative and media planning. Apply principles to actual practice in class projects. Learn from real-word cases studies presented by guest speakers. Prerequisite: MKTG 625
Brand Management
(MKTG 725) - 3 credits
An expansion upon basic marketing theory, this course focuses on strategic planning and decision-making as it applies to the product/brand manager. Develop brand management skills through hands-on applications of the concepts presented. Develop your skills in the formulation, execution and evaluation of the effectiveness of product/brand strategies and tactics. We will utilize extensive case studies, applied exercises and in some sections, a product management computer simulation to develop and increase your understanding of the role of the product/brand manager. Prerequisite: MKTG 625.
Digital Marketing Fundamentals
(MKTG 774) - 1.5 credits
Get an overview of how digital marketing significantly contributes to the achievement of business goals and priorities. Examine the concepts, strategies and applications related to websites, display advertising, search, email, social and mobile marketing. Learn how to leverage each digital marketing method to acquire and strengthen customer relationships across the customer life cycle. Prerequisite: MKTG 625.