Marketing (MKTG)

MKTG 2302 Introduction to Marketing — 2 credits

This introductory course examines the role of marketing in organizations. Students will explore the process of identifying customer needs, segmenting and targeting markets and developing a marketing mix (product, place, promotion, pricing). Offered in the College for Women and the College for Adults.

MKTG 3250W Integrated Marketing Communications — 4 credits

This course emphasizes the promotion element in the marketing mix. Focus is place on the integration of all elements, including advertising, personal selling, public relations, sales promotion, sponsorship, interactive marketing, and other marketing channels. Students will master new web-based technologies and marketing tools, such as current social media (e.g., Twitter, Instagram) and online publishing sites (e.g., WordPress) and, online marketing schedulers (e.g., Hootsuite). As a writing intensive course, students will write individually, engage in peer-review, and produce several revisions. Offered in the College for Women and the College for Adults.

MKTG 3300 Interactive Marketing: Social Networks, Multi-Media and SEO (Search Engine Optimization) — 4 credits

Interactive Marketing: Social Networks, Multimedia, and SEO examines Internet marketing activities used by all industries in for-profit and non-profit models to advertise their brand, interact with customers, and ultimately convert searchers into buyers. This course focuses on four fundamental areas of interactive marketing: Search Engine Optimization (SEO), multimedia technologies such as graphic design, audio and video production, social networks, and community management. This course is built on experiential education where by students work on real world projects for actual clients. Using a combination of current digital marketing theory and practical exercises; students will: • Work with local small businesses and create a social media strategy • Practice creating clear and reasonable recommendations and communicating them effectively • Successfully complete AdWords and SMS certifications The course is taught in the Social Media labs. The lab is equipped with industry-quality software for graphics, web design, and video production. Offered in the College for Women.

MKTG 3350 Buyer Behavior and Market Research — 4 credits

In this course students will learn fundamental business research strategies, including the use of primary and secondary data sources, the application of marketing theory and methodologies to understand customer needs, and fundamental market research tools including survey questionnaires and focus groups. Students will explore key concepts in consumer behavior and corporate buying, including influences on customer decision making. Offered in the College for Women and the College for Adults.
Prerequisite: MKTG 2302.

MKTG 4300 Strategic Marketing — 4 credits

Students will gain an in-depth understanding of important marketing concepts, including market and customer analysis, competitive analysis, environmental analysis, portfolio analysis and the value proposition. Students will learn methods for developing a sustainable competitive advantage for a company. Using case studies, students will learn to apply methods, analyze data and develop effective market strategies. Offered in the College for Women and the College for Adults.
Prerequisites: ACCT 2110, MKTG 2302.
Recommended: a statistics course, ECON 2610, ACCT 2130, MKTG 3250W, MKTG 3350, LEAD 3400.