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Course Criteria
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3.00 - 4.00 Credits
An introduction to marketing research strategies and consumer behavior models. Students identify consumer needs and desires. Qualitative research techniques: research design, sampling, statistical analysis, focus group interviews, demographic analysis, sensory and perpetual analysis, attitude analysis, and psychographics are investigated. Prerequisite: BSE 2610, STAT 1490
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3.00 - 4.00 Credits
An analysis of marketing communication with an emphasis on business com-munication. Marketing decisions concerning message design, target markets, and media audiences. Evaluation of media vehicles, perceptual, social, cultural, and technological determinants of message and writing form, style, and content. Prerequisite: BSE 2610
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2.00 - 3.00 Credits
The development of creative strategies for products and services, demonstra-tion of copy platforms, review of various execution approaches, and instruction in writing skills needed for the development of headlines, subhead, and body copy for both print and electronic media. Advertisements will also be crafted including rough layouts and storyboards.
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2.00 - 3.00 Credits
Focuses on the problems, techniques, and strategies of buying space and time in a variety of print, electronic, internet, interactive and outdoor media.
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2.00 - 3.00 Credits
Advanced study of copy and layout to develop a broader, fuller understanding and appreciation of the creative advertising process, both theoretical and practical. Students develop and prepare creative portfolios in preparation for entering the creative areas of the advertising industry.
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2.00 - 3.00 Credits
An analysis of marketing channels as systems of interrelated and interdepend-ent organizations engaged in marketing goods and services to industrial, insti-tutional, or household consumers. Behavioral dimensions of channel relations such as communication procedures, roles of channel members, and conflicts within the distribution network are discussed. Construction of effective and efficient distribution networks of manufacturers, wholesalers, retailers, transportation, and Internet based firms are emphasized. In particular, this course focuses on retail management and Internet marketing management. Prerequisite: BSE 2610 and CSIS 1010.
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3.00 Credits
Students develop and evaluate a marketing plan for a product or service. Identifying markets, estimating demand, determining budgets, and evaluating the effectiveness of programs are emphasized. Creating product concepts; managing products through the product life cycle; understanding portfolio analysis; developing policies for pricing, advertising, sales marketing channels, and cus-tomer relations are discussed. Prerequisites: BSE 3610, 3620, and 3630
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2.00 - 3.00 Credits
Challenges facing companies that enter and operate in foreign markets. International marketing objectives, strategies, and policies are investigated, with an emphasis on foreign market selection. Corporate adaptation of products, distribution channels, and communications to fit each foreign market is addressed. Prerequisite: BSE 2610
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2.00 - 3.00 Credits
A comparison of marketing products with the marketing of services, with an emphasis on the hospitality industry. Services are intangible, cannot be stored, and typically are produced and consumed at the same time. Services are quite variable because they are dependent upon who provides them as well as where and when they are provided. Internal training and motivation of customer contact employees and service personnel are discussed. Technical quality and functional quality determine overall service quality. Prerequisite: BSE 2610
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2.00 - 3.00 Credits
An introduction to various issues and topics relevant to nonprofit leadership. Nonprofit leaders from a variety of organizations will share their expertise with the class. Students should enroll each semester they are in the certificate program; new topics and themes are introduced each semester.
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