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Course Criteria
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3.00 Credits
This course explores the rapidly evolving world of Internet marketing and examines the strategies and tactics that firms can use to utilize the Internet as an effective marketing tool. Students discuss search engine marketing, social media tools, web site design and Internet advertising. The course also examines the role of the Internet as a channel of distribution Prerequisite: MK 201; Every Year, Fall and Spring
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3.00 Credits
Current practices in advertising including strategy and planning, copy and layout, media selection and scheduling, and budgeting are examined. Advertising is considered from the inception of researched ideas and concepts through the completed presentation. Students gain experience in creating advertisements for the major media. Prerequisite: MK 201; Every Year, All
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3.00 Credits
This course considers strategic media planning and its role in advertising and marketing. Emphasis is on the strategic and creative selection, scheduling and evaluation of traditional and non-traditional media vehicles to effectively and efficiently deliver advertising messages to target audiences. Students examine the relative strengths of various media and scheduling options for advertising both goods and services, and learn tools and techniques used to analyze media opportunities (e.g., computerized allocation software and/or other modeling techniques). Students gain hands-on experience through development of a media plan. Prerequisite: MK 201; Every Year, Spring
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3.00 Credits
This course focuses on the step-by-step development of high-impact advertising campaigns that are strategic, creative and integrated across media and communications channels. The class builds on the fundamental principles covered in previous classes, and combines this base of theory with practical hands-on experience and proven best practices for making great ads. Topics include brand design and development, competitive positioning, targeting, advertising strategy, composition and design, color theory, copywriting and strategies for delivering messages in a complex and evolving media/technology landscape. Special attention is given to the new media environment and engaging consumers online and through mobile devices. Prerequisite: MK 312 or MK 332; Every Year, Fall and Spring
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3.00 Credits
This course presents a study of issues involved in servicing and managing advertising accounts. The course emphasizes being an effective liaison between the agency and client, including internal coordination of agency functions (e.g., media, account planning, creative, production, etc.) and representation of the client organization within the agency. Students learn about the account service planning process (e.g., research, planning, execution, analysis, etc.). A key focus is providing strategic, value-added client services. Prerequisite: MK 312 or MK 332; Every Year, Fall
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3.00 Credits
This course examines the development of marketing strategies of firms that market to other firms or organizations. Integrating characteristics that distinguish business markets from consumer markets throughout the semester, topics include unique aspects of selecting target markets and elements of the marketing mix. Cases, projects, articles and exercises stress the problems facing actual business marketing firms today. Prerequisite: MK 201; Every Year, Fall and Spring
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3.00 Credits
This course focuses on theory, application and practice associated with the management of marketing communications activities. Students consider strategic implications of integrated communication, and examine promotional tools, such as advertising, special promotions, Internet/mobile, direct marketing, personal selling, public relations, publicity and display. Prerequisite: MK 201; Every Year, All
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3.00 Credits
Students are introduced to design, evaluation and management of distribution channels. Topics include channel member roles and behavior; channel performance evaluation; and logistics (e.g., transportation, inventory, materials handling and information management). Prerequisite: MK 201; Every Year, Fall and Spring
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3.00 Credits
Prerequisite: MK 201
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3.00 Credits
This course is designed to explore the marketing applications of database information, with particular emphasis on the firm's overall marketing strategy. Students examine the tools and theories that permit useful information to be derived from the growing number of information databases. Major types of databases to be examined include: scanner databases, direct marketing databases, geographic information databases, and Internet databases. Prerequisite: MK 201; Every Year, Spring
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