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Course Criteria
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3.00 Credits
Understanding the needs, desires and behavior of customers often determines which company will survive. Customer Relationship Management (CPM) is doing business through one-to-one relationships using new technological advances created by the information revolution. Focuses on customer development and retention, particularly for the firm's best customers, with emphasis on the management of customer relationships.
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3.00 Credits
Emphasis on the emergence of a global marketplace and significant new challenges facing business management in a competitive and rapidly changing international environment. Stresses the problems and challenges that differences in cultural, political, and socioeconomic environments introduce into the marketing process in international operations. Main focus is on the European Union, broadly interpreted to include countries throughout Europe. Foreign competitors and their effects on the American market will also be explored.
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3.00 Credits
Instruction in beginning a successful management career in retailing. The retail firm is presented as an integral part of the overall supply chain with emphasis on entrepreneurial and small business retail strategy and operations applicable to a wide variety of industries. Focus is on equipping students with knowledge and skills necessary to create realistic and successful retail strategy.
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3.00 Credits
Students will learn a conceptual foundation and practical approach to developing successful social media marketing plans. Emphasis will be placed on a social media planning model that provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals.
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3.00 Credits
Examines the principles of advertising, sales promotion, and related tools within the context of the overall marketing communications program. Focuses on the relationship of advertising, sales promotion, and other tools to marketing plans, the different types of strategic and tactical methods which can be employed, and the evaluation of the overall campaign.
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3.00 Credits
Analysis of the manager's role in sales force management and related organizational environments. Getting results through others by planning, organizing, staffing, directing, controlling, and motivating employees to achieve the organization's objectives. The process of attaining influence, recognition, and power in an organization.
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3.00 Credits
Business-to-Business Relationship Marketing builds upon the foundations of marketing to focus specifically on relationships among industrial companies including suppliers, manufacturers, distributors, and brokers. This course integrates a discussion of organizational behavior, value creation, business-to-business channel relationships, and long term customer retention. Business-to-Business Relationship Marketing incorporates major business functions such as supply chain management, personal selling, customer relationship management and business communications. In business markets these functions are interdependent and require seamless integration in order for the firm to survive in a global economy.
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3.00 Credits
Analysis of professional selling methodology including communication, persuasion, negotiation, and salesmanship. Evaluation of these principles in both business and social environments. Credit may not be received in both MAR 4412 and MAR 4701.
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3.00 Credits
Conducting marketing research to provide information to be used in decision-making. Emphasis placed on problem formulation and evaluation of research designs leading to problem resolution. Data analysis using statistical analysis package and research report writing. Requires marketing research project. Offered concurrently with MAR 5616; graduate students will be assigned additional work.
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3.00 Credits
This course explores digital marketing in the context of business issues that concern marketers. Topics will include websites, online branding, search marketing, and social media marketing. In addition, the course covers email marketing and marketing analytics.
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