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Course Criteria
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3.00 Credits
Nature of the professional selling function and its relationship and contribution to the marketing strategy of organizations. Special emphasis is placed on broadly applicable principles and effective personal communication skills during the sales process.
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3.00 Credits
The major current factors affecting international marketing. Course is designed to acquaint students with the growing importance of world marketing in the U.S. and the strategic issues involved.
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3.00 Credits
This course enables students to appreciate the systematic approach that goes into the creation and marketing of new products. Practical aspects of developing and marketing new products are inculcated through two assignments and one class project.
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3.00 Credits
This course is focused on the study and practice of marketing all aspects of an entrepreneurial venture: the new company itself as well as its products or services. Topics will include: branding, pricing and costing, buying behavior, market segmentation, channel management, as well as exploring issues such as intellectual property, customer service, corporate versus product web sites, media exposure and PR, and maintaining an integrated plan for building the venture's brand.
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3.00 Credits
In this course, students learn about the components involved in researching, planning, creating, and executing advertising strategies. The class gives students a better understanding of how advertising can be effectively used in a marketing strategy. Students also learn how advertising both influences and is influenced by cultural trends. Implications of this to both marketers and society as a whole are discussed.
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3.00 Credits
This course will introduce students to the principles of Internet marketing from both perspectives of theory and practice. On the theory side, students will learn foundations and recent research and development of Internet marketing. Main contemporary Internet marketing issues will be extensively discussed in class, including social media marketing, search engine marketing, e-commerce, online advertising, mass customization, and others. Students will also learn how to form an appropriate strategy for an Internet marketing campaign and use quantitative skills to analyze the effectiveness of such a campaign. On the practice side, students will collaborate in teams and participate in a real-world Google online marketing challenge. Students will grasp critical concepts of search engine optimization by working with a local business client, laying out a suitable pre-campaign strategy, implementing and modifying the campaign in real time, and summarizing the campaign results in a meaningful and concise manner when it is over.
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3.00 Credits
This course is devoted to the study of health care marketing and the health care system involved with the task of marketing products and services. As health care reform continues to evolve current market conditions and transform existing organizations into new practices, this course will focus on how managed care providers, hospitals, physicians, federal government, device and pharmaceutical companies will embrace the new patient-centered market in their marketing strategies. Key learning objectives include: Health Care System Interaction, Consumer Driven Market Research & Segmentation, Health Network Channel Partner Marketing Services vs. Good Marketing Variation, Health Care Service Selection Drivers, Patient & Community-Oriented Marketing Technology, Social Media & Advertising Impact on Health Marketing, Cause & Global Marketing Platforms in Health Care and Integrated Marketing & Marketing Variation between health care Segments.
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3.00 Credits
This course introduces the student to the basics of evolving new media business metrics and corresponding forms of audience and competitive marketplace analysis. Students will research and evaluate business models for multiplatform new media products that use any combination of print, radio, television, internet, or mobile technologies. Product evaluations will be set within the context of comparative media economics, new media market dynamics, and advertising revenue projections. The goal will be to evaluate whether an existing or a current media product has the critical mass required for profitable advertiser metrics. Students will be exposed to developing new media usage patterns, cross platform media support strategies, new models of entertainment and news gathering, and corporate media acquisitions and mergers. Local media executives, and entrepreneurs will be invited to class to review current trends and discuss strategies for success.
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3.00 Credits
Marketing Management is a capstone course that examines new concepts and insights regarding marketing management. Through case analysis the course covers important aspects of marketing management. The students also participate in a simulation in which they manage multi-segment markets.
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1.00 Credits
The student is individually assigned to an operating business firm or other organization to gain insight into management practices in the area of their career interest. The internship cannot be used to satisfy course requirements for marketing majors or minors and periodic reports and conferences are required. May be taken only for CR credit, based on a C grade average or better - NC no credit, based on a course average below a grade of C.
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