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Course Criteria
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3.00 Credits
An overview of how to use the Internet to gather and evaluate primary and secondary sources of business information for product development, market research, sales, advertising and promotion, and customer service/retention.
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3.00 Credits
Introduction to emerging Web 2.0 technologies with particular emphasis on the role of the various social networking tools used in the process of marketing to and communicating with consumers. The contemporary marketing toolset has expanded electronically with the mainstreaming of Web 2.0 tools and tactics. Components of the course include online viral (word-of-mouth) marketing, target audience(s) selection, and the integration of Web 2.0 technologies into an Integrated Marketing Communications program. Examples of Web 2.0 features and tools to be explored include online communities, wikis, blogs, vlogs, podcasts, RSS feeds, and mobile communication devices. At the completion of the course, students will have a well-developed understanding of the tools available to marketers in the Web 2.0 environment.
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3.00 Credits
This course introduces the field of market research with particular emphasis on how to use research data to make better marketing decisions. Topics covered include the market research process, research design and data sources, data collection, and the analysis of marketing research data.
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4.00 Credits
This course emphasizes the role of advertising and promotion in the marketing communications program of an organization. The field of advertising and promotion is examined from an integrated marketing communications perspective. Attention is given to other promotional areas such as direct marketing, sales promotion, publicity/public relations, and personal selling. The overall marketing process, consumer behavior, communications theory and the evaluation of advertising and promotion media will be emphasized. Attention will also be given to the regulatory, social and economic factors that influence, and are in turn influenced by, an organization's advertising and promotional program.
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4.00 Credits
Introduction to interactive marketing media with particular emphasis on the integrated marketing communications perspective and the inclusion of electronic and interactive marketing in a comprehensive marketing program. Current industry usage of relationship marketing, cybermarketing, database marketing, testing and electronic direct marketing and other Web 2.0 tactics and tools will be discussed. Components of the course include target audience(s) selection, application of direct marketing strategy to interactive marketing, Direct Response Television and Mobile marketing, Cybermalls and the integration of other media. At the completion of the course, students will have developed an understanding of the various Web 2.0 media available to be considered for use in an integrated marketing communications effort.
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3.00 Credits
Course introduces media buying and selling with particular emphasis on the role of the various participants in the process: clients, advertising and media agencies, media sales companies, media companies, etc. Current industry selling practices for print and electronic media will be discussed. Components of the course include media plan development, target audience(s) selection, and integration of a media plan into an advertising plan. At the completion of the course, students will have developed portfolio-ready examples of work
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3.00 Credits
This course studies the characteristics of services, their contribution to an economy, service quality, service customer behavior and the relationship between organizational performance and customer retention. Emphasis will be placed on customer satisfaction measurement, coordination issues between marketing and operations in the design and implementation of service delivery, and the utilization of emerging technology.
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3.00 Credits
This course will give students an understanding of the basic organizational structures, systems and practices of nonprofit organizations. Emphasis will be placed on identifying the various types of nonprofit organizations, nonprofit marketing mixes, and nonprofit marketing strategies. The role of technology in the delivery of effective service and administration for nonprofit organizations will also be examined.
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3.00 Credits
This course offers an overview of the marketing and technical aspects of e-Commerce. Students are introduced to basic network concepts and protocols; how various markets (consumer, business-to-business, and government) make use of e-Commerce; the four fundamental marketing considerations of product, price, distribution/place and promotion as informed by interactive media; and the design and financial and ethical aspects of e-Commerce.
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5.00 Credits
This course provides the student with an overview of the impact of merchandising strategies on the fiscal management of store operations. Special emphasis is given to the mathematical tools that aid in merchandise planning, selection, and pricing. Students will use basic math formulas that are used by buyers, department managers and store owners in order to operate their businesses, stores or departments profitably.
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