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Course Criteria
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3.00 Credits
This course is designed to offer students important perspectives of Marketing Management for Entertainment Services. Entertainment services, encompassing motion pictures, television, broadcasting, publishing, music, sports, tourism, Internet, gaming, performing arts, and theme parks, are rapidly growing and taking a center stage in today’s service-driven economy. As the leading U.S. export category, they generate $500 billion worldwide. Entertainment services share several unique features, such as highly uncertain demand, short lifecycles, experiential nature, and sequential distribution. These features require in-depth understanding of the unique challenges and opportunities in managing their new product introductions, pricing, media planning and promotion, and distribution. This course will merge real-world knowledge of how various entertainment services operate, conceptual framework of marketing strategies, and hands-on analytical tools that aid practical decision making. The course is suitable for students who intend to pursue a career in the media, entertainment, or more generally, service industries; and for those who simply wish to gain a better understanding of marketing management for entertainment service industries in general.
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3.00 Credits
Introduces students to the subject of negotiation by exposing them to various activities of negotiations such as: general tactics, preparation, promoting relationships, managing tension, creating and claiming value, and closing a negotiation. Case studies, supplemented by readings, will be used liberally and role-play from time to time will be used to demonstrate actual negotiating situations, simple, complex, and spontaneous.
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3.00 Credits
This is a course designed to give the student a working knowledge of Advertising. The course is targeted to students who want to understand the inter-workings of an Advertising Agency but do not want to pursue Advertising as a career. It will develop the tools of advertising to sell goods and services as well as brand and image. Students will be expected to gain knowledge of the issues facing the advertising agency and clients of today. The course will slant toward the advertising agency side of the agency/client partnership. The topic of creativity will be discussed; however students will not be required to design final ads or write final copy in any other than an occasional assignment to conceptually highlight and describe the direction of their ideas. Emphasis will be on the understanding of the business of Advertising and planning the advertising campaign. The overriding theme will be to demonstrate how Advertising fits into integrated Marketing Communications.
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3.00 Credits
Examines how firms can employ predictive analytics and customer insights to 1) acquire more profitable customers, 2) provide customers with innovative goods and satisfactory service experiences, and 3) effectively manage customer relationships. The course examines market strategies for using customer equity management to maximize the return on marketing expenditures and to enhance revenue performance and customer perceptions of service quality.
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4.00 Credits
This course is designed to introduce you to the field of advertising and integrated marketing communications. The emphasis in this course will be on the role of integrated advertising and promotion in the marketing communications program of an organization. As with any specialized field of marketing, we will analyze how this area of advertising and promotion fits into the overall marketing process. Our major thrust will be to study how various factors (creative, media, etc.) should be considered in planning, developing, and implementing advertising and promotional campaigns and marketing programs.
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4.00 Credits
This course is designed to allow students to analyze integrated marketing communication campaigns. In addition, this course will take a critical look at strategic decisions associated with media choice as part of any integrated communication plan. The course will be taught utilizing industry experts to present via teleconferencing. Students will work on the National AAF case competition and develop a selling strategy, creative development, and media analysis.
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3.00 Credits
This course focuses on how consumers meet needs through the evaluation, acquisition, and use of goods and services. Covers major influences on the consumption process, including psychological, situational, and socio-cultural factors. Specific topics include perception, attitudes, values, consumer decision-making, and customer satisfaction, among others. The marketing implications of understanding the consumer are emphasized, but social factors are also considered.
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3.00 Credits
A second research-oriented course in the Marketing concentration, curriculum that blends relevant classroom discussions, executive presentations, company visits, and marketing research to explore Global consumer behavior, market dynamics, and cross-cultural marketing strategies. The course will expand some of the topics addressed in COMM 302 and 353, with special attention given to the different aspects of marketing in specific Global Markets.
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3.00 Credits
For non-accounting concentrators who want to learn enough about the federal tax system to recognize the tax problems and planning opportunities inherent in common business and financial transactions. (Y) Prerequisites & Notes Prerequisite: Non-accounting concentration. Credits: 3
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3.00 Credits
For non-accounting concentrators who want to learn enough about the federal tax system to recognize the tax problems and planning opportunities inherent in common business and financial transactions.
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