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MK 388: Global Marketing
5.00 Credits
City University of Seattle
In this course, you will study international marketing principles. You will learn about the challenges and opportunities of international trade, cultural dynamics of different markets, development of marketing strategies, and various strategies for negotiations.
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MK 388 - Global Marketing
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MK 390: Advertising & Sales Promotion
5.00 Credits
City University of Seattle
In this course you will study advertising and promotion techniques that enhance a company's marketing strategy. You will learn about the creative process behind advertising campaigns, discover the pros and cons of various media and how the Internet has created new opportunities and challenges. This course combines theory with practical application providing many examples of how successful marketers communicate with their customers through advertising and promotion.
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MK 390 - Advertising & Sales Promotion
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MK 400: Marketing Strategy
5.00 Credits
City University of Seattle
This course applies marketing concepts and theories to actual business situations. Emphasis is placed on components of customer-focused strategic planning and decision making for sustainable competitive advantage in domestic and global markets.
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MK 400 - Marketing Strategy
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MK 401: E-Marketing
5.00 Credits
City University of Seattle
An exploration of the ways in which traditional marketing has been transformed using electronic methods, as well as techniques and strategies for Internet marketing and analysis of customer relationship management in the B2B and B2C environments.
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MK 401 - E-Marketing
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MK 402: Understanding Consumer Behavior
5.00 Credits
City University of Seattle
This course will provide a broad analysis of the social, cultural, economic, and psychological factors that influence the decision-making process of consumers. Methods of measuring and analyzing consumers and consumer markets are also introduced. Students will learn why they tend to buy the products and services they do; and how marketing practitioners can anticipate and predict buying behavior. Students will develop an ability to explain particular behavior of consumers. A concluding consumer research project will be presented by the student that makes practical use of the new knowledge acquired.
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MK 402 - Understanding Consumer Behavior
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MK 403: Public Relations
5.00 Credits
City University of Seattle
An introduction to the role of public relations, responsibilities and duties of the PR professional, as well as functions of the PR department. Topics include crisis communication, issue management, and building and managing an organization's image. Students will develop a public relations campaign, write news releases, fact sheets, media advisories, feature articles, etc.
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MK 403 - Public Relations
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MK 404: Brand Development & Management
5.00 Credits
City University of Seattle
This course addresses what branding is and how to shape and measure it. Topics include how to build and grow a corporate brand, increase brand relevance and influence, build brands in a digital world, work with employees to build a brand, influence and shape brand behavior, and win acceptance in the marketplace. Students will develop a comprehensive brand development plan and tools for implementing it.
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MK 404 - Brand Development & Management
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MK 405: Integrated Marketing Communications
5.00 Credits
City University of Seattle
This course introduces students to the concept and application of integrating the elements of advertising, sales promotion, public relations, direct marketing and other essentials of the marketing mix to support the overall marketing strategy. Emphasis will be placed on linking the fundamentals of segmentation, targeting, positioning, buyer behavior, and branding with planning, budgeting, and executing a comprehensive, integrated marketing communication program from message development through media selection.
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MK 405 - Integrated Marketing Communications
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MK 495: Marketing Capstone
5.00 Credits
City University of Seattle
Marketing Capstone is the culminating course that provides the student an opportunity to integrate discrete skills gained from prior coursework in public relations, advertising, brand development, e-marketing, consumer behavior, marketing research, and integrated marketing communications. Students analyze and develop strategies for product or service design and positioning, pricing, promotion, channel distribution and customer acquisition and retention, viewing them from a sustainability perspective. Marketing research provides a framework for
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MK 511: Marketing Research and Consumer Behavior
3.00 Credits
City University of Seattle
information-based decision making. It links consumer behavior with marketing strategy. Topics include analysis and application of data collection; online, domestic, and international marketing research; strengths and weaknesses of marketing research methodologies.
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MK 511 - Marketing Research and Consumer Behavior
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