Marketing

An overview of the functional areas of business in a global society. Students will complete the course with knowledge of the general business environment, economic systems, business ethics, operations and project management, and technology and information systems. In addition, students will learn the fundamentals of economics, business ownership, entrepreneurship, finance, management, leadership, and marketing. Key themes woven throughout the course include exploration of career options and development of business problem-solving skills.

Principles of Marketing examines the organization's functions for creating, communicating, and delivering value to customers. The course also examines the role and importance of marketing in the firm and other organizations. Topics include marketing plans & strategies, digital marketing, marketing research, market segmentation, distribution, pricing, promotion, marketing ethics and product development.

Advertising psychology, strategies, and methods are covered in this introduction to the field. Topics include planning advertising campaigns for all types of media. Class projects give the student practice in creating and communicating ideas using advertising strategy and techniques.

This course explores the fundamental sales process of analyzing customer needs and satisfying those needs with a relevant product or service. Topics include prospecting and qualifying potential buyers, preparing for sales calls, delivering sales presentations, handling customer objections, negotiating sales transactions, closing sales, and providing effective follow-up.

The marketing research portion of the course includes the allocation and usage of secondary as well as primary data sources, the understanding of basic concepts, the collection of information, the proper analysis of the data acquired, and the screening of sample applications. The consumer behavior section of the course will introduce the student to knowledge, concepts, and models that use consumer behavior to generate explanations for the behavior of individual consumers and groups, the decisions they make, and the culture in which they live. The final section of the course focuses on the application of marketing research and consumer behavior. Students will learn how these skills can help them in business and how to build their own research study.

This course addresses strategies marketers may use to best communicate with their customers and other stakeholders. By applying an Integrated Marketing Communications perspective to marketing promotion, all aspects of communication are pulled together, thereby providing a more complete treatment of advertising, sales promotion, direct marketing, personal selling, public relations, publicity, and interactive media.

This is a survey course of basic principles and objectives of public relations, including publicity and promotion techniques. Emphasis is on the tools, such as media and publication, in planning public relations programs. This course is the same as Journalism 43. Credit may be earned for either, but not both.

This course surveys the principles and techniques of current and evolving business communication as a process in a variety of business situations. The course emphasizes planning, organizing, composing, and revising business documents using appropriate utilization of a variety of technological platforms, business related internet writing contexts, and web resources. Also, this course will incorporate a variety of internet-based communication tools relevant to doing business in today's world. This course is designed for students who already have college-level writing skills.

This course introduces students to digital marketing. Students will learn how to develop and implement various digital marketing channels, such as search-engine optimization (SEO), search engine marketing (SEM), social media marketing, pay per click (PPC) advertising, affiliate marketing, email marketing and content marketing. The course will emphasize the strategic role of digital marketing in traditional marketing; its impact on the customer experience; and how to track its effectiveness.

The course provides an overview of the dynamic area of Customer Relationship Management (CRM), a strategic methodology that recognizes customers as the core of the business. Partner Relationship Management (PRM), Customer Experience Management (CEM) and the impact of social networking will also be explored.

This course is an exploration of the business of Hip-Hop from localized exhibition to a domestic and international phenomenon. With the emergence of new technology, there is a need for a new criterion in the analysis of Hip-Hop as an entertainment industry leader. Students examine the business practices of moguls and pioneers, such as Dr. Dre, Jay-Z, Kanye West, Master P, and Sean Combs. This course emphasizes the evolution of the business elements of hip-hop: urban entrepreneurialism, sales & marketing, and intellectual property.

This course provides the basic foundations of international marketing and then explain how companies can grow by going abroad or sourcing ideas/expanding into other countries or industries. Students explore all aspects of marketing from a global perspective to better respond to international opportunities and competitive situations. This course is designed to promote an understanding of the impact that a country's culture and environment have on the marketing mix as well as the problems of competing in markets having different cultures.

This course introduces students to the problem-solving and innovation methodology called design thinking, using an approach called “Design for Delight” that was developed at Intuit. Design for Delight (D4D) uses deep customer empathy, strategic brainstorming and idea selection methods, and rapid experiments with customers to build products and solutions that create value for businesses and stakeholders, and ultimately improve people’s lives. Emphasis will be placed on experiential learning, with students learning and practicing specific behaviors and skills that enable entrepreneurs to creatively solve customer and business problems in all types of organizations including for-profit, non-profit, healthcare and education.

This course introduces students to the decision making process called Design Thinking. Design Thinking emphasizes deep user understanding, intentional iteration and a focus on possibilities as a way to improve people's lives and enhance and create value for stakeholders. Design Thinking draws on methods from engineering and design and combines them with ideas from the arts, social services and the business world. Emphasis will be placed on experiential learning, identifying specific behaviors and skills that enable design thinkers to meet customer demands in all types of organizations including for-profits, non-profits, healthcare, arts and education.

Digital marketing enables an individual or business to promote an organization, brand, product or service using a variety of online marketing strategies: content marketing, social media marketing, search engine marketing and e-marketing. Numerous tools and applications are utilized to deliver these strategies, such as a content management system; blogging; content creators and editors for images, posts and videos; crowdsourcing; podcasting; RSS feed and directories; social media business accounts and ad managers, like Facebook Ad Manager; search engine advertising, like Google Ads; SEO techniques and tools; third party tracking and analytics tools, such as Google Analytics; email and direct message marketing; and event promotion. This course provides the skills to use these tools and applications for a successful digital marketing campaign.

This is a survey course of basic principles and objectives of public relations, including publicity and promotion techniques. Emphasis is on the tools, such as media and publication, in planning public relations programs. This course is the same as Journalism 43. Credit may be earned for either, but not both.