An introductory course covering the marketing management process. Special topics include the marketing manager's role in a market-directed economy, marketing objectives, strategic planning, and developing marketing mixes for target markets as well as traditional and new media. Material is presented as it relates to the four "P's" of marketing: product, place, promotion, and price. As a learning activity, students analyze and prepare case studies of businesses engaged in manufacturing, wholesaling, retailing and service.
This course examines basic marketing principles related to business in an international setting.
This course provides a foundation for students to understand the core principles and tools of digital analytics and methods to improve business performance through digital measurement of sales, marketing, or other business data.
In this course we explore the management functions unique to retail store operations. This course will familiarize students with decisions involved in running a retail firm and the concepts and principles for making those decisions. Emphasis is placed on principles of the retail environment, operations and administration.
Introduces the student to the field of integrated marketing communications (IMC) and its role in the marketing mix. Emphasis is placed on understanding the role for advertising, sales promotion, public relations, direct marketing, social media, and personal selling tools in the IMC program of an organization to achieve effective marketing campaigns based on clear objectives, market segmentation and target marketing, within established time and cost parameters.
In this course, we explore how data can be used for understanding and analyzing consumer demand. This type of data-informed decision making is the to maintain competitiveness in today's market place. Firms collect information about consumers when they shop. Consumers also automatically leave footprints when they interact with others on the internet. All these data sources, both internal and external to the firm, are used to understand consumer demand in modern marketing research.
This course helps develop the marketing knowledge and skills necessary for the successful manager to address the intermediate marketing issues surrounding the complex demand management problem all organizations face. Students will understand the marketing concepts, including the development of a marketing plan including objectives, strategies and tactics.
This course is a study of marketing decision making in services sectors. Primary focus is on the unique aspects of services that impact marketing decision making in small and medium-size enterprises. This course will build upon basic marketing principles to provide learners with the skills necessary to market and manage services in an increasingly competitive global marketplace. Students will apply course concepts to solve problems in actual business cases involving firms in North America, Europe, and Asia.