Marketing

This capstone course is focused on creating and implementing a successful marketing strategy in a competitive marketplace. Students develop strategies to minimize problems and/or capitalize on current opportunities in the marketplace.  Because this is an advanced experiential course, students also create a strategic marketing plan for a real-life client project.

Marketing research is simply an organized way of developing and providing information for decision-making purposes. The quality of information depends on the care exercised at each step of the research process. In this course, students learn how to formulate a research problem, determine a research design, and evaluate methods and develop instruments for data collection. They then analyze the data and recommend the appropriate action to management.

Learn how to utilize industry-leading digital analytics tools to collect and analyze consumer data to support decision-making and the development of marketing strategies that are informed by those insights. This includes social media listening, consumer sentiment monitoring, and share of voice competitor analysis. You will also use a web analytics platform to learn how to track, segment, and measure the online and mobile device usage behaviors of customers and visitors. 

This course introduces the benefits of using a systematic and analytical approach to marketing decision-making and integrates marketing concepts with practice. Students “learn by doing” as they explore the relationships and patterns in customer and marketing data. Advanced analytical software is used to perform predictive analysis techniques that are applied in the marketing field.

Retailers represent the consumer-end of the supply chain, providing a connection between the general public and suppliers. Retail management is more than just running a commercial business; it requires real estate investments, staff and stakeholder management, and general decision making. This course focuses on experiential learning, as you take the theoretical ideas into the real world.

This course introduces students to the complexities of integrated sustainability from a managerial perspective. Today's sustainability issues are all encompassing and include strategies for managing structural injustice challenges, and ecological integrity concerns throughout the entire ideation to go-to-market process. Firms must make thoughtful investment and resource decisions and marketers must learn to adapt their marketing strategies to sustainable products and services.

How do customers learn about and choose one product or service over another? The answer is social media and advertising. In this course, students learn how to effectively communicate to target segment(s) across social media platforms and how to coordinate social media with an overall advertising strategy. This course first explores online consumer behavior and microtargeting, then discusses content and creative strategy planning. Students then examine how to apply these strategies to social media platforms, while integrating with traditional media.

This interdisciplinary course draws on research from sociology, psychology, strategy and economics, focusing on the factors that shape consumer needs and influence buying behavior. Students explore how individual behavioral variables and group influences affect the consumer decision-making process, and learn how to analyze marketing programs to improve consumer satisfaction.

Immerse yourself in creative thinking in this virtual internship experience in a "virtual" best-of-breed advertising agency where students learn about developing effective advertising alongside some of the most talented and experienced advertising professionals in the industry. The "virtual" ad-agency internship experience provides students with real-world learning in all aspects of current advertising and firsthand exposure to exciting career paths they may not otherwise encounter in a conventional advertising course.

The purpose of this course is to understand the nature and functions of marketing in a global context, specifically marketing to multiple countries simultaneously. Students are exposed to different cultures and environments, analyze global market opportunities, and develop global marketing strategies that leverage experience, knowledge and investments across multiple countries.