MRKT Course Listing
Marketing Principles (MRKT 310, 3 Credits)
(Not open to students who have completed MRKT 311. Not applicable to the certificate in Digital Marketing.) A foundation in the principles of marketing used to manage profitable customer relationships. The objective is to understand the pivotal role of marketing within both an organization's strategic plan and the marketing process and determine marketing strategies and tactics. Topics include consumer behavior, competitive analysis, segmentation, target marketing, positioning, branding, new product development, pricing, value chains, and marketing communications. Students may receive credit for only one of the following courses: BMGT 350, MGMT 322, MRKT 310, or TMGT 322.
Digital Marketing Principles (MRKT 311, 3 Credits)
"An introduction to the various types of digital marketing and the skills needed for each type. The aim is to understand the various stages in the customer journey and marketing funnel. Discussion covers developing a unique value proposition and assessing the contribution of a SWOT (strengths, weaknesses, opportunities, threats) analysis to a marketing plan.. Projects involve the application of key metrics and key performance indicators (KPIs) commonly used in digital marketing and culminate in the presentation of a digital marketing plan."
Nonprofit Marketing (MRKT 314, 3 Credits)
Prerequisite: MRKT 310. An overview of the key issues of marketing in a nonprofit organization. The aim is to develop marketing plans that maximize exchange relationships with multiple stakeholders. Topics include the application of marketing-mix principles. Projects include researching and writing a grant proposal. Students may receive credit for only one of the following courses: BMGT 398B or MRKT 314.
Integrated Marketing Communications (MRKT 354, 3 Credits)
(Not open to students who have completed MRKT 355. Not applicable to the certificate in Digital Marketing.) Prerequisite: MRKT 310. A project-driven study of the integration of marketing communication tools used to achieve customer-centered marketing communications objectives. The goal is to develop and evaluate an integrated marketing communications plan and manage the marketing communications function. Topics include advertising, direct marketing, public relations, sales promotion, interactive and social media, buzz marketing, and personal selling. Students may receive credit for only one of the following courses: BMGT 354 or MRKT 354.
Integrated Marketing Communications in Digital Media (MRKT 355, 3 Credits)
Prerequisite: MRKT 311. An examination of how to leverage various digital media tools to achieve customer-centric marketing communication objectives. Focus is on using search-and-display marketing as an effective aspect of an Integrated marketing communication strategy. Discussion covers how to develop advertising campaigns on paid ad platforms and using keywords to promote digital content in online searches.
Email Marketing (MRKT 356, 3 Credits)
Prerequisite: MRKT 311. An introduction to various aspects of an effective email marketing campaign, using segmentation, personalization, automation, and data analysis strategies. Topics include techniques to incorporate triggers in automated campaigns and generate Mailchimp email campaign reports. A final project entails presentation of a plan to execute an effective mail campaign.
Managing Customer Relationships in Digital Marketing (MRKT 394, 3 Credits)
Prerequisite: MRKT 311. The analysis of digital marketing strategies in order to promote and retain customer relationships. Topics include identifying potential customers and analyzing data to improve the results of marketing campaigns. Hands-on experience in using Google Analytics and conducting A/B tests is provided through course projects. Data visualization techniques are used to gain better insights into customer experience.
Managing Customer Relationships (MRKT 395, 3 Credits)
(Not open to students who have completed MRKT 394. Not applicable to the certificate in Digital Marketing.) Prerequisite: MRKT 310. A comprehensive study of marketing strategies focused on identifying profitable customers, retaining those customers, and growing their lifetime value. The aim is to identify and differentiate individual customers and customer groups, use data to determine customer interactions, and determine how to provide customization within a mass customization environment. Topics include data mining to identify individual customers, determining loyalty segments of customers, assessing the lifetime revenue value of customers, understanding customer behavior, developing programs to change customer behavior, and designing customer loyalty and customer service programs and policies. Discussion also covers various customer relationship management (CRM) technology-related tools and metrics to support management's assessment of customer relationship management efforts. Students may receive credit for only one of the following courses: BMGT 395, BMGT 398A, MGMT 395, MGMT 398A, or MRKT 395.
Consumer Behavior (MRKT 410, 3 Credits)
(Not open to students who have completed MRKT 411. Not applicable to the certificate in Digital Marketing.) Prerequisite: MRKT 310. A study of the increasing importance of understanding consumers in the marketing system. The objective is to assess internal, external, and situational factors in developing marketing strategies; apply internal factors to market segmentation; and formulate marketing-mix strategies. Discussion covers the foundations of consumer behavior (such as economic, social, psychological, and cultural factors) and the influence of well-directed communications. Consumers are analyzed in marketing situations as buyers and users of products and services and in relation to the various social and marketing factors that affect their behavior. Students may receive credit for only one of the following courses: BMGT 451, CNEC 437, or MRKT 410
Consumer Behavior in Digital Media (MRKT 411, 3 Credits)
Prerequisite: MRKT 311. A study of consumer motivation and consumer behavior in a digital environment. The aim is to synthesize consumer research in order to develop insights into the target audience. Topics include branding, content development, and channel management strategy and their contribution to the consumer experience. Discussion also covers effective blog writing and developing optimum visual designs to influence consumer behavior.
Marketing Research (MRKT 412, 3 Credits)
Prerequisites: MATH 105 and MRKT 310. A study of the specialized field of marketing research as it is used to identify market needs, profile target markets, test promotional efforts, and measure the effectiveness of marketing plans. The goal is to assess marketing research needs, design and implement a marketing research plan, and use results to formulate marketing strategies. Discussion covers procedures for planning survey projects, designing statistical samples, tabulating data, and preparing reports. Emphasis is on managing the marketing research function. Students may receive credit for only one of the following courses: BMGT 452 or MRKT 412.
Global Marketing (MRKT 454, 3 Credits)
Prerequisite: MRKT 310. An in-depth study of marketing principles as they relate to the global marketplace. The aim is to apply marketing principles and strategies to a global organization and markets. Discussion covers the influence of internationalization on the U.S. economy, the competitive pressures on the intensifying global markets, and the development of marketing plans tailored to reach international and global markets. Topics also include the political, economic, legal, regulatory, and sociocultural trends affecting international marketing; the dynamic environments in which global marketing strategies are formulated; and the challenge of implementing marketing programs leading to competitive advantage.
Digital Marketing (MRKT 457, 3 Credits)
(Not open to students who have completed MRKT 458. Not applicable to the certificate in Digital Marketing.) Prerequisite: MRKT 310. An exploration of how the use of information technology can enhance the marketing process and create relationships with customers. The objective is to incorporate consumer expectations into a digital marketing plan, evaluate digital marketing delivery options, analyze effective website design, evaluate competitive digital marketing strategies, and explore the ethical and legal issues created by the new technology. Topics include the use of the internet in developing marketing strategy, conducting market research, and making marketing-mix decisions. Students may receive credit for only one of the following courses: BMGT 398O, BMGT 398R, MGMT 398O, MGMT 398R, or MRKT 457.
Social Media Marketing (MRKT 458, 3 Credits)
Prerequisite: MRKT 311. A study of the effective use of social media tools and network to market product and services. The objective is to develop an optimal social media strategy that simulates a digital ad campaign. Topics include techniques to plan and create digital content. Project assignments involve creating ads in Facebook using Facebook's Ads Manager tools. Discussion also covers reporting and analyzing online advertisements and managing social media communities.
Strategic Marketing Management (MRKT 495, 3 Credits)
(Intended as a final, capstone course to be taken in a student's last 15 credits.) Prerequisites: MRKT 354, MRKT 410, and MRKT 412. A study of marketing that integrates knowledge gained through previous coursework and experience in marketing and builds on those concepts through integrative analysis, practical application, and critical thinking. The aim is to manage the marketing process, perform root cause analysis, formulate alternative solutions, and propose marketing strategies and tactics. Emphasis is on the use of appropriate decision models. Topics include the analysis of consumers and markets. Discussion also covers emerging issues. Students may receive credit for only one of the following courses: BMGT 457 or MRKT 495.