MKT-333
Integrated Marketing Communication
With technological advances and the onslaught of information, how do brands begin to differentiate themselves and build an identifiable presence? Through integrated marketing communications, marketers can successfully target their audience, provide relevant messages, and drive increased engagement with consistent branding. In this course, students will examine the offline and online promotional mix of advertising, digital media, public relations, and sales promotions from an integrative view of targeting, planning, executing, and analyzing. Students will culminate their learning by developing an integrated advertising plan for their chosen enterprise and the opportunity to complete HubSpot Digital Advertising Certification.
MKT-334 |
Consumer and Buyer Behavior |
The foundation of successful marketing must begin with a consumer-first model. This course will introduce concepts developed in psychology, economics, and sociology as they relate to consumer and buyer behavior. Students will explore the consumer decision process and behavior models while evaluating the sociocultural and environmental influences that impact purchasing decisions. Students will then translate these findings into efforts marketers can employ to build relationships and engage with their target market. |
MKT-4000
Marketing Research & Analytics Capstone
You have created, built, and designed the perfect product and service; now what? How do you find your audience and begin to sell your innovation? How do you continue to innovate and keep your service relevant? Market research encompasses gathering information through primary and secondary data to help you understand your target market and the customer experience you are trying to fulfill. This course will focus on research techniques and technology for gathering, developing, and analyzing needs. Students will be able to discover statistical and analytic tools, such as R, Python, and Tableau, used by industry experts. This foundation will culminate in a primary research project for submission to the University Research Conference.
MKT-410 |
Marketing & Digital Media |
Digital technology has changed how consumers search for information, buy products and services, and interact with companies daily. These technologies also provide firms with abundant data, allowing them to connect with their consumers in myriad ways through multiple platforms. Through a case analysis approach, this course will cover outbound marketing, inbound marketing, mobile technology, privacy, and metrics to assess the effectiveness of digital campaigns. Students will obtain professional certification and create a digital marketing plan. |
3.00
3.00
3.00
3.00