MKT333
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 .
3.00 Take MKT-207 . ( Required , Previous ).
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 .
3.00 Take MKT-207 . ( Required , Previous ).