A study of the marketing principles, variables, institutions, target markets, marketing mix and the development of marketing strategy.
The study of personal selling and its requirements. Topics included are buyer behavior, sales presentations from prospecting to closing the sale, and overcoming objections. Sales interviews by students are an integral part of the course.
A study of the theories, concepts, impacts, and contemporary issues unique to sports and events marketing, including the marketing of athletes, teams, leagues, celebrities, entertainment, and special events.
A study of behavioral concepts related to consumer behavior. Attention is directed toward understanding consumer needs, perceptions, attitudes, intentions and behavior within a strategic and managerial framework. Topics include the differences of complex decision making and habit and between high and low involvement decision making. Emphasis is on predicting and understanding purchase behavior for best firm/consumer needs' match.
A study of the impact the Internet and other digital technologies have on the marketing of goods, services and ideas. Course will examine current e-marketing environment, strategy and management issues including consumer behavior, segmentation and targeting, differentiation and positioning, product, price, distribution, communication and customer relationship management. Ethical and legal issues will also be addressed.
The course content will provide insight to social interactions, examining the various social media channels available to marketers, social marketing strategies, and track their effectiveness. Social media is heavily technology-driven, the course will cover relevent related aspects in digital marketing, its relation to buying and selling of goods and services, or the transmitting of funds or data, over an electronic network.
A study of the principles and practices unique to service providers. The focus of this course is to examine how the marketing of services differs from traditional marketing principles/concepts applied to goods and the alternative strategies for service providers to improve service marketing effectiveness and customer interactions.
The course defines mobile marketing, designs strategies, tracks ROI of mobile advertising, and instructs students in the application and design of mobile websites. The course teaches students how users engage with mobile, create a clear marketing strategy, target segment and measure mobile campaigns.
A study of the principles and practices in various advertising media such as newspaper, radio, television, outdoor and direct mail; consideration of creative methods, consumer behavior, measurement of effectiveness and coordination with other aspects of the promotional program.
A study of the field of retailing. A survey of retail institutions; store location and organization; buying and merchandising techniques; retail advertising, sales promotion and image; human resource policies; and store protection.
Application of research methods to the field of marketing. Methods of gathering and presenting data, market analysis, consumer surveys and sales forecasting. Students will participate in a research project.
A study of the essential tasks of marketing managers: (1) identifying marketing opportunities, (2) developing marketing plans, and (3) implementing these plans by introducing marketing strategies.