400

This course covers the strategic use of content to attract new customers and retain current customers. It trains students in content management, design applications, and platforms to successfully create effective branding. Students explore and produce branding elements, including visual identity and creative strategies, using contemporary, user-friendly design tools. Emphasis is placed on the evolving role of marketers as both strategists and creators, with students developing hands-on design skills for print and digital media. (For students in the Marketing Accelerated Pathway or Marketing Advanced Standing Concentration only).

Digital marketing is increasingly the core of how organizations build brands, connect with customers, and sell products. Understanding how to craft and manage an online presence is a fundamental skill for contemporary marketers. In this course, students learn how to think digitally from a strategic and tactical standpoint, while obtaining practical implementation skills. They learn the fundamentals of the most important digital channels, including content marketing and advertising concepts, which fuel the most successful digital campaigns. Additionally, students learn to use data to successfully target their audiences and track and measure success. Pre-requisite(s): MKT 300, or by permission of department chair or designate. Co-requisite(s): None. 5 quarter hours

Digital marketing is increasingly the core of how organizations build brands, connect with customers, and sell products, with digital advertising playing a central role in driving visibility and engagement. Understanding how to craft and manage an online presence is a fundamental skill for contemporary marketers. In this course, students learn how to think digitally from a strategic and tactical standpoint, while obtaining practical implementation skills. They learn the fundamentals of the most important digital channels, including content marketing and advertising concepts that fuel successful digital campaigns. Students also explore the role of AI and search engine optimization (SEO) in enhancing visibility, targeting, personalization, and campaign performance. Additionally, students learn to use data to successfully target their audiences and track and measure success. (For students in the Marketing Accelerated Pathway or Marketing Advanced Standing Concentration only).

Innovation and design in products and services is increasingly important. Students explore how, by utilizing market research data, they can create competitive advantage and understand consumers’ needs. Students learn the basics of market research, aesthetics, design principles, and the design development process. This course also addresses methods and approaches to think more creatively, to break paradigms, to better visualize options, and to find and develop innovative business models. Pre-requisite(s): MKT 300. Co-requisite(s): None. 5 quarter hours

Innovation and design in products and services are increasingly important in competitive markets. Students explore how, by utilizing market research data, they can create a competitive advantage and more deeply understand consumers’ needs, preferences, and behaviors. Students learn the fundamentals of market research, aesthetics, design principles, and the design development process. This course also addresses methods and approaches to think more creatively, break paradigms, better visualize possibilities, and develop innovative and sustainable business models. (For students in the Marketing Accelerated Pathway or Marketing Advanced Standing Concentration only).

This course provides an analysis of consumer shopping behavior, spending habits, and purchasing preferences, and explores marketing strategy approaches to meet the ways in which consumers perceive, select, and spend. Students will examine behaviors associated with consumer actions as they develop marketing strategies. In this course, students will exercise their analytical skills by examining and processing quantitative and qualitative data to map trends and identify effective outreach to target audiences. Pre-requisite(s): ENG 101, ENG 201, MKT 205, MKT 300 with a grade of a "C" or better or equivalent as determined by advisor or permission of Program Chair or designate. Co-requisite(s): None. 5 quarter hours

This course provides an analysis of consumer shopping behavior, spending habits, and purchasing preferences, and explores marketing strategy approaches that align with how consumers perceive, evaluate, select, and spend. Students examine behaviors associated with consumer actions as they develop data-informed marketing strategies. In this course, students strengthen their analytical skills by examining and processing quantitative and qualitative data to map trends, uncover insights, and identify effective outreach to target audiences. (For students in the Marketing Accelerated Pathway or Marketing Advanced Standing Concentration only).

This course provides experienced and aspiring managers with a thorough grounding in the principles of marketing as well as concepts of strategic marketing decision making. Coverage includes creation, communication, and delivery of value to targeted audiences, selected though the process of segmentation, targeting, and customer analysis, and concludes with the development of an effective strategic marketing plan. Pre-requisite(s): BUS 430; or permission of Program Chair or designate. Co-requisite(s): None. 5 quarter hours