Course Level: Undergraduate

Course Level: Undergraduate

Topics vary by section, may be repeated for credit with different topic.

Course Level: Undergraduate

This course provides an introduction to the fundamentals of marketing and business relevant to media and communications. Includes an overview of the principles of marketing, the business environment, and business strategy and an introduction to microeconomics and financial statements. Note: This course is designed for non-business majors only and may not be taken by students who have a declared or intended major in KSB.

Course Level: Undergraduate

Topics vary by section, may be repeated for credit with different topic.

Course Level: Undergraduate

Introduction to marketing decision making in business and nonprofit organizations. Particular attention is devoted to analysis of customer needs; segmenting markets; and developing product, promotion, pricing, and distribution strategies. Relationships between consumers, business, and government are explored. Prerequisite: ECON-200.

Course Level: Undergraduate

Study of marketing, psychology, sociology, and cultural anthropology to determine motivations for product purchases. A multimedia approach is used to illustrate the use of behavioral science theory to create new products and promotional campaigns. Students learn to analyze consumer decisions for products or services and to determine effectiveness of information provided by government and charitable organizations. Prerequisite: MKTG-300 or MKTG-250.

Course Level: Undergraduate

Study of research tools used to aid marketing decision making. Considers definition of research problems, selection of projects, and analysis of data. Execution of a consumer survey is a major component of the course. Students use computers to analyze research data. Prerequisite: MKTG-300 or MKTG-250, and STAT-202.

Course Level: Undergraduate

Analysis of the Internet's impact on marketing decision making. Includes Internet marketing strategy, electronic markets, customer purchase behavior, Internet marketing ethics, and the impact of the Internet on product development, promotion, pricing, and distribution strategies,. Attention is devoted to integrating on-line and off-line marketing strategies. Prerequisite: MKTG-300 or MKTG-250.

Course Level: Undergraduate

Prerequisite: permission of instructor and department chair.

Course Level: Undergraduate

Provides students with the opportunity to blend practical business work experience with academic study. The academic workload varies depending on the internship credit to be earned. Prerequisite: MKTG-300 or MKTG-250, and permission of instructor.

Course Level: Undergraduate

Topics vary by section, may be repeated for credit with different topic.

Course Level: Undergraduate

Analysis of current marketing management issues. Students develop a marketing plan for an outside organization, analyze case studies, and participate in computer simulation exercises. Prerequisite: MKTG-300 or MKTG-250, MKTG-302, and ACCT-241.

Course Level: Undergraduate

The role of advertising, public relations, personal selling, and sales promotion in business. Emphasis on how promotional campaigns are planned, created, and budgeted, and how these campaigns can inform buyers, change attitudes, and increase sales. Prerequisite: MKTG-301 (may be taken concurrently) and upper-division standing.

Course Level: Undergraduate

Development of an advertising campaign for a client. Includes formulation of advertising strategy, media planning, media buying, creative execution, and campaign evaluation. Prerequisite: MKTG-411 and upper-division standing.

Course Level: Undergraduate

Students explore brand-building and brand management for products, services, and organizations. This highly-interactive course focuses on the strategies decisions and challenges faced by brand managers. Emphasis is placed on experience with proven strategies for building brands in the competitive marketplace, on the decisions and options faced by brand managers, and on the necessary tools to manage brands. Students construct the brand concept for a new advantage, create brand identity, and build brand equity over time. Prerequisite: MKTG-250 or MKTG-300.

Course Level: Undergraduate

Examination of direct marketing tools, such as direct mail, direct-response broadcast and print advertising, and telemarketing. Use of database technology to target prospective customers, and review of direct marketing in specific industries such as financial, retail, political, and fund-raising. Prerequisite: MKTG-300 or MKTG-250.

Course Level: Undergraduate

Prerequisite: MKTG-300 or MKTG-250, and MKTG-302, and permission of instructor and department chair.

Course Level: Undergraduate

Course Level: Undergraduate

Topics vary by section, may be repeated for credit with different topic.

Course Level: Undergraduate/Graduate

This course introduces students to managerial decision making within the sports industry and other businesses that use sports as an important component of their marketing strategies. The primary emphasis of the course is the application of marketing principles to actual problems faced by practicing sports marketers. Prerequisite: undergraduate MKTG-300 or MKTG-250; graduate: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Undergraduate/Graduate

This course develops the knowledge, skills, and perspectives to apply fundamental marketing concepts (e.g. customer orientation, segmentation, and positioning) to create beneficial changes in society. Designed for students whose career goals involve working in or with organizations who desire to promote social change, or who are interested in understanding the role and application of marketing beyond commercial gain. Prerequisite: undergraduate: MKTG-300 or MKTG-250; graduate: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Undergraduate/Graduate

This course provides an understanding of Customer Relations Management (CRM) principles and database marketing practices. Students learn how to develop, maintain, and append additional data to a customer information database, create a customer scoring model, and use customer database information for business planning and enhance sales performance. Students evaluate case studies of frequent buyer loyalty programs and data driven product recommendation systems. The course also shows how businesses use customer and consumer data to increase sales and market share in target demographic sectors. Prerequisite: undergraduate: MKTG-300 or MKTG-250; graduate: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Undergraduate/Graduate

Course Level: Undergraduate/Graduate

Topics vary by section, may be repeated for credit with different topic.

Course Level: Graduate

This course focuses on the development of marketing strategy in business and in non-profit organizations. Global and high-technology perspectives are offered throughout the course. Harvard Business School and IMD case studies and descriptions of actual marketing problems are presented and students act as marketing managers in analyzing the evidence presented and in developing solutions in order for students to learn marketing problem-solving skills through experiential or interactive learning. Prerequisite: KSB-601 and enrollment in MBA program, or permission of department chair.

Course Level: Graduate

This course provides students with an introduction to current marketing management techniques and the tools necessary for effective marketing decision making. Includes the principles of marketing; global perspectives on marketing management; financial analysis tools for effective decision making; and marketing strategy.

Course Level: Graduate

This course provides students with an introduction to the fundamental principles of marketing needed for business, both profit and non profit. Includes an overview of products and new product development; pricing strategies including costing and financial analysis; and understanding the marketing environment including segmentation and targeting tools.

Course Level: Graduate

The nature of digital marketing and e-commerce is constantly evolving and key issues change rapidly. This course, a blend of theory and practice, explores the best paradigms, practices, and principles of traditional, new, and emerging marketing techniques, along with their effects on individuals, audiences, publics, and cultures. Through readings, case studies, and hands-on projects, students gain understanding of successful online marketing strategies, user generated content, search, social media and networks, mobile, and web analytics. Prerequisite: MKTG-610, MKTG-612, or MKTG-632 (which may be taken concurrently).

Course Level: Graduate

This course explores the use of best practice strategies to meet the unique marketing requirements of nonprofit organizations in fields such as healthcare, education, global affairs, the arts, and the environment. Lectures and case studies focus on topics such as the development of three-sector (government-business-nonprofit) marketing alliances, volunteer recruitment, fundraising, and communications and branding as practiced by leading nonprofit organizations serving U.S. and global audiences. Prerequisite: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Graduate

This course explores marketing issues related to the entertainment industries. Students apply cutting-edge marketing principles, theories, and research tools to the marketing of products and services within the entertainment industry and to the use of entertainment to market products and services. The course uses a mix of cases, readings, and discussions with clients to enhance student skills and understanding of entertainment marketing strategy. Prerequisite: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Graduate

Topics vary by section, may be repeated for credit with different topic. In depth coverage of rotating topics including qualitative and quantitative research methods on the Internet, web site design for e-marketing, etc. Prerequisite: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Graduate

May be repeated for credit. In this course students work in cross-functional teams to complete a comprehensive marketing project for either a for-profit or non-profit business enterprise. Teams are responsible for conducting primary and secondary research and reporting findings to their client. In addition, students use their research to develop a communication plan that includes a strategy, set of objectives, detailed budget, and a plan for campaign measurement. This project yields a deeper understanding and appreciation for the interdependence of each functional area, improves teamwork, and further develops written and oral communication skills. Prerequisite: admission to the MS in Marketing.

Course Level: Graduate

Prerequisite: permission of instructor and department chair and MKTG-612.

Course Level: Graduate

Prerequisite: permission of instructor and department chair and MKTG-612. Note: may be taken pass/fail only.

Course Level: Graduate

Topics vary by section, may be repeated for credit with different topic.

Course Level: Graduate

Using the Internet as an implementation tool for business and marketing strategy. Provides an overview of web and commerce technologies, but the focus of the course is on marketing applications of the Internet, including distribution, commerce, advertising, public relations, and other "stakeholder" relations. A technical background is not required, but students develop an understanding of technical aspects of the Internet relating to marketing strategy. Prerequisite: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Graduate

In contrast to traditional mass marketing approaches where firms market to large segments of consumers, database marketing uses individual level customer data (e.g., name, address, age, income, date and dollar amount of last purchase) to tailor marketing programs to individual customers. These individual level data are used to better understand customer behavior, to more effectively segment, target, and serve the marketer's customers, and to identify new, promising prospects. Prerequisite: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Graduate

This course brings together geography and demographics (geodemographics) to teach students how to segment markets and consumers more precisely so that marketing resources are used more effectively. Students also learn about the availability and characteristics of public and proprietary data and how these sources can be merged to provide valuable insights about consumer behavior and target marketing. This is a hands-on, practical course that includes mapping; reporting, and writing assignments using the proprietary software and segmentation tools developed by Nielsen Claritas, the market leader in precision marketing. Prerequisite: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Graduate

Analysis of the psychological foundations of consumer behavior and implications for marketing strategy, including consumer perception, attention, comprehension, and memory; attitudes and attitude-behavior relationships; information integration and decision making; and behavior modification perspectives. Prerequisite: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Graduate

Survey of issues and techniques in integrated marketing communication (IMC). The course covers foundation issues, general strategic issues, and specific IMC vehicles and techniques. Includes the role of the "brand" in IMC, the role of consumer behavior, setting objectives, creative planning and implementation, media planning, advertising, sales promotion, sponsorship, and campaign effectiveness. Prerequisite: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Graduate

This course deals with the brand and what it represents to customers and stakeholders of an organization. The challenge of creating and managing this valuable asset is examined. Topics include brand-market analysis, segmentation, brand positioning for strategic advantage, brand equity, brand hierarchies and portfolios, extension, and leverage. The course uses a mix of cases, readings, and discussions with clients to enhance student skills and understanding of marketing strategy. Prerequisite: MKTG-610, MKTG-612, or MKTG-632.

Course Level: Graduate

This course provides an overview of marketing research and its use in making effective marketing decisions. The course introduces the market research process and emphasizes appropriate research designs, sampling plans, and a toolbox of data collection and analysis techniques so that the results generated are meaningful and valid. Qualitative and quantitative research methods are covered. Students design questionnaires, collect research data, and use software to analyze data. Emphasis is on the applications of marketing research in various fields of marketing. Prerequisite: MKTG-610, MKTG-612 or MKTG-632.