Marketing

Marketing, a critical element of business, is about developing, sustaining, and delivering value to the customer in a socially responsible manner. As globalization, rapid changes in technology, and evolving lifestyles continuously alter the specifics of marketing tasks, business strategies and tactics that worked yesterday may not work tomorrow. Consequently, we prepare students for the marketing environment of today, but also to anticipate the critical knowledge base and skills that will be effective tomorrow.

Marketing Major

Learn more about this major

Marketing Major Requirements

The BSBA in marketing requires the completion of 21 credit hours in marketing beyond the completion of MKT 210 (or MKT H210) and MKT 220 (or MKT H220) at Suffolk University. Additionally, qualifying students may elect to participate in an honors marketing track. 

Choosing a concentration is not required to be a marketing major.

Required Courses (4 courses, 12 credits)

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

In this course we focus on people as consumers of products, services, and experiences. We do so by drawing upon theories of consumption in fields as diverse as psychology, sociology, economics, and anthropology. Students engage in projects that link theory to insights on consumer buying, using, and disposing behavior and the application of these insights in marketing programs. In the process they become more critical consumers. The classes are discussion based and active participation from students is expected.

Prerequisites:

MKT 210; and either MKT 220 or MKT H221 (or MKT 318 or MKT 319)

Credits:

3.00

Description:

In this course, students will learn a digitally driven approach to marketing analytics, an exciting field undergoing explosive growth and high demand. An emphasis will be placed on the practical methods used to measure, manage and analyze consumer information. Topics covered will include making sense of the digital media landscape, demand forecasting and predictive analytics, performance evaluation, and Google Analytics. Upon graduation of this course, students will have gained a set of skills and certification that directly translates to modern marketing practices.

Prerequisites:

Prerequisites - MKT 317, MKT 220 (or MKT 318 or MKT 319), and 54 credits

Credits:

3.00

Description:

This course addresses the strategic analyses and frameworks in marketing to help firms increase customer satisfaction and financial performance by delivering a superior value proposition. Using a variety of experiential approaches, students apply a systematic process to solve marketing problems in diverse settings and industries.

Prerequisites:

MKT-210, MKT-317, MKT-322, MKT-419; and either MKT-220, MKT-H221, MKT-318, or MKT-319; and at least 84 credits completed.

Credits:

3.00

Description:

This course is designed to provide students with an opportunity to learn the role of research in marketing strategies. Working with client organization, the students will demonstrate the fundamental marketing research skills as they implement the steps included in the marketing research process to create a marketing plan that will provide recommended strategies for the organization. Real-life case studies on the role of marketing research in organizational decision making will also be discussed throughout the course.

Elective Courses (3 courses, 9 credits)

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Students in professional selling learn many of the skills needed to prosper in a sales position. Particularly, the stages of the professional selling process are examined, as well as the role of sales in today's marketing environment. Emphasis is placed on adaptive selling techniques and developing effective interpersonal communication skills. A detailed examination of sales careers is provided.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

In professional services industries such as management consulting, financial services, and healthcare, professional selling plays a key role in relationship-building and consultative problem-solving. Using experiential learning through role-plays, case study analysis, and other interactive methods, students gain knowledge and skills about the selling process (and related elements) in the context of service dominant business and non-profit organizations.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Integrated Marketing Communications (IMC) is a cross-functional process for managing customer relationships that drive brand value. This course examines the strategic foundations of IMC, the factors and processes necessary for creating, sending, and receiving successful brand messages. Furthermore, the social, ethical and legal issues as well as measurement and evaluation of marketing communication will be examined.

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Recent work has begun to provide broad insight into the role and nature of innovation targeted at the 4 billion living in poverty in the global marketplace, also referred to as the bottom of the pyramid. These subsistence marketplaces have been described in terms of their size and accessibility, with brand conscious, connected customers willing to accept new technology. What is new here is a course that focuses on developing new ideas to improve the welfare of society, find new solutions of addressing old issues or set existing technology and knowledge into a new framework to deal with social objectives. Cases and a course project will be selected that cover different contexts across the globe covering advanced and developing economies, and covering markets that span the range of income levels. The course will address a number of issues, a few of which are listed as exemplars. provide students with an understanding of the relationship between societal welfare, marketing strategies and innovation. an understanding of marketing and business practices that are sustainable and work in harmony with, rather than in competition with societal development. an understanding of the leadership role marketing must play in creating sustainable innovation for of the future. An understanding of global issues of social innovation relating to products, processes, services, ideas, strategies. An opportunity to demonstrate how each element of the marketing mix can be adapted to implement global social innovation in the broader context of a firm's corporate strategy.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Digital marketing has become essential for businesses to reach, engage, and interact with their target audiences and customers. This course teaches students about foundational elements of digital marketing, from communication and channels to pricing and digital offerings. Some of the key topics covered in this course include: performance metrics, paid and organic search, email, social media, and mobile. Techniques and tools for optimizing digital marketing spend across various channels and products are also covered in the course.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course covers the critical role of marketing for entrepreneurs and start-up companies as they attempt to define and carve out a market for a new company, product or service. We will examine through both class discussion and case study how marketing must infiltrate the entire organization beginning with the concept, the business plan and through the early stage development phase. Moreover, we will discuss the creation of the new venture marketing plan, the budgeting and human resource allocation process and its integration into the business plan. We will also look at tactics from guerrilla marketing through mass media executions, the potential ROI for both and their influence on the ultimate success of the enterprise.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Topics examined in this course include the variations in economic, social-cultural, legal-political, and business environments among different nations and how these variations affect the marketing practices across national boundaries. The goal is to provide students with the necessary skills to compete successfully in national and international markets. Particular attention is given to the formulation of marketing plans and programs and policies to integrate and coordinate such activities on a global basis.

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Global Retail Strategy provides students with an introduction to the field of retailing through both brick-and-mortar and digital channels. Topics include the structure, strategy, development, and implementation of the global retailing mix along with financial and managerial considerations.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Sports Sponsorship provides an in-depth analysis of the economic and promotional relationship between elite global/US sports and major international brands. Sports sponsorship spending is estimated in the billions in North America alone, and is growing at a substantial compound annual growth rate. Sports Sponsorship will examine in detail the marketing strategies, goals and return on investment of sports sponsorship, and examine growing trends such as jersey sponsorship, branded content and digital initiatives.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The purpose of the course is to develop an understanding of strategic marketing concepts and activities as they apply to the sports context. Marketing concepts and activities are examined as they relate to the marketing of sports and marketing through sports. An emphasis is placed on the international arena and issues relevant to the sports industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The purpose of this course is to explain the function and value of marketing channels and define the major channel types. This course will also explain the elementary legal aspects of channel promotion, pricing, delivery and integration systems as well as identify channel strategies. Prerequisite: MKT 210 or MKT H210 (Formerly MKT 310) and Junior Standing. 1 term - 3 credits.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The Business of Sports and the Media provides an in-depth analysis of the economic and promotional relationship between major sports (professional and college) and the media. The two form a nexus which has produced phenomenal growth for both industries. As with many industries, this nexus is evolving in reaction to disruptive forces. Additionally, the class will examine how this nexus intersects, influences and amplifies major American cultural issues such as race, gender and sexuality.

Prerequisites:

MKT 210 or H210, MKT 220 or H220, and junior standing

Credits:

3.00

Description:

This course presents an in-depth and innovative framework for implementing relationship marketing within the sport industry. This framework includes network-and market-oriented methods and tools that enable sport organizations to design and develop products that provide targeted stakeholders with greater functional and experiential value. Sport organizations provide a wide variety of services from leadership, governance, management, development, entertainment and control to educational materials and other retail products, all of which benefit from relationship marketing principles. Because many sport organizations have adopted a relationship-marketing approach, they are necessarily network-based, operating in a system formed by numerous stakeholders. Their goals may be economic, social or environmental with the foundation of the system being the sport itself, with various bodies involved in the development of the sport. Through a consulting project with a sport organization, students will develop an understanding of the dynamics of the relationships between the different stakeholders who make up the network of the sport industry. Specifically, students will learn how sport organizations carry out their strategic actions within a network of stakeholders.

Prerequisites:

MKT-210

Credits:

3.00

Description:

For consumers, digital technologies (the web, social media, mobile, Augmented Reality) are a double edged sword. On the one hand consumers are empowered, collaboratively producing products and services (Wikipedia, TripAdvisor), participating in the sharing economy (Uber, Etsy), and consuming on-demand media (Netflix). On the other hand, consumers are stalked and mined, overwhelmed and saturated, and large populations are left behind. This course examines the highs and lows for the new digital consumer, organizing frameworks (collaborative commons), and business models (sharing economy) through the analysis of case studies and academic and business articles.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course presents the principles of marketing, marketing strategy, and the marketing mix as applicable in a nonprofit settings. This course is directed toward specific Customer Service Marketing applications that have focused relevance to non-profit organizations. Special attention is given to marketing of services, customer service, development of marketing strategies, and sales to targeted markets. This course is designed to provide students with insight into the nuances associated with marketing activities design to support the efforts of Nonprofit Organizations' attempts to influence clients, constituents, volunteers, Board members and donors.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The object of this course is to familiarize students with the new product techniques that are commonly used in the consumer product and service industries. The focus will be on the marketing function's input to the new product process during the pre-launch and launch stages. The course will cover a wide range of issued such as marketing definition, concept generation and evaluation, product design, product positioning, test marketing, and product launch and tracking. The course will be based on lectures, case discussions, and project assignments. The lectures will provide an overview and cover issues included in the assigned readings. It is essential that you are familiar with the readings before every class. The case discussion (student participation is vital here) will provide an application setting to test the concepts learned in the lectures. The project assignments are designed to give you hands-on-experience with new product development tools and techniques.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Brand marketing has become an increasingly important function in organizations. The purpose of this course is to provide a thorough understanding of brand marketing principles and practices. The role of brands and branding will be examined both from a managerial and a consumer perspective. More specifically the course will present current frameworks that guide marketing managers in how to build strong brands in the marketplace. In order to build brands successfully, it is of key importance to have a profound understanding of the roles brands play in consumer culture. The course will examine how consumers make use of brands and develop brand meaning through everyday consumption practices.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Social media has altered the landscape of business, communications, marketing, and society as a whole. While some social media like Wikipedia and Facebook have become part of the fabric of many consumers' lives, new media like Snapchat and Tumblr are emerging. This constantly evolving landscape offers businesses innovative ways for generating awareness, demand and revenue. In this course students will take away a social media vocabulary, a set of social media skills and tools, and analytical frameworks for analyzing effective social media business practices. Naturally, student projects, assignments, and other activities will use social media tools.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course focuses on disruptive technologies that enable new business models and provide opportunities for small players to challenge the status quo. Specifically, it addresses fours issues (1) understanding disruptive technologies, (2) analyzing their impact in both primary and the adjacent markets, (3) identifying unique marketing opportunities they offer, and (4) developing well aligned business models focusing on marketing strategy solutions including value proposition, segmentation, revenue streams, cost structure, channel and resource management. It is a reading, writing, and discussion intensive course.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

This course addresses the application of quantitative marketing techniques and methods in the context of the digital world. In this course, students will learn a comprehensive set of powerful tools for digital/social media marketing, such as search engine optimization (SEO), Google AdWords, social media listening, multi-channel attribution modeling, and customer path-to-purchase. Upon successful completion, students shall be able to design and/or evaluate the performance of digital marketing campaigns through the application of the most commonly used tools in the industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This new course in the digital marketing track focuses on how mobile device usage has completely changed the paradigm for companies in every industry. It will focus on the following four major areas: 1. consumer usage of mobile devices; 2. mobile-only companies and applications, 3. mobile hybrids - companies making a huge shift to mobile; and 4. mobile marketing and advertising. The course will rely heavily on discussion of real mobile business cases with lectures from leaders from inside the mobile industry. Evaluation will be based on assignments, class participation, and a group project.

Prerequisites:

MKT 210 or MKT-H210 and Instructor's consent required

Credits:

1.00- 6.00

Description:

Independent study allows students to expand their classroom experience by completing research in an area of interest not already covered by Suffolk courses. The student designs a unique project and finds a full-time faculty member with expertise in that topic who agrees to sponsor it and provide feedback as the proposal is refined. A well designed and executed research project broadens and/or deepens learning in a major or minor area of study and may also enhance a student's marketability to potential future employers. Students cannot register for an Independent Study until a full proposal is approved by the faculty sponsor, department chair, and academic dean. Many Independent study proposals require revisions before approval is granted; even with revisions independent study approval is NOT guaranteed. Students are strongly encouraged to submit a proposal in enough time to register for a different course if the proposal is not accepted. For complete instructions, see the SBS Independent/Directed Study Agreement and Proposal form available online.

Prerequisites:

MKT-210 or MKT-H210 and 54 credits and at least a 3.0 GPA

Credits:

3.00

Description:

This course provides marketing majors or minors (junior status or higher) to apply marketing and business knowledge for problem solving in an organizational workplace setting. Students identify and organize their own internship position and particular project (depending on area of interest) with assistance from department staff, as needed. Projects will vary in scope and content and may include topics such as buyer behavior, customer satisfaction, service quality, e-marketing, and others. Students are expected to be on the job for approximately 8 hours per week during the course of the semester. Prerequisites: Minimum of 3.0 GPA; MKT 210 or MKT H210 (formerly MKT 310) AND JUNIOR STANDING and permission from instructor. 1 term - 3 credits.

Honors Courses

All required courses for the Marketing major (MKT 317, MKT 322, MKT 419, and MKT 499) are offered at the Honors level. Also, many MKT elective courses are offered at the Honors level. The electives rotate annually.

Honors Track

The marketing honors track requires a GPA of 3.2 or higher, and the completion of one of two options;

OPTION 1 Required: MKT H317, MKT H322, MKT H419, and MKT H499.

Recommended: take additional marketing honors electives to enhance the honors experience.

OPTION 2 Required: Take any five (5) marketing honors courses (excluding MKT-H210 and MKT-H220

Learning Goals & Objectives

Learning goals and objectives reflect the educational outcomes achieved by students through the completion of this program. These transferable skills prepare Suffolk students for success in the workplace, in graduate school, and in their local and global communities.

Learning Goals
Learning Objectives
Students will… Upon completion of the program, each student should be able to...
Understand the methods of collecting, processing and analyzing marketing information to make informed marketing decisions.
  • Identify the marketing research steps in the correct order.
       Step 1: Define research problem
       Step 2: Determine research
       design (approaches)
       Step 3: Develop data collection   
       instruments (e.g. measurement
       scales and questionnaire)
       Step 4: Determine sampling
       methods
       Step 5: Analyze data
       Step 6: Describe research
       results
  • Demonstrate ability to choose appropriate research design for given marketing research study parameters. For example: Exploratory Research,  Descriptive Research, and Causal Research
  • Demonstrate ability to apply appropriate statistical analysis method.
Identify key factors of the marketing environment as they apply to marketing strategy.
  • Identify Relevant Marketing Environment Factor Analysis.
  • Identify associated trends for each relevant factor.
  • Understand implications of the environmental scan for marketing strategy, in terms of segmentation, targeting, and positioning (STP).
  • Implement the strategy in the form of the 4Ps (Product, Price, Place, Promotion).

Marketing Minors

Learn more about this minor

Marketing Minor for Business Students (3 courses, 9 credits)

A student may choose to minor in marketing by completing any three (3) of the following courses, beyond the completion of MKT 210 (or MKT H210):

Please note the courses with an "H" as part of the course number are Honors courses and require a GPA of at least a 3.2 to enroll. 

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Students in professional selling learn many of the skills needed to prosper in a sales position. Particularly, the stages of the professional selling process are examined, as well as the role of sales in today's marketing environment. Emphasis is placed on adaptive selling techniques and developing effective interpersonal communication skills. A detailed examination of sales careers is provided.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

In professional services industries such as management consulting, financial services, and healthcare, professional selling plays a key role in relationship-building and consultative problem-solving. Using experiential learning through role-plays, case study analysis, and other interactive methods, students gain knowledge and skills about the selling process (and related elements) in the context of service dominant business and non-profit organizations.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Integrated Marketing Communications (IMC) is a cross-functional process for managing customer relationships that drive brand value. This course examines the strategic foundations of IMC, the factors and processes necessary for creating, sending, and receiving successful brand messages. Furthermore, the social, ethical and legal issues as well as measurement and evaluation of marketing communication will be examined.

Prerequisites:

MKT-H210 or MKT-210 and at least a 3.2 GPA

Credits:

3.00

Description:

Integrated Marketing Communications (IMC) is a cross-functional process for managing customer relationships that drive brand value. This course examines the strategic foundations of IMC, the factors and processes necessary for creating, sending, and receiving successful brand messages. Furthermore, the social, ethical and legal issues as well as measurement and evaluation of marketing communication will be examined.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

In this course we focus on people as consumers of products, services, and experiences. We do so by drawing upon theories of consumption in fields as diverse as psychology, sociology, economics, and anthropology. Students engage in projects that link theory to insights on consumer buying, using, and disposing behavior and the application of these insights in marketing programs. In the process they become more critical consumers. The classes are discussion based and active participation from students is expected.

Prerequisites:

MKT 210 or MKT-H210 and at least a 3.2 GPA

Credits:

3.00

Description:

This course is open to students with a GPA of 3.2 or higher. This honors course is a focused and challenging learning experience. As a result, you will be introduced to advanced concepts, ideas, and project experiences that will place you in a highly desirable position for internships, future career opportunities, and graduate school. In this course we focus on people as consumers of products, services, and experiences. We do so by drawing upon theories of consumption in fields as diverse as psychology, sociology, economics, and anthropology. Students engage in projects that link theory to insights on consumer buying, using and disposing behavior and the application of these insights in marketing programs. In the process they become more critical consumers. The classes are discussion based and active participation from students is expected.

Prerequisites:

MKT 210; and either MKT 220 or MKT H221 (or MKT 318 or MKT 319)

Credits:

3.00

Description:

In this course, students will learn a digitally driven approach to marketing analytics, an exciting field undergoing explosive growth and high demand. An emphasis will be placed on the practical methods used to measure, manage and analyze consumer information. Topics covered will include making sense of the digital media landscape, demand forecasting and predictive analytics, performance evaluation, and Google Analytics. Upon graduation of this course, students will have gained a set of skills and certification that directly translates to modern marketing practices.

Prerequisites:

MKT-210; and either MKT-220, MKT-H221, MKT-318, or MKT-319; and at least a 3.2 GPA or higher.

Credits:

3.00

Description:

In this course, students will learn a digitally driven approach to marketing analytics, an exciting field undergoing explosive growth and high demand. An emphasis will be placed on the practical methods used to measure, manage and analyze consumer information. Topics covered will include making sense of the digital media landscape, demand forecasting and predictive analytics, performance evaluation, and Google Analytics. Upon graduation of this course, students will have gained a set of skills and certification that directly translates to modern marketing practices.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Digital marketing has become essential for businesses to reach, engage, and interact with their target audiences and customers. This course teaches students about foundational elements of digital marketing, from communication and channels to pricing and digital offerings. Some of the key topics covered in this course include: performance metrics, paid and organic search, email, social media, and mobile. Techniques and tools for optimizing digital marketing spend across various channels and products are also covered in the course.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course covers the critical role of marketing for entrepreneurs and start-up companies as they attempt to define and carve out a market for a new company, product or service. We will examine through both class discussion and case study how marketing must infiltrate the entire organization beginning with the concept, the business plan and through the early stage development phase. Moreover, we will discuss the creation of the new venture marketing plan, the budgeting and human resource allocation process and its integration into the business plan. We will also look at tactics from guerrilla marketing through mass media executions, the potential ROI for both and their influence on the ultimate success of the enterprise.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Topics examined in this course include the variations in economic, social-cultural, legal-political, and business environments among different nations and how these variations affect the marketing practices across national boundaries. The goal is to provide students with the necessary skills to compete successfully in national and international markets. Particular attention is given to the formulation of marketing plans and programs and policies to integrate and coordinate such activities on a global basis.

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Global Retail Strategy provides students with an introduction to the field of retailing through both brick-and-mortar and digital channels. Topics include the structure, strategy, development, and implementation of the global retailing mix along with financial and managerial considerations.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Sports Sponsorship provides an in-depth analysis of the economic and promotional relationship between elite global/US sports and major international brands. Sports sponsorship spending is estimated in the billions in North America alone, and is growing at a substantial compound annual growth rate. Sports Sponsorship will examine in detail the marketing strategies, goals and return on investment of sports sponsorship, and examine growing trends such as jersey sponsorship, branded content and digital initiatives.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The purpose of the course is to develop an understanding of strategic marketing concepts and activities as they apply to the sports context. Marketing concepts and activities are examined as they relate to the marketing of sports and marketing through sports. An emphasis is placed on the international arena and issues relevant to the sports industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The purpose of this course is to explain the function and value of marketing channels and define the major channel types. This course will also explain the elementary legal aspects of channel promotion, pricing, delivery and integration systems as well as identify channel strategies. Prerequisite: MKT 210 or MKT H210 (Formerly MKT 310) and Junior Standing. 1 term - 3 credits.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The Business of Sports and the Media provides an in-depth analysis of the economic and promotional relationship between major sports (professional and college) and the media. The two form a nexus which has produced phenomenal growth for both industries. As with many industries, this nexus is evolving in reaction to disruptive forces. Additionally, the class will examine how this nexus intersects, influences and amplifies major American cultural issues such as race, gender and sexuality.

Prerequisites:

MKT 210 or H210, MKT 220 or H220, and junior standing

Credits:

3.00

Description:

This course presents an in-depth and innovative framework for implementing relationship marketing within the sport industry. This framework includes network-and market-oriented methods and tools that enable sport organizations to design and develop products that provide targeted stakeholders with greater functional and experiential value. Sport organizations provide a wide variety of services from leadership, governance, management, development, entertainment and control to educational materials and other retail products, all of which benefit from relationship marketing principles. Because many sport organizations have adopted a relationship-marketing approach, they are necessarily network-based, operating in a system formed by numerous stakeholders. Their goals may be economic, social or environmental with the foundation of the system being the sport itself, with various bodies involved in the development of the sport. Through a consulting project with a sport organization, students will develop an understanding of the dynamics of the relationships between the different stakeholders who make up the network of the sport industry. Specifically, students will learn how sport organizations carry out their strategic actions within a network of stakeholders.

Prerequisites:

MKT-210 and at least a 3.2 GPA

Credits:

3.00

Description:

For consumers, digital technologies (the web, social media, mobile, Augmented Reality) are a double edged sword. On the one hand consumers are empowered, collaboratively producing products and services (Wikipedia, TripAdvisor), participating in the sharing economy (Uber, Etsy), and consuming on-demand media (Netflix). On the other hand, consumers are stalked and mined, overwhelmed and saturated, and large populations are left behind. This course examines the highs and lows for the new digital consumer, organizing frameworks (collaborative commons), and business models (sharing economy) through the analysis of case studies and academic and business articles.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The object of this course is to familiarize students with the new product techniques that are commonly used in the consumer product and service industries. The focus will be on the marketing function's input to the new product process during the pre-launch and launch stages. The course will cover a wide range of issued such as marketing definition, concept generation and evaluation, product design, product positioning, test marketing, and product launch and tracking. The course will be based on lectures, case discussions, and project assignments. The lectures will provide an overview and cover issues included in the assigned readings. It is essential that you are familiar with the readings before every class. The case discussion (student participation is vital here) will provide an application setting to test the concepts learned in the lectures. The project assignments are designed to give you hands-on-experience with new product development tools and techniques.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Brand marketing has become an increasingly important function in organizations. The purpose of this course is to provide a thorough understanding of brand marketing principles and practices. The role of brands and branding will be examined both from a managerial and a consumer perspective. More specifically the course will present current frameworks that guide marketing managers in how to build strong brands in the marketplace. In order to build brands successfully, it is of key importance to have a profound understanding of the roles brands play in consumer culture. The course will examine how consumers make use of brands and develop brand meaning through everyday consumption practices.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Social media has altered the landscape of business, communications, marketing, and society as a whole. While some social media like Wikipedia and Facebook have become part of the fabric of many consumers' lives, new media like Snapchat and Tumblr are emerging. This constantly evolving landscape offers businesses innovative ways for generating awareness, demand and revenue. In this course students will take away a social media vocabulary, a set of social media skills and tools, and analytical frameworks for analyzing effective social media business practices. Naturally, student projects, assignments, and other activities will use social media tools.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course focuses on disruptive technologies that enable new business models and provide opportunities for small players to challenge the status quo. Specifically, it addresses fours issues (1) understanding disruptive technologies, (2) analyzing their impact in both primary and the adjacent markets, (3) identifying unique marketing opportunities they offer, and (4) developing well aligned business models focusing on marketing strategy solutions including value proposition, segmentation, revenue streams, cost structure, channel and resource management. It is a reading, writing, and discussion intensive course.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

This course addresses the application of quantitative marketing techniques and methods in the context of the digital world. In this course, students will learn a comprehensive set of powerful tools for digital/social media marketing, such as search engine optimization (SEO), Google AdWords, social media listening, multi-channel attribution modeling, and customer path-to-purchase. Upon successful completion, students shall be able to design and/or evaluate the performance of digital marketing campaigns through the application of the most commonly used tools in the industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This new course in the digital marketing track focuses on how mobile device usage has completely changed the paradigm for companies in every industry. It will focus on the following four major areas: 1. consumer usage of mobile devices; 2. mobile-only companies and applications, 3. mobile hybrids - companies making a huge shift to mobile; and 4. mobile marketing and advertising. The course will rely heavily on discussion of real mobile business cases with lectures from leaders from inside the mobile industry. Evaluation will be based on assignments, class participation, and a group project.

Prerequisites:

MKT-210, MKT-317, MKT-322, MKT-419; and either MKT-220, MKT-H221, MKT-318, or MKT-319; and at least 84 credits completed.

Credits:

3.00

Description:

This course is designed to provide students with an opportunity to learn the role of research in marketing strategies. Working with client organization, the students will demonstrate the fundamental marketing research skills as they implement the steps included in the marketing research process to create a marketing plan that will provide recommended strategies for the organization. Real-life case studies on the role of marketing research in organizational decision making will also be discussed throughout the course.

Prerequisites:

MKT-210, MKT-317, MKT-322, and MKT-419; and either MKT-220, MKT-H221, MKT-318, or MKT-319; 3.2 GPA or higher and at least 84 credits completed.

Credits:

3.00

Description:

This course is designed to provide students with an opportunity to learn the role of research in marketing strategies. Working with client organization, the students will demonstrate the fundamental marketing research skills as they implement the steps included in the marketing research process to create a marketing plan that will provide recommended strategies for the organization. Real-life case studies on the role of marketing research in organizational decision making will also be discussed throughout the course.

Prerequisites:

MKT-210 or MKT-H210 and 54 credits and at least a 3.0 GPA

Credits:

3.00

Description:

This course provides marketing majors or minors (junior status or higher) to apply marketing and business knowledge for problem solving in an organizational workplace setting. Students identify and organize their own internship position and particular project (depending on area of interest) with assistance from department staff, as needed. Projects will vary in scope and content and may include topics such as buyer behavior, customer satisfaction, service quality, e-marketing, and others. Students are expected to be on the job for approximately 8 hours per week during the course of the semester. Prerequisites: Minimum of 3.0 GPA; MKT 210 or MKT H210 (formerly MKT 310) AND JUNIOR STANDING and permission from instructor. 1 term - 3 credits.

Prerequisites:

MKT-220 and at least a 3.2 GPA

Credits:

3.00

Description:

This course provides qualified students with a unique opportunity to work either individually or with other qualified students, on a marketing consulting project for a professional client. Projects could include, but are not limited to the development of strategic marketing plans and marketing research projects. Students will create and deliver a professional report and presentation to the client upon completion of the semester project.

To focus your minor in a specific area within marketing, see "Marketing Major Concentrations" for specialized elective combinations.

Marketing Minor for College of Arts & Sciences Students (4 courses, 12 credits)

College of Arts & Sciences students are required to take MKT 210 (or MKT H210) and three (3) additional marketing courses. Please note the courses with an "H" as part of the course number are Honors courses and require a GPA of at least 3.2 to enroll.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Students in professional selling learn many of the skills needed to prosper in a sales position. Particularly, the stages of the professional selling process are examined, as well as the role of sales in today's marketing environment. Emphasis is placed on adaptive selling techniques and developing effective interpersonal communication skills. A detailed examination of sales careers is provided.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

In professional services industries such as management consulting, financial services, and healthcare, professional selling plays a key role in relationship-building and consultative problem-solving. Using experiential learning through role-plays, case study analysis, and other interactive methods, students gain knowledge and skills about the selling process (and related elements) in the context of service dominant business and non-profit organizations.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Integrated Marketing Communications (IMC) is a cross-functional process for managing customer relationships that drive brand value. This course examines the strategic foundations of IMC, the factors and processes necessary for creating, sending, and receiving successful brand messages. Furthermore, the social, ethical and legal issues as well as measurement and evaluation of marketing communication will be examined.

Prerequisites:

MKT-H210 or MKT-210 and at least a 3.2 GPA

Credits:

3.00

Description:

Integrated Marketing Communications (IMC) is a cross-functional process for managing customer relationships that drive brand value. This course examines the strategic foundations of IMC, the factors and processes necessary for creating, sending, and receiving successful brand messages. Furthermore, the social, ethical and legal issues as well as measurement and evaluation of marketing communication will be examined.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

In this course we focus on people as consumers of products, services, and experiences. We do so by drawing upon theories of consumption in fields as diverse as psychology, sociology, economics, and anthropology. Students engage in projects that link theory to insights on consumer buying, using, and disposing behavior and the application of these insights in marketing programs. In the process they become more critical consumers. The classes are discussion based and active participation from students is expected.

Prerequisites:

MKT 210 or MKT-H210 and at least a 3.2 GPA

Credits:

3.00

Description:

This course is open to students with a GPA of 3.2 or higher. This honors course is a focused and challenging learning experience. As a result, you will be introduced to advanced concepts, ideas, and project experiences that will place you in a highly desirable position for internships, future career opportunities, and graduate school. In this course we focus on people as consumers of products, services, and experiences. We do so by drawing upon theories of consumption in fields as diverse as psychology, sociology, economics, and anthropology. Students engage in projects that link theory to insights on consumer buying, using and disposing behavior and the application of these insights in marketing programs. In the process they become more critical consumers. The classes are discussion based and active participation from students is expected.

Prerequisites:

MKT 210; and either MKT 220 or MKT H221 (or MKT 318 or MKT 319)

Credits:

3.00

Description:

In this course, students will learn a digitally driven approach to marketing analytics, an exciting field undergoing explosive growth and high demand. An emphasis will be placed on the practical methods used to measure, manage and analyze consumer information. Topics covered will include making sense of the digital media landscape, demand forecasting and predictive analytics, performance evaluation, and Google Analytics. Upon graduation of this course, students will have gained a set of skills and certification that directly translates to modern marketing practices.

Prerequisites:

MKT-210; and either MKT-220, MKT-H221, MKT-318, or MKT-319; and at least a 3.2 GPA or higher.

Credits:

3.00

Description:

In this course, students will learn a digitally driven approach to marketing analytics, an exciting field undergoing explosive growth and high demand. An emphasis will be placed on the practical methods used to measure, manage and analyze consumer information. Topics covered will include making sense of the digital media landscape, demand forecasting and predictive analytics, performance evaluation, and Google Analytics. Upon graduation of this course, students will have gained a set of skills and certification that directly translates to modern marketing practices.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Digital marketing has become essential for businesses to reach, engage, and interact with their target audiences and customers. This course teaches students about foundational elements of digital marketing, from communication and channels to pricing and digital offerings. Some of the key topics covered in this course include: performance metrics, paid and organic search, email, social media, and mobile. Techniques and tools for optimizing digital marketing spend across various channels and products are also covered in the course.

Prerequisites:

Prerequisites - MKT 317, MKT 220 (or MKT 318 or MKT 319), and 54 credits

Credits:

3.00

Description:

This course addresses the strategic analyses and frameworks in marketing to help firms increase customer satisfaction and financial performance by delivering a superior value proposition. Using a variety of experiential approaches, students apply a systematic process to solve marketing problems in diverse settings and industries.

Prerequisites:

MKT-317 (or MKT H317) and MKT-220 (or MKT H220, may be taken concurrently) at least 54 credits, and 3.2 GPA

Credits:

3.00

Description:

This course is open to students with a GPA of 3.2 or higher. This honors course is a focused and challenging learning experience. As a result, you will be introduced to advanced concepts, ideas, and project experiences that will place you in a highly desirable position for internships, future career opportunities, and graduate school. In this capstone course, marketing majors apply lessons learned across the curricula of the Marketing Department and Sawyer School. Students test their level of marketing knowledge by working to solve challenging integrated cases for developing marketing strategy and programs. In particular, students analyze both qualitative and quantitative information, evaluate alternative courses of action, and then make strategic recommendations for resolving the issues in each case.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course covers the critical role of marketing for entrepreneurs and start-up companies as they attempt to define and carve out a market for a new company, product or service. We will examine through both class discussion and case study how marketing must infiltrate the entire organization beginning with the concept, the business plan and through the early stage development phase. Moreover, we will discuss the creation of the new venture marketing plan, the budgeting and human resource allocation process and its integration into the business plan. We will also look at tactics from guerrilla marketing through mass media executions, the potential ROI for both and their influence on the ultimate success of the enterprise.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Topics examined in this course include the variations in economic, social-cultural, legal-political, and business environments among different nations and how these variations affect the marketing practices across national boundaries. The goal is to provide students with the necessary skills to compete successfully in national and international markets. Particular attention is given to the formulation of marketing plans and programs and policies to integrate and coordinate such activities on a global basis.

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Global Retail Strategy provides students with an introduction to the field of retailing through both brick-and-mortar and digital channels. Topics include the structure, strategy, development, and implementation of the global retailing mix along with financial and managerial considerations.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Sports Sponsorship provides an in-depth analysis of the economic and promotional relationship between elite global/US sports and major international brands. Sports sponsorship spending is estimated in the billions in North America alone, and is growing at a substantial compound annual growth rate. Sports Sponsorship will examine in detail the marketing strategies, goals and return on investment of sports sponsorship, and examine growing trends such as jersey sponsorship, branded content and digital initiatives.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The purpose of the course is to develop an understanding of strategic marketing concepts and activities as they apply to the sports context. Marketing concepts and activities are examined as they relate to the marketing of sports and marketing through sports. An emphasis is placed on the international arena and issues relevant to the sports industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The purpose of this course is to explain the function and value of marketing channels and define the major channel types. This course will also explain the elementary legal aspects of channel promotion, pricing, delivery and integration systems as well as identify channel strategies. Prerequisite: MKT 210 or MKT H210 (Formerly MKT 310) and Junior Standing. 1 term - 3 credits.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The Business of Sports and the Media provides an in-depth analysis of the economic and promotional relationship between major sports (professional and college) and the media. The two form a nexus which has produced phenomenal growth for both industries. As with many industries, this nexus is evolving in reaction to disruptive forces. Additionally, the class will examine how this nexus intersects, influences and amplifies major American cultural issues such as race, gender and sexuality.

Prerequisites:

MKT 210 or H210, MKT 220 or H220, and junior standing

Credits:

3.00

Description:

This course presents an in-depth and innovative framework for implementing relationship marketing within the sport industry. This framework includes network-and market-oriented methods and tools that enable sport organizations to design and develop products that provide targeted stakeholders with greater functional and experiential value. Sport organizations provide a wide variety of services from leadership, governance, management, development, entertainment and control to educational materials and other retail products, all of which benefit from relationship marketing principles. Because many sport organizations have adopted a relationship-marketing approach, they are necessarily network-based, operating in a system formed by numerous stakeholders. Their goals may be economic, social or environmental with the foundation of the system being the sport itself, with various bodies involved in the development of the sport. Through a consulting project with a sport organization, students will develop an understanding of the dynamics of the relationships between the different stakeholders who make up the network of the sport industry. Specifically, students will learn how sport organizations carry out their strategic actions within a network of stakeholders.

Prerequisites:

MKT-210

Credits:

3.00

Description:

For consumers, digital technologies (the web, social media, mobile, Augmented Reality) are a double edged sword. On the one hand consumers are empowered, collaboratively producing products and services (Wikipedia, TripAdvisor), participating in the sharing economy (Uber, Etsy), and consuming on-demand media (Netflix). On the other hand, consumers are stalked and mined, overwhelmed and saturated, and large populations are left behind. This course examines the highs and lows for the new digital consumer, organizing frameworks (collaborative commons), and business models (sharing economy) through the analysis of case studies and academic and business articles.

Prerequisites:

MKT-210 and at least a 3.2 GPA

Credits:

3.00

Description:

For consumers, digital technologies (the web, social media, mobile, Augmented Reality) are a double edged sword. On the one hand consumers are empowered, collaboratively producing products and services (Wikipedia, TripAdvisor), participating in the sharing economy (Uber, Etsy), and consuming on-demand media (Netflix). On the other hand, consumers are stalked and mined, overwhelmed and saturated, and large populations are left behind. This course examines the highs and lows for the new digital consumer, organizing frameworks (collaborative commons), and business models (sharing economy) through the analysis of case studies and academic and business articles.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The object of this course is to familiarize students with the new product techniques that are commonly used in the consumer product and service industries. The focus will be on the marketing function's input to the new product process during the pre-launch and launch stages. The course will cover a wide range of issued such as marketing definition, concept generation and evaluation, product design, product positioning, test marketing, and product launch and tracking. The course will be based on lectures, case discussions, and project assignments. The lectures will provide an overview and cover issues included in the assigned readings. It is essential that you are familiar with the readings before every class. The case discussion (student participation is vital here) will provide an application setting to test the concepts learned in the lectures. The project assignments are designed to give you hands-on-experience with new product development tools and techniques.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Brand marketing has become an increasingly important function in organizations. The purpose of this course is to provide a thorough understanding of brand marketing principles and practices. The role of brands and branding will be examined both from a managerial and a consumer perspective. More specifically the course will present current frameworks that guide marketing managers in how to build strong brands in the marketplace. In order to build brands successfully, it is of key importance to have a profound understanding of the roles brands play in consumer culture. The course will examine how consumers make use of brands and develop brand meaning through everyday consumption practices.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Social media has altered the landscape of business, communications, marketing, and society as a whole. While some social media like Wikipedia and Facebook have become part of the fabric of many consumers' lives, new media like Snapchat and Tumblr are emerging. This constantly evolving landscape offers businesses innovative ways for generating awareness, demand and revenue. In this course students will take away a social media vocabulary, a set of social media skills and tools, and analytical frameworks for analyzing effective social media business practices. Naturally, student projects, assignments, and other activities will use social media tools.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course focuses on disruptive technologies that enable new business models and provide opportunities for small players to challenge the status quo. Specifically, it addresses fours issues (1) understanding disruptive technologies, (2) analyzing their impact in both primary and the adjacent markets, (3) identifying unique marketing opportunities they offer, and (4) developing well aligned business models focusing on marketing strategy solutions including value proposition, segmentation, revenue streams, cost structure, channel and resource management. It is a reading, writing, and discussion intensive course.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

This course addresses the application of quantitative marketing techniques and methods in the context of the digital world. In this course, students will learn a comprehensive set of powerful tools for digital/social media marketing, such as search engine optimization (SEO), Google AdWords, social media listening, multi-channel attribution modeling, and customer path-to-purchase. Upon successful completion, students shall be able to design and/or evaluate the performance of digital marketing campaigns through the application of the most commonly used tools in the industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This new course in the digital marketing track focuses on how mobile device usage has completely changed the paradigm for companies in every industry. It will focus on the following four major areas: 1. consumer usage of mobile devices; 2. mobile-only companies and applications, 3. mobile hybrids - companies making a huge shift to mobile; and 4. mobile marketing and advertising. The course will rely heavily on discussion of real mobile business cases with lectures from leaders from inside the mobile industry. Evaluation will be based on assignments, class participation, and a group project.

Prerequisites:

MKT-210, MKT-317, MKT-322, MKT-419; and either MKT-220, MKT-H221, MKT-318, or MKT-319; and at least 84 credits completed.

Credits:

3.00

Description:

This course is designed to provide students with an opportunity to learn the role of research in marketing strategies. Working with client organization, the students will demonstrate the fundamental marketing research skills as they implement the steps included in the marketing research process to create a marketing plan that will provide recommended strategies for the organization. Real-life case studies on the role of marketing research in organizational decision making will also be discussed throughout the course.

Prerequisites:

MKT-210, MKT-317, MKT-322, and MKT-419; and either MKT-220, MKT-H221, MKT-318, or MKT-319; 3.2 GPA or higher and at least 84 credits completed.

Credits:

3.00

Description:

This course is designed to provide students with an opportunity to learn the role of research in marketing strategies. Working with client organization, the students will demonstrate the fundamental marketing research skills as they implement the steps included in the marketing research process to create a marketing plan that will provide recommended strategies for the organization. Real-life case studies on the role of marketing research in organizational decision making will also be discussed throughout the course.

Prerequisites:

MKT-220 and at least a 3.2 GPA

Credits:

3.00

Description:

This course provides qualified students with a unique opportunity to work either individually or with other qualified students, on a marketing consulting project for a professional client. Projects could include, but are not limited to the development of strategic marketing plans and marketing research projects. Students will create and deliver a professional report and presentation to the client upon completion of the semester project.

To focus your minor in a specific area within marketing, see "Marketing Major Concentrations" for specialized elective combinations.

Professional Selling Minor for Business Students (4 courses, 12 credits)

A Business student may choose to minor in professional selling after completing one of the following two (2) courses. Courses with an "H" as part of the course number are Honors courses and require a GPA of at least a 3.2 to enroll.

Prerequisites:

SBS 200 (concurrently or previously). WRI 100, 100+, 101, or H103. ENT-101 or ENT-H101.

Credits:

3.00

Description:

As part of the core curriculum for the BSBA, this course provides a comprehensive, innovative, managerial, and practical introduction to marketing. Students will learn and apply basic concepts and practices of modern marketing as used in a wide variety of settings. Technological advances, rapid globalization, economic shifts and cultural and environmental developments are causing profound changes in the marketplace. As the marketplace changes, so must the marketers who serve it. These new developments signify a brand new world of opportunities for forward thinking marketers. In response to these new developments, the focus of this course is on four major themes that go to the heart of modern marketing theory and practice: 1. Building and managing profitable customer relationships; 2. Building and managing strong brands; 3. Harnessing new marketing technologies in this digital age; and 4. Marketing in a socially responsible way around the globe.

Prerequisites:

SBS 200 (concurrently or previously). WRI 100, 100+, 101, or H103. ENT-101 or ENT-H101.

Credits:

3.00

Description:

This course addresses the topics that remain relevant and important, while simultaneously emphasizing new thinking and approaches to marketing practices. Students need to be prepared to operate in the complex and dynamic marketing world of the future, they need to develop the capacity to think and act like marketers in a difficult and uncertain environment. This requires the ability to assess complex and changing marketing situations, to determine the best marketing strategies for these situations, and to execute the strategies effectively. This course serves two purposes: as a foundation for those intending to major/minor in marketing, and potentially as the sole background in marketing for other majors/minors.

The following three (3) courses must be completed for the minor:

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Students in professional selling learn many of the skills needed to prosper in a sales position. Particularly, the stages of the professional selling process are examined, as well as the role of sales in today's marketing environment. Emphasis is placed on adaptive selling techniques and developing effective interpersonal communication skills. A detailed examination of sales careers is provided.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

In professional services industries such as management consulting, financial services, and healthcare, professional selling plays a key role in relationship-building and consultative problem-solving. Using experiential learning through role-plays, case study analysis, and other interactive methods, students gain knowledge and skills about the selling process (and related elements) in the context of service dominant business and non-profit organizations.

Prerequisites:

MKT 210; and either MKT 220 or MKT H221 (or MKT 318 or MKT 319)

Credits:

3.00

Description:

In this course, students will learn a digitally driven approach to marketing analytics, an exciting field undergoing explosive growth and high demand. An emphasis will be placed on the practical methods used to measure, manage and analyze consumer information. Topics covered will include making sense of the digital media landscape, demand forecasting and predictive analytics, performance evaluation, and Google Analytics. Upon graduation of this course, students will have gained a set of skills and certification that directly translates to modern marketing practices.

Professional Selling Minor for College of Arts & Sciences Students (4 courses, 12 credits)

See individual course descriptions for prerequisites.
Required courses for CAS students:

Select one of the following:

Prerequisites:

SBS 200 (concurrently or previously). WRI 100, 100+, 101, or H103. ENT-101 or ENT-H101.

Credits:

3.00

Description:

As part of the core curriculum for the BSBA, this course provides a comprehensive, innovative, managerial, and practical introduction to marketing. Students will learn and apply basic concepts and practices of modern marketing as used in a wide variety of settings. Technological advances, rapid globalization, economic shifts and cultural and environmental developments are causing profound changes in the marketplace. As the marketplace changes, so must the marketers who serve it. These new developments signify a brand new world of opportunities for forward thinking marketers. In response to these new developments, the focus of this course is on four major themes that go to the heart of modern marketing theory and practice: 1. Building and managing profitable customer relationships; 2. Building and managing strong brands; 3. Harnessing new marketing technologies in this digital age; and 4. Marketing in a socially responsible way around the globe.

Prerequisites:

SBS 200 (concurrently or previously). WRI 100, 100+, 101, or H103. ENT-101 or ENT-H101.

Credits:

3.00

Description:

This course addresses the topics that remain relevant and important, while simultaneously emphasizing new thinking and approaches to marketing practices. Students need to be prepared to operate in the complex and dynamic marketing world of the future, they need to develop the capacity to think and act like marketers in a difficult and uncertain environment. This requires the ability to assess complex and changing marketing situations, to determine the best marketing strategies for these situations, and to execute the strategies effectively. This course serves two purposes: as a foundation for those intending to major/minor in marketing, and potentially as the sole background in marketing for other majors/minors.

And the following three (3) courses:

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Students in professional selling learn many of the skills needed to prosper in a sales position. Particularly, the stages of the professional selling process are examined, as well as the role of sales in today's marketing environment. Emphasis is placed on adaptive selling techniques and developing effective interpersonal communication skills. A detailed examination of sales careers is provided.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

In professional services industries such as management consulting, financial services, and healthcare, professional selling plays a key role in relationship-building and consultative problem-solving. Using experiential learning through role-plays, case study analysis, and other interactive methods, students gain knowledge and skills about the selling process (and related elements) in the context of service dominant business and non-profit organizations.

Prerequisites:

MKT-210

Credits:

3.00

Description:

This course addresses the role of the sales manager in today's challenging business environment. As such, the course includes an understanding of direct sales, as well as all facets of sales management such as recruitment, compensation, and management of a sales force. The core of activity is lecture and case study.

Digital Marketing Minor

Select three (3) from the following:

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Digital marketing has become essential for businesses to reach, engage, and interact with their target audiences and customers. This course teaches students about foundational elements of digital marketing, from communication and channels to pricing and digital offerings. Some of the key topics covered in this course include: performance metrics, paid and organic search, email, social media, and mobile. Techniques and tools for optimizing digital marketing spend across various channels and products are also covered in the course.

Prerequisites:

MKT-210

Credits:

3.00

Description:

For consumers, digital technologies (the web, social media, mobile, Augmented Reality) are a double edged sword. On the one hand consumers are empowered, collaboratively producing products and services (Wikipedia, TripAdvisor), participating in the sharing economy (Uber, Etsy), and consuming on-demand media (Netflix). On the other hand, consumers are stalked and mined, overwhelmed and saturated, and large populations are left behind. This course examines the highs and lows for the new digital consumer, organizing frameworks (collaborative commons), and business models (sharing economy) through the analysis of case studies and academic and business articles.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Social media has altered the landscape of business, communications, marketing, and society as a whole. While some social media like Wikipedia and Facebook have become part of the fabric of many consumers' lives, new media like Snapchat and Tumblr are emerging. This constantly evolving landscape offers businesses innovative ways for generating awareness, demand and revenue. In this course students will take away a social media vocabulary, a set of social media skills and tools, and analytical frameworks for analyzing effective social media business practices. Naturally, student projects, assignments, and other activities will use social media tools.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course focuses on disruptive technologies that enable new business models and provide opportunities for small players to challenge the status quo. Specifically, it addresses fours issues (1) understanding disruptive technologies, (2) analyzing their impact in both primary and the adjacent markets, (3) identifying unique marketing opportunities they offer, and (4) developing well aligned business models focusing on marketing strategy solutions including value proposition, segmentation, revenue streams, cost structure, channel and resource management. It is a reading, writing, and discussion intensive course.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

This course addresses the application of quantitative marketing techniques and methods in the context of the digital world. In this course, students will learn a comprehensive set of powerful tools for digital/social media marketing, such as search engine optimization (SEO), Google AdWords, social media listening, multi-channel attribution modeling, and customer path-to-purchase. Upon successful completion, students shall be able to design and/or evaluate the performance of digital marketing campaigns through the application of the most commonly used tools in the industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This new course in the digital marketing track focuses on how mobile device usage has completely changed the paradigm for companies in every industry. It will focus on the following four major areas: 1. consumer usage of mobile devices; 2. mobile-only companies and applications, 3. mobile hybrids - companies making a huge shift to mobile; and 4. mobile marketing and advertising. The course will rely heavily on discussion of real mobile business cases with lectures from leaders from inside the mobile industry. Evaluation will be based on assignments, class participation, and a group project.

Global Marketing Minor

Complete all three (3):

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Recent work has begun to provide broad insight into the role and nature of innovation targeted at the 4 billion living in poverty in the global marketplace, also referred to as the bottom of the pyramid. These subsistence marketplaces have been described in terms of their size and accessibility, with brand conscious, connected customers willing to accept new technology. What is new here is a course that focuses on developing new ideas to improve the welfare of society, find new solutions of addressing old issues or set existing technology and knowledge into a new framework to deal with social objectives. Cases and a course project will be selected that cover different contexts across the globe covering advanced and developing economies, and covering markets that span the range of income levels. The course will address a number of issues, a few of which are listed as exemplars. provide students with an understanding of the relationship between societal welfare, marketing strategies and innovation. an understanding of marketing and business practices that are sustainable and work in harmony with, rather than in competition with societal development. an understanding of the leadership role marketing must play in creating sustainable innovation for of the future. An understanding of global issues of social innovation relating to products, processes, services, ideas, strategies. An opportunity to demonstrate how each element of the marketing mix can be adapted to implement global social innovation in the broader context of a firm's corporate strategy.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Topics examined in this course include the variations in economic, social-cultural, legal-political, and business environments among different nations and how these variations affect the marketing practices across national boundaries. The goal is to provide students with the necessary skills to compete successfully in national and international markets. Particular attention is given to the formulation of marketing plans and programs and policies to integrate and coordinate such activities on a global basis.

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Global Retail Strategy provides students with an introduction to the field of retailing through both brick-and-mortar and digital channels. Topics include the structure, strategy, development, and implementation of the global retailing mix along with financial and managerial considerations.

Product Innovation and Brand Marketing Minor

Select three (3) from the following:

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Integrated Marketing Communications (IMC) is a cross-functional process for managing customer relationships that drive brand value. This course examines the strategic foundations of IMC, the factors and processes necessary for creating, sending, and receiving successful brand messages. Furthermore, the social, ethical and legal issues as well as measurement and evaluation of marketing communication will be examined.

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Global Retail Strategy provides students with an introduction to the field of retailing through both brick-and-mortar and digital channels. Topics include the structure, strategy, development, and implementation of the global retailing mix along with financial and managerial considerations.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The object of this course is to familiarize students with the new product techniques that are commonly used in the consumer product and service industries. The focus will be on the marketing function's input to the new product process during the pre-launch and launch stages. The course will cover a wide range of issued such as marketing definition, concept generation and evaluation, product design, product positioning, test marketing, and product launch and tracking. The course will be based on lectures, case discussions, and project assignments. The lectures will provide an overview and cover issues included in the assigned readings. It is essential that you are familiar with the readings before every class. The case discussion (student participation is vital here) will provide an application setting to test the concepts learned in the lectures. The project assignments are designed to give you hands-on-experience with new product development tools and techniques.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Brand marketing has become an increasingly important function in organizations. The purpose of this course is to provide a thorough understanding of brand marketing principles and practices. The role of brands and branding will be examined both from a managerial and a consumer perspective. More specifically the course will present current frameworks that guide marketing managers in how to build strong brands in the marketplace. In order to build brands successfully, it is of key importance to have a profound understanding of the roles brands play in consumer culture. The course will examine how consumers make use of brands and develop brand meaning through everyday consumption practices.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Social media has altered the landscape of business, communications, marketing, and society as a whole. While some social media like Wikipedia and Facebook have become part of the fabric of many consumers' lives, new media like Snapchat and Tumblr are emerging. This constantly evolving landscape offers businesses innovative ways for generating awareness, demand and revenue. In this course students will take away a social media vocabulary, a set of social media skills and tools, and analytical frameworks for analyzing effective social media business practices. Naturally, student projects, assignments, and other activities will use social media tools.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course focuses on disruptive technologies that enable new business models and provide opportunities for small players to challenge the status quo. Specifically, it addresses fours issues (1) understanding disruptive technologies, (2) analyzing their impact in both primary and the adjacent markets, (3) identifying unique marketing opportunities they offer, and (4) developing well aligned business models focusing on marketing strategy solutions including value proposition, segmentation, revenue streams, cost structure, channel and resource management. It is a reading, writing, and discussion intensive course.

Sports Marketing Minor

Select three (3) from the following:

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Sports Sponsorship provides an in-depth analysis of the economic and promotional relationship between elite global/US sports and major international brands. Sports sponsorship spending is estimated in the billions in North America alone, and is growing at a substantial compound annual growth rate. Sports Sponsorship will examine in detail the marketing strategies, goals and return on investment of sports sponsorship, and examine growing trends such as jersey sponsorship, branded content and digital initiatives.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The purpose of the course is to develop an understanding of strategic marketing concepts and activities as they apply to the sports context. Marketing concepts and activities are examined as they relate to the marketing of sports and marketing through sports. An emphasis is placed on the international arena and issues relevant to the sports industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The Business of Sports and the Media provides an in-depth analysis of the economic and promotional relationship between major sports (professional and college) and the media. The two form a nexus which has produced phenomenal growth for both industries. As with many industries, this nexus is evolving in reaction to disruptive forces. Additionally, the class will examine how this nexus intersects, influences and amplifies major American cultural issues such as race, gender and sexuality.

Prerequisites:

MKT 210 or H210, MKT 220 or H220, and junior standing

Credits:

3.00

Description:

This course presents an in-depth and innovative framework for implementing relationship marketing within the sport industry. This framework includes network-and market-oriented methods and tools that enable sport organizations to design and develop products that provide targeted stakeholders with greater functional and experiential value. Sport organizations provide a wide variety of services from leadership, governance, management, development, entertainment and control to educational materials and other retail products, all of which benefit from relationship marketing principles. Because many sport organizations have adopted a relationship-marketing approach, they are necessarily network-based, operating in a system formed by numerous stakeholders. Their goals may be economic, social or environmental with the foundation of the system being the sport itself, with various bodies involved in the development of the sport. Through a consulting project with a sport organization, students will develop an understanding of the dynamics of the relationships between the different stakeholders who make up the network of the sport industry. Specifically, students will learn how sport organizations carry out their strategic actions within a network of stakeholders.

 

Marketing Concentrations

Concentrations

Students have the option to choose one of the following marketing concentrations; however, choosing a marketing concentration is not required.

Marketing majors who choose to specialize in one of five concentrations are required to complete the marketing major requirements; MKT 317, MKT 322, MKT 419, and MKT 499, as well as follow the instructions below for their area of personal interest.

Sports Marketing

Select three (3) from the following:

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Sports Sponsorship provides an in-depth analysis of the economic and promotional relationship between elite global/US sports and major international brands. Sports sponsorship spending is estimated in the billions in North America alone, and is growing at a substantial compound annual growth rate. Sports Sponsorship will examine in detail the marketing strategies, goals and return on investment of sports sponsorship, and examine growing trends such as jersey sponsorship, branded content and digital initiatives.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The purpose of the course is to develop an understanding of strategic marketing concepts and activities as they apply to the sports context. Marketing concepts and activities are examined as they relate to the marketing of sports and marketing through sports. An emphasis is placed on the international arena and issues relevant to the sports industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The Business of Sports and the Media provides an in-depth analysis of the economic and promotional relationship between major sports (professional and college) and the media. The two form a nexus which has produced phenomenal growth for both industries. As with many industries, this nexus is evolving in reaction to disruptive forces. Additionally, the class will examine how this nexus intersects, influences and amplifies major American cultural issues such as race, gender and sexuality.

Prerequisites:

MKT 210 or H210, MKT 220 or H220, and junior standing

Credits:

3.00

Description:

This course presents an in-depth and innovative framework for implementing relationship marketing within the sport industry. This framework includes network-and market-oriented methods and tools that enable sport organizations to design and develop products that provide targeted stakeholders with greater functional and experiential value. Sport organizations provide a wide variety of services from leadership, governance, management, development, entertainment and control to educational materials and other retail products, all of which benefit from relationship marketing principles. Because many sport organizations have adopted a relationship-marketing approach, they are necessarily network-based, operating in a system formed by numerous stakeholders. Their goals may be economic, social or environmental with the foundation of the system being the sport itself, with various bodies involved in the development of the sport. Through a consulting project with a sport organization, students will develop an understanding of the dynamics of the relationships between the different stakeholders who make up the network of the sport industry. Specifically, students will learn how sport organizations carry out their strategic actions within a network of stakeholders.

Digital Marketing

Select three (3) from the following:

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Digital marketing has become essential for businesses to reach, engage, and interact with their target audiences and customers. This course teaches students about foundational elements of digital marketing, from communication and channels to pricing and digital offerings. Some of the key topics covered in this course include: performance metrics, paid and organic search, email, social media, and mobile. Techniques and tools for optimizing digital marketing spend across various channels and products are also covered in the course.

Prerequisites:

MKT-210

Credits:

3.00

Description:

For consumers, digital technologies (the web, social media, mobile, Augmented Reality) are a double edged sword. On the one hand consumers are empowered, collaboratively producing products and services (Wikipedia, TripAdvisor), participating in the sharing economy (Uber, Etsy), and consuming on-demand media (Netflix). On the other hand, consumers are stalked and mined, overwhelmed and saturated, and large populations are left behind. This course examines the highs and lows for the new digital consumer, organizing frameworks (collaborative commons), and business models (sharing economy) through the analysis of case studies and academic and business articles.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Social media has altered the landscape of business, communications, marketing, and society as a whole. While some social media like Wikipedia and Facebook have become part of the fabric of many consumers' lives, new media like Snapchat and Tumblr are emerging. This constantly evolving landscape offers businesses innovative ways for generating awareness, demand and revenue. In this course students will take away a social media vocabulary, a set of social media skills and tools, and analytical frameworks for analyzing effective social media business practices. Naturally, student projects, assignments, and other activities will use social media tools.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course focuses on disruptive technologies that enable new business models and provide opportunities for small players to challenge the status quo. Specifically, it addresses fours issues (1) understanding disruptive technologies, (2) analyzing their impact in both primary and the adjacent markets, (3) identifying unique marketing opportunities they offer, and (4) developing well aligned business models focusing on marketing strategy solutions including value proposition, segmentation, revenue streams, cost structure, channel and resource management. It is a reading, writing, and discussion intensive course.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

This course addresses the application of quantitative marketing techniques and methods in the context of the digital world. In this course, students will learn a comprehensive set of powerful tools for digital/social media marketing, such as search engine optimization (SEO), Google AdWords, social media listening, multi-channel attribution modeling, and customer path-to-purchase. Upon successful completion, students shall be able to design and/or evaluate the performance of digital marketing campaigns through the application of the most commonly used tools in the industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This new course in the digital marketing track focuses on how mobile device usage has completely changed the paradigm for companies in every industry. It will focus on the following four major areas: 1. consumer usage of mobile devices; 2. mobile-only companies and applications, 3. mobile hybrids - companies making a huge shift to mobile; and 4. mobile marketing and advertising. The course will rely heavily on discussion of real mobile business cases with lectures from leaders from inside the mobile industry. Evaluation will be based on assignments, class participation, and a group project.

Product Innovation and Brand Marketing

Select three (3) from the following:

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Integrated Marketing Communications (IMC) is a cross-functional process for managing customer relationships that drive brand value. This course examines the strategic foundations of IMC, the factors and processes necessary for creating, sending, and receiving successful brand messages. Furthermore, the social, ethical and legal issues as well as measurement and evaluation of marketing communication will be examined.

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Global Retail Strategy provides students with an introduction to the field of retailing through both brick-and-mortar and digital channels. Topics include the structure, strategy, development, and implementation of the global retailing mix along with financial and managerial considerations.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The object of this course is to familiarize students with the new product techniques that are commonly used in the consumer product and service industries. The focus will be on the marketing function's input to the new product process during the pre-launch and launch stages. The course will cover a wide range of issued such as marketing definition, concept generation and evaluation, product design, product positioning, test marketing, and product launch and tracking. The course will be based on lectures, case discussions, and project assignments. The lectures will provide an overview and cover issues included in the assigned readings. It is essential that you are familiar with the readings before every class. The case discussion (student participation is vital here) will provide an application setting to test the concepts learned in the lectures. The project assignments are designed to give you hands-on-experience with new product development tools and techniques.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Brand marketing has become an increasingly important function in organizations. The purpose of this course is to provide a thorough understanding of brand marketing principles and practices. The role of brands and branding will be examined both from a managerial and a consumer perspective. More specifically the course will present current frameworks that guide marketing managers in how to build strong brands in the marketplace. In order to build brands successfully, it is of key importance to have a profound understanding of the roles brands play in consumer culture. The course will examine how consumers make use of brands and develop brand meaning through everyday consumption practices.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Social media has altered the landscape of business, communications, marketing, and society as a whole. While some social media like Wikipedia and Facebook have become part of the fabric of many consumers' lives, new media like Snapchat and Tumblr are emerging. This constantly evolving landscape offers businesses innovative ways for generating awareness, demand and revenue. In this course students will take away a social media vocabulary, a set of social media skills and tools, and analytical frameworks for analyzing effective social media business practices. Naturally, student projects, assignments, and other activities will use social media tools.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course focuses on disruptive technologies that enable new business models and provide opportunities for small players to challenge the status quo. Specifically, it addresses fours issues (1) understanding disruptive technologies, (2) analyzing their impact in both primary and the adjacent markets, (3) identifying unique marketing opportunities they offer, and (4) developing well aligned business models focusing on marketing strategy solutions including value proposition, segmentation, revenue streams, cost structure, channel and resource management. It is a reading, writing, and discussion intensive course.

Global Marketing

Complete all three (3):

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Recent work has begun to provide broad insight into the role and nature of innovation targeted at the 4 billion living in poverty in the global marketplace, also referred to as the bottom of the pyramid. These subsistence marketplaces have been described in terms of their size and accessibility, with brand conscious, connected customers willing to accept new technology. What is new here is a course that focuses on developing new ideas to improve the welfare of society, find new solutions of addressing old issues or set existing technology and knowledge into a new framework to deal with social objectives. Cases and a course project will be selected that cover different contexts across the globe covering advanced and developing economies, and covering markets that span the range of income levels. The course will address a number of issues, a few of which are listed as exemplars. provide students with an understanding of the relationship between societal welfare, marketing strategies and innovation. an understanding of marketing and business practices that are sustainable and work in harmony with, rather than in competition with societal development. an understanding of the leadership role marketing must play in creating sustainable innovation for of the future. An understanding of global issues of social innovation relating to products, processes, services, ideas, strategies. An opportunity to demonstrate how each element of the marketing mix can be adapted to implement global social innovation in the broader context of a firm's corporate strategy.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Topics examined in this course include the variations in economic, social-cultural, legal-political, and business environments among different nations and how these variations affect the marketing practices across national boundaries. The goal is to provide students with the necessary skills to compete successfully in national and international markets. Particular attention is given to the formulation of marketing plans and programs and policies to integrate and coordinate such activities on a global basis.

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Global Retail Strategy provides students with an introduction to the field of retailing through both brick-and-mortar and digital channels. Topics include the structure, strategy, development, and implementation of the global retailing mix along with financial and managerial considerations.

Professional Selling

Complete all three (3):

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Students in professional selling learn many of the skills needed to prosper in a sales position. Particularly, the stages of the professional selling process are examined, as well as the role of sales in today's marketing environment. Emphasis is placed on adaptive selling techniques and developing effective interpersonal communication skills. A detailed examination of sales careers is provided.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

In professional services industries such as management consulting, financial services, and healthcare, professional selling plays a key role in relationship-building and consultative problem-solving. Using experiential learning through role-plays, case study analysis, and other interactive methods, students gain knowledge and skills about the selling process (and related elements) in the context of service dominant business and non-profit organizations.

Prerequisites:

MKT-210

Credits:

3.00

Description:

This course addresses the role of the sales manager in today's challenging business environment. As such, the course includes an understanding of direct sales, as well as all facets of sales management such as recruitment, compensation, and management of a sales force. The core of activity is lecture and case study.

Again, choosing a concentration is not required to be a marketing major. It is an option for students who would like to specialize in a particular area.

General Cross-Concentration Elective*

Prerequisites:

MKT-220 and at least a 3.2 GPA

Credits:

3.00

Description:

This course provides qualified students with a unique opportunity to work either individually or with other qualified students, on a marketing consulting project for a professional client. Projects could include, but are not limited to the development of strategic marketing plans and marketing research projects. Students will create and deliver a professional report and presentation to the client upon completion of the semester project.

*MKT H525 can be used as an elective option in marketing concentrations on a case-by-case scenario dependent on the MKT H525 client for the enrolled semester.

 

Marketing Undergraduate Courses

Undergraduate Courses

Prerequisites:

SBS 200 (concurrently or previously). WRI 100, 100+, 101, or H103. ENT-101 or ENT-H101.

Credits:

3.00

Description:

As part of the core curriculum for the BSBA, this course provides a comprehensive, innovative, managerial, and practical introduction to marketing. Students will learn and apply basic concepts and practices of modern marketing as used in a wide variety of settings. Technological advances, rapid globalization, economic shifts and cultural and environmental developments are causing profound changes in the marketplace. As the marketplace changes, so must the marketers who serve it. These new developments signify a brand new world of opportunities for forward thinking marketers. In response to these new developments, the focus of this course is on four major themes that go to the heart of modern marketing theory and practice: 1. Building and managing profitable customer relationships; 2. Building and managing strong brands; 3. Harnessing new marketing technologies in this digital age; and 4. Marketing in a socially responsible way around the globe.

Prerequisites:

SBS 200 (concurrently or previously). WRI 100, 100+, 101, or H103. ENT-101 or ENT-H101.

Credits:

3.00

Description:

This course addresses the topics that remain relevant and important, while simultaneously emphasizing new thinking and approaches to marketing practices. Students need to be prepared to operate in the complex and dynamic marketing world of the future, they need to develop the capacity to think and act like marketers in a difficult and uncertain environment. This requires the ability to assess complex and changing marketing situations, to determine the best marketing strategies for these situations, and to execute the strategies effectively. This course serves two purposes: as a foundation for those intending to major/minor in marketing, and potentially as the sole background in marketing for other majors/minors.

Prerequisites:

Take MKT-210 or MKT-H210; and STATS-240 or STATS-250

Credits:

3.00

Description:

Business Research Methods is a general introduction to both quantitative and qualitative business research methods. Topics covered include the purpose of research, defining research and research problems, defining an hypothesis, problem solving and knowledge discovery, methods of quantitative and qualitative research, conducting literature reviews, designing appropriate methodologies, evaluating outcomes, analysis and communicating the results. Students will use Excel and SPSS to support research analysis, implementing what was learned in statistics and going beyond as they learn new data analysis techniques. Students will discuss and present research ideas and processes orally both informally and formally.

Prerequisites:

Take MKT-210 or MKT-H210; and STATS-240 or STATS-250; 3.2 GPA or higher

Credits:

3.00

Description:

Business Research Methods is a general introduction to both quantitative and qualitative business research methods. Topics covered include the purpose of research, defining research and research problems, defining an hypothesis, problem solving and knowledge discovery, methods of quantitative and qualitative research, conducting literature reviews, designing appropriate methodologies, evaluating outcomes, analysis and communicating the results. Students will use Excel and SPSS to support research analysis, implementing what was learned in statistics and going beyond as they learn new data analysis techniques. Students will discuss and present research ideas and processes orally both informally and formally.

Prerequisites:

STATS-240 or STATS-250; WRI-102 or WRI-H103; Restricted to SBS Honors, or GPA 3.2 or higher, or instructor permission

Credits:

6.00

Description:

Experiential learning is the cornerstone of the Sawyer Business School curriculum. In this course, students apply research and communication skills to solve real-world problems for local and global organizations. Students engage in all aspects of the research process by gathering, analyzing and interpreting quantitative and qualitative information to solve business problems. Students learn to write efficiently and effectively for a business audience within the context of the semester project and for the organizational client. In addition, the semester project introduces students to the consulting process.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Students in professional selling learn many of the skills needed to prosper in a sales position. Particularly, the stages of the professional selling process are examined, as well as the role of sales in today's marketing environment. Emphasis is placed on adaptive selling techniques and developing effective interpersonal communication skills. A detailed examination of sales careers is provided.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

In professional services industries such as management consulting, financial services, and healthcare, professional selling plays a key role in relationship-building and consultative problem-solving. Using experiential learning through role-plays, case study analysis, and other interactive methods, students gain knowledge and skills about the selling process (and related elements) in the context of service dominant business and non-profit organizations.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Integrated Marketing Communications (IMC) is a cross-functional process for managing customer relationships that drive brand value. This course examines the strategic foundations of IMC, the factors and processes necessary for creating, sending, and receiving successful brand messages. Furthermore, the social, ethical and legal issues as well as measurement and evaluation of marketing communication will be examined.

Prerequisites:

MKT-H210 or MKT-210 and at least a 3.2 GPA

Credits:

3.00

Description:

Integrated Marketing Communications (IMC) is a cross-functional process for managing customer relationships that drive brand value. This course examines the strategic foundations of IMC, the factors and processes necessary for creating, sending, and receiving successful brand messages. Furthermore, the social, ethical and legal issues as well as measurement and evaluation of marketing communication will be examined.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

In this course we focus on people as consumers of products, services, and experiences. We do so by drawing upon theories of consumption in fields as diverse as psychology, sociology, economics, and anthropology. Students engage in projects that link theory to insights on consumer buying, using, and disposing behavior and the application of these insights in marketing programs. In the process they become more critical consumers. The classes are discussion based and active participation from students is expected.

Prerequisites:

MKT 210 or MKT-H210 and at least a 3.2 GPA

Credits:

3.00

Description:

This course is open to students with a GPA of 3.2 or higher. This honors course is a focused and challenging learning experience. As a result, you will be introduced to advanced concepts, ideas, and project experiences that will place you in a highly desirable position for internships, future career opportunities, and graduate school. In this course we focus on people as consumers of products, services, and experiences. We do so by drawing upon theories of consumption in fields as diverse as psychology, sociology, economics, and anthropology. Students engage in projects that link theory to insights on consumer buying, using and disposing behavior and the application of these insights in marketing programs. In the process they become more critical consumers. The classes are discussion based and active participation from students is expected.

Prerequisites:

MKT 210; and either MKT 220 or MKT H221 (or MKT 318 or MKT 319)

Credits:

3.00

Description:

In this course, students will learn a digitally driven approach to marketing analytics, an exciting field undergoing explosive growth and high demand. An emphasis will be placed on the practical methods used to measure, manage and analyze consumer information. Topics covered will include making sense of the digital media landscape, demand forecasting and predictive analytics, performance evaluation, and Google Analytics. Upon graduation of this course, students will have gained a set of skills and certification that directly translates to modern marketing practices.

Prerequisites:

MKT-210; and either MKT-220, MKT-H221, MKT-318, or MKT-319; and at least a 3.2 GPA or higher.

Credits:

3.00

Description:

In this course, students will learn a digitally driven approach to marketing analytics, an exciting field undergoing explosive growth and high demand. An emphasis will be placed on the practical methods used to measure, manage and analyze consumer information. Topics covered will include making sense of the digital media landscape, demand forecasting and predictive analytics, performance evaluation, and Google Analytics. Upon graduation of this course, students will have gained a set of skills and certification that directly translates to modern marketing practices.

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Recent work has begun to provide broad insight into the role and nature of innovation targeted at the 4 billion living in poverty in the global marketplace, also referred to as the bottom of the pyramid. These subsistence marketplaces have been described in terms of their size and accessibility, with brand conscious, connected customers willing to accept new technology. What is new here is a course that focuses on developing new ideas to improve the welfare of society, find new solutions of addressing old issues or set existing technology and knowledge into a new framework to deal with social objectives. Cases and a course project will be selected that cover different contexts across the globe covering advanced and developing economies, and covering markets that span the range of income levels. The course will address a number of issues, a few of which are listed as exemplars. provide students with an understanding of the relationship between societal welfare, marketing strategies and innovation. an understanding of marketing and business practices that are sustainable and work in harmony with, rather than in competition with societal development. an understanding of the leadership role marketing must play in creating sustainable innovation for of the future. An understanding of global issues of social innovation relating to products, processes, services, ideas, strategies. An opportunity to demonstrate how each element of the marketing mix can be adapted to implement global social innovation in the broader context of a firm's corporate strategy.

Prerequisites:

Take MKT-210 or MKT-H210; 3.20 GPA or higher required

Credits:

3.00

Description:

Recent work has begun to provide broad insight into the role and nature of innovation targeted at the 4 billion living in poverty in the global marketplace, also referred to as the bottom of the pyramid. These subsistence marketplaces have been described in terms of their size and accessibility, with brand conscious, connected customers willing to accept new technology. What is new here is a course that focuses on developing new ideas to improve the welfare of society, find new solutions of addressing old issues or set existing technology and knowledge into a new framework to deal with social objectives. Cases and a course project will be selected that cover different contexts across the globe covering advanced and developing economies, and covering markets that span the range of income levels. The course will address a number of issues, a few of which are listed as exemplars: provide students with an understanding of the relationship between societal welfare, marketing strategies and innovation; an understanding of marketing and business practices that are sustainable and work in harmony with, rather than in competition with societal development; an understanding of the leadership role marketing must play in creating sustainable innovation for of the future; an understanding of global issues of social innovation relating to products, processes, services, ideas, strategies; an opportunity to demonstrate how each element of the marketing mix can be adapted to implement global social innovation in the broader context of a firm's corporate strategy.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Digital marketing has become essential for businesses to reach, engage, and interact with their target audiences and customers. This course teaches students about foundational elements of digital marketing, from communication and channels to pricing and digital offerings. Some of the key topics covered in this course include: performance metrics, paid and organic search, email, social media, and mobile. Techniques and tools for optimizing digital marketing spend across various channels and products are also covered in the course.

Prerequisites:

Prerequisites - MKT 317, MKT 220 (or MKT 318 or MKT 319), and 54 credits

Credits:

3.00

Description:

This course addresses the strategic analyses and frameworks in marketing to help firms increase customer satisfaction and financial performance by delivering a superior value proposition. Using a variety of experiential approaches, students apply a systematic process to solve marketing problems in diverse settings and industries.

Prerequisites:

MKT-317 (or MKT H317) and MKT-220 (or MKT H220, may be taken concurrently) at least 54 credits, and 3.2 GPA

Credits:

3.00

Description:

This course is open to students with a GPA of 3.2 or higher. This honors course is a focused and challenging learning experience. As a result, you will be introduced to advanced concepts, ideas, and project experiences that will place you in a highly desirable position for internships, future career opportunities, and graduate school. In this capstone course, marketing majors apply lessons learned across the curricula of the Marketing Department and Sawyer School. Students test their level of marketing knowledge by working to solve challenging integrated cases for developing marketing strategy and programs. In particular, students analyze both qualitative and quantitative information, evaluate alternative courses of action, and then make strategic recommendations for resolving the issues in each case.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course covers the critical role of marketing for entrepreneurs and start-up companies as they attempt to define and carve out a market for a new company, product or service. We will examine through both class discussion and case study how marketing must infiltrate the entire organization beginning with the concept, the business plan and through the early stage development phase. Moreover, we will discuss the creation of the new venture marketing plan, the budgeting and human resource allocation process and its integration into the business plan. We will also look at tactics from guerrilla marketing through mass media executions, the potential ROI for both and their influence on the ultimate success of the enterprise.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Topics examined in this course include the variations in economic, social-cultural, legal-political, and business environments among different nations and how these variations affect the marketing practices across national boundaries. The goal is to provide students with the necessary skills to compete successfully in national and international markets. Particular attention is given to the formulation of marketing plans and programs and policies to integrate and coordinate such activities on a global basis.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Topics examined in this course include the variations in economic, social-cultural, legal-political, and business environments among different nations and how these variations affect the marketing practices across national boundaries. The goal is to provide students with the necessary skills to compete successfully in national and international markets. Particular attention is given to the formulation of marketing plans and programs and policies to integrate and coordinate such activities on a global basis.

Prerequisites:

MKT-210

Credits:

3.00

Description:

This course addresses the role of the sales manager in today's challenging business environment. As such, the course includes an understanding of direct sales, as well as all facets of sales management such as recruitment, compensation, and management of a sales force. The core of activity is lecture and case study.

Prerequisites:

MKT-210 and at least 3.2 GPA

Credits:

3.00

Description:

This course addresses the role of the sales manager in today's challenging business environment. As such, the course includes an understanding of direct sales, as well as all facets of sales management such as recruitment, compensation, and management of a sales force. The core of activity is lecture and case study.

Prerequisites:

MKT-210 or MKT-H210

Credits:

3.00

Description:

Global Retail Strategy provides students with an introduction to the field of retailing through both brick-and-mortar and digital channels. Topics include the structure, strategy, development, and implementation of the global retailing mix along with financial and managerial considerations.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

Sports Sponsorship provides an in-depth analysis of the economic and promotional relationship between elite global/US sports and major international brands. Sports sponsorship spending is estimated in the billions in North America alone, and is growing at a substantial compound annual growth rate. Sports Sponsorship will examine in detail the marketing strategies, goals and return on investment of sports sponsorship, and examine growing trends such as jersey sponsorship, branded content and digital initiatives.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The purpose of the course is to develop an understanding of strategic marketing concepts and activities as they apply to the sports context. Marketing concepts and activities are examined as they relate to the marketing of sports and marketing through sports. An emphasis is placed on the international arena and issues relevant to the sports industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The purpose of this course is to explain the function and value of marketing channels and define the major channel types. This course will also explain the elementary legal aspects of channel promotion, pricing, delivery and integration systems as well as identify channel strategies. Prerequisite: MKT 210 or MKT H210 (Formerly MKT 310) and Junior Standing. 1 term - 3 credits.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The Business of Sports and the Media provides an in-depth analysis of the economic and promotional relationship between major sports (professional and college) and the media. The two form a nexus which has produced phenomenal growth for both industries. As with many industries, this nexus is evolving in reaction to disruptive forces. Additionally, the class will examine how this nexus intersects, influences and amplifies major American cultural issues such as race, gender and sexuality.

Prerequisites:

MKT 210 or H210, MKT 220 or H220, and junior standing

Credits:

3.00

Description:

This course presents an in-depth and innovative framework for implementing relationship marketing within the sport industry. This framework includes network-and market-oriented methods and tools that enable sport organizations to design and develop products that provide targeted stakeholders with greater functional and experiential value. Sport organizations provide a wide variety of services from leadership, governance, management, development, entertainment and control to educational materials and other retail products, all of which benefit from relationship marketing principles. Because many sport organizations have adopted a relationship-marketing approach, they are necessarily network-based, operating in a system formed by numerous stakeholders. Their goals may be economic, social or environmental with the foundation of the system being the sport itself, with various bodies involved in the development of the sport. Through a consulting project with a sport organization, students will develop an understanding of the dynamics of the relationships between the different stakeholders who make up the network of the sport industry. Specifically, students will learn how sport organizations carry out their strategic actions within a network of stakeholders.

Prerequisites:

MKT-210

Credits:

3.00

Description:

For consumers, digital technologies (the web, social media, mobile, Augmented Reality) are a double edged sword. On the one hand consumers are empowered, collaboratively producing products and services (Wikipedia, TripAdvisor), participating in the sharing economy (Uber, Etsy), and consuming on-demand media (Netflix). On the other hand, consumers are stalked and mined, overwhelmed and saturated, and large populations are left behind. This course examines the highs and lows for the new digital consumer, organizing frameworks (collaborative commons), and business models (sharing economy) through the analysis of case studies and academic and business articles.

Prerequisites:

MKT-210 and at least a 3.2 GPA

Credits:

3.00

Description:

For consumers, digital technologies (the web, social media, mobile, Augmented Reality) are a double edged sword. On the one hand consumers are empowered, collaboratively producing products and services (Wikipedia, TripAdvisor), participating in the sharing economy (Uber, Etsy), and consuming on-demand media (Netflix). On the other hand, consumers are stalked and mined, overwhelmed and saturated, and large populations are left behind. This course examines the highs and lows for the new digital consumer, organizing frameworks (collaborative commons), and business models (sharing economy) through the analysis of case studies and academic and business articles.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course presents the principles of marketing, marketing strategy, and the marketing mix as applicable in a nonprofit settings. This course is directed toward specific Customer Service Marketing applications that have focused relevance to non-profit organizations. Special attention is given to marketing of services, customer service, development of marketing strategies, and sales to targeted markets. This course is designed to provide students with insight into the nuances associated with marketing activities design to support the efforts of Nonprofit Organizations' attempts to influence clients, constituents, volunteers, Board members and donors.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

The object of this course is to familiarize students with the new product techniques that are commonly used in the consumer product and service industries. The focus will be on the marketing function's input to the new product process during the pre-launch and launch stages. The course will cover a wide range of issued such as marketing definition, concept generation and evaluation, product design, product positioning, test marketing, and product launch and tracking. The course will be based on lectures, case discussions, and project assignments. The lectures will provide an overview and cover issues included in the assigned readings. It is essential that you are familiar with the readings before every class. The case discussion (student participation is vital here) will provide an application setting to test the concepts learned in the lectures. The project assignments are designed to give you hands-on-experience with new product development tools and techniques.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Brand marketing has become an increasingly important function in organizations. The purpose of this course is to provide a thorough understanding of brand marketing principles and practices. The role of brands and branding will be examined both from a managerial and a consumer perspective. More specifically the course will present current frameworks that guide marketing managers in how to build strong brands in the marketplace. In order to build brands successfully, it is of key importance to have a profound understanding of the roles brands play in consumer culture. The course will examine how consumers make use of brands and develop brand meaning through everyday consumption practices.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Social media has altered the landscape of business, communications, marketing, and society as a whole. While some social media like Wikipedia and Facebook have become part of the fabric of many consumers' lives, new media like Snapchat and Tumblr are emerging. This constantly evolving landscape offers businesses innovative ways for generating awareness, demand and revenue. In this course students will take away a social media vocabulary, a set of social media skills and tools, and analytical frameworks for analyzing effective social media business practices. Naturally, student projects, assignments, and other activities will use social media tools.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

Social media is transforming the way consumers work, play, and live and no one knows this better than you- the Millennial generation. But, what does this mean for business? The focus of this course is to understand the transformation of marketing practices as new social media challenge traditional media. How do businesses use the new media to create deeper and more profitable relationships with consumers? What are the new measures and metrics for assessing marketing programs in this new environment? From this course students will take away a social media vocabulary, a set of social media skills and tools, and analytical frameworks for analyzing effective social media business practices. The course is constructed on the principle of the student as an "active learner" where the student takes the responsibility for their own learning and works collaboratively with peers assisting in their learning. Naturally, student projects, assignments, and other activities will use social media tools including wikis and blogs.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course focuses on disruptive technologies that enable new business models and provide opportunities for small players to challenge the status quo. Specifically, it addresses fours issues (1) understanding disruptive technologies, (2) analyzing their impact in both primary and the adjacent markets, (3) identifying unique marketing opportunities they offer, and (4) developing well aligned business models focusing on marketing strategy solutions including value proposition, segmentation, revenue streams, cost structure, channel and resource management. It is a reading, writing, and discussion intensive course.

Prerequisites:

Take MKT-210 or MKT-H210

Credits:

3.00

Description:

This course addresses the application of quantitative marketing techniques and methods in the context of the digital world. In this course, students will learn a comprehensive set of powerful tools for digital/social media marketing, such as search engine optimization (SEO), Google AdWords, social media listening, multi-channel attribution modeling, and customer path-to-purchase. Upon successful completion, students shall be able to design and/or evaluate the performance of digital marketing campaigns through the application of the most commonly used tools in the industry.

Prerequisites:

Take MKT-210 or MKT-H210, GPA 3.2 or higher

Credits:

3.00

Description:

This course addresses the application of quantitative marketing techniques and methods in the context of the digital world. In this course, students will learn a comprehensive set of powerful tools for digital/social media marketing, such as search engine optimization (SEO), Google AdWords, social media listening, multi-channel attribution modeling, and customer path-to-purchase. Upon successful completion, students shall be able to design and/or evaluate the performance of digital marketing campaigns through the application of the most commonly used tools in the industry.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This new course in the digital marketing track focuses on how mobile device usage has completely changed the paradigm for companies in every industry. It will focus on the following four major areas: 1. consumer usage of mobile devices; 2. mobile-only companies and applications, 3. mobile hybrids - companies making a huge shift to mobile; and 4. mobile marketing and advertising. The course will rely heavily on discussion of real mobile business cases with lectures from leaders from inside the mobile industry. Evaluation will be based on assignments, class participation, and a group project.

Prerequisites:

MKT 210 or MKT-H210, GPA 3.2 or higher

Credits:

3.00

Description:

This new course in the digital marketing track focuses on how mobile device usage has completely changed the paradigm for companies in every industry. It will focus on the following four major areas: 1. consumer usage of mobile devices; 2. mobile-only companies and applications, 3. mobile hybrids - companies making a huge shift to mobile; and 4. mobile marketing and advertising. The course will rely heavily on discussion of real mobile business cases with lectures from leaders from inside the mobile industry. Evaluation will be based on assignments, class participation, and a group project.

Prerequisites:

MKT 210 or MKT-H210

Credits:

3.00

Description:

This course explores how we can use the principles of web marketing as effective marketing tools. The course will have the following learning components: lectures, guest lectures, web site analyses, and student project presentations.

Prerequisites:

MKT 319; Marketing majors only; Instructor's consent required

Credits:

3.00

Description:

This course offers global consulting experience with international corporate partners. This consulting based course is organized by the Suffolk Marketing Department and an overseas partner school. Teams, consisting of Suffolk Business students and students from the partner school, work on strategic consulting projects that feature global marketing challenges (e.g., market entry decisions, consumer research, distribution channel analysis and other marketing strategy issues). At the start of the project, students from both universities will meet in one of the host cities for a week to establish the scope of the project, meet with the clients, and share cultural experiences. Throughout the semester, students will collaborate via virtual teaming technology. At the end of the semester, students will meet in the second host city for a week to finalize the projects and report to the business clients.

Prerequisites:

MKT-210, MKT-317, MKT-322, MKT-419; and either MKT-220, MKT-H221, MKT-318, or MKT-319; and at least 84 credits completed.

Credits:

3.00

Description:

This course is designed to provide students with an opportunity to learn the role of research in marketing strategies. Working with client organization, the students will demonstrate the fundamental marketing research skills as they implement the steps included in the marketing research process to create a marketing plan that will provide recommended strategies for the organization. Real-life case studies on the role of marketing research in organizational decision making will also be discussed throughout the course.

Prerequisites:

MKT-210, MKT-317, MKT-322, and MKT-419; and either MKT-220, MKT-H221, MKT-318, or MKT-319; 3.2 GPA or higher and at least 84 credits completed.

Credits:

3.00

Description:

This course is designed to provide students with an opportunity to learn the role of research in marketing strategies. Working with client organization, the students will demonstrate the fundamental marketing research skills as they implement the steps included in the marketing research process to create a marketing plan that will provide recommended strategies for the organization. Real-life case studies on the role of marketing research in organizational decision making will also be discussed throughout the course.

Prerequisites:

MKT 210 or MKT-H210 and Instructor's consent required

Credits:

1.00- 6.00

Description:

Independent study allows students to expand their classroom experience by completing research in an area of interest not already covered by Suffolk courses. The student designs a unique project and finds a full-time faculty member with expertise in that topic who agrees to sponsor it and provide feedback as the proposal is refined. A well designed and executed research project broadens and/or deepens learning in a major or minor area of study and may also enhance a student's marketability to potential future employers. Students cannot register for an Independent Study until a full proposal is approved by the faculty sponsor, department chair, and academic dean. Many Independent study proposals require revisions before approval is granted; even with revisions independent study approval is NOT guaranteed. Students are strongly encouraged to submit a proposal in enough time to register for a different course if the proposal is not accepted. For complete instructions, see the SBS Independent/Directed Study Agreement and Proposal form available online.

Prerequisites:

MKT 210 or MKT-H210 and at least a 3.2 GPA and Instructor's Consent

Credits:

1.00- 3.00

Description:

This elective course option involves a student initiated written proposal to a willing and appropriate full-time faculty member for a directed study project. Normally this is for three credits and completed during one semester. The faculty member and student must concur on a written proposal and final project. Approval by the Department Chair and the Dean is necessary prior to registration.

Prerequisites:

MKT210 (H210) and ONE of the following: MKT 318/318 or MKT 319/H319 or MKT 220/H220) and at least a 2.8 GPA

Credits:

3.00

Description:

The Red Sox marketing practicum takes a dynamic educational approach that requires student immersion in the sports marketing experience. This practicum is designed to complement marketing coursework by providing students with the opportunity to apply marketing skills and concepts learned in business and marketing courses. It is intended to contribute meaningfully to student's overall educational and professional preparation.

Prerequisites:

MKT-210 or MKT-H210 and 54 credits and at least a 3.0 GPA

Credits:

3.00

Description:

This course provides marketing majors or minors (junior status or higher) to apply marketing and business knowledge for problem solving in an organizational workplace setting. Students identify and organize their own internship position and particular project (depending on area of interest) with assistance from department staff, as needed. Projects will vary in scope and content and may include topics such as buyer behavior, customer satisfaction, service quality, e-marketing, and others. Students are expected to be on the job for approximately 8 hours per week during the course of the semester. Prerequisites: Minimum of 3.0 GPA; MKT 210 or MKT H210 (formerly MKT 310) AND JUNIOR STANDING and permission from instructor. 1 term - 3 credits.

Prerequisites:

MKT 319; 3.2 GPA

Credits:

1.00- 3.00

Description:

The honors marketing internship provides qualified students with a unique opportunity to work either individually or with other qualified students, on a marketing consulting project for a professional client. Projects could include, but are not limited to the development of strategic marketing plans and marketing research projects. Students will create and deliver a professional report and presentation to the client upon completion of the semester project.

Prerequisites:

MKT-220 and at least a 3.2 GPA

Credits:

3.00

Description:

This course provides qualified students with a unique opportunity to work either individually or with other qualified students, on a marketing consulting project for a professional client. Projects could include, but are not limited to the development of strategic marketing plans and marketing research projects. Students will create and deliver a professional report and presentation to the client upon completion of the semester project.

Prerequisites:

MKT 210; MKT 318 or ISOM 201; 2.8 GPA preferred

Credits:

3.00

Description:

An in-depth analysis of timely special issues in the field of marketing. Specific topics vary by semester. PREREQUISITES FOR SPECIAL TOPICS COURSE WILL VARY BY SEMESTER. Description for New Product Development: The focus of this course will be on the marketing function's input to the new product innovation process during the pre-launch and launch stages. The course will cover a wide range of issues such as market definition, concept generation and evaluation, product design, product positioning, test marketing, and product launch and tracking. The course will be based on lectures, case discussions, and project assignments. The lectures will provide an overview and discuss issues included in the assigned readings. The case discussion will provide an application setting to test the concepts learned in the lectures. The project assignments are designed to give students hands-on-experience with tools and techniques for marketing product and technology innovations.

Prerequisites:

MKT-210. WRI-102 or WRI-H103. SBS 300(concurrently or previously)

Credits:

3.00

Description:

The world is constantly changing and businesses as well as individual employees must adapt. In order to effectively leverage future communication technologies and media, you must be a critical reader and have strong foundational writing and editing skills. In this course, current business news will be read for its content and to understand the interplay of language and purpose. You will learn to write effectively for business by focusing on your audience, purpose, tone, and the design of various business documents and by revising and refining your writing.

Prerequisites:

MKT-210; WRI-102 or WRI-H103; 3.2 GPA or higher. SBS-300(concurrently or previously)

Credits:

3.00

Description:

The world is constantly changing, and businesses as well as individual employees must adapt. In order to effectively leverage future communication technologies and media, you must be a critical reader and have strong foundational writing and editing skills. In this course, current business news will be read for its content and to understand the interplay of language and purpose. You will learn to write effectively for business by focusing on your audience, purpose, tone, and the design of various business documents and by revising and refining your writing.