Marketing
Degrees and Certificates
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B.P.S. Marketing Track -
B.S. in Marketing -
Marketing Combined B.S./M.B.A. Program -
Digital Marketing Certificate
See the program for School of Business for more information.
Classes
MKT 100: Fundamentals of Marketing
Credits 3The relevant areas of marketing are applied to sport. Special emphasis is placed upon the principles,
policies, and strategies utilized to market the unique product of sport. Course attention is paid to numerous
topics including public attitudes about sports; sports marketing research; identification, targeting, and
understanding of sports customers; and development, implementation, and control of sports marketing programs.
MKT 220: Marketing Communication Strategy
Credits 3Covers the theory and management of the different elements of the integrated marketing communication
mix of firms. Includes an introduction to the marketing communication process and an overview of customer
psychology including models of motivation, persuasion, learning, and behavior modification. Communication issues
relating to band building and corporate image is discussed. Each of the elements of the promotion mix advertising,
sales, promotion, public relations, personal selling, and direct marketing (including communications and
promotions on the web) are examined.
MKT 230: Sales Management
Credits 3This course examines the role of the sales manager in the planning, development, implementation, and
control of sales force activities. Selection, training, supervision, and motivation of sales force personnel is
examined as well as the interaction and coordination of the sales function with other organizational functions.
MKT 250: Sports Marketing
Credits 3The relevant areas of marketing are applied to sport. Special emphasis is placed upon the principles, policies, and strategies utilized to market the unique product of sport. Course attention is paid to numerous topics including public attitudes about sports; sports marketing research; identification, targeting, and understanding of sport customers; and development, implementation, and control of sports marketing programs.
MKT 276: Sports Marketing
A survey of the essential marketing theory, policies, and practices concerning the performance of
marketing functions and the institutions involved in the flow of goods and services from the producer to the
ultimate consumer. Emphasis is on the development of the marketing mix for consumer and industrial goods,
wholesale and retail marketing patterns, and marketing planning and strategy. Current practices in product
development, pricing, promotion, physical logistics and other marketing characteristics are explored.
MKT 300: Consumer Behavior
Credits 3A study of the actions and decision-making process of individuals and organizations involved in
discovering, evaluating, acquiring, consuming, and disposing of products and services. This course applies the
concepts, principles, and theories from the various social sciences to the study of how buyers think and act. In
illustrating the importance of understanding consumer behavior by business managers and public policy makers,
special emphasis is placed the factors that influence consumer buying patterns.
MKT 301: Social Media Marketing and Mobile Marketing
Credits 3Social media has disrupted traditional marketing communications channels. With control shifting from
brands to social consumers, companies are focused on how to operate in this new social world. This course will
explore the exciting and ever-changing world of social media marketing. Students will learn fundamental social
media concepts and how to apply new skills to business problems. The course will also highlight the importance of
mobile marketing. Students will learn how to analyze how various brands use social media. The final course project
will give students an opportunity to develop a social media marketing plan, including mobile marketing, and a
framework for monitoring and measuring the effectiveness of social media campaigns.
MKT 305: Digital Marketing
Credits 3This course takes the perspective that the digital revolution is changing the way consumers are reached
and impacted by communication channels. The consumption of traditional media continues to decline. New digital
video and streaming video platforms are growing. We are moving from a campaign-centric view to a more
consumer-centric view. The move toward an information-based economy is dramatically changing the way products are
marketed and sold. To succeed in this new environment, students need to understand what is changing, how to use
the new tools, and how to measure success in the digital world.
MKT 310: New Product Development
Credits 3The ability to develop new and innovative products is the lifeblood of any company. This course
examines the entire process of New Product Development including brainstorming, idea evaluation and screening,
business analysis, product testing and prototypes, test marketing, and commercialization. Additional focus is
placed upon the methods, tools, and techniques utilized to carry out the steps in the process.
MKT 320: Distribution Management
Credits 3Efficient management of the supply and distribution systems of a firm provides an important source of competitive advantage in today's global marketplace. This course will examine the topics of logistics management, inventory management, procurement, warehousing, physical distribution methods, and use of information systems.
MKT 330: Social Media Marketing
Credits 3Digital social media, such as Facebook, Twitter, Spotify, and YouTube, have become increasingly important elements of the marketing channel for engagement and information sharing, and promotions for marketers. The course is designed to help students understand and assess brands' successful or unsuccessful practices of social media marketing by focusing on applications of social media and digital marketing. Application of the concepts is emphasized in this course, as students will analyze and learn how to navigate social networks and social media platforms as marketers. Students in this course will develop relevant knowledge about social media platforms through practices, demonstrations, and analyses of social media business applications. An introduction to a social media certification program, such as Hootsuite, will be incorporated in the course with the ability to voluntarily take a Hootsuite certification test at the end of the course at the expense and desire of the student.
MKT 402: Content Marketing and Storytelling
Credits 3This course takes the perspective that traditional communications methods via TV, print, and radio,
etc., once the only way to reach an audience with a brand or product message, are changing dramatically. The sales
pitch has fallen on deaf ears. Today, people are consuming and sharing content that is valuable and useful.
Authentic content becomes an extremely valuable resource for consumers, which leads to brand trust. Consumers can
access the information they need from their smart phones. A content marketing strategy can actually make a
consumer stop and consider one brand versus another. Today, via an approach called “brand storytelling,” a company
can create emotional connections with consumers that are meaningful, memorable, and persuasive. This course will
help students to understand why brands are moving away from traditional marketing to content marketing to focus on
engaging the consumers’ hearts and minds. Content marketing is the new way to create meaningful and lasting
relationships with customers. To succeed in this new content marketing environment, students need to understand
what is changing, how to create a viable content marketing strategy, and how to measure success in the digital
world.
MKT 405: Capstone: Digital Marketing Integration and Personal Branding
Credits 3This course is the culmination of the Digital Marketing certificate program, melding learning from the
three previous courses into a capstone course focused on developing an integrated digital marketing communications
plan. Today’s evolving media landscape has resulted in a new omni-channel consumer who uses traditional, digital,
and social media channels. By understanding the target audience’s particular media consumption habits, marketers
can leverage the best of available channels to create and share engaging content. The course utilizes a ten-step
integrated digital marketing framework designed to deliver the right message to the right target at the right time
and place in the customer decision journey. Students will learn to develop a personal brand to help them “think
like a brand” and stand out in a competitive job market.
MKT 410: Marketing Research
Credits 3This course introduces marketing research as an important tool of management. The subject is defined
and a number of examples are given to illustrate major uses of marketing research (providing a basic understanding
of what this research can and cannot do). It also presents the most important market research techniques. A
discussion of cases encourages the student to think creatively about the application of research techniques to
marketing problems and opportunities.
MKT 410: Marketing Research
Credits 3This course covers the tools and techniques used to gather information in order to:
- Identify Market Opportunities, Monitor Marketing Performance, Evaluate Changes in the Market
Special attention is given to matching the characteristics of products and services with the needs of businesses and individual buyers. The marketing research function adds value to the marketing process as it provides direction to help in the formulation of marketing strategy. The tools and techniques of marketing research covered in this course help to answer the questions pertaining to the application of the marketing mix.
MKT 420: Product Management
Credits 3This course examines the role of the product manager and product management strategies in response to a
wide array of uncontrollable business environmental factors. Particular focus is placed upon the product manager’s
effective utilization of the four P’s of the marketing mix to achieve desired goals. This course will utilize case
analysis as a means of sharpening one’s skills in strategy formulation and implementation.
MKT 440: Marketing Strategy
Credits 3This course will introduce you to the principles of advanced marketing strategy and how firms such as Procter & Gamble, Coca-Cola, Apple, Cirque du Soleil, and Sephora practice them today. We will assume that one size does not fit all, and the value creation involves understanding and catering to different consumer segments. Blue Ocean Strategy will be the primary strategic lens that students will use. This course will utilize Harvard business school cases, as well as a marketing simulation that is widely used in corporate training programs, with a certificate of completion to be earned at the end of the course.