MKTG-Marketing

Analysis of consumer behavior and configuration of target markets. Emphasis on management of organization activities designed to satisfy target market planning, pricing, promotion and distribution of the product or service.

The focus of this course is on formulating marketing strategy from a managerial perspective. This perspective looks at segmentation, targeting, positioning, and marketing mix factors that contribute to the company's competitive advantage in the marketplace. The application of these factors is used in market opportunity assessment along with marketing planning, implementation, evaluation, and control.

The professional selling course covers the fundamentals of a successful sales approach. Sales principles and skills that are required by today's professional salespeople will be presented and analyzed, with a heavier focus on the business-to-business selling environment. Students learn about the sales process, the buying process, relationship selling, prospecting, sales call planning, communication, negotiating, and closing sales, as well as how to motivate, compensate, and train salespeople. 

Emphasizes various elements of marketing communications and their integration into the marketing function. Elements include public relations, advertising, sales promotion and support materials.

The international marketing course will introduce how students may strategically plan and organize for international marketing. In this course, students will learn about personnel management, pricing, distribution systems, export trade mechanics and logistics, financial requirements for international marketing, global supply chain and logistics, and coordinating and controlling global operations. It also discusses the effect of trade agreements on international business. 

Introduction to marketing research. Covers gathering information needed to solve marketing problems, problem identification, data analysis and interpretation and reporting research results.

Students learn about the components of integrated marketing communications plans such as public relations, advertising and promotion, selling and direct marketing, customer relationship management, and electronic and digital media.

Consumer buying behavior describes the consumer's attitudes, preferences, intentions and decisions in the marketplace when purchasing a product or service. Students are introduced to the concepts of consumer behavior, processes and models that help to explain the differences in consumption and choice. Course also draws on concepts from marketing, economics, and behavioral sciences.

Students learn how to use analytical tools and to compare and contrast the different modes of transportation and how they may be used in getting products to market in a cost effective and timely manner.

The digital marketing course provides a broad overview of various digital marketing strategies and techniques needed for today's successful marketing campaigns. Students will gain a fundamental understanding of digital marketing core principles needed for today's technologically savvy consumer. Topics will include web-page design, search engine optimization, pay per click, e-mail marketing, social media marketing, mobile (and/or app) marketing. An examination of the process of planning, creating, and measuring the effectiveness of online, social media, and mobile marketing strategies are covered. 

Capstone course that guides students in the integration of functional content areas in the field of marketing.  Addresses marketing issues and applies marketing theories and techniques to problems and cases through a process of strategic decision-making.  Prerequisite:  All core marketing coursework.