Marketing

The role of marketing in the business environment is examined with respect to its functions, applications, and policies.

This course focuses on public relations and issues impacting that vital business function including the effective practice of communication between organizations and their publics; the study of public opinion research, media relations, public communication campaigns, and consumer identity; and representational ethics. Students may write news releases, conduct surveys, and design integrated campaigns.

This course focuses on brands, brand equity, and strategic brand management. Students will explore a comprehensive theoretical foundation on branding as well as learn various techniques and practical insights that will help in making short and long-term brand decisions. Tactical guidelines for planning, building, measuring, and managing brand equity will be addressed.

Integrated Marketing Communication (IMC) is the planning, creation, integration, and implementation of all forms of marketing communication processes such as advertising, sales promotion, publicity, personal selling, and special event planning to build a strong brand relationship. IMC is concerned with all contact points a customer will have with a brand and delivers a consistent message across all.

This course focuses on e-marketing planning, marketing mix functions, legal and global environments, customer relationship management, and social media from a strategic prospective. It examines how successful companies have changed the way they market through a strong Internet presence.

Principles of Advertising will allow students to investigate beyond a rudimentary level the basics of advertising and its impact on their world today. Principles of Advertising will give students an in-depth look at current trends and practices, offer an historical perspective on advertising, and address global issues in advertising. Understanding advertising and its impact on the global business environment and to oneself is essential.

A study of the role of the consumer in the marketing process. The social, political, economic, and technological factors influencing individual and institutional buying behavior and the firm's influence over these factors are examined.

An analysis of sales force management including the functions of the sales manager, sales plan development, and the recruitment, selection, hiring and training of sales personnel.

This course is an overview of the interplay between research and business and how the scope of research varies with the type of business orientation that characterizes a company. The scientific method is applied to the solution of marketing problems. Fieldwork practice is offered in market research techniques including research design, data collection, statistical analysis, and interpretation of results.

This course will focus on the issues and challenges faced by the international marketer in a complicated global economic and business environment. This course addresses how the international marketer handles the challenges that are faced in a complex global business environment.

The student is placed in a private or public enterprise to gain work-related experience. The student will have a faculty sponsor as well as a supervisor at the enterprise to direct and supervise the student's activities. A student is expected to complete 125 hours or 250 hours for 3 semester hours or 6 semester hours of credit, respectively. A student may take up to 6 semester hours of an internship (in the same field or different field). Note: A student may not take more than 6 semester credit hours of internships.

In this course, students examine the character and importance of the marketing process, its essential functions, and the institutions exercising these functions. Students will be required to become familiar with relevant research in the field. Through various casework and problem- solving exercises, students will demonstrate an in-depth knowledge of the social, economic, and political implications of various marketing philosophies. Marketing is a vital aspect of all business environments.