Marketing Emphasis

This course emphasizes marketing research as a decision-making tool for marketing managers. A variety of methodologies is explored. Course project provides students with hands-on experience in planning an investigation, data collection design, sampling, experimentation, interpretation of results and report preparation.

This course emphasizes the coordinated usage of the promotions mix elements in order to synergize marketing efforts. Topics include advertising, direct marketing, internet and interactive marketing, sales promotions, public relations and personal selling. The impact of buyer behavior on promotional strategy is examined and several communication models are analyzed.

This course provides detailed consideration of the process of formulating and implementing marketing policies. Major emphasis on market analysis, product/brand management, promotion, distribution and pricing. Case analyses used to develop analytical abilities and to integrate all major areas of marketing.

This course focuses on the development of effective personal selling skills. The relationship between personal selling and the other elements of marketing strategy are analyzed. Concepts from the behavioral sciences are explored to show their application in sales situations including the psychology of selling and the importance of relationship building. Attention is focused on the development and demonstration of effective sales presentation techniques for retail, business-to-business, services and nonprofit selling. Each step in the selling process (the pre-approach, the approach and presentation, an analysis of possible objections, the closing and follow-up) will be extensively analyzed, discussed and applied.

Brand management focuses on understanding the concepts associated with building customer-based brand equity and managing brand identity and positioning. This course will analyze all aspects of a brands and brand management. The course concepts apply to both for-profit and non-profit organizations. While brand managers are responsible for sales and profitability for their brands, they are also entrusted with building brand equity and value over time. Students will learn how organizations create a competitive advantage by incorporating consumer insight into an effective branding strategy.

This course builds and expands on the introductory marketing course by showing adaptations and applications of marketing ideas to the service setting. The service component of business requires a distinctive approach to marketing strategy both in development and execution. In addition, quality service cannot be delivered without understanding and developing the organizational and human resources of the firm. Designed for those students who are interested in working in either traditional service industries or in the service areas of manufacturing industries.

This course prepares students to manage a successful retailing operation. Topics include retail strategy, marketing, finance, store operations, human resource management, buying and supply chain issues.

This course focuses on the two primary components of sports marketing: (1) the marketing of sport and (2) the use of sport as a marketing tool for other products and services (i.e. sponsorship). The marketing of sport component gives attention to the various techniques and strategies used to market sport products, services, events and experiences. The first part of the class will work toward the preparation of a sport marketing strategy. The marketing through sport section will examine the core concepts, objectives and components of partnership marketing (and sports sponsorship as a central part of this) and will ultimately work toward to presentation of a sport sponsorship proposal.

This course provides a comprehensive review of one or more marketing issues. The topics vary between semesters. Course uses a seminar format allowing in-depth discussion and exploration of topics.

This course examines the major differences between business-to-business marketing and consumer marketing. Implications of these differences to the practice of marketing management are discussed. Special emphasis on the importance of customer relationships, personal selling and sales management.

This course provides a foundation and introduction into the strategy and tactics required for marketing in digital environments. The course focuses on key aspects of digital marketing currently used by professionals with particular attention given to the newest tools and techniques. Students apply concepts on a final project for real-world application in one of the most quickly changing business landscapes.

This course provides an overview of marketing issues related to international markets. Major topics covered are description of major world markets, market analysis including cultural and political assessment, target market selection, market entry modes, marketing strategy, program management and implementation issues.