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[formerly MKTG-3100] This decision-oriented course introduces marketing; its place within societies; the marketing concept and an introduction to the marketing mix: product, price, distribution, and promotion. Students will study principles employed in discovering and translating consumer needs and wants into specifications of products and services. (OC)

This decision-oriented course introduces marketing; its place within societies; the marketing concept and an introduction to the marketing mix: product, price, distribution, and promotion. Students will study principles employed in discovering and translating consumer needs and wants into specifications of products and services. (OC)

This course provides students with a comprehensive overview of digital marketing strategies and practices. Students will learn how to use various digital channels and platforms to create engaging content, build brand awareness, generate leads, drive website traffic, and maximize customer engagement. Students will gain hands-on experience with popular digital marketing tools and techniques, learning how to apply digital marketing concepts to real-world scenarios, developing critical thinking and problem-solving skills essential for success in the dynamic digital marketing landscape.

This course focuses on the unique aspects of sport marketing. Emphasis will be placed on what it means to be a consumer in a sports marketing context and what, as a marketer, you need to know to evaluate, develop, and implement effective marketing strategies for sports fans.

This course explores the consumer market and the sociological and psychological variables and processes that shape the choices consumers make. External forces, such as subculture and group influence, as well as internal forces, such as perception, motivation, and attitudes, will be examined and applied to the creation of marketing strategy.

Students will learn how to apply communications and persuasion principles in the development of promotional campaigns, brand messaging, and public relations. Additionally, students will learn principles of media planning and monitoring a campaign's performance monitoring across a variety of promotional media.

This course focuses on the understanding of brand management and the concepts associated with building brand equity. Particular emphasis is placed on how brands are positioned and developing a brand identity. Students learn how companies can create a competitive advantage through their brand strategy and also apply brand management knowledge to an actual branding strategy project.

Services marketing, unlike product marketing, focuses on advertising intangibles that provide unique value to customers. Services marketing poses special challenges for managers due to the differences between goods and services. These challenges include customer satisfaction measurement and management; coordination of marketing and operations in the design and implementation of service delivery; the development of human and technical skills of employees that deliver services; and the utilization of emerging technology. This course will address the distinct needs, challenges, and unique approach to the marketing strategy of service companies.

The field of Marketing is constantly evolving and adapting to new technologies, strategies, and methods. This course will connect students to the most current innovations in marketing tools and practice through primary and secondary research, hands-on applications of technology, interviewing leaders in the Marketing industry, and exploring certifications in Marketing practice.

This course explores the intersection of social media and content marketing, examining their practical application within the dynamic landscape of digital marketing. Students will explore the creation of data-driven social media strategies, the development of audience-centric content, and the evaluation of campaign performance via key performance indicators. Students will gain a comprehensive understanding of platform selection, content creation techniques, community management, and social listening. This course equips future marketing professionals with the theoretical knowledge and practical skills necessary to leverage social media as a powerful tool for brand building, engagement, and conversion.

This course focuses on how sport organizations create, maintain, and build relationships with revenue sources. Major revenue sources are emphasized including ticketing, sponsorship, media rights, and ancillary revenue sources.

Under supervision of a defined business professional and the program director, students will demonstrate skills and competencies of their major area of study, identify and propose solutions for real business challenges, recognize strategic issues, observe leadership styles and skills, and prepare a written and an oral report.

This course is designed for students who need or desire to complete an internship experience and need credit hours to graduate. The Internship experience provides the opportunity to work, learn, and problem solve with a for-profit or non-profit business organization. The internship gives students a "hands-on" experience. In cooperation with a management-level supervisor, students create a "value added" project that integrates learning concepts and principles at the completion of the internship. One hundred hours of documented work time is required for each credit.

This course focuses on application of the basic marketing mix of product, price, place, and promotion to international trade. The course will emphasize understanding marketing research in an international context, understanding culture of foreign countries, and developing international marketing strategies. Use of case studies will be emphasized.

This course provides a study of the role of research and data analytics in marketing decision-making. Students will examine the techniques, processes, and concepts for providing relevant, methodical, cost-effective measurements appropriate to business problems. Common data science methods used in analyzing consumer and product data will be explored and applied to marketing cases.

This course is an integration of all marketing elements (marketing ethics and social responsibility, developing competitive advantage, customer segmentation and target marketing, pricing strategy, distribution and supply chain management, integrated marketing communication, marketing implementation and control, and developing long-term customer relationships) in a strategic planning framework, for the goal of strategic market management in competitive situations. The course emphasizes making marketing policy decisions to develop a marketing plan, grounded in consideration of areas of strategic importance to the organization.