Marketing

Marketing is everywhere. It drives the growth of an organization. In today's world, companies compete to find the best way to reach their customers through various outlets, from television to social media. This course explores a business's core marketing principles as it evolves and adapts to the competitive environment. Students will develop a marketing plan using the major components of the marketing mix–product, price, promotion, and place–and they will learn how effective marketing helps an organization navigate change, drive growth, and achieve sustainability.

Presents the processes for performing the analysis of customer behavior in order to develop effective marketing strategy. Examines the principles of individual, group and social dynamics influencing consumer behavior. Reviews the consumer decision-making process and marketing approaches that can be used to improve consumer sales performance and customer satisfaction. This course also introduces the impact and influence of social and digital media on consumption choices.

Examines the strategic management of retail operations using various forms of store-based, online and nonstore-based retailing. Reviews critical principles, such as strategic planning considerations, the structure of retail firms, consumer behavior, market research and location considerations. Examines the key functional areas of managing retail operations, including merchandising, finance, human resource management, operations management, logistics, retail image and atmosphere and the marketing functions of pricing and promotion.

This course explores the essential elements of marketing communication. Topics covered include media and messages, branding concepts, word-of-mouth, social media, digital marketing and the ever-changing communication market. Selecting appropriate communication channels to highlight products, brands and services to sustain a competitive advantage will be highlighted.

Examines the components and configuration of supply chains in support of marketing and retailing operations. Reviews the considerations for aligning the supply chain configuration to the overall marketing strategy. Analyzes considerations for material sourcing; inventory management; distribution channel configuration; forecasting; and supply network coordination, channel performance monitoring, technology applications and supply chain design options.

Provides an overview of the concepts and practices of global marketing and the modifications and adaptations required to meet the different opportunities and challenges involved. Explores related issues, such as the digital revolution, marketing communications, physical distribution, integrated strategy and brand and products decisions from a global perspective.

Examines how social media marketing is used to build relationships with customers, enhance company branding and increase sales. Topics include social networks, blogs, media sharing sites, podcasts, microblogging and other social media technologies. Explores how these technologies can be used to pursue various marketing objectives.

Focuses on using research data to make effective marketing decisions, with an emphasis on interpreting data collected from the firm’s digital marketing activities. Topics include common uses of marketing data, formulation of research projects, data collection techniques, analysis and interpretation of data and insightful data reporting.

Analyzes the critical factors in making pricing decisions and presents a process for cost and pricing analysis. Reviews the concept of value creation and examines a variety of pricing policies and techniques that can be incorporated into a marketing strategy to achieve stated objectives. Examines pricing strategy over the life cycle of products.

Prepares social media managers to launch and monitor social media marketing campaigns across the organization. Topics include aligning social media to business goals, strategy planning, campaign management and measuring return on investment of social media activities. Includes discussion of organic and paid tactics for communicating with a target audience.

This course focuses on the strategic elements of marketing, including responses to new challenges that organizations need to effectively compete in today's business environment. Tools will be presented for use with gathering and analyzing marketing data, strategic market segmentation, market-driven program development, targeting and positioning choices, strategic decision-making and implementation/control. Digital advances will also be explored along with their related impact on the marketing environment, competitiveness and customer information.

Students will develop and execute on a social media campaign. Using all their social media profiles, social media tools and networks, media content (blogs, white papers) and websites, students will be required to develop a social media campaign to market and grow their brand/profile. This course will use the Dragon Fly Effect method to track campaign performance.

Applies the major elements of the marketing process, including domestic and foreign market assessment, strategic planning and the development of an effective marketing mix (product, price, promotion and distribution) to create customer value. Analyzes key marketing concepts, such as consumer/business buying behavior, market research, brand management, product development, pricing strategies and the design of marketing channels (promotion and distribution). Examines the integration of marketing with other functions in a business organization.

Reviews the organization for international marketing, foreign demand analysis, product development and policies, trade channels, promotion policies, pricing and legal aspects. Emphasis is on development of effective international marketing strategy addressing the major global market areas (Europe, Africa, Asia and the Americas).

Analyzes the concepts and principles of consumer behavior in relation to marketing decision-making. Examines the psychological processes of consumer decision-making and how they impact purchasing decisions and customer satisfaction. Emphasis will be placed on consumer behavior and the different marketing approaches and their implications on marketing strategies.

This course explores how business managers create global marketing strategies within a competitive environment. Key concepts presented include understanding the global cultural environment and buying behavior, marketing research and global marketing strategies related to products, pricing and logistics.

This course explores the use of social media marketing as a key marketing strategy within an organization. The focus of the course will include creating media goals, strategies, target audiences and prime social media channels and then implementing a platform-specific tactical plan. Qualitative and quantitative measurements will be explored to measure the return on investment from social media marketing activities.