Introduction to Marketing Essentials (3)
This course is designed for students interested in exploring how marketing is developed, produced, promoted, and distributed. Topics covered include basic marketing; economic, legal, and ethical issues concerning marketers; selling; advertising; and promotion.
Prerequisite: Open to restricted population.
Principles of Marketing (3)
An introduction to the activities involving the exchange of goods, services, and ideas for the satisfaction of human wants. Marketing examined as it relates to the other functions of the organization, to consumers, and to society.
The Business of Sports (3)
Covers both professional and college sports as a business. We will analyze and discuss issues that make the business of sports different from other industries as well as the similarities. Issues will include league structure, team operations, revenue sources, media influence, stadium operations, stadium development, finances and costs, labor relations, college business issues, college issues, social issues, and valuation and profit.
Advertising and Promotion Management (3)
Reviews theoretical basis of persuasion. Within the context of integrated marketing communications, emphasis on issues associated with planning and executing effective integrated advertising, sales promotion, publicity, and personal selling programs. Addresses marketing communication tools including online communication, ecommerce communication opportunities, and traditional marketing communications media.
Personal Selling (3)
Detailed coverage of principles and techniques of personal selling and sales management. Emphasis is on selling as a form of two-way communication to first understand the customer's needs and then make clear to the customer how the salesperson's proposed solution would best satisfy those needs.
Digital Marketing Fundamentals (3)
This course introduces students to the foundations of digital marketing practice and explores how to harness the power of digital within a business environment. Students will develop the skills and competency needed to create and organize digital assets into a sound digital marketing strategy, including: search engine optimization, web design, paid search, paid advertising, email marketing, mobile, and social media.
Principles of Digital Marketing Analytics (3)
This course focuses on learning and applying analytical skills to support digital marketing strategies. Students will learn quantitative and qualitative tools to maximize the value of digital data (data visualization, regression modeling, attribution methods, textual analysis, etc.). The applications will emphasize the use of data to learn about consumers and optimize marketing effectiveness. Finally, the course addresses how to select analytics solutions that support an organization's overall marketing strategy.
Social Media Marketing (3)
In this course, students will learn how to plan and implement effective social media marketing campaigns. Using a mix of theoretical and practical exercises, students will learn to use social media as a versatile marketing tool. Objectives include learning principles that provide a deeper understanding of social media and tactics to engage customers through paid, owned, and earned social media. The course introduces social media metrics and discusses how to evaluate the effectiveness of social media activity. Students will also gain hands-on experience executing a social media campaign.
Digital Content Creation (3)
Students will learn how to create, plan, and implement a content marketing strategy. Students will gain practical experience in engaging audiences, writing compelling copy, creating branded videos, and building a company's professional brand and authority, measuring the efficacy of owned content, and leveraging outreach techniques and content networks to effectively distribute content.
Pricing Strategies (3)
Costs, competition, and the customer's needs in price-setting considerations. Integration of these and other factors for developing profit-maximizing pricing strategies. Particular attention given to the determinants, measurements, and prediction of customer price sensitivity.
Prerequisites: 50:960:183 or 50:960:283; 52:630:201.
A comprehensive view of retailing and an application of marketing concepts in a practical retail managerial environment. Analysis of current multichannel retail strategies among brick-and-mortar and web-based firms. Topics include the development of a retail format and its strategy; the analysis of a target market; demographic analysis using census data; site selection; retail personnel issues; and retail and category management. Buying, financial analysis, and pricing will also be investigated. Cases will examine current-day changes among prominent retailers, and website content will be analyzed from the perspective of the retailer-customer interface.
Product Development and Planning (3)
In this course students collaborate on ideas in a team environment to gain an understanding of product development focusing on creative processes including basic design techniques, technical considerations, colors, materials, and production methods. Business solutions incorporate analyzing society, target markets, current trends, sourcing, costs, and marketing efforts. Final line ideas are presented.
International Marketing (3)
Businesspersons have the responsibility to understand the complexities of global markets, but
many have only studied their own home country's business practices. The aim of this course is to examine the how companies enter international markets and their choices in standardizing or adapting the marketing mix. You'll learn to
experience an unfamiliar market setting, build skills in using online international databases, and present a group project on a topic of global
interest. Completion of Principles of Marketing is required.
Prerequisites: 52:630:201. Must be enrolled in School of Business-Camden (52).
Consumer Analysis (3)
Study of the consumer decision-making process and the impact of relevant psychological, sociological, and cultural variables. Attention to recent research regarding psychological and contextual determinants of buying and consumer behaviors. Implications for positioning and communication strategy as well as public policy and consumer protection.
Prerequisites: 52:630:201. Multicultural course. Must be enrolled in School of Business-Camden (52).
Brand Management (3)
Analyzing all aspects of a brand including strategic plans to create, build, and leverage a brand's equity or value over time. Course topics will include brand values, positioning, awareness, image, and loyalty. The course will cover frameworks for developing and launching brand extensions and co-brands, global branding, sustainability, and methods to assess brand performance and profitability.
Prerequisites: 52:630:201. Must be enrolled in School of Business-Camden (52).
Marketing Research (3)
Study of how organizations collect and use information about
consumers, competitors, and the environment. Topics include information
system needs for marketing decision-making; exploratory, descriptive,
and experimental research designs; data collection methods; and analysis
techniques for describing research results. Special emphasis given to
the effects of new technology on understanding consumer behavior. A
major research project is required.
Prerequisites: 52:630:201 and 50:960:183; or 50:960:283. Must be enrolled in School of Business-Camden (52).
Database Marketing (3)
Emphasizes analytical approaches to customer relationship management including customer acquisition, customer development, and customer retention. Review of statistical concepts with extensive use of the software package SPSS. Students acquire the skills necessary to construct various types of predictive models using customer databases. Includes a comparison of traditional RFM (regency/frequency/monetary) versus other more advanced approaches, such as decision trees and logistic regression, in maximizing the profitability of marketing campaigns.
Prerequisites: 50:960:183 or 283, 50:960:284, and 52:630:201. Must be enrolled in School of Business-Camden (52).
Strategic Marketing Planning (3)
A top management perspective on the overall marketing task, including planning, organizing, controlling, and integrating all the activities of the marketing department. Integration of marketing with other operations of the business unit. Major strategic problems and current trends identified and analyzed.
Prerequisites: (50:960:284 and 52:630:201 and 50:960:183 and 50:960:183) or (50:960:284 and 52:630:201 and 50:960:283 and 50:960:283). Must be enrolled in School of Business-Camden (52).
International Study Marketing-South Africa (3)
The School of Business-Camden offers a 3-credit course on doing business in South Africa. The course highlight is a 12-day study trip over spring break to South Africa, where students visit businesses and government/community enterprises to learn about management and marketing opportunities, challenges, and practices in this region. Course meetings will be scheduled prior to the trip, accompanied by class meetings and student presentations following the trip.
Prerequisites: Special permission number from instructor required.
Learning Abroad Program (3)
The School of Business-Camden offers
a 3-credit course on doing business in a foreign country. The course highlight
is a 10 to 12-day study abroad trip where students visit businesses and government/community
enterprises to learn about management and marketing opportunities, challenges,
and practices in the applicable country. Course meetings will be
scheduled prior to the trip, accompanied by class meetings and student
presentations following the trip.
Prerequisite: By permission of instructor.
Independent Study in Marketing (BA)
Individual study under the supervision of the marketing faculty,
usually on a specified project or paper, to deepen and broaden the
student's professional horizon and enrich the educational experience.
Prerequisites: Permission of instructor. Must be enrolled in School of Business-Camden (52).
Special Topics in Marketing (3,3)
Designed to integrate course materials, introduce newer philosophies
and techniques in marketing, and apply them to selected problems.
Extensive readings and research reports required. Topics vary from semester to semester, including topics such as services marketing or nonprofit marketing.
Prerequisites: As determined by instructor.
Honors Thesis in Marketing (3)
Individual research project.
Prerequisites: Permission of instructor.
Marketing Internship (3)
School of Business-Camden internship program offers qualified students an
opportunity to gain professional employment experience that complements their
academic background in business. The internship program is designed to
supplement the academic program by giving students a real-world employment experience
prior to graduation.
Prerequisite: Permission of internship director/instructor.