Marketing
The Marketing curriculum and course content incorporate the latest marketing techniques and technologies to reflect the rapidly changing marketing industry. Current course topics include content creation using AI technologies, marketing analytics for consumer insights, web development to enhance customer experience and other practical marketing subjects. Multiple courses focus on quantitative skills to prepare students for the increasing importance of data-driven marketing practices.
Experiential learning includes consulting projects with real businesses, participation in national student marketing competitions, student marketing clubs, study abroad programs, and internships.
Marketing majors are encouraged to pursue multidisciplinary training to elevate their career readiness. Popular minors for marketing students include Communication Studies, Graphic Design, Photography and Video Art, and Psychology.
Sample Courses
This course explores recent developments in digital marketing, highlighting opportunities and challenges in consumer interaction. With advances in communication technology, e-business has expanded to a dynamic, interactive, multi-platform environment. The course focuses on building a strategic framework for using digital media in consumer product marketing. Topics include consumer digital devices, social networking, email marketing, data privacy, effective graphic design, digital media production techniques, website usability, and performance metrics through Google Analytics.
This course will introduce students to theoretical frameworks regarding why and what we buy. Students will develop an understanding of the quantitative and qualitative research tools marketers use to develop consumer insights and make critical marketing decisions. Topics include the development of managerial strategies and the creation of marketing objectives, as well as the creation of consumer communications and the ongoing measurement of campaign success and brand health. Students will have the opportunity to practice various research techniques firsthand, and will work towards applying research findings to develop marketing recommendations.
This course covers all of the aspects involved in designing the most effective and efficient marketing communication program possible to build and maintain customer relationships. Topics include consumer behavior, positioning, offer creation, creative processes including message development, layout and design and creative testing, media planning and media selection, promotional budgeting and return on investment. The emphasis of this course is placed on direct response communication and the design and production of interactive marketing creative materials.
This course is a comprehensive examination of all aspects of the management of marketing. Mainstream marketing management concepts are taught on the premise that marketing is a universal management function with strong strategic elements that are operationalized in different ways in different parts of the world. Supported by a strong conceptual foundation, students’ learning will be directed toward practical applications in interactive marketing. The course uses the case study method to apply concepts to business world settings. Cases will emphasize issues in interactive marketing.