Marketing

Students examine principles and methods involved in the movement of goods and services from producers to consumers; strategies the firm may use to take advantage of market opportunities; how the social, political, technological, and economic environments affect these market opportunities.

This course explores the nature and role of information in the decision-making process; identification and discussion of the elements and relationships that constitute the research process; planning and conducting a research project; the role and nature of a marketing information system. 

This course is intended to help students understand the motivation and behavior of buyers and consumers. Consumer behavior is discussed within a marketing framework and is related to the task of marketing management.

This course focuses upon one area of the marketing mix–advertising. Experiential learning is emphasized, and students are required to develop an advertising campaign for a client. Small groups form advertising agencies, with students assuming the roles of account executive, creative director, research director, media director, and promotion director. Each agency competes for the client’s account. 

This course is a multidisciplinary approach to the study of sales force management. The topic areas of major concern focus on the total sales process: selection, training, motivation, and compensation of personnel, sales forecasting, sales territory management, and analysis. The basic objectives are to provide students with a management perspective to plan, organize, and direct a sales force.

This course is designed around the analysis of international marketing competition in the foreign market context. The objectives of the course are to provide students with the necessary background to evaluate foreign environments, to evaluate the influence of international marketing competition on the domestic marketing mix, and to design multinational business strategies. 

This course introduces the basic elements of design related to promoting merchandising. Topics include exterior and interior display, their coordination with other related departments, the use of color, equipment and display materials, lighting and sources of supply. Store fixtures, design fundamentals, and display principles are studied for analysis of interior and exterior displays, and to give shape and substance to the planning, installation and evaluation of displays.

Supply chain management entails managing the flow of goods and information through a production or distribution network to ensure that the right goods are delivered to the right place in the right quantity at the right time. Supply chain management encompasses a wide range of activities – from strategic activities, such as capacity expansion or consolidation, make/buy decisions and initiation of supplier contracts, to tactical activities, such as production, procurement and logistics planning, to, finally, operational activities, such as operations scheduling and release decisions, batch sizing and issuing of purchase orders. 

This course introduces concepts used in digital marketing. Students examine several types of social media applications, techniques, and tools used to market various audiences. Additionally, students work on the creation and execution of digital content and social media campaigns. Students also earn a certificate in social media using HubSpot marketing tools.