Courses

To familiarize students with the decisions involved in running a retail firm and the concepts and principles for making those decisions. Topics of discussion will include retail business planning, site selection, retail promotion strategies, HR management, customer relationship management, supply chain management, customer buying behavior, merchandising, space planning and layout, and store management. While the course focuses on the retail industry including retailers of consumer services, the content of the course is also useful for students interested in working for companies that interface with retailers such as manufacturers of consumer products or for students with a general business interest. Prerequisite: MKT 333. (3 units; Fall, even years, & Online)

The emphasis of the course is on improving the skills of conducting marketing research. This course is designed to teach students the fundamentals of the research process including: recognizing the need for marketing research, planning for marketing research, obtaining and collecting the data, analyzing the data, and presenting the research results. This course concerns the use of marketing research as an aid to making marketing decisions. Accordingly, this course is appropriate for both prospective users of research results and prospective marketing researchers. Primary and secondary research will be performed, qualitative and quantitative methods will be utilized as well. Prerequisites: BUS 315 and MKT 333. (3 units; Spring & Online)

This course examines the best practices companies use to perform integrated marketing communications (IMC). IMC includes advertising, sales promotion, direct marketing, personal selling, public relations, customer segmentation and selection, branding, and building customer relationships. Integration of these functions is essential to the success of the marketing strategy of the organization. Prerequisite: MKT 333. (3 units; Fall & Online)

This course teaches the core principles of digital marketing and the digital marketing process. Students will learn to utilize digital strategies, social tools and tactics to gain insights into the audience, competitors and industry on a variety of social media platforms. Industry examples will be analyzed and utilized in class. At the end of the course, students will have gained practical experience in creating, launching, and maintaining digital marketing campaigns. Class project and assignments will build students' applied portfolios. Prerequisite: MKT 333. (3 units; Fall)

An introduction to the profession of personal selling and sales management. The choice of sales and sales management as a career will be discussed. Topics of interest include: Strategically planning each sales call within a larger account strategy, making the sales call, strengthening communications, responding helpfully to objections, obtaining commitment, and building partnerships. Sales force planning, organizing, management, territory development, selection, compensation, sales force effectiveness, and performance will also be analyzed and discussed. Prerequisite: MKT 333. (3 units; Spring, odd years)

A focus on the individual buyer's role in the marketing system; retail operation and how the needs and wants of the buyers are met in a market-oriented system; importance of product image, brand package influence, and store image in influencing consumer purchases. Prerequisite: MKT 333. (3 units; Fall & Online)

This capstone course will utilize student knowledge and skills learned in the marketing program. Students will demonstrate the skills they learned in the program to develop and implement a comprehensive marketing strategy, marketing plan with a comprehensive social medial plan, develop all marketing elements needed, and build an implementation plan. These plans will be presented to university and business professionals. Prerequisite: MKT333 and Senior Status. (3 units; Spring & Online)

This course teaches strategies for visual analyses of business data to inform business strategies across a variety of industries. Students will learn how to create and interpret charts, graphs, infographics, interactive dashboards and communicate the visual insights to customers and employers. A variety of visualization tools will be used for practice and preparation for industry certifications, e.g. SAS, Tableau, GIS. Prerequisite: BEH 290, BUS 315, CJS 481, EGR 305, or STA 144. (3 units; Fall, odd years)

This course will enable students to learn and use various analytics tools to best leverage digital marketing and social media data. This course will introduce and utilize analytics tools for better consumer engagement, modeling, network analysis, sentiment analysis and identification of key influencers in the social media sphere. This is a practical course with hands on exercises that prepare for professional analytics certifications. Pre- or Co- Requisite: BUS 380 and MKT 333. (3 units; Fall)

Students will learn how to use social media and content marketing to communicate an organization's message and engage with customers. Additionally, students will learn how to manage an organization's social media presence. Prerequisite: MKT 333. (3 units; Spring, odd years)

This course teaches the core components of an effective digital marketing strategy. Students will learn how to use the Buyer's Journey model to influence purchase decisions over digital platforms using digital content and tools. This course also explains how to choose the right content for your customers - and how to develop a creative strategy to deliver on key business goals. The class project is applied and adds to students' portfolios. Prerequisite: MKT 333 and 360. (3 units; Fall)

The course incorporates "real world" negotiation cases, practical bargaining tactics, as well as personal and interpersonal negotiation skills development. Students will complete several negotiation self-awareness instruments and develop a negotiation skills strategy. This course emphasizes the stages of negotiation, bargaining, power structure, and cultural differences at the individual, team, and organizational levels. The course emphasizes the various functions of negotiation theory, conflict resolution, and best practices across multiple industries, such as business, law, education, engineering, psychology, entertainment, and public administration. (3 units; Fall)

This course examines organizational culture and leadership. Students will define and describe the structure of culture, examine what leaders need to know about macro cultures, analyze culture and leadership through stages of growth, and assess culture and leading planned change. (3 units; Spring, odd years, & Online)

This course focuses on the theoretical and practical aspects of the cultural environment of global markets, assessing global market opportunities and developing and implementing international marketing strategies. Prerequisite: MKT 333. (3 units; Fall)

Under faculty supervision, the student will work with an outside organization in the field of marketing. Prerequisites: MKT 333 and permission of the Dean of the School of Business. (1-3 units; Fall/Spring/Summer)

A study of the sociological and psychological impact of physical activity on humans. The psychological factors of self-perception, motivation, cooperation, and competition will be examined and used as descriptors to illustrate the idea of sport as an institution of society. (3 units; Fall, Spring, & Online)

Students will learn how to use social media and content marketing to communicate an organization's message and engage with customers. Additionally, students will learn how to manage an organization's social media presence. Prerequisite: MKT 333. (3 units; Spring, odd years)

Under faculty supervision, the student will work with an outside organization in the field of marketing. Prerequisites: MKT 333 and permission of the Dean of the School of Business. (1-3 units; Fall/Spring/Summer)

Principles, history and professional practice of public relations and the writing and production of materials for special events, newsletters, and brochures. (3 units; Fall, Spring, & Online)