Marketing, Advanced Certificate
Curriculum
Major Requirements
| Marketing Concentration Requirement | Credits: | |
| MRKT 620 | Strategic Marketing and Branding | 3 |
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Marketing is at the core of a business enterprise. Without customers, a business cannot exist. This course prepares students to approach, structure, and solve complex marketing problems on strategic and tactical levels. Analysis of the dynamic marketplace trends affecting everchanging customer preferences, evolving market structures, and competitive scenarios will reflect the complexity of the marketing task. The course provides students an understanding of strategies and tactics for capturing market opportunities via delivery of superior customer value and brand equity management. Analysis of the trends affecting the ever changing customers' wants and preferences, evolving market structures and competitive scenarios will reflect the present complexity of the marketing task, and the imperative of capturing market opportunities via delivery of superior customer value and the brand equity management. Classroom Hours- Laboratory and/or Studio Hours- Course Credits: 3-0-3 Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| Marketing Concentration Electives (choose five courses from the following) | Credits: | |
| MRKT 615 | Technical Sales and Marketing | 3 |
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In this course students will build on their knowledge of marketing and sales and in particular, technical sales, in order to master the skills needed to be an effective and persuasive technical salesperson. Students will be introduced to the selling process within the context of the broader marketing plan. Topics include technical selling, generating and qualifying sales leads, planning sales calls, demonstrations, negotiations, closing the sale, follow up, building partnerships, managing time and territory, and sales metrics. Classroom Hours- Laboratory and/or Studio Hours- Course Credits: 3-0-3 Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 710 | International Marketing | 3 |
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Prerequisite: Prerequisite: MRKT 620 This course presents a systematic treatment of marketing in a global setting. The impact of cultural, social, demographic, legal, political, competitive, technological, and economic trends on international markets' attractiveness will be analyzed. Students will learn to develop segmenting, targeting, and positioning and marketing mix strategies for foreign market entry, in a group project aimed at a selected product/market combination. . Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 715 | Marketing Communication and Promotion | 3 |
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Prerequisite: Prerequisite: MRKT 620 Presents an integrated framework for understanding the role and uses of promotion within the context of the marketing mix. The emphasis will be on the utilization of communication theories in the development of tactical and strategic promotional programs, with a particular focus on current technologies. Students will integrate branding and positioning strategies with the development and implementation of key components of promotional strategy. Current trends in media and the use of technology in content creation and consumption will be examined, with a strong emphasis on digital media. Students will gain experience in analyzing new marketing opportunities and developing appropriate plans using contemporary technologies to leverage the strengths of traditional and emerging platforms for promotion. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 745 | Digital Marketing Strategy, Tactics, and Tools | 3 |
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Prerequisite: Prerequisite: MRKT 620 The digitization of media and commerce has been transformational as it concerns best practice approaches to marketing. In this course, students will learn how marketing theory applies to the digital landscape. The course will explore how to create effective digital marketing strategies, as well as how to use the latest digital marketing tools to reach and engage target audiences. In addition to theory, students will also gain practical skills that will enable them to assist companies in developing and implementing their digital marketing strategies. By the end of the course, students will have a strong foundation in digital marketing principles and techniques, and be able to contribute to successful digital marketing campaigns. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 750 | Marketing Research for Consumer and Managerial Insights | 3 |
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This course provides students a foundational understanding of qualitative and quantitative marketing research methods. Emphases are on the validity and reliability of techniques associated with exploratory, descriptive, and causal research designs, as well as measurement, sampling, and fieldwork. Students gain hands-on experience by designing and conducting their own research projects, including exploratory research, survey design, data collection, analytics, presentation, and reporting. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 765 | New Product Marketing and Innovation | 3 |
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Prerequisite: Prerequisite: MRKT 620 Examines the concepts, methodologies, and techniques utilized in the search, development, testing and launch of impactful new products and services. The course includes the consideration of a firm's strategic requirements for new products, the nature of innovation and consumer response, concept development and testing, market testing, estimation of market potential, and marketing planning for adding new products to existing portfolios and start-up businesses. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| MRKT 775 | Consumer Behavior | 3 |
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Students will investigate the central role of consumer behavior theory to marketing practice in terms of the planning, development, and implementation of marketing strategies and programs. Consumer behavior theory will be explored using concepts from psychology, sociology, anthropology and economics in order to understand, predict, and influence consumer attitudes, preferences, and behavior. Students will have an opportunity to conduct a consumer research project, analyze results, and develop relevant marketing management recommendations. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3 |
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| Total: 15 Credits | ||
| BUSIE 700 Faculty-Led Study Abroad or another relevant course may be substituted for MRKT 710 by approval of the department chair. | ||
| Total Program Credits = 18 |