Marketing

Provides coverage of consumer behavior theories, frameworks, concepts, and tools to understand consumers and uncover insights relevant for business and policy. Students learn to generate original consumer insights to create real-world marketing recommendations. Topics drawn from psychology, social psychology, sociology, cultural anthropology, and behavioral economics. Offered spring semester only; should be taken in junior year. Prerequisite: MK 301 or MK 3301.

Explores the many opportunities for, and challenges of, engaging with customers through the ever-changing technological and economic environment. Emphasizes examining and using various digital methods, platforms, and tools in developing social media platforms and tools in developing and implementing strategic “inbound” marketing initiatives that are designed for engaging and collaborating with users. Should be taken in junior year. Prerequisite: MK 301 or MK 3301. Offered spring semester only; should be taken in junior year.

3 cr. Examines the implications of digital data for businesses and consumers. Focuses on analytics behind planning and evaluating digital marketing efforts. Topics include website analytics, organic search analytics, digital advertising analytics, social media analytics, translating analytical insights in actions, and marketing automation. Offered fall semester only; should be taken in senior year. 3 cr. Prerequisite: MK 301 or MK 3301.

Capstone marketing course in which students work with outside organizations to learn value co-creation strategies with stakeholders as a means for managing and growing an organization. A normative framework for justice in marketing provides a holistic perspective for developing leadership skills as marketers. Offered spring semester only; should be taken in senior year. Prerequisites or corequisites: MK 302 or MK 3302 and MK 309 or MK 3309 and MK 402 or MK 4402.

Presents an integrated brand promotion (IBP) approach to advertising. IBP involves coordinating all promotional activities, including direct marketing, advertising, sales promotion, personal selling, public relations, publicity, and branded entertainment to create widespread brand exposure. Message development, placement, and timing are examined within the context of the role each type of promotion plays in marketing strategy development. Prerequisite: MK 301 or MK 3301. Offered: Fall semester only.

Provides a fundamental understanding of international marketing. Analyzes the scope, opportunities, and challenges associated with marketing across international borders, with a particular emphasis on non-western countries. Prerequisite: MK 301 or MK 3301.

Frames the Boler Belize Project, which focuses on developing social innovation and entrepreneurial skills. Students learn about international entrepreneurship in poverty conditions, how to apply a microenterprise business model framework in international settings, and how to analyze the economic, social and cultural milieu of an impoverished country. Includes an optional trip to Belize during spring break. Offered: Spring semester only.

A project-oriented course that focuses on applied knowledge in the production of meaning using visual communications to solve marketing problems. Students learn to develop, refine, and execute visual communication strategies, including creative concept generation, integrated multimedia, typography, informational graphics, copywriting, layout design and brand semiotics. Prerequisite: MK 301 or MK 3301.

An in-depth focus on advanced business intelligence (BI) and “power query” tools as they are used in the process of translating data into information and insights. Hands-on classroom work and assignments using BI software provide a learning tool to better understand data access, retrieval, preparation, summarization, and reporting. Data sets enhance a business (and often marketing) context to the concepts and analyses. Prerequisite: BI 200 or BI 2200, EC 210 or EC 2210 (or other comparable statistics class). Restricted to Marketing majors only.

Study of contemporary issues in marketing not covered in depth in other department courses. Specific topic, method of presentation, and requirements designated by the seminar leader. Prerequisite: MK 301 or MK 3301 or as announced.

Research project supervised by a member of the department willing to act as advisor. The student selects an aspect of marketing, establishes goals, and develops a plan of study. The plan must be approved by the chair and filed with the dean’s office. Consult the chair for department guidelines established for such study.Prerequisite: Marketing major, overall GPA of 3.0 or higher, and permission of Department Chair and faculty member.

Introduction to managing people and teams in organizations. Basic concepts in the behavioral sciences, behavioral principles of management, and applying this information to organizational life. Topics may include contributions of important theories, management functions, motivation, leadership, attitudes, group dynamics, global management behavior, and organizational change. Prerequisite: MHR 301 or MHR 3301 (may also be taken concurrently) or MHR 352 or MHR 3352.

Analysis of business supply chain functions such as transportation, warehousing, inventory management, ordering, and customer satisfaction, with emphasis on interactions between these functions. Focus on problem solving with analytic tools. Prerequisite or corequisite: SCM 301 or SCM 3301 or permission of instructor.

Study special issues and advanced management and organizational leadership topics. Topics include employee well-being, diversity, equity, and inclusion initiatives, people analytics, employment law, organizational development, leadership, ethics, sustainability, and other trends in management and organizational leadership. Students research a topic of choice. Prerequisites or corequisites: MHR 376 or MOL 3376, MHR 453 or MOL 4453, MHR 470 or MOL 4470, Senior standing, or permission of Department Chair.

The design and implementation of supply chains to maximize their effectiveness and efficiency. Focus on the analysis and design activities of the supply chain development process and introduction to system implementation and maintenance issues. Prerequisites: BI 200 or BI 2200 and SCM 328 or SCM 3328 and one of (SCM 330 or SCM 3330, SCM 350 or SCM 3350, or SCM 361 or SCM 3361.

The capstone course of the IBLC major. Students are confronted with a series of problems that they solve initially for a company in the U.S., and then for a company abroad. Emphasis is on how the solutions need to change as a function of culture. Should be taken in the spring semester of senior year. Prerequisite: IB 3301 or IB 301.