MKT - Marketing

This course examines the history of advertising from the American Industrial Revolution to the modern day. MKT 205 surveys the creational aspects of advertising since the late 1800s with a focus on consumer culture, product demands, and technology in an ever-changing landscape. Students will study the different channels and platforms used by advertisers and how their marketing approaches shifted according to the economic, political, social, and technological changes that have transpired over the past 150 years. Pre-requisite(s): ENG 101, ENG 201 with a grade of "C" or better or equivalent as determined by advisor or permission of Program Chair or designate. Co-requisite(s): None. 5 quarter hours

This course introduces the essential theories and practices of marketing. Students learn about and apply foundational concepts and skills related to market analysis and strategy, situation analysis, and execution of the marketing mix. Coverage includes the creation, communication, and delivery of value to targeted audiences, selected through the process of segmentation. Pre-requisite(s): ENG 101, ENG 201 with a grade of "C" or better or equivalent as determined by advisor or permission of Program Chair or designate. Co-requisite(s): None. 5 quarter hours

This course covers the strategic use of content to attract new customers and retain current customers. It trains students in content management and design applications and platforms to successfully create effective branding. Students explore different approaches to a variety of branding elements, such as visual identity and creative strategies. Students also learn about the collaboration process between marketers and graphic designers to bring marketers’ ideas to life in print and digital material.

Marketing for Nonprofits provides students with an overview of the variations of methods and intentions between marketing for nonprofits as opposed to marketing for for-profits (e.g., to foster a cause vs. to make a sale). This course also provides an overview of common nonprofit efforts that require focused marketing (e.g., membership, donation, and conference promotions). Additionally, this course supplies students with practical information such as marketing techniques and nonprofit marketing campaign design. Pre-requisite(s): MKT 300 or permission of chair or designate. Co-requisite(s): None. 5 quarter hours

Event Marketing provides students with an overview of the variations between marketing for events as opposed to marketing for products or services (e.g., to promote event registration vs. to sell a tangible product). In this course, students will create an event of their choice, and design digital marketing pieces targeted to attendees, sponsors, and exhibitors reflective of their event industry. Students’ work will culminate into an event website that showcases their marketing pieces. Pre-requisite(s): MKT 205 or by permission of chair or designate. Co-requisite(s): None. 5 quarter hours

In this course, students select their preferred niche pathway: sports, entertainment, or hospitality and design a promotional campaign. This course helps students hone into a specialty industry, strategize effective marketing techniques, and develop promotions that are shaped by that industry’s operations, audience, and outreach. Students work in synch with each as they explore their selected industry and design their specialized marketing campaigns. Pre-requisite(s): ENG 101, ENG 201, MKT 205, MKT 300 with a grade of a "C" or better or equivalent as determined by advisor or permission of Program Chair or designate. Co-requisite(s): None. 5 quarter hours

Small Business Marketing prepares aspiring marketers and entrepreneurs to formulate marketing strategies that position small businesses and start-ups for success. In this class, students will apply niche marketing tactics and analyze small business budgeting for effective outreach and promotion. Students will distinguish between product marketing and content marketing as well as evaluate the stages and lifecycles of small business marketing projects.

This course covers the strategic use of content to attract new customers and retain current customers. It trains students in content management, design applications, and platforms to successfully create effective branding. Students explore and produce branding elements, including visual identity and creative strategies, using contemporary, user-friendly design tools. Emphasis is placed on the evolving role of marketers as both strategists and creators, with students developing hands-on design skills for print and digital media. (For students in the Marketing Accelerated Pathway or Marketing Advanced Standing Concentration only).

Digital marketing is increasingly the core of how organizations build brands, connect with customers, and sell products. Understanding how to craft and manage an online presence is a fundamental skill for contemporary marketers. In this course, students learn how to think digitally from a strategic and tactical standpoint, while obtaining practical implementation skills. They learn the fundamentals of the most important digital channels, including content marketing and advertising concepts, which fuel the most successful digital campaigns. Additionally, students learn to use data to successfully target their audiences and track and measure success. Pre-requisite(s): MKT 300, or by permission of department chair or designate. Co-requisite(s): None. 5 quarter hours

Digital marketing is increasingly the core of how organizations build brands, connect with customers, and sell products, with digital advertising playing a central role in driving visibility and engagement. Understanding how to craft and manage an online presence is a fundamental skill for contemporary marketers. In this course, students learn how to think digitally from a strategic and tactical standpoint, while obtaining practical implementation skills. They learn the fundamentals of the most important digital channels, including content marketing and advertising concepts that fuel successful digital campaigns. Students also explore the role of AI and search engine optimization (SEO) in enhancing visibility, targeting, personalization, and campaign performance. Additionally, students learn to use data to successfully target their audiences and track and measure success. (For students in the Marketing Accelerated Pathway or Marketing Advanced Standing Concentration only).

Innovation and design in products and services is increasingly important. Students explore how, by utilizing market research data, they can create competitive advantage and understand consumers’ needs. Students learn the basics of market research, aesthetics, design principles, and the design development process. This course also addresses methods and approaches to think more creatively, to break paradigms, to better visualize options, and to find and develop innovative business models. Pre-requisite(s): MKT 300. Co-requisite(s): None. 5 quarter hours

Innovation and design in products and services are increasingly important in competitive markets. Students explore how, by utilizing market research data, they can create a competitive advantage and more deeply understand consumers’ needs, preferences, and behaviors. Students learn the fundamentals of market research, aesthetics, design principles, and the design development process. This course also addresses methods and approaches to think more creatively, break paradigms, better visualize possibilities, and develop innovative and sustainable business models. (For students in the Marketing Accelerated Pathway or Marketing Advanced Standing Concentration only).

This course provides an analysis of consumer shopping behavior, spending habits, and purchasing preferences, and explores marketing strategy approaches to meet the ways in which consumers perceive, select, and spend. Students will examine behaviors associated with consumer actions as they develop marketing strategies. In this course, students will exercise their analytical skills by examining and processing quantitative and qualitative data to map trends and identify effective outreach to target audiences. Pre-requisite(s): ENG 101, ENG 201, MKT 205, MKT 300 with a grade of a "C" or better or equivalent as determined by advisor or permission of Program Chair or designate. Co-requisite(s): None. 5 quarter hours

This course provides an analysis of consumer shopping behavior, spending habits, and purchasing preferences, and explores marketing strategy approaches that align with how consumers perceive, evaluate, select, and spend. Students examine behaviors associated with consumer actions as they develop data-informed marketing strategies. In this course, students strengthen their analytical skills by examining and processing quantitative and qualitative data to map trends, uncover insights, and identify effective outreach to target audiences. (For students in the Marketing Accelerated Pathway or Marketing Advanced Standing Concentration only).

This course provides experienced and aspiring managers with a thorough grounding in the principles of marketing as well as concepts of strategic marketing decision making. Coverage includes creation, communication, and delivery of value to targeted audiences, selected though the process of segmentation, targeting, and customer analysis, and concludes with the development of an effective strategic marketing plan. Pre-requisite(s): BUS 430; or permission of Program Chair or designate. Co-requisite(s): None. 5 quarter hours

This introductory graduate course explores the principles and practice of Integrated Marketing Communications (IMC) as a strategic approach to building consistent, persuasive brand messaging across multiple platforms. Students will learn the IMC planning process—from situation analysis and audience segmentation to message strategy, media selection, and campaign evaluation. Emphasizing both traditional and digital channels, the course blends creative and analytical perspectives to develop integrated, measurable marketing strategies that strengthen brand identity and drive engagement.

This graduate course examines the role of artificial intelligence in modern marketing, balancing its vast potential with ethical considerations. Students will explore AI-driven strategies for data analysis, personalization, and campaign optimization while critically evaluating issues of bias, transparency, privacy, and manipulation. Through case studies, ethical frameworks, and applied decision-making exercises, the course equips future marketing leaders to integrate AI effectively and responsibly, ensuring strategic efficacy without compromising consumer trust or societal values.

This course covers the strategic use of content to attract new customers and retain current customers. It trains students in content management, design applications, and platforms to successfully create effective branding. Students will explore and produce branding elements, including visual identity and creative strategies, using contemporary, user-friendly design tools. Emphasis is placed on the evolving role of marketers as both strategists and creators, with students developing hands-on design skills for print and digital media.

Digital marketing is increasingly the core of how organizations build brands, connect with customers, and sell products, with digital advertising playing a central role in driving visibility and engagement. Understanding how to craft and manage an online presence is a fundamental skill for contemporary marketers. In this course, students learn how to think digitally from a strategic and tactical standpoint, while obtaining practical implementation skills. They learn the fundamentals of the most important digital channels, including content marketing and advertising concepts that fuel successful digital campaigns. Students also explore the role of AI and search engine optimization (SEO) in enhancing visibility, targeting, personalization, and campaign performance. Additionally, students learn to use data to successfully target their audiences and track and measure success.

Innovation and design in products and services are increasingly important in competitive markets. Students explore how to use market research data to create a competitive advantage and more deeply understand consumers’ needs, preferences, and behaviors. Students learn the fundamentals of market research, aesthetics, design principles, and design development processes. This course also addresses methods and approaches to think more creatively, break paradigms, better visualize possibilities, and develop innovative and sustainable business models.

This course provides an analysis of consumer shopping behavior, spending habits, and purchasing preferences, and explores marketing strategy approaches that align with how consumers perceive, evaluate, select, and spend. Students examine behaviors associated with consumer actions as they develop data-informed marketing strategies. In this course, students strengthen their analytical skills by examining and processing quantitative and qualitative data to map trends, uncover insights, and identify effective outreach to target audiences.

This course explores the art of visual storytelling through hands-on video creation. Students will learn how to craft compelling narratives using video formats, including vlogs, video ads, video montages, and commercial making. Emphasis is placed on creative concept development, scripting, filming techniques, and editing to engage diverse audiences across digital platforms. Through practical projects, students will gain experience in producing videos that inform, entertain, and persuade. By the end of the course, students will have a collection of dynamic video projects that showcase their ability to tell stories with impact.

Global Communication: Media Messaging explores the strategies, challenges, and opportunities of professional communication in an interconnected world. This course examines how cultural, economic, political, and technological forces shape global branding and messaging across media. Students will learn to develop integrated marketing campaigns for diverse markets. Topics include global market research, brand reputation management, and cultural considerations. Students gain the skills to craft impactful, culturally resonant campaigns across international markets using social media, AI, and e-communications.

Portfolio in Practice is a culminating graduate course designed to help students showcase their expertise and strategic thinking in marketing communications. Beyond compiling past work, students will curate and refine projects into professional case studies, highlighting objectives, challenges, strategies, and results. The course emphasizes personal branding, digital presentation, and career readiness through portfolio design, resume development, and networking strategies. Students leave with a polished portfolio that reflects their creative, analytical, and strategic capabilities for the global marketplace.