Examine the roles of advertising theory and practice in business. Marketing coursework explores patterns of consumer behavior along with the underlying psychology and gives you an in-depth look at the guiding principles of international marketing.
Note: The marketing concentration is also offered as a nine-credit graduate certificate.
MKTG 507 – Consumer Behavior
Marketing structure and behavior from economic and behavioral perspectives; social evaluation and behavioral implications of marketing strategy. This course focuses specifically on consumer behavior, including the theory in consumer and buyer behavior, conceptual and empirical research role of purchase and consumption behavior on society, and marketing.
MKTG 561 – New Product Marketing
This course is designed with the intention of analyzing both theory and practice in developing, managing, and marketing a new consumer product. Students will work to evaluate new product development and new product marketing processes, including idea generation and selection, concept development, market research, marketing goals, demographic assessment, objective development and testing, marketing strategy, and business analysis. By the end of the course, students will have acquired the knowledge and tools to develop appropriate launch strategies for new products, taking into consideration customer price perception and price sensitivity factors, competitive pricing strategies, and costs, while understanding intended market positioning and target markets.
MKTG 577 – Promotional Management
This course is designed to assist students in obtaining a basic understanding of and appreciation for the communication tools used in planning, implementing, and evaluating promotional strategies. Students completing this course are expected to have acquired the expertise necessary to develop and/or critically evaluate a promotional plan for a company, product, or service of their choosing. Course discussions, activities, and graded assignments will rely upon theoretical insights applied to marketing/advertising practice.
3 Top Marketing Jobs
Develop high-level organizational policy and build a capable staff through recruitment and training. Marketing directors use advanced knowledge of their competitors and industry climate to formulate big-picture operational strategy.
Business Development Manager
Use your advanced business knowledge to build lasting business relationships from the ground up. Business development managers choose which potential business partners to target and negotiate terms of those new partnerships.
Shape strategy and set pricing for marketing departments or organizations. The marketing manager is responsible for building an effective balance of profit, product, and customer/client satisfaction.