Marketing Courses

MKT201 Introduction to Marketing

[3–0, 3 cr.]

The course introduces students to the fundamentals of the marketing concept and the role that marketing plays in business. It explores the role of marketing in creating value for customers and generating business growth. It also exposes students to various elements of the marketing mix including product pricing, promotion and distribution decisions, as well as environmental factors affecting the marketing process. The course highlights the importance of conducting market research to identify consumer needs and wants, and make informed marketing decisions.

Topical coverage includes: an overview of the dynamic marketing environment; the consumer and business markets and their buying behaviors; marketing research; the concepts of brand identity; the process of market segmentation, targeting and positioning; and the marketing mix (product, price, place, and promotion).

MKT302 Integrated Marketing Communication

[3–0, 3 cr.]

This course introduces students to the concept and application of integrating the various elements of advertising, sales promotion, public relations, direct marketing to support the overall marketing strategy. The course exposes students to the development of a comprehensive, integrated marketing communication program from message development through media selection.

Topical coverage includes: the formulation of promotional objectives; the development of promotional campaigns that convert qualified leads into prospects, prospects into new customers, and new customers into long-term relationship partners; the integration of marketing communication knowing how different media work synergistically; the allocation of budget among different promotional tools, media selection, and consumer response to different messages.

Prerequisites: MKT201 Introduction to Marketing.

MKT304 Consumer Behavior

[3–0, 3 cr.]

The course examines the consumer decision-making process and the effects of external environmental influences (culture, subculture, social class, reference groups, family, and personal influences) and internal psychological influences on such a process. The course focuses on the customer as the key to market success. The principles from a number of disciplines are used to explain buying behavior, including economics, psychology, social psychology, sociology, and anthropology.

Topical coverage includes: the stages consumers go through when making purchasing decisions; frameworks of consumer behavior and buying models; principles of learning, motivation, personality, lifestyle, perception and group influence, and their effects on behavioral change.

Prerequisite: MKT201 Introduction to Marketing

MKT305 Services Marketing

[3–0, 3 cr.]

The course examines the growing role of services marketing and presents the challenges frequently encountered in the marketing of intangibles such as: the inability to inventory, the difficulty to synchronize demand and supply, and the complexity of controlling the performance quality of human interactions. The course will consider marketing in industries that deal primarily in services (such as financial services, hospitality services, transportation companies, educational institutions, and professional services) but also from the perspective of every organization, as service is an essential part of the offering of every company. Topical coverage includes: key service delivery elements; service quality meas­urements; service recovery strategies; service blueprinting; and other key issues facing today’s customer service providers.

Prerequisite: MKT201 Introduction to Marketing

MKT310 Retailing Management and Merchandising

[3–0, 3 cr.]

This course offers an in‐depth examination of the dynamic retail industry. Retailing is the business of selling consumer goods to final consumers, and this business is continuously evolving. The course examines the main requirements of effective retail management, including: adequate financial structure, necessary physical facilities, effective policies and procedures, and competence, loyalty, and productiveness of personnel.

Topical coverage also includes: planning, management, and execution of activities taking place in the selling of goods to the end consumer; product placing and development, pricing alternatives, location options, and the promotion of offerings; branding in the retail industry; international retailing; and online retailing strategy.

Prerequisite: MKT201 Introduction to Marketing

MKT311 International Marketing

[3–0, 3 cr.]

This course presents an overview of the unique aspects of marketing in the international business environment and provides the framework upon which multinational marketing management can be based. The course focuses on assessing international marketing opportunities, as well as formulating and implementing international marketing strategies covering the four areas of the marketing mix, namely: product planning, pricing, promotion and channels of distribution. Topical coverage includes: the economic, cultural, political, legal and other environmental influences on international marketing; and the impor­tance of linking international marketing with the overall business strategy.

Prerequisite: MKT201 Introduction to Marketing

MKT312 E-Marketing

[3–0, 3 cr.]

The course offers a broad overview of e-marketing principles and best practices. E-marketing is the process of creating, communicating and exchanging value between different stakeholders using different electronic media (internet, mobile, information technology, digital media). By adding an online presence to their existing structure, most organizations are becoming hybrid entities. The ability to think strategically in a fast-changing E-Marketing landscape has become an essential skill for every business-oriented individual given the changes brought forth by the electronic medium to the expectations of both customers and business partners.

Topical coverage includes, among other issues:  marketing communications strategies and tactics for the World Wide Web; distribution channels; implications of e-Marketing for customer relations; online privacy, security issues, and cyber law.

Prerequisite: MKT201 Introduction to Marketing

MKT323 Sales Management

[3–0, 3 cr.]

This course is an examination of the current or developing issues in sales management practices, emphasizing immediacy, impact and the availability of top-level technique resources. It examines the role of the sales person within the sales management function and process. The course also identifies   the   role of Sales Management within the Marketing process and presents the challenges frequently encountered such as:  recruitment, training, and sales skills development.

Topical coverage includes: key selling and sales management skills, and building value relationships all within the Marketing focus.

Prerequisite: MKT201 Introduction to Marketing

MKT325 Fashion Marketing

[3–0, 3 cr.]

The course offers a comprehensive understanding of the principles, strategies, and practices involved in marketing and promoting fashion brands in today’s dynamic industry. The course helps in identifying target audiences through market research related to the psychological and sociological factors that influence fashion consumer buying decisions.

Topical coverage includes: An overview of the fashion industry and its marketing landscape, including key players, market segments, and emerging innovations and trends; identification of various retail formats and distribution channels in the fashion industry; creation of cohesive and compelling marketing campaigns using a mix of traditional and digital channels; analysis challenges and opportunities of marketing fashion brands in international markets.

Prerequisite: MKT201 Introduction to Marketing

MKT329 Neuro Marketing

[3–0, 3 cr.]

This course exposes students to the emerging interdisciplinary field of neuromarketing that studies how consumers’ brains respond to marketing, brands, products, and shopping. It delves into the inner workings of the human brain and its impact on decision-making processes. This growing field combines neuroscience, psychology, and marketing to gain a deeper understanding of consumer behavior.

Topical coverage includes: understanding of the theoretical foundations and practical applications of neuromarketing; exploration of various neuroimaging techniques, eye-tracking, and psychophysiological measurements used in neuromarketing research; integration of neuroscientific insights into marketing strategies, consumer research, and brand management; prediction of consumer behavior by using neuroscience methodologies; and analysis of how marketing stimuli activate different brain regions, influence attention, and evoke emotional responses.

Prerequisite: MKT201 Introduction to Marketing

MKT 330 Artificial Intelligence in Marketing

[3–0, 3 cr.]

The course offers an in-depth knowledge about artificial intelligence, its subfields, and latest trends in marketing. Specifically, the course will examine the transformative impact of AI on marketing strategies, consumer behavior analysis, customer segmentation, content creation, personalization and CX, and product enhancement along with the ethical considerations surrounding AI technologies and how to navigate potential pitfalls and challenges.

Topical coverage also includes data collection preprocessing, predictive analysis, sentiment analysis, personalization and recommendation, A/B testing and optimization, chatbots and virtual assistants, ethical consideration in AI & Marketing, future trends in AI & Marketing.

Prerequisites: MKT201 Introduction to Marketing

MKT331 Event and Entertainment

[3–0, 3 cr.]

This course blends theory with practical applications. It covers concepts and skills required to successfully promote events to various target markets (participants, attendees, contributors, sponsors, advertisers as well as performers) through theory and a wide variety of cases. The course focuses on the operating principles that lead to successful business and corporate events, cultural festivals and cause-related entertainment activities in a highly competitive market.

Topical coverage includes: Communication and persuasion in event management; marketing Events (such as a convention/ business conference/social/cultural event, sports game, exhibition, a movie/play…); media and public relations in event management; ethics in event marketing: building reputation through cause-related event marketing and sponsorship.

Prerequisite: MKT201 Introduction to Marketing

MKT335 Emotional Intelligence

[3–0, 3 cr.]

This course exposes students to emotional intelligence and its application in marketing. It aims to equip them with the knowledge, skills, and mindset necessary to integrate emotional intelligence principles into marketing strategies, enhance customer experiences, and build strong relationships with customers.

Topical coverage includes: the role of emotions in advertising, branding, and customer experience; communication skills and empathy needed to connect with customers’ emotions and needs effectively; importance of emotional responsiveness in marketing interactions; techniques to manage and regulate emotions in marketing situations, such as handling customer complaints, managing conflicts, and dealing with stressful marketing scenarios; ethical implications when leveraging emotions in marketing practices.

Prerequisite: MKT201 Introduction to Marketing

MKT337 Brand Management

[3–0, 3 cr.]

The course provides students with a comprehensive understanding of the principles, strategies, and techniques involved in effectively managing brands. It highlights the importance of brand equity as well as how to build, measure, leverage and manage that equity regionally and globally.  The course also emphasizes the importance of designing proper marketing programs and integrating marketing communication to build strong brand management strategies.

Topical coverage includes: Brand identity and brand elements; building brand equity; consumer behavior and brand perception; brand communication and integrated marketing communications (IMC); brand extensions and brand portfolio management; branding strategies; brand crises and reputation management; ethical and sustainable brand management.

Prerequisite: MKT201 Introduction to Marketing

MKT421 Marketing Research

[3–0, 3 cr.]

This course outlines the fundamentals of research methodology and its applica­tion to the solution of marketing problem provides students with the analytical tools to collect, analyze, and interpret market data for marketing decisions. The course introduces the marketing research process and the various steps of problem definition, research design, questionnaire construction, sampling, qual­itative and quantitative data analysis, evaluation and presentation of research findings.

Topical coverage includes: principles of scientific research, quantitative (survey and experiments) and qualitative tech­niques (in-depth interviews, focus groups and projective techniques); sampling methodologies, data analysis and interpretation, and management of marketing research.

Prerequisites: MKT201 Introduction to Marketing, QBA201 Managerial Statistics, or the consent of the department.

MKT488 Topics in Marketing

[3–0, 3 cr.]

This is a variable content course in marketing in which students pursue subjects of current interest that are not part of the regular curriculum. Topical coverage includes among other issues: advertising and sales promotion, public relations management, guerrilla marketing, nonprofit and social marketing, brand management, entrepreneurial marketing, green marketing, franchising, and marketing in an economy of scarcity. Other topics can be developed as well. The course content reflects contemporary developments and the special interests of instructors and students, and accordingly could be taken more than once for credit when topics differ. A specific course description will be published online in the Course Schedule for the semester the course is offered.

Prerequisite: MKT201 Introduction to Marketing

MKT498 Marketing Strategy

[3–0, 3 cr.]

This analytical course examines marketing activities from the viewpoint of a marketing executive. It applies marketing principles, practices, and theories to the formulation of strategic marketing plans and solutions for local and global markets.

The course will allow students to recognize the factors that influence the success likelihood of their marketing decisions and thereby improve their marketing decision-making.

Topical coverage includes: diagnosing marketing problems, identifying opportunities, analyzing alternative courses of action, and recommending sound marketing strategies and action plans.

Prerequisites: senior-level standing.

MKT711 Marketing Management for Executives

[1.5–0, 1.5 cr.]

This course exposes students to various elements of the marketing mix including product pricing, promotion and distribution decisions. In addition, the course discusses the factors influencing marketing decision-making and marketing strategies.

MKT714 Advanced Consumer Behavior

[1.5–0, 1.5 cr.]

This course discusses the value of consumer behavior and a number of conceptual models explaining consumers’ motivations, decision-making and consumptions. The course explores models from psychology, sociology and provides new tools and examples of how the insights developed from these models have been utilized to build successful brands and shape consumer behavior.

MKT725 Strategic Marketing Research

[1.5 cr.]

This course deals with marketing research when designing marketing strategies and policies. Topics include techniques of data collection, evaluation of alternative sources of information, and methods of evaluating data and presenting the results.

Prerequisite: QBA730 Business Analytics for Executives [1.5 credits]

MKT731 Advertising Strategy

[1.5–0, 1.5 cr.]

This course deals with the development, evaluation and management of an advertising strategy. Topics include the structure of an advertising campaign, targeting and positioning, media analysis and creative strategy implementation.

MKT735 Marketing Communications

[1.5–0, 1.5 cr.]

This course deals with planning marketing and promotional programs, and coordinating the various communication functions. Topics include communication theory, ethics in marketing communications, the formulation and analysis of marketing communication strategies, and the role of marketing communication in branding and corporate reputation.

MKT781 Selected Topics in Marketing

[1.5–0, 1.5 cr.]

This course discusses contemporary issues in Marketing.

MKT840 Marketing Research Analysis

[3–0, 3 cr.]

This course aims at highlighting the importance of marketing research when designing marketing strategies and policies. Students will learn how to gather, analyze and present information that solves common marketing problems. Topics coverage include: tools for assessing information requirements, principles of qualitative, experimental and quantitative research designs, secondary and syndicated data sources, interviews and focus groups design, survey development, sampling methods, data collection planning, quality assessment, and analysis, interpretation/presentation of findings, online research and web surveys.

Prerequisite: MKT841 Marketing Management

MKT841 Marketing Management

[3–0, 3 cr.]

This course shows students how to manage the marketing process for organizations, to optimize the resource use and to maximize the benefits. It focuses on decision-making. Lectures, case studies, discussions and projects engage students in learning how best to manage scarce resources.

MKT841O Marketing Management

[3–0, 3 cr.]

MKT842 International and Global Marketing

[3–0, 3 cr.]

This course is designed to provide an appreciation of the critical role that marketing plays in the global economy and the various elements essential to global success. Attention is given to the exogenous global environment, coupled with an investigation of the significant factors that a firm must consider as it positions itself to enter the international marketplace.

MKT843O Social Media Marketing

[3–0, 3 cr.]

MKT844O Marketing Analytics

[3–0, 3 cr.]

MKT845 Digital Marketing

[3–0, 3 cr.]

This course covers the concepts, tools and techniques needed both to communicate with customers in a systematic and integrated way using multimedia channels, and to create effective targeted promotional campaigns. The course covers the digital influence on marketing, the basics of web analytics, online consumer metrics, the way to collect and analyze digital data and the framework for measuring digital campaigns, while developing digital strategies. The course also investigates mobile marketing, email marketing and social media. 

Prerequisite: None.

MKT845O Digital Marketing

[3–0, 3 cr.]

MKT880 Special topics in Marketing

[3–0, 3 cr.]