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Marketing Courses

MKT201 Contemporary Marketing

[3–0, 3 cr.]

The course covers the fundamentals of contemporary marketing and the role that marketing plays in business. It explores the role of marketing in creating value for customers and generating business growth in today’s dynamic and increasingly digital environment. In particular, the course highlights the use of data analytics, social media, and emerging technologies to understand consumer behavior and support evidence-based marketing decisions. It also exposes students to various elements of the marketing mix 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, including key digital channels and tools.

Equivalent: MKT201

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.

MKT303 Business-to-Business (B2B) Marketing

[3–0, 3 cr.]

This course focuses on the strategic management of commercial relationships and value-creation processes in industrial, institutional, and government markets. Designed for upper-level undergraduate students, it examines how B2B transactions differ fundamentally from consumer marketing.

Topical coverage: organizational buying behavior, business buyer decision processes, key account management, value-based pricing strategies, supply chain integration, and channel member management.

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

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.

MKT306 Professional Selling

[3–0, 3 cr.]

This course examines the principles and consultative frameworks of professional selling and key account development. Intended for undergraduate students preparing for commercial roles, the course bridges theoretical concepts with practical application through structured experiential learning and interactive sales role-plays.

Topical coverage: prospect qualification, consultative needs discovery, value proposition presentation, objection handling, negotiation techniques, closing strategies, ethical decision-making, personal branding, key account management, and sales force productivity tools.

MKT307 Digital Consumer Behavior

[3–0, 3 cr.]

This course examines consumer behavior in a digitized, connected, and data-driven marketplace, focusing on interactions with digital touchpoints throughout the customer journey. It explores how attitudes, emotions, and behaviors shift in response to digital platforms, algorithmic curation, mobile connectivity, and AI-driven personalization. Drawing on psychology, sociology, and behavioral economics, it analyzes the effects of motivation, perception, learning, social norms, cultural values, and generational shifts on the evolving digital mindset. The course investigates how digital ecosystems, influencers, and online communities shape trust, loyalty, identity, and brand relationships.

Topical coverage includes digital identity and self-presentation, emerging consumer trends, personalization, gamification, and algorithmic bias, as well as social commerce, mobile-first habits, immersive brand experiences, and consumer-brand co-creation. Ethical considerations around data privacy, surveillance, and the growing role of consumers in brand accountability and social change are also addressed, offering a comprehensive view of the modern digital consumer landscape.

Prerequisite: MKT201

MKT309 Sports Marketing

[3–0, 3 cr.]

This course introduces undergraduate students to the application of marketing concepts within the sports and entertainment industry. It addresses two core perspectives: the marketing of sports products and entities, and the marketing of traditional consumer goods through sports platforms.

Topical coverage: fan loyalty dynamics, athlete endorsement strategies, corporate sponsorship valuation, sports media rights, event management and activation, and sports brand equity building.

MKT310 Retail Marketing Strategy

[3–0, 3 cr.]

This course offers a strategic examination of the retailing and e-tailing sectors with the aim of offering the right value proposition to the right target market. Retailing is the dynamic business of selling consumer goods and services to final consumers. The course examines the main requirements of effective retail marketing management across various retail formats in different contexts, including: retail business models, targeting, positioning, and customer experience.

Topical coverage also includes: the retail mix; retail decision-making encompassing both physical and digital retail locations, channels and strategies; omnichannel retailing and decisions related to buying, merchandising, store layout, pricing alternatives, customer service; the impact of emerging technologies such as artificial intelligence and augmented reality on retailing, customer relationship management and sustainability.

Prerequisite: MKT201

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

MKT312 Digital Marketing

[3–0, 3 cr.]

This course introduces students to the dynamic and rapidly evolving world of digital marketing, equipping students with the knowledge and skills needed to develop and implement effective digital marketing strategies. It covers fundamental frameworks, practical applications, and online tools essential for building and executing a cohesive digital marketing strategy. It involves leveraging online platforms, data-driven insights, and innovative technologies to engage customers, build brand presence, and drive business success. It emphasizes the integration of digital marketing within the broader marketing mix and prepares students to navigate the evolving digital marketplace.

Topical coverage includes: storytelling in digital marketing; search engine optimization (SEO) and search engine marketing (SEM); website and landing page optimization; content marketing and creation tools; paid advertising strategies; social media marketing; email marketing; conversion rate optimization; data and digital marketing analytics; and emerging trends shaping the future of digital marketing.

Prerequisite: MKT201

MKT313 Digital Marketing Analytics

[3–0, 3 cr.]

This course introduces students to the data-driven foundation of modern digital marketing, equipping them with the analytical skills needed to measure, interpret, and optimize digital marketing performance. It covers essential frameworks, tools, and metrics used to evaluate the effectiveness of digital strategies across channels. Emphasizing evidence-based decision-making, the course guides students in transforming raw data into actionable insights that inform campaign adjustments, enhance targeting precision, and maximize return on investment. Students will learn how to collect, analyze, and visualize digital data to better understand customer behavior and improve marketing outcomes.

Topical coverage includes: key performance indicators (KPIs); Google Analytics and web traffic analysis; SEO and SEM metrics; social media and content analytics; marketing dashboards; customer segmentation and lifetime value; attribution modeling; data privacy and ethical considerations; and the impact of AI and machine learning on predictive analytics in marketing.

Prerequisite: MKT201

MKT314 E-Commerce Marketing

[3–0, 3 cr.]

This course offers undergraduate students a comprehensive overview of marketing goods and services on digital platforms, encompassing both strategic and operational perspectives. It explores how emerging digital technologies influence customer acquisition, engagement, and retention strategies, with special emphasis on leveraging data-driven insights to enhance conversion rates and develop customer-centric online experiences.

Topical coverage: digital consumer decision-making processes, digital storefront architecture, search engine marketing (SEO/SEM), omnichannel distribution management, e-payment ecosystems, shopping cart optimization, performance marketing, and web analytics.

MKT315 Search Engine Optimization and Marketing

[3–0, 3 cr.]

This course introduces students to the strategic and technical foundations of Search Engine Optimization (SEO) and Search Engine Marketing (SEM), equipping them with the knowledge and tools to enhance online visibility and drive qualified web traffic. It covers essential frameworks, performance metrics, and industry tools that support the development of effective search strategies. Through a mix of theory and practice, students will explore keyword research, on-page and off-page optimization, link-building, and content alignment with search intent. The course also provides practical experience in planning, executing, and optimizing paid search campaigns on platforms like Google Ads. Emphasis is placed on integrating SEO and SEM within a broader digital marketing strategy to boost user engagement and conversion. Students will apply data-driven insights to optimize search performance and analyze real-world case studies and hands-on projects.

Topical coverage includes: keyword strategy, SEO audits, technical SEO, quality score optimization, bid management, campaign tracking, ROI analysis, and evolving trends in search marketing.

MKT320 Marketing for Entrepreneurs

[3–0, 3 cr.]

This course focuses on how entrepreneurial ventures design, implement, and adapt marketing strategies to create and capture value in dynamic and resource-constrained environments. The course emphasizes the unique challenges faced by entrepreneurs, such as limited budgets, uncertain markets, and the need for rapid experimentation. Students will examine how to identify and validate customer needs, craft compelling value propositions and positioning approaches, develop go-to-market strategies, and leverage digital platforms, grassroots initiatives, and innovative branding to maximize reach with minimal resources. Through case studies, interactive workshops, and hands-on projects, the course bridges theory and practice, equipping students with the marketing mindset, creativity, and practical tools necessary to launch and grow successful startups and small businesses in competitive and challenging contexts.

Topical coverage includes: opportunity recognition, customer discovery, market validation, value proposition development, startup segmentation and targeting, positioning, go-to-market strategies, lean marketing, entrepreneurial branding, digital and social media marketing, growth hacking, customer acquisition and retention, marketing analytics, investor communications, and scaling strategies for emerging ventures. (No prerequisite)

MKT322 Fashion Buying & Trend Forecasting

[3–0, 3 cr.]

Behind every exceptional collection lies a buyer who understood market demands before achieving self-awareness. This course explains the commercial principles that underpin fashion purchasing and trend forecasting, covering the entire product lifecycle, from trend identification and range planning to supplier negotiations, open-to-buy budgeting, and post-season evaluation. Students will gain not only quantitative analytical skills but also the creative intuition essential for retail success: the ability to interpret social cues, analyze data reports, and make financially sound decisions under pressure.

Topical coverage includes: trend research and forecasting methods, consumer behavior analysis, fashion market intelligence, merchandise and assortment planning, range development, buying cycles and calendars, supplier sourcing and negotiation, open-to-buy planning, inventory management, pricing and markup strategies, retail merchandising, sales and performance analysis, demand forecasting, sustainability and ethical sourcing considerations, post-season evaluation, and emerging trends in fashion retail and buying. (No prerequisite)

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.

MKT324 Luxury & Fashion Branding

[3–0, 3 cr.]

This course explores the strategic management of luxury brands with a focus on the fashion industry. It examines how luxury products and services deliver symbolic and psychological value, fostering strong consumer-brand relationships and enabling self-expression. Emphasis is placed on how luxury brands maintain relevance through innovation and cultural resonance, particularly within fashion as a medium of identity and social communication.

Topical coverage includes: consumer motivations and behaviors in the luxury market; brand management principles specific to the luxury sector; the role of fashion in shaping identity and social meaning; communication strategies across traditional and digital media; and critical discussions on ethics and responsibility in luxury branding.

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.

MKT326 Psychology of Fashion & Luxury Goods

[3–0, 3 cr.]

This course examines the psychological dimensions underlying consumer interactions with fashion and luxury goods. It explores how perception, identity, motivation, emotion, and social influence shape attitudes and behaviors toward luxury consumption and fashion choices. Drawing from psychology, consumer behavior, and cultural studies, the course offers insights into the symbolic meanings and personal significance attached to fashion and luxury products.

Topical coverage includes: the role of self-concept, lifestyle, and personality in shaping fashion and luxury preferences; psychological drivers of desire, status, and exclusivity; the influence of culture, reference groups, and media on consumer identity; and the emotional and experiential value of fashion and luxury consumption.

MKT327 Marketing Analytics

[3–0, 3 cr.]

This course introduces students to the analytical tools and quantitative techniques used to enhance marketing decision-making in today’s data-driven business landscape. It equips students with the skills to collect, analyze, and interpret marketing data, transforming it into actionable insights that support customer-centric and performance-driven strategies. The course emphasizes hands-on learning through case studies, business scenarios, and practical applications, simulating real-world marketing challenges.

Topical coverage includes: customer segmentation and targeting; positioning analysis; sales and demand forecasting; pricing strategies; conjoint analysis for product evaluation; customer lifetime value (CLV) modeling; sentiment analysis of customer and social media data; and marketing resource allocation. The course highlights how these analytical methods enhance effectiveness across the marketing mix and prepare students to make data-informed recommendations that align with organizational goals and improve overall marketing performance.

Prerequisite: MKT 201 Introduction to Marketing

MKT328 Sustainable and Ethical Marketing

[3–0, 3 cr.]

This course introduces the principles of sustainability and ethics in marketing, with a focus on the integration of environmental, social, and governance (ESG) values into contemporary branding strategies. Students will critically examine how organizations navigate the challenges of responsible marketing while aligning with global sustainability goals and stakeholder expectations. Through a blend of theoretical insights and practical applications, the course provides analytical tools for evaluating ethical branding, purpose-driven communication, and corporate social responsibility (CSR) initiatives.

The course prepares students for roles in nonprofit and corporate sectors where marketing strategy intersects with social and environmental impact.

Topical coverage includes: ESG fundamentals in marketing; ethical branding and communication strategies; stakeholder engagement and CSR; global frameworks for sustainable business; challenges of greenwashing; impact measurement and reporting; and marketing for social good in multinational and NGO contexts.

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

MKT330 Artificial Intelligence in Marketing

[3–0, 3 cr.]

The course offers in-depth knowledge about artificial intelligence, its subfields, and the 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.

Prerequisite: MKT201

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.

MKT332 Social Media Marketing

[3–0, 3 cr.]

This course introduces students to the fundamentals of social media marketing and its growing role in contemporary business practices. It explores how digital platforms create value for customers, foster brand awareness, and drive business growth. Students will learn to craft engaging content that resonates with their audience, develop social media strategies, and manage advertising campaigns using Meta tools. The course highlights the importance of analyzing social media metrics to make informed marketing decisions. It also emphasizes ethical considerations, such as transparency, privacy, and data use. Through lectures, discussions, and applied projects, students gain practical experience in executing social media plans, enhancing their analytical thinking, creativity, and understanding of how technology shapes modern marketing.

Topical coverage includes: the role of social media in marketing; developing digital strategies and setting objectives; targeting and segmentation; building a brand presence; content creation and campaign management; performance analytics; and ethical practices in digital environments.

Prerequisite: MKT201

MKT333 Shopper Behavior

[3–0, 3 cr.]

The course examines the evolving field of shopper behavior and shopper marketing, exploring the interplay between shoppers, retailers, and the marketplace. Emphasis is placed on understanding shoppers’ and retailers’ motivations, crafting effective category strategies, optimizing the in-store environment, and applying key business drivers and metrics to achieve competitive advantage. The course integrates leading frameworks, theories, and research findings to bridge academic knowledge with practical application in today’s rapidly changing business environment.

Topical coverage includes: situational shopper marketing in response to internal and external environmental changes; category strategy and management decision-making; environmental factors influencing shopper behavior and retail competitiveness; and tools for conducting comprehensive retail and shopper analysis and evaluation.

Prerequisite: MKT201

MKT334 Influencer Marketing and Content Creation

[3–0, 3 cr.]

This course introduces students to the dynamic world of influencer marketing and digital content creation, equipping them with the strategic and creative skills needed to design impactful, content-led campaigns in the evolving creator economy. It covers essential frameworks, platform-specific strategies, and emerging tools that help brands engage audiences through authentic storytelling and influencer collaboration. Emphasizing the integration of influencer marketing within the broader digital marketing mix, the course prepares students to plan, execute, and measure content-driven strategies across platforms like TikTok, Instagram, and YouTube. The course combines theoretical foundations with practical applications through case studies, campaign simulations, and real-world tools.

Topical coverage includes: influencer identification and partnership models; content strategy, storytelling, and platform-specific trends; audience engagement and campaign management; performance metrics and analytics; SEO and AI-driven content optimization; and ethical considerations in influencer-brand collaborations.

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.

MKT336 Marketing for Social Impact

[3–0, 3 cr.]

This course explores how marketing can drive positive behavioral and social change. Students are equipped with a 10-step strategic framework to design and implement campaigns addressing critical issues such as public health, environmental sustainability, equity, and social inclusion. Emphasizing the marketers’ roles as proactive change agents, it prepares students to apply marketing tools and principles to complex, real-world challenges across nonprofit, public, and corporate sectors. The course integrates theory and practice through case studies, group discussions, and applied projects that foster the development of ethical, innovative, and media-savvy strategies with meaningful social impact. Students will examine ethical dilemmas and cultural considerations when working with diverse populations and vulnerable communities.

Topical coverage includes: audience segmentation and targeting, behavior change theories, value proposition development, message framing and design, stakeholder engagement, use of digital and social media platforms, partnership building, and tools for monitoring and evaluating campaign effectiveness and impact.

MKT337 Strategic Brand Management

[3–0, 3 cr.]

This course provides students with a comprehensive understanding of the principles, strategies, and frameworks essential for building and managing strong brands in today’s competitive marketplace. It emphasizes the strategic role of brand equity, guiding students on how to build, measure, leverage and manage that equity regionally and globally. The course explores advanced branding strategies that help organizations differentiate themselves, foster customer loyalty, and drive long-term business success.

Topical coverage includes customer-based brand equity and brand positioning, brand identity, designing effective marketing programs and brand elements to build brand equity, leveraging digital branding strategies; utilizing secondary brand associations; measuring and analyzing brand performance; structuring brand architecture; managing brand extensions and co-branding opportunities; managing brand crises and reputation management; and ethical and sustainable brand management.

Prerequisite: MKT201

MKT338 Marketing for All: Disability Inclusive Communication

[3–0, 3 cr.]

This course introduces students to the principles and practices of disability-inclusive marketing and communication. Emphasizing diversity, equity, and inclusion (DEI), it equips students with the conceptual frameworks and applied tools necessary to evaluate, design, and implement marketing strategies that authentically represent people with disabilities across digital, print, and multimedia platforms. Students will explore inclusive content creation, accessible messaging, and ethical dimensions of representation. Real-world case studies, brand campaigns, and stakeholder engagement strategies will be used to assess how organizations integrate disability inclusion into their marketing and communication.

Topical coverage includes: foundations of inclusive marketing and DEI principles; digital accessibility standards; audience segmentation and representation; inclusive advertising strategies; stakeholder engagement; ethics in disability inclusive communication; and the evaluation of disability representation in media.

MKT339 Customer Experience Design

[3–0, 3 cr.]

This course introduces students to the principles of customer experience (CX) design and its strategic role in building enduring customer-brand relationships. It explores how companies create value through holistic, human-centered experiences that extend beyond traditional marketing, customer service, and satisfaction models. Students will examine how emotional, sensory, identity, and socio-political factors shape customer perceptions and interactions across multiple touchpoints. The course emphasizes tools and techniques for designing compelling customer journeys, including personas, empathy maps, and customer journey maps.

Topical coverage includes: the fundamentals of human-centered design, the experiential dimensions of branding, experience research methods, as well as the analysis and construction of brand experiences that foster deep customer engagement and brand loyalty in competitive and global markets.

MKT399 Internship / Practicum

[1 cr.]

Students may earn one credit by working for a period of four weeks (minimum 120 hours) at a position relevant to their major. The internship must be approved by the course instructor. Students are also encouraged to reflect on civic engagement or the United Nations Sustainable Development Goals (SDGs) within their internship experience. (This course is Pass/Fail)

Pre-requisites: BUS299, junior and good academic standing.

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, QBA201 Managerial Statistics, or the consent of the department.

MKT488 Special 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

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.

Prerequisite: 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.

MKT781J Digital Marketing

[1.5–0, 1.5 cr.]

This course provides participants with a thorough understanding of the rapidly evolving field of digital marketing and its strategic role in modern business. It equips them with the knowledge and practical skills needed to design, implement, and evaluate effective digital marketing strategies in a data-driven environment. Participants also learn how digital marketing integrates within the broader marketing mix and how to adapt strategies to an increasingly dynamic and competitive digital landscape.

MKT781T Marketing Analytics for Executives

[1.5–0, 1.5 cr.]

The Marketing Analytics for Executives course has been meticulously crafted to equip participants with a profound understanding of the critical role that data plays in driving marketing success. This course empowers executives with advanced knowledge and skills, enabling them to leverage analytical techniques when working with marketing and consumer data.

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.

MKT843 Strategic Social Media Management in the Digital Age

[3–0, 3 cr.]

This course aims to highlight the importance of integrating a comprehensive social media strategy within a company’s digital marketing strategy. Through an in-depth examination of the most popular social media networks, students will learn how to effectively leverage these platforms from a business perspective. Topical coverage includes: identifying target audiences, crafting engaging content, measuring success, and optimizing ad campaigns on Meta platforms. This course equips students with the skills and knowledge necessary to thrive in the dynamic field of social media marketing.

MKT843O Social Media Marketing

[3–0, 3 cr.]

Students will experience a foundational as well as practical approach for developing a social media plan. In addition, students will gain technical hands-on experiences by using interactive simulations and conducting real life projects related to social media platforms.

MKT844O Marketing Analytics

[3–0, 3 cr.]

This course provides a framework and tools for managing and analyzing an organization’s digital presence for marketing purposes. This highly technical and analytical course applies concepts of social media marketing in practice through applicable projects and assignments. Students are given the opportunity to experience and analyze the effects of creating, promoting, and adapting marketing activities so as to measure their effects on the company, as well as global markets the brand operates in.

MKT845 Digital Marketing Strategy

[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.

MKT845O Digital Marketing Strategy

[3–0, 3 cr.]

The objective of this course is to provide you with the latest world-class knowledge of major frameworks, theories, and research findings in the trending field of digital marketing. The goal of this course is not to simply learn the material, but rather it is to integrate and apply it. By the end of this course, students will be able to design and implement digital marketing strategies for companies, taking into consideration their global scale and the different markets they operate in. Emphasis will be placed on understanding the Omni-channel shoppers’ & e-retailers’ motivations, crafting effective digital strategies, making efficient use of the virtual environment in the global marketplace.

MKT846O Acquiring and Engaging Customers in the Digital Age

[3–0, 3 cr.]

Understand consumer behavior in the digital age. Gain practical experience of engaging and activating consumers across the entire customer journey. From acquisition to retention, learn how consumers discover, evaluate, and purchase products.

MKT847O Metaverse Marketing

[3–0, 3 cr.]

Find out about branding, customer acquisition, consumer analytics, and ethical considerations of all shapes and empower digital marketers working in virtual worlds. Become an expert in the marketing power of the metaverse.

MKT852 Services Marketing

[3–0, 3 cr.]

The aim of the course is to introduce graduate students to a comprehensive theoretical and practical perspective of the service industry, its distinct marketing implications, and strategies for managing high-value customer-company relationships. The subject is designed for students seeking to master customer-oriented strategies in hyper-competitive markets, with a focus on designing seamlessly integrated service experiences, managing touchpoints across traditional and digital channels, and leveraging service design as a core business driver.

MKT853 Marketing Innovation Management

[3–0, 3 cr.]

In a globalized economy fueled by continuous technological advances and breakthroughs, managing corporate innovation and optimizing new product/service development are key factors for organizational growth. Proprietary innovation platforms will empower businesses to increase sales and profits, serve new consumer segments, introduce margin accretive product lines, and edge competition. This course will offer a broad conceptual coverage of the processes of managing innovation and new product development, coupled with a practical application that incorporates real-life market variables, prospects, and challenges. Besides, the course will introduce the “design thinking” approach for leading innovation, and students will apply this approach to explore, design, and implement an innovation plan to offer innovative solutions for their targeted consumers and business segments.

MKT880 Special topics in Marketing

[3–0, 3 cr.]

This course deals with selected topics in marketing. Prerequisite varies according to topic offered. This course may be repeated for credit when topics vary.