This course explores basic principles in the marketing of products and services. Marketing structures, consumer analysis, product classification, channel selection, pricing policies, promotional mix, and coordination of strategies in relation to the business and economic environment are studied.

Every Fall and Spring

Previously: BSAD 310

This course examines the psychological, social, and cultural aspects of consumer behavior. Students will explore how consumers make decisions about products and services, including need recognition, information search, evaluation, purchase, and post-purchase behavior. The course covers individual consumer psychology, social influences, cultural factors, and their implications for marketing strategy. Special attention is given to consumer diversity, innovation adoption, and ethical considerations in today’s marketplace.

Prerequisites

MRKT 2110

Most Spring terms

 

This course emphasizes managing the promotional mix - advertising, public relations, personal selling, sales promotion, and direct marketing - to provide a comprehensive understanding of how to manage a marketing department to enhance overall business profitability. Additional fees may apply.

Prerequisites

MRKT 2110

Every Fall

Previously: BSAD 413

The course is designed to familiarize students with digital marketing concepts and applications. It provides a detailed understanding of relevant digital channels and platforms, regarding paid, earned, and owned digital media. Students will apply their knowledge from class by completing several in-class exercises as well as graded assignments. The course employs a mixture of lecture, discussion, in-class exercises, and group work.

Prerequisites

MRKT 2110

 

This course focuses on the use of surveys, observations, experiments, and other empirical and analytical tools to learn about consumer characteristics and demand/shape strategies market planning. The course culminates in a comprehensive, hands-on, real world market research project and report.

Prerequisites

MRKT 2110

Every Fall

Previously: BSAD 411

Healthcare marketing efforts are shifting from increasing demand to building and continuing relationships with customers, clients, agencies and third-party payors. This advanced study of the practices and concepts of marketing as applied to the healthcare industry develops a focus on product and service strategies, distribution, communications, promotions, pricing and research. Case studies, speakers and projects will be used to describe the underlying concepts and decision making required for successful healthcare marketing.

Prerequisites

MRKT 2110

Every Spring

Previously: BSAD 417