Classes

MRKT 3512 Customer Insights

4 semester hours

This course is designed to enable students to develop customer insights through learning about customer behavior and conducting marketing research. It will bring together two large areas of marketing, drawing from bodies of knowledge in customer behavior and marketing research, encompassing theory and method. The customer journey from awareness and learning to decision-making, consumption and disposal will be covered. Individual, household, and organizational customer behavior will be covered in the course. Emphasis will be placed on gaining insights about customers and marketplace through incorporation of marketing research methods inclusive of, but not limited to, qualitative and quantitative methods in conducting survey design, causal effects and relationship testing. Developing insights about consumers globally within the context of global environments will also be integrated into the course.

Prerequisite: BCOR 3510

MRKT 3513 Rethinking the Marketplace

4 semester hours

Using real-world, project-based, experiential learning, this course presents an in-depth interdisciplinary exploration of diverse consumer markets and societal transformation in the marketplace. Emphasis is placed on consumer insights, brand strategy, and consumer experience. Content will include a comparative examination and analysis of the consumer experience across inter-group differences, including ethnicity, age, gender, sexual orientation, religion, and culture. Importantly, the course will explore the many differences and subgroups that exist within each larger group, the hazards of conceptualizing groups as homogeneous entities, and the ways in which these groups interface with society via the marketplace.

Prerequisites: BCOR 3510 and MRKT 3512

4 semester hours

Entertainment companies and content creators are finding it harder and harder to reach audiences for the content they produce. With the various distribution platforms in the marketplace reaching audiences anytime anywhere, how are movie studios, television networks, SVOD platforms, gaming and music labels adjusting their marketing strategies to reach and sustain them in an over-saturated content market place?

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517

4 semester hours

This course will introduce students to the unique nature of sports marketing at the business, league, and team levels. The course will cover the unique aspects of sports marketing and how marketing concepts such as strategic planning and segmentation apply to the business of sports. Students will be introduced to the interrelationship of integrated marketing communications and sports and develop an understanding of sports as a multi-billion dollar industry and the sports fan as an important consumer segment.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517

4 semester hours

The purpose of this course is to provide students with a solid foundation for critical thinking and research on health psychology and marketing and business in general. This course will emphasize emotional/affective responses to health and nutrition promotion, information-processing of nutrition information and health advertising claims, attitudes and persuasion aspects of health promotions, along with insights into the influences of social marketing and new media on consumer health decisions.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517

4 semester hours

The purpose of this course is to immerse students into the broad expanse of world and United States history from the perspective of business, commerce, and what some people refer to as “capitalism.” In this immersion process, we will discuss the history and practice of business within the context of the specific policy and the social, cultural, economic, and religious environments which cultivated these outcomes. The span of this exploration will cover in excess of 2,000 years, and will include the history of barter, exchange, currency, slavery, the emergence of global trade, and various forms of government policy and structure (both past and present) related to economic theory and practice.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517, or permission of the instructor

4 semester hours

It’s a new day for the advertising industry. Over the past five years, practically every pillar of the old world model has been disrupted in some way, shape or form. Roughly half of Millennials and Gen Z don’t even watch television, let alone trust the manipulative tactics of traditional advertisers. So how does an aspiring marketer or change-maker navigate this new era? Branded Content for Social Impact focuses on the future of content marketing though the lens of branded and sponsored social-good storytelling. Throughout the course, students will deconstruct past commercial campaigns and in the process, develop the critical thinking skills necessary to identify insights, assumptions, biases, and limitations across a range of storytelling content. Students will also be immersed in the art and science of crafting cross platform campaigns for brands, agencies and non-profits rooted in empathy, sincerity and the power of human connection.

4 semester hours

The purpose of this course is to acquaint students with fundamental concepts, principles, and rules of marketing law that concern marketers and consumers in day-to-day activities, in private business relationships, and in their relationship with government. The course will focus on various legal constraints, problems and ramifications which should be recognized and addressed by marketers when making pricing, product, promotion, and distribution decisions. 

4 semester hours

Using a bottom-up approach to developing marketing innovations; uses extreme resource constrained contexts, i.e., subsistence marketplaces, to learn about bottom-up immersion, emersion, design, innovation, and enterprise for any context; semester-long project with business involves understanding challenges, conducting virtual international field research, designing product solutions, and developing marketing/business plans.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517

4 semester hours

Understanding challenges and designing solutions at the intersection of sustainable marketing/business practices, societal welfare, and ecological systems; topics covered including sustainability in the areas of consumption and consumer behavior, product design, marketing research, value chains, and communications; project to understand needs and design product solutions, and develop a marketing/business plan for organizations that captures economic, environmental, and social sustainability.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517

2 semester hours

The purpose of this course is to explore the marketing function for non-profit organizations as compared to for-profit organizations. Students will explore, as in the for-profit world, how non-profit marketing includes advertising, promotion, public relations, and customer relationship management. This course examines how non-profits use marketing to publicize their mission and to generate contributions (of time and money). The course also discusses marketing planning in the non-profit organization.

After completing this course, students should be able to define what marketing is within the non-profit environment, explain the service-intensive nature of non-profit program activities, explain how the marketing mix is expanded for service products (the 3Ps of Services Marketing), discuss the role of ethics in non-profit marketing, describe the importance of and explain the process of non-profit marketing plan, describe how target markets can be identified for donors, and explain how new service products are developed by non-profits.

Prerequisites: BCOR 3510 and MRKT 3513

4 semester hours

This course is designed to explore the interaction between marketing strategies/processes and governmental policies designed to manage the economy and promote public and consumer welfare. Topics covered will include the roles of various governmental agencies (such as the FDA, the CPSC, and the EPA) and the roles of private actions such as boycotts and consumer activism in influencing business decisions and practices. The course will often take an historical approach, examining the advancement of U.S. public policy toward business as societal values and economic conditions have evolved in this country. Specific topics addressed include consumer rights and protection, environmental sustainability, vulnerable consumers, regulatory failures and regulatory capture, trade-offs among various stakeholders, ethical dilemmas, and the marketing of potentially harmful or controversial products such as firearms, tobacco, and alcohol.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517

4 semester hours

This course will examine the status of our modern consumer culture. As an American phenomenon emerging in the late 20th century, and spreading toward much of the rest of the world in as the new millennium dawns, consumer culture is characterized as a societal ethos where shopping, buying, and consuming become the primary means by which humans define themselves in relation to others. In this way, goods and services (in the form of consumer experiences) form the “palette” from which each individual creates his or her “ideal self.” In this course, a variety of aspects of this consumer culture will be explored and analyzed from the perspectives of psychology, sociology, anthropology, and economics. In addition, the roles of marketing and advertising in creating and shaping this emerging consumer culture will be analyzed.

Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517, or permission of the instructor

4 semester hours

This course combines oral, visual, and physical storytelling methodologies with an evidence-based approach that is conducive to developing effective branding strategies. Students will apply this approach toward the brand building efforts of a rapidly growing and remarkable successful company, as well as developing their own “personal” brand. However, at the core of this course is an industry-involved, experiential component that allows the students to learn directly from top tier marketing professionals.

Prerequisites: BCOR 3510, MRKT 3512, and MRKT 3513