Lower Division Requirements

ACCT 2110, 2120; AIMS 2710; BADM 1010, 1020, 1030, 1040; BLAW 2210; ECON 1050 or 1100 and 1200, 2300; MATH 112

Upper Division Requirements

AIMS 3770; BADM 4950, 4970; FNCE 3410; INBA 3810; MGMT 3610; MRKT 3510

Core, Major and Elective Marketing Courses

Click here for a complete list of MKTG pathways curriculum and to view a curriculum flowchart.

  • This course covers the essential principles of marketing as a vital component of a business operation. It emphasizes marketing’s strategic base and the real-world utilization of both traditional and innovative techniques that influence both the trade and the consumer in making a purchase decision. The course includes a focus on using marketing as a force for good, incorporating the effects of uncontrollable factors in the global environment as well as basic controllable variables essential to marketing success. These include the ethical creation, communication, and exchange of value through produce decisions, pricing, distribution and promotion. We will explore how marketing analysis guides business strategy, discovers and creates demand for products, and influences product development. Prerequisites: BCOR 1910 and ECON 1050 or ECON 1100, all with a grade of C (2.0) or better. 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. This is a Required Foundation Course for the A-LIST, COIN, and MA Pathways. Prerequisite: BCOR 3510. 4 semester hours.

  • Using real-world, project-based, experiential learning, this course presents an in-depth interdisciplinary study 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 different perceptions, beliefs, behaviors, and preferences 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. This is the ALIST Pathway Foundation course. Prerequisite: BCOR 3510 and MRKT 3512. 4 semester hours.

  • This course will examine how the interests of all traditional parties to an exchange (Sellers, Buyers,, and other affected entities) naturally differ, but can nonetheless be aligned through the careful implementation of marketing strategy and/or public policy. Such an alignment assures that all parties derive significant net positive benefits from the exchange process. The course explores why and how long-term company profitability is critically dependent upon this ethical creation and transfer of value.  Adopting this perspective of value creation requires that traditional marketing functions and concepts such as pricing, product development, distribution, brand management, and sales are not merely seen as mechanisms for advancing company wealth, but are, more importantly, powerful tools capable of expanding customer benefits while preserving  societal well-being. This perspective begins with an understanding of customer thinking and value assessment, and ends with an analysis of how these needs can be most effectively satisfied through the marketing process. This is the COIN Pathway Foundation course. Prerequisite: BCOR 3510 and MRKT 3512. 4 semester hours.

  • This course will immerse students in the fast-changing world of the advertising and branding industry through on-campus and off-campus exposure to industry professionals and real-life branding and advertising challenges. Throughout the course, students will work with and learn from professionals in the thriving creative and tech community. Course emphasis is on developing students' skills in creativity, collaboration, critical thinking, and communication. Content covered in the sessions includes advertising agency structure, the creative process, brand planning, media planning and strategy, the user experience, online and social media, presentation skills, and content creation. This is the M-School Pathway Foundation course. Prerequisite: BCOR 3510. 4 semester hours.

  • Think about your favorite companies and their brands. What is it about them that makes them connect with you? That's what this course is all about—learning about the brand planning and strategy process. This course offers a comprehensive look at where strategic planning takes place within the overall advertising process. In doing so, it will focus on the 4Cs of strategic planning: the Company, Competition, Consumers, and (product or service) Category. It will also examine ways to develop effective campaign strategy, including knowing the product inside and out, knowing your brand's DNA, understanding your target audience, and generating insights. In addition, the course covers important branding and consumer behavior fundamentals central to the success of account strategy. This is the M-School Pathway Foundation course. Prerequisite: BCOR 3510. 4 semester hours.

  • Who are you? What makes you tick?  What are your values? What do you stand for? What gets you out of bed in the morning? What is your gift to the world? What makes you happy? And then, how will you bring you—the best you—to the job market? How will you stand out from the herd of a thousand “me too” resumes, LinkedIn profiles and job candidates all telling the same “me too” stories and making the same “me too” mistakes? Freaked out? Don’t be, because over the course of three weekends, this 1-credit workshop will utilize and apply the latest brand management principles and approaches to help guide, understand, articulate and execute your own personal brand - Brand You. This is an M-School Pathway Elective course. Prerequisite: BCOR 3510. 1 semester hour.

  • 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. (See BLAW 3270.) This is a COIN Pathway Elective course and a MA Pathway Elective course and an A-LIST Pathway Elective course. Prerequisites: BCOR 2210 and BCOR 3510. 4 semester hours.

  • This course is designed to introduce students to the field of advertising and promotion in an applied fashion. The emphasis in this course will be on the role of advertising and other promotional mix elements in the integrated marketing communications program (IMC) of an organization. The development of an integrated marketing communications program requires an understanding of the overall marketing process, how companies organize for advertising and other promotional functions, customer behavior, communications theory, and how to set goals, objectives, and budgets. Attention will be given to the various IMC tools used in contemporary marketing including advertising, direct marketing, digital and interactive marketing, social media, sales promotion, publicity and public relations, and personal selling. Students will examine the process by which integrated marketing communications programs are planned, developed, and executed as well as the various factors and considerations that influence this process. Students will also examine the environment in which advertising and promotion takes place and the various regulatory, social, and economic factors that affect an organization's IMC program. This is a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517. 4 semester hours.

  • Cross-platform content creation is the process by which marketing content is created to tell a brand's story (branded content) across the myriad digital, social, and traditional media. That's what this course is all about—immersing students in content creation and the distribution of that content across multiple forms of media (branded websites, YouTube, Facebook, Instagram, Snapchat, branded mobile apps, television, pop-up stores, and more). In doing so, this course offers a comprehensive look at 360˚ cross-platform content creation and how it fits within brand strategy. The course focuses on the foundations of content-based narratives and storytelling. The course examines ways to develop effective marketing and branded content through the lens of storytelling. The semester project involves the creation of content across different media platforms (cross-platform content) to tell a specific organization's story. This is an M-School Pathway Required course. Prerequisite: BCOR 3510. 4 semester hours.

  • The U.S. economy is now dominated by the retail and services sectors. Moreover, understanding and strategically managing customer service is now becoming a critical determinant of business success or failure. Yet, most business school courses have traditionally focused on the manufacturing sector of the economy. This focuses on the marketing of service or retail businesses involving methods, strategies, and analytical tools that are distinct from those used in other areas of business. At the same time, the successful marketing of services and the delivery of excellent service are critical elements in the achievement of customer satisfaction and thus the long-term success for virtually all organizations. The purpose of this course is to provide students with an understanding and appreciation of retail and services marketing as separate and distinct areas of marketing thought and practice, their critical roles in contemporary competitive markets, and the tools and strategies necessary for managing successful enterprises in these areas. This course is designed for students who anticipate working in retail or service businesses, or who wish to better understand how these forms of businesses are managed. The course will discuss an overarching philosophy that stresses the importance of the integration of the marketing, analytics, human resources, and operations functions within the service and retail systems. This is a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517. 4 semester hours.

  • The course focuses on creating and estimating analytical models for acquiring customer insights. Students will understand how to uncover customer preferences using regression models, multinomial logit models, discrete choice models, conjoint analysis, preference mapping, and TURF analysis. Students will identify market segments using agglomerative and k-means clustering procedures as well as finite mixture models, and describe segments using t tests and analysis of variance models. The course further includes optimization analyses informing pricing strategies and decisions. Students will learn to communicate results, strategic insights, and recommendations, in both oral and written form. This is the MA Pathway Foundation course. Prerequisites: BCOR 3510 and MRKT 3512. 4 semester hours.

  • Because of the rapid growth and influence of advertising technology and online/social media, to remain relevant, brands must create, monitor, and adjust their message and media not by the month but by the day, by the hour, even the fraction of a second. To effectively reach and engage individuals, brands need to be agile and adapt in real time to how consumers react and respond to advertising and promotional content. This course will provide students the perspectives and tools to develop paid search (search engine optimization, or SEO) and both paid and organic social media strategies that are effective, cost efficient, adaptive, and measurable. Through this course, students will learn how analytics (monitoring, measuring, and interpreting online and social data) helps companies, brands, and organizations to better evaluate advertising and marketing performance. This is an M-School Pathway Required course. Prerequisite: BCOR 3510. 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. This is an A-LIST Pathway Elective course and a COIN Pathway Elective course and aw MA Pathway Elective course. Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517; or permission of the Instructor. 4 semester hours.

  • This course provides an in-depth analysis of competition and competitive strategy in the context of business from both theoretical and applied perspectives. Whereas numerous business classes discuss competitive environments, this course focuses exclusively on theories and strategies that can be used to achieve and enhance competitive advantage in the business marketplace. Competitive models, strategic metaphors, and concepts from game theory are explored in detail. Most importantly, the notions of competitive evolution and interdependence are emphasized and extensively explored. These concepts are then illustrated as they are commonly applied in the business world to enhance an enterprise's market position. Additionally, the great dangers of applying "cookbook strategies" or off-the-shelf solutions to competitive situations are explained and illustrated. This is a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and  MRKT 3516 or MRKT 4517. 4 semester hours.

  • Customer relationship management (CRM) is an emerging business strategy paradigm that focuses on the systematic development of ongoing, collaborative customer relationships as a key source of sustainable competitive advantage. CRM represents a fundamental change in approach from traditional marketing; the goals shift from market share to share of customer. Operating under the assumption that competitive advantage is often gained through building customer equity, this course introduces the theory and practical implementation of customer relationship management strategies using marketing databases. Topics include: fundamentals of CRM strategy, customer profiling, measuring customer life-time value, customer profitability analysis, customer loyalty programs, and CRM technology overview. This is an MA Pathway Required course and a COIN Pathway Elective course. Prerequisites: BCOR 3510 and MRKT 4517 or MRKT 3516. 4 semester hours.

  • Creative brand management lies at the intersection of three areas: 1) creative and innovative problem solving, 2) deep insights with respect to culture, trends, and technology, and 3) developing and managing brands that have deep conviction (e.g., BMW), confidence (e.g., Apple), and great founder DNA that are purpose-driven (e.g., TOMS). In this course, students will develop a tolerance and ability to thrive in the face of ambiguity; learn to survive and thrive in times of change; learn to leverage timeless approaches to creatively managing brands and solving problems; develop foundational tools to build and grow relevant, purpose-driving brands; and cultivate their own personal brands. This is an M-School Pathway Required course. Prerequisite: BCOR 3510. 4 semester hours.

  • The transition from college to a career in advertising can be a difficult adjustment for many students. Even with internship experience, the expectations of how to work & thrive in a professional environment aren’t usually clear. This course is designed to provide a real-world and real-time look at the world of advertising and account management roles (for many agencies account management is the widest point of entry), and help give students a better understanding of what to expect, and what is expected of them as account managers. The course materials draw on recognized best practices in the industry along with the personal experience of the instructors, who have spent their careers at some of the world' s best advertising agencies. Students will learn not only what it means to be a professional, but also the fundamentals on how to survive and thrive during their first year as an account manager. This is an M-School Pathway Elective course. Prerequisites: BCOR 3510. 1 semester hour.

  • 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. This is an A-LIST Pathway Elective and a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517. 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. This is an A-LIST Pathway Elective and a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517. 4 semester hours.

  • An examination of the sales function, encompassing the broad range of methods that sales professionals may employ to build marketing relationships. Steps in the selling process will be explored, including techniques for engaging customers, identifying needs, handling objections, negotiating, requesting orders, and developing and maintaining long term relationships. A particular emphasis will be placed on the role of technology in contemporary sales activities. This is a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and  MRKT 3516 or MRKT 4517. 4 semester hours.

  • This course offers a comprehensive look at the fast-changing world of online and social media analytics and its applications to marketing and branding. Students will focus on some of the largest platforms (Facebook, YouTube, Instagram, and Twitter) as well as emerging platforms such as Snapchat. The course will examine how social media are used in developing successful brand-consumer interactions and engagement. Students will learn about and analyze current social media strategies and best-practice applications. In addition, students will tap into important branding and consumer behavior fundamentals that are central to the success of social media strategy. There is also a semester-long team project involving the development and execution of your very own social media campaign. Prerequisites: BCOR 3510 and MRKT 4517. 2 semester hours.

  • The purpose of this course is to examine the status of modern consumer culture and specifically the influence of brands, celebrities, and the arts on consumer behavior and marketing strategy. In this course, specific aspects of 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 defined by brands, art, and celebrity will be analyzed. This is an A-LIST Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 4517. 4 semester hours.

  • The development of new products represents one of the most promising avenues by which firms can maintain and expand their market position in today's dynamic markets. The course provides a practical introduction to the process of designing and marketing new products covering the major phases of product development and launch. Critical steps in the new product development process will be discussed in detail, including: opportunity identification and analysis, concept development and testing, product design and pre-market testing and forecasting, and the management of the product launch. The focus of this class is upon the marketing function. Thus, the class will concentrate on market measurement, the use of that information to develop the benefit targets for the new product, and the ultimate development of marketing mixes (product, price, place, promotion) that will improve the chances for success. The class will provide techniques that combine the marketing function with the functions of R&D, design engineering, and manufacturing. The course will be important to students who aim to work directly in brand or product management as well as those whose interests are in general management and consulting. This is a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and  MRKT 3516 or MRKT 4517. 4 semester hours.

  • Increasingly, brands represent some of the most valuable assets of businesses. In many cases, brand value dominated the appraisal of businesses by Wall Street. Further, while many business processes and strategies can often by quickly duplicated by rivals, brand value generally takes years to cultivate and is typically resistant to appropriation. As a result, product differentiation through branding represents one of the strongest forms of competitive leverage. This course is designed to blend the theory and strategy of branding in such a way as to provide insights into concepts and strategies for creating, developing, and managing brand value. Branding will be examined as it applies to goods, services, organizations, regions, nations, and ideas and individuals. Aspects of assessing brand value will also be covered. This is a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and  MRKT 3516 or MRKT 4517. 4 semester hours.

  • The Strategic Marketing Decision Making course deals with concepts, tools, methods, and applications of modeling and decision-making to address important marketing issues such as pricing, segmentation, positioning, forecasting, new product design and development, sales force, and promotion planning. This capstone course is aimed at providing students, as future marketers and managers, with the set of tools and skills needed to make intelligent and critical use of marketing data. It is also aimed at providing the background needed to begin employment in a marketing analytics position in a company, consulting firm, or research supplier. This is the MA Pathway Capstone course. Prerequisites: BCOR 3510, MRKT 4517, and MRKT 4527. 4 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. This is an A-LIST Pathway Elective course. Prerequisites: BCOR 3510 and MRKT 3513. 2 semester hours.

  • In the business market, the customers are organizations (e.g., businesses, governments, and institutions), and these customers represent a huge market opportunity. While we think of companies like Procter & Gamble, Sony, or Ford as sellers, they are also organizational buyers that annually purchase enormous quantities of raw materials and manufactured component parts; they purchase supplies and business services regularly to support operations, and they make large investments in building, equipment, and information technology. It's important to know that building and maintaining a close relationship with an organizational buyer require careful attention to details, meeting promises, creativity, and swiftly responding to changing demands. This is a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and  MRKT 3516 or MRKT 4517. 4 semester hours.

  • This course takes a look at the front-end functions of marketing planning, logistical planning, business relationships, networking, and the marketing benefits of business collaboration inherent in the dynamic channels of distribution used in a global business environment. This is a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and 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. This is an A-LIST Pathway Elective course and a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517. 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? This is an A-LIST Pathway Elective course and a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and MRKT 3513 or MRKT 3516 or MRKT 4517. 4 semester hours.

     

  • This course provides a comprehensive framework for the development of competitive marketing strategies that achieve organizational objectives and build competitive advantage. It teaches students the fundamentals of strategic analysis and strategy development within the context of the global business environment. The course emphasizes the major analytical, ethical, and strategic frameworks of marketing, as specifically implemented within the complex contemporary conditions of global business relationships and activities. The course incorporates experiential learning, case studies, and a simulation project. College of Business Administration students only. This is a COIN Pathway Elective course and a MA Pathway Elective course. Prerequisites: BCOR 3510 and 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. This is an A-LIST Pathway Elective course and a COIN Pathway Elective course and a MA Pathway Elective course. 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. This is the A-LIST Pathway Capstone course. Prerequisites: BCOR 3510 and MRKT 3513. 4 semester hours.

  • There is an increasing desire and need for enterprises to more clearly link marketing activities to financial returns and other broader measures of performance, such as sustainability and quality of life. Doing so requires not only technical and analytic capabilities but also new cross-functional platforms, business routines, organizational structures, and planning processes. By developing such competencies, business enterprises will be positioned to make decisions that reflect the "voice of the consumer/customer" and lead to improved short- and long-term financial performance, as well as other elements of the triple bottom line, such as sustainability and quality of life. This course explores how (and why) the functions of Marketing, Insights/Analytics, Finance, and IT can work together to achieve improved business and societal results. This is the COIN Pathway Capstone course. Prerequisites: BCOR 3510 and MRKT 3516. 4 semester hours.