Individual study of a selected problem for qualified students; by arrangement with members of the department. Available only to marketing majors meeting departmental requirements.

Individual study of a selected problem for qualified students; by arrangement with members of the department. Available only to marketing majors meeting departmental requirements.

Individual study of a selected problem for qualified students; by arrangement with members of the department. Available only to marketing majors meeting departmental requirements.

This course examines how brands successfully market health and wellness products, from organic foods and herbal supplements to clean beauty and wellness services. Students will learn about certification labels, sustainability messaging, and cause marketing. They will analyze consumer behavior, evaluate branding strategies, and develop digital marketing campaigns tailored to wellness-conscious audiences. Through case studies and hands-on projects, students will gain practical experience in product positioning, social media engagement, and ethical marketing in the natural and organic industry.

In this course, students are provided with the unique opportunity to apply their business and marketing knowledge to ?real life? business situations. Students act as marketing consultants, by working directly with a professional business advisor to analyze the current marketing strategy of a small business in Western Massachusetts. By working in teams and conducting their own market research, students will develop an updated marketing plan for the business. This course also includes lectures by distinguished guest speakers including small business owners and experts with a wide range of business backgrounds to give students advice on their marketing plans and future endeavors. After taking this course, students will have gained valuable marketing experience, and specifically a better understanding of marketing for small businesses.

In this course, we will discuss strategies for increasing service quality and improving customer satisfaction. Content is relevant for those considering careers within service industries (e.g. hospitality, health, professional services) or businesses that use service as a differentiator.

In this course, we will discuss strategies for increasing service quality and improving customer satisfaction. Content is relevant for those considering careers within service industries (e.g. hospitality, health, professional services) or businesses that use service as a differentiator.

The theory and technology of marketing for non-profit organizations and services. Application of traditional tools, distinguishing services and non-profits from regular marketing situations. Involves substantial case discussion. Prerequisites: MARKETNG 300 or 301

As recent advances in technology have affected nearly every facet of marketing, digitization has revolutionized marketing strategy. Big data, social media networks and new monitoring tools to measure customer journeys are revolutionizing the way consumers and brands engage in online conversations. This course is designed to introduce new theoretical frameworks emerging from digital marketing, covering in detail topics such as search marketing, customer experience analytics, social media marketing, and recommendation systems.

This undergraduate course will provide an overview of multicultural marketing in the United States. In today?s economy, it is widely recognized that the size and growth of multicultural populations is closely linked to successful marketplace performance of businesses. The class will provide an in-depth discussion and perspective on African American, Hispanic/Latino/Latinx, Asian American, Women, LGBTQIA+, people with different abilities and the youth market sectors. The class is structured as a seminar where mini-case studies, book and article readings will be discussed. A semester-long project will also be developed by the students and presented to the class at the end of the semester. When appropriate and available, guest speakers will be invited. At the end of the class, students will understand how to market to these growing segments. They will understand the influence these segments have on marketing and American popular culture, and how that influence diffuses to the mass market. Emphasis will be placed on both theory and practice. Students will be able to link learning from a wide array of business disciplines to see how changes in one area affect the growth of the company as a whole. Thus, this course will require students to apply knowledge across business functional disciplines, theoretical constructs, and practical applications.