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.

The cultural, economic, social, legal, political, or organizational forces that influence multinational marketing operations. Prerequisite: MARKETNG 300 or 301.

This course is designed for students to acquire Professional Selling Skills by utilizing a theory to practice approach. Students will engage in a number of in-class activities designed to strengthen their understanding of the sales process and MASTER the skills needed to EXCEL in today's business world. This course embraces technology and students will be exposed to a wide variety of sales tools during the course of the semester. This course includes a module on Customer Relationship Management (CRM.) Students should expect to participate in a number of highly interactive, in-class exercises (including videotaped sales calls) all of which are designed to help refine and elevate selling skills. There will be opportunities for students to participate in a number of activities outside the classroom to enhance "real world" application of selling skills. These opportunities will be completely voluntary and open to all students in the course.

This course has been designed to introduce students to this new form of advertising & promotion from the perspective of both a brand working with influencers and as someone who wants to become an influencer. Our goals are to thoroughly understand how brands are currently working with influencers, their strategies, risk mitigation and obligations; and to provide the basic concepts of being an influencer including online compliance, contract negotiations and audience development.

The most important asset of a company is its brand, which can be utilized to create a long-term competitive advantage in the market. Therefore, companies invest an ample amount of time and money developing and nurturing their brands. Thus, this course will focus on providing students with the knowledge of fundamental principles of brand management as well as teaching how to define, develop, and apply strategies to manage a brand successfully, and to create, measure, sustain, and grow the brand equity. The topics we will cover in the course falls into 5 key areas: (1) Defining a brand, (2) Developing a brand, (3) Designing and implementing brand marketing initiatives, (4) Measuring and interpreting brand performance, and (5) Managing the growth of a brand.

Development of effective marketing communication strategies based on an understanding of the characteristics of audiences; conceptual material from communications theory applied to advertising and other promotional problems.