Course Listings

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Marketing structure and processes whereby products proceed from the place of production to final use or consumption. Sales management, retailing, foreign trade, advertising, channels of distribution for marketing different types of products, activities of wholesale and retail middlemen and other important marketing institutions, cooperative marketing, market risk, sources of marketing information, price determination, governmental activity related to marketing, cost of marketing, and general critique of market structure.

In today's complex markets, businesses depend on graphic and industrial design to provide a competitive edge. Design helps create value by developing brands, products, and services that evoke deep emotional connections to existing desires and ideals of consumers and employees alike. Through the use of lectures, readings, case studies, and discussions, students learn how designers translate user research, market research, and core competencies into brands and how brands can and should drive the design development of everything from products to marketing, from collateral materials to uniforms, fleet vehicles, environments, and architecture. Students also develop insights into how to use design methodologies to embody ideas more rapidly.

This course examines the importance of coordinating all promotional elements to develop an effective communications program and integrates theory with planning, management, and strategy. Business/marketing approaches are combined with journalistic/communications models. Public relations and advertising, with emphasis on sales promotion, direct marketing, personal selling, and publicity are covered.

This course explores the business of international marketing and "marketing mix" basics in the context of strategies for U.S.-based organizations dealing with various foreign markets. Material may touch on marketing implications of "foreigners" in domestic markets and/or "foreign" products marketed in the U.S. Broad themes include understanding the global environment, such similar and diverse social, economic, and cultural environments, and related "risk" assessments to determine market attractiveness; understanding "international" vs. "global" marketing strategy decision making, such as centralize vs. decentralize, standardize vs. adapt, make ("build") vs. buy, etc.; "marketing mix" issues, such as product and/or service mixes; distribution mix (foreign market entry methods and channels of distribution); promotion mix challenges; pricing mix (implications of foreign exchange rates, inflation rates, price elasticity of demand, shipping and trade terms).

Internet marketing has become a critical component of a marketer's overall strategy. This course focuses on necessary Internet marketing tactics and strategies, enabling marketers to fully leverage the Internet and its various channels in their overall marketing mix. Topics to be covered include the overall Internet advertising landscape, technologies and channels employed, targeting, measurement, and privacy concerns. Additionally, students learn about customer centric marketing, and how new and emerging advertising platforms and technology, including podcasts, blogging, RSS, viral marketing, social networking, online video, virtual worlds, mobile advertising, IP-based television, and rich Internet applications, are being leveraged by marketers today. Students will also develop a comprehensive marketing plan incorporating topics discussed throughout this course. This course, MKTG 390-CN, meets for five Saturdays from 9:00 am to 4:00 pm: 9/26, 10/3, 10/10, 10/17, and 10/24. Its companion course, JRN WRIT 395-CN, meets the following five Saturdays, between November 7 and December 12. In this format, there is no class meeting for either course on Saturday, October 31. Enrollment in both courses is not required.