MARKETING COURSE STUDENT LEARNING OUT COMES

Overview of marketing concepts and practical applications including considerations in designing effective marketing programs. Through a mix of lectures, discussions, and/or projects, students will understand the scope, the process, and the role of marketing in business firms and non-profit organizations.

Student Learning Outcomes:
Infer the importance and role of marketing in a global environment. Describe the scope and process of marketing. Explain the importance of ethical marketing practices. Describe the elements of a marketing strategy. Analyze how marketing mix decisions are made.

Explores competencies associated with personal and professional success. Topics may include how to communicate effectively, how to work well with others, how to set goals, and how to use influence to achieve those goals.

Student Learning Outcomes:
Demonstrate ability to work well with others Produce effective written communications. Deliver effective oral presentations. Demonstrate leadership skills.

Advanced concepts and analysis with a strategic focus on developing marketing plans and programs. Focus on marketing decisions in a globally competitive environment concerning market segmentation, targeting, and positioning. Covers the core marketing management concepts within a strategic framework.

Student Learning Outcomes:
Demonstrate an understanding of fundamental concepts of marketing. Identify the scope of marketing covering different functions of a marketing manager. Identify ethical and legal implication of marketing decisions. Analyze global business opportunities and its implications on a firm’s marketing strategy. Apply the conceptual knowledge and analytical tools to systematically analyze and solve marketing problems. Make both strategic and tactical marketing decisions. Communicate the detailed analysis of marketing problems and alternative solutions in both verbal and written presentation of their reports. Integrate various elements of marketing to develop a marketing plan.

Students develop abilities to communicate effectively; write and revise business documents and work to understand communication in business environments and cross-cultural settings; fulfills Writing II for transfer students who have completed an approved transfer program without a second composition course.

G.E./G.R. Area Satisfied: University Writing Skills Requirement
Student Learning Outcomes:
Identify the elements of the business communication process. Use business English clearly, concisely, and correctly. Write professional and effective business documents, including memos, email, letters, and reports. Complete a variety reading and writing tasks that incorporate subject-matter knowledge – Demonstrate subject-matter knowledge appropriately following professional business communication standards. Adjust their writing for different audiences, showing awareness of expectations for academic writing in general and adhering to appropriate business communication conventions. Demonstrate critical thinking and logical reasoning in the development and organization of ideas in written texts. Take into account multiple perspectives and key disciplinary concepts when making an argument for their ideas in writing. Revise their writing in response to feedback in order to improve development, clarity, coherence, and correctness. Deliver effective business presentations. Identify and apply effective employment interviewing strategies. Use business communication technologies. Recognize and appreciate cross-cultural business communication issues. Identify and apply effective small group behavior strategies.

See G.E./G.R. Learning Outcomes

Marketing research process. Topics include problem formulation, research design, research instrument development, data collection and analysis, and report writing and presentation. Students implement marketing research techniques through assignments and/or projects.

Student Learning Outcomes:
Demonstrate an understanding of the role and process of research in making marketing decisions. Apply skills and techniques in designing data collection instruments including surveys. Apply skills in collecting and coding primary data. Analyze marketing research information to guide managerial decisions. Utilize the appropriate statistical software for data analysis. Communicate marketing research results in both oral and written form. Integrate knowledge, skills, and techniques of marketing research in a marketing research project.

Marketing analytics metrics and models. Understand how to use data to approach marketing issues analytically. Topics include resource allocation analytics, product analytics, marketing-mix analytics, customer analytics, and digital analytics. Quantitative techniques enforced through case-based learning.

Student Learning Outcomes:
Identify and explain how big data and analytics can be used in marketing applications. Critically evaluate marketing issues systematically and analytically. Combine conceptual marketing knowledge and analytical tools to solve marketing problems. Interpret analytical results to make optimal marketing decisions, such as those related to market segmentation, targeting, competitive analysis, and product design. Assess and justify marketing strategies using quantitative evidence. Present data analysis methodology, results, and marketing implications in verbal and written forms.

Major concepts, theories, and applications of consumer behavior. Focus on the “why” of marketing- why consumers prefer certain products and services to other alternatives and the techniques that marketers use to understand and influence consumer’s needs and wants.

Student Learning Outcomes:
Identify the scope of consumer behavior and understand its dynamic nature.  Demonstrate an understanding of fundamental concepts and theories in consumer behavior. Examine how individual characteristics, social and cultural factors, and situational factors influence the consumption process. Describe the different consumer decision processes and understand when to apply the appropriate process. Build data collection instrument(s) to collect and analyze primary data. Communicate the detailed analysis of consumer product or service choice in both verbal presentation and written report.

Introduction to the internship experience; integration of the academic program with career aspirations; emphasis on internship readiness and preparation for professional success.

Student Learning Outcomes:
Varies.

Development of organizational image campaigns by identifying corporate culture, corporate image, intra-organizational goals. Determining media strategies, tactics, and tools for lobbying, trade organization relations, press agentry, publicity, internal communications, and public opinion research included in the context of social responsibility. 

Student Learning Outcomes:
Identify major functions of organizational communication departments within corporations. Identify the design of a corporate communication strategic model. Recognize and identify special communication functions such as consumer, investor, government, media, etc. Recognize the importance of primary constituents of an organization. Appreciate the value of communicating effectively for planning purposes. Define and identify the impact of communication technologies on image and identity and reputation management. Implement problem-solving strategies associated with crisis communication.

Product concept evaluation, optimal product design, test marketing, market segmentation, product planning, service delivery, failure, and recovery, service quality, branding elements, brand equity, and strategic branding.

Student Learning Outcomes:
Demonstrate an understanding of fundamental concepts related to product, service, and brand. Identify the difference between services and physical goods and understand how such differences translate into strategic direction. Understand what quality means in service delivery and how perceptions of service quality are developed by customers. Evaluate new product or service ideas. Analyze dynamic business opportunities and their implications on a firm’s product, service, and branding strategy. Communicate analysis of product/service and branding problems and alternative solutions in both verbal presentation and written report.

The sales process, the relationship between sales and marketing, sales force structure, customer relationship management, use of technology to improve sales force effectiveness, and issues in recruiting, training, motivating, compensating and retaining salespeople.

Student Learning Outcomes:
Describe/explain the important and critical aspects of professional sales including its planning and staffing, structure, and evaluation. Construct a sales force management strategy to effectively manage and motivate a professional B2B sales force from the perspectives of a sales manager (authority) and a marketing manager (influence). Discuss the sales process, the relationship between sales and marketing, sales force structure, customer relationship management (CRM), use of technology to improve sales force effectiveness, and issues in recruiting, selecting, training, motivating, compensating and retaining salespeople. Examine the elements of an effective sales force as a key component of the organization’s total marketing effort. Apply the theories that are discussed through an interactive project worked on throughout the course. 

Managing the firm’s promotion functions including advertising, personal selling, sales promotions, and public relations. Topics include: defining the market, setting advertising and promotion goals and budgets, developing message strategy and media plan, evaluating campaigns.

Student Learning Outcomes:
Analyze a firm’s marketing and promotional situation. Describe the implications of current trends in advertising and promotion. Apply marketing communications functions such as advertising, direct marketing, personal selling, sales promotion, and public relations. Construct an advertising and promotion plan that reflects an integrated marketing communications (IMC) perspective.

Use of digital and social media in the marketing of goods and services. Topics include: the relevance of emerging digital technologies to marketing activities, the problems and opportunities that digital marketing activities pose for the marketing managers. 

Student Learning Outcomes:
Describe key digital and social media marketing concepts. Evaluate the digital marketing context: digital marketing business models, performance metrics, and role of strategic planning. Analyze the environmental factors that may affect the effectiveness of digital marketing activities. Apply the knowledge, concepts and tools of digital and social media in making marketing decisions.

International marketing concepts and applications including environmental and other factors that impact global marketing practices.  Through a mix of lectures, cases, and/or projects, students will understand the role of culture in developing an international marketing strategy. 

Student Learning Outcomes:
Describe the differences between domestic marketing and international marketing. Discuss how culture affects marketing abroad. Explain the additional considerations in doing global marketing compared to domestic marketing. Describe how marketing decisions are made when there are differences in the political, legal, economic, and cultural environments. Explain the issues confronting multinational companies. Conceptualize global and international marketing strategies. Develop presentation and writing skills. Work as a team.

The role of marketing in new ventures. Focuses on learning a conceptual framework for understanding customers, designing appropriate marketing activities, making marketing decisions and addressing marketing problems in building a new venture.

Upon successful completion of this course, a student will be able to:

• Demonstrate an understanding of basic marketing concepts in new venture settings.
• Examine how marketing tools and processes can enable entrepreneurs to realize the full potential of their ideas.
• Analyze and evaluate appropriate marketing strategies and practices to achieve unique marketing objectives for early-stage companies such as customer acquisition and retention.
• Construct a marketing plan for a new venture.

This course provides an introduction to the fundamentals of social and digital media analytics. Topics include: social and digital media landscape and common metrics, social listening, social and digital media data analysis, interpretation and application.

Upon successful completion of this course, a student will be able to:

• Demonstrate an understanding of the role and structures of social and digital media conversations in the context of marketing.
• Examine methodologies for social and digital media data collection and its implications.
• Evaluate key metrics used for analyzing social and digital media campaigns.
• Identify trends and insights in social and digital media data.

Integrate major themes in core and elective marketing courses. Topics include segmentation, targeting, positioning, differentiation, and other strategic considerations. Focus is on how to create, gain support for, and execute marketing plans that build strong and enduring businesses.

Student Learning Outcomes:
Understand the strategic implications of segmentation, targeting, and positioning. Analyze dynamic business opportunities and their implications on a firm’s marketing strategy. Identify sustainable core competencies and key competitive advantages. Develop a marketing plan incorporating the segmentation, targeting, and positioning elements. Communicate evidence and rationale for the marketing plan in both verbal presentation and written report. Recommend appropriate solutions to identified strategic problems.

In-depth coverage of procedures for setting up new businesses and of problems confronting managers during the critical start-up period.  Uses cases, situational analyses, and projects.

Student Learning Outcomes:

• Understand the development of entrepreneurship as a field of study and as a profession.
• Understand the creative process of opportunity identification and screening.
• Be aware of the importance of innovation in the creation of sustainable competitive advantage.
• Use business models, pro-forma statements and cash flow projections to understand venture processes.
• Use a number of techniques to test a business model to ensure its viability.
• Describe a new business in a well-written venture plan.
• Understand the reasons for a choice of legal formation.
• Identify and source the necessary financial and non-financial resources available for a new venture.
• Develop a personal model showing the critical path to start-up.
• Understand the importance of building a support network for the new venture.
• Identify and implement systems for collecting and analyzing information to monitor the performance of a new firm.
• Demonstrate entrepreneurial abilities and capacity in an entrepreneurship portfolio.

Student consultant teams assisting small businesses; responsibilities include reviewing performance; isolating problems; researching solutions; presenting oral analysis to class; preparing written reports for business.

Student Learning Outcomes:
 

• Understand the entrepreneurial process.
• Use the Lean Startup Canvas and/or Business Model Canvas to determine feasibility of a venture idea.
• Define implementation of a minimum viable product (MVP).
• Build a website for the company and/or prototype of the product.
• Build a pitch deck for the company (PPT or Prezi presentation).
• Pitch a startup in writing and orally in a succinct manner .
• Write and/or update a business plan
• Form a new corporation and establish its ownership and governance
• Contribute as a team to plan, lead, organize, and control product and service development

Independent study under the supervision a department faculty member.

Student Learning Outcomes:
Varies.

Selected topics emphasizing the integration of marketing literature with current business practices through seminar discussions and individual field investigations.

Student Learning Outcomes:
Critically analyze the selected marketing issues. Apply marketing concepts and strategies to the analysis of a variety of marketing issues. Identify the forces that shape how marketing decisions are actually made.

Upon successful completion of the course, a student will be able to:

• Varies depending on topic selected.

Provides students with tools to evaluate and undertake marketing research projects. Demonstrates how research applies to marketing strategy, advertising, globalization, and product development. Emphasizes practical experience in planning and implementing marketing research for marketing decision making through assignments and/or projects.

Student Learning Outcomes:
Demonstrate an understanding of the role and process of research in making marketing decisions. Identify both print and electronic sources of secondary data. Apply skills and techniques in designing data collection instruments including surveys. Apply skills in collecting and coding primary data. Analyze marketing research information and critically evaluate marketing reports to guide managerial decisions. Apply both qualitative and quantitative marketing-research tools, including the use of SPSS for data analysis. Communicate marketing research results in both oral and written form. Integrate knowledge, skills, and techniques of marketing research in a marketing research project.

Marketing analytics metrics and models. Approach marketing issues analytically; make marketing decisions driven by quantitative evidence. Topics include resource allocation analytics, product analytics, marketing-mix analytics, customer analytics, and digital analytics. Quantitative techniques enforced through hands-on data analysis and case-based learning.

Student Learning Outcomes:
Identify and explain how big data and analytics can be used in marketing applications. Critically evaluate marketing issues systematically and analytically. Combine conceptual marketing knowledge and analytical tools to solve marketing problems. Analyze large datasets using appropriate mathematical models and software. Interpret analytical results to make optimal marketing decisions, such as those related to market segmentation, targeting, competitive analysis, and product design. Assess and justify marketing strategies using quantitative evidence. Present data analysis methodology, results, and marketing implications in verbal and written forms.

Theories, concepts, methods, and empirical findings regarding buyers’ decision making processes and choice behavior from buyers, marketers, and public policy makers’ perspectives. Lectures, discussion research articles, case analysis, and research project emphasized.

Student Learning Outcomes:
Develop an understanding of the decision-making process buyers engage in when buying different types of products. Identify and comprehend the role of different personal, sociological, environmental factors and marketing mix variables that influence consumers’ decision-making process. Apply conceptual knowledge and analytical skills to systematically analyze buyer behavior. Recognize legal and ethical issues related to buyer behavior. Apply the knowledge about buyer behavior in making strategic and tactical marketing decisions.

Pricing strategies, tactics, methods, laws, treatment of costs, effect of sales promotion, consideration of competition and customers for pricing. Lectures, discussion of relevant articles, and analyses of cases and pricing problems emphasized.

Student Learning Outcomes:
Distinguish relevant from irrelevant costs when setting prices. Measure consumers’ price sensitivity, to measure utility of different price levels to consumers and to measure price consumers are willing to pay. Identify different pricing strategies a firm can utilize. Analyze competition for pricing decisions. Apply value based pricing method. Identify the importance of pricing at segment level. Evaluate legal and ethical aspects of pricing decisions.

Concepts and activities that comprise integrated marketing communication, and provides practice in solving marketing communication challenges. Cultivates students’ ability to become strategic decision makers in marketing communications: advertising, public relations, personal selling, sales promotions, and direct marketing.

Student Learning Outcomes:
Upon successful completion of this course, a student will be able to: Describe and apply commonly used promotion and integrated marketing communications (IMC) terms, concepts and tools. Analyze possible consequences of promotion and IMC marketing decisions on company performance and define the role, importance, and limitations of promotion and IMC marketing decisions in influencing company performance. Explain how to develop communications objectives, formulate a creative strategy and design a set of creative tactics for advertising that will best achieve your communication objectives. Explain the strategic role of various media and communication tools in the IMC mix in creating a synergistic, multi-media campaign. Discuss the growing importance of international marketing and the inherent opportunities and challenges. Construct an IMC plan appropriate for a selected product/product portfolio/brand/organization and its target market. 

This course provides an introduction to the theory and practice of interactive and digital marketing. Topics include: social media marketing, online advertising, search engine optimization/marketing, email marketing, mobile marketing, and digital marketing analytics.  

Upon successful completion of this course, a student will be able to:

• Demonstrate an understanding of the impact of digital marketing tactics such as social media, display, search, email and mobile on firm performance and customer relationship.
• Analyze and evaluate appropriate digital marketing strategies and practices used by companies.
• Construct a comprehensive social media marketing plan for a company/organization.
• Design social media strategy and content to achieve certain marketing objectives.
• Evaluate the effectiveness of a digital marketing campaign using appropriate metrics.

Critical marketing activities in new ventures. Focus on identifying potential customers, researching their needs, developing marketing strategy, designing a marketing communication process, and delivering the products/services in new ventures. 

Upon successful completion of this course, a student will be able to:

• Explain marketing frameworks and conceptual tools to explore new venture opportunities.
• Analyze problems to develop the optimal marketing strategy for products and services in new ventures.
• Examine marketing themes such as experimenting in the new venture with a focus on digital marketing and customer management.
• Apply strategies and methods used by early-stage companies to acquire customers and retain them with a focus on customer acquisition cost and lifetime value analysis.

This course provides an introduction to the analytical methods that can be used to convert social and digital media data to marketing insights. Focus on identifying different methods in gathering social and digital media data, applying analytical tools to recognize and explain the significance of patterns in social and digital media data, presenting insights from the data and applying them in marketing decisions.

Upon successful completion of this course, a student will be able to:

• Examine social and digital media landscape and its implications for marketing.
• Evaluate methodologies for collecting social and digital media data.
• Apply methods for analyzing, interpreting, and applying social and digital media data.
• Use social and digital media analytics data to make informed marketing decisions.

Concepts and tools used to develop strategic plans. Key topics include segmentation, targeting, positioning, differentiation, and other strategic considerations. Through case studies, lectures, simulations, and group projects, students acquire managerial insight and expertise in designing effective strategies.

Student Learning Outcomes:
Apply conceptual knowledge, tools, and skills in designing effective marketing strategies; Develop segmentation strategies, targeting strategies, positioning strategies, and differentiation strategies; Identify sustainable core competencies and key competitive advantages; Recognize the environmental factors that may affect marketing strategies; Discuss orally and in writing the strategic plan, the rationale for various strategic decisions, and the constraints; Recommend appropriate solutions to the identified strategic problems.

Independent study under the supervision of a member of the graduate faculty. 

Student Learning Outcomes:
Varies.

Readings, discussion, and research on contemporary and/or significant issues in Marketing. Application of concepts, tools, and techniques associated with a special topic in marketing.

Student Learning Outcomes:
Critically analyze marketing issues. Apply marketing concepts and strategies to the analysis of a variety of marketing issues. Identify forces that shape marketing decisions.