Marketing Principles
MRKT 310 | 3 Credits
Course Desc: A foundational study of the marketing principles followed to create, communicate, and deliver value for customers. Focus is on the pivotal role of value and customer satisfaction in marketing. Discussion covers strategies, tactics, and all the major components of the marketing process. Students may receive credit for only one of the following courses: BMGT 350, MGMT 322, MRKT 310, or TMGT 322.
Digital Marketing Principles
MRKT 311 | 3 Credits
Course Desc: An introduction to the various types of digital marketing and the skills needed for each type. The aim is to recognize the various stages in the customer journey and marketing funnel. Discussions explore developing a unique value proposition and assessing the contribution of a SWOT (strengths, weaknesses, opportunities, threats) analysis to a marketing plan. Projects involve developing a digital marketing plan that includes designing a digital strategy to create and deliver value to consumers in a digital world.
Nonprofit Marketing
MRKT 314 | 3 Credits
Course Desc: Prerequisite: MRKT 310. An overview of the key issues of marketing in a nonprofit organization. The aim is to develop marketing plans that maximize exchange relationships with multiple stakeholders. Topics include the application of marketing-mix principles. Projects include researching and writing a grant proposal. Students may receive credit for only one of the following courses: BMGT 398B or MRKT 314.
Integrated Marketing Communications
MRKT 354 | 3 Credits
Course Desc: Prerequisite: MRKT 310 or MRKT 311. A study of the integration of marketing communication strategies to coordinate the marketing mix's components and achieve harmony in messages to customers and other stakeholders. Emphasis is on leveraging various digital tools to achieve customer-centered marketing communications objectives. Topics include the variety of communication modalities encompassed in an integrated marketing communications plan:, digital media (including search, display, and social media), traditional advertising, personal selling, sales promotion, public relations, and direct marketing.
Email Marketing
MRKT 356 | 3 Credits
Course Desc: Prerequisite: MRKT 310 or MRKT 311. A study of email marketing techniques as essential components of an effective marketing strategy. The goal is to design email marketing campaigns. Topics include the fundamental concepts of email marketing, legal and privacy regulations, email automation, and the evaluation of success in email campaigns.
Managing Customer Relationships in Digital Marketing
MRKT 394 | 3 Credits
Course Desc: Prerequisite: MRKT 310 or MRKT 311. An examination of customer relationship management (CRM) from strategic, operational, and analytical perspectives through the engagement of marketing, sales, and customer service functions with prospective and acquired customers. The goal is to build customer relationships and business processes through effective CRM strategy development and execution. Topics include integrating people, technology, and analytics to effectively bring valued solutions and knowledge to customers and profitable relationships to organizations.
Consumer Behavior
MRKT 410 | 3 Credits
Course Desc: Prerequisite: MRKT 310. A study of the increasing importance of understanding consumers in the marketing system. The objective is to assess internal, external, and situational factors in developing marketing strategies; apply internal factors to market segmentation; and formulate marketing-mix strategies. Discussion covers the foundations of consumer behavior (such as economic, social, psychological, and cultural factors) and the influence of well-directed communications. Consumers are analyzed in marketing situations as buyers and users of products and services and in relation to the various social and marketing factors that affect their behavior. Students may receive credit for only one of the following courses: BMGT 451, CNEC 437, or MRKT 410.
Consumer Behavior in Digital Media
MRKT 411 | 3 Credits
Course Desc: Prerequisite: MRKT 310 or MRKT 311. A study of consumer behavior covering what happens before, during, and after the point of purchase with an emphasis on the role of digital media. The objective is to gain insight into how digital media affects consumer choices and behavior. Discussion examines how consumers interpret information received from different sources and how the opinions of other people and groups influence purchase decision making. Topics include consumer behavior, persuasive communications in digital formats, data privacy, and consumer rights.
Marketing Research
MRKT 412 | 3 Credits
Course Desc: Prerequisite: MRKT 310 or MRKT 311. A study of the specialized field of marketing research as it is used to identify market needs, profile target markets, test promotional efforts, and measure the effectiveness of marketing plans. The goal is to assess marketing research needs, design and implement a marketing research plan, and use results to formulate marketing strategies. Discussion covers procedures for planning survey projects, designing statistical samples, tabulating data, and preparing reports. Emphasis is on managing the marketing research function. Students may receive credit for only one of the following courses: BMGT 452 or MRKT 412.
Global Marketing
MRKT 454 | 3 Credits
Course Desc: Prerequisite: MRKT 310. An in-depth study of marketing principles as they relate to the global marketplace. The aim is to apply marketing principles and strategies to a global organization and markets. Discussion covers the influence of internationalization on the U.S. economy, the competitive pressures on the intensifying global markets, and the development of marketing plans tailored to reach international and global markets. Topics also include the political, economic, legal, regulatory, and sociocultural trends affecting international marketing; the dynamic environments in which global marketing strategies are formulated; and the challenge of implementing marketing programs leading to competitive advantage.
Social Media Marketing
MRKT 458 | 3 Credits
Course Desc: Prerequisite: MRKT 310 or MRKT 311. An introduction to social media marketing to increase brand and product exposure and cultivate meaningful relationships with consumers. The aim is to engage with consumers to create an interactive, relevant conversation as part of a dynamic marketing strategy. Discussions explore the current benefits and advantages of social media strategies and campaigns. Projects involve developing social media posts, using best practices for target markets, and evaluating successful campaigns.
Workplace Learning in Marketing
MRKT 486A | 3 Credits
Course Desc: Prerequisites: 9 credits in the discipline and prior program approval (requirements detailed online at www.umgc.edu/wkpl). The integration of discipline-specific knowledge with new experiences in the work environment. Tasks include completing a series of academic assignments that parallel work experiences.
Workplace Learning in Marketing
MRKT 486B | 6 Credits
Course Desc: Prerequisites: 9 credits in the discipline and prior program approval (requirements detailed online at www.umgc.edu/wkpl). The integration of discipline-specific knowledge with new experiences in the work environment. Tasks include completing a series of academic assignments that parallel work experiences.
Strategic Marketing Management
MRKT 495 | 3 Credits
Course Desc: (Intended as a final, capstone course to be taken in a student's last 15 credits.) Prerequisites: MRKT 354, MRKT 410, and MRKT 412. A study of marketing that integrates knowledge gained through previous coursework and experience in marketing and builds on those concepts through integrative analysis, practical application, and critical thinking. The aim is to manage the marketing process, perform root cause analysis, formulate alternative solutions, and propose marketing strategies and tactics. Emphasis is on the use of appropriate decision models. Topics include the analysis of consumers and markets. Discussion also covers emerging issues. Students may receive credit for only one of the following courses: BMGT 457 or MRKT 495.
Marketing Management
MRKT 600 | 3 Credits
Course Desc: An introduction to marketing management techniques. Emphasis is on achieving an organization's marketing objectives by creating value for individual consumers and organizational customers. Discussion covers planning, decision making, marketing goals, and metrics. Topics also include consumer behavior, competitive strategies, marketing communications (e.g., advertising, digital marketing), marketing research, pricing, and distribution.
Legal and Ethical Issues in Marketing
MRKT 601 | 3 Credits
Course Desc: An overview of the legal and ethical environment of marketing. Topics include consumer privacy, ethical responsibilities, fair advertising, free speech, global marketing, intellectual property, and regulatory issues.
Consumer Behavior
MRKT 602 | 3 Credits
Course Desc: A study of the cognitive and behavioral bases underlying consumers' buying preferences and decision processes, intended for managers and administrators who have to evaluate the efficacy of the firm's marketing plan. Emphasis is on the role of the communications strategy (for example, advertising, promotion, public relations) in achieving the overall marketing objectives.
Brand Management
MRKT 603 | 3 Credits
Course Desc: A presentation of the concepts and techniques for creating and selecting marketing strategies for an organizational unit that survives on its ability to provide products and services to other organizations. Discussion covers trends toward a "marketing culture" in both public and private institutions and the implications that this change has for all managers and administrators. Emphasis is on the role of brand equity in achieving a sustainable competitive advantage.
Marketing Research and Analytics
MRKT 604 | 3 Credits
Course Desc: Prerequisite: MGMT 650. A study of marketing research methods. Focus is on identifying marketing problems and opportunities and developing data-based approaches to generate, refine, and evaluate marketing actions. Topics include designing market research strategies, understanding customer data analysis techniques and their application to real-world marketing problems, and evaluating the managerial implications of analytical results.
International Marketing Management
MRKT 605 | 3 Credits
Course Desc: An overview of the fundamentals of marketing and marketing management, presented in the context of competitive global environments and diverse national economies. Topics include demand analysis, product development, product pricing, marketing organization, foreign representation and distribution systems, promotion, advertising, and sales and service. Review also covers regulatory issues as they relate to international marketing.
Digital and Direct Marketing
MRKT 606 | 3 Credits
Course Desc: Prerequisite: MGMT 650. A study of various methods and techniques used in digital and direct marketing. Focus is on assessing customer needs to better use social and digital techniques and other tools in the context of a comprehensive digital marketing strategy. Discussion covers digital analytics concepts and their role in developing optimized digital insight-driven marketing strategies as well as traditional direct marketing methods to promote customer engagement and deploying multiple marketing channels to enhance customer relationships. Topics include search engine marketing, digital content marketing, mobile marketing, database marketing, direct mail, telemarketing, and email marketing.
Marketing Management, Legal and Ethical Issues
MRKT 620 | 6 Credits
Course Desc: An introduction to marketing management techniques and the legal and ethical environment of marketing. Discussion covers planning, decision making, marketing goals, and metrics. Emphasis is on achieving an organization's marketing objectives by creating value for individual consumers and organizational customers. Topics include consumer behavior, competitive strategies, marketing communications (e.g., advertising, digital marketing), marketing research, pricing, and distribution. Legal and ethical topics include consumer privacy, ethical responsibilities, fair advertising, free speech, global marketing, intellectual property, and regulatory issues. Students who receive credit for MRKT 620 may not receive credit for MRKT 600 or MRKT 601.