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 or MRKT 311. An exploration of the unique challenges and opportunities of marketing within nonprofit organizations. Discussion covers how to apply marketing principles, including strategic planning, branding, public relations, fundraising, and volunteer recruitment, to the nonprofit sector. Topics include the importance of creating a strong brand identity, effectively communicating the organization's mission and values to the public, utilizing various techniques for raising funds, and building relationships with donors.
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 or MRKT 311. 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 or MRKT 311. 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.
Marketing Management Capstone
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 and tools for creating, communicating, and delivering value for customers. Emphasis is on the various stages in the customer journey and marketing funnel, as well as internal and external environments, competition, market segmentation, target market selection, and competitive positioning. Discussion covers planning, decision-making, marketing goals, and metrics. Topics include designing a marketing plan with a digital strategy to create and deliver value to consumers in a digital world.
Consumer Behavior and Customer Relationship Management
MRKT 602 | 3 Credits
Course Desc: Prerequisite: MRKT 600. A study of the consumer decision-making process, including problem identification, information research, evaluation of alternatives, purchase, and post-purchase assessment. Discussion covers the ways perception, motivation, and learning shape consumer choices and the role of digital media and technology in shaping contemporary consumer behavior. Topics include the fundamental concepts and principles of customer relationship management (CRM) and ways to measure and improve customer satisfaction and loyalty through various CRM strategies and techniques. Focus is on how to build customer relationships and business processes through effective CRM strategy development and execution.
Brand Management and Integrated Marketing Communication
MRKT 603 | 3 Credits
Course Desc: Prerequisite: MRKT 600. A study of the role and importance of brands in marketing strategy. Discussion covers the fundamentals of developing a comprehensive brand strategy that aligns with the organization's goals and target audience. Topics include strategies to enhance, protect, and measure brand equity and the role of digital marketing and social media in brand management. The integration of marketing communication strategies to coordinate the marketing mix's components and achieve harmony in messages to customers and other stakeholders is also covered, as are ways to build, maintain, and enhance brand identity and equity through integrated communications efforts.
Marketing Research and Analytics
MRKT 604 | 3 Credits
Course Desc: Prerequisite: MRKT 600. A study of the principles and methods used in marketing research. 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: Prerequisite: MRKT 600. An in-depth study of marketing principles as they relate to the global marketplace. Topics include risks and opportunities in the global market, marketing mix in a global context, global supply chain and logistics, and the use of digital and social media marketing. Focus is on developing optimal marketing communications and global marketing strategies that are sensitive to sociocultural aspects that affect consumer behavior. Emphasis is on compliance with international business regulations and adherence to local ethics and social responsibility mandates.
Digital and Social Media Marketing
MRKT 606 | 3 Credits
Course Desc: Prerequisite: MRKT 600. A study of various methods and techniques used in digital and social media marketing. Discussion covers digital analytics concepts and their role in developing optimized digital insight driven marketing strategies. Topics include search engine marketing, digital content marketing, mobile marketing, database marketing, and email marketing. Focus is on the ways social media marketing promotes consumer engagement as part of a dynamic marketing strategy. Projects involve developing social media posts, using best practices for target markets, and evaluating successful campaigns.
Product and Sales Management
MRKT 608 | 3 Credits
Course Desc: Prerequisite: MRKT 600. A study of how new products are developed and successfully launched in the marketplace. Emphasis is on sustainability practices in product development and subsequent sales and marketing. Topics include product road mapping, Agile and lean production processes, product launch, and product life-cycle management. Sales management topics cover sales strategy, sales metrics and analytics, and effective use of customer relationship management (CRM) tools in the sales processes. Communication and negotiation skills are developed, and compliance with legal and ethical standards is examined.
Marketing Strategy and Planning Capstone
MRKT 670 | 3 Credits
Course Desc: Prerequisites: MRKT 602, MRKT 603, MRKT 604, and MRKT 608. A comprehensive study of marketing that focuses on long-term planning, goal setting, and the alignment of marketing efforts with an organization's overall business objectives. Topics include the development and implementation of strategies to effectively position a company, its products, or its services in the marketplace to achieve a competitive advantage in a legal and ethical manner. Focus is on developing strategic marketing plans that are adaptable and flexible to respond to shifts in consumer behavior, technology, and the competitive landscape.
