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 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.

Examination and analysis of factors pertinent to effective product-related decisions by marketing managers; emphasis on development of new products; management of existing product lines; product deletions, and organizational approaches to product management. Prerequisites: MARKETNG 301

Technology is at the center of many valuable marketing tools and practices. For example, marketers commonly use social media, such as Twitter, Youtube, Facebook, and Instagram; and with various technologies, new approaches and principles have emerged, such as permission marketing and inbound marketing. New types, and increased amounts, of data associated with consumer use of technologies has made marketing analytics vital to effective decision making and performance diagnostics and evaluation (e.g., ROI). It is extremely important for marketers to understand how to effectively use these technologies, leverage new approaches and principles, and understand how to analyze and leverage associated data.

Technology is at the center of many valuable marketing tools and practices. For example, marketers commonly use social media, such as Twitter, Youtube, Facebook, and Instagram; and with various technologies, new approaches and principles have emerged, such as permission marketing and inbound marketing. New types, and increased amounts, of data associated with consumer use of technologies has made marketing analytics vital to effective decision making and performance diagnostics and evaluation (e.g., ROI). It is extremely important for marketers to understand how to effectively use these technologies, leverage new approaches and principles, and understand how to analyze and leverage associated data.

Introduces primary and secondary data collection and analysis as a means to assess consumer behavior and develop effective marketing strategies; incorporates the use of technology in data collection and analysis. Prerequisites: MARKETNG 301; STATISTC 140 or 141 or RES-ECON 211 or 212.

Introduces primary and secondary data collection and analysis as a means to assess consumer behavior and develop effective marketing strategies; incorporates the use of technology in data collection and analysis. Prerequisites: MARKETNG 301; STATISTC 140 or 141 or RES-ECON 211 or 212.