This undergraduate course will provide an overview of multicultural marketing in the United States. In today?s economy, it is widely recognized that the size and growth of multicultural populations is closely linked to successful marketplace performance of businesses. The class will provide an in-depth discussion and perspective on African American, Hispanic/Latino/Latinx, Asian American, Women, GLBTQA+, people with different abilities and the youth market sectors. The class is structured as a seminar where mini-case studies, book and article readings will be discussed. A semester-long project will also be developed by the students and presented to the class at the end of the semester. When appropriate and available, guest speakers will be invited. At the end of the class, students will understand how to market to these growing segments. They will understand the influence these segments have on marketing and American popular culture, and how that influence diffuses to the mass market. Emphasis will be placed on both theory and practice. Students will be able to link learning from a wide array of business disciplines to see how changes in one area affect the growth of the company as a whole. Thus, this course will require students to apply knowledge across business functional disciplines, theoretical constructs, and practical applications.

A sustainability perspective has become an imperative for business as usual in these days of climate and public health crises. This course has been designed to introduce students to marketing through the sustainability lens. Both experienced marketers and those new to the field will benefit from approaching the development of a marketing plan with the triple bottom line (economic, environmental and societal) as the guiding principal. The demand for innovation and solutions to sustainable problems, from environmental degradation to societal inequities across supply chains, is increasing quickly. Those who want to succeed in the future business world need the savvy and experience of examining these issues and applying new models for growth.

This course explores decisions facing retail buyers, managers and owners as well as electronic retailers. Topics include retailing trends, merchandise management, pricing, location, promotion, store design and customer service. Prerequisites: MARKETNG 300 or 301

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.

The role of marketing management in determining the place of personal selling and distribution in the marketing mix. The role of the sales manager in supervising the functions of recruiting, hiring, organizing and controlling the sales force. Various types of selling; emphasis on managerial functions. Discussion also includes the roles and functions of channel members.

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.

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.

A deep understanding of the customer is essential to developing innovative products, services, and marketing strategies. Qualitative research methods enable firms to study customers and analyze the meaning and importance of their experiences. These methods can uncover in-depth insights about customers? lives and behavior, which are often not accessible through quantitative analyses of big data or conventional marketing metrics. This course introduces students to a set of concepts and research methods for generating, communicating, and leveraging customer insights. Students will learn and practice real-world skills, including culturally-oriented thinking, participant observation, interviewing, focus groups, and netnography (online qualitative research). Throughout the course, students will adopt the perspective of marketing researchers and managers as they learn to develop actionable marketing strategies based on sound thinking and rigorous qualitative research.

Application of behavioral science theories and marketing theories to an understanding of the behavior of consumers. Exploration of consumer decision making and involvement as well as psychological and social factors that influence the consumer. Prerequisites: MARKETNG 301