2022–2023 CATALOG AND STUDENT HANDBOOK COURSE DESCRIPTIONS 125 MAN6100 Innovation and Change Management 40 hours, 4 credits This course provides an overview of innovation and change management’s impact on how organizations conduct business. Students will also explore the importance of global and domestic innovation as well as its effect on research and development. By understanding technology and tools used in the innovation process, students will be well prepared to lead organizations in the global economy. Prerequisite: None MAN6500 Business Strategy and Entrepreneurship 40 hours, 4 credits This course provides business model strategies and business development techniques for starting or managing a business. In addition, the entrepreneurial process and characteristics as well as the importance of risk assumption will be explored. Students will learn how the entrepreneurial process assists in identifying potential business opportunities. They will also learn about the components and importance of business plans that incorporate selecting a business model, business development, ethics, risk, and entrepreneurial mindset. Prerequisite: None MAN6720 Applied Strategic Planning 40 hours, 4 credits This course provides methods and processes for effective applied strategic planning. Students will study the importance of holistic strategic thinking when developing an organization’s strategic plan. Students will also evaluate an organization’s infrastructure, perform a gap analysis, and assess the impact of globalization as part of the strategic planning process. Prerequisite: None MAR2011 Principles of Marketing 40 hours, 4 credits This course serves as an introduction to the marketing concept, integrating seven key marketing perspectives. Topics include consumer buying behavior, business-to-business markets and organizational buying behavior, market research techniques, fundamental pricing concepts, marketing channels and logistics, integrated marketing communications, and marketing’s role in e-commerce. Prerequisite: None MAR2374 Online Multimedia Marketing 40 hours, 4 credits This course explores online multimedia marketing strategies and techniques. In addition to exploring online marketing channels, this course will also address the value of online multimedia marketing to create engagement and increase sales. Emerging online multimedia technologies and techniques will also be introduced. Prerequisite: GEB2444 Internet Business Models and E-Commerce MAR2873 Public Relations and Advertising Strategies 40 hours, 4 credits Students examine the similarities and differences between public relations, advertising and promotional marketing, and how to differentiate between a target audience and a target market. Marketing interactions with associated stakeholders, including current and new customers; shareholders; the media; financial and industry analysts will be explored. Other parts of the enterprise, such as senior management and marketing, finance, and human resources departments are studied. Prerequisite: MAR2011 Principles of Marketing MAR3033 Introduction to Marketing Design 30 hours, 3 credits This course is the study of marketing design and the important role it plays in providing an introduction to basic design concepts for the marketing messages. It focuses on the different design concepts and techniques used in the creation of the marketing message to the customer. Topics covered include hierarchical typographical, color psychology, and other design concepts to communicate the client message. This course prepares students to apply fundamental design concepts to marketing messages. Prerequisite: None MAR3128 Foundations of Digital Marketing 40 hours, 4 credits This course introduces students to basic concepts related to digital marketing. They will investigate major digital marketing platforms all while identifying its role in today’s business environment. By the end of the course, students will be able to outline the steps for creating a cross-platform digital marketing plan that presents a consistent brand message. Prerequisite: None MAR3250 Marketing Research 30 hours, 3 credits This course is the study of marketing research and the important role it plays in providing useful information to make marketing decisions. It focuses on different research methodologies and their roles in meeting research goals and objectives. Topics covered include the marketing research process, qualitative and quantitative research methods, consumer and market trends, and the analysis of research findings. This course prepares students to synthesize research and apply customer insights to marketing decisions. Prerequisite: None MAR3322 Marketing Law and Ethics 40 hours, 4 credits This course is the study of legal and ethical issues in marketing. It focuses on the distinction between law and ethics and the importance of considering both when making marketing decisions. Topics covered include legal and regulatory compliance, methods to minimize stakeholder risk, ethical values and best practices, and the application of legal and ethical considerations to real-life marketing decisions. This course prepares students to comply with legal requirements and manage ethical gray areas that may arise in a career in marketing. Prerequisite: None MAR3592 Strategic Sales and Sales Management 40 hours, 4 credits This course is the study of strategic sales and effective sales management of both B2C sales and B2B sales. It exposes students to the value of consultative selling rather than the more common and traditional transactional selling. The focus is on strategic partnering and building long-term relationships. Students will explore the differences between channels and customer needs. This course will prepare students with the knowledge, skills, and abilities required to focus on target consumers in relevant ways and to gain competitive advantage. Prerequisite: None MAR3817 Search Engine Optimization and Marketing Strategies 40 hours, 4 credits This course examines the history of search engine optimization (SEO), the evolution of SEO, and the three basic stages of getting long-form blog content to rank in organic search engines. Application of keyword strategies, local and offpage SEO techniques, developing an account structure, and defining success metrics are examined. This course also provides hands-on experience developing and optimizing campaigns. Prerequisite: None MAR4065 Marketing Communications 40 hours, 4 credits This course allows students to learn best practices when communicating through multiple channels and with a range of audiences. Topics include the development of a brand, how to align communication methods with the brand, copywriting of key marketing plan components, and communication strategies to gain campaign approval. This course prepares students to plan and execute integrated marketing campaigns designed to support business goals through traditional and digital platforms. Prerequisite: None MAR4171 Advanced Marketing Strategies 40 hours, 4 credits In this course, students will learn about advanced applications of marketing mix strategies in both domestic and international business environments. Topics include common internal resources and external trends that influence marketing decisions and organizational factors that can solidify strategic success. Prerequisite: None MAR4285 Advanced Digital Marketing Strategies 40 hours, 4 credits This course is an application of the concepts learned in Foundations of Digital Marketing. Students will employ real-world, digital marketing campaigns and understand the placement of each in the sales funnel. Students will also learn how to discern what digital marketing sources are worth following, and, more importantly, how to avoid information that is incorrect or outdated. Prerequisite: MAR3128 Foundations of Digital Marketing MAR4316 Visual Marketing and Social Media 40 hours, 4 credits This course introduces students to higher levels of social media strategy and execution. Topics include social media strategy and campaign development, incorporating the use of effective visual marketing, and addressing crisis communication plans through social media. This course prepares students to communicate with marketing stakeholders about the necessity of end-to-end consumer engagement in visual and social media initiatives. Prerequisite: MAR3128 Foundations of Digital Marketing MAR4409 Professional Selling 40 hours, 4 credits This course is the study of the interpersonal value-added communication process within professional selling. It focuses on developing a framework for each point of contact a salesperson has with a customer. Each stage of the framework builds upon the previous step. Topics covered focus on relationships, products, customers, presentations, and ethics. Topics also include an overview of certifications available for sales professionals. This course prepares students for successfully uncovering and satisfying the needs and wants of a prospect, while building and maintaining long- term relationships between both parties. Prerequisite: MAR3592 Strategic Sales and Sales Management MAR4532 Sales Promotion, Analytics, and Forecasting 40 hours, 4 credits This course is the study of short-term tactics to boost sales, increasing demand and visibility through sales promotions, and analyzing trends to predict future events. It focuses on creating value for the consumer and supporting organizational goals and objectives. Topics covered are measuring sales promotions, differentiating the characteristics of business-to-consumer (B2C) and business-to- business (B2B) channels, predictive analytics, and promotional demand forecasting. This course prepares students to attract more customers, drive value, and ethically maximize business results. Prerequisite: MAR3592 Strategic Sales and Sales Management ALL CONTENT IS SUBJECT TO CHANGE BY ADDENDUM
