Marketing Courses

The following are courses offered within the Marketing Department:

MKTG : Business Communications

Business Communication (BCOM) provides a comprehensive coverage of contemporary business communication practices and technologies in today’s global business environment.  The course emphasizes creating business messages and familiarizes students with real-world business problems by applying a narrative-based approach to learning.  This interactive approach allows students to actively engage with the content instead of passively reading it.

Typically offered in the Fall and Spring

Credits 3.0 

Prerequisites: English Writing Requirement (ENGW 101, 102, 104), English Writing Requirement (ENGW 103, 105); Sophomore Standing

MKTG 301: Principles of Marketing

People often think that marketing is just sales or advertising — highly visible activities by which organizations try to persuade customers to buy products and services. However, marketing is much more than sales or advertising. Even the most skillful marketer cannot make customers buy things they don’t need or want. Marketing specifically involves: (1) identifying customer needs, (2) satisfying these needs with the right product and/or service, (3) assuring availability to customers through convenient distribution channels, (4) using communication media to build awareness and motivate purchase, and (5) choosing an appropriate price to boost the firm’s profitability while also maintaining customer satisfaction. This course introduces students to the concepts, analyses, and activities that comprise marketing management, and provides practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in marketing as well as other business/social science disciplines.

Typically offered in the Fall, Spring, and Summer

Credits 3.0 

Prerequisites: Applied Calculus (MATH 026) or Calculus I (MATH 156), Principles of Economics I (ECON 001), Principles of Economics II (ECON 002), and Accounting Principles II (ACCT 202); Junior Standing

MKTG 304: Publication Management

This deadline driven course gives students the hands-on experience of creating a product and executing it from start to finish. Students will design, market and promote the HU BottomLine, in print and digital formats. Students will learn skills in layout design, copy editing, along with marketing and promotion of the publication. In addition, students will build a companion website and utilize email marketing to solicit submissions from the School of Business faculty, staff and students.

Typically offered in the Spring

Credits 3.0

Prerequisite: Principles of Marketing

MKTG 310: Consumer Behavior

Consumer behavior focuses on the individual and environmental factors that influence consumers and the decision-making of individuals and organizations. The course surveys various concepts, theories, and analytical frameworks to explain and analyze consumer purchase decisions and draws practical implications for marketing strategies.

Typically offered in the Fall and Spring

Credits 3.0

Prerequisites: Principles of Marketing

MKTG 315: Marketing Research

This course takes students from the point of recognizing a marketing problem to solving the problem through appropriate problem definition, data collection, data analysis, dissemination of the results, and utilization of the ensuing information. Both the managerial and technical aspects of marketing research are covered. Several statistical techniques for analyzing data, using SPSS, are taught and applied in the course.

Typically offered in the Fall and Spring

Credits 3.0

Prerequisites: Principles of Marketing

MKTG 319: Sales Management

Would you like to improve your persuasion skills? Would you like to know what makes successful salespeople effective? What about learning to partner with others to create value in your service and/or product. This course demystifies professional selling and helps students improve their persuasion and selling effectiveness. The course presents sales principals and skills required by today’s professional salespeople with an emphasis on the business to business selling environment. Students will enhance their development of a variety of skills that will serve for a lifetime. These lifetime skills include the following: communication skills, critical thinking, building relationships with customers, and ethical decision making.

Typically offered in the Fall and Spring

Credits 3.0

Prerequisites: Principles of Marketing

MKTG 320: Marketing Communications

This course provides an introduction to basic concepts used in Integrated Marketing Communications. Students will examine the role of marketing communication, the environment in which it operates, and the process by which the strategy for it is created. The course emphasis will be on the development and application of promotional communication strategies utilizing advertising, personal selling, event marketing, sponsorship, and public relations.

Typically offered in the Fall and Spring

Credits 3.0

Prerequisites: Principles of Marketing

MKTG 331: Social and Internet Marketing

This course provides an understanding of the concepts behind social media and internet marketing. Students will learn various skills like digital content creation, social media campaign creation and entry level data analysis through hands on in-class projects. Students will also develop tangible skills and experience in WordPress and on social media paltforms, while earning industry-relevant certifications in social media marketing and content creation.

Typically offered in the Spring

Credits 3.0

Prerequisites: Principles of Marketing

MKTG 362: Marketing Analytics

This course introduces the principles and strategic concepts related to data-driven decision making. Students learn various analytics-based techniques including data mining, data visualization, sales and profit margin analysis, predictive analytics, digital marketing metrics, and e-commerce analytics, which can all inform the marketing strategy of a business. And to develop real-world tangible skills, students gain first-hand experience in analytics platforms such as Tableau & Google Analytics, while earning industry-relevant certifications. 

Typically offered in the Fall and Spring

Credits 3.0

Prerequisites: Principles of Marketing

MKTG 370: Services Marketing

This is a study of the marketing strategies practiced by both profit and non-profit organizations in the burgeoning service sector. Topics covered include the concept of a service offering, service blueprint, strategies for service organizations, measurement of service quality, and the role and management of contact personnel. The classroom instruction is focused on real world situations to adequately prepare students for the work force especially in developed economies.   

Typically offered in the Fall

Credits 3.0

Prerequisites: Principles of Marketing

MKTG 380: Sports Marketing

Sports Marketing is a specialized marketing course that is designed to prepare students to develop skills necessary to address marketing issues specific to the sports industry. This course will analyze the field of sports in terms of the practices, applications, and strategy of mainstream marketing. The subject includes: Sponsorship, Endorsements, Licensing, Segmentation of the Sports Market, Promotional Strategy for the Marketing of Sports Products, and Emerging Issues in Sports Marketing. In addition, this class touches on the unique opporutnities and challenges associated with marketing in the entertainment industry as an aggregate. To provide students with practical experience addressing sports and entertaiment marketing issues, the class is organized around four projects.

Typically offered in the Fall

Credits 3.0

Prerequisites: Principles of Marketing

MKTG 390: Special Topics in Marketing

So how exactly should The Coca-Cola Company deal with one of their fundamental brands being mentioned by Future and other artists as a part of “Dirty Sprite” culture? What are companies doing right or wrong relative to Black Lives Matter in their marketing campaigns? This course centers on how brands use culture to market products and interact with consumers. From the use of stereotypes in the early 1900s to the integration of hip-hop partnerships in the 2000s, there is a longstanding, complex history of African American culture being infused within marketing of major corporations. This course takes students through a curriculum interwoven with foundational principles of brand management, marketing research, consumer behavior, and marketing strategy, and directly applies these concepts to real-world cultural and corporate experiences.

Typically offered in the Spring

Credits 3.0

Prerequisites: Principles of Marketing

MKTG 399: Marketing Planning and Strategy

This is a senior level capstone course in which students integrate and apply marketing knowledge and quantitative skills to solve marketing problems through case studies. Special emphasis is given to analysis of opportunities and competition, and the development of successful marketing strategies and plan.

Typically offered in the Fall and Spring

Credits 3.0 

Prerequisites:  Principles of Marketing and Senior Standing

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