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.

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).

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).

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.

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.

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