Individual study of a selected problem for qualified students; by arrangement with members of the department. Available only to marketing majors meeting departmental requirements.

Individual study of a selected problem for qualified students; by arrangement with members of the department. Available only to marketing majors meeting departmental requirements.

Not available at this time.

In this course, we will discuss strategies for increasing service quality and improving customer satisfaction. Content is relevant for those considering careers within service industries (e.g. hospitality, health, professional services) or businesses that use service as a differentiator.

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.

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.

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.