Course Category: Marketing

This course introduces foundational marketing concepts within a digital-first framework, emphasizing omnichannel consumer experiences and the data-driven marketing mix.  Students will explore digital product ecosystems, algorithmic pricing, and content-led promotion, establishing a base for advanced study in a tech-enabled professional environment.

This course introduces systematic design, data collection, and analysis relevant to marketing decision-making. Students will master primary research methods, including digital ethnography and survey design, to uncover deep consumer insights and market opportunities. The course emphasizes translating qualitative and quantitative finds into actionable business strategies.

This course explores the psychological and social drivers of consumer behavior through the lens of a tech-saturated marketplace. Students will analyze the digital path to purchase, the impact of algorithmic personalization, and the role of social proof in virtual communities. The course emphasizes using behavioral data to predict trends and develop customer-centric strategies for digital and hybrid environments.

This course surveys the role of marketing and its place in society, in profit and not-for-profit organizations. Emphasis is placed on consumer orientation, the marketing concept, product, price, distribution and promotion. The course provides a basis of understanding for advanced marketing courses.

This course focuses on orchestrating brand narratives across a complex digital ecosystem. Students will learn to integrate social media, programmatic advertising, and content marketing into unified strategies. The course emphasizes omnichannel attribution, automated messaging workflows, and real-time analytics to optimize communication impact across multiple platforms.

This course examines the strategic use of social platforms for brand building and performance marketing. Students will master paid social advertising, influencer partnership management, and social commerce integration. The course emphasizes algorithmic literacy, brand community management strategies, and the use of native platform analytics to drive engagement and conversion in a rapidly evolving social landscape.

This course provides a technical deep-dive into data-driven digital performance and optimization. Students will master the tools of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to drive high-intent traffic and increase brand visibility. The curriculum emphasizes User Experience (UX) optimization and funnel analysis to identify friction points in the customer journey and maximize conversion rates. Through rigorous A/B testing and experimentation frameworks, students will learn to translate raw digital metrics into actionable growth strategies, ensuring technical fluency in a performance-oriented marketing landscape.

This course integrates the behavioral science of personal selling with the strategic oversight of sales management, reimagined for a digital-first economy. Students will master high touch virtual selling techniques while learning to lead remote, data-driven sales teams.

This course explores the creation and management of brand equity within digital and hybrid ecosystems. Students will analyze brand positioning, identity systems, and storytelling across fragmented media channels. The course emphasizes social listening, community engagement, and the use of digital sentiment data to build and protect long-term brand value in a transparent, consumer-led marketplace.

This course provides an introduction to the recruitment, training, motivation and management of a sales force. Included is an introduction to basic personal selling techniques. Emphasis is placed on sales as an integral element of the promotional mix.

This course focuses on the lifecycle of product development within a tech-enabled marketplace. Students will explore Agile methodologies, User Experience (UX) design principles, and the creation of Minimum Viable Products (MVPs). The course emphasizes Product-Led Growth strategies and the unique challenges of launching and scaling digital platforms and subscription-based services.

Examines the role of personal selling in the consumer and industrial marketplace. Describes selling processes and customer relations. Includes role playing and time management exercises, instruction in proper dress and field experience in sales.

This course provides a survey of research findings on consumer behavior drawn from marketing, economics, sociology, psychology, and anthropology. Emphasis is placed on applications of research to consumer satisfaction and on developing an understanding of the consumer decision-making process.

This course examines integrated marketing communication and its role in marketing. Included is a survey of the history of advertising, the media and communication models, and an introduction to the creative side of advertising. Emphasis is placed on the formulation of objectives for integrated marketing communication programs.

This course provides a supervised professional experience within a tech-enabled marketing environment. Students will move beyond general business tasks to master marketing-specific competencies, including digital asset management, performance tracking, and content strategy. The internship requires students to apply algorithmic literacy and data-driven optimization to real-world challenges, resulting in a professional portfolio that demonstrates technical fluency and strategic impact

This course will take learners through each phase of new product development-Problem/Opportunity Analysis, Ideation/Concept Generation, Concept Evaluation, Market Testing and Market Launch.

This course builds on topics from Marketing Principles, as applied to global situations. Emphasis is on the development of an appropriate marketing mix for international target markets. The importance of consumer orientation is stressed; international marketing research, consumer behavior and cultural sensitivity are examined.

This course serves as the culminating experience for the program, requiring students to synthesize omnichannel marketing strategies and data-driven optimization techniques. Students will develop a comprehensive Digital Marketing Plan for a real-world client, emphasizing attribution modeling, budget allocation across digital platforms, and long-term brand equity management. The course validates the student’s ability to lead complex marketing initiatives in a tech-saturated environment

This course is an examination of the information link between organizations and the consumers they seek to serve. Emphasis is placed on developing an understanding of the nature of marketing problems, types of research available, sampling techniques, applied statistics and questionnaire formulation. The steps of the research process are explored in depth.

This course description may change each session it is offered to cover the most contemporary marketing issues.

This course builds on topics from Marketing Principles and introduces students to one of the most powerful fields of study in marketing today, Branding. Emphasis is on the development of an appropriate brand strategy for current and potential target markets. Students will evaluate potential Branding opportunities addressing customer wants and needs, and they will study the processes from building a brand strategy to design, implementation, and delivering socially responsible messaging.

This course engages students in one of the fastest growing fields in marketing today, Social Media Marketing. This course will involve elements of customer engagement and interaction in a digital environment that includes mobile media, the internet, web-based marketing, and Artificial Intelligence enhanced marketing that leverages the customer engagement process.

This course will synthesize marketing and product development models in, but not limited to, the creation of customer value, consumer buying patterns, product innovation and development, strategy development, and the delivery of goods and services in a culturally diverse marketplace.