Course Descriptions

Marketing (MKT) Courses Description

MKT-301 Principles of Marketing (3)

This course addresses the broad and diverse nature of the marketing function in organizations. The terminology that marketers use is covered, as well as the theories, models, and research activities that guide marketing decision-making. The challenge of understanding consumer behavior is introduced. Various trends in the environment that affect marketing are examined. For non-majors, this course provides a solid foundation of marketing knowledge for any businessperson. For students majoring in marketing, this course is the prerequisite for all other marketing courses. Service-Learning.

MKT-431 Integrated Marketing Communication (3)

Public relations and advertising promotions as integrated marketing communications. Topics include theory, budgeting, communication, media forms, creativity, coordination, and evaluation of campaigns. Cross-listed with COM-431.
Prerequisites: COM-200, COM-375, BU-200, MKT-301 or permission of the instructor

MKT-432 Sales and Customer Relationships (3)

Study of basic principles of selling and sales management and their application to specific cases. Topics include sales planning; sales personnel selection, training, and motivation; sales force management, and compensation.
Prerequisite: MKT-301

MKT-434 Social Impact Marketing (3)

Social Impact Marketing focuses on the application of marketing strategies and techniques to systematically address social challenges by applying the 4P marketing framework to create, communicate, and deliver value in order to influence target audience behaviors that benefit society (i.e., public health, safety, environment, social welfare, etc.). The course is designed to develop the knowledge, perspectives and skills to apply fundamental marketing concepts (e.g., customer orientation, segmentation, and positioning) to influence the voluntary behavior of target audiences to improve their personal welfare and that of society. Designed for students whose career goals involve working in or with organizations who desire to promote social change, or who are interested in understanding the role and application of marketing beyond commercial gain.
Prerequisite: MKT-301

MKT-436 Marketing Globally (3)

This course revisits basic marketing principles, considering the context of the global marketplace rather than domestic markets. Central issues and controversies surrounding global marketing will be discussed, as well as the adjustments that need to be made to the basic marketing tools, methods, and approaches to accommodate the expanded scope of serving global markets. The familiar principles of marketing are studied in the context of global markets, using real-world case studies to highlight the unique opportunities and challenges of going global. Special attention is given to an understanding of cultural differences and how they affect the marketing strategy.
Prerequisite: MKT-301

MKT-437 Marketing Research (3)

Students learning the purpose of consumer research and how to implement a market research project. The class explores traditional types of research designs, as well as newer ethnographic approaches to both quantitative and qualitative research. Ethical issues related to the practice of consumer research are also covered.
Prerequisite: MKT-301

MKT-437L Marketing Research Lab (1)

Students learning the purpose of consumer research and how to implement a market research project. The class explores traditional types of research designs, as well as newer ethnographic approaches to both quantitative and qualitative research. Ethical issues related to the practice of consumer research are also covered.
Prerequisite: MKT-301

MKT-438 Marketing Analysis (3)

In Marketing Analytics, students will learn how to turn raw data into insights that drive smarter campaigns, stronger customer connections, and real-world impact. This course will explore how brands use analytics to understand audiences, predict trends, optimize digital strategies, and measure ROI. Beyond working with raw numbers, students will dive into hands-on projects with real data, interactive tools, and case studies from today’s most innovative companies. Students will be equipped with skills in data storytelling; communicating data in practical ways that ensure businesses are equipped to make marketing decisions that have impact. Emphasis will be placed on how to connect analytics to organizational competitive advantage in a fast-changing, tech-driven marketing world.
Prerequisite: MKT-437L

MKT-439 Consumer Behavior (3)

Consumer behavior explores the motives behind what drives consumers to choose one brand or product over another, including the psychological, cultural, and social factors that influence these decisions in today’s rapidly evolving marketplace. Utilizing a blend of theory, research, and real-world application from an interdisciplinary lens of psychology, sociology, and economics, students will develop a deep understanding of how consumers think, feel, and act. This course will examine the psychology of motivation, perception, attitudes, and personality and how they influence the decision-making process. It will also investigate how social influence, culture, and subcultures affect purchase behavior, post-purchase behavior and brand loyalty. Through engagement with case studies, data analysis, and in-market observations, students will translate behavioral theory into effective marketing strategies.
Prerequisite: MKT-301

MKT-440 Marketing Strategy (3)

This course addresses the organization and coordination of the total marketing program, including the marketing mix elements, market research, market segmentation, and positioning in a case analysis format. Students will understand the interrelationships among all elements of marketing critical to strategic decision-making. Students develop a strategic marketing plan for a real organization, providing hands-on experience with the process.
Prerequisites: MKT-301, MKT-437/MKT-437L and senior standing

MKT-441 Business Storytelling (3)

In today’s saturated marketplace, facts inform—but stories inspire. This course empowers marketing students to master the art and strategy of business storytelling, where compelling narratives drive brand engagement, customer loyalty, and emotional connection. Working at the intersection of story, brand identity, and cultural resonance, students will blend creative writing techniques with brand communication principles, and learn to craft authentic, persuasive, and purposeful stories across platforms and targeted to different audiences. This course will also explore the psychology of storytelling and its role in consumer behavior, as well as storytelling strategies for campaigns, social media, video, and content marketing, for maximum brand impact.
Prerequisite: MKT-301

MKT-442 Services Marketing (3)

Unlike tangible products, services are sold through experiences, relationships, and trust. This course delves into the unique challenges and strategies of marketing service-based organizations. Students will explore how to create, communicate, and deliver value when the “product” is intangible. This course will explore topics such as service design and the customer experience journey, relationship marketing, pricing and promotion, managing customer expectations, as well as strategies for marketing services in nonprofit, social enterprise, and startup settings. Using real-world examples, cases, and hands-on projects, students will develop service marketing strategies tailored to mission-driven and innovative organizations.
Prerequisite: MKT-301

MKT-443 Digital Marketing (3)

Digital Marketing explores the strategic role of digital marketing in driving business growth and brand impact. Students will learn to design, execute, and evaluate integrated digital campaigns using tools and platforms such as Google Ads, Meta Ads, email automation, and SEO/SEM. Emphasis is placed on leveraging data analytics to optimize performance, drive engagement, and deliver measurable business outcomes. Students will apply concepts through case studies, simulations, and hands-on projects using industry-standard platforms. By the end of the course, students will be able to develop full-funnel digital strategies that align with business objectives and evolving consumer behavior in a digital-first world.

MKT-444 Social Impact Marketing (3)

Social Impact Marketing focuses on the application of marketing strategies and techniques to systematically address social challenges by applying the 4P marketing framework to create, communicate, and deliver value in order to influence target audience behaviors that benefit society (i.e., public health, safety, environment, social welfare, etc.). The course is designed to develop the knowledge, perspectives and skills to apply fundamental marketing concepts (e.g., customer orientation, segmentation, and positioning) to influence the voluntary behavior of target audiences to improve their personal welfare and that of society. Designed for students whose career goals involve working in or with organizations who desire to promote social change, or who are interested in understanding the role and application of marketing beyond commercial gain.

MKT-487 Business Internship (3)

This course involves the student engaging in a minimum of 150 hours of professional work experience that is related to the student’s career goals and approved by the instructor. The student meets regularly with the instructor during the term and completes a report documenting the work experience and its relationship to the student’s business education. This course may be repeated, but a new work experience must be undertaken.
Prerequisites: Junior or senior standing in business and minimum 2.00 GP.A

English 102 and Communication 101 are prerequisites for all upper division courses