Subject
  • MKTG
  • Change subject
Classes offered

Marketing

Need more info? Visit the Marketing website.

MKTG 101 Introduction to Marketing • 5 Cr.

Provides an introduction to the field of marketing. Students explore the larger business story and how marketing is reshaping that in the 21st century. The class introduces sub disciplines such as advertising, consumer behavior, research, strategy, analytics, creative execution, sales, and customer relationship management. MKTG 101 replaced MKTG 154. Either MKTG 101 or 154 can be taken for credit, not both.

MKTG 102 Intro to Digital Marketing Platforms • 5 Cr.

Provides an introduction to digital marketing concepts and how they can be used in a larger integrated marketing campaign. Students explore search engine marketing (SEM), search engine optimization (SEO), display advertising, online video, social media, mobile marketing, content creation, ecommerce, and digital measurement/analytics.

MKTG 103 Intro to Sports Marketing • 2 Cr.

Provides an introduction to the exciting world of sports marketing, as well as the career paths that are available to skilled marketing practitioners. This class complements Introduction to Marketing and Introduction to Digital Marketing Platforms, and offers students the chance to build integrated marketing plans that are specific to the sports industry. Recommended: MKTG 101.

MKTG 104 Intro to Fashion Marketing • 2 Cr.

An introductory class that connects the essentials of marketing to the fashion industry. Case studies will be presented in class that demonstrate how marketing strategy was applied in a number of fashion-related business activities. Students will engage in business research to uncover problems and opportunities; establish objectives and goals to guide their work; develop a marketing strategy that helps achieve those goals; implement tactics that ladder up to the integrated strategy; and employ metrics to ensure that the marketing campaign was successful. Recommended: MKTG 101.

MKTG 105 Intro to Music Marketing • 2 Cr.

Provides an introduction to the exciting world of music marketing, as well as the career paths that are available to skilled marketing practitioners. This class complements Introduction to Marketing and Introduction to Digital Marketing Platforms, and offers students the chance to build integrated marketing plans that are specific to the music industry. Recommended: MKTG 101.

MKTG 106 Intro to Film & TV Marketing • 2 Cr.

Provides an introduction to the exciting world of film and television marketing, as well as the career paths that are available to skilled marketing practitioners. This class complements Introduction to Marketing and Introduction to Digital Marketing Platforms, and offers students the chance to build integrated marketing plans that are specific to the entertainment industry. Recommended: MKTG 101.

MKTG 110 Client Customer Relations • 5 Cr.

Covers the key elements to providing quality customer service, ensuring repeat business for the company and opportunities for employees to advance their careers. The class explores how to troubleshoot customer concerns, implement company policies, communicate effectively in a service role, and identify opportunities to go above and beyond to create a win-win situation for both parties.

MKTG 131 Principles of Professional Selling • 5 Cr.

Examines the principles and techniques of professional selling as a form of persuasive communication basic to business relationships. Students analyze case studies to apply theories to real-world situations.

MKTG 135 Principles of Retailing • 5 Cr.

Examines the fundamental principles and practices of retail merchandising. Students discuss types, location, layout, organization, profit planning, and operating costs of retail outlets.

MKTG 190 Introduction to DECA • 2 Cr.

DECA is an intercollegiate academic sport, where students participate in marketing and business events that simulate real world activity. In this introductory course, students learn the basics about competition while participating in community service projects.

MKTG 199 Individual Studies in Marketing • V1-10 Cr.

Covers directed readings, special projects, or independent study. Or, allows the student to earn credit for current on-the-job experience. Prerequisite: Permission of instructor.

MKTG 200 International Marketing • 5 Cr.

This course builds on the fundamentals of MKTG 101 and applies learning to the international business landscape. Students consider the impact of marketing environment variables such as politics, religion, economies, technological advancements, weather, and terrain. Differences between countries are considered and help shape a global strategic approach to a multi-market campaign. Recommended: MKTG 101.

MKTG 201 Product Development in the Marketing Process • 5 Cr.

Explores the steps necessary to develop a new product idea and bring it to market. Students will conduct research that includes idea generation, product viability, competitive analysis, and consumer needs analysis. Creative brainstorming is balanced with regulatory concerns, licensing, and other challenges related to initial product development. Recommended: MKTG 101.

MKTG 202 Prototyping and Pricing Concerns • 5 Cr.

Students have hands-on experience translating product development ideas in to working models. Prototyping tools allow course participants to create physical models. Product ideation is coupled with price sensitivity research to ensure that ideas will be successful when brought to market. Recommended: MKTG 101.

MKTG 203 Manufacturing and Distribution • 5 Cr.

Students address implementation of product ideas from production to appropriate sales channels. The course covers the creation, assembly, distribution, and retail promotion aspects of entrepreneurial marketing. Project management, transportation, warehousing, shipping, outsourcing, and partnerships are all explored to guide successful marketing operations.

MKTG 204 Fundraising and Financing in the Era of Digital • 5 Cr.

Considers the relationship between marketing and securing funds to implement new ideas and product extensions. Students will consider new and evolving methods of financing that align with digital acceleration, the proliferation of startups, and the adoption of lean methodologies. Recommended: MKTG 101.

MKTG 205 Product Innovation & Continued Growth • 5 Cr.

Acknowledging products have life cycles, this course explores methods to extend and reinvent brands to identify future revenue opportunities. The adoption of supporting services, relationship marketing, and a brand ecosystem approach are considered, leading students to articulate a path forward with product innovation and long-term growth. Recommended: MKTG 101.

MKTG 211 Multicultural Marketing • 5 Cr.

Explores the large number of underrepresented communities and subcultures that exist within the United States, and how the field of marketing is trying to adapt and change to communicate authentically with these consumers. The class offers students practical, activity-based instruction along with lectures and case studies to provide context and ideas for application. Recommended: MKTG 101.

MKTG 234 Advertising I • 5 Cr.

Provides an in-depth look at the world's dominant promotional channel. Students consider how advertising differs from other approaches, and the ways in which it must evolve to thrive in the digital era. Group projects will emphasize integrated strategy, creative choices, media planning, and how to assess a successful advertising campaign. Recommended: MKTG 101.

MKTG 241 Search Engine Strategy • 5 Cr.

Students will learn the fundamentals of search engine marketing (SEM) and search engine optimization (SEO), and how those skills impact a larger digital framework. While a hands-on course, the curriculum is focused on the application of search skills to craft an integrated marketing strategy and executive vision. Recommended: MKTG 102. Previously MKTG 240. Either MKTG 240 or 241 can be taken for credit, not both.

MKTG 242 Social Media Strategy • 5 Cr.

Students will learn the fundamentals of social media advertising and marketing, and how those skills impact a larger digital framework. While a hands-on course, the curriculum is focused on the application of social media skills to craft an integrated marketing strategy and executive vision. Recommended: MKTG 102.

MKTG 243 Mobile Marketing Strategy • 5 Cr.

Students will learn the fundamentals of mobile advertising and marketing, and how those skills impact a larger digital framework. While a hands-on course, the curriculum is focused on the application of mobile skills to craft an integrated marketing strategy and executive vision. Recommended: MKTG 102.

MKTG 244 Online Video and TV Strategy • 5 Cr.

Students will review the evolution from television to online video, including advertising. The class explores how marketing strategies and video tactics support the larger digital framework. While a hands-on course, the curriculum is focused on the application of video skills to craft an integrated marketing strategy and executive vision. Recommended: MKTG 102.

MKTG 245 Display Media Strategy • 5 Cr.

This class builds on ideas introduced in MKTG 102 and covers intermediate and advanced concepts of display media. Students will learn about ad networks, exchanges, programmatic media buying, takeovers, and native advertising. They will apply those skills to the larger digital framework and craft integrated marketing strategies. Recommended: MKTG 102.

MKTG 255 Relationship Marketing • 5 Cr.

Provides an introduction to the field of relationship marketing. Topics include the evolution from one time sales to ongoing brand relationships, lifetime customer value, loyalty programs, customer service software, sales technologies, marketing automation, and customer relationship management (CRM) tools. The class offers students practical, hands-on instruction along with case studies. Recommended: MKTG 101. Previously MKTG 225. Either MKTG 225 or 255 can be taken for credit, not both.

MKTG 261 Marketing Research I • 5 Cr.

Provides an in-depth look at how marketing utilizes business research to solve problems, uncover opportunities, and drive additional revenue. Students will get hands-on experience with business question formulation, data analysis and interpretation, presenting findings to business leaders, and managerial decision-making. Recommended: MKTG 101. Previously MKTG 210. Only MKTG 210 or 261 can be taken for credit, not both.

MKTG 262 Measurement and Analytics • 5 Cr.

Provides an in-depth look at marketing measurement, reporting and analytics. Students will get hands-on experience with collecting and housing data sets, establishing business rules for data manipulation, aligning key performance indicators to larger business concerns, data visualization techniques, and interpreting and presenting findings key decision makers. Recommended: MKTG 102.

MKTG 271 Consumer Behavior • 5 Cr.

Provides an in-depth look at how consumer thinking impacts the choices they make when purchasing goods and services or adopting ideas and beliefs. The class builds on how these concepts can be used to shape marketing strategy and develop integrated campaigns. Recommended: MKTG 101.

MKTG 276 Chinese Business Culture and Consumer Behavior • 5 Cr.

China provides many business opportunities, opening doors for new careers. This interactive course examines how cultural differences affect personal and business actions. Emphasizing "Guanxi" (the nature of relationships), students will both network with business leaders and develop effective business strategies.

MKTG 277 Fashion Marketing and Merchandising • 5 Cr.

This course provides students with a foundational knowledge of the fashion industry, and how marketing efforts are employed to maximize profits and build brand equity. Participants apply business and marketing skills to conceptualize and promote fashion products, which includes merchandising in the retail environment. Recommended: MKTG 101.

MKTG 278 Fashion Design • 5 Cr.

This course provides an overview on the principles of design that inform fashion product development. Students will review textiles, the use of color, scale and proportion, social context, and which tools are used by fashion professionals to execute their work. Recommended: MKTG 101.

MKTG 290 DECA Practicum • 5 Cr.

Develops occupational skills through activities affiliated with National DECA. Students participate in community service projects and gain leadership, communication, and human relations experience. Chapter officers help lead the class.

MKTG 291 DECA Leadership • 5 Cr.

In this advanced course, students serve as officers for the school's DECA team, providing guidance for other activity participants. These governance roles allow students to practice business management and develop practical examples of leadership. Recommended: MKTG 190 and/or MKTG 290.

MKTG 292 Marketing Internship • 5 Cr.

Provides an opportunity to apply learning in a real work environment. Students identify and secure the internship, help is available from faculty and the Center for Career Connections if needed. Students are expected to work the full quarter at the internship. Employers will work with the student to establish a learning plan, which will be evaluated and approved by the Program Chair. Faculty will meet once a week with the student to review their progress. Prerequisite: Permission of Program Chair.

MKTG 294 Special Topics in Marketing • V1-10 Cr.

Allows specialized or in-depth study of a subject related to marketing.

MKTG 295 Special Topics in Marketing • V1-10 Cr.

Allows specialized or in-depth study of a subject related to marketing.

MKTG 296 Special Topics in Marketing • V1-10 Cr.

Allows specialized or in-depth study of a subject related to marketing.

MKTG 297 Special Topics in Marketing • V1-10 Cr.

Allows specialized or in-depth study of a subject related to marketing.

MKTG 299 Individual Studies in Marketing • V1-10 Cr.

Covers directed readings, special projects, and independent study by an individual student. May be repeated for a maximum of 15 credits. Prerequisite: Permission of instructor.

MKTG 301 Media Planning and Buying • 5 Cr.

Media continues to be central to marketing efforts, even as there is a shift from paid impressions to owned and earned activity. Students will explore the roles of media buying and media planning, tackling hands-on projects and communicating the value of different media options to clients and internal partners. Prerequisite: Admission to the BAS Digital Marketing program or permission of instructor.

MKTG 333 Content Creation • 5 Cr.

This course will introduce students to content marketing and digital content creation. Students will learn about the different types of digital content while developing strategies that include managing user-generated and original content, creating new content using software tools and resources, and sharing content across digital platforms. Prerequisite: Admission to the BAS Digital Marketing program or permission of instructor.

MKTG 334 Advertising II • 5 Cr.

This advanced promotional marketing course builds on ideas explored in Advertising I, with a strong emphasis on building strategies that drive smart integrated marketing plans. Students will focus more heavily on digital storytelling, and how efforts in these new digital advertising channels resonate with consumers. Prerequisite: Admission to the BAS Digital Marketing program or permission of instructor.

MKTG 341 Public Relations and Social Listening • 5 Cr.

This promotional marketing course builds on the shift from employing mass media to having conversations with consumers. Social listening tools are employed to document how brands manage their reputations. Students will craft brand communications, measure brand equity, consider data for insights, and engage consumers across digital channels. Prerequisite: Admission to the BAS Digital Marketing program or permission of instructor.

MKTG 343 Event Marketing • 5 Cr.

This course connects online consumer engagement with offline promotional activities that result in purchases. Events of all types are employed to drive immediate actions and build brand equity. Students will consider consumer motivations, design event tactics, leverage unique data sets, and contribute to relationship marketing efforts with key customers. Prerequisite: Admission to the BAS Digital Marketing program or permission of instructor.

MKTG 434 Branding • 5 Cr.

This marketing course builds on ideas explored in Advertising I and II, expanding the promotional aspect of communicating ideas with customers to a larger brand identity building framework. Students will consider successful branding case studies, and then craft their own brand along with appropriate marketing materials in this innovative course. Prerequisite: Admission to the BAS Digital Marketing program or permission of instructor.

MKTG 461 Marketing Research II • 5 Cr.

This advanced marketing course builds on the research process introduced in MKTG 261: Marketing Research I. Students will continue working with local businesses to identify marketing challenges, formulate research problems, design an approach to data collection, handle data sets and derive insights, and make the insights actionable to stakeholders. Prerequisite: Admission to the BAS Digital Marketing program or permission of instructor.

MKTG 462 Data Visualization & Advanced Analytics • 5 Cr.

A continuation of materials first explored in MKTG 262: Measurement and Analytics, students will delve deeper on how analytics is maturing from static data reports to complex predictive modeling. Hands-on practice with data visualization and manipulation tools is balanced with the strategic implementation of analytics. Prerequisite: Admission to the BAS Digital Marketing program or permission of instructor.

MKTG 492 Capstone • 5 Cr.

Credit is offered for an end-of-program project or professional internship that is aligned with the digital marketing curriculum. This course requires students to define the specific opportunity before enrolling or at the very beginning of the course with the course instructor. Prerequisite: Permission of instructor. Prerequisite: Admission to the BAS Digital Marketing program and permission of instructor.