Degree Specialization inMARKETING

Marketing matters. Every company in every industry needs talented marketing professionals to identify their best customers and build solid relationships with them. That vital, sought-after professional could be you.

By studying and applying current marketing theory, including defining target markets, understanding buyer behavior, and evaluating market segments, you'll be able to build and implement highly effective marketing strategies.

This specialized course of study prepares you for many areas of marketing, whether you're most interested in creative services, strategic planning, advertising, research, promotion, or public relations.

This program consists of five lower-division online marketing courses for a total of 15 credit hours.

• MKG310: Introduction to Marketing

  This course provides a general introduction to marketing principles and policies. Topics such as marketing functions, price policies and controls, distribution channels, merchandising, and market research, as well as competitive practices and government regulations, product development, and integration of marketing using digital technology are presented. Students also gain a basic understanding of the 4Ps (product, place, price, promotion). Students who completed MKG300 cannot earn credit for MKG310. In this course, the student will obtain a general introduction to marketing principles and policies. Course units include marketing functions; price policies and controls; distribution channels, merchandising, and market research; competitive practices and government regulations; product development; and integration of marketing with technology, a basic understanding of the 4Ps (product, place, price, promotion), and current issues. (This course is also offered through CBE. Credits earned using this option will appear on transcripts with an “EX” suffix.)

• MKG330: Consumer Behavior

  This course prepares students to analyze consumer purchasing behavior as it relates to the development of marketing mix programs. Important considerations include economic, psychological, cultural, cognitive, and social factors. Focus will include a review of the impact of digital marketing on consumer purchasing. (This course is also offered through CBE. Credits earned using this option will appear on transcripts with an “EX” suffix.)

• MKG340: Product and Brand Management

  This course provides an analysis of product and brand management as applied to goods and services. Students will be prepared to create value to targeted customers via ideation, planning/design, and implementation of successful product and brand development strategies. Brand elements will be analyzed for effectiveness.

• MKG350: Promotion and Public Relations

  This course introduces the field of advertising, public relations, and the use of digital marketing. Topics include media relations, media buying, determining appropriate media, promotions, public relations, and publicity-development tools. Students examine methods for improving customer satisfaction, relationship-building strategies, and ethics in advertising and public relations. (This course is also offered through CBE. Credits earned using this option will appear on transcripts with an “EX” suffix.)

• MKG470: Market Research

  This course provides students with the knowledge and skills necessary to understand market research and apply best practices to marketing decision-making from both a consumer and a creator perspective. Topics such as research methodology, the difference between domestic and international research, and the value of both quantitative and qualitative data are presented. Students will also learn how statistical evidence can be utilized for organizational objectives.

* Accounting and Business Management majors will take MKG410 instead of MKG310.