This course surveys factors that marketing managers take into account when creating a marketing plan, including consumer behavior principles, market segmentation, product life cycle, packaging, branding, pricing, advertising, sales promotion, public relations, personal selling, product distribution methods and key laws affecting marketing practices. The course takes a practical approach to explaining how to identify marketing objectives and determine strategies for reaching them. It is useful to general business students, students who plan marketing management or marketing communications careers and those who wish to be better informed consumers. This course is also offered online. Prerequisite: Goal 1 writing requirement plus 30 credits must be satisfied.

Full course description for Marketing Principles

This course is designed to give both marketing management and marketing communications students an opportunity to study principles of the behavioral sciences of psychology, sociology and anthropology, and how they are used in creating marketing and communications plans aimed at consumer or professional buyers. Specific topics include perception processes, lifestyle analysis, personality, psychographics, motivational analysis and the influence of groups on their members' buying behaviors.

Full course description for Consumer and Professional Buyer Behavior

This course teaches a strategic approach to understanding and executing the full array of marketing communications. Topics include the essential role of integrated marketing communications (IMC) within the marketing function, product and service positioning, and the advantages, disadvantages and uses of various promotional tools such as advertising, sales promotion, publicity, public relations, personal selling and direct marketing. Special attention will be given to the constant changing role of interactive media. The course will focus on the process of developing effective IMC strategies that satisfy both promotional objectives and marketing goals, and developing an IMC plan.

Full course description for Integrated Marketing Communications

In advertising and marketing today copywriting is more important than ever. Effective copy needs to cut through the clutter, whether it's used for ads, social media, web sites, email blasts, video scripts, direct mail or brochures. The focus of this course is learning how to write compelling copy, incorporating positioning, creative briefs, research, features and benefits, creation of an advertising premise and copy organization. Writers are often expected to do it all, so the course also covers design basics and production terminology and practices.

Full course description for Advertising Copywriting, Design and Production

This course introduces students to the principles, processes, and techniques of front-end Web development. Students gain solid knowledge and practical skills in HTML, CSS, website genres, design patterns, Web writing, and usability. Students will analyze and build websites. Students must already possess basic satisfactory digital literacy, such as managing files and folders, and adding and removing programs.

Full course description for Writing and Designing for the Web I