[academia_course_sections title=”Marketing Undergraduate Certificate”][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-file-text” badge=”lecture” title=”ITC 4310: Web Design and Development” icon_tool_tip=”TEXT” estimate_time=”3 HOURS”]
Description
Presents web design principles and techniques coupled with practical experience in the design and creation of websites. Includes coverage of the latest tools, trends, and issues relating to computers and technology.
Objectives
- Explain the interactive and multimedia elements of a web page.
- Analyze the phases of the web development life cycle.
- Demonstrate the use of common web page formatting features.
- Recommend solutions to compatibility and accessibility issues.
- Apply web design principles to the design and creation of a website.
- Examine current trends in website design and development.
PreRequisites
None
Textbook(s)
Integrated Learning Resource
Publisher: (No information available)
Author: (No information available)
ISBN: (No information available)
Price: (No information available)
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at bookstore@AU.EDU.GL
[/academia_course_lesson][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-file-text” badge=”lecture” title=”MAR 2251: Internet Marketing Principles” icon_tool_tip=”TEXT” estimate_time=”3 HOURS”]
Description
Presents the conceptual and practical knowledge needed to comprehend the implications of the Internet for business. Guides learners through the concepts, trends, and characteristics of doing business online to provide the ability to develop and implement effective strategies for digital business.
Objectives
- Summarize the background, current state, and future potential of e-marketing.
- Explain the importance of strategic planning in achieving a company’s objectives.
- Summarize the seven steps in the e-marketing planning process.
- Discuss the global differences in Internet access and usage, as a foundation for segmenting and targeting specific markets.
- Describe the ethical and legal issues that e-businesses face in marketing online.
- Discuss why and how e-marketers turn e-marketing into marketing knowledge.
- Summarize the online consumer population; how behavior occurs; their characteristics and resources; and outcomes of their online exchange process.
- Explain various bases for market segmentation, as well as the classifications and characteristics of e-marketing segments.
- Describe how and why e-marketers use differentiation and positioning.
- Analyze the online benefits branding, support services and labeling bring to the development of consumer and business products.
- Explain how Internet technology is influencing pricing strategies.
- Discuss the Internet as a distribution channel and analyze the functions the online channel members perform.
- Describe the efficient and effective use of the Internet as a tool in the exchange of marketing communication messages between marketers and their audiences.
- Summarize the purpose and process of building a company’s relationship capital through customer relationship management.
PreRequisites
None
Textbook(s)
E-marketing (Rev: 7th ed.)
Publisher: Routledge (2014)
Author: Strauss, J., & Frost, R.
ISBN: 978-0132953443
Price: $192.35
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at bookstore@AU.EDU.GL
[/academia_course_lesson][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-file-text” badge=”lecture” title=”MAR 3211: Consumer Behavior” icon_tool_tip=”TEXT” estimate_time=”3 HOURS”]
Description
Investigates consumer behavior as the study of people and the products that shape their identities. Presents personal and professional relevance to consumer behavior, including psychological, social, economic, and political foundations in consumer activities. Learners analyze buying behavior by exploring the products, services, and consumption activities from a multicultural perspective, which contributes to the broader social world.
Objectives
- Discuss how the field of marketing is influenced by the actions of consumers.
- Relate consumer behavior to public policy issues.
- Explain how consumers interpret information about products and people.
- Examine how consumers are influenced by values as members of a particular culture.
- Describe how self-perception influences consumers’ actions.
- Explore how one’s personality influences lifestyle choices.
- Explain the steps of the consumer decision-making process.
- Analyze how consumers evaluate product selections.
PreRequisites
None
Textbook(s)
Integrated Learning Resource
Publisher: (No information available)
Author: (No information available)
ISBN: (No information available)
Price: (No information available)
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at bookstore@AU.EDU.GL
[/academia_course_lesson][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-file-text” badge=”lecture” title=”MAR 3231: Marketing Research” icon_tool_tip=”TEXT” estimate_time=”3 HOURS”]
Description
Introduces the marketing research process. Exploration of the many ways that marketing researchers gather information and utilize technology and the Internet in marketing research. Global marketing research is explored in detail and includes ethical, social, political, and legal implications to research activities.
Objectives
- Discuss marketing research’s primary business functions.
- Discuss basic research designs as applied to research in marketing.
- Differentiate between exploratory, descriptive, and causal research designs.
- Assess measurement’s role in conducting marketing research.
- Consider items and scales for marketing research instruments.
- Discuss guidelines for utilizing appropriate sample sizes.
- Summarize key sampling methods used in marketing research.
- Examine the marketing research process as an information-gathering process.
PreRequisites
None
Textbook(s)
Integrated Learning Resource
Publisher: (No information available)
Author: (No information available)
ISBN: (No information available)
Price: (No information available)
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at bookstore@AU.EDU.GL
[/academia_course_lesson][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-file-text” badge=”lecture” title=”MAR 3271: Advertising” icon_tool_tip=”TEXT” estimate_time=”3 HOURS”]
Description
Focuses on the importance of how businesses integrate marketing communications into their business models and how advertising is produced and transmitted using traditional and new media channels. Learners explore the global effects of marketing and advertising on business, industry, and national economies as well as the strategic function of advertising within the broader context of business and marketing.
Objectives
- Explain how advertising enhances the concept of integrated marketing communication (IMC).
- Assess the impact of advertising on consumer-buying behavior.
- Analyze the importance of considering the consumer in business-to-consumer (B2C) and business-to-business (B2B) applications.
- Discuss the process of segmentation by identifying the target market and positioning strategies.
- Describe the relationship between the client and the advertising agency.
- Explain the process of advertising design as it relates to appeals and message strategies.
- Contrast the advantages and disadvantages of using various types of media to reach a target market.
- Evaluate promotional tools.
- Examine regulations and ethical concerns of advertising.
- Identify elements that enable an advertisement to influence a target market.
PreRequisites
None
Textbook(s)
Integrated advertising, promotion, and marketing communications (Rev: 7th ed.)
Publisher: Pearson (2016)
Author: Clow, K. E., & Baack, D.
ISBN: 978-0-13-386633-9
Price: $170.89
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at bookstore@AU.EDU.GL
[/academia_course_lesson][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-file-text” badge=”lecture” title=”MAR 4625: Direct Marketing” icon_tool_tip=”TEXT” estimate_time=”3 HOURS”]
Description
An overview of direct marketing with an emphasis on database marketing, customer relationship marketing, and response-driven marketing. Explores a wide range of direct marketing initiatives to sell products and services globally. Provides more strategic integration of ideas, technology, and media into market planning.
Objectives
- Define direct marketing and evaluate the five marketing management orientations.
- Analyze customer value, customer relationship management, and strategies for building lasting customer relationships.
- Identify the attributes of a SWOT analysis and how it is used in direct marketing.
- Analyze the development of a direct marketing plan, the impact of stakeholders, and the level of involvement they have, or should have, in determining long-term strategic planning.
- Assess the role of marketing information systems in strategic marketing planning and the criteria to be considered when determining the types of data to include.
- Describe the various media used in direct marketing and how organizations assess and distribute marketing information.
- Analyze the personal selling process and how it is used in business-to-business direct marketing.
- Assess how telemarketing, e-commerce, e-communications, e-care, and the Internet provide benefits for both buyers and sellers.
- Explain how lead-generation programs and testing techniques are used to enhance contemporary direct marketing.
PreRequisites
None
Textbook(s)
Reinventing interactive and direct marketing
Publisher: McGraw-Hill (2010)
Author: Rapp, S. (Ed.).
ISBN: 978-0-07-163802-9
Price: $42.25
* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at bookstore@AU.EDU.GL
[/academia_course_lesson][/academia_course_sections]