[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

1. Explain the interactive and multimedia elements of a web page.
2. Analyze the phases of the web development life cycle.
3. Demonstrate the use of common web page formatting features.
4. Recommend solutions to compatibility and accessibility issues.
5. Apply web design principles to the design and creation of a website.
6. Examine current trends in website design and development.

PreRequisites

None

Textbook(s)

* 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

1. Summarize the background, current state, and future potential of e-marketing.
2. Explain the importance of strategic planning in achieving a company’s objectives.
3. Summarize the seven steps in the e-marketing planning process.
4. Discuss the global differences in Internet access and usage, as a foundation for segmenting and targeting specific markets.
5. Describe the ethical and legal issues that e-businesses face in marketing online.
6. Discuss why and how e-marketers turn e-marketing into marketing knowledge.
7. Summarize the online consumer population; how behavior occurs; their characteristics and resources; and outcomes of their online exchange process.
8. Explain various bases for market segmentation, as well as the classifications and characteristics of e-marketing segments.
9. Describe how and why e-marketers use differentiation and positioning.
10. Analyze the online benefits branding, support services and labeling bring to the development of consumer and business products.
11. Explain how Internet technology is influencing pricing strategies.
12. Discuss the Internet as a distribution channel and analyze the functions the online channel members perform.
13. Describe the efficient and effective use of the Internet as a tool in the exchange of marketing communication messages between marketers and their audiences.
14. Summarize the purpose and process of building a company’s relationship capital through customer relationship management.

PreRequisites

None

Textbook(s)

* 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

1. Discuss how the field of marketing is influenced by the actions of consumers.
2. Relate consumer behavior to public policy issues.
3. Explain how consumers interpret information about products and people.
4. Examine how consumers are influenced by values as members of a particular culture.
5. Describe how self-perception influences consumers’ actions.
6. Explore how one’s personality influences lifestyle choices.
7. Explain the steps of the consumer decision-making process.
8. Analyze how consumers evaluate product selections.

PreRequisites

None

Textbook(s)

* 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

1. Discuss marketing research’s primary business functions.
2. Discuss basic research designs as applied to research in marketing.
3. Differentiate between exploratory, descriptive, and causal research designs.
4. Assess measurement’s role in conducting marketing research.
5. Consider items and scales for marketing research instruments.
6. Discuss guidelines for utilizing appropriate sample sizes.
7. Summarize key sampling methods used in marketing research.
8. Examine the marketing research process as an information-gathering process.

PreRequisites

None

Textbook(s)

* 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

1. Explain how advertising enhances the concept of integrated marketing communication (IMC).
2. Assess the impact of advertising on consumer-buying behavior.
3. Analyze the importance of considering the consumer in business-to-consumer (B2C) and business-to-business (B2B) applications.
4. Discuss the process of segmentation by identifying the target market and positioning strategies.
5. Describe the relationship between the client and the advertising agency.
6. Explain the process of advertising design as it relates to appeals and message strategies.
7. Contrast the advantages and disadvantages of using various types of media to reach a target market.
8. Evaluate promotional tools.
9. Examine regulations and ethical concerns of advertising.
10. Identify elements that enable an advertisement to influence a target market.

PreRequisites

None

Textbook(s)

* 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

1. Define direct marketing and evaluate the five marketing management orientations.
2. Analyze customer value, customer relationship management, and strategies for building lasting customer relationships.
3. Identify the attributes of a SWOT analysis and how it is used in direct marketing.
4. 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.
5. 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.
6. Describe the various media used in direct marketing and how organizations assess and distribute marketing information.
7. Analyze the personal selling process and how it is used in business-to-business direct marketing.
8. Assess how telemarketing, e-commerce, e-communications, e-care, and the Internet provide benefits for both buyers and sellers.
9. Explain how lead-generation programs and testing techniques are used to enhance contemporary direct marketing.

PreRequisites

None

Textbook(s)

* 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]

Marketing Graduate Certificate

Select 4 courses from the following:

Develops the research and strategic skills needed to excel in the Marketing industry. Upon completion of certificate requirements, students will be able to utilize basic research designs to develop marketing strategies.

[academia_course_sections title=”Marketing Graduate Certificate”][academia_course_lesson icon_type=”fontawesome” icon_fontawesome=”fa fa-file-text” badge=”lecture” title=”MBA 5841: Strategic Marketing” icon_tool_tip=”TEXT” estimate_time=”3 HOURS”]

Description

An overview of marketing management with an emphasis placed on enabling the marketing manager to create strategies that “fit” the product/service to the organization’s distinctive competencies and its target market. Develops decision-making skills in marketing and provides an overview of the strategic marketing management process. Reviews the different methods used to address and exemplify the many issues and problems that are involved in creating and implementing the marketing strategy.

Objectives

1. Formulate product market strategies based on an organization’s business, mission, and goals as a result of identifying solutions to opportunities.
2. Describe basic concepts of business management such as managerial accounting and management finance.
3. Develop a systematic process for decision making.
4. Discuss the profitability impact on various marketing strategies such as domestic and global marketing, target markets, and other market segments.
5. Manage the organization’s offering by making decisions related to new-offering development, life-cycle stage management, product positioning, and branding decisions.
6. Evaluate an integrated communication mix.
7. Make decisions concerning channel selection and modification.
8. Illustrate concepts related to price such as price determination and price considerations.
9. Explain the consideration and technologies applicable to strategic and operational controls in a marketing context.
10. Develop an integrated comprehensive marketing strategy for an organization’s offering.

PreRequisites

None

Textbook(s)

* 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=”MBA 5851: Marketing Research” icon_tool_tip=”TEXT” estimate_time=”3 HOURS”]

Description

Introduces students to the marketing research process and the importance of market research within an organization. The course includes an exploration of the methodologies that market researchers use to compile and analyze information through the use of statistical tools. Ethical aspects of market research are also be examined.

Objectives

1. Describe the scope of market research through the marketing research process.
2. Explain the difference between the methodologies of qualitative and quantitative research.
3. Examine the primary scales of measurement used in market research.
4. Interpret the criteria used for scale evaluation to assess reliability, validity, and generalization.
5. Indicate how researchers use questionnaires to obtain accurate data and minimize response error.
6. Compare probability sampling techniques utilized by marketing researchers.
7. Evaluate the significance of data analysis.
8. Discuss the importance of interpreting results with emphasis on interactions, relative importance of factors, and multiple comparisons.
9. Explain the nature and methods of bi-variant regression analysis.
10. Illustrate the ethical responsibilities of marketing research.

PreRequisites

None

Textbook(s)

* 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=”MBA 5861: New Product Marketing” icon_tool_tip=”TEXT” estimate_time=”3 HOURS”]

Description

An exploration of several new product subject areas including marketing, branding, creative design, and management issues related to new product marketing. Designed for students interested in brand management and positioning in the context of both small entrepreneurial firms and large corporations. Explores the challenges faced by marketers, business managers, and consultants in bringing a new technology to the market.

Objectives

1. Describe the management challenges associated with introducing a new product to market, including developing a brand strategy.
2. Develop strategic goals based on the strategic platform decisions and target market selection.
3. Explain the importance of the creative element with respect to developing innovative products and their respective marketing programs.
4. Assess the value of branding within the context of new product development and management.
5. Explain the impact of positioning and brand equity on new product development.
6. Evaluate methods of measuring and interpreting brand performance.
7. Examine the role of brand extensions in the management of new product introductions.
8. Discuss the management of new product brands to include management over a period of time and overcoming geographic boundaries.

PreRequisites

None

Textbook(s)

* 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=”MBA 5871: Business to Business Marketing” icon_tool_tip=”TEXT” estimate_time=”3 HOURS”]

Description

Provides a presentation of strategic marketing and business policies with an application of the business-to-business platform. Focus is placed on the organizational buyer and the need for a relationship based buying structure. Concepts include the foundations of e-commerce, retailing and advertising, market research, various marketing strategies and implementation of such strategies, and the management of business marketing channels.

Objectives

1. Differentiate between business-to-business (B2B) and business-to-consumer (B2C) marketing.
2. Analyze several strategic marketing B2B models.
3. Examine the importance of developing relationships with customers, suppliers, and buyers within the B2B model.
4. Discuss the organizational buying complexities including the long sales cycle, multiple buyers, complex purchase process, and the high volume of sales.
5. Describe the guidelines for effective marketing within the B2B sector, utilizing the marketing mix.
6. Summarize the importance of e-commerce in the business-to-business world.
7. Distinguish how global competition will impact B2B marketing.
8. Explain business-to-business marketing ethics.

PreRequisites

None

Textbook(s)

* 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]