Marketing concentration grows out of advanced level courses which prepare students for today's fast changing consumer and service environments. Thorough coverage is given to the development of a corporate marketing orientation. Cutting edge concepts are introduced which expand upon the 4 Ps of marketing and into the newest approaches to marketing strategy, service marketing, public relations and others.
MBA 640 – International Marketing
The purpose of this course is to enable students to achieve an overview of marketing management issues, techniques and strategies needed to apply the marketing concept to the world marketplace. Emphasis is upon analysis of the international environmental factors, such as political, legal, economical, culture, technology, and infrastructure and its influence on marketing strategies.
MBA 641 – Integrated Marketing Communications
More and more organizations have recognized the need to have multiple areas of business development all on the same page. Whether it is integration functionally or literally, the disciplines of marketing, public relations, planning, government relations, and other sub-disciplines must come together as a unified, coordinated whole. This course concentrates on creating an understanding of Integrated Marketing Communications using a combination of lecture, interactive exercises and guest speakers from the business community.
MBA 642 – Not-For-Profit Marketing
The world of not-for-profit is different from large manufacturing and service industries. From inclusion of fundraising, use of volunteers, and limited resources, not-for-profit marketing uses a different mind-set and expanded set of tools from it’s corporate counterpart. This course concentrates on the differences between the for-profit environment and the non-profit sector, including healthcare, human services, government, religion and utilities. The course reviews the traditional elements of marketing and their application in a non-profit environment.
MBA 643 – Service Marketing
To gain an edge in service marketing, one must first build a strategy. That strategy must limit itself operationally and in scope or one ends up with service too diffused and ineffective. Customers can be classified in many ways; two obvious ways are the cost and convenience of serving a particular group. Good service meets or exceeds customers' expectations. A service provider can do a lot to position itself so that it can manage these expectations. Service Marketers find themselves going beyond the “4 P’s” to consider people, process, politics and the physical design that is the “servicescape.” This course concentrates on the intangible aspects and customer focus of service marketing and teaches the tools and strategies needed to succeed in a service industry using a combination of lecture, interactive exercises and guest speakers from local service organizations.
MBA 644 – Public Relations
In today’s ever changing environment, marketers will sometimes find themselves reporting to public relations professionals, having public relations people reporting to them or working alongside PR professionals as equals. Marketers must have a clear understanding of the nuances of this communications-heavy applied social science and its sub-disciplines including special events coordination, media relations, investor relations, consumer relations, government relations and publications. This course clarifies the differences between marketing and public relations and provides those in either discipline area an understanding of the strategies and tactics of public relations and how those interact with the strategies and tools of marketing.
