MRKG Business Administration and Management

Introduction to the retailing environment and its relationship to consumer demographics, trends, and traditional/nontraditional retailing markets. The employment of retailing techniques and the factors that influence modern retailing.

Introduction to basic marketing functions; identification of consumer and organizational needs; explanation of economic, environmental, psychological, sociological, and global issues; and description and analysis of the importance of marketing research.

Overview of the selling process. Identification of the elements of the communication process between buyers and sellers. Examination of the legal and ethical issues of organizations which affect salespeople.

Practical experiences in analyzing marketing studies using data-driven decision-making processes. Includes interrelationships among the components of the marketing mix.

This course provides a broad overview of the digital marketing techniques needed for designing marketing campaigns utilizing digital concepts. Students will explore the development, production and implementation of digital-marketing delivery methods including, but not limited to web-based marketing, email and mobile marketing, search engine optimization (SEO), online advertising and introductory social media concepts. Students will learn and utilize tools to measure and evaluate the effectiveness of digital-marketing campaigns which are designed to enhance customer experience. (LOCAL NEEDS COURSE)

A study of how marketing meets consumer needs. Covers consumer behavior as it affects marketing. Topics include needs, motivations, perceptions, and attitudes of consumers, and the influence of social class, culture and subculture on consumer behavior and behavior research are discussed in depth. Course addresses strategies for creating customer values and trends in customer behavior. (LOCAL NEEDS COURSE)

A study of current trends in social media followed by the development of a plan and implementation of social media marketing activities and evaluations of data using online analytics. (LOCAL NEEDS COURSE)