Marketing Communication
COURSE DESCRIPTIONS
230 Marketing Principles
(3 s.h.) This course introduces the basic principles of marketing, including marketing strategy, marketing communication, and the interaction between organizations and consumers. Emphasis will be on economic, social, cultural, and legal environments in which marketing occurs. Students gain understanding of traditional marketing concepts and current marketing thought, and practical experience through analytical and creative projects.
240 Principles of Advertising
(3 s.h.) For course description, see COMM/MKTC 240 in the Communications listing.
260 Principles of Public Relations
(3 s.h.) For course description, see COMM/MKTC 260 in the Communications listing.
336 Cross-Cultural & Global Marketing
(3 s.h.) Studies marketing concepts and decision making across cultures, both domestic and international. Emphasis on comparative differences in markets, marketing functions, and socio-economic and cultural differences between domestic and international marketing. *Prerequisite: BUAD 230.
338 Marketing Research
(3 s.h.) The study of the marketing research process, including design, methodology, analysis, and interpretation. Students gain understanding of both qualitative and quantitative methods as well as exposure to current technological research applications. Practical application comes through completion of consumer research projects. *Prerequisite: BUAD 230.
362 Consumer Behavior
(3 s.h.) Explores the theories, principles, and current perspectives related to consumer behaviors, motivations, and experiences. Students gain understanding of cultural, socio-economic, self-concept, lifestyle, interpersonal, and perceptual factors in consumption. *Prerequisite: BUAD 230.
387 Marketing Communication Internship
(3 s.h.) Focuses on practical experience of a professional nature. It can be a valuable testing ground for possible career opportunities. Student, professor, and supervisor at the internship site will negotiate terms and expected outcomes of the internship experience. Log and summary paper will be standard requirements, along with other deliverables as specified by the professor and supervisor.
400 Integrated Promotional & Brand Strategy — Senior Experience
(3 s.h.) In this capstone course, taken the final year, a student chooses to conduct a review and analysis of customer communication components and branding strategies, or develop a comprehensive integrated marketing communication campaign. Both involve research, planning, execution, evaluation, and formal presentation or event, with the primary goal of generating a professional-quality, comprehensive sample of a student’s capabilities to include in a portfolio for potential employers.
401 Senior Project Implementation and Critique
(1–3 s.h.) The design of the senior experience may require more than one semester for the student to complete a project/event through the implementation stage. Students may request during the planning and scheduling stage to extend to a second semester for the purpose of implementation and critique. *Prerequisites: senior standing and permission of instructor.
