Business

Principles and practices related to the role of marketing in business and the various marketing functions. Students will learn the development of the Marketing Mix (product, price, place, & promotion), brands and brand strategies, segmentation strategies and the identification of target markets, the positioning of the brand, and the marketing concept in a dynamic environment to serve consumers and stakeholders in these markets. 

Principles and methods of statistical analysis with applications to business; includes laboratory work.

Special attention is paid to capital markets and the capital management process including investor returns, capital instruments, mergers, and issues of international finance. 

An analytical introduction to the process of modern retailing in the marketplace. The focus is on shopper marketing, store design, visual merchandising, online retailing & omni-channel retailing, and the management of retail stores and service establishments.

Advertising purposes, procedures, and regulations; print media including copy & layout, broadcast media, and digital media including social media. Integrated marketing communications role in marketing strategy, decision-making, implementation, and measurement. An exploration of literary messaging, rhetorical persuasion, advertising persuasive techniques, and brand strategies as elemental in advertising campaigns. The course includes a study of the ethics in advertising focusing on the FCC regulations and the industry’s self-regulating agencies (i.e. BBB, NAD, AAF, AAAA, ANA, & CARU).  Students will create and present an advertising campaign for a business-to-consumer branded product.

Digital Marketing (DM) will give students the theoretical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping them with the skills needed to perform vital daily functions. Students will learn the basics of Search Engine Optimization (SEO) and Search Engine Marketing (SEM).  DM allows businesses to gain a competitive advantage through the creation and distribution of valuable, relevant and consistent content to attract and retain clearly-defined audiences. Third party digital and social media certifications will be embedded into the course.

Social Media Marketing (SMM) will prepare students in the use of social media by marketers to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers. SMM allows businesses to gain a competitive advantage through the creation and distribution of valuable, relevant and consistent content to attract and retain clearly-defined audiences. The course includes social media content creation, conversation, and metrics. Students will design and implement social media marketing strategy in an online simulation.

This course is designed to explore ethical norms and behavior faced by and expected of the Manager/Owner of a profit seeking risk taking enterprise. Special attention will be given to the interaction of administration to employees (union or otherwise), investors, customers, supply chain partners and competitors. Course will use a case analysis and decision oriented approach.

Communicative process at all levels; communication theory and practice and variables affecting intra-organization communications.

Top management's problems of determining objectives, developing policy, and directing organizations to integrate several operational divisions of an enterprise. Case analysis and simulations illustrate the interrelationships of functions and essential unity of business concern.