Marketing

Spring
This course provides the student with an introduction to the study of the underlying behavioral processes as they affect consumer buying. Topics to be covered include understanding how consumers encounter, choose, and consume products. Marketers' ethics and social responsibility will also be discussed.

Fall
This course covers the fundamentals of the marketing research process and different types of procedures at each stage of the process including data collection, sampling, and statistical analysis.

Fall
This course is an introduction to integrated marketing communications (IMC) and branding. Emphasis will be placed on branding, advertising and public relations concepts, promotional writing and visual communication, and the effective use of media. Building an integrated marketing communications plan and using the plan to make decisions and measure its effectiveness will also be discussed and applied.

Spring
This course is an introduction to sales and customer service. Emphasis will be placed on the developing relationships, delivering value and delivering excellent customer service. Topics to be covered include ethics in selling, communication styles, developing product selling strategies that create value, the buying process and buyer behavior and servicing the sale and building partnerships.

This course provides an exploration of modern technology and data analytics in marketing, with a strong emphasis on artificial intelligence (AI), presentation software, Excel/data visualization, and web/social media analytics. Students will examine essential tools and systems for contemporary marketing strategies, including content management systems (CMS), customer relationship management (CRM) systems, and analytics platforms. Students will develop a comprehensive understanding of how to leverage these technologies to enhance marketing effectiveness and drive business success. Certifications from leading business technology providers are integrated into the course, providing valuable industry credentials to support career advancement.

This course is an introduction to digital marketing analytics. Emphasis will be placed on foundational analytic concepts, using analytics to make brand and customer related decisions, and anticipating crisis situations using analytics. Building a research plan and creating reports that aid in decision making will also be discussed.

Spring
This course explores digital marketing strategies and social media engagement, using the Circular Model and traditional Marketing Funnel frameworks for understanding and optimizing consumer journeys. Students will learn to navigate the dynamic digital landscape, focusing on creating, implementing, and analyzing effective marketing campaigns. Topics include understanding the digital consumer, digital strategy development, user experience design, SEO, content creation, social media marketing, e-commerce, email marketing, digital advertising, and analytics. Emphasis will be placed on practical applications, emerging trends, and fostering long-term customer relationships through continuous online engagement and loyalty-building techniques.

This course bridges the gap between education and career by providing hands-on experience in real-world marketing applications. As the culmination of the Marketing AAS program, this course challenges students to apply their knowledge and skills to real business projects through an in-class marketing agency or curated business case studies. Students will tackle marketing challenges, develop strategic campaigns, analyze data, and present their findings to stakeholders. The course also emphasizes professional preparation, including resume development, social media profile optimization, portfolio curation, and job search strategies.