Marketing

For marketing managers, company generalists, entrepreneurs and non-marketing professionals, this course provides a strong understanding of fundamental marketing principles and practices. Students will learn the role and application of the "4 P's"-product, price, place and promotion-in developing a strategic marketing plan. In addition, students will gain experience with market segmentation, positioning, the product and service development process, financial budgeting and integrated marketing communications. By the end of the course, students will have experience creating an integrated, strategic marketing plan for a product or service in the marketplace and will have the skills and knowledge required to create plans for their own organizations.

Determine what it is you want your web site to do, then learn how to make your site accomplish those objectives. Strategic use of the Internet can increase the efficiency and effectiveness of your overall marketing program when you know what options are available to you in terms of techniques and tools. Learn how you can use your web site as a research tool, selling tool, and communications tool. Discover how to develop and use your web site to provide customer service, test new products, and obtain marketing research information. This course is a must for marketing professionals who must collect and analyze market data to develop strategies that increase sales.

Determine what it is you want your Web site to do, then learn how to make your site accomplish those objectives. Strategic use of the Internet can increase the efficiency and effectiveness of your overall marketing program when you know what options are available to you in terms of techniques and tools. Learn how you can use your Web site as a research tool, selling tool, and communications tool. Discover how to develop and use your Web site to provide customer service, test new products, and obtain marketing research information. This course is a must for marketing professionals who must collect and analyze market data to develop strategies that increase sales.

The success of your marketing program rests on effective market research and knowing as much as possible about your current customers, prospective customers, and your competition. Explore the most advanced market research methods including usage of web-based tools. Learn how to analyze research data to measure the effectiveness of your marketing program, determine what changes are needed, and implement a competitive strategy. Explore the factors that impact consumers' buying decisions and learn how to affect demand for your product or service. Understand the tools/techniques for acticipating competitive strategies so you can outmaneuver your competitors.

A practical, hands-on course in developing and executing a successful marketing campaign. Working independently and in groups, students will prepare a creative brief outlining the campaign strategy and learn to write key marketing materials for the campaign: Print ads, TV and radio commercials, direct mail, press releases, and online ads. Additionally, students will receive personalized assistance in developing an effective resume and cover letter.

Understand the modeling and mechanics of preparing a marketing plan with a focus on both understanding strategic and tactical planning. Learn how to analyze marketplace dynamics, identify customer and business needs, prepare a creative strategy, build an action plan for implementing the strategy, develop budgets and financial projections, and analyze the plan's effectiveness. Other topics include how to work with agencies and internal departments, and how to "sell" the marketing plan to senior management.

Historically, marketing programs focused on understanding and knowing the consumer, the ultimate buyer of your product or service. The internet is creating tremendous new opportunities for business-to-business marketing, changing the 4Ps as we know them to a modified set of Ps based on relationship marketing, creating customer value, and competing in a global environment. To thrive in this marketplace, the student must master a diverse skill-set, which includes assessing market trends and risks, understanding customer needs, implementing value based marketing and pricing programs, and leveraging technical, distribution channel and marketing communications resources for maximum advantage. This course provides the edge needed to understand company culture, procedures, and buying dynamics for B2B products and the tools to follow through with appropriate market plans and strategies.

Discover how you can use the vast resources of the new media and online communication tools to your organization's advantage. Learn what makes a "story" and how you can increase the odds that yours will be selected for publication in newspapers, magazines, radio, television, and on the Internet. Gain an insider's grasp of how to communicate effectively with reporters and editors. Learn how to develop and maintain a network of contacts to increase your competitive edge within the media. Understand how news cycles on the Internet differ from traditional media. Today's manager or marketing professional will obtain relevant, hands-on training in the development of a successful PR and new media program.

Customer relationship management is a business strategy that provides the enterprise with a complete, consistent, and integrated view of its customer base. This course focuses on customer satisfaction and retention using WWW technologies. Learn to balance the alignment of customer business processes with technology integration. Understand the strategies for first-call resolutions, customer loyalty programs, customer interaction centers, and productive marketing automation. Learn the steps for integrating electronic commerce with a comprehensive CRM strategy.

In this course, students develop a working knowledge of how to initiate and develop a brand process within their own organization, and how to integrate brand strategy into communications. Students will develop a working knowledge of predominant brand theory as well as new perspectives on how to achieve branding success. Topics include: anatomy of brands, brand lifecycles, building brands, brand integration, and online branding. Students will learn the methods and techniques for creating and maintaining a brand from product differentiation to brand communications, and will actively participate in projects to emulate the brand development process. This course is also an elective in the Investor Relations program.

One topic of discussion in the business world that never seems to fade is the ever-increasing amount of competition out there. Businesses have to get more and more creative in finding ways to differentiate themselves from the rest. One such approach you can use to examine differentiation is through Experience Management. This course walks you through the concept of Experience Management and how it is applied in various industries. Students discuss what it is, what it means for businesses today and how to take a systems theory approach to applying it to a company. Topics include: functional and emotional connection for consumers and employees, relevancy for customers, designing from the inside out. Students work through the process of applying the content and learnings to an organization in an effort to fully understand the concept.

Social network marketing (a.k.a. viral marketing) has become a lower cost, innovative way to exponentially increase the marketing reach of companies. Companies, such as Facebook, MySpace, and LinkedIn, have become the premier examples of how companies have leveraged this new way of marketing. This class will explore social networking and how companies have utilized this technique to increase its member base, which has led to incremental streams of revenue or opportunities for potential buy-outs and offers. Whether someone is starting his or her own business or managing a business unit within a company, this class will assist in thinking through when and how to apply social networking.