Electives
Electives (3 courses, 9 credits)
Students may take elective courses after completing the foundation courses. Before taking an elective course, students must contact the marketing academic adviser to establish a plan to complete the degree requirements. Students must take three electives from the list below:
- 762.711 Integrated Marketing Communications
- 762.732 Brand Management
- 762.734 Media Strategy, Analysis and Planning
- 762.754 Public Relations Strategies
- 762.755 The Four Spheres of Marketing: A Comparative and Confluence Analysis
- 762.756 Special Topics in Marketing
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762.711 Integrated Marketing Communications
Integrated Marketing Communications is a strategic process to drive brand communication and not simply product promotion programs. This course looks at a variety of communications disciplines (e.g. advertising, direct mail, sales promotion, public relations, internet marketing, etc.) and combines these to create a unified and consistent message to maximize impact. Students will develop a positioning goal and employ research and analysis to aid in developing consumer focused marketing plans from which to create consistent communications. An overview of positioning and examining what constitutes good marketing copy will be studied using real world cases studies.
Notes: Formerly: Promotional Strategy, Management and Design (3 credits)
Prerequisite(s): ( BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.730 AND BU.762.731 ) OR ( BU.753.701 AND BU.756.701 AND BU.761.700 AND BU.761.731 AND BU.762.703 AND BU.771.732 AND BU.771.750 )
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762.732 Brand Management
This course examines the value proposition for creating a strong brand and analyzes the relationship between branding, customer loyalty, pricing, and market leadership. Learning the principles of brand management, students utilize newly acquired knowledge to build a plan to make products brand leaders. (3 credits)
Prerequisite(s): ( BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.730 AND BU.762.731 ) OR ( BU.753.701 AND BU.756.701 AND BU.761.700 AND BU.761.731 AND BU.762.703 AND BU.771.732 AND BU.771.750 )
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762.734 Media Strategy, Analysis and Planning
The course presents the theory and application of media strategy in terms of the implementation required to reach specific target markets. Topics include the effects of media planning on product life cycle, response models to view competitive communication opportunities, and reach and frequency analyses. Additional topics include estimating total audiences and reach models, audience overlap and duplication, estimating frequency of exposures, media selection models, choice viewing and rating models, media considerations, and evaluation. Students evaluate considerations in media buying and negotiations with creative conceptualizations as drivers of successful media plans. Case analyses, exercises, and computer applications assist in learning. (3 credits)
Prerequisite(s): BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.730 AND BU.762.731
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762.754 Public Relations Strategies
Corporate communication management involves careful analysis of the role and effect of public relations in the contemporary world. The course examines the justification of public relations, its values and purposes. Students are taken through the critical steps of public relations research and analysis; campaign development, program and special events planning; human communication theory and application; and evaluative research. With an emphasis on current public relations issues and opportunities, the course offers an in-depth examination of techniques for effective use of controlled and uncontrolled publicity. The role of communication management in business, industry, and nonprofit institutions is examined through case studies and practical exercises.
Notes: Formerly: Corporate Communication Management (3 credits)
Prerequisite(s): ( BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.730 AND BU.762.731 AND BU.762.717 ) OR ( BU.756.701 AND BU.761.700 AND BU.761.731 AND BU.753.701 AND BU.762.703 AND BU.771.732 AND BU.771.750 )
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762.755 The Four Spheres of Marketing: A Comparative and Confluence Analysis
This course combines the disciplines of services marketing and business-to-business marketing. It examines the strategies employed in marketing’s four spheres: products and services marketed to consumers and businesses. The primary learning outcome is for students to understand the similarities and differences between marketing to consumers and marketing to businesses and how these vary whether it is a product or service that is being offered to the marketplace. This course begins by discussing the main marketing concepts that are common across disciplines. The emphasis is largely on areas related to strategy and the types of analyses needed to make informed decisions. Students will learn through the use of readings, case studies, and rigorous analysis. Class discussion and critical thinking will provide the bases for learning.
Notes: Formerly: Marketing of Services (3 credits)
Prerequisite(s): ( BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.730 AND BU.762.731 ) OR ( BU.753.701 AND BU.756.701 AND BU.761.700 AND BU.761.731 AND BU.762.703 AND BU.771.732 AND BU.771.750 )
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762.756 Special Topics in Marketing
This course provides students with the opportunity to focus on a special topic in marketing. The topic varies and is based upon current and relevant issues and trends faced by the marketing professional in the 21st century. Check course schedule listing. Possible topics include, but are not limited to, nonprofit marketing, e-marketing, and supply chain management. (3 credits)
Prerequisite(s): ( BU.762.702 AND BU.762.703 AND BU.762.709 AND BU.762.730 AND BU.762.731 ) OR ( BU.753.701 AND BU.756.701 AND BU.761.700 AND BU.761.731 AND BU.762.703 AND BU.771.732 AND BU.771.750 )
