August 30, 2024
The objective of this course is to expose students to the environment of business-to-business (B2B) marketing from a global perspective, with emphasis on how it differs from the consumer (B2C) marketing context. Concepts, models and analytical tools are studied in the areas of business-to business marketing analysis and strategy; managing business-to-business marketing processes; and putting business-to-business marketing into practice.
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August 30, 2024
A dramatically new form of marketing has emerged. Recent years have witnessed the use of such terms as subversive marketing, disruptive marketing, radical marketing, guerrilla marketing, viral marketing, and expeditionary marketing. This course represents an attempt to bring together these perspectives by providing an integrative framework called entrepreneurial marketing (EM). With EM, marketing is approached not as a set of tools (a technology)
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May 8, 2024
This course first examines the basic principles underlying consumer information processing and how marketing can influence this process. It then addresses the design, coordination, and management of marketing communications, focusing on the role of integrated marketing communications in the marketing process, particularly as it relates to branding.
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May 8, 2024
An in-depth treatment of a current area of special concern within the field of Marketing. Topics may vary. May be taken more than once for credit with different topics.
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May 8, 2024
An investigation of the marketing concept in a global environment. Factors in assessing world marketing opportunities; international marketing of products, pricing, distribution and promotion program development in dynamic world markets. Marketing practices which various businesses adapt to the international environment are studied. Attention is also given to comparative marketing systems, and planning and organizing for export-import operations.
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May 8, 2024
This course involves the analytical integration of material covered in previous marketing courses. It develops skills in diagnosing marketing problems, formulating and selecting strategic alternatives, and recognizing problems inherent in strategy implementation. The development of a comprehensive marketing plan is a major requirement of the course.
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May 8, 2024
An investigation of the marketing concept in a global environment. Factors in assessing world marketing opportunities; international marketing of products, pricing, distribution and promotion program development in dynamic world markets. Marketing practices which various businesses adapt to the international environment are studied. Attention is also given to comparative marketing systems, and planning and organizing for export-import operations.
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May 8, 2024
The For Credit (FC) Internship course combines academic learning with a short-term (part-time with a minimum of 150 hours) internship. Field experience allows participants to combine academic learning with hands-on work experience. For-Credit internships are unpaid. The organization or firm must be sponsored by the JCU Career Services Center (CSC).
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May 8, 2024
This course covers the basic methods and techniques of marketing research. Discusses the tools and techniques for gathering, analyzing, and using information to aid marketing decision- making. Covers topics such as problem definition, research design formulation, measurement, research instrument development, sampling techniques, data collection, data interpretation and analysis, and presentation of research findings.
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May 8, 2024
An in-depth treatment of a current area of special concern within the field of Business Administration. Topics may vary. May be taken more than once for credit with different topics. Students must have Junior standing to take this course.
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May 8, 2024
An in-depth treatment of a current area of special concern within the field of Business Administration. Topics may vary. May be taken more than once for credit with different topics. Students must have Junior standing to take this course.
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May 8, 2024
This course introduces students to the art and craft of multimedia storytelling for strategic business communications in the profit and not for profit sector. It provides background and analysis for how storytelling has evolved in the digital landscape, requiring communicators to rethink concepts of audience, engagement, use of trusted sources, and dynamic updating. In this context, students will take part in the hands-on, beginning-to-end creation of multimedia projects.
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May 8, 2024
This course investigates the process of new product management, starting from idea and concept generation through to project evaluation and development. The course is designed to be a workshop for new product development, allowing students to explore market opportunities and propose new concepts to the market.
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May 8, 2024
Advertising as applied in industrialized countries. Its impact on the social and economic status of the consuming public.
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May 8, 2024
This course will give students a solid understanding of the fundamentals of the strategic marketing planning process including: methods and tools of market assessment, customer segmentation analysis, development of the value proposition, positioning and planning of marketing tactics designed to deliver value to targeted stakeholders. Emphasis is placed on the need to align marketing principles and theories with the management skills needed for the preparation of a marketing plan.
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May 8, 2024
During the course students will undertake studies on brand assessment, goal setting; defining brand equity and target; Crafting a Communication Strategy; Establishing the Marketing, Communications, Public Relations and Media Strategies; Building the Marketing Plan; and Measurement and Strategic Brand Audit.
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May 8, 2024
This course focuses on issues related to Retail Management in the Fashion industry and requires both an understanding of marketing principles as well as channel management concepts. The course reviews basic concepts related to retail business such as operations, logistics, retail channels management, retail controlling and strategic location development, which develop the students ability to understand performance indicators and measure store performance.
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May 8, 2024
This course focuses on the study of consumer decision processes, consumer behavior models and their impact on the development of marketing strategies. The emphasis is on researching and in-depth understanding of the consumer decision process. Teaching methodology includes case studies and an emphasis on experiential research.
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May 8, 2024
This course focuses on issues related to retail management in the fashion industry and requires both an understanding of marketing principles as well as channel management concepts. The course reviews basic concepts related to retail business such as operations, logistics, retail channels management, retail controlling and strategic location development, which develop the students ability to understand performance indicators and measure store performance.
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May 8, 2024
This course approaches Internet marketing from a marketing management perspective. The course looks at the Internet both as a tool to be used in the marketing planning process and as an element of a company’s marketing mix. The course explores how traditional marketing concepts such as market segmentation, research, the 4Ps and relationship marketing are applied using the Internet and other electronic marketing techniques. Website design is not covered.
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May 8, 2024
The course will look at managing a professional sales force and optimizing the investments made I the organizations interactions with its most important asset: customers. Sales is a mission critical function for all organizations. Considering the recent evolution of markets, characterized by stagnation, hyper competition, shortening of product life cycles, difficulties in creating sustainable competitive advantages, sophistication of buyers, sales are becoming increasingly strategic and their management a sophisticated set of actives.
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May 8, 2024
Prerequisite: Senior standing; Recommended: at least one major elective in the area of concentration.Please contact admissions officer if interested.
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May 8, 2024
This course offers key insights into the rapidly growing service sector industry. The course is challenging and requires students to apply their knowledge and skills for the effective management of service design and delivery.
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May 8, 2024
The objective of this course is to expose students to the environment of business-to-business (B2B) marketing from a global perspective, with emphasis on how it differs from the consumer (B2C) marketing context. Concepts, models and analytical tools are studied in the areas of business-to business marketing analysis and strategy; managing business-to-business marketing processes; and putting business-to-business marketing into practice.
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May 8, 2024
This course introduces students to the conceptual frameworks, ethics, and practice associated with social marketing. This course explores how classic marketing techniques can be effectively applied beyond traditional corporate settings, in not-for-profit organizations. Students will gain an understanding of the basic principles of social marketing, and then will address fundraising and resource development as well as social communication campaigns.
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