400

Students in this course analyze basic marketing principles and apply them to health care, and compare and contrast the marketing needs of individual patients versus corporate America as a customer, recognizing the diversity of the healthcare consumer's perceptions of care and wellness. Students investigate the various healthcare delivery models as changers of healthcare marketing. Students determine advancement strategies for donor development, donor relations, grants, network development, branding, and corporate sponsorships that result in sustainable funding. Students develop a biblically based integrated marketing strategy that guides communications with all stakeholders.

Students will evaluate the relationship of the rapidly changing market environment to ethical and legal marketing decisions using a biblical framework. Students will identify the target market and effective market strategies using market data. Students will compare and contrast social media, traditional media sources, and branding strategies while appraising marketing mix variables and marketing channels for effectiveness in implementing marketing strategies.

The planning and administration of marketing programs is the primary emphasis of this course. This course centers on the analysis of marketing opportunities and the development of strategies for achieving marketing plan goals and objectives. Prerequisites: Two upper-level Marketing courses and Admission to the Business Division.

With a thorough understanding of the differences between government funded and non-government funded organizations, the student will use a biblical framework to evaluate the image strategies for government funded organizations. The student will evaluate governance structures of government funded organizations in relationship to political interactions, partnerships and marketing. By comparing and contrasting the elements of the marketing mix for government funded organizations, measures of success and competitive advantage for these organization will be identified. In addition, grant and contract funding sources necessary for mission and goal fulfillment are appraised.

Brand is an often misused and confusing word to the consumer. In this course, effective brand management will be studied by defining the foundational concepts of brand, brand loyalty, equity, and brand value. By analyzing the connection between the concepts of localization, personalization, and globalization in brand management, the student will be able to analyze the effects of digital integrated marketing communications on brand strategies. In addition, the student will demonstrate use of the brand business scorecard and data analytics to develop and manage brands. Using a biblical worldview, the student will evaluate how trust affects brand leadership and management. Prerequisite: MKG-421

This course explores the branding process by creating a long-term branding solution for a "firm's brand." Students will also develop their own "individual brand." The branding process will involve the evaluation and development of brand: meaning, objectives, target markets, barriers, packaging, pricing, rebranding and promotion. Prerequisites: Admission to the Business Division.

In a rapidly changing marketing environment, the student will examine terminology, trends, importance, and effectiveness of marketing analytics. By explaining measurement variables used in marketing analytics, the student will learn to establish customer behavior patterns that drive marketing decisions. A survey of analytics tools used to interpret market analytical data will be conducted to lay the foundation for using marketing analytics to drive effective marketing decisions from a culturally diverse and biblical perspective.

Using a biblical framework to determine social media content and publishing strategies, the student will evaluate social publishing platforms for use in reaching company goals. With the rapid expansion of social publishing modalities, the student will analyze audio, visual, and written publishing methods and strategies. Social publishing strategies will be studied through comparison and contrast of traditional and social forms of media. In addition, the student will identify current and future trends in social media publishing.

The student will explain the sources, organization, management, and access of market data from a biblical and culturally diverse perspective. Market data using models and tools used in predictive analytics, including commercial and open source technology, will be analyzed by the student. The student will learn to apply market data results to communicate customer and competitive intelligence to teams and senior management.

Using a biblical framework to analyze social commerce strategies, students will identify current and future selling trends using social commerce. With a thorough study of the intersection between e-commerce and social media, students will appraise multiple social commerce strategies needed to reach company goals. Social commerce platforms will be evaluated and include comparison and contrast of payment processing platforms in relation to social commerce.

Advertising has seen enormous transitions by the use of technology. To build a foundation in digital advertising, the student will discuss the evolution of digital advertising and its role in the marketing mix of an organization. In addition, the student will demonstrate the strategic and creative process for the selection, creation, and production of digital advertising. The student will also analyze how the concept of integrated marketing communications and digital advertising intersect to develop consumer relationships. Moreover, the student will explain the economic, social, and regulatory aspects of advertising from an ethical and biblical worldview. Prerequisite: Successful completion of marketing program courses with the exception of MKG-435 which may be taken concurrently with MKG-465

The student will define terminology related to data mining and the use of data to make customer centric business decisions. Through developing a working knowledge of database management, the student will explore marketing applications of data-driven marketing tools for use in making marketing business decisions. By illustrating the processes used to select, model, and deploy data, the student will learn to implement data driven marketing programs. Privacy concerns and ethics of working with customer data from a biblical worldview is presented. Prerequisite: Successful completion of marketing program courses with the exception of MKG-460 which may be taken concurrently with MKG-470

An opportunity for advanced students to pursue further study in a marketing field of interest in which they have exhausted catalog offerings. Prerequisites: MKG-210 and Admission to the Business Division.

A seminar course intended to develop the senior marketing major's research skills and professional writing skills in anticipation of the major seminar presentation to be delivered publicly in the following semester. Prerequisites: ACC-201, ACC-202, BUS-100, BUS-362, ECO-211, ECO-212, FIN-340, MKG-210, MNG-280 and either senior classification or written permission of the Business Division.

A seminar course intended to develop the senior marketing major's professional presentation skills as he/she prepares and delivers the results of the research in MKG-498 from the previous semester. Prerequisite: MKG-498.