300

Marketing is a quickly changing discipline. Technology has radically changed the way a company reaches their customer. In this course, the student will explain the characteristics and consumer behaviors of the five current generations in the marketplace. By comparison and contrast of the characteristics and consumer behaviors of these five generations, the student will describe the effect each generation has on marketing strategy. In addition, the student will analyze the ethical implications of marketing to each generation in the marketplace from a biblical worldview. Prerequisite: MKG-421

Using a biblical framework to measure success of mission and goals of non-profit organizations, the student will evaluate competitive advantages and core competencies of these organizations. All elements of the marketing mix as it relates to non-profit organizations will be studied through comparison and contrast of these elements. A thorough study of fundraising and donor development strategies will be completed by the student. By appraising governance mechanisms of non-profit organizations, the student will be able to identify how public relations strategies are used by non-profit organizations.

A study of major factors that influence consumer purchase behavior. Such factors as cultural, social, personal, and psychological are studied. Special emphasis is given to the buyer decision-making process. Prerequisites: MKG-210 and admission to the CAS Business Division or admission into the CAPS BSMK program.

A study of the marketing of services as opposed to the marketing of products. Topics include distinct aspects of service marketing, management of service marketing systems, and positioning the service organization. Prerequisites: MKG-210 and admission to the CAS Business Division or admission into the CAPS BSMK program.

The students will explore PC to enterprise level computer hardware, software, and databases used to make marketing decisions and create e-commerce solutions. By surveying rapidly changing customer service management in a digital environment from a biblical perspective, the student will learn best practices and information technology systems marketers use to establish customer life cycle processes and enterprise level marketing applications. The student will also evaluate marketing leadership careers and their relationship to information systems.

The student will compare and contrast numerical descriptive statistics used to make marketing decisions. By describing data used for market decision making, the student will learn how to organize and visualize market data used in business presentations for maximum audience impact.

A study of sales effectiveness, management of sales activities, the character of the marketplace, and development of creative selling skills. Prerequisites: MKG-210 and admission to the CAS Business Division or admission into the CAPS BSMK program.

An in-depth study of the administration of advertising, consumer advertising, industrial advertising, and professional and trade advertising. Actual advertisements are developed and tested for effectiveness. MKG210 and admission to the CAS Business Division or admission into the CAPS BSMK program.

The rapid fluctuation of strategies for promoting products to consumers may create havoc for the marketer. In this class, the student will build a foundation on promotions by describing the evolution of promotional activity, its effect on marketing strategy, and demonstration of promotional ROI measurement. In addition, the student will explain the selling process and determine the types of promotions used to develop long term relationships with consumers. The student will also evaluate the use and effectiveness of sponsorships, public relations, trade fairs, and exhibitions. Moreover, the students will discuss regulatory and ethical environments of promotions from a biblical worldview. Prerequisite: MKG-421

Students will learn how to evaluate social media platforms used to achieve strategic goals. The effective use of audio, visual, and written social media communication strategies within a marketing campaign will be explored. The use of traditional media and social media will be compared when forming communication strategies. Students will be able to identify trends and explain how social media impacts business and society. Biblical and ethical principles will be integrated into social media business strategy development.

As the consumer profile is rapidly changing, the student will identify current and future consumer behavior trends in relationship to social media. By using a biblical framework to determine social media engagement strategies, the student will appraise social engagement success in relationship to company mission and goals. A thorough evaluation of social media as it relates to generational differences will be included as cultural, social, psychological, and individual factors of consumer behavior in relationship to social media are explained. In addition, the student will compare and contrast platforms used for social engagement using social media.

Using a biblical framework to evaluate social networking business strategies, students will explain the impact of using social media and social networking in marketing strategy, business strategy, and society. The students will evaluate social networking platforms use for reaching company goals. By using comparison and contrast, generation differences in social networking will be used to identify current and future trends in social networking. In addition, students will appraise how personal, mobile, and professional social networking contributes to business success.

The course is an introduction to Digital Marketing that explores the field and provides an understanding of basic tools needed to be a successful digital marketer. This course examines the role of digital marketing within the larger organization. Prerequisites: Admission to the Business Division.

An opportunity for advanced students to obtain valuable work experience and gain expertise in relating classroom material to actual business endeavor. A professional-quality paper analyzing one or more business applications will be prepared under departmental faculty supervision. Prerequisites: MKG-210, one 300/400 level Marketing major course and Admission to the Business Division.

This course is an in-depth study of market research ranging from its role in decision-making to process and design to analysis and reporting. Multiple research methods will be reviewed and evaluated through application questions, exercises and case studies. Special emphasis will be placed on sampling, questionnaire design, and applying statistics in quantitative research. Ethical issues and considerations will be addressed during the course. Prerequisite: residential students - MKG-210 and admission to the CAS Business Division or permission of the instructor; IWU-National and Global students - MKG-421 or equivalent foundational marketing course and MKG-351 or equivalent entry level statistics course

Service-Learning is an educational experience in which students participate in organized service activities that meet identified community and/or university needs. Prerequisite: Admission to the Business Division.