LM - Marketing (Accelerated)

Marketing is the engine that drives all successful organizations. This course provides a strong foundation of all the principles which make up the art and science of marketing. Students are introduced to the theory and application of advertising, promotion, sales, public relations, marketing research and consumer behavior. Subsequent marketing courses build on this important foundation of marketing knowledge. This is an essential course for anyone interested in business.

This is an introductory course in social media marketing. It discusses how to use the social media to market your company's services and products. It defines what social media is and lists the different types of social media technologies available such as Twitter, LinkedIn, Facebook, Delicious, Digg, Myspace, YouTube, Yelp, Google, Flickr, Upcoming, Squidoo and Podcast. The course discusses the process of developing a marketing plan using social media and also presents how to measure the effectiveness of social media and the ROI using a number of metrics.

Exploring one of the most exciting and visible components of business, students will examine the key functions of advertising agencies, their use of the various media, and the techniques employed to develop effective advertisements. As part of this course, students will develop a complete advertising campaign, there-by obtaining hands-on experience with creative design, media planning and budgeting.

Encompassing much more than dealing with consumers, salesmanship plays a role in nearly every aspect of business communication, from interviewing for a job to presenting ideas and recommendations to management. Building on buyer motivations (the psychology of selling) and social styles, students learn to develop and deliver effective presentations that close more sales and build long-term customer relationships.

Students explore the ways firms utilize digital technology to optimize their business through greater efficiency and more effective marketing strategies. In the ever-changing world of electronic business and the Internet, students learn the principles that drive e-business and the strategies that have defined success or led to failure. Students learn about digital communications, the 4 Ps in relation to the Internet, e-commerce, online research, customer relationship management and more- as the internet continues to evolve.

Study and practice in developing media for the Web. Students learn how to use industry standard software to create, edit, and process digital media content for use in specific applications such as interactive websites and platforms. This course is "hands on" allowing students to take digital photographs and video, edit these visuals, and incorporate the product into websites and social media. Student teams follow a production process: concept, design, content development, product testing, and publishing to learn how to create media that effectively uses marketing strategies on websites and Social Media tools.

Public Relations is about building mutually beneficial relationships between organizations and their audiences. Today we recognize new ways of doing this, specifically using social media. It is social, personal, and messages are spread by the masses. This course discusses the development of PR contents for all types of social media such as blogs, newsrooms, wikis, twitters, website copy, SEO, press releases, and taglines.

Students explore and analyze international markets and strategies.

In the competitive climate of today's business world, marketing is making an increasingly important contribution in both setting and achieving company objectives. Analyzing an industry and its companies in detail, and drawing on all aspects of marketing theory, students learn to develop and present a comprehensive "marketing plan" - the centerpiece of marketing planning.