This course focuses on the development and execution of strategic marketing plans using case analysis, market research, and managerial decision-making. Students apply segmentation, targeting, positioning, and marketing mix strategies to real-world business scenarios and a comprehensive marketing plan project.

This course examines how marketing performance measurement influences executive decision-making, investment strategy, and organizational behavior. Students learn to design, interpret, and communicate marketing analytics in ways that support strategic leadership decisions rather than surface-level reporting. Through applied cases and cumulative projects, students develop KPI frameworks, evaluate attribution models, analyze short- and long-term performance tradeoffs, and translate analytics into executive dashboards and recommendations. The course emphasizes decision relevance, risk awareness, and governance of marketing performance systems under real-world uncertainty. By the end of the course, students produce a portfolio of professional artifacts demonstrating their ability to turn complex marketing data into clear, defensible, leadership-ready insights.

Students explore international strategies, special goals, decision making processes across several countries and the selection of entry strategies for foreign markets.

This course is a study of developing and administering current techniques of data collection, statistical and computer analysis of data and the oral and written presentation. Applications of marketing research information are analyzed for relevant business situations.

This upper division marketing course discusses the strategic implementation of online digital media tools as they relate to a firm’s integrated marketing communication strategies. The primary focus of this course will be on understanding social media, how to build successful social media marketing strategies, and how to track their effectiveness through a hands-on Digital Marketing Plan project. Students will use several real-world cases to examine course topics, effectively and concisely communicate marketing analysis and recommendations.

This course discusses the use of social media analytics tools in order to assess if the current social media plan is successful in achieving its set goals. You will learn how to setup and use some of the leading web analytics tools available such as Google Analytics, Woopra, SocialAnalytics, Webtrends Analytics, Twitter Analytics, Facebook Analytics and/or Visistats. These tools use several techniques including server log files, cookies, web bugs, and page tagging. The course will also cover the key performance indicators for a website which are referred to as Website metrics.

Designed for an increasingly competitive environment, this course explores how marketing has become a responsibility of all employed in the healthcare field. Students are introduced to unique strategies and techniques as well as proven marketing concepts. Terms and theories are explored using case studies.