Undergraduate Certificate in Marketing Online

In this up-to-date, comprehensive survey, BUS-300 addresses forms of business ownership, management and organization, human resources management, marketing, social media and e-business, information systems, accounting, and finance. Core topics emphasize ethics and social responsibility, small business and entrepreneurship and global issues, while new coverage examines the impact of social media on business, international business, green and socially responsible business, and sustainability

Throughout the course, you will meet the following goals:

• Define business and identify potential risks and rewards.
• Identify the types of ethical concerns that arise in the business world.
• Explain the economic basis for international business.
• Describe the advantages and disadvantages of various forms of business ownership.
• Describe the four basic management functions: planning, organizing, leading and motivating, and controlling.
• Describe the major components of human resources management.
• Explain why it is important for a business to use social media to promote their business.

BUS-306 Principles of Marketing

In this introductory Marketing course, students learn the experience and process of actually doing marketing, not just the vocabulary associated with it. BUS306 is broken into five dominant themes of marketing: service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics. There is also updated coverage of developments in the influence of social media to empower consumers and marketing’s use of social media. This includes sentiment analysis, mobile marketing, and customer service and complaint tracking as a communications and promotions channel.

Throughout the course, you will meet the following goals:

• Define marketing and outline its components
• Describe the different types of product strategies and market entry strategies that companies pursue.
• Understand the branding decisions firms make when they're developing new products.
• Explain the laws that regulate online and other types of marketing.

BUS-422 Consumer Behavior

BUS422 focuses on the varied topics related to the consumer behavior discipline with a particular focus on the contemporary issues of consumerism, marketing, and social media. This course is about a subset of behaviors—the psychology and sociology of human behavior as it relates to consumer decision making and action. Shopping, buying, and consuming goods and services that deliver desired benefits is a major focus as well. Understanding what benefits consumers are seeking and how they make decisions, shop, buy, and actually consume helps marketers develop and carry out more effective marketing strategies.

Throughout the course, you will meet the following goals:

• Explain the nature and role of the consumer in the marketplace.
• Understand the consumer decision-making process.
• Understand how memory, motivation, and beliefs influence purchasing.
• Identify how culture, social class, and social identity affect decision making.
• Describe the role of sociology and technological innovations in consumer behavior.

BUS-424 eMarketing

This course combines academic theory and practical experiences to thoroughly cover all aspects of online marketing. Topics covered include: Search Engine Marketing, Affiliate Marketing, Web Analytics and Conversion Optimization, Web Development, Online Copywriting, Online Advertising, WebPR, Online Reputation Management, Pay Per Click Advertising, Viral Marketing, Social Media Marketing, Search Engine Optimization, and eMarketing Strategy.

Throughout the course, you will meet the following goals:

• Develop an understanding of how the Internet evolved.
• Understand how e-mail developed into an important eMarketing tool.
• Understand the advantages and disadvantages of online marketing.
• Understand the digital experience from the customers’ point of view.
• Explain why search engine optimization is crucial to today’s businesses.
• Describe the social and regulatory issues surrounding online marketing.
• Explain the role mobile marketing plays in the advertising strategies of the future.

BUS-425 Developing New Products and Services

A central theme of BUS425 is that there is a constant struggle going on in every organization, business, and system between delivering feature-rich versions of products and services using extravagant engineering and delivering low-cost versions of products and services using frugal engineering. This course will provide students with this notion and how to manifest it as a contributing employee at any company.

Throughout the course, you will meet the following goals:

• Understand the fundamental concepts related to understanding differentiation and the diffusion of innovations within the context of monopolistic competition.
• Identify the three approaches to price discrimination and product differentiation.
• Understand PD curves that exists between developing Midas and Hermes products.
• Describe development points in the business cycle for a new venture.
• Describe the frameworks of real option concepts and strategic action.
• Describe how the Ten–Ten planning process can be used to develop business plans.
• Identify the process and elements that are used to develop a full-blown business plan.
• Understand the basic difference between goods and services.
• Describe the nine supersectors that comprise the service economy