10 courses with the subject MRK, each shown exactly as we captured it from the college's catalog, with every element we hold. Where the wording looks broken, that is our reading of the catalog, not the college's text.
MRK 230Principles of Marketing3
Marketing is more than just advertising: it includes developing products and services that meet consumer needs, delivering them at a particular place, and at a market-friendly price point. Modern approaches include not only knowing what each customer wants but building relationships to sustain growth over time through the use of data-driven customer relationship management systems. Marketing is more than selling, it’s about crafting a unique and compelling experience that customers return to again and again. Career paths in this field are introduced, as well as how marketing applies to diverse sectors such as arts, humanities, healthcare, and the sciences. This course is suitable for all majors; it uses open education resources so there
The public statements of a company or organization impact customers, business partners, and other stakeholders. This course examines public relations opportunities, including appropriate techniques such as digital press releases, video clips, social media messaging, and traditional media spend on PR campaigns, including impact analysis. Integrity challenges such as ethical lapses or data breaches can impact organizational reputation, and students discuss appropriate techniques to help sustain and preserve an organization’s reputation and standing when confronted with negative developments. The focus is on creating and sustaining internal and external narratives. This course is also suitable for Arts, Humanities, and Communication studen
Human behavior is complex, and relies on motivation, ability, and opportunity, as well as attention span, perceptual bias, knowledge, attitude, and values. This course examines human behavior with regards to purchasing and consumption of goods and services, including digital and mobile purchasing behavior. Why do people decide to buy something? Topics include the influence of culture and identity on consumer behavior, such as regional, ethnical, and religious identity, as well as personality, emotional choice, social class, and identity in decision – making. This course is strongly recommended for all marketing minors. This course counts towards the LAC Social Science (SS) requirements.
This course is an introduction to marketing research and explores the theory and technique used in both qualitative and quantitative market research. The qualitative portion of the course will delve into consumer observation techniques, field experimentation, interviewing and focus groups, while the quantitative portion will cover survey design, sampling methods and theory, and data analysis. Both sections will include “real-world” examples of planning and implementation, along with an emphasis on effective reporting. Prerequisite: MRK 230
MRK 330Brand Management and Integrated Marketing Communication3
Popular brands represent the promise of a quality experience to a consumer, so much so that they are often protected under the law as trademarks. Brands can take on a life of their own as customers form ideas and relationships with their favorite brands, but what makes a particular brand valuable? How can organizations capitalize on a branding success in an integrated marketing communication (IMC) model, including new mobile and digital experiences? This course examines corporate branding strategies including brand management, brand extensions, and co-branding. Students develop a creative IMC proposal for a brand extension of their favorite brand. Prerequisite: MRK 230
Despite recent public health challenges, consumers continue to travel and seek new experiences. Hospitality and tourism marketing help connect travelers with their ideal destination vacations, from islands, to mountains, to beaches, to the mystique of international cities. Students in this course examine marketing for vacation and getaway experiences, including customer engagement and loyalty platforms, branding and public relations, pricing and data management, as well as post-travel assessment as part of a start-to-finish immersive destination experience. Prerequisite: MRK 230
This course will examine the online digital influencer phenomenon across current social media platforms. To what degree does social media influencing drive purchasing behavior, brand recognition, and brand value? What makes for a successful influencer, and if that was a career path that you wanted to explore, where would you start? This course examines key platforms are essential to reaching which audiences, and the role of artificially-generated virtual influencers on the future of marketing. This course is suitable for all majors and uses a reduced-cost textbook model. It is, of course, exclusively offered online. There are no prerequisites.
The Internet and mobile-social applications in particular have brought about a revolution in how companies can share advertising messages with customers. New opportunities exist in social media and Internet search applications to generate ads and manage digital campaigns, including collection and analysis of customer data. Students in this course explore planning for promotion on modern platforms, and developing a coherent overall strategy to balance digital, viral, and social efforts with traditional ad spaces such as television, radio, print, and location-based space. The culminating project involves developing an integrated marketing campaign for a product or service that leverages digital opportunities. Prerequisite: MRK 230
This course provides a practical foundation for successful business marketers. It addresses real issues that face business-to-business (B2B) and industrial marketers as well as the newest developments and insights into this rapidly changing field. The course will focus on analysis of the B2B marketing environment, marketing techniques and tactics, and planning and implementation. Prerequisite: MRK 230
Examines the challenge of entering and operating effectively in global markets. Decisions are considered regarding international marketing objectives, strategies and policies, foreign market selection, adaptation of products, distribution channels of communications to fit each foreign market, and systems of international marketing organization, information gathering, planning and control. These topics, along with exploration of cultural issues, are examined through reading, case discussion, class presentations and a term project. Marketing reports for major countries will be prepared to offer valuable insights, as well as tips and techniques for marketing products and services globally. This course counts towards the LAC Global Studies
