Course Search Results

  • MKT 351: Campaign and Event Marketing

    3.00 Credits
    West Chester University of Pennsylvania

    This course will teach students how to apply marketing and research skills to create comprehensive campaigns and events. Students will utilize market research, strategic planning, creative development, media planning and integrated marketing communications to develop effective campaign and event plans.
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  • MKT 352: Search Engine Marketing

    3.00 Credits
    West Chester University of Pennsylvania

    This course helps students acquire practical skills in search engine marketing. Via hands-on learning, the course provides technical foundations of various search engine marketing tools and metrics. Altogether, the topics covered in the course offer a systematic approach to understanding search engine marketing. Students will gain competence in using information and data for optimizing search engines from the advertising perspective. This course is a key part of learning how to take advantage of the latest information for achieving optimal digital marketing outcomes. Prerequisite:    MKT 250
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  • MKT 353: Branding

    3.00 Credits
    West Chester University of Pennsylvania

    Students will examine how brand experiences and brand equity influence an organization's marketing outcomes. Students will study branding from the consumer perspective as well as from the managerial perspective to highlight the importance of the branding process. Students will learn cutting-edge frameworks and concepts in branding. Additionally, students will apply the learned branding knowledge in practice for effective brand management.
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  • MKT 355: Social Media Marketing

    3.00 Credits
    West Chester University of Pennsylvania

    This course is designed to develop students' social media marketing skills. This course highlights topics such as integrating different social media technologies into a marketing plan, creating social media marketing campaigns, and applying appropriate social media tools. This course requires a project that gives students hands-on experience implementing social media marketing strategies. Upon completion, students should be able to use social media technologies to create and improve social media for businesses. Prerequisite:    MKT 250
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  • MKT 356: Influencer Marketing

    3.00 Credits
    West Chester University of Pennsylvania

    This course will provide students a thorough understanding of influence management and platforms, and help students acquire expertise and experience in influencer marketing. Students will analyze case studies of influencers, attend presentations by influencers and communication managers, read articles in both academic journals and business media, as well as practice influencer marketing using digital tools and tactics. Prerequisite:    MKT 250
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  • MKT 360: Marketing Research

    3.00 Credits
    West Chester University of Pennsylvania

    Systematic definition of marketing problems, strategies for data collection, model building, and interpretation of results to improve marketing decision making and control. Prerequisite:    MKT 250
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  • MKT 365: Marketing Analytics

    3.00 Credits
    West Chester University of Pennsylvania

    This course helps students acquire practical marketing skills in data analytics. It provides technical foundations of various analytical tools and marketing metrics. The application of marketing analytics in various marketing areas, such as customer segmentation, customer value assessment, e-commerce, marketing communications, social media, and sales, will be examined. Students will gain competence in collecting, analyzing, reporting, and using information and data. This course is a key part of learning how to take advantage of the latest information technologies for achieving optimal marketing outcomes. Prerequisite:    MKT 250
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  • MKT 368: Customer Database Management

    3.00 Credits
    West Chester University of Pennsylvania

    This course introduces basic customer database concepts to students. The focuses of the course include how to retrieve data from database with a range of simple to complex SQL queries; how to design a database from scratch; how to access a database using programming languages such as R or Python; and how to query a database with the programming languages.
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  • MKT 369: Artificial Intelligence for Marketing

    3.00 Credits
    West Chester University of Pennsylvania

    This course provides students with the latest generation of artificial intelligence (AI) techniques used for business. This course introduces basic AI concepts and techniques such as machine learning, natural language processing, robotics, and image processing. The course illustrates both the potential and current applications of these techniques. Exercises include hands-on application of basic AI techniques as well as a selection of appropriate technologies for a given business problem. Prerequisite:    MKT 250
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  • MKT 370: Marketing Technology

    3.00 Credits
    West Chester University of Pennsylvania

    The purpose of this course is to familiarize students with the role technology now plays in the field of marketing. Virtually every area of marketing from identifying customers to designing products to promotion to delivery is now affected by technology. Moreover, marketing managers must not only be aware and understand these technological factors, but they must also know how to use them to gain competitive advantage. Prerequisite:    MKT 250
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