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• MKT 345: Sales Management and Forecasting

  3.00 Credits

  West Chester University of Pennsylvania

  
  Students will be exposed to the responsibilities of a sales manager and the strategic role of sales analytics and forecasting within the organization. The course is designed to teach students how to formulate, implement, and evaluate a sales program. A combination of lectures, cases and class discussions will be utilized. Prerequisite:    MKT 345 requires a prerequisite of a minimum 2.50 cumulative GPA.
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• MKT 348: Multimedia Presentation and Showcasing

  3.00 Credits

  West Chester University of Pennsylvania

  
  This course provides students the opportunities of developing multimedia presentation and showcasing skills in professional selling and concludes with hands-on exercises. The learning modules cover all key processes in multimedia presentation, including multimedia planning, multimedia production, multimedia resources, multimedia content delivery, and presentation strategies. The course also covers showcasing techniques for presentations and trade shows. Prerequisite:    MKT 348 requires a prerequisite of a minimum 2.50 cumulative GPA.
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• MKT 350: Advertising

  3.00 Credits

  West Chester University of Pennsylvania

  
  This course will help students to develop a thorough understanding of the advertising process by learning to develop effective and efficient creative from the client's perspective. Students will learn how to ask an ad agency to develop creative work for them and then be able to professionally critique their results. The course focuses on organization, media, strategy and planning, budgeting, and the coordination of campaign activities with overall marketing programs. Students will learn-by-doing, developing advertising individually and as part of a creative team. No artistic ability is needed. Prerequisite:    MKT 350 requires prerequisites of MKT 250 and minimum 2.50 cumulative GPA.
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• 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. Prerequisite:    MKT 351 requires a prerequisite of a minimum 2.50 cumulative GPA.
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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 352 requires a prerequisite of MKT 250 and a minimum 2.50 cumulative GPA.
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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. Prerequisite:    MKT 353 requires a prerequisite of a minimum 2.50 cumulative GPA.
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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 355 requires prerequisites of MKT 250 and a minimum 2.50 cumulative GPA.
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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 356 requires a prerequisite of MKT 250 and a minimum 2.50 cumulative GPA.
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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 360 requires prerequisites of MKT 250 and a minimum 2.50 cumulative GPA.
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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 365 requires a prerequisite of MKT 250 and a minimum 2.50 cumulative GPA.
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