Marketing

An introduction to marketing. Topics covered include marketing's pervasive growth, marketing management, planning, implementation and control. The student is introduced to many aspects of marketing, more specifically consumer behavior, retailing, public relations, Internet marketing, and Social media marketing. Attention is focused on marketing's ongoing evolution amid emerging technologies in a global context.

An introductory study of a specific topic in Marketing. Intended for freshmen and sophomores, or for students with little or no background in the subject. The student may repeat the course, but not the same topic.

Linking Data to Business Decisions: This course focuses on managing the marketing research process, which provides information as an input to marketing decision-making. This requires an understanding of the components of the marketing research process, how to utilize it effectively to obtain relevant information, and how to integrate such information into the marketing decision-making process. We will also discuss leveraging data and analytics to drive managerial decisions and marketing strategy.

In this course, you will learn the core strategies content marketers use to acquire and retain customers profitably. Specifically, you will learn how to develop, organize and implement a content marketing strategy, analyze and measure the effectiveness of content marketing, write compelling copy, use a strategic framework when writing, and build your professional brand and authority through content marketing. You will also learn how to put the ideas presented to you into action and build your own personal brand through content marketing.

An introduction to Public Relations (PR) and its growing importance in the public, private, and non-profit sectors of the economy. We explore how PR is planned and implemented for targeted results over a wide range of media - focusing especially on the growing use of social and mobile media. Students will produce their own PR campaign including PR messages over diverse media, ranging from news releases to short videos for the Internet.

Social media technologies are continuously transforming the way in which consumers interact with each other and firms. These transformations constitute a fundamental shift in the marketplace- consumers have greater opportunities to voice their opinions and connect with other consumers and have an increased influence over marketers and brands. As a result, the conventional approaches to marketing communications have become more and more challenged. This puts an added emphasis on leveraging social media to engage consumers and propagate ideas, messages, products, and behaviors. This course takes an in-depth look at the relationship between social media and human behavior, and examines how organizations capitalize on social media, and these consumer-to-consumer interactions, to support their marketing efforts. Students will get hands-on experience creating comprehensive social media strategies for active brands and designing ideas that spread.

An analytical view of the role of advertising in society and business. Emphasis is placed on the creation, planning, and budgeting of promotional campaigns, methods of how advertising informs buyers, promotes sales, and persuades individuals to become consumers.

Explore the digital marketing environment from both a consumer and business perspective. The course provides an overview of various online business models and delves into digital advertising and social media marketing techniques and technologies. Course will include digital marketing strategy, inbound marketing, social media, mobile, web-based, and SEO/SEM.

This course introduces the student to the field of multinational marketing, with emphasis placed on international competition; distribution systems; pricing and credit policies; promotional methods; trade barriers; trade agreements; and the areas of the political, legal, economic, cultural, and ethical problems faced in attempting to market in foreign nations.

Marketing is an important business function and a key to the success of every company. This course explores the emergent application of technology that will allow students to market in more efficient ways, while maintaining that the classic elements of product, price, placement and promotion still hold true. In this course we explore the maxim that when carefully applied, technology will improve the efficiency of, but not the basic nature of, marketing. By the end of this course, students will have the following knowledge and skills: 1. Understanding marketing concepts and strategies. 2. Knowing the importance of customer needs and wants as the foundation for marketing decision-making. 3. Knowing the processes and techniques used in marketing decision-making. 4. Understanding the complexity of marketing decision-making in light of economic, societal and ethical demands.

Consumer decision- making in the marketplace; research in psychology, sociology, and other behavioral fields; present and potential applications for marketing will be examined.

An in-depth, self-directed study for Junior- or Senior- level students under the guidance of a sponsoring faculty member on a planned topic that is not covered by an existing Keuka College course.

The Capstone is the culminating experiential project in both the BS Marketing & BS Digital Marketing degree programs.  It consists of a live case study project in which students will actively engage in a real-world marketing consultancy with a client.

An advanced study of a specific topic in Marketing. Intended for juniors and seniors or for students with an appropriate background in the subject. The student may repeat the course, but not the same topic.