CATALOG #10104125

Focuses on the theory and practice of integrated marketing communications in order to develop content strategies and marketing campaigns. The fundamentals of multi-channel promotions as related to target audiences and the marketing mix are studied. The characteristics of major media alternatives including radio, television, newspapers, magazines, outdoor, direct response, and digital media are also explored. Finally, target market research, campaign planning, and creative approaches to messaging are practiced within a project-based learning environment. Prerequisite: Marketing Principles 10104102

CATALOG #10104174

Introduces techniques of research and research reporting. The study of market behavior is pursued as students undertake several well-ordered research projects in their career fields. Prerequisite: Marketing Principles 10104102

CATALOG #10104180

This course explores the evolving world of digital marketing in an era shaped by artificial intelligence and conversational search. Students learn how to design data-driven, human-centered strategies that reach audiences across search engines, social platforms, and AI-powered discovery tools. Key topics include search and generative engine optimization (SEO/GEO), pay-per-click (PPC) advertising, analytics, content strategy, and mobile marketing. Emphasis is placed on creating authentic, authoritative content optimized for both people and AI systems.

CATALOG #10104107

Addresses how social media has transformed marketing communications from traditional mass media to individualized marketing. Using a variety of social media tools and platforms, this class explores the different methodologies for social media marketing. Topics include creating social media, integrating social media as part of a marketing campaign, the concept of viral marketing, measuring social media success through analytics, and how organizations and individuals have successfully applied this form of marketing.

CATALOG #10104108

This course provides a project-based, marketing-focused exploration of key Adobe graphic design products (Photoshop, InDesign, and Illustrator) as well as their accompanying mobile apps. Students are instructed on document setup, creation techniques, and file formats for both digital and print media required for marketing communications. An introduction to the application of imagery, typography, and color management will also be included. The design role of the marketer will be discussed throughout the class. Learners should possess basic keyboarding, mouse, and computer skills and should be familiar with Microsoft Windows.