Program Overview
In this program, students gain the knowledge, skills, and attitudes they need to become marketing professionals who can effectively manage a range of tasks and functions within business-to-business (B2B) and business-to-consumer (B2C), not-for-profit, and government organizations. Using a broad range of analytical and creative approaches, students gain a wide understanding of marketing management fundamentals as they focus on concepts related to advertising, promotion, public relations, marketing research and data analytics, online/digital marketing, and international marketing management. As a result, students gain valuable insight into all aspects of marketing from an online, local, and international perspective.
Program Highlights
The graduate has reliably demonstrated the ability to:
- Formulate a marketing plan that will meet the needs or goals of a business or organization;
- Develop an integrated marketing communications plan for a product, concept, good and/or service based on an identified market need or target;
- Formulate strategies for developing new and/or modified products, concepts, goods and services that respond to evolving market needs;
- Develop strategies for the efficient and effective placement/distribution of products, concepts, goods and services that respond to evolving markets;
- Evaluate the impact of using different marketing strategies for a product, concept, good and/or service, on the finances, Return on Investment (ROI) and business goals of an organization;
- Evaluate the viability of a concept, product, good and/or service in a local, national or international market;
- Conduct market research to provide information needed to make marketing decisions;
- Communicate marketing information persuasively and accurately in oral, written, graphic and interactive media formats;
- Plan, prepare and deliver a sales presentation or pitch that addresses the needs of the client;
- Develop strategies with clients, customers, and consumers and others to grow and maintain relationships;
- Develop learning and development strategies and plans to enhance professional growth in the field;
- Apply entrepreneurial strategies to identify and respond to new career opportunities that might include contract employment and self-employment initiatives;
- Participate in and contribute to a framework of organizational policies and practices, when conducting business of the organization;
- Apply the principles of business ethics and corporate social responsibility to business decisions;
- Employ the management techniques of planning, organizing, directing, and controlling of marketing functions and activities in response to the business needs of the organization.