Marketing (MKTG)
MKTG 180 Level 1, PGA's PGM Education Program (Part 1) 3 Credits (3)
Level 1 Part 1 of the PGA PGM Education Program. Introduction to the Policies and Procedures of the PGA Golf Mgt. Program and the PGA of America. Students will complete the PGA Qualifying Level, Facility Management 1A (Tournament Ops A, Rules of Golf B, and Career Enhancement B), and the corresponding Work Experience Activities. Additional course fee required. MKTG majors.
MKTG 181 Level 1, PGA's PGM Education Program (Part 2) 3 Credits (3)
Level 1 Part 2 of the PGA PGM Education Program. This class will focus on Teaching and Coaching 1, the corresponding PGA Work Experience Activities, and PGA Teaching Seminars. Additional course fee required. MKTG majors.
MKTG 280 Level 1, PGA's PGM Education Program (Part 3) 3 Credits (3)
Level 1 Part 3 of the PGA PGM Education Program. This class will focus on Facility Management 1B (Business Planning A, Customer Relations A, Golf Car A, Merchandising A, Turfgrass A), Level 1 Checkpoint Exams, and the corresponding PGA Work Experience Activities. Students will also be required to provide an internship evaluation report. Additional course fee required. MKTG majors.
MKTG 281 Level 2, PGA's PGM Education Program (Part 1) 3 Credits (3)
Level 2 Part 1 of the PGA PGM Education Program. This class will focus on Teaching and Coaching 2, Teaching and Coaching Seminars, and the corresponding PGA Work Experience Activities. Additional course fee required. MKTG majors.
MKTG 1210 Advertising 3 Credits (3)
A survey of currently available advertising media. A psychological approach to consumer persuasion; applied techniques in media selection, layout mechanics, production methods, and campaign structures.
Prerequisite(s): MKTG 2110
Learning Outcomes
- Define advertising and the relevant application of psychology in delivering the message.
- Explain the importance of various advertising media in the marketing mix.
- Identify and explain the social, ethical and legal issues advertisers must consider.
- Describe the significance of the marketing function in business.
- Explain the importance of advertising and other marketing communication tools.
- Demonstrate application of the planning process as it applies to marketing and advertising.
- Describe the factors that ae weighted when considering the use of radio and television in the creative advertising mix.
- Describe the relationship between market segment, consumer behavior and selection of advertising campaign types.
- List the alternative means of reaching a target market and the technical challenges of each.
MKTG 1220 Small Business Marketing 3 Credits (3)
An overview of public relations principles, practices and purposes as applied to small business. Topics include basics of news release writing, media awareness, development and maintenance of a positive public image, branding, ethical marketing, and the relationships of public relations with advertising and marketing. Methods and practices used in small business are explored.
Prerequisite(s): MKTG 2110
Learning Outcomes
- Explain the importance of creating and sustaining a positive public awareness and image.
- Identify public relations practices as they relate to the management and marketing processes.
- Define branding and discuss its importance for small business.
- Describe the value of business event management and promotion for small business.
- Discuss how media relations, public relations, advertising and marketing efforts are interrelated and the importance of each.
MKTG 2110 Principles of Marketing 3 Credits (3)
Survey of modern marketing concepts and practices focusing on the marketing mix: product, pricing, promotion, and distribution strategies. Topics include; the marketing environment, consumer behavior, marketing research, target marketing, and the ethical and social responsibilities of marketers. Repeatable: up to 6 credits.
Prerequisite(s): BUSA 1110
Learning Outcomes
- Describe the professional, ethical, and social responsibilities of marketers.
- Explain the role of the product in the marketing mix, including the product life cycle, the relevance of product innovation, and product classifications.
- Illustrate the role of promotion in the marketing mix, including the communication process and the promotional mix.
- Explain the role of price in the marketing mix, including pricing objectives, pricing policies, and pricing methods.
- Describe the operation of channels of distribution and supply chains, including functions of intermediaries and degrees of coverage.
- Define the concepts of target markets and market segmentation with respect to elements of the marketing mix.
- Explain the importance of market research and information systems in supporting marketing decision- making.
- Describe the dynamic environment(s) in which marketing decisions must be made.
MKTG 2220 Digital Marketing 3 Credits (3)
This course focuses on planning to create and market a website. Internal marketing topics such as registering with search engines, increasing traffic, segmenting and targeting markets, establishing an online presence, developing a marketing plan and reshaping business for the Web market are covered.
Prerequisite(s): MKTG 2110
Learning Outcomes
- Describe how search engines work. (Use knowledge to make recommendations to a website on how it can improve its organic search rankings – perform search engine optimization)
- Describe the various methods of online display advertising.
- Determine the appropriate key performance indicators (KPIs) for any type of website.
- Describe and implement best practices in marketing to a database of current and potential customers via email.
- Utilize knowledge of social media tactics to design an effective social media campaign.
- Implement online reputation management tactics to improve the online reputation of a brand.
- Develop and present a digital marketing plan for a small, local business.