B.A. in Business - Marketing Methods

The new concentration in Marketing Methods extends underlying principles taught in marketing major courses, emphasizing different strategies and tactics necessary to effectively conduct marketing communications. This innovative concentration allows students to create and execute influential messaging to target markets in a variety of forums.

Marketing Methods Course Sampling


Consumer Behavior – Considers the rational and irrational influences on buy decisions taken by consumers. Explores individual influences of cognition, conditioning, and affect, as well as the more general influences of generation, demographics and environment with respect to their use in advertising, merchandising, promotions and sales.

Holistic Brand Management – Requires students to create a services-related brand campaign by establishing and building customer awareness, interest and loyalty; crafting internal and external messaging across and on behalf of the organization; and assembling and proposing various marketing collateral and media campaigns.

Public Relations Strategy and Tactics – Focuses on strategies and tactics that involve effectively “pitching” and tailoring stories, publicly sharing financial and other results, gaining publicity for an event, facilitating appropriate communication during times of crisis, working with external publicists and promoting news through innovative techniques beyond traditional media channels such as social media.

Relationship Marketing – Provides students with the opportunity to create an operational culture, structure and process to encourage and facilitate organic and ongoing bonds between customers and company representatives in both business-to-business and business-to-consumer environments.

Competitive Intelligence – Students study a particular industry in depth, defining, gathering and analyzing data and information about the state and future of the overall competitive environment, as well as regarding the specifics of individual competitors and then make recommendations from the perspective of a new market entrant.

Marketing Technologies – Investigates how to consider, leverage and manipulate relevant technologies to marketing advantage.

Socially Responsible Marketing – Students analyze financially successful firms that also make social responsibility a genuine priority and then apply what they learn to create a cause-based marketing proposal for a firm of interest.

Business Development – Focuses on developing best practices for account management and creating a plan for account rounding and expansion that appropriately leverages and involves those responsible for sales, marketing, product management and development, and other areas.

Special Topics in Marketing – At the discretion of the School of Business Dean, presents timely topics such as cross-cultural marketing challenges and opportunities, legal and ethical standards in public affairs, international media practice and more. Students may propose topics to the Dean for consideration.

Program taught in:
  • English (US)

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Sep 2020
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