BUSA 565: Strategic Marketing Management
This course will expose students to strategic issues that fundamentally shape the customer-marketer relationship as well as the disruptive social and technical forces that are shifting it in new directions. The course focuses on the strategic responsibilities and best practices that a mid-to-senior level leader should understand about the marketing discipline, including how to plan, execute and measure marketing to demonstrate ROI. Core principles such as customer segmentation; consumer behavior and related data; branding and positioning; the marketing mix (traditional, digital, and alternative channels); product marketing; and distribution, among other topics, will be explored. In addition, the class provides practical hands-on experience through simulations, case studies, and interviews with successful marketers to add real-world flavor to these critical strategic concepts. Finally, the course introduces some of the Web 3.0 and 4.0 developments such as AI, connected data, the metaverse, and marketing automation that students will undoubtedly be facing in current and future business leadership roles.

MKTG 540: Customer-Centric Marketing
Peter Drucker maintained that the purpose of business is to create a customer. This course prepares students to understand how customers think and behave so that this mission can be fulfilled. Building on a foundation of consumer behavior, students will learn how to harness market research and data insights to categorize, prioritize, and effectively engage customers. Effective customer engagements that lead to conversion (the creation of a customer) requires relationships and ongoing positive experiences. This course will empower the student to create a holistic customer-centric marketing strategy that delivers measurable growth and profitability.

MKTG 560: Brand Management
Building on organizational strategy, marketers must ensure that a clear strategic differentiation exists between their product/service and those offered by competitors. Creating awareness and belief in this differentiated value proposition is the foundation of brand management. Once an effective and relevant differentiation is established, brand marketers have an extensive list of strategies, tactics and tools to establish the brand's position in the minds of target customers. Through lectures and guest speakers, curated content, hands-on exercises, and an interactive simulation, this course combines brand strategy with brand management execution so that students will develop the skills required to build a powerful, profitable brand.

MKTG 620: Marketing Campaigns and Digital Content
This course establishes the foundations of an integrated marketing communications (IMC) campaign that achieves business goals with specific emphasis on the new media and digital  components of modern marketing. Recognizing that the most powerful marketing investments engage consumers across different communication channels, IMC provides a framework for optimizing each channel of influence and creating a whole that is greater than the sum of its parts. As the dominant customer engagement platform, digital marketing will be centered in the course so students understand the integrated nature of search engine/keyword marketing, digital advertising, video, mobile, and content marketing along with how digital elements can integrate with off-line traditional marketing (television, radio, outdoor, event sponsorship, etc.). After completing the course, students will be able to plan and measure a complete IMC marketing plan that emphasizes digital marketing tactics.

MKTG 640: Global Marketing Channels and Partnerships
Whether they realize it or not, the Internet has turned almost every organization into a global company. How can organizations strategically assess and plan an effective global presence and distribution footprint? How can the right partner relationships expand an organization's offerings to global and local customers? This course will help expand students' minds about what is possible through the amplifying power of marketing channels and partners, including retail/wholesale, value-added services, co-marketing, influencers, and more. Students will learn how to assess potential international partners and marketing strategies, set up a successful partnership arrangement, manage ongoing relationships, and measure their ROI.