Marketing

Introduces concepts, analyses, and activities that comprise marketing management, and provides a foundation for advanced electives in marketing as well as other business/social science disciplines. Learn how to identify customer needs, satisfy these needs with the right product and/or service, assure availability to customers through convenient distribution channels, use communication media to build awareness and motivate purchase, and choose an appropriate price to boost the firm's profitability while also maintaining customer satisfaction.

Create the Howard University School of Business magazine, The HU Bottom-line and its companion website. Learn how to understand editorial content creation, social media marketing and email marketing to gather information and content for a print and online publication.

Explore various concepts, theories, and analytical frameworks to explain and analyze consumer purchase decisions and draw practical implications for marketing strategies. Focus on the individual and environmental factors that influence consumer behavior and decision-making of individuals and organizations.

Introduces concepts, analyses, and activities that comprise marketing management, and provides a foundation for advanced electives in marketing as well as other business/social science disciplines. Learn how to identify customer needs, satisfy these needs with the right product and/or service, assure availability to customers through convenient distribution channels, use communication media to build awareness and motivate purchase, and choose an appropriate price to boost the firm's profitability while also maintaining customer satisfaction.

Recognize a marketing problem and understand how to solve it through appropriate problem definition, data collection, data analysis, dissemination of the results, and utilization of the ensuing information. Both the managerial and technical aspects of marketing research are covered. Several statistical techniques for analyzing data, using SPSS, are taught and applied in the course.

Demystify professional selling and improve persuasion and selling effectiveness. Presents sales principals and skills required by today's professional salespeople with an emphasis on the business to business selling environment. Enhance communication skills, critical thinking, building relationships with customers, and ethical decision making.

Introduces basic concepts used in Integrated Marketing Communications. Examine the role of marketing communication, the environment in which it operates, and the process by which the strategy for it is created. Emphasis on the development and application of promotional communication strategies utilizing advertising, personal selling, event marketing, sponsorship, and public relations.

An introduction to basic concepts used in social media marketing. Examine the various types of social media applications, techniques and tools used to market to various audiences. Work on the creation and execution of digital content and social media campaigns with the opportunity to earn a certificate in social media using HubSpot marketing tools.

Project-based course designed to walk students through the process marketing professionals follow when creating advertising campaigns for films. Learn about the research process, create storyboards and select stills, and ultimately pitch a marketing plan to executives.

Examines the economics of the major entertainment enterprises: movies and television programming, music, sports, and more. In addition, explores emerging issues that are shaking up the industry, the basic facts and economic characteristics of these industries, and how the sector is impacted by macro-economic factors.  

Provides an overview of the retailing industry and the key aspects involved in managing a retail operation. Topics include retail consumer behavior, trading-area analysis and retail site selection, the retail image, merchandising, and inventory planning and control, among others.

Introduces the principles and strategic concepts related to data-driven decision making. Learn various analytics-based techniques including data mining, data visualization, sales and profit margin analysis, predictive analytics, digital marketing metrics, and e-commerce analytics, which can all inform the marketing strategy of a business. Gain first-hand experience in analytics platforms such as Tableau & Google Analytics, while earning industry-relevant certifications.

Study marketing strategies practiced by both profit and non-profit organizations in the burgeoning service sector. Apply concepts of a service offering, service blueprint, strategies for service organizations, measurement of service quality, and the role and management of contact personnel to real-world situations, especially in developed economies.

Develop skills necessary to address marketing issues specific to the sports industry. Analyze the field of sports in terms of the practices, applications, and strategy of mainstream marketing. The subject includes: Sponsorship, Endorsements, Licensing, Segmentation of the Sports Market, Promotional Strategy for the Marketing of Sports Products, and Emerging Issues in Sports Marketing.

Examines the marketing tools, frameworks, and processes that assist a startup entrepreneur in exploring the feasibility of a business idea, developing a go-to market strategy, and building a scalable business model. Practice market research techniques, minimum valuable product development, customer acquisition and adoption strategies, and suitable for starting a new venture.

Examines the impact of cultural and ethnic factors on consumer behavior and marketing strategies. Special emphasis is given to major ethnic groups, including their culture, demographics, psychographics, media usage, and decision making. Develop practical implications for marketing in a multi-cultural environment.

Center on how brands use culture to market products and interact with consumers. Learn how the use of stereotypes in the early 1900s to the integration of hip-hop partnerships in the 2000s creates a longstanding, complex history of African American culture being infused within marketing of major corporations. Directly apply concepts of brand management, marketing research, consumer behavior, and marketing strategy to real-world cultural and corporate experiences.

Create and carry out a customized study plan to meet unique learning needs as it relates to marketing.

Integrate and apply marketing knowledge and quantitative skills to solve marketing problems through case studies. Special emphasis is given to analysis of opportunities and competition and the development of successful marketing strategies and plans. Senior level capstone course.