Marketing

This course examines the development of advertising and consumer culture from the late 19th century to the present. Students will trace how advertising has shaped—and been shaped by—social, cultural, and technological change, from print and radio to digital platforms. Readings and case studies highlight the rise of branding, consumer identity, and global marketing strategies. The course emphasizes critical and ethical approaches, asking how advertising reflects power, reinforces or challenges stereotypes, and influences consumer behavior. By the end, students will be able to analyze advertising historically and critically, recognizing its complex role in modern culture and commerce.

This course develops professional communication skills for modern business environments, combining traditional strategies with emerging artificial intelligence tools. Students learn to create business documents such as proposals, reports, news releases, and plans while practicing effective copyediting, proofreading, and tone management. Emphasis is placed on clarity, conciseness, and ethical communication, including awareness of bias, transparency, and intellectual property in AI-assisted writing. Through hands-on projects, students gain experience crafting clear, accurate, and persuasive messages, developing prompts for generative AI, and applying critical judgment to ensure responsible and effective communication in contemporary business settings.

This course introduces students to essential concepts in research and information literacy. Students learn to design and evaluate interviews, surveys, and focus groups while considering sampling strategies, ethics, and question design. Key topics include correlation and causation, statistical significance, and data interpretation. Emphasis is placed on critically reading and assessing research, distinguishing credible sources, and avoiding common reasoning errors. By the end of the course, students will be able to design small-scale studies, interpret data accurately, and communicate findings clearly and ethically.

Integrated Marketing introduces students to the principles and practices of creating a unified brand message across multiple channels. The course explores how advertising, public relations, digital media, and direct marketing work together to deliver consistent communication and customer experiences. Students will learn to analyze target audiences, develop integrated campaigns, and evaluate effectiveness using real-world case studies. Ethical considerations and emerging technologies in marketing are emphasized. Through projects and collaborative exercises, students gain practical skills in strategy development, content creation, and cross-platform coordination. This course prepares students to design cohesive marketing approaches that strengthen brand identity and drive business success.

Digital Marketing provides students with a foundation in online strategies and tools that drive customer engagement and brand growth. The course covers key areas such as search engine optimization (SEO), social media marketing, email campaigns, content creation, and paid advertising. Students will explore how to collect and analyze digital data to measure campaign performance and refine strategies. Emphasis is placed on creativity, ethical practices, and adapting to rapidly changing technologies. Through hands-on projects and case studies, students gain practical experience designing and executing digital campaigns, preparing them for careers in marketing, communications, and business in an increasingly digital marketplace.

Students will design an advanced marketing campaign including market research, competitive landscape, data-driven strategy and tactics, communication examples, implementation schedule and assessment plan. Course may rotate across areas of specialization and unique challenges such as: versioning campaign across different demographics, focusing on specific industries, bilingual or multicultural campaigns, incorporating corporate social responsibility, crisis response, or 360-degree branding.