Get a top-notch business education with the opportunity to specialize in Southern New Hampshire University’s business studies program.
This degree is ideal for adult learners and traditional undergraduates who wish to transfer college credits, switch to business from another discipline or supplement a technical degree or background with a bachelor’s degree in business.
The program includes concentrations in a number of disciplines, enabling students to further tailor their studies. Students may choose more than one concentration, giving them even more of an edge in the job market.
Marketing Concentration Marketing is a broad field that includes activities related to selecting, designing, packaging, pricing, advertising, selling, distributing and servicing products in the domestic and/or international marketplaces. It is the driving force in business. The degree to which companies respond to customer demands largely determines their success. This is the underlying note of all marketing activities.
Graduates are prepared to work in various areas of marketing, including retail management, professional sales, purchasing, advertising, research, product/brand management, product distribution and customer relations. Marketing positions exist in a wide variety of corporate settings, including multinational corporations, independently owned local businesses and nonprofit organizations.
This course covers the development of international marketing programs from the determination of objectives and methods of organization through the execution of research advertising distribution and production activities International similarities and differences in marketing functions as related to the cultural economic political social and physical dimensions of the environment are examined Also considered are the changes in marketing systems and the adoption of marketing philosophies and practices to fill conditions in different countries Offered as needed Global marker
Prerequisites:
MKT-113
MKT-337: Marketing Research
This course compares and contrasts secondary and primary research with emphasis on the latter Students explore different types of primary research as well as the basic research methods It focuses primarily on the survey
Prerequisites:
MKT-113
MKT-345: Consumer Behavior
This course explores the behavior that consumers display in searching purchasing using evaluating and disposing of products Offered every semester
Prerequisites:
MKT-113
Select Four of the Following:
MKT-222: Principles of Retailing
This course studies the basics of retailing and emphasizes the development of retail institutions store layout and design merchandising pricing and problems retailers experience in today s business environment Offered every semester
Prerequisites:
MKT-113
MKT-229: Principles of Integrated Marketing Communications
This course is designed to give students an understanding of advertising public relations corporate communications and sales promotions and the role that the media plays in integrated marketing communications strategies This course focuses on the planning research and creative skills needed to reach IMC objectives Writing intensive course
Prerequisites:
MKT-113
MKT-230: Retail Sales Promotion
This course focuses on sales promotion in the retail sector The specific needs of retailers in the areas of advertising visual merchandising personal selling and special events planning are among the topics addressed The culminating project will be a sales promotion plan that will include a major special event This project is designed to be flexible to support the range of retailing interests represented in the class
Prerequisites:
MKT-113
MKT-266: Services Marketing
Given the substantial shift in emphasis from a base in manufactured goods to a domestic economy based in services as well as the interconnectedness of the global economy comprehension of the service aspect of business is a necessity for every marketer in every company in every industry Therefore an understanding of the unique requirements of marketing services or service components has become a basic marketing skill This course presents key concepts in the marketing of services through readings in current business publications and experiential opportunities It addresses the global perspective of services and both B2B and consumer service dimensions
Prerequisites:
MKT-113
MKT-270: Professional Selling
Students in this course explore the building of quality partnerships by developing relationship product customer and sales presentation strategies Students will study each step of the sales process which adds considerable value in many other areas of social and professional life
Prerequisites:
MKT-113
MKT-320: Sales Management
This course consists of a study of sales management competencies It also introduces students to the effective managing of field sales forces with an emphasis on structural planning and operational control over recruitment training retention supervision motivation compensation and performance evaluation of sales personnel Writing intensive course
MKT-350: Ethical Issues in Marketing
This course explores current ethical issues and problems in marketing The emphasis is on identifying crucial issues exploring all possible viewpoints and examining remedies in order to facilitate the development of students positions on these issues Offered as needed
Prerequisites:
MKT-113
MKT-360: Direct Marketing
This course explores the directing of goods and services through the consumer or business to business marketing channels where the desired consumer resources may be direct orders lead generation and or traffic generation This course focuses on such topics as mailing list development relationship marketing database management the development of an effective sales message and selection of media The use of catalogs direct mail letters and brochures telemarketing and electronic marketing as ways to reach the consumer will be explored
Prerequisites:
MKT-113
MKT-378: Brand Communications
A strong brand brings a competitive advantage to a company and building and maintaining a brand is a critical task for marketers Identifying potential brand salience performance and image creation and brand resonance when creating a brand and as branding activities change over the life of a brand in response to changes in the expectations of consumers and to the competitive conditions in the marketplace is at the core of this course It exposes students to the process of designing a brand targeting a brand and delivering a brand message through a range of media and marketing communication programs throughout the life of the brand
Prerequisites:
MKT-113,
University Accreditation
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