BUS 340 - Marketing Management

Credits: 5
This course focuses on applying previously obtained marketing knowledge and skills necessary to formulate, manage, and evaluate marketing strategies. Traditional and digital promotional channels will be examined with particular focus on managing social media marketing platforms. Students will critically analyze marketing strategies over a variety of industries for their effectiveness and applicability to diverse contexts.
Course Outcomes:

Interpret marketing analytics to facilitate data-informed marketing management decisions.
Use variety of assessment tools and metrics to analyze and evaluate effectiveness of local and global business marketing activities.
Utilize marketing strategies to develop business profile accounts for social media marketing platforms.
Develop brand identity guidelines, online press kits, social media policies, and crisis communication plans.
Demonstrate an understanding of prevalent tools and current technology available for managing in-person and virtual marketing events.
Consult local business marketing managers to gain an understanding of their marketing-related activities.
Design an effective digital marketing plan.

Course Topics:

Integrated Marketing Communications
Marketing Research & Analytics
Content Marketing & Editorial Planning
Social Media Platforms & Policies
Traditional Advertising Channels
In-Person & Virtual Event Planning
Media Relations & Press Kits
Brand Identity Guidelines
Influencers & Ambassadors
Crises Response Planning

LEC Credits: 5
LEC hours per week: 5
Prerequisite(s): Grade of C or higher in BUS 210
Recommended: BUS 215.
Course Attribute(s): Course-BAS
OEE Permitted: Yes
Grading Basis: Graded
Instructor/Department Consent Required: Consent Required
CIP Code: 52.0201
Default Section Size/Cap: 25
Quarter(s) offered:

Fall