A study of the role of marketing in the organization, in society, and in a global economy. Topics include market analysis, consumer and business marketing, product planning, pricing, distribution, promotion, and ethical issues. Special emphasis will be given to marketing strategy formulation.

This course aims to understand consumers and the factors that influence their decision-making. Special emphasis is placed on the principles of influence tactics, with a focus on using them in marketing and sales in ways that are both strategically effective and grounded in integrity. Students will explore key theories and concepts from consumer and social psychology, applying them to practical situations that enhance their understanding both as consumers and as marketers.

The course explores the importance of developing Integrated Marketing Communication (IMC) as an overall strategy for creating a brand. The emphasis in this course is on the integration of marketing communication content for advertising, public relations, and sales promotion using traditional and digital media. A multi-channel communication approach will be explored, including the use of mobile marketing, and effective professional sales communication.

A comprehensive study of digital marketing theory, issues, strategies, practical uses and channels across diverse business contexts. This course examines the fundamental principles that drive effective digital marketing campaigns while developing hands-on skills through industry certifications. Topics include strategic website design principles, analytics for data-driven decision making, search engine optimization best practices, email marketing and social media platform utilization to build customer relationships. Special attention is given to emerging trends in digital marketing, including the responsible and ethical use of Generative AI and online brand reputation management. Students will learn to generate leads online through paid, owned, and earned media that align with organizational objectives.

A study of content marketing that builds customer relationships, drives traffic online, generates leads throughout the marketing funnel, and converts them into brand ambassadors. This course examines relationship marketing, emphasizing how strategic storytelling and authentic brand narratives create emotional connections with target audiences. Students develop hands-on skills through industry certifications. Topics include storytelling, copywriting, content development for digital marketing channels, thought leadership as a competitive advantage, and training custom GPTs/Bots for content development.