Course Descriptions

FMM 211 MATERIAL CULTURE IN HISTORY   3.0 Credit(s)
This course will explore the cultural history of clothing, examining the way history has shaped the clothes we wear and how they are worn. Out of historical events, revolutions are born, and from revolutions the shape of clothing changes dramatically. This class will analyze the history of costume and fashion in relation to historical, social, and economic context. An emphasis is placed on clothing in relation to ritual, religion, innovation, war, subculture, and gender. The course structure fosters a multi-dimensional dynamic discussion combining lectures, image analysis, research projects, student presentations, object observation, film, and music
Offered: Fall & Spring Semesters All Years

FMM 240 FASHION MARKETING   3.0 Credit(s)
This course will cover the marketing of fashion apparel from the development of the product line and distribution of this line through various channels of distribution to the purchase by the targeted consumer. Advertising and promotional strategies that will educate and attract that consumer to purchase this apparel line will also be covered. Prerequisite: Take MK-201
Offered: Fall & Spring Semesters All Years

FMM 275 ATHLETIC WEAR: MARKETING, LICENSING & ENDORSEMENT   3.0 Credit(s)
This course encompasses the product -development, marketing, and promotion of athletic wear and footwear in the sporting goods industry. The marketing strategies of Nike, Reebok, Adidas, Under Armour, lululemon, Champion, and other companies will be analyzed. Through this analysis, the class will observe how these firms create and sell products to the elite competitor, the serious amateur, and persons interested in pursuing a healthy lifestyle. The fashion element of this course will cover how athletic clothing and footwear looks have evolved over time and have ultimately launched the athleisure market. The course will stress not only the look of the products, but also their ability to enhance performance. In addition, global licensing, endorsement, and sponsorship of athletic wear will be covered.
Offered: As Needed All Years

FMM 299 SPECIAL TOPICS   1.0-3.0 Credit(s)

Offered: As Needed Contact Department

FMM 311 FASHION DESIGN FOR MARKETING MANAGEMENT   3.0 Credit(s)
This course is an in-depth exploration of all aspects of the product development lifecycle, from initial concept through production. As an ongoing term project, students will practice each step of the design process, to culminate in their own unique collection. First steps include developing customer profiles, color forecasting, sourcing, and trend research. Next, market levels will be studied, and students will create a fabric story and mood board. Components of design, such as silhouette, proportion and line, will also be examined. Coursework includes figure and technical illustration workshops, as well as pattern making, draping and grading demonstrations. A creative journal/sketchbook will be maintained throughout the semester. Prerequisite: Take MK-201 FMM-240
Offered: Fall & Spring Semesters All Years

FMM 345 FASHION BUYING   3.0 Credit(s)
Examines today's retail environment, a fashion buyer's function, and day-to-day business in the fashion industry. Buying for different types of stores will be explored, along with forecasting, positioning, and emerging retail formats. Market research, distribution of products, market sources, and financing will also be examined. A key component of this course is "merchandise math," or the mathematical concepts and calculations necessary for interpreting sales data and strategic planning. Basic and applicable functions of Microsoft Excel will be practiced. Prerequisite: Take FMM-240 MK-201
Offered: Fall & Spring Semesters All Years

FMM 350 FASHION BRAND MARKETING   3.0 Credit(s)
This course encompasses the history, development, and process of brand marketing in the fashion industry. The array of national, designer, private label, store and corporate brands, their background, and developmental strategies will be covered. Through the understanding of brand elements, brand equity, and brand communications, the student will create a positioning brief, and launch his or her own fashion brand as a final project. In addition, this course will examine brand global expansion through such vehicles as licensing and franchising. Prerequisite: Take MK-201 FMM-240
Offered: Fall & Spring Semesters All Years

FMM 360 MKT INTEGRATION: TEXTILES & FASHION   3.0 Credit(s)
This course encompasses the processes involved in global supply chain management and integration from a raw material base to finished apparel. By understanding the building blocks of fiber, yarn, weaving, knitting and color penetration systems, the student will understand what is essential in making decisions concerning aesthetics, cost, care and wearability of fashion apparel. This course is essential for any student who wishes to enter and manage in the fields of apparel merchandising, marketing retailing, and design. Prerequisite: Take MK-201 FMM-240
Offered: Fall & Spring Semesters All Years

FMM 371 FASHION INNOVATION   3.0 Credit(s)
The purpose of this class is to engage students in the process of "design thinking." Design thinking is widely applied in a number of diverse industries and disciplines and aims at generating disruptive ideas that are critical in today's hyper-competitive business environment. Approaches such as this has been responsible for fashion innovations such as Rent-the-Runway and "see-now buy-now" runway shows. Design thinking consists of: a) customer empathy, b) business model awareness and analysis, c) rapid ideation and prototyping, and d) embracing failure as a tool to quickly establish solutions to problems. Students will learn the foundations of design thinking (e.g., customer empathy map, business model canvas) along with its relation to the fashion industry, while simultaneously building skills in the makerspace (a series of projects throughout the course, which include: CAD, 3D printing, VR technology, automated embroidery, and vinyl cutting). These skills will be used by students in their final project to develop an innovative idea to disrupt the fashion industry. Students will prototype and beta test their concepts in real time. The course will expand its scope as new technologies emerge. Prerequisite: Take FMM-240
Offered: Fall Semester All Years

FMM 372 GLOBAL LUXURY RETAILING   3.0 Credit(s)
This course will provide students a comprehensive overview of the global luxury retailing industry, both from a marketing and product perspective. Through this course, students will expand their knowledge base of luxury brands and consumers. Topics covered in this course will include: (a) the origins of luxury and globalization of luxury retailers, (b) key global luxury retailing conglomerates and brands, (c) international emerging markets and consumers, (d) socio-cultural and economic considerations impacting global luxury retailers, (e) entry to- and operation of- luxury retailers in non-US markets, (f) strategies for operating global luxury retail businesses, and (g) ethics and sustainability issues and opportunities in the luxury business. Prerequisite: Take FMM-240
Offered: Spring Semester All Years

FMM 392 INTERNSHIP   3.0-9.0 Credit(s)
Students are directly involved in various dimensions of fashion marketing. Emphasis is on the practical application of fashion principles and skills, which are experienced through hands-on applications. On-site business professionals will supervise students. Prerequisite: Take BU-296
Offered: Fall, Spring & Summer Sems All Years

FMM 411 SENIOR FASHION SEMINAR   3.0 Credit(s)
An exploratory course for all students interested in fashion, focused on analyzing the global fashion industry and utilizing the necessary principles and practices to succeed in today's complex business environment. The course combines both theoretical and practical knowledge in order to equip the students with a strong foundation of the mechanics of the global fashion market. Prerequisite: Take MK-201 FMM-240
Offered: Fall & Spring Semesters All Years

MK 201 PRINCIPLES OF MARKETING   3.0 Credit(s)
Investigates the components of the marketing mix. A managerial approach is employed and case studies supplement each area of exploration. Topics include customer behavior, product policy, channels of distribution, advertising and promotion, price policy, marketing programs, and the legal aspects of marketing.
Offered: Fall, Spring & Summer Sems All Years

MK 205 INTEGRATED MARKETING COMM & PROMOTIONS   3.0 Credit(s)
This practical introduction course analyzes the components of integrated communications within marketing and the promotional mix. Topics include, but are not limited to, customer behavior, culture, messaging, emotional bonding, and brand building as it pertains to marketing and promotion through communication. Prerequisite: TAKE MK-201
Offered: All Semesters All Years

MK 232 INTRODUCTION TO DIGITAL MARKETING   3.0 Credit(s)
This survey course set the groundwork for understanding the digital marketing domain. The dynamic nature of digital marketing and its increasing importance are discussed in both a theoretical and practical context. Concepts learned in this course include search engine optimization, search engine marketing, online advertising, web analytics, email marketing, and reputation management. Prerequisite: Take MK-201
Offered: Fall & Spring Semesters All Years

MK 237 SOCIAL MEDIA MARKETING   3.0 Credit(s)
This course provides the practical knowledge and insights required to define objectives and strategies of social media marketing, identify and properly select the social media tools to engage consumers, and effectively evaluate and measure the results of these efforts. Topics include infrastructure of social medias, social media platforms, social media marketing strategy, social media marketing mix, social communities, social publishing, social entertainment, social commerce, social media for consumer insights, and social media metrics. Prerequisite: Take MK-201
Offered: Fall, Spring & Summer Sems All Years

MK 238 SOFTWARE TOOLS FOR DESIGN   3.0 Credit(s)
This course offers a practical application of graphic design concepts for marketing objectives. Students will learn to manipulate scanned images and digital photographs in preparation for publication layout and design, to create single and multipage marketing publications (e.g., brochures, advertisements, flyers), and to design and publish commercial websites. The course provides students with hands-on experience in the use of state-of-the-art design tools such as Photoshop, InDesign (Publisher), and Dreamweaver. Prerequisite: Take MK-201
Offered: Fall & Spring Semesters All Years

MK 240 SUSTAINABLE TOURISM & MARKETING   3.0 Credit(s)
This course, part of the SHU in Dingle program, studies the role of marketing when tourism is a main driver of an economy. Major topics include: country image, place-branding, role of the workforce, digital marketing for tourism, and digital marketing for small businesses. Prerequisite: Take MK-201
Offered: Winter Semester All Years

MK 250 EVENT MARKETING AND MANAGEMENT   3.0 Credit(s)
The course introduces students to the fundamentals of event management and marketing. Events require considerable investment, planning, and organization to safeguard the health, safety, and security of visitors and participants. Event management is the application of project management, communications, and marketing skills to the creation and execution of events. In addition to event planning, the course covers the crucial aspect of event marketing. Students will learn how to develop comprehensive marketing plans to effectively promote events, attract attendees, and generate buzz through various channels, including digital marketing, social media, public relations, and traditional advertising. The course incorporates case studies, realworld examples, and practical exercises to provide students with hands-on experience in event management and marketing.
Offered: All Semesters All Years

MK 265 SPORT MARKETING   3.0 Credit(s)
Prerequisite: Take MK-201
Offered: As Needed Contact Department

MK 270 CUSTOMER INSIGHTS USING TECHNOLOGY   3.0 Credit(s)
Provides students with a working knowledge of resources and tools available to marketing professionals. It examines databases, analytics, metrics, software, and techniques applied by marketers to transform data into useful formats for the strategic decision-making process. Contents focus on technology tools for segmentation, target marketing and positioning, media selection, market share and estimation, sales forecasting, and other analyses. It requires extensive use of Excel spreadsheets, the Internet, public and professional databases, specialized software, and other technology resources. Prerequisite: Take MK-201
Offered: Fall & Spring Semesters All Years

MK 286 CONSUMER MOTIVATION   3.0 Credit(s)
Prerequisite: Pre: MK 261
Offered: All Semesters All Years

MK 299 SPECIAL TOPICS IN MARKETING   1.0-3.0 Credit(s)
Designates new or occasional courses that may or may not become part of the department's permanent offerings. Courses capitalize on a timely topic, a faculty member's particular interest, an experimental alternative to existing courses, etc. Prerequisites are established by the department as appropriate for the specific course. Course title is shown on the student's transcript. Prerequisite: TAKE MK-201or Permission of Instructor
Offered: All Semesters All Years

MK 310 RETAILING AND MERCHANDISING   3.0 Credit(s)
Studies history and development of the retail function and its relationship to the wholesaler and manufacturer. Topics include store management, the buying function, elements of style and fashion, pricing policies, customer relations, store location, and sources of supply. Examines retail mathematics including markup, markdown, and turnover. Prerequisite: Take MK-201
Offered: Fall & Spring Semesters All Years

MK 320 CONSUMER BEHAVIOR   3.0 Credit(s)
Explores various fields of knowledge necessary to understand marketing behavior. Materials from psychology, sociology, cultural anthropology, and history are used in conjunction with marketing problems. Examines consumers in terms of both individual and group buying behavior patterns; the consumer's process of arriving at buying decisions is appraised at both the retail and non-retail levels. Prerequisite: Take MK-201
Offered: Fall, Spring & Summer Sems All Years

MK 335 DIGITAL ADVERTISING   3.0 Credit(s)
This course is an introduction to the rapidly evolving and dynamic digital-advertising sector (e.g., search, display, social, and mobile advertising). Recent changes in consumer behavior and opportunities, problems, tactics, and strategies associated with incorporating electronic methods into the marketing communications function are examined. The course also includes discussion of current metrics used to gauge the effectiveness of digital advertising. Prerequisite: Take MK-201
Offered: Fall & Spring Semesters All Years

MK 336 MEDIA PLANNING   3.0 Credit(s)
This course will explore different classes of media (traditional mass media, new media, nontraditional media, and specialized media), examine the respective role each can play in delivering a brand's message to the targeted consumer market, and how to create, evaluate, and execute the media plan. Prerequisite: Take MK-201
Offered: Fall Semester All Years

MK 339 DIGITAL MARKETING ANALYTICS   3.0 Credit(s)
This course emphasizes the analytical nature of data and information that is required in modern-day marketing for better decision-making. Understanding both the theoretical and the practical nature of digital marketing, along with developing the skillset necessary for success in the industry, are the primary goals of this course. Prerequisite: Take MK-232 or MK-334
Offered: Fall & Spring Semesters All Years

MK 340 SUSTAINABLE MARKETING & CLIMATE CHANGE   3.0 Credit(s)
The course covers sustainability as an evolving business practice in marketing. Students will relate the topic of climate change to the growth of sustainability and understand how companies apply sustainable practices to their business models. Also covered is how consumerism complicates the adoption of sustainable buyer behavior around the world. Prerequisite: Take MK-201
Offered: Spring Semester All Years

MK 350 EVENT OPERATIONS & TECHNOLOGY   3.0 Credit(s)
The Event Operations and Technology course will provide students with the knowledge and skills necessary to manage the operational aspects of events using the latest technologies and tools. Topics include venue selection, negotiations, and vendor relations, the establishment of a project plan and timeline, staffing and production, equipment procurement, logistics management, and safety protocols. Special emphasis is placed on leveraging technology to automate processes, improve efficiency, and ensure seamless coordination between different stakeholders involved in event execution. Relevant technologies covered in the course are event management software, registration and ticketing systems, virtual event platforms, mobile apps, RFID technology, crowd management tools, audiovisual equipment, and event analytics platforms.
Offered: All Semesters All Years

MK 362 MARKETING RESEARCH   3.0 Credit(s)
Explores principal areas and methods of marketing research. Various types of research are examined, including focus groups, surveys and observation. Emphasizes the information-gathering function of research, as well as data analysis, as a means to more effective business decision-making. Prerequisite: Take MK 201ýTake MA-133 or MA-131
Offered: Fall & Spring Semesters All Years

MK 364 PROFESSIONAL SELLING   3.0 Credit(s)
Examines professional selling process and sales methodologies, including prospecting, fulfilling customer needs, addressing concerns/objections and partnering with customers to improve relationships. Students will learn how to communicate value, guide the customer journey and close the sale. Prerequisite: Take MK-201
Offered: Fall, Spring & Summer Sems All Years

MK 365 CONTEMPORARY MARKETING PROB   3.0 Credit(s)
Prerequisite: MK 261
Offered: All Semesters All Years

MK 366 MARKETING IN EUROPE   3.0 Credit(s)
This course provides students with an understanding of marketing in a multi-national environment, as well as the specific challenges of marketing in Europe. Examines European political and sociocultural environment, as well as the function of the European Union in enabling business across borders. Prerequisite: Take Mk 201
Offered: Summer Semester All Years

MK 390 MARKETING INTERNSHIP   3.0-4.0 Credit(s)
Students are directly involved in various dimensions of marketing management. Emphasis is on the practical application of marketing principles and skills to a specific profit or non-profit enterprise. On-site marketing professionals supervise students. Prerequisite: TAKE MK-201
Offered: Fall & Spring Semesters All Years

MK 391 EVENT MARKETING & MANAGEMENT PRACTICUM/ INTERNSHIP   3.0 Credit(s)
The course utilizes a team project that allows students to demonstrate an understanding of the core competencies taught throughout the program and apply them to real business concerns. The course can also involve students directly in various dimensions of event marketing and management by applying the skills learned from the program to a specific industry or organization. On-site marketing professionals supervise students.
Offered: All Semesters All Years

MK 392 FASHION INTERNSHIP   1.0-9.0 Credit(s)
Students are directly involved in various dimensions of fashion marketing. Emphasis is on the practical application of fashion marketing principles and skills to a specific profit or non-profit enterprise. On-site professionals supervise students.
Offered: Fall & Spring Semesters All Years

MK 399 INDEPENDENT STUDY IN MARKETING   1.0-6.0 Credit(s)
Directed study of a specific, well-defined marketing topic. Permission of the instructor and departmental chair is granted to qualified Marketing majors on the basis of a written proposal from the student. Prerequisite: TAKE MK 201
Offered: As Needed Contact Department

MK 425 INTERNATIONAL MARKETING   3.0 Credit(s)
Provides a broad-based understanding of the challenges, opportunities, and problems associated with international marketing. Emphasis is on understanding other cultures and current events and how they affect international marketing. Classroom work is supplemented with case studies, current readings, videos, and speakers who are active in the field. Prerequisite: Take MK-201
Offered: Fall & Spring Semesters Contact Department

MK 430 MARKETING MANAGEMENT   3.0 Credit(s)
Studies the effective management of the marketing mix. The case approach assists in viewing the marketing manager's efforts as coordinated with the contributions of the firm's segments. Provides understanding of marketing decision-making as being wholly related to the firm's goals, with a view to the larger context of society itself. Prerequisite: Take MK-201 and MK-320
Offered: Fall & Spring Semesters All Years

MK 450 EVENT MARKETING STRATEGIES   3.0 Credit(s)
This course introduces the concepts used to design and implement a successful event marketing strategy and examines applicable event marketing strategies to the event management industry. The course introduces students to customer and competitor analyses, market research, customer satisfaction and loyalty, segmentation, targeting, positioning, branding, and sales. The course also provides a unique experiential learning opportunity for the students with the goal of increasing event attendance and profit. Prerequisite: Take MK-201
Offered: All Semesters All Years

MK 599 INDEOPENDENT STUDY   1.0-6.0 Credit(s)
Prerequisite: MK 661
Offered: All Semesters All Years

MK 651 MARKETING RESEARCH   3.0 Credit(s)
This course gives a managerial approach to market research activities. Primary emphasis is on applying qualitative and quantitative research information toward marketing decisions. The research process is discussed and then qualitative and quantitative methodological alternatives are systematically reviewed. Careful attention is paid to how to analyze and present research findings. Prerequisite: MK 661
Offered: All Semesters All Years

MK 652 WEB DESIGN FROM A MKTG PERSPECTIVE   3.0 Credit(s)
As organizations fully embrace a digitally-led, experience-driven economy, the lines between design, technology, and business have blurred more than ever. It's important for us to understand where they come together and learn how we as digital marketers can build our own foundation for using it to create compelling digital experiences that drive demand for brands. In this course, students will be taken on a journey through the modern web design process with the goal of giving students some hands-on design experience and a practical understanding for how to approach websites using modern-day marketing strategies
Offered: As Needed Contact Department

MK 658 CONSUMER MARKETING & BEHAVIOR   3.0 Credit(s)
This course focuses on the consumer and in particular what makes consumers behave the way they do in specific purchase situations. Emphasis is on behavioral, psychological, and motivational theories as well as risk perception. Various consumer buying models are analyzed. The case method is utilized. Prerequisite: MK 661
Offered: As Needed All Years

MK 659 MARKETING PROBLEMS   3.0 Credit(s)
Prerequisite: MK 661
Offered: All Semesters All Years

MK 661 MARKETING MANAGEMENT   3.0 Credit(s)
This course explores how firms analyze market opportunities; select target markets; develop the marketing mix (product, price, place, and promotion); plan, manage, organize, and control the marketing resources throughout an enterprise; deal with competition; and extend marketing to the global marketplace.
Offered: As Needed Contact Department

MK 662 ANALYSIS OF CONSUMER DECISIONS   3.0 Credit(s)
This course explores the tools and techniques used by marketers to analyze customer behaviors. It examines databases, analytics, metrics, software, and techniques applied by marketers to transform data into useful formats for the strategic decision-making process. Contents focus on technology tools for segmentation, target marketing and positioning, media selection, market share and estimation, sales forecasting, and other analyses. This course explores the use of machine learning algorithms in the developing of marketing models related to consumer segmentation, market basket analysis, customer lifetime value, predictive marketing, consumer choice, and pricing. Prerequisite: Take MK-661, MK-670
Offered: As Needed Contact Department

MK 666 RETAIL MARKETING   3.0 Credit(s)
Prerequisite: MK 661
Offered: All Semesters All Years

MK 670 DIGITAL MARKETING   3.0 Credit(s)
Examines the rapidly evolving dynamics of digital marketing. Emphasis is on consumer behavior and opportunities, problems, tactics, and strategies associated with incorporating digital methods into the marketing function. Internet and mobile marketing tools such as search engine marketing, social media, and viral marketing are addressed.
Offered: All Semesters All Years

MK 671 MARKETING ANALYTICS   3.0 Credit(s)
This course explores how companies assess marketing performance. It is a survey course covering a variety of return on investment metrics for marketing investments. The course introduces formulas and ratios used to gauge customer profitability, product portfolio mix, and advertising and web spending effectiveness. Attention is drawn to links between finance and marketing.
Offered: As Needed Contact Department

MK 672 INTRODUCTION TO BIG DATA   3.0 Credit(s)
This course will present a practical approach to the process of decision-making using big datasets as a result of acquired or aggregated data. Prerequisite: Take MK-661, MK-670
Offered: As Needed Contact Department

MK 673 SERVICES MARKETING   3.0 Credit(s)
Prerequisite: Take MK-661
Offered: As Needed All Years

MK 674 SOCIAL MEDIA MARKETING   3.0 Credit(s)
This course provides the practical knowledge and insights required to define objectives and strategies of social media marketing, identify and properly select the social media tools to engage consumers and effectively evaluate and measure the results of a firm's social media strategy. What is Search engine optimization (SEO) and giving a deeper understanding of the concept.
Offered: As Needed Contact Department

MK 676 DIGITAL ADVERTISING   3.0 Credit(s)
The course in digital advertising will cover a gap between traditional advertising and digital advertising, including mobile, Internet, viral media, paid and unpaid advertising. This course goes beyond using web metrics for advertising but instead focus on creating a unified advertising proposition that can be delivered in Omnichannel.
Offered: Late Spring Semester All Years

MK 677 CUSTOMER EXPERIENCE MANAGEMENT   3.0 Credit(s)
This course provides an understanding of customer experience management, as a collection of processes used to measure customers' interactions between customers and the organization throughout the customer lifecycle. Prerequisite: Take MK-661 MK-670 MK-674;
Offered: Fall Semester Even Academic Years

MK 680 APPLIED TOPICS IN DIGITAL MKT   3.0 Credit(s)
This course explores in-depth coverage of one digital marketing topic from an applied perspective. The topic is examined from a company's point of view with multiple examples from industry. Students work hands-on to learn what practitioners do within the topic on a day to-day basis. Topics rotate throughout trimesters.
Offered: As Needed Contact Department

MK 686 CONSUMER MOTIVATION   3.0 Credit(s)
Prerequisite: MK 661
Offered: All Semesters All Years

MK 687 INTERNSHIP   3.0-6.0 Credit(s)

Offered: All Semesters All Years

MK 688 DIGITAL MKTG CAPSTONE THESIS   6.0 Credit(s)
By arrangement with program director. Prerequisite: Take MK-661, MK-670
Offered: As Needed Contact Department

MK 689 DIGITAL MKTG CAPSTONE PROJECT   3.0-6.0 Credit(s)
By arrangement with program director. Prerequisite: Take MK-661, MK-670
Offered: As Needed Contact Department

MK 699 SPECIAL TOPICS   1.0-6.0 Credit(s)
Prerequisite: MK 661
Offered: All Semesters All Years

MK ELEC MARKETING ELECTIVE   1.0-9.0 Credit(s)

Offered: As Needed Contact Department

MK ELEC MARKETING ELECTIVE   1.0-9.0 Credit(s)

Offered: As Needed Contact Department