NSU 2014-2015 Undergraduate Catalog

410 Nova Southeastern University • Undergraduate Student Catalog • 2014–2015 COURSE DESCRIPTIONS content downloading behaviors used in online selling strategies. Prerequisites: MKT 3050 and MKT 3600. MKT 3610 Social Networking (3 credits) This course offers a comprehensive overview of how social networking is used in brand awareness and sales generation. Specifically, students will become familiar with the role played by social networks in spreading marketing content, building target audience communities and creating thought leadership. Tools and techniques will be introduced for posting, pinning and sharing content through Facebook, LinkedIn, Twitter, Google+, Tumblr and a variety of photo and video sharing networks. Students will learn how to activate and engage communities of these networks with contests and brand conversations as well as share-worthy content. The course includes social media marketing plan exercises that provide hands-on experience in both social community development and fan engagement. In addition, context-marketing strategies will be examined for reaching audiences through location- based services, mobile apps and behavioral targeting techniques.Prerequisites: MKT 3600. MKT 3800 Entrepreneurial Marketing (3 credits) The successful entrepreneur if faced with the challenge of innovation and growth, often with limited resources. How innovation—in the form of new products, services, and business concepts—is brought to the marketplace will be explored using small and start-up businesses, new economy companies, and corporate entrepreneurial models. Coursework will include defining market opportunities, value propositions, target-marketing, positioning strategy, branding, promotion (including public relations and guerilla marketing), distribution, including the Web, pricing, and customer relationship management in the context of entrepreneurial setting, resources, and culture. Case studies will be used to exemplify the various steps in launching successful products, businesses and initiatives. The course will culminate in the preparation and presentation of a marketing plan geared to the entrepreneurial organization. Prerequisites: MKT 3050. MKT 3900 Marketing Internship (3 credits) The Huizenga Business School fosters learning through the application of classroom theory in the workplace. Undergraduate students have the option of participating in a university sponsored internship for academic credit. The minimum internship work requirement is 180 hours during one semester. Registration for internship is done through the HSBE Office of Academic Advising, not online, after conferral with the NSU’s Office of Career Development. ACADEMIC REQUIREMENTS: good academic standing, GPA of 2.5 or higher, and completion of at least 36 credit hours. Prerequisite: MKT 3050. MKT 4100 Integrated Marketing Communication (3 credits) The Integrated Marketing Communication course introduces students to the concept and application of of the firm’s activity and that by delivering superior value and building long-term relationships the firm will be competitive and generate sales and profits. Every successful firm whether marketing to consumers or to businesses, has developed customer relationship strategies, tools, and processes to provide outstanding value to customers. The course approaches building customer value and relationships from three important perspectives. First, the course focuses on the customer using key marketing concepts such as satisfaction, loyalty, retention and the strategies used to build these. Second, the course develops implementing customer relationship management from the organizational perspective across all functional areas and with special emphasis on sales and marketing. Third, the course introduces students to the importance of data management as a foundation of customer relationship management and marketing insight and the importance of evaluative tools to measure the progress of a customer relationship program. The course will use lectures, discussions, case problems and written assignments. Prerequisite: MKT 3050. MKT 3600 Digital and Search Engine Marketing (3 credits) From the smallest local retailer to the giant multi-national, the Internet has changed how products and services are marketed. This course will examine the foundation, operation and implications of Internet marketing. Topics focus on how the Internet influences marketing activities and how market-driven organizations adapt to this new business environment. This course will explore the Internet’s effect of strategic planning, marketing research, segmentation, target market selection, customer service and relationship building, personalization, customization, and marketing mix decisions. In addition, it will explore electronic data tools, legal and ethical issues, search engine optimization, and on-line communication/promotion including blogging, enriched e-mail, podcasting, social media, and website management. The course will also address marketing strategy issues when combining brick-and mortar with brick-and-click operations within a company and the evaluation of corporate websites. Prerequisite: MKT 3050. MKT 3605 Content Marketing (3 credits) This course provides an extensive overview of content marketing strategies that activate a marketer’s engagement with their social media communities. Using both educational and entertaining formats, students will learn how to best engage their target communities with a media mix of video, photo-based, graphic, audio and textual content. Strategies will be developed for creating and sequencing blogs, eBooks, webinars, podcasts, e-newsletters, slide shows and other talk-worthy content that educates and/or entertain target audiences while laying the foundation for a loyal following. Students will further examine how this online content can boost search engine results and social media reach while enabling targeted email campaigns to track audience needs from