Department of Marketing Communication


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  • EC203 - Principles of Economics (4 Credits)
    Introduces and focuses on the essential concepts and principles of microeconomics. Studies the allocation of resources under scarcity through decisions made by individual consumers, firms, and business. Students will examine, understand, and prioritize decisions and behaviors that affect many resources, whether financial, environmental, or human.
    Instructor: Nejem Raheem
  • GM601 - Marketing Management in a Global Environment (4 Credits)
    Introduces the economically integrated global marketplace that addresses the global economic environment, social and cultural environments, legal and regulatory considerations, foreign exchange and financial decision-making, marketing research, strategic alternatives for global market entry and expansion, and cooperative global strategies and strategic partnerships. Emphasizes differences between domestic and global strategies when applied to product development, pricing, and distribution, and focuses on the unique role of promotion within a global marketing framework.
  • GM603 - Global Multicultural Consumer Behavior (4 Credits)
    Grounded in theories of behavioral economics, this course examines human and consumer behavior within cultures, how members of diverse cultures differ, and the criteria upon which cultural members can and cannot be compared. Cultural value systems are highlighted as they provide insight into the impact of cultural differences on individual and group processes such as decision-making, verbal and nonverbal communication styles, and organizational structure. Models of decision-making and information processing are also explored.
    Instructor: Nejem Raheem
  • GM604 - Research Methods for Global Marketing Communication and Advertising (4 Credits)
    Provides students with an in-depth understanding of the research process, including formulation of research questions and determination of research design including data collection methods, sampling, data analysis, and interpretation. Introduces students to the world of networked information as well as the application of information technology to decision-making in a global business context.
  • GM605 - Financial and Strategic Context of Global Market Planning (4 Credits)
    Examines the financial environment surrounding marketing decisions in global enterprises. Financial and strategic tools essential in planning and evaluating marketing activities are examined in an overview of financial aspects of marketing decision-making such as forecasting, budgeting, optimizing, valuing, evaluating, and auditing results. Students apply these tools to marketing and communication decisions in strategic planning that addresses challenges of designing and implementing plans across a global enterprise.
  • GM606 - Global Marketing Communication Planning (4 Credits)
    Introduces disciplines within marketing communication and the concept and practice of integrated marketing communication planning. Describes fundamental theory and practice within advertising, public relations, sales promotion, direct marketing, e-commerce, event planning, and sponsorships. Reviews global issues and institutions in the practice of these disciplines in multinational organizations.
    Instructor: Walter Mills
  • GM612 - Global Public Relations (4 Credits)
    Focuses on the role of public relations in a global setting, application of market research to public relations, the benefits and limitations of analytical frameworks applied to strategy development, and models of roles and ethical responsibilities of corporations engaged in public relations. Attention is given to the evolution and practice of public relations in major global markets.
    Instructor: Roxana Maiorescu
  • GM614 - Global Advertising (4 Credits)
    Examines organizational and external environments surrounding global advertising decisions. The impact of business trends, regulatory environment, media management, agencies, and advertisers in global communication planning are discussed. Challenges such as standardizing communication strategy, choosing an agency, allocating decision responsibilities, localizing creative executions, assessing foreign buyers and media audiences, and media planning in multiple markets are examined.
    Instructor: Melissa Andretta
  • GM620 - Global Brand Management (4 Credits)
    Examines the challenge of branding in a worldwide context and provides a systematic approach to all aspects of creating and managing brands. Students are given a comprehensive framework regarding branding alternatives, issues for segmentation and brand research, communicating brand and corporate identities, managing the mix, and organizational and legal issues. Students explore the opportunities offered through line and brand extensions using case studies.
    Instructor: William Anderson
  • GM630 - Interactive and eCommunication in Global Environments (4 Credits)
    Students learn how organizations use the Internet and other interactive technologies to communicate with consumers and the public in global environments, and to examine the differences between traditional media vehicles and the Internet within the context of strategic communication. Students explore how communication has changed given media and delivery system convergence as well as market democratization. Ethical and legal parameters of technology-based communication are also covered.
    Instructor: Sean Collins
  • GM636 - Creative Thinking and Problem Solving in a Global Environment (4 Credits)
    The abundance of choices available to consumers for products and services, coupled with messages about them, necessitates that companies differentiate themselves creatively in global markets. Creativity and innovation are becoming cornerstones of business--qualities managers seek in employees and skills graduates must have to excel. This course explores the nature of creativity, creative thinking, and problem solving in a global environment. Interactive exercises, case analyses, discussions, and projects foster and enhance creativity.
  • MB200 - Principles of Business (4 Credits)
    Analyzes information related to business trends, strategies, opportunities, and operations and critically assess alternatives. Through lecture, discussion, case videos, and in-class assignments, students consider external and internal factors driving contemporary business decisions. Topics include: pricing, supply and demand, the management of people, processes, resources, and organization; the globalization of business; the use of information systems to support business efforts; and basic concepts of marketing, sales, business ethics, law, accounting, and finance.
    Instructor: Catherine Flanagan
  • MB300 - Managing Business Operations (4 Credits)
    Explores the operational structure of business, theory, the practices of effective resource management and activities that produce or deliver the goods and services of a business: the management of personnel, materials, equipment, and informational resources that a business needs to produce and deliver its good and services. The course examines how businesses are organized, and how the various departments within a business such as Marketing, Sales, Production, Finance, and Human Resources work together.
    Instructor: Ricci Rizzo
  • MB310 - Finance and Accounting (4 Credits)
    Students become familiar with the language of accounting and learn to create, interpret, analyze, and evaluate financial statements (e.g., balance sheet, income statement, cash flow statement). Armed with this knowledge, students then use case studies and in-class exercises to analyze how managers use data presented on financial statements to make decisions about budgeting, cost allocation, and overall company performance.
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