|
The Innovation and Marketing Management major combines the building blocks of marketing with the practical tools that individuals will need in the business world for years to come. The program is based on concepts of adult education, which include an interactive classroom setting, limited lectures, and a focus on practical, hands-on learning. Ethics, globalism, creativity, customer service, e-commerce, and entrepreneurship are some of the topics explored throughout the curriculum.
Program Objectives
The objectives of the undergraduate Innovation and Marketing Management major are:
- to prepare students to become effective marketing and project managers;
- to provide students the tools to plan and start their own businesses;
- to help students apply classroom learning to current marketing problems in the marketplace;
- to develop problem-solving and decision-making skills;
- to develop written and oral communication skills;
- to develop learner independence and self-image; and
- to become innovators in their own field of expertise.
Research Project
Past and present work experiences serve as catalysts in the learning process. This research project, which continues throughout the program, blends study and experiential learning.
The research project for the Innovation and Marketing Management major integrates knowledge and skills learned from the coursework and applies it to real world business problems. The project is broken down into two parts-Industry Analysis and Business Plan.
Course Descriptions
MKM 310 Innovation - 3 credits
Innovation is essential; that's the rule of business for the new millennium. Students will learn about product development, entrepreneurship, and different types of innovation.
MKM 315 Personal Resources: Assessment and Application - 3 credits
Students investigate their own past, strengths, and weaknesses in order to understand how to best create and develop personal strategic plans for their future.
MKM 320 Systems Management - 3 credits
Organizations are unique in and of themselves. Students will examine underlying dynamics, culture, and change within an organizational context.
MKM 325 Business Ethics - 3 credits
Students explore their personal ethics and develop frameworks for addressing tough ethical decisions in business and in marketing.
MKM 330 Relationship Marketing - 3 credits
At the center of the discipline of marketing is understanding the behavior patterns of the consumer. In this course, we look at individuals and organizations as consumers. One of the course goals is for students to understand themselves better as consumers.
MKM 331 Marketing Research - 3 credits
This course gives students the tools for researching consumers and markets. Qualitative and quantitative methods are explored. Students will create a marketing research plan for a product.
MKM 340 Industry Analysis - 2 credits
Students will fully investigate the dynamics of an industry of their choice. Students will analyze the structure, competition, success/failure factors, distributive systems, and other industry factors. Marketing professionals perform similar industry analysis as part of their jobs.
MKM 341 Applied Accounting and Finance - 3 credits
Numbers can be intimidating. In this course, financial information is made less daunting and easy to comprehend. Financial reporting, contribution margins, and project financing will be presented.
MKM 345 Promotional Strategy - 3 credits
Promotion consists of advertising, sales promotion, sales, public relations, direct marketing, and more. These avenues for transmitting marketing messages across effectively are examined for usefulness, cost/benefit analysis, and social value. Students will create their promotional plans.
MKM 346 Electronic Marketing - 3 credits
Amazon.com? Anything.com? Electronic commerce is with us more today than ever before. Cars, travel, clothing, and food are being sold through the Internet. This course examines how to market goods and services electronically.
MKM 415 Biblical Christianity For Thoughtful People - 4 credits
The question, "What is religious thought?" will be explored in the light of American culture. Students wrestle with basic questions of life, such as "What is the meaning of life?" World religions are discussed from the perspective of a Christian belief system. This course satisfies a general education requirement.
MKM 425 Global Marketing - 3 credits
It is said that contemporary employees compete with other employees worldwide. The economy is global and it is necessary to understand other parts of the world and how business is implemented. Students will create marketing plans to market products to other countries.
MKM 430 Innovative Marketing - 3 credits
The five Ps of marketing-place, price, product, promotion, and people-are the center of this module. The building blocks of the five Ps, understanding, and researching the customer, are also covered.
MKM 435 Marketing Strategy - 3 credits
This capstone course combines everything that has been taught in previous courses. Students analyze graduate-level case studies. Group work is essential.
MKM 440 Business Plan - 3 credits
Students will create their own business plan for a product of their choice. The goal of this course is to enable the student to become proficient in developing his or her own business plans.
|
