This program is designed for students interested in marketing with a focus on digital marketing. The field of marketing is expected to grow faster than the national average. The need for digital marketing is an important part of the growth. At Hiram students will take courses that prepare them for the most recent technological innovations in marketing. The digital marketing curriculum is intended to integrate with Hiram’s existing marketing curriculum taught in a liberal context. Students will gain strong skills in written and oral communication, critical thinking, problem solving and teamwork, skills that will prepare them for the ever changing work force. This program was developed after consultation with multiple Fortune 500 companies and successful startups to identify the key areas needed in the field.
Ebru Genc, (2019) Assistant Professor of Marketing
B.S., Middle East Technical University, Ankara, Turkey;
M.S., University of Illinois at Urbana - Champaign, IL;
Ph.D., Temple University
Digital marketing majors will also take marketing (MKTG) courses to complete their major.
Digital Marketing (DMKT)
EMAIL MARKETING ~ Email marketing is one of the primary avenues by which modern businesses drive customer acquisition. This course will teach students how to craft successful email marketing campaigns when targeting business or individual customers. Students will also learn how to use email campaigns for customer engagement and activation. Students will learn how to write emails that drive customers to take desired actions, and how to structure email campaigns for maximum effect. This course will ask students to build their own marketing campaigns to advertise an imaginary product, and to evaluate and improve existing email campaigns.
SEO AND SEM: USING SEARCH TO ATTRACT PROSPECTS ~ When a potential customer is looking for a product, how do they find the right one? Often times, they’ll ask Google or other search engines. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) help companies become more visible to customers by ensuring that they are among the first companies someone sees when doing initial research. This course is intended to introduce students to the concepts of social media marketing and optimization, and teach them how to use these tools to drive top-of-funnel growth, also known as lead generation.
Prerequisite: MKTG 15500
DIGITAL MARKETING ANALYTICS ~ Marketing professionals today have access to incredible amounts of data. The ability to use this data is what differentiates successful marketing efforts from failed ones. In this course, students will learn how to analyze digital customer behavior data using a range of tools, and use that data to test marketing hypotheses and improve customer acquisition.
VIRAL AND ORGANIC GROWTH ~ Viral and organic growth have become the gold standard by which content marketing efforts are judged. This type of growth is highly valuable, because it tends to be relatively cost-efficient, and drives brand heat. Companies which generate content that spreads through the internet with minimal effort and cost are among the most successful at growing their brand awareness and consumer base. This course is intended to teach students what drives users to share content, how to build shareable content, and how to run contests and build content marketing plans that lead to viral or organic growth.
Prerequisite: MKTG 15500 and MKTG 36500
PRINCIPLES OF MARKETING:CA ~ An introduction to the marketing system from a managerial perspective. Emphasis is on the environmental context of marketing, the marketing decision process in an organization, and basic marketing concepts. The role of marketing in society, and trends and issues confronting marketing managers are also addressed. (Previously MGMT 25500.)
Core: Social/Cultural Analysis Meth
PUBLIC RELATIONS ~ This course will introduce students to how public relations function in corporations, government, nonprofit organizations, and other institutions and provide an overview of many facets of public relations: its history, development, ethics, practice, and application. We will look at the process of public relations, including research, planning, implementation, and evaluation of public relations campaigns, survey techniques, strategies and tactics used by public relations practitioners, and how to practice public relations effectively and ethically in today's global society. Analysis of case studies gives students the opportunity to apply public relations concepts to a realistic situation and to begin to understand the actual, creative challenges available in the public relations profession.
PRINCIPLES OF ADVERTISING ~ This course is designed to introduce students to the theory and application of creativity in advertising. Based on the idea that good advertising always starts with an understanding of people and an awareness of their needs, this course moves through the creative process step by step, focusing first on the creative person, then on strategy and problem solving. It covers a range of topics including the nature of creative strategy to various media. Students will also learn how advertising is evolved and regulated and learn about key social issues and consumer problems with advertising. The emphasis throughout the course is on developing good advertising based on solid strategic thinking, and students will be required to write, design and present original advertisements and critique various advertisements. Cross listed with COMM 24900.
SOCIAL MEDIA COMMUNICATION ~ In this class, we will examine social media communication and its uses and functions, proper and improper, from personal and business standpoint. This course takes a hands-on approach to learning the content which will include designing a social media communication campaign for a local business. A variety of social media platforms will be examined. There are no prerequisites for this class.
INDEPENDENT STUDY ~
FIELD EXPERIENCE ~
SERVICES MARKETING ~ Marketing is that function of an enterprise, which represent the customers' needs and wants to the internal stakeholders of the enterprise. The role of marketing management is to help companies better understand customer preferences, develop internal agility to rapidly respond to changing needs of customers, link market knowledge to designing appropriate products and services for selected customers, and determine appropriate methods to communicate, to deliver value, and to retain customers’ attention. This course aims to enable students of marketing and aspiring managers to understand the nuances of services marketing and agile corporations. This course includes an introduction to business and services marketing. The course also aims to create a strong familiarity of concepts like developing offerings, setting pricing, managing profitability, segmenting, targeting and promoting services to customers, balancing demand and services, managing customer relationships and marketing services globally. The course will use video cases studies to understand the challenges in Service Marketing.
MARKETING MANAGEMENT ~ This course examines the analysis, planning, implementation, and control of marketing activities in for-profit, not-for-profit, and service organizations. Subjects addressed include the role of the external and internal environments in marketing decision-making; the relationship between the organization's overall strategy and its marketing strategy; and the integration of the marketing mix and ethical issues. A variety of analytical frameworks and tools to support marketing decision-making are introduced and used.
ENTREPRENEURIAL MARKETING ~ This Entrepreneurial Marketing (EM) course is structured to bring traditional marketing theory, concepts, and frameworks together with the rapidly evolving technology and social media perspectives into an integrative framework called “entrepreneurial marketing” (EM). EM represents a strategic type of marketing built around six core elements: opportunity, innovation, calculated risk taking, resource leveraging, proactive behavior, and customer intensity. we will explore how marketing and entrepreneurship affect and are affected by one another. We will examine entrepreneurial and marketing concepts to determine how they apply to, and how they can aid the practice of, the other. We will look at the role of marketing in entrepreneurial ventures, and the role of entrepreneurship in marketing efforts of all firms. Attention will be devoted to understanding why marketers resist entrepreneurship as well as the common mistakes entrepreneurs make when it comes to marketing. Implications will be drawn from the latest trends in marketing and in entrepreneurship. Handson cases will be used to assess real world problems at the marketing entrepreneurship Interface with primary learning activity being a "live EM planning project".
Prerequisite: MGMT 22500 or MKTG 15500
CONSUMER BEHAVIOR ~ This course explores the various environments that have an impact upon the behavior of individuals in the marketplace. A framework is introduced to analyze the consumer decision process and the cultural, sociological, psychological, and economic factors that influence it.
PERSUASION AND ATTITUDE CHANGE ~ This course focuses on the interaction of attitudes and verbal communication process emphasizing recent experimental studies dealing with source, message, receiver and environmental variables. Additionally, specific persuasive situations such as bargaining, negotiations, trial processes, marketing and political campaigns are examined. A research paper on an aspect of persuasion theory and recent experiments is required. Also listed as COMM/MGMT 32600.
MARKETING RESEARCH ~ This course is an introduction to the research process as it relates to the marketing function within an organization. Special emphasis is placed on the human aspects of the research effort and ethical standards for researchers. The student is introduced to survey, field, and experimental research designs. Subjects examined include problem definition, sample selection, interviewing techniques, data collection, analysis and presentation.
MULTINATIONAL MARKETING:EW ~ This course examines the marketing function across national boundaries. The cultural, political, social, economic and financial environments and their influence upon global marketing decisions are emphasized. Product, pricing, promotion, and distribution strategies in different environments are examined. Modes of participation, including exporting, licensing, joint ventures, and direct investments, are also studied. Analytical techniques for assessing global marketing opportunities are introduced and used.
Core: Experiencing the World
RESEARCH DEVELOPMENT ~ This course is the first step in a yearlong process of reflecting on the meaning of the management major. One part of this process focuses on students identifying a research topic and initiating the research necessary for the completion of a high-quality, senior-level paper in the spring. Another part of this process relates to career preparation and development. MKTG 40100 seeks to assist students in identifying job opportunities and presenting a compelling professional profile in the marketplace.
MARKETING SENIOR SEMINAR ~ This course is designed as a capstone to the marketing major. The format for the seminar is to have each student write and present a significant research paper on a topic of his or her choice. The research effort will be a group process with continuous discussion, criticism, and suggestion from the participants, in order to improve the quality of the paper during the research and writing process. Participants give progress reports and summarize their readings to receive constructive evaluations. Cross listed with MGMT 48000.
Prerequisite: MKTG 40100
INDEPENDENT RESEARCH ~ The course is open to marketing majors with junior standing or above with the consent of the department. This affords junior and senior Marketing majors the opportunity to design their own course of study in an area that is not currently taught. The independent research course would normally require the student to write a research paper.