Integrated Marketing (INTG1-GC)

This course introduces students to the concept of marketing as an organizational function and focuses on the development, creation, and implementation of integrated marketing plans. It also covers key elements of how marketing is integrated across channels and the application of specific marketing tactics in support of the brand. Students learn to plan market research, create integrated marketing strategic plans, and evaluate plan outcomes in support of organizational goals. The course addresses contemporary issues and trends in marketing and the implications of new digital and social marketing practices.

This course is taken in the semester before INTG1-GC1015, Campaign II: Planning and Management. Together, these two courses provide complementary learning in how to develop strategy, plan, execute, and manage marketing campaigns. Campaign I focuses on the creative aspects of the campaign and explores core concepts that transcend marketing channels. By studying how creative strategy becomes the basis for all executions across the marketing mix, including television, radio, print, direct mail, e-mail, digital and wireless, students learn how to manage all elements to achieve consistency in strategy, and branding for a successful marketing integration outcome. Applying this learning, students build a comprehensive integrated marketing campaign.

This course focuses on how companies use strategic analysis and planning to achieve organizational success. Marketers must understand the role of marketing within an organization’s business strategy, and how an organization’s business strategy influences marketing strategy. Students will learn how to plan, develop, and implement business strategies and the framework in which marketing supports the achievement of business goals. Classic and contemporary methodologies for identifying and assessing growth options will be explored. Through analysis of global competition, innovation, and potential competitive disruptors students will gain an understanding of the issues organizations face to grow in their respective markets and identify mitigation strategies and methodologies to advance growth.

This course is taken in the semester following INTG1-GC1005, Campaign I: Strategy and Execution. Together, the two courses complement learning on how to develop strategy, plan, execute, and manage marketing campaigns. Campaign II focuses on media campaign strategies. Organizations seek to integrate messages across media channels to achieve marketing and business objectives which are complicated by mobile integrations, social media, email and search marketing competing with traditional media such as television, print, radio, and direct mail. This course provides students with the requisite knowledge, skills and background to understand how to make decisions about budget allocation relative to contact media and creative strategy. Applying this learning, students develop a comprehensive integrated-media plan.

In this course, students learn the basics of database setup and management as well as the analytical techniques and tools used in integrated marketing to assess, enhance, and profit from customer-relationship management. The course reviews database technology, organization, and planning including technology needs and outsourcing considerations; sampling techniques such as nth selects and frozen files; creating powerful predictor variables such as univariate and cross tabulations, ratios, time series variables, and other measures. The course also covers predicting customer actions by using multiple linear regression and logistic regression to model response, payment, attrition, churn, and other factors that assist in segmentation. Students also learn how to combine prospect and customer data residing on databases with outside sources of data to drive response models.

This course examines the financial impact of integrated marketing programs on a company’s bottom-line. Students learn the basic metrics, terminology, and key formulas for planning, managing, and analyzing marketing programs. Students also learn how a business constructs a more comprehensive financial plan, by analyzing profit and loss projections, breakeven analyses and a marketing allowable to set and achieve financial goals. Students apply these analyses to create financial projections and marketing budgets to project key metrics such as return on investment calculations, cost per inquiry, cost per response, cost per click, response profitability and customer lifetime value. Through the study of marketing best practices, students learn how to set the financial criteria for success, create measurable integrated marketing campaigns, and apply the metrics to direct and digital media.

In this course, students learn the existing and emerging formats of digital marketing, how to integrate them into the overall marketing plans, and how to use them to achieve business objectives. The course covers the latest forms of digital marketing including content marketing, website UX, SEO, SEM, social media, video, email marketing, mobile marketing, digital attribution and analytics, paid advertising, reputation management, strategy planning, and new and emerging trends such as personalization, AI, augmented and virtual reality, and messenger bots. Students learn about the challenges that marketing professionals need to address in customer acquisition, lead generation, activating and creating customer loyalty, building and promoting brands, enhancing customer relationships, and analyzing consumer behavior in the digital marketplace.

This course provides the marketer with quantitative and qualitative techniques for developing consumer insights, determining market potential, maximizing market share and building customer relationships in an integrated-marketing environment. The course covers an overview of statistical analysis used in marketing, including sampling techniques and marketing-test design and analysis, e.g., sample-size estimation and test assessment via hypothesis testing, choice modeling/conjoint analysis, rank correlations, etc. In addition, students learn research methods to support prospect, customer and competitive analyses including how to execute a survey and use syndicated research. Using measures of central tendency and dispersion, students learn how to develop and assess these statistical measures to better understand potential data issues prior to analysis. They also learn to build graphical representations of marketing data and the important distributional properties of marketing data.

This course focuses on the role of the C-Suite leadership and how the competing demands of those roles shape the organization. Students explore the differences between leadership and management and gain understanding of relevant C-Suite practices. Throughout the course, students examine the role of vision, mission, values, and organizational culture in guiding the organization. Topics include risk analysis, scenario planning, leadership models, influencing organizational culture, building relationships and networks, critical thinking, investor relations, crisis evaluation/mitigation, stakeholder analysis, negotiation and persuasion, and entrepreneurship.

Internships provide students with the opportunity to acquire professional experience and add a real-world perspective to their studies. The course consists of on-site work at a corporation, nonprofit or governmental organization, educational institution, or small and medium sized company that provides an educational experience for the student, under faculty supervision. Students apply the knowledge acquired through their coursework to industry practice and explore career options. This course has GPA and credit completion requirements.

In this course, students learn how effective use of social media integrates both into an overall digital marketing strategy and overarching brand strategy. The course covers the principles and practices of social media marketing and how social media channels are used to build brands in conjunction with an effective content marketing strategy. Throughout the course, students evaluate established social networks as well as emerging platforms. The course covers the different forms of content including blogs, image, video and audio and examines how social media can build or break influence, be used as a research and customer service tool and examines emerging trends and concerns over privacy issues. The course provides students with an opportunity to build a brand by creating content, using social media networks, and creating social media marketing campaigns.

In this course, students learn all aspects of search, including organic, pay-per-click search, paid/sponsored listings, contextual listings, and paid inclusion, as well as optimization of site content through keywords, algorithms, and meta tags. Building on this foundation of planning and managing search, they learn the metrics of click-throughs, how to measure the effectiveness of search with A/B tests of listings, site content, site design, and targeted, measurable landing pages.

This course enables students to manage the interface between marketing and a company’s operations, in areas such as the delivery of products, services and customer support, which helps ensure that marketing is able to effectively support a company's growth strategy and competitive position. This course prepares students in the operational and customer-service aspects of business to ensure that marketing and operations are properly aligned to meet customer expectations. Students evaluate how the efficiency and effectiveness of these processes can make or break a marketing strategy, influence lead conversion, affect customer loyalty and impact Customer Life-Time Value. In this course, students assess how operations create competitive advantage and master how to improve the effectiveness of a company's operations, including usability in e-commerce, outsourcing, and CRM.

The course prepares students for all aspects of e-commerce marketing management, from launch to expansion. It covers the principles and practices of e-commerce marketing, with emphasis on the skills needed to plan, launch, manage, market, and measure a mobile first website that sells products, incorporates advances in marketing technology and communicates with prospects and customers. Students learn the specific processes that constitute core competencies for site development including merchandising, pricing, and product display; best practices for maximizing click-through rate, stickiness, conversion of site visits to sales, and minimizing shopping-cart abandonment. They also learn how to develop and manage the P&L and operating budgets for an e-commerce business and how to use the best practices of classic direct marketing combined with the latest advances in digital technology to test, track and measure for return on investment and customer life time value.

Pricing is a crucial marketing component, evolving into a specialized field with advanced analytics. This course reviews various pricing strategies and approaches to capturing value through metrics and price fences. Students analyze their impact on revenue growth by exploring traditional and emerging business models like freemium, on-demand, subscription services, and the gig economy. Through practical exercises, students learn to establish consumer willingness to pay, calculate elasticity, and assess trade-offs. The course also covers how value and pricing decisions are communicated through marketing techniques. Additionally, students evaluate enterprise-wide governance, implementation, and controls to ensure effective pricing decisions, emphasizing pricing’s role in driving top-line revenue growth.

This course explores the strategic and operational aspects of channel and trade management, providing students with a comprehensive understanding of the distribution landscape in modern marketing. The course covers designing, implementing, and optimizing distribution channels to enhance market reach and customer satisfaction. Students will explore various channel structures, intermediary functions, and the dynamics of trade relationships. Key topics include channel conflict resolution, pricing strategies, logistics, and the impact of digital transformation on traditional distribution models. Through case studies, practical assignments, and interactive discussions, students will develop the skills to manage and innovate channel strategies effectively. Emphasis is placed on integrating theoretical frameworks with real-world applications to prepare students for marketing and distribution management leadership roles. By the end of the course, students will be equipped to design robust channel strategies that align with organizational goals and market.

This course explores the unique challenges and opportunities within the fashion and luxury industries, focusing on the specialized marketing strategies that drive success in these high-profile sectors. Students will delve into the nuances of brand management, consumer behavior, and market segmentation specific to luxury and fashion brands. Key topics include the creation of compelling brand narratives, managing brand exclusivity and desirability, and leveraging digital and traditional marketing channels to reach affluent consumers. Through case studies, practical projects, and guest lectures from industry professionals, students will understand how to craft and execute marketing campaigns that resonate with luxury audiences. By the end of the course, students will be equipped with the skills and insights necessary to navigate and excel in the dynamic and competitive world of luxury and fashion Marketing.

This course explores four specific areas of brand strategy including planning, development, management, and assessment. Through the review and analysis of historical and contemporary examples of brands, students develop an awareness and appreciation for the specific elements that contribute to a brand’s success. The course delves into the role of social, technological and cultural influences on brands and their success or failure. Students study and evaluate specific elements that distinguish, differentiate, and give rise to successful national, multi-national, and global brands.

The course focuses on two distinct areas of product management and brand management. The product management section introduces students to the principles and practices of managing new and existing products. This includes product development, sales forecasting, product-life stage management, pricing, design and packaging, and market testing. The brand management section focuses on brand strategy, including its development and implementation, to address market objectives and strategies. Students examine how brands are managed as a key asset of the business from pricing, packaging, portfolio management to brand activation. Throughout this course, students also explore the role of marketing communications, brand extensions, customer experience, and the overall assessment and measurement of brands.

This course introduces students to how marketers use scientific research to understand the psychological processes involved in consumer behavior. Students learn the concepts and theories of behavioral science that are used to understand and predict behavior in the marketplace, as well as to forecast demand analysis for products and services. Through examining case histories of how the theory and practice of consumer behavior are applied, students gain an understanding of how to plan, develop, and implement marketing strategy and how to use the framework of consumer behavior for decision making in marketing management. The course explores contemporary concepts of storytelling and narrative constructs to emotionally connect with consumers and examines neuroscientific research and social listening techniques to evaluate engagement and response.

This course explores the dynamic world of influencer marketing, a powerful tool in the digital marketing landscape. Students will explore the strategic selection of influencers and understand how to identify individuals who align with brand values and objectives. The course covers campaign design, execution, and effectiveness measurement, emphasizing engagement, reach, and ROI metrics. Through case studies and real-world examples, students will learn to leverage social media platforms to amplify brand messages and build authentic connections with target audiences. The ethical considerations and regulatory guidelines surrounding influencer partnerships will also be examined. Practical assignments will enable students to create and implement influencer marketing campaigns, developing skills in negotiation, content collaboration, and performance analysis. By the end of the course, students will be equipped with the knowledge and tools to integrate influencer marketing into broader marketing strategies effectively, driving brand awareness and consumer engagement.

This course offers an in-depth exploration of sales strategies and account management techniques essential for driving business growth and fostering long-term client relationships. Students will understand the sales process comprehensively, from prospecting and lead generation to closing deals and post-sale service. Emphasis will be placed on the role of account management in retaining and expanding key accounts, leveraging customer insights, and delivering value. Students will develop negotiation, communication, and strategic planning skills through case studies, simulations, and interactive exercises. The course will also address contemporary challenges in sales management, including integrating digital tools, data-driven decision-making, and the impact of globalization. By the end of the course, students will be equipped to design and implement effective sales and account management strategies, enhancing their ability to contribute to their organization's success in competitive markets.

This course provides an in-depth exploration of digital advertising, specifically focusing on media buying and programmatic advertising. Students will learn the fundamentals of digital ad ecosystems, the processes involved in media buying, and the technological advancements driving programmatic advertising. Students will gain the skills and knowledge necessary to design, implement, and optimize digital advertising campaigns through theoretical frameworks, practical applications, and case studies.

This course prepares students to turn business data into actionable information and communicate insights through visualizations. Students learn software systems that enable marketers to integrate and transform data, analyze the data, and visualize the results and insights. Students learn how to use these systems and related technology in the context of managing CRM for sales, marketing, and customer relationships. Students use analytical and data visualization software, to clean, manage and prepare data for analysis, and analyze real-world data sets to develop strategic recommendations for managerial actions. They apply techniques to convert data to information, explore datasets, analyze, summarize, and visualize data, creating interactive exploratory analytics and preliminary predictive analytics to develop actionable insights.

In this course, students learn how to develop analytics to drive marketing and business objectives and improve ROI from digital initiatives. Students learn how to organize, validate, and analyze various forms of online data in order to optimize the performance of Websites, Search Engine Marketing, Pay-per-Click Advertising campaigns, Email Marketing, Display Advertising etc. Students analyze data from multiple sources including weblogs and click-stream data, and evaluate key metrics for measuring online and offline consumer behavior. Students also learn how to communicate results to drive planning for web optimization and digital advertising.

This course introduces students to the concepts of experimental design and analytical techniques for developing marketing tests across multiple media channels and marketing touchpoints. The course covers why, what, when and how to test, along with how to analyze the results of marketing tests in traditional and interactive media including print ads, direct mail, email, social media, banner ads, search-engine marketing, landing pages and website effectiveness. Throughout the course, students learn how to establish key performance indicators for marketing and create advanced testing strategies and design statistically-oriented tests of marketing activity, including A/B and ANOVA analyses.

This course takes a strategic approach to the study of Customer Relationship Marketing, providing students with the knowledge to plan, manage, and assess a CRM program from a non-technical perspective. Students learn how CRM has evolved and can take the form of customer-loyalty programs, relational database management, and total customer service experience. The course covers criteria for a CRM program, goal setting and selection of methodologies, implementation of the CRM program, and metrics for program success. Through CRM simulation exercises and case studies, students learn why, when, and how to use CRM as a strategy for increasing customer equity in the form of incremental revenue from sales, increased profit, improved Return on Investment (ROI), or extending customer lifetime value.

This course equips students with the skills to transform complex data sets into compelling visual narratives that drive actionable insights and strategic decisions. Students will learn to use leading visualization tools and software, including Tableau, to create dynamic dashboards, interactive reports, and visually appealing presentations. Emphasis will be placed on understanding the psychology of visual perception, selecting appropriate visualization techniques, and applying best practices in data storytelling. Through practical exercises, case studies, and projects, students will gain proficiency in conveying marketing data effectively, enhancing their ability to communicate findings to diverse stakeholders. By the end of the course, students will be adept at leveraging data visualization to uncover trends, patterns, and opportunities within the marketing landscape.

This course comprehensively explores customer analytics, focusing on transforming customer data into strategic business insights. Students will learn various analytical methods, including descriptive, predictive, and prescriptive analytics, customer segmentation, journey mapping, sentiment analysis, churn prediction, and customer lifetime value analysis. Advanced topics such as recommendation systems, A/B testing, market basket analysis, social network analysis, and text mining are also covered.

This course explores the dynamic intersection of marketing and technology, providing students with a foundational understanding of marketing technology (MARTECH) and its critical role in modern marketing strategies. Students will investigate the evolution and current landscape of MARTECH, examining essential tools and platforms that enhance marketing efficiency, engagement, and measurement. Topics include customer relationship management (CRM) systems, marketing automation, data analytics, social media management tools, and content management systems.

This course introduces Artificial Intelligence and its applications in Marketing. Students learn about the building blocks of Artificial Intelligence in the marketing context, including generative AI and how it has transformed marketing activities and its contemporaneous marketing applications across the entire marketing mix. They also explore how marketers can implement Artificial Intelligence using no-code and low-code environments. This course will engage students in hands-on activities, using machine learning models, natural language processing, and generative AI platforms to create AI-generated marketing plans and content.

This course provides students with the skills needed to successfully work in research. Throughout the course, students learn the importance of understanding target audiences and how to conduct research on these audiences to strengthen marketing planning and execution. The first half of the course focuses on formal research processes, methodologies, design, and collection. The second half of the course focuses on research tactics, including writing surveys, conducting interviews, hosting focus groups, and preparing to conceptualize a research topic. Students also learn methods for correct citations, quoting works without plagiarizing, copyright infringement, legal and ethical issues in research, and receive training in working with human subjects. In this course, students also prepare research proposals as a springboard for their Capstone thesis.

This course introduces students to topics of relevance to the global marketing and communications industry and establishes some frameworks through which to analyze and evaluate the ecosystem of these industries. The course reviews topics that inform the competitive business strategies adopted by various players in the environment, and/or the creative process of developing marketing and communications campaigns and the criteria used to assess whether these campaigns had impact. Special topics are analyzed in the context of how they are shaped by marketing and communications practice, and how they are impacted by, or alternatively, help drive globalization and digital transformation.

The Capstone is your final project, marking the culmination of your Master's-degree program. Each student enrolls in the Capstone course and begins by developing and evaluating concepts for an individual new business that will use direct and interactive marketing to achieve its sales and marketing objectives. Once your topic is approved by the instructor, you write a complete business plan for your company. It consists of all the sections that go into an actual business plan. Beginning with business strategy to show the scope of your concept and category research to show the financial potential, you move on to target-audience analysis and competitive strategy. Next, you develop the marketing section with brand positioning, customer-acquisition strategies and tactics, and a customer-retention plan for Lifetime Value. Following that, you plan the media, selecting from the full range of direct and interactive media, and then you develop sample advertisements in traditional and interactive formats for your brand, as well as a database plan and a plan for operations and customer service. Your work includes financial projections for your company, from breakeven analysis to a full P&L (profit and loss) analysis, a lifetime value analysis, and an operating budget. Each week, you share your work with your classmates and the instructor in a collaborative workshop setting. At the end of the semester, you present your complete business plan to your classmates and the instructor.

The Capstone Thesis course is a rigorous academic project designed for students in the MS in Integrated Marketing program to demonstrate their ability to conduct independent research and apply theoretical knowledge to real-world marketing issues. Over the semester, students will identify a research question, conduct a comprehensive literature review, develop a research methodology, collect and analyze data, and present their findings in a well-structured thesis. This course emphasizes critical thinking, scholarly research, and analytical skills. Students will work closely with a faculty advisor to ensure their research is methodologically sound and relevant to contemporary marketing practices. At the end of the Capstone Thesis, students will present and defend their research before a panel of faculty members. This course prepares students for advanced roles in marketing by honing their research capabilities and deepening their understanding of complex marketing environments.

This course introduces students to topics of relevance to the global marketing and communications industry and establishes some frameworks through which to analyze and evaluate the ecosystem of these industries. The course will review topics that inform the competitive business strategies adopted by various players in the environment, and/or the creative process of developing marketing and communications campaigns, and the criteria used to assess whether these campaigns had an impact. Special topics will be analyzed in the context of how they are shaped by marketing and communications practice, and how they are impacted by, or alternatively, help drive globalization and digital transformation.