Course Descriptions
Marketing
BMK 300
Design for Marketing
3 credits
This course focuses on the role of design in marketing communications with an emphasis on ''brand identity''. Case studies of effective brand identity programs allow students to explore and critique brand expressions including print materials, website, video, and television advertising. Students also will be introduced to basic visual aesthetics and the relevance of good design.
Prerequisite(s): BMK 305
BMK 305
Marketing
3 credits
This course is an introduction to marketing, emphasizing the problems of policy determination by management. The nature and operation of marketing functions, consumer preferences, product planning, promotion, distribution, and pricing are studied. Environmental factors affecting marketing processes are also examined. This is a required marketing course for all business majors.
BMK 306
Principles of Advertising
3 credits
This course studies integrated advertising, promotion, and marketing communications. Areas covered include advertising, management, design and strategies; the selection of media; the role of trade shows, consumer promotions, personal selling and public relations as it relates to marketing, and the impact of internet marketing. This is a marketing elective.
Prerequisite(s): BMK 305
BMK 307
Public Relations
3 credits
This course will introduce students to the basic principles of public relations. Upon completion, the student will understand research, how to develop a public relations plan, and how to evaluate its results. The course will also introduce students to myriad technologies utilized by today's public relations professionals. This is a marketing elective.
Prerequisite(s): BMK 305
BMK 308
Global Marketing
3 credits
This course is designed to facilitate an understanding of global marketing issues. Specific attention will be paid to cultural sensitivity in all facets of the marketing and promotional mixes, marketing research, and market development. This is a marketing elective.
Prerequisite(s): BMK 305
BMK 310
Business to Business Marketing
3 credits
This course examines practices, strategies, and managerial problems unique to marketing and distribution of products and services to industrial and business buyers. Additional factors examined are procurement and sales practices, and cost and price analysis. This is a required marketing course for marketing majors.
Prerequisite(s): BMK 305
BMK 320
Consumer Behavior
3 credits
This course analyzes how psychological variables and social influences affect an individual’s or household’s buying behavior, both domestically and globally. Students learn why and how any purchase situation has an effect on consumer behavior; and they gain an appreciation and understanding of how consumers handle all the behavioral variables and incoming stimuli that affect their problem/need-solving processes. This is a required marketing course for marketing majors. It also is an elective for psychology majors.
Prerequisite(s): BMK 305
BMK 321
Marketing Research
3 credits
This course examines the systematic design, collection, analysis, and reporting of data relevant to the marketing function within the organization. It specifically addresses the growing role that technology plays in predicting consumer behavior, marketing trends, addressing marketing problems, and the development of new products and services. This is a required marketing course for marketing majors.
Prerequisite(s): BMK 305 and MAT 312 (prior to 2016-2017, MAT 308)
BMK 355
Internet Marketing
3 credits
This course investigates how ''brick-and-mortar'' organizations can incorporate the entrepreneurial and management side of internet marketing to create an online presence and increase market share. In addition to textbook and selected course readings, students will be introduced to e-marketing in a computer lab where they will evaluate search engines, construct blogs, web sites, and learn about other viral, e-mail, social, and electronic-internet marketing.
Prerequisite(s): BMK 305
BMK 366
Entrepreneurship
3 credits
The focus of this course is on the critical aspects of starting and maintaining a new business venture. The course takes the student from the point of seeing their new product, service, or idea as a ''concept'' to making it a reality. Important factors relating to financial, legal, economic, management, and especially marketing, are discussed with respect to the new ventures. This is a marketing or business management elective, and previously was listed as BBM 366.
Prerequisite(s): BMK 305
BMK 400
Social Media Marketing
3 credits
This course covers advertising, marketing and communication strategies in the new media landscape where traditional media (e.g., television, print) and the online social media (e.g., Web 2.0, online social networks, user-generated content, blogs, forums) co-exist. Students will investigate the current media landscape and the strategic opportunities (and challenges) that it affords marketers, managers, and consultants who are concerned with how to efficiently and effectively advertise/promote brands and products. Primary focus will be on understanding social media platforms, how to build social media marketing strategies, and how to track their effectiveness.
Prerequisite(s): BMK 305
BMK 410
Integrated Marketing Communications
3 credits
This new marketing elective will emphasize strategy, as well as tactics, from a managerial point of view for an Integrated Marketing Communications (IMC) campaign. It will involve a real-world project centered on promotional activities
Prerequisite(s): BMK 305
BMK 413
Marketing Management
3 credits
This course is the capstone course for marketing majors. Using various classroom techniques (e.g., simulations, case studies, etc.), students investigate approaches and problems of the analysis, planning, implementation, and control functions of a marketing plan in order to achieve desired marketing goals within an organization. This is a required course for marketing majors.
Prerequisite(s): BMK 305, BMK 320, and BMK 321
BMK 471
Mobile Marketing
3 credits
The Mobile and Digital Marketing course at Wilmington University provides students with ways to take advantage of the changing digital landscape. Students will learn how to successfully design, develop, and integrate marketing plans that take advantage of the rapidly growing mobile market. This course is an opportunity to understand how to build and execute social marketing programs on mobile platforms providing a rich experience for students in a changing technical environment. Students will learn how to identify market segments, use analytics to help shape decision making, and the importance of attaining ROI in the marketing planning process. To develop proficiency and expertise, students will learn how to optimize the web for mobile devices, (need parallel) strategies to use social marketing to reach mobile users, and as a capstone, develop an integrated digital marketing communications plan for a small business in the Wilmington University footprint.
Prerequisite(s): BMK 305 and BMK 400
BMK 489
Experiential Learning in Marketing
3 credits
This course provides students with an experiential learning opportunity to engage in project-based learning (approximately 30-hours) within the student's current employment context or through a simulated work experience utilizing scenario-based application assessments that align with the competencies of an entry-level marketing professional. The course provides students with an opportunity to define, analyze and apply marketing theories and models to resolve a complex organizational problem(s) and real-world experiences to strategize marketing related solution and opportunities. This course will also cover phases of career management including preparing for the job market, understanding the job search process, and maximizing effectiveness in career development.Prerequisite(s): BMK305 and BMK400
BMK 490
Marketing Internship
3 credits
This course provides the student with on-the-job experience in any one of the many marketing fields. Students gain practical experience, while enhancing skills learned in the classroom, and acquire important contacts with marketing professionals. This course is graded satisfactory/unsatisfactory. This is a marketing elective.
Prerequisite(s): BMK 305
BMK 491
Marketing Internship
3 credits
The internship is designed as “real-life” work experience in a setting, which allows students to consolidate knowledge, apply skills and techniques, and organize a philosophical framework vital for success in their chosen field. The course is graded Pass/Fail. Students are required to complete a MINIMUM of 120 hours IN a MINIMUM of 15 weeks.
Practical work experience is imperative for college students in gaining employment in their chosen profession upon graduation. The focus of the internship is to gain exposure and skills in the sport management field. Internships have become a standard requirement within the sport management curriculum. Internships have also become the distinguishing factor in recruitment selection amongst new graduates by employers. Companies today have fewer opportunities for entry-level positions; therefore, sport employers today are looking for candidates with experience. The internship program aligns students with middle to senior-level managers that assign them result-based projects that give the student valuable work skills that are required in today’s job market. The skills students will acquire from the internship program will enhance their sport business knowledge and solidify their management skills.
Prerequisite(s): BMK305 and BMK400