B.S. Marketing Program Information

This course prepares students to be successful lifelong learners both academically and in their chosen careers. Franklin courses require a high level of self-directed learning and focus on the skills required in the workplace and the classroom that are easily transferrable between the two environments. The course includes strategies for time management, goal setting, reading comprehension, and advancing communication skills, including the use of electronic tools to participate in virtual environments.

This course prepares students to be successful lifelong learners both academically and in their chosen careers. Franklin courses require a high level of self-directed learning and focus on the skills required in the workplace and the classroom that are easily transferable between the two environments. The course includes strategies for advancing communication skills, including the use of electronic tools to participate in virtual environments. The assignments and activities in the course are created to closely simulate teamwork found in the workplace.

By using applied critical and creative thinking, students in this course will develop a set of communication skills that will enhance their personal and professional relationships and endeavors. This course will focus on skill development in key areas such as self, perception, listening, verbal messages, conversations, relationships, conflict management, persuasion, and presentation skills.

This basic public-speaking course intends to improve the student's ability to think critically and to communicate orally. Theory and practice are provided in various speaking situations. Each student is required to speak before an audience, but class work also involves reading, gathering and organizing information, writing, and listening.

This is an advanced composition course focusing on writing for business and professional purposes. Students will review the writing conventions commonly expected within business and professional environments, as well as strategies for analyzing rhetorical situations within those environments. Coursework includes analysis, revision, and research exercises, as well as substantial practice in composing business correspondence. The final project is an extensive, researched business proposal developed in stages and presented to the class. Students will be encouraged to relate course materials to their major programs and workplace experiences.

This course is an introduction to financial and managerial accounting. It is designed for non-accounting majors. Financial accounting emphasizes how general purpose financial statements communicate information about the business's performance and position for users external to management. It emphasizes how the accountant processes and presents the information. The course also examines the major elements of the financial statements. The managerial accounting portion of the course studies internal reporting and decision-making. The course assists those who wish to learn "what the numbers mean" in a clear, concise and conceptual manner without focusing on the mechanical aspects of the accounting process.

A study of the everyday legal problems encountered in business with emphasis on the areas of legal procedure, contracts, agency, employment law, business organizations and torts, with cases relating to these and other areas.

An introduction to economic theory involving the examination of how decision making by firms and individuals is shaped by economic forces. Emphasis is placed on demand, supply, market equilibrium analysis, and basic market structure models. The invisible hand as the driving force for economic decisions as well as market externalities are discussed. The class concentrates on providing a balanced approach to studying economic agents' behavior and the global implications and outcomes.

This course is designed to survey the field of finance and provide the foundation for more advanced finance coursework. Topics include sources of business and financial information, financial statement analysis, the time value of money, the nature and measurement of risk, financial institutions, investments and corporate finance.

This course explores the basic concepts and processes of management. Students will explore the functional roles and processes of planning, leading, organizing, and controlling comprising the manager role. Students develop skills related to the manager function that are required in today's competitive environment.

Theory, strategies and methods are foundational to the informed practice of marketing. Students investigate the importance of marketing to an organization or cause, the interrelationship of the difference phases of marketing, the marketing of goods versus services, analysis and identification of markets, pricing strategies and digital marketing tactics.

A study of fundamental principles and practices of advertising that emphasizes the development of a creative strategy and the decision-making process for the recommendation, implementation, and evaluation of a promotional campaign in support of the organization's strategy.

Marketing activities ? advertising, product development, distribution, pricing, and strategy ? aim to influence consumers to buy our goods, engage our services, support our cause, or vote for our candidate. An understanding of the drivers of consumer behavior is essential for the successful development and sales of goods and services. If we understand consumer behavior, we can begin to predict consumer behavior under differing conditions. And if we can predict consumer behavior, we can modify conditions to influence that behavior. In this project-based course, you will apply consumer behavior concepts, principles, and theories - primarily derived from the social sciences fields - to influence the acquisition, consumption, and disposition of products, services, and ideas.

Students develop an understanding of the theories and techniques of planning, conducting, analyzing and presenting market studies. Students will study different methodologies with emphasis on primary research including questionnaire design.

Students investigate and evaluate various digital marketing and communication strategies and tactics. An emphasis is placed on critical evaluation skills, as well as social media, search marketing, websites, email, and the evaluation of digital marketing initiatives. Students create a full digital marketing plan for a real-world company.

This course serves as the capstone for the marketing academic area as well as a bridge to the marketing profession. Three major components comprise the course: the analysis of a contemporary marketing case, evaluation of alternative marketing strategies and the preparation of a comprehensive marketing plan for a client. Note, this course has proctored exam(s).

In this course, students will explore and experience the techniques for integrating Social media marketing as an integral component of a robust digital marketing campaign. Through an investigation of tools which include Internet forums, message boards, blogs, wikis, podcasts, picture sharing, video sharing, and social networking, students will have the opportunity to create and present a written plan for achieving business goals through the use of a social media marketing campaign. Also, by actively engaging in a hands-on simulation, the student will see the results of their social media marketing decisions.

This course provides qualified students with an opportunity to receive academic credit for supervised professional training and experience in an actual work environment. This Internship is an ongoing seminar between the student, the faculty member and the employment supervisor. It involves an Internship Application and Learning Agreement, periodic meetings with the faculty representative, professional experience at a level equivalent to other senior-level courses and submission of material as established in the Internship Application and Learning Agreement. Participation cannot be guaranteed for all applicants.

In this course, students will learn the components of search engine optimization and evaluate the processes that bring websites to the top. Students will also learn how to choose the best keywords and phrases to target and how to monitor and maintain successful search engine rankings for those keywords.

In this course students will explore the process of analyzing the Internet Data that is obtained from Google Analytics. Marketers want to know if their websites are attracting visitors and whether or not their investment is paying off. With web analytics, you can identify website trends. You will also understand how visitors interact with your website. You can identify the navigational paths or problems that prevent visitors from completing their conversion goals. By segmenting visitors, you can also find out how profitable your search marketing campaigns are across search engines.

International markets are becoming ever-more interconnected. Meanwhile, the US population is becoming more culturally diverse. In this course, you will explore the dynamics of global markets, culture, and sub-culture and gain practical insights into analyzing consumer behavior across diverse cultural contexts ? both foreign and domestic. You will assess adaptable marketing strategies, tailor communications to resonate with varied audiences and draft brand localization plans. This course will equip you with the essential skills needed to successfully navigate the complexities of international and cross-cultural marketing.

A variable content classroom course in Marketing in which students pursue topics or subjects of current interest that are not part of the regular curriculum. A specific course description will be published online in the Course Schedule for the trimester the course is offered.

This course starts with principles of good design relevant for print and ends with active learning through the prepress creation of professional communication items like fliers, posters, and brochures. It includes digital prepress techniques and orientation to software used by industry practitioners for layouts. Please note that access to the Adobe Creative Cloud version of InDesign is required for this course.

This course is an introduction to the use of Open Source Content Management Systems (CMS) for creating Web sites. It will provide students with the basic knowledge required to design, build, and maintain an informational Web site.

This course teaches the theories and practices of typography, headline writing, visual design principles, and layout for professional communication in traditional and new media formats. Practice in content selection and editing is also included.

In this course students will explore the fundamental principles and creative process of graphic design. An emphasis is placed on visual problem solving skills and the creative and aesthetic aspects of traditional graphic design. The course also explores the implications of traditional graphic design in a digital format. NOTE: This is a technology course, in a technology program, and it requires the purchase of software that may be used in subsequent courses as well as being suitable for commercial work beyond completion of degree studies. For specific software requirements, consult the course syllabus.

In this course, a strong focus is placed on preparing students to effectively communicate ideas and information to business and consumer audiences through graphic design. Students will learn to apply these principles using traditional methods supported by computer technology.

This course explores motion graphic design using Adobe After Effects. The focus will be on creating video that can be used in interactive media projects, web sites, and social media contexts. The course examines common practices and methods of creating professional quality media using current technologies. Students work individually and in teams to design, develop, and implement digital media for projects.

This upper-level Interactive Media Design course provides practical application and experience in the creation of digitally mediated communication for advertising purposes. The course provides students with the knowledge and experience to design interactive media used in advertising to satisfy marketing objectives. The course provides hands-on experience conducting a needs analysis, followed by the design of a suitable advertising innovation, and ending with the implementation of a solution. Students utilize computer software and technology to present text, graphics, video, audio, and animation in an integrated way to produce interactive marketing materials.

A course in the technique of establishing and maintaining public relations with an examination of the public relations functions of some of the large concerns. Exercises in practical application of public relations techniques are included.

In this course students will research, develop, and implement persuasive public relations campaign strategies appropriate to corporate, governmental, and/or not-for-profit organizations. This advanced course is designed for professionals who require specialized skills in public relations and promotional communication.

This course provides students with instruction in graphic and image editing software that is widely used in the photography and graphic design fields. The hands-on projects will use image editing tools, selections, layers, color adjustments, local and global tonal adjustments, shapes, and filters to enable students to be able to understand current postproduction techniques for both photography and graphic design applications. These skill sets are basic digital literacy skills for today?s creative workers, and this will be a necessary support for GRPH 210 and GRPH 317.