Wencheng Joseph Chang, PhD

An introduction to the principles and practices of contemporary marketing, including analyzing the marketing environment, understanding consumer behavior, identifying and targeting market segments, and development of the marketing mix. Emphasis is placed on applying marketing concepts to real-world business decision-making through a collaborative marketing project and team-based problem solving.

A capstone course that integrates marketing and business principles learned in prior courses. Being decision-oriented and analytical it sets forth a definite way of surveying current developments in marketing practice, with the advantage of allowing the student freedom, via the case approach, in his or her choice of executive action. Students are required to complete a marketing plan.

This course provides an introduction to the principles and applications of marketing research in contemporary business environments. Students learn how to define marketing problems, design research studies, collect and analyze data, and communicate actionable insights for managerial decision-making. The course covers both qualitative and quantitative research methods, survey design, sampling, questionnaire development, and statistical analysis with user-friendly statistical software. Emphasis is placed on data-driven decision-making, consumer insights, digital research tools, ethics in marketing research, and the growing role of artificial intelligence and analytics in contemporary marketing practice.

Impact of digital and interactive communication technologies on the world of marketing and marketing communications, today and projected for the future. By developing strategies for digital and interactive media, and putting those strategies to work in marketing programs. Emphasis on the collection, analysis and dissemination of information. The impact of AI and ML on marketing will also be covered.  Students will be required to take the Certified Digital Marketing Professional exam at the end of class to be awarded the Certified Digital Marketing Professional Certification.