Course Search Results

  • MKTG 4510: Advertising Management

    3.00 Credits
    University of Utah

    In this class, students develop and present a one-year, integrated advertising plan for a client. Two student agencies (teams) compete in pitching to each client. The winning agency then presents to advertising executives representing two of four Utah advertising agencies. Agency representatives choose a final, winning agency. Among other skills, the course teaches students to apply advertising theory and strategy, establish good client-agency relationships, and deal with production suppliers and media organizations. Prerequisites: 'C-' or better in ((BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR MKTG 3041) AND Intermediate or Full Major or Minor status in the School of Business) OR Full Major status in Design
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  • MKTG 4520: Advertising Creative

    3.00 Credits
    University of Utah

    At some point in their careers, virtually all marketing students will be part of executing, selecting, or directing the creative work of agencies. This is an in-depth course in unlocking the mystery of the creative process behind great advertising messages, executions, and the power of storytelling. The course includes hands-on experience in developing advertising ideas. It also features real-world mentors and highly experienced guest speakers--such as the former Worldwide Advertising Director of American Airlines, along with the current Executive Creative Directors at McCann Worldgroup, the world's largest ad agency. In addition, students will work with creatives from the ADTHING at the U, the University's ad agency staffed by students, run by pros. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR MKTG 3041) AND Intermediate or Full Major or Minor status in the School of Business
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  • MKTG 4530: AdThing Experience

    1.00 Credits
    University of Utah

    Requires admission to the AdThing Experience and approval of the AdThing Director. Students may participate in the AdThing for a maximum of three semesters for credit as desired on a non-credit basis, subject to approval from the AdThing Director. Students participating in three semesters of the AdThing Experience may use these three credits to satisfy ONE of the course requirements for the elective component of the marketing major. Students may not count both the AdThing Experience and MKTG 4880 Marketing Internship toward the elective requirement for the marketing major. Prerequisites: Department Consent.
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  • MKTG 4531: MBC Marketing Agency

    1.00 Credits
    University of Utah

    Requires admission to the MBC Marketing Agency and approval of the MBC Marketing Agency Director. Students may participate in the MBC Marketing Agency for a maximum of three semesters for credit, and as desired on a non-credit basis, subject to approval from the MBC Marketing Agency Director. Students participating in three semesters of the MBC Marketing Agency may use these three credits to satisfy ONE of the course requirements for the elective component of the marketing major. Students may not count both the MBC Marketing Agency and MKTG 4880 Marketing Internship toward the elective requirement for the marketing major. Prerequisites: Department Consent
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  • MKTG 4600: Marketing Analytics

    3.00 Credits
    University of Utah

    This course in data-based decision making; it examines how data and analytics can be used to improve marketing decisions. Students learn how to use Excel and the Marketing Engineering add-in to build predictive models in order to help make decisions about market segmentation and target market selection; new product and service design; product positioning; pricing; and allocation or marketing mix expenditures. Specifically, the course will cover: conjoint analysis, logit models, Multidimensional Scaling (MDS), and marketing mix response models. Prerequisites: 'C-' or better in ((BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR MKTG 3041) AND Intermediate or Full Major or Minor status in the School of Business OR Full Major status in QAMO)
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  • MKTG 4620: Machine Learning Mktg.

    3.00 Credits
    University of Utah

    This course enhances understanding of the role machine learning plays in improving marketing communications and decisions. It delves into key issues, theories, strategies, and tactics, offering an integrated marketing perspective. Analytical skills are discussed, concerning the planning, implementation, and evaluation of elements in the marketing mix, such as advertising, segmentation, product development, sales promotions, and public relations. Machine learning stands as a strategic asset at the intersection of business and technology. As companies worldwide collect vast amounts of data, machine learning techniques can analyze this information to predict outcomes and guide decision-making. This course emphasizes that the strategic use of data is a business challenge, not just a technological or data science problem. Acquiring machine learning knowledge can enhance strategic functions, create operational efficiencies, build new business models, strengthen competitive advantage, and foster innovation. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR MKTG 3041)
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  • MKTG 4640: Mktg Text Analytics

    3.00 Credits
    University of Utah

    This course provides an overview of the ways in which text analytic tools are applied to extract critical information from emails, tweets, blogs, customer reviews, and other unstructured data. The course focuses on a variety of different analytical techniques and algorithms and how they are applied in the marketing world to support better decision making. Applications of text analytics considered include sentiment analysis of discussion boards/blogs/tweets/reviews, the creation of consumer perceptual maps and segments, competitive intelligence, search engine optimization, and the analysis of open-ended survey responses. Students will gain direct experience using text analytics models and techniques and enhance their ability to solve complex marketing problems in an ill-structured environment. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR MKTG 3041)
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  • MKTG 4650: Fair Algorithms

    1.50 - 3.00 Credits
    University of Utah

    Algorithms are used ubiquitously in business decisions in finance, marketing, operations, human resources, and other areas. While algorithms are efficient, they are not always equitable. This course examines the development of fair algorithms. Students will understand the integration of machine learning algorithms in business decisions; sources that influence their fairness; tools to evaluate fairness (in data collection, pre-processing, in-processing, and post-processing stages); fairness metrics for various business decisions; and the use of explainable and interpretable algorithms for business decisions that require transparency. The pros and cons of using glass-box versus black-box algorithms will be covered along with technical, business, social, legal, and ethical ramifications. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR MKTG 3041) AND (Full Major or Minor status in the School of Business)
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  • MKTG 4700: Entrepreneurial Mktg

    3.00 Credits
    University of Utah

    The purpose of this hands-on course is to arm you (as an entrepreneur or marketer) with value-driven entrepreneurial marketing tools and best practices to generate revenue and profit for a business. Through adaptive learning readings, class lectures/discussions, guest speakers, simulation, discussion boards, quizzes, and fresh case studies from both big companies and start-ups we will learn the theory and framework of marketing and brand-building. This will arm you with a toolkit to apply these marketing strategies across a range of categories and industries in startups as well as bigger companies. Key topics include: Strategic planning, SWOT, segmentation, targeting, brand positioning, the 4P's of marketing, brand-building frameworks and brand equity pyramids, marketing strategy, and marketing plans, including marketing mix choices within these plans. Finally, as part of tying it all together, you will do a real-world final project that will integrate the semester learning. Prerequisites: 'C-' or better in (MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR BCOR 3040) AND Intermediate or Full Major or Minor status in the School of Business OR Full Major status in QAMO
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  • MKTG 4720: Personal Selling

    3.00 Credits
    University of Utah

    This course provides a comprehensive treatment of the significant accumulated knowledge about selling. The basic objectives, concepts, and tools required to be an effective salesperson are covered. Laboratories are scheduled to provide detailed feedback on sales presentations and performance so that students can maximize their improvement. consult the current class schedule for information on the special laboratory fee. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR MKTG 3041) AND Intermediate or Full Major or Minor status in the School of Business
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