COURSE CURRICULUM

This set of courses offers a comprehensive curriculum designed to equip students with practical and theoretical skills essential for a successful career in marketing and business analytics. BUSS901 focuses on applied business research and communication skills, helping students develop the ability to conduct research and effectively communicate findings in a business context. BSYS847 introduces business analytics with an emphasis on understanding and visualizing data, a critical skill in today’s data-driven marketing environment.The marketing-specific courses cover a broad spectrum of topics. MKTG860 explores foundational marketing concepts and tactics, providing a solid base for strategic thinking. MKTG861 delves into market intelligence, teaching students how to gather and analyze information about market trends and consumer behavior. MKTG864 covers digital marketing architecture, focusing on building and managing digital marketing strategies and platforms. MKTG866 addresses marketing for disruption, preparing students to navigate and lead in rapidly changing market environments.Brand development and creative processes are central to MKTG867 and MKTG868, which focus on brand identity and creative ideation, respectively. These courses encourage innovative thinking and the creation of strong brand narratives. MKTG869 emphasizes strategic digital marketing, integrating digital tools and strategies to meet organizational goals in a competitive landscape. Finally, MKTG996 is an applied marketing project worth 45 points, providing hands-on experience where students apply their knowledge to real-world marketing challenges, consolidating their learning through practical implementation.Together, these courses develop a well-rounded skill set that blends analytical capabilities, strategic insight, creativity, and practical experience, preparing students to excel in diverse marketing roles in both traditional and digital environments.