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Lasell University
Lasell University

2019 - 2020 Academic Catalog

Marketing Minor

The Marketing minor consists of 18 credits.

prerequisite: ENG102

Course Code Course Title Credits
Minor Courses
BUSS220 Principles of Marketing 3
BUSS322 Marketing Communications 3
BUSS420 Marketing Research 3
BUSS432 Marketing Strategy 3
Choose 2 from the following:
BUSS320 Consumer Behavior 3
BUSS325 Sales Principles 3
BUSS329 New Product Development 3
BUSS341 Social Media Marketing 3
BUSS407 Digital Branding 3
BUSS422 Global Marketing 3
COM208 Public Relations 3
COM221 Advertising 3
FASH310 Digital Marketing 3
INTC202 Data Analytics  3
SMGT302 Sport Marketing 3

BUSS220 - Principles of Marketing

In this course, the fundamentals of marketing are explored for practical application in today's business environment. The process of creating value for customers by utilizing the tools of marketing -- market segmentation, targeting and positioning, marketing research and communications, product development, channels of distribution, and pricing -- are explored with a project-based, interactive approach. Additionally, there is a service learning component included in this course that enables students to further apply the course concepts while working to advance a participating non-profit organization. Prerequisites: BUSS101, HEM101, HEM102, FASH101, or SMGT102 AND ENG102 OR WRT102.

BUSS322 - Marketing Communications

This course focuses on a broad view of advertising dealing with planning, creation, and execution in relation to the marketing cycle. Topics include: organization and operation of the advertising agency; publicity; public relations; behavioral sciences as applied to advertising; budgeting; and planning. Prerequisite: BUSS220

BUSS420 - Marketing Research

Students in this course will examine the process and tools involved in collecting, coding, and analyzing data. The course further integrates the application of computer software in compiling and interpreting statistical data in relation to marketing decisions, such as those related to market segmentation and distribution. Prerequisites: BUSS220 and MATH208

BUSS432 - Marketing Strategy

This course is designed to facilitate the formulation and implementation of marketing strategy. The course builds upon topics and concepts covered in more junior marketing courses. As part of the learning experience, students will engage in a simulation program with teams taking charge of a company within a competitive environment. Prerequisite: BUSS220 with a grade of C or better

BUSS320 - Consumer Behavior

This course examines the behavior of individuals and markets in relation to the purchase decision, including post-purchase evaluation and con­sumption. A behavioral science approach is taken. Prerequisite: BUSS220

BUSS325 - Sales Principles

Students in this course will analyze salesmanship in modern business with emphasis placed on the principles and techniques of individual selling styles in both retail and wholesale markets. Topics covered include: dramatization of the sale presentation; the selling role; buyer characteristics and motivations; modern sales practices; corporate sales planning; sales-force policies; time and territory management; forecasting, budgeting; and expense control. Prerequisite: BUSS220

BUSS329 - New Product Development

New products and services are crucial to successful growth and increased profits in many industries. A major goal of this course is to help students learn to use an analytic decision-making approach in developing and marketing new products and services that meet customer needs in the consumer, industrial, and service settings. At the end of the course, the student should understand the role of decision models in analytic marketing decision-making; be able to follow the basic steps in opportunity identification, design, testing, and implementation; and know how to read and interpret new product and service market research. Prerequisite: BUSS220

BUSS341 - Social Media Marketing

This course takes an in-depth look at social networks, social media platforms and online advertising to offer students an advantage in many positions involving marketing, consulting and brand management, both on the buyer and seller side of social media. Students with an interest in entrepreneurship will also find the course useful as new businesses often rely on social media marketing. The course covers a number of topics including the differences and interaction between traditional and social media; two-sided markets and social media platforms (including verticals such as gaming, shopping and entertainment); basic theory of social networks online and offline (graph theory, sociology, information diffusion); consumer behavior and digital media; social media analytics and monitoring; brand strategies on social media; best marketing practices for paid and unpaid social media; and B2B marketing and social media. Additionally, students will have the opportunity to become Hubspot certified. Prerequisite: BUSS220

BUSS407 - Digital Branding

The art of good branding requires a meaningful promise, strong values and a consistent experience. As business is driven from traditional to digitally-driven models, brands must adapt and consider how they best respond without abandoning core principles. Students in Digital Branding will learn best practices on how companies translate brand tenets to a digitally-driven world, focusing on the online experience, social media and mobile platforms. In a team, project-based approach, students will also have the opportunity to apply best practices to develop digital branding strategies for those companies who may be falling behind. Prerequisite: BUSS220, COM221 or FASH310

BUSS422 - Global Marketing

The complexity of operating in the global marketplace makes many demands on the marketer. The globalization of marketing takes place after the company has international experience in multiple markets. The three fundamental areas of corporate globalization are covered in this course: (1) integrate sourcing, production, and marketing; (2) allocate resources to achieve a balanced portfolio and growth; and (3) coordinate marketing activities across countries and regions. Importing, exporting, and licensing considerations are also explored. Prerequisite: BUSS220 with a grade of C or better.

COM208 - Public Relations

In this course, students explore the evolution, theoretical basis for, and practice of professional Public Relations. Students review the history and current practices of Public Relations and examine the differences between: PR and advertising; press relations and public affairs; promotions and news events; marketing and media placements. Students gain insights into the Public Relations function for corporations, high tech companies, government agencies, politics, education, the entertainment industry, sports, and non-profit institutions. Lectures, case studies, readings, group work, guest speakers, and class discussions focus on techniques useful in such areas as local and national publicity, special events, and community and government relations for organizations. Prerequisite: COM 101.

COM221 - Advertising

This course introduces students to the field of advertising, including the role of promotional elements (advertising, direct mail, promotion, etc.) found in an advertising agency or in the communication program of an organization. In this course, students learn that advertising is more than just ads on television, on a web page or in print. Advertising is a process that starts with research and moves through analysis, planning, action, and evaluation. The development of an effective advertising strategy requires an understanding of overall communication processes and theoretical principles, how organizations organize and brand themselves for advertising and other promotional functions, consumer behavior, and how to set goals and objectives. A cooperative learning project requires students to engage in the kind of strategic thinking, planning and execution that is done by advertisers, researchers, media planners, and copywriters. The course also addresses how the advertising industry is regulated and how key social issues and various consumer constituencies can present problems for advertising professionals. Prerequisite: COM 101.

FASH310 - Digital Marketing

Digital Marketing is a comprehensive course that concentrates on marketing within the virtual world. With a strong focus on the operational and functional aspects of this dynamic subject, the course will review tactical advice and real life examples. The course will cover key topics such as search engine optimization and marketing, retargeting, social media marketing, email marketing, lead generation and calls to action, online experiential marketing and consumer behavior in the virtual world. Students will also be introduced to the history of the internet and fundamentals of an effective digital presence. Students will discuss digital business models and learn the basics of app and website functionality and cross channel promotions. Developing strategies to create apps, websites, and virtual or augmented reality customer experiences will offer a contemporary and visionary opportunity. Integrating skills obtained in FASH207- Digital Tools, students will be fully immersed in the creation of their own fashion digital shopping channels. Prerequisite:FASH105,FASH207 & FASH211 or FASH218

INTC202 - Data Analytics 

This course provides the conceptual and technical foundations of various aspects of Big Data Analytics. The purpose is to help students acquire foundation skills in Big Data – which can be used to further their specialization in a niche within Big Data. Upon completion of the course students should be able to:•Understand what is Big Data, Cloud Computing and NoSQL Databases.•Various components and architecture of Big Data Analytics.•Different types of Analytics: Text, Descriptive, Predictive and Prescriptive.•How Big Data Analytics is used in different contexts.•Using Analytics and Dashboards to present Actionable Insights.Prerequisite: MATH208

SMGT302 - Sport Marketing

This course explores sport as a product, its consumer markets, and sports products markets. It examines the processes of sport marketing, research, information management, identification of target markets, and the development of a sport marketing mix and strategies. Prerequisites: SMGT 102, BUSS 220.