Course Descriptions

The 15-unit interactive marketing certificate integrates courses in marketing, database management, social network analysis in addition to a course with an applied project.

COURSE DESCRIPTIONS

Marketing Courses

MKTG 605 MARKETING INTELLIGENCE STRATEGY (3 units)
Focuses on marketing intelligence strategies -- a data driven strategic analysis of the market used to inform the firm's digital strategies. Also explores the role of marketing in creating value for the firm and its stakeholders in the context of a dynamic external environment. Prerequisite: acceptance in the MKGI-MS or IMKG-PBC or approval from program director.

MKTG 710 INTERACTIVE MARKETING (3 units)
Explores the emerging business models, rules, tactics and strategies associated with interactive marketing, including search engine optimization, search ads, email marketing, social media, and mobile marketing. Prerequisites: MKTG 605 and consent of department.

 

MKTG 781 INTERACTIVE MARKETING PROJECT (3 units)
An independent applied project in a content area related to interactive marketing designed to support and enhance the student's ability to apply graduate experience and achieve tangible outcomes. Students work under the supervision of faculty advisers to plan, implement, and evaluate a project for a client as part of a practical, real-world problem-solving experience. Prerequisites: MKTG 710 and consent of department.

MKTG 791 INTERACTIVE MARKETING INTERNSHIP (3 units)
Supervised experience in a field setting which facilitates the application of interactive marketing theory and tools. Prerequisites: MKTG 710 and consent of department.

 

Data Management/Mining Courses

AIT 632 DATABASE MANAGEMENT SYSTEMS (3 units)
Study of database management system fundamentals, data models, design, implementation and processing. Most popular database management systems such as Oracle, SQL Server, and Access are used throughout the course to illustrate design and implementation of real-world database applications and processing. Prerequisite: AIT 610; may be taken concurrently with AIT 610.

COSC 710 SOCIAL NETWORK ANALYSIS (3 units)
Covers the concepts, structures and analysis of large social and information networks. Hands-on techniques will explore how to analyze large-scale social network data, explore social behavior, and apply the techniques to real-world problems. Students will work on cases on actual social network data and present strategic recommendations based on analysis of the data. Prerequisite: COSC 600 or permission of instructor.