The goal of the Marketing Management curriculum is to meet a variety of student needs, including courses that introduce the field of marketing, as well as career program courses concerned with preparation for entry level positions, upgrading skills needed in current jobs, making career changes, or acquiring specialized knowledge for small business ownership. Oakton offers an A.A.S. Degree in Marketing Management and two certificates. The A.A.S. affords the broadest range of preparation for career positions in professional selling, research, advertising, customer service, public relations, retail merchandising, new product development, brand management, channel management, nonprofit marketing and e-business.
Certificates offer opportunities for students to become more diversified in meeting current needs, gaining new credentials quickly, adding salable skills, and building on previously obtained business knowledge. The marketing courses required to earn certificates may also be applied to the associate degree. Certificates offered include Marketing Management and Marketing Communications. To earn a certificate, all MKT courses must be completed with a minimum grade of C.
Course surveys case studies on how Radio Frequency Identification (RFID) has been used in the supply chain. Examples from the retail, pharmaceutical, defense, manufacturing and logistic industries will discuss how companies have gained competitive advantages by implementing this new technology. Topics emphasize impact upon business processes, security of transmitted data and financial analyses.
Course explores the nature and role of creativity in organizations using theories and methods of creative thinking linking creativity and innovation. Topics include techniques, simulations, and case studies to develop the creative process. Students will design a "tool box" with which creativity can be managed to promote innovation and enhance organizational effectiveness, along with individual creativity.
Course studies full meaning of the marketing concept. Content includes discovering consumer needs and wants; translating needs and wants into products and services; creating demand for these products and services and then expanding this demand; developing and analyzing marketing plans.
Course concentrates on practical knowledge to assist in development of strategic planning. Content includes fund raising, finding suitable donors, attracting volunteers; developing a market and promotional plan. Content includes mini workshops to improve public relations skills; direct marketing, advertising, evaluating fund raising opportunities and grant writing. Intended for volunteers and executives involved in a nonprofit organization.
Course offers in-depth exposure to the funding skills for the nonprofit organization. Content includes how nonprofits secure financial resources to further their missions from individuals, foundations and government sources; how managers and development professionals of nonprofits generate funding through grant writing, annual giving programs, major gift cultivation, planned giving programs, and special events and benefits.
Course examines successful business models in the sports industry. Content includes analyzing, planning, implementing strategies within sports organizations through development of marketing and promotional plans.
Course focuses on the skills and strategies that lead to successful implementation of excellent customer service as a competitive edge in today’s changing business arena. Changes in the marketplace such as global influences, multicultural issues, and effective communication are examined. Emphasis is placed on developing and maintaining a comprehensive customer service strategy to maximize stakeholder satisfaction and profitability.
Course deals with the actual process of selling a product. Content includes principles and techniques used in prospecting, approaching, demonstrating, meeting objection and closing a sale; attitudes and attributes which successful sales personnel develop. Sales presentations given by students.
Course studies various aspects of e-Business. Content includes decisions such as product selection, distribution, pricing, shipping, warranty, insurance, legal issues, privacy and infrastructure of doing business on line. Students develop business plan for e-Commerce operation.
Course introduces the role of advertising. Content includes integrated marketing communications, consumer behavior, creative strategies, and types of media. Practical applications integrated into course.
Course reviews and analyzes areas of consumer and organizational buying behavior that guide marketing management decisions. Content focus is on recognizing and applying consumer behavior theories to marketing strategies in a diverse marketplace.
Course examines theory and skills necessary to design and analyze a market research project. Content focus is on practical uses of marketing research rather than heavy statistical analysis; interviewing and questionnaire design; data analysis; product and concept testing; protesting and tracking advertising. Students involved in actual marketing research project.
Course introduces principles of public relations. Content includes practices, theories, ethics, issues, and problems, as well as integration of practical applications.
Course presents advanced perspectives of Public Relations. Content includes applying techniques learned in Public Relations I; combining marketing fundamentals with PR principles to acquire sponsorship, organize and promote a special event, use the Internet, and handle crisis communication. Focus is on the expanded role of today’s PR professional, including various components of integrated marketing.
Course involves case study approach to understanding public relations management. Content includes examining how a variety of companies have dealt with public relations issues.
Course involves case study and problem solving approach to making marketing decisions. Content focuses on all elements in the development of marketing strategy: marketing development; product planning; marketing channels; pricing, advertising, and promotion.
Course examines customer relationship management (CRM) Content includes the customer driven, market-based practices that enable a business to attract, satisfy and retain customers profitably. Focus is on developing programs that cultivate customer relationships, and brand and product loyalty.
Course offers opportunity to earn credit in directed marketing experience within an approved business or industrial firm. Arrangements and credit given worked out in conjunction with the Program Chair.
Course introduces crisis management from a public relations perspective. Content includes examination of the types of crises encountered; potential impact on the organization and its stakeholders; and strategies for prevention, management and recovery.
Course focuses on the skills necessary to design, implement, and manage spectacular special events, either as stand-alone or within the context of other meetings. Topics include the planning and marketing of special events from concept to conclusion, including catering and menu design, selecting distinctive venues and entertainment (e.g., celebrities and nationally recognized speakers such as former political leaders), and working with outside vendors to incorporate sound and special effects (lasers, pyrotechnics, etc.).
Course concentrates on fine tuning existing selling skills. Content includes current selling strategies developed by today’s top sales trainers such as Zig Zigler and Tom Hopkins and others; extensive use of videotaping.
Course provides the basic tools to successfully plan and manage local, national, and international meetings and conferences. Course information assists the student in understanding the basic competencies tested in the ISES Certified Special Events Professional (CSEP) and Certified Meeting Professional (CMP) examinations.
Course examines progress, potential and impact of the Internet, World Wide Web, and other forms of computing and telecommunications technology for online marketing of goods and service across a wide range of product categories. Content includes investigation of the Internet as a business tool to increase effectiveness, efficiency, competitiveness, and to create new business models. Students research current methods of online marketing, and then develop a site with marketing and maintenance plan for further development of business models and segments.
Course studies effects of advertising on the consumer. Content includes advertising, sales promotion, direct marketing and public relations. Students use flow of communication to develop an integrated marketing program.
Course emphasizes importance of brand identity in the integrated marketing communications strategy. Content includes how to build a “valueadded” brand in today’s competitive market place; use of name, logo and corporate identity to create and market brand equity for a company. Students develop a brand building advertising plan incorporating traditional and new digital technologies.
Course introduces a variety of social media and Web 2.0 concepts and tools from a business/ marketing perspective, including social networks, blogs, wikis, podcasts, and more. With an understanding of the tools, students will learn how to leverage them in order to support their business or career.
Course meets special interest needs of marketing student sand local business organizations. Special topics will be offered for variable credit from one to three semester credit hours. Students may repeat MKT 290 up to three times on different topics for a maximum of nine semester credit hours. Prerequisite may vary by topic.