B.A. in Business - Marketing Methods

B.A. in Business - Marketing Methods

The new concentration in Marketing Methods extends underlying principles taught in marketing major courses, emphasizing different strategies and tactics necessary to effectively conduct marketing communications. This innovative concentration allows students to create and execute influential messaging to target markets in a variety of forums.

Marketing Methods Course Sampling

Consumer Behavior – Considers the rational and irrational influences on buy decisions taken by consumers. Explores individual influences of cognition, conditioning, and affect, as well as the more general influences of generation, demographics and environment with respect to their use in advertising, merchandising, promotions and sales. Holistic Brand Management – Requires students to create a services-related brand campaign by establishing and building customer awareness, interest and loyalty; crafting internal and external messaging across and on behalf of the organization; and assembling and proposing various marketing collateral and media campaigns. Public Relations Strategy and Tactics – Focuses on strategies and tactics that involve effectively “pitching” and tailoring stories, publicly sharing financial and other results, gaining publicity for an event, facilitating appropriate communication during times of crisis, working with external publicists and promoting news through innovative techniques beyond traditional media channels such as social media. Relationship Marketing – Provides students with the opportunity to create an operational culture, structure and process to encourage and facilitate organic and ongoing bonds between customers and company representatives in both business-to-business and business-to-consumer environments. Competitive Intelligence – Students study a particular industry in depth, defining, gathering and analyzing data and information about the state and future of the overall competitive environment, as well as regarding the specifics of individual competitors and then make recommendations from the perspective of a new market entrant. Marketing Technologies – Investigates how to consider, leverage and manipulate relevant technologies to marketing advantage. Socially Responsible Marketing – Students analyze financially successful firms that also make social responsibility a genuine priority and then apply what they learn to create a cause-based marketing proposal for a firm of interest. Business Development – Focuses on developing best practices for account management and creating a plan for account rounding and expansion that appropriately leverages and involves those responsible for sales, marketing, product management and development, and other areas. Special Topics in Marketing – At the discretion of the School of Business Dean, presents timely topics such as cross-cultural marketing challenges and opportunities, legal and ethical standards in public affairs, international media practice and more. Students may propose topics to the Dean for consideration.

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Kendall College Mission

Kendall College cultivates students’ passions into rewarding professions through rigorous learning experiences in the classroom, local communities, and the world.

Kendall Focus:

• Commitment to preparing professionals who contribute to the vibrancy of their communities.
• The inspiration of students’ creativity, responsible global citizenship, and environmental and social stewardship.
• Campus-wide dedication to diversity through curriculum and access.
• Supportive, student-centered environment focused on academic excellence.
• Comprehensive assessment of institutional effectiveness, student learning, and graduate success.

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In 2005, Kendall College relocated from the near suburbs to our current location along the Chicago River at Goose Island. The campus is a reclaimed, 100-year-old factory building, most recently home to a Sara Lee research facility.

Affiliations

Kendall College is a subsidiary of Laureate International Universities, a global network of more than 60 accredited campus-based and online universities offering undergraduate and graduate degree programs to more than 740,000 students around the world. Our students are part of an international, academic community that spans 29 countries throughout North America, Latin America, Europe and Asia.Through this partnership, we are able to offer students unprecedented access to global education, internships and professional opportunities.