Marketing - Joseph W. Luter, III School of Business - Christopher Newport University

Joseph W. Luter, III School of Business


Today’s marketers must know how to leverage new information, communication and distribution technologies to connect more effectively with customers digitally. Social and mobile media developments are dramatically changing how marketers create and communicate customer value.

The Luter School of Business is one of the few undergraduate institutions nationwide to offer a degree program specializing in cutting-edge direct and interactive marketing. Our program emphasizes the development of integrated marketing communication strategies that support an organization’s mission and strategic business initiatives.

Here you’ll learn how to connect and engage with customers via database marketing, targeting customers with messages that are relevant, timely and highly measurable. This major offers many experiential learning opportunities, enabling you to go beyond theories and strategies to the actual creation and implementation of marketing plans and campaigns for real-world companies.

Sample Courses

Digital media prompts opportunities and challenges for marketers to interact with consumers. Recent advances in communication technology have expanded e-business beyond the web to an interactive, multi-platform, multi-device, digital environment. This course examines recent developments in e-business and considers the broad context of how consumers, technology and marketing impact supply and demand. Particular emphasis is placed on constructing a framework for the strategic deployment of digital media in a consumer products marketing context. Topics include a survey of consumer digital devices, social networking, data surveillance, effective graphic design and techniques in digital media production.

This course will introduce students to theoretical frameworks regarding why and what we buy. Students will develop an understanding of the quantitative and qualitative research tools marketers use to develop consumer insights and make critical marketing decisions. Topics include the development of managerial strategies and the creation of marketing objectives, as well as the creation of consumer communications and the ongoing measurement of campaign success and brand health. Students will have the opportunity to practice various research techniques firsthand, and will work towards applying research findings to develop marketing recommendations.

This course covers all of the aspects involved in designing the most effective and efficient marketing communication program possible to build and maintain customer relationships. Topics include consumer behavior, positioning, offer creation, creative processes (including message development, layout and design, and creative testing), media planning and media selection, promotional budgeting, and return on investment. The emphasis of this course is placed on direct response communication and the design and production of interactive marketing creative materials.

This course is a comprehensive examination of all aspects of the management of marketing. Mainstream marketing management concepts are taught on the premise that marketing is a universal management function with strong strategic elements that are operationalized in different ways in different parts of the world. Supported by a strong conceptual foundation, students’ learning will be directed toward practical applications in interactive marketing. The course uses the case study method to apply concepts to business world settings. Cases will emphasize issues in interactive marketing.

Accessible Undergraduate Catalog
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