¶¶Ňőapp

All courses are 3 credits unless otherwise noted.
Please see the Schedule of Classes for the current semester’s offerings.

MAR 1001 Principles of Marketing
An introduction to the basic concepts of market definition, consumer behavior, and the principal marketing functions: product line development, pricing, distribution, promotion, sales-force management, advertising, research, and planning. Cases and examples are utilized to develop problem-solving abilities and provide students with a glimpse into the Marketing world. Prerequisite: IDS 1001.

MAR 2320 Email Marketing
This course will teach students the solutions they need to create effective and responsible email marketing efforts. Students will learn email marketing automation, streamlining customer lifecycle with lead generation and nurturing strategies and understand technical features and capabilities of email marketing campaigns to achieve marketing goals. Prerequisite: MAR 1001.

MAR 2225: Reimagining Marketing with Emerging Technologies
An explosion in technological innovations together with data deluge are driving constant, and unpredictable changes in the business landscape and revolutionizing the marketing function. This course is designed to help students navigate the dynamic, complex and ambiguous business environment by leveraging emerging technologies (AI, Blockchain/Web3, Metaverse, IOT, and more) to reach and engage consumers in new and impactful ways, create sustainable competitive advantage and build brands of the future. Prerequisite(s): MAR 1001

MAR 2330 Digital Direct Marketing
This course is designed to help the student understand the historical foundations of direct marketing, explores the present and future transformation of marketing relative to the explosion of digital marketing formats, and details the constant and consistent use of data to drive marketing strategies and activities. The course covers all major direct marketing media: direct mail, broadcast, print, catalog. Prerequisite: MAR 1001.

MAR 2340 Introduction to Search Marketing (SEO, SMO and more)
This course is designed to help the student understand how the search advertising eco system works from marketers’ perspective. The students will gain relevant knowledge, terminology and practical skills required for him or her to understand search marketing strategies used by businesses to grow revenue. In addition, the course will touch on web analytics, tracking mechanisms, automated advertising, attribution of marketing dollars in search, website page optimizations and more. Prerequisite: MAR 1001.

MAR 2350 Customer Experience: Journey Mapping
From customer segmentation to persona and customer journey development, organizations are leveraging customer insights to build competitive advantage through more thoughtful customer engagement. The course will equip the student with the relevant knowledge, perspectives, and practical skills required to understand fundamentals of consumer purchase path research that’s made actionable through persona and journey models which are used by organizational teams to inspire, inform and guide downstream marketing tactics. Prerequisite: MAR 1001

MAR 2501 Buyer Behavior
Presents a comprehensive, systematic, and practical conceptual framework for understanding people as consumers—the basic subject matter of all marketing. It draws on the social sciences to evaluate the influence of both individual and ecological factors on market actions. Students discuss relevant psychological and sociological theories and study how they can be used to predict consumers' reactions to strategic marketing decisions. Cases and examples are utilized to enhance the understanding of consumers as social beings in the market place. Prerequisite: MAR 1001.

MAR 2550 Business Intelligence and Consumer Insights (Cross-listed with IDS 2550).
Data mining is a powerful technology with great potential to help companies focus on the most important information in the data they have collected about the behavior of their customers and potential customers. It discovers information within the data that queries and reports can't effectively reveal. This course explains what data mining is and how it can help a company to compete effectively in the information age. Internet based applications such as social media, website usage, tracking and online reviews as well as a firm’s own activities and business processes, are discussed as potential sources of data. Prerequisites: MAR 1001, IDS 1020, IDS 1131, IDS 2030. Cross-listed with IDS 2550.

MAR 2255 E-Commerce(Cross-listed with IDS 2255)
This course provides an understanding of e-commerce and its impact on firms, industries and markets. In a few short years, the Web has already had a large impact on how we shop, read, conduct business, learn, and consume information like music and art. The fundamental architecture of information processing within the firm is changing as new Internet technologies appear. Internet technologies are also having a broad impact on the management of firms. How well firms are able to master these new technologies and business models is having an important impact on their overall success. This course describes the technologies used in electronic commerce; discusses the resulting changes in organization structure, industry, and societal behavior and seeks to understand the forces that bring about these changes. Prerequisites: IDS 1020, MAR 1001, ENT1020. Cross-listed with IDS 2255.

MAR 2621 Applied Research
Provides students with both research and managerial perspectives in the development and application of marketing research tools and procedures. It describes the development of research designs from problem formulation to analysis and submission of the research report. It also covers the analysis of techniques in marketing research, such as focus groups, experimental design, surveys, sampling, statistical analysis, and reporting. Cases are utilized in the development of methods and in specific areas of application. SPSS or equivalent statistical software is used. Prerequisites: MAR 1001, IDS 1131. Cross-listed with ENT 2621.

MAR 2650 No Code Marketing Analytics
In this course, we will examine multiple methods of applied data analytics to understand current marketing challenges and suggest solutions to deal with them. A deeper understanding of the data sources that marketers can use coupled with analytical tools will enable the students to implement a marketing strategy and marketing actions. The course starts with a descriptive approach to analyzing sales data, CRM, and surveys. Then we apply a diagnostic approach to understand the business results, and finally, we implement a predictive approach to examine the efficiency of different marketing tools using ROI. The course will be held in Excel using advanced tools.

MAR 2730 Israel as an Entrepreneurial Powerhouse: Marketing a Startup
This course will look at the unique structure of a start-up and the challenges marketers face when working in a product-focus, innovative environment. Specifically, it will examine the unique business culture of Israeli start-ups and assess how agility and innovation can go hand in hand with a long-term marketing strategy, which is market focus. This course will help students understand the art and science of startup marketing within a heavily technological environment- the secrets behind testing, learning, and identifying the right marketing mix that works for their startup. 

MAR 2818 Hospitality and Tourism
This introductory course will present an overview of the structure and financial performance of the hospitality industry. The focus of the course will be on business strategy, marketing and operations - and how these disciplines are used to address customer needs in light of rapidly changing global, cultural and economic trends. Cross-listed with ENT 2818.

ENT2828 Behavioral Economics
This course is an introduction to behavioral economics and its applications. The course will focus on the statistical analysis of experimental data using non-parametric techniques (no previous statistics coursework required), and the application of experimental methods to identify behavioral regularities related to risk preferences, the endowment effect, overconfidence, framing, probabilistic assessment and other areas of decision-making. Students are required to complete a final experimental design project, which will include motivating theory, novel research hypotheses, proposed analytics, and implementation details. Prerequisites: IDS 1131 or STAT 1021, and ECON 1010 or ECON 1031. Cross-listed with FIN 2828, MAR 2828.

MAR 2941 Sports Marketing Management
Provides an overview of sports marketing as a component of a fully integrated marketing communication strategy. Students study the history and contemporary application of sports marketing as a method to achieve goals. The curriculum addresses corporate as well as sporting property use of sports marketing strategies to achieve business objectives. The course examines strategies that address critical business constituencies, consumers, trade factors, employees, and the financial community. Also covered are sports marketing within the context of special sporting event sponsorships, professional sports teams as well as governing organizations, sports media (broadcast, print, and Internet), licensing, and hospitality. Prerequisites: MAR 1001, ENT 1020. Cross-listed with ENT 2941.

MAR 3322  Advertising in the Digital Age
Enter the world of advertising in the digital age. How companies use technology to follow, engage and sell more products using digital and traditional advertising techniques? Learn about the digital tools and interactive engagement techniques used in today's digital world of advertising and communications. Students will learn key principles including creative strategy, multi-channel strategic planning, digital technology platforms and apply the knowledge to create their own interactive advertising/marketing plan for a well- known brand. Prerequisites: MAR 1001, ENT 1020.

MAR 3315 Social Entrepreneurship
Social entrepreneurship is a business field in which business and nonprofit leaders design, grow, and lead mission-driven enterprises. Elements of: social science, business, law, management theory, knowledge from practice, and features of private and public entities will be discussed. Hybrid business models that serve both social needs and financial needs, and new tools for measuring social impact and change will be covered. Prerequisites: ENT 1020, MAR 1001. Cross-listed with ENT 3315.

MAR 3318 Social Media Marketing
Discusses the development of a social media strategy and defines what social media is. Social media tools such as Twitter, LinkedIn, Facebook, YouTube, Yelp, Google, etc. are explored and their application and usability in business are examined. The course discusses the process of developing a marketing plan using social media and also presents measurement techniques for the effectiveness of social media and their ROI using a number of metrics. Prerequisite: MAR 1001.

MAR 3320 Digital Marketing
The effect of the Internet and related technologies on business and social institutions is more profound than that of any prior invention, including the printing press and the internal combustion engine. Last several years have seen a dramatic increase in the amount of time and money consumers spend online. As a consequence, the Internet has become an important channel that firms can use to reach out and connect to consumers, which has lead to the emergence of digital marketing. This course on Digital Marketing provides an understanding of tools like online advertising and social media to meet business objectives. This course will cover basic marketing and statistical concepts and provide an introduction to different online marketing tools like email marketing, SEO/SEM and social media analytics. Prerequisite: MAR 1001.

MAR 3321 Brand Management
Focuses on the development of brand and marketing strategy, and the programming of the strategy and implementation of the marketing programs. It draws on the social sciences to evaluate the influence of both individual and ecological factors on market actions and brand decisions. The unifying framework for these activities is the brand audit. Thus, the course simulates the brand manager’s job through the development and implementation of a company-wide brand audit. Prerequisite: MAR 1001.

MAR 3323 Creative Advertising
Explores the relationships between advertising, conceptual thinking, writing, teamwork and design. It utilizes all media including television, print, radio, posters, viral, digital, guerrilla and ambient. Focuses on generating engaging and effective communication and provides a glimpse into a career in advertising and its associated areas. Prerequisite: MAR 1001.

MAR 3500 Fashion Fundamentals
Introduces the terminology and principles necessary to be successful in the fashion business through a dynamic lecture and workshop-based format. Students study fashion classifications, garment detail and construction, sources of fashion information, and the modern history of fashion. Students will learn the scope and global nature of the fashion business through the use of industry research, case studies and hands-on projects.

ENT 3501 Israeli Business Environment
Introduction to high tech, venture capital in Israel; overview of the Israeli economy, its accounting, business and tax laws, entrepreneurial environment, cultural issues; investing in Israeli start-ups; leading corporations in Israel; job market in Israel. Prerequisites: ENT 1020, MAR 1001. Cross-listed with ENT 3501.

MAR 3352  Financial Services Marketing
Financial services marketing challenges many of the precepts and approaches of traditional marketing. The objective of the course is to use financial services marketing and its complexity and constant disruption as the framework for understanding and navigating marketing in non tangible categories – health insurance, insurance, etc. By the end of the course students will learn about the differences between financial services marketing and marketing more tangible product and services, Identify the challenges and how to overcome them in financial services marketing, apply a marketing framework to develop marketing strategies for new to market financial services offerings, and how to foster marketing innovation in this highly competitive, legislated category. Prerequisites: ENT 1020, MAR 1001.

MAR 3502 Creative and Innovative Product Development
A key element of successful business enterprise is good design. In the world of fashion, CoCo Chanel revolutionized the industry with her innovative design elements. Apple has become one of the world’s most admired companies because its corporate executives place a premium on beauty and functionality of product design. This course provides an understanding of the product design process and its importance in the business world. Students will learn how to develop the ability to think more creatively about marketplace challenges. This course is targeted to students who want to discover and improve upon their innovative and creative skills in the business environment. Prerequisites: MAR 1001 or ENT 1020 or MAR 3500. Cross-listed with ENT 3502.

MAR 3504 Systematic Inventive Thinking
In this course students will learn how to be innovative in the way they approach Business problems and challenges. This course will concentrate on a method that helps companies develop a culture and practice of innovation. Students learn skills for thinking and acting differently in an effective way. This leads to generating ideas that are both innovative and practical. Furthermore, with this approach the student can learn how to make innovation consistent, systematic and reliable within organizations. Prerequisites: ENT 1020, MAR 1001. Cross-listed with ENT 3504.

MAR 3530 Fashion Accessories and Design
This class is an introduction to the fashion accessories world from both the business perspective and the design perspective. Whether students have some experience or are just interested in learning more about this field, this class will describe, through practical discussions and projects, the various aspects of designing fashion accessories. Across the areas of men’s, women’s or children’s accessories, students will explore different design aspects where they may utilize skills they already have learned such as: sketching, photography, computer graphics and resourcing. The course will also discuss applicable and relegated influences such as design merchandising, marketing and branding in the fashion accessory business.

MAR 3720 Marketing Capstone
The course is designed to develop a student's ability to apply marketing skills to practical business situations through a marketing simulation, case analyses, and discussion. Upon completion of this capstone course, students will have developed better decision-making and communication skills. Prerequisites: MAR 1001, MAR 2501, MAR 2621, MAR 3318.