The Department of Marketing

The Department of Marketing

The Department of Marketing offers a curriculum designed to prepare its undergraduate students for entry-level positions in marketing and its graduate students for mid- and upper-level positions in the management of the marketing function in an organization. Specialization in Marketing gives the student the breadth of exposure to and depth of immersion in Marketing needed to understand how for-profit and non-profit organizations need to operate successfully and be productive and efficient in a market-oriented economy.

Students in any of our programs are trained, to provide them with the necessary knowledge, skills, tools and essential values needed to become competent, ethical marketing managers in any for-profit or non-profit organization they choose to work for or to function successfully as entrepreneurs, if that is what they choose to do when they graduate. Internships are also usually offered to many students in our programs by various for-profit and non-profit organizations.

THE OFFICE OF MARKETING IS LOCATED AT THE HOWARD UNIVERSITY SCHOOL OF BUSINESS ROOM 325

Undergraduate Marketing Courses

Course Number: BCOM 320

Course Name: Business Communications 

Course Description: Business Communication (BCOM) provides comprehensive coverage of contemporary business communication practices and technologies in today’s global business environment.  The course emphasizes creating business messages and familiarizes students with real-world business problems by applying a narrative-based approach to learning.  This interactive approach allows students to actively engage with the content instead of passively reading it.  

Credit Hours: 3

Course Prerequisites: English Writing Requirement (ENGW 101, 102, 104) with D/T, English Writing Requirement (ENGW 103, 105) with D/T, MATH-026(C/T) or Math-156 (C/T), and Sophomore Standing

Course Number: MKTG 100

Course Name: Cooperative Program I

Course Description: This is a senior-level capstone course in which students integrate and apply marketing knowledge and quantitative skills to solve marketing problems through case studies. Special emphasis is given to the analysis of opportunities and competition, and the development of successful marketing strategies and plans.

Credit Hours: 1

Course Prerequisites: MKTG-301(C/T) and department chair approval

Course Number: MKTG 301

Course Name: Principles of Marketing

Course Description: People often think that marketing is just sales or advertising — highly visible activities by which organizations try to persuade customers to buy products and services. However, marketing is much more than sales or advertising. Even the most skillful marketer cannot make customers buy things they don't need or want. Marketing specifically involves: (1) identifying customer needs, (2) satisfying these needs with the right product and/or service, (3) assuring availability to customers through convenient distribution channels, (4) using communication media to build awareness and motivate purchase, and (5) choosing an appropriate price to boost the firm’s profitability while also maintaining customer satisfaction. This course introduces students to the concepts, analyses, and activities that comprise marketing management, and provides practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in marketing as well as other business/social science disciplines.

Credit Hours: 3

Course Prerequisites: MATH-026(C/T) or MATH-156(C/T), ECON-001(D/T), ECON-002(D/T), and ACCT-202(C/T) 

Course Number: MKTG 304

Course Name: Publication Management

Course Description: In this hands-on course, Marketing majors will create the Howard University School of Business magazine, The HU Bottom-line, and its companion website. Students will work on understanding editorial content creation, social media marketing, and email marketing to gather information and content for a print and online publication.

Credit Hours: 3

Course Prerequisites: MKTG-301 (C/T)

Course Number: MKTG 310

Course Name: Consumer Behavior

Course Description: Consumer behavior focuses on the individual and environmental factors that influence consumers and the decision-making of individuals and organizations. The course surveys various concepts, theories, and analytical frameworks to explain and analyze consumer purchase decisions and draws practical implications for marketing strategies. This course is typically offered in the Fall. 

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T)

Course Number: MKTG 315

Course Name: Marketing Research

Course Description: This course takes students from the point of recognizing a marketing problem to solving the problem through appropriate problem definition, data collection, data analysis, dissemination of the results, and utilization of the ensuing information. Both the managerial and technical aspects of marketing research are covered. Several statistical techniques for analyzing data, using SPSS, are taught and applied in the course.

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T)

Course Number: MKTG 319

Course Name: Sales Management

Course Description: Would you like to improve your persuasion skills? Would you like to know what makes successful salespeople effective? What about learning to partner with others to create value in your service and/or product. This course demystifies professional selling and helps students improve their persuasion and selling effectiveness. The course presents sales principles and skills required by today’s professional salespeople with an emphasis on the business-to-business selling environment. Students will enhance their development of a variety of skills that will serve for a lifetime. These life skills include the following: communication skills, critical thinking, building relationships with customers, and ethical decision-making.

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T)

Course Number: MKTG 320

Course Name: Marketing Communications

Course Description: This course provides an introduction to basic concepts used in Integrated Marketing Communications. Students will examine the role of marketing communication, the environment in which it operates, and the process by which the strategy for it is created. The course emphasis will be on the development and application of promotional communication strategies utilizing advertising, personal selling, event marketing, sponsorship, and public relations.

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T)

Course Number: MKTG 331

Course Name: Social & Internet Marketing

Course Description: This course provides an introduction to basic concepts used in social media marketing. Students will examine the various types of social media applications, techniques, and tools used to market to various audiences. Additionally, students will work on the creation and execution of digital content and social media campaigns. Students will also earn a certificate in social media using HubSpot marketing tools.

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T)

Course Number: MKTG 335

Course Name: Film Industry Marketing

Course Description: This class is designed to give students a basic overview understanding of all aspects of a movie marketing campaign. We will focus on the market decisions that studios make to generate and sustain excitement for films. “The focus will be on solving marketing problems by using today’s available resources, both traditional and emerging. The class will rely on lectures, case studies, guest speakers, and heavy classroom discussion to dissect current and past campaigns.”

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T) and department chair approval

Course Number: MKTG 345

Course Name: Economics of Film & Entertainment

Course Description: Each year Americans spend at least 120 billion hours and over $150 billion on legal forms of entertainment. In spite of this, the economics of the sector are often misunderstood. This course examines the economics of the major entertainment enterprises: movies and television programming, music, sports, and more. In addition, this explores emerging issues that are shaking up the industry, the basic facts and economic characteristics of these industries, and how the sector is impacted by macroeconomic factors.

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T) and department chair approval

Course Number: MKTG 355

Course Name: Retailing

Course Description: N/A

Credit Hours: N/A

Course Prerequisites: MKTG-301(C/T)

Course Number: MKTG 361

Course Name: Marketing Analytics (Computer Applications in Marketing)

Course Description: This course introduces the principles and strategic concepts related to data-driven decision-making. Students learn various analytics-based techniques including data mining, data visualization, sales, and profit margin analysis, predictive analytics, digital marketing metrics, and e-commerce analytics, which can all inform the marketing strategy of a business. And to develop real-world tangible skills, students gain first-hand experience in analytics platforms such as Tableau & Google Analytics, while earning industry-relevant certifications.

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T)

Course Number: MKTG 370

Course Name: Services Marketing

Course Description: This is a study of the marketing strategies practiced by both profit and non-profit organizations in the burgeoning service sector. Topics covered include the concept of a service offering, service blueprint, strategies for service organizations, measurement of service quality, and the role and management of contact personnel. The classroom instruction is focused on real-world situations to adequately prepare students for the workforce especially in developed economies.

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T)

Course Number: MKTG 380

Course Name: Sports Marketing

Course Description: Sports Marketing is a specialized marketing course that is designed to prepare students to develop skills necessary to address marketing issues specific to the sports industry. This course will analyze the field of sports in terms of the practices, applications, and strategies of mainstream marketing. The subject includes Sponsorship, Endorsements, Licensing, Segmentation of the Sports Market, Promotional Strategy for the Marketing of Sports Products, and Emerging Issues in Sports Marketing. In addition, this class touches on the unique opportunities and challenges associated with marketing in the entertainment industry as an aggregate. To provide students with practical experience addressing sports and entertainment marketing issues, the class is organized around four projects.

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T)

Course Number: MKTG 385

Course Name: Multicultural Marketing

Course Description: This class explores emerging issues in marketing. 

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T)

Course Number: MKTG 390

Course Name: Special Topics in Marketing

Course Description: N/A

Credit Hours: 3

Course Prerequisites: MKTG-301(C/T)

Course Number: MKTG 395

Course Name: Individual Study in Marketing

Course Description: Students have the opportunity to create a customized study plan that meets their unique learning needs as it relates to marketing.

Credit Hours: 1

Course Prerequisites: MKTG-301(C/T) and department chair approval

Course Number: MKTG 399

Course Name: Marketing Planning and Strategy

Course Description: This is a senior-level capstone course in which students integrate and apply marketing knowledge and quantitative skills to solve marketing problems through case studies. Special emphasis is given to the analysis of opportunities and competition, and the development of successful marketing strategies and plans.   This course is typically offered in the Spring and Summer. 

Credit Hours: 3

Course Prerequisites: Consumer Behavior (MKTG 310) and Marketing Research (MKTG 315); Senior Standing

Graduate Marketing Courses

Course Number: GMKT 500

Course Name: Marketing Management

Course Description: In this course, we will explore how firms develop and implement marketing strategies to ensure their long-term survival and growth. In essence, this is an “applications” course. It is designed to help you develop abilities to make marketing decisions in a wide variety of institutional and competitive situations. Emphasis is placed on case studies, teamwork, and course project. Market analysis and research, consumer behavior, product planning, channels of distribution, pricing, and promotional decision-making are integral parts of the course. Global and high-technology perspectives are offered throughout the course.

Credit Hours: 3

Course Prerequisites: N/A

Course Number: GMKT 507

Course Name: Brand Mgmt and Product Mgmt

Course Description: N/A

Credit Hours: N/A

Course Prerequisites: N/A

Course Number: GMKG 508

Course Name: Digital Marketing

Course Description: This graduate-level course provides an introduction to concepts used in digital marketing. Students will examine the various types of social media applications, techniques, and tools used to market to various audiences. Additionally, students will utilize HubSpot software for hands-on experience to create digital campaigns for social media and web projects for large-scale events.

Credit Hours: 3

Course Prerequisites: N/A

The Department of Marketing

Denver D'Rozario, Ph.D.

He/Him.

Professor

Marketing

Yuvay Ferguson, Ph.D.

Assistant Dean of Impact and Engagement & Associate Professor

Office of the Dean, School of Business

Wen Gong, Ph.D.

Associate Professor

Marketing

Johnny Graham, Ph.D.

Assistant Professor

Marketing

Efua Obeng, Ph.D.

She/Her/Her's

Associate Professor

Marketing

Ephraim Okoro, Ph.D.

Associate Professor

Marketing

Philemon Oyewole, Ph.D.

Professor

Marketing

Melvin Washington, Ph.D.

Assistant Professor

Marketing

Dana Williams-Johnson

Instructor

Marketing