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American University in Switzerland

Bachelor Degree in Business Administration with Specialization in Marketing

Bachelor Degree in Business Administration with Specialization in Marketing Regular Class
Universitas123 - Akademik

Profil

The primary focus of the curriculum is on marketing function management that provides an integrated approach to the discipline. Emphasis is on the development and implementation of marketing strategies and on the effective use of the marketing mix.

1. Business Marketing

Focusing on function management rather than function operation, this course explores in detail the nature of business-to-business markets and the differences in industrial buyer behavior and the marketing mix from that encountered in consumer markets.

2. Connect

This is the third of a required four-course sequence in the General Education curriculum. Emphasis is placed on students applying critical analysis, problem-solving, research techniques, and multimodal communication methods in order to question assumptions, hypotheses, and evidence. The course aims to assist students with their understanding of how culture affects and influences their identity and their interactions within societal organizations. Rigorous academic curriculum and experiential learning structures using integrative teaching and learning practices are included in this course. The purpose of this course is to facilitate experiences for students that lead them to make connections between classroom studies and life outside the classroom in a way that transforms theory into practice.

3. Digital Marketing

This course explores the evolving influence of social media and digital platforms in marketing, advertising, organizations, and society. Students examine how traditional marketing, advertising, and public relations strategies often fail with digitally empowered consumers. Through theory, practice, and case studies students identify a strategic process for integrating social media into marketing, advertising, public relations and other business operations. Specific strategies for monitoring and engaging will be used while students investigate how to apply digital channels to help meet real business objectives. A series of assignments build upon each other toward a final digital marketing plan report and presentation for a product, service, or organization.

4. Engage&Explore

This course is the first of the required three-course sequence in the general education curriculum for qualifying transfer students. Emphasis is placed on helping each transfer student successfully acclimate to Tiffin University by building campus connections, encouraging professionalism, and improving academic success in the areas of communication, research, and critical thinking. In addition, students will develop competence and proficiency in research techniques, critical analysis, problem-solving, multimodal communication methods, and professional networking. The course aims to assist students with their sense of identity and belonging within a community through engagement and exploration of multiple cultural perspectives in order to better recognize and understand issues related to societal problems. Rigorous academic curriculum and experiential learning structures using integrative teaching and learning practices are included in this course. The purpose of this course is to facilitate experiences for students that lead them to make connections between classroom studies and life outside the classroom in a way that transforms theory into practice.

5. Global Marketing

This course examines the increasingly global nature of marketing management and addresses the issues involved when organizations expand into the arena of international competition. Particular attention is paid to the differences between cultures and the importance of sensitivity to them.

6. Impact

This is a capstone experience and the final class of a required four-course sequence in the General Education curriculum. Students will present cumulative work from their experiences in prior courses with emphasis placed on students’ integration and synthesis of their acquired skills in problem-solving, multimodal communication methods, professional networking, critical analysis, and research techniques. The course aims to assist students with developing a sense of agency and responsibility for engagement within society. Rigorous academic curriculum and experiential learning structures using integrative reaching and learning practices are included in this course. The purpose of this course is to facilitate experiences for students that lead them to make connections between classroom studies and life outside the classroom in a way that transforms theory into practice.

7. Impact ePortfolio

This course is the required lab component for the fourth course in the four-course sequence in the General Education curriculum. Emphasis is placed on the synthesis of knowledge gained from professional and academic experiences at Tiffin University through reflection that exhibit the skills associated with the general education curriculum as aligned with the institutional core competencies: critical analysis; problem-solving; research techniques; and multimodal communication methods. The lab component is designed to give students the time and guided structure necessary to compile data and create the necessary synthed connections in order to document competence and proficiency in learned skills in an ePortfolio.

8. Marketing Research

This course provides a study of marketing function information needs as well as an understanding of operating and managing the research process. This research process and its integral parts are studied in detail from the perspectives of providing actionable results and marketing controls. This is a writing intensive course.

9. Organizational Strategy

An advanced course designed to integrate the functional concepts and techniques from the foundation courses in the curriculum. It provides the student with a thorough appreciation of the role of the general manager, with emphasis on strategy formulation and implementation. This is a writing intensive course.

10. Personal Selling

Personal Selling focuses on customers as individuals rather than target market groups. To do this, the student salesperson will learn to tailor sales call approaches and presentations, negotiation strategies, and service provisions to a specific person and organization. Given the independent nature of professional sales positions, the course also examines motivation, time management, and ethical issues.

11. Retailing Management

This course includes discussions of retailing functions and management of retailing as a system. Emphasis is on understanding the external environment of retailing and on the creation of an appropriate internal environment.

12. Spreadsheet Application & Data Analysis

This course focuses on the use of spreadsheet applications as a tool for decision-making. Included are topics such as design and management of worksheets and templates, and the use of built-in functions. Organizational uses in the areas of accounting, finance, marketing, human resources are discussed.

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American University in Switzerland
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American University in Switzerland

Chemin du Levant 5 1814 La Tour-de-Peilz

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