Marketing – Northwood University


Marketing professionals need finely honed creativity and strategic business expertise combined with an entrepreneurial drive. Our Marketing degree program will help you develop the skills and knowledge you need to succeed.
Starting from day one, you’ll study everything from sales, advertising and marketing to consumer behavior, e-commerce and trend analysis. You’ll use creative and analytical thinking to solve problems and develop solutions that will benefit both the company and the consumer.
With our business-focused curriculum, you’ll also take a core set of business and management courses. We also provide hands-on, real-world experience to help you hone your skills and the opportunity to develop your own marketing plan for a company.
If you see a marketing career in your future, apply today.
86% of graduates report being employed in a Marketing position.*
This program is accredited by the Accreditation Council for Business Schools and Programs (ACBSP).
Marketing can be applied to almost every industry. Students often look for internship or employment opportunities in advertising agencies, public relations firms, corporate marketing areas, marketing research departments, brand management organizations, customer relationship management divisions and in sales and retailing. Don’t overlook the career opportunities in non-profit organizations such as registered charities, arts groups and special interest communities.
Titles held by some of our alumni include:
Director of Business Development
Director of Strategy and Planning
General Manager
Global Product Marketing Manager
Insurance Agent
Marketing Associate
Marketing Coordinator
Marketing Manager
Process Engineer/Leader
Sales Representative
Team Leader
Vice President of Worldwide Human Resources
The following is an abbreviated list of where you’ll find some of our Marketing graduates at work:
20th Century Fox Film Corporation
360 Degrees, LLC
BWAY Corporation
Comcast Cable
Implant Recycling, LLC
JD Power and Associates
Snethkamp Chrysler Dodge Jeep Ram
LevelSet Solutions, LLC
PACE Greater New Orleans
Pinstripe, Inc.
Spruce Organizing, LLC
Vespa Capital Brussels Capital of Europe BVBA
Note: MKT 2080 is included in the Major Core and Common Professional Core.
MKC 2100 Introduction to Marketing Communications — 3 credit hours
MKT 2150 Selling and Sales Management — 3 credit hours
MKT 3000 E-Commerce — 3 credit hours
MKT 3050 Consumer Behavior — 3 credit hours
MKT 3100 International Marketing — 3 credit hours
MKT 4230 Marketing Research — 3 credit hours
MKT 4240 Marketing Management — 3 credit hours
MKT or MKC Elective — 3 credit hours
MTH 3340 Statistics II — 3 credit hours
3000/4000 Elective — 3 credit hours
3000/4000 Elective — 3 credit hours
3000/4000 Elective — 3 credit hours
3000/4000 Elective — 3 credit hours
3000/4000 Elective — 3 credit hours
Choice Elective — 3 credit hours
Choice Elective — 3 credit hours
Choice Elective — 1 credit hour
Explores the development of marketing principles and the role of marketing in an enterprise economy. Reviewing current articles and case studies develops an understanding of marketing principles.
This course will develop students’ competencies in professional selling theory and approaches, presentation skills, and sales management techniques. This course focuses on developing and maintaining relationships with customers and management of the process of finding, converting and keeping customers while achieving the organization’s goals. Communication techniques, career planning, selling strategies and tactics, as well as sales duties and responsibilities are included. Course topics will include the selling process, the buying process, creating value in buyer-seller relationships, prospecting, sales call planning, communicating the message, negotiating for win-win solutions, closing the sale, as well as how to motivate, compensate and train sales people.
Prerequisite: MKT 2080
Discusses the rapid evolution of the marketplace because of the emergence of e-commerce and the tools facilitating this evolution, such as the Internet. Covers the impact of these tools and the changes they invoke on organizations, careers, and in general, on the conduct of business in the global marketplace. Use of these tools with special emphasis on utilization in value chain integration and enterprise resource planning. The development of an e-commerce strategic plan is a capstone element of this course.
Prerequisite: MKT 2080
This course considers how the Internet has introduced new experiences to the marketing environment. Students examine the basic principles of marketing, as well as measure the effect of the Internet on these basic principles. Areas such as company’s blogs, search engine advertising and company email marketing lists will be explored. The concepts of how to build a growing internet presence and B2B relationships and how these relationships help a company’s online marketing efforts will also be discussed.
Prerequisite: MKT 3000
Consumer behavior theory, including the introduction of behavioral models to investigate the consumer psychology. Application of consumer behavior principles to customer satisfaction, market planning, and merchandise mix decisions. Ethical, diversity, and international issues are also explored.
Prerequisite: MKT 2080
Addresses global issues challenging today’s international marketer. Discusses the various strategic, tactical, and operational components of the international marketing function. Explores in detail the practical aspects of international marketing such as exports and imports, international marketing research, and the development of a comprehensive marketing plan.
Prerequisites: MKT 2080 and MGT 2300
Explore the effective methods and strategies required for successful retail management in both brick and mortar and electronic retail outlets. Topics of discussion, examination, analysis, and application include how to utilize resources and techniques in retail management, locations, products, pricing, human resources, information systems, store operations, customer communications, and implementing and controlling a retail strategy.
Prerequisites: ACC 2415, MGT 2300, MKT 2080, and 90 credit hours completed
The goal of this course is to prepare current and future executives, managers and strategists to create value in the networked economy-in other words, to gain understanding and insight on how new technology and media forms have created unique challenges and opportunities for business. This course presents the strategic themes and issues associated with the field of ecommerce.
Prerequisites: MKT 2080 and MKT 3000
This course examines how digital marketing has brought new capabilities to the marketing function. Students examine the basic principles of digital marketing and assess the impact of these basic principles, addressing benefits as well as the limitations of digital marketing. Topics include search engine advertising, search engine optimization, video marketing, social media, social CRM and mobile marketing. Students will also learn how to develop B2C relationships that enhance a company’s digital presence and leverage online marketing efforts.
Prerequisite: MKT 3000
Prepares students to use visual design for modern media within an integrated marketing communications campaigns. Analysis of current graphic design methods and the development of a visual communication plan emphasize how elements of visual strategy and creative thinking work together in the marketing environment. The new opportunities and challenges marketers face in visual communication are discussed (Requires Adobe Creative Suite).
Prerequisites: MKT 2080 and MIS 1500
Lean distribution is based on the Toyota Production System and is a philosophy of a set of methods for dramatically reducing time from customer order to building and shipping a product that costs less, uses less space, and is of superior quality. Covers the history, philosophy, and core methodologies of lean distribution.
Prerequisite: MKT 2080
MKT 3450 Logistics (3 credits)
Provides a management guide to the flow of products from suppliers to manufacturers, manufacturers to distributors, distributors to retailers, and manufacturers to retailers. Logistics will be discussed and described in all phases of the transportation system including rail, truck, air, and water borne shipments. Help engage students in the overall workings of logistics including an overview of employment opportunities in logistics management.
Prerequisite: MKT 2080
Various topics in marketing. These may be one-time or occasional course offerings.
Prerequisite: Dependent on specific course content
The internship (a minimum of 150 hours) is designed to provide the student with supervised on-the-job training. A contract between the University, student, and employer provides the groundwork. Objectives, evaluations, written log, and a study of the organization are designed to provide a realistic learning experience.
Prerequisite: Department chair approval
This course examines how digital marketing has brought new capabilities to the marketing function. Students examine the basic concepts of digital marketing strategy and assess the impact of these basic principles, addressing benefits as well as the limitations of digital marketing. Digital marketing strategy topics such as online advertising, CRM, search engine optimization, social media, content marketing and personalization will be discussed. Students will also learn how to analyze the required techniques and functions of digital marketing from a company’s perspective.
Prerequisite: MKT 3200
Examines the role of research in the solution of marketing problems, with emphasis on available data analysis, non-parametric statistical procedures, sampling, variable analysis, and field research methodology. Development of research and survey instruments and use of a software computer package to analyze data. Student teams will identify a research problem, gather and analyze data, and integrate results in a research report presented in class.
Prerequisites: MTH 3340 and MKT 2080
A case-based, capstone course that builds upon previous classes in marketing principles and marketing research. Course includes development of a market plan and managerial analysis of marketing policy, strategy, organization, administrative structures to facilitate the marketing function, procedures in demand analysis, product planning policy, pricing, and physical distribution. Emphasizes the integration of these marketing activities and their planning and direction.
Prerequisite: MKT 4230
This course will explore the current and future expansion in digital analytics. Students will study data analytics platforms and content area that explore customer intelligence. Students will also investigate how business intelligence, analytics and data science play an increasingly important role in the decision-making process. Students will learn the tools and techniques necessary to understand the operational and strategic features of business intelligence, analytics and data science as well as how these are used to influence and create new marketing directions within a company to impact facets of the marketing mix, CRM and sales.
Prerequisite: MKT 4200
The course will prepare students to be effective marketers in an environment that involves digital initiatives and data. Students will learn to evaluate different analytics approaches and will work with both structured and unstructured data digital data sets to understand and attain hands on experience in collecting and analyzing these large data sets. Students will also develop an understanding of the types of data available and how to assess the quality of the data, develop a goal-based analytics plan and make sound inferences and recommendations. Digital marketing topics such as website analytics, social media marketing, SEO/SEM, social listening and digital advertising will be covered.
Prerequisite: MKT 4300
Northwood University is a regionally accredited, nonprofit institution.
(800) 622-9000
4000 Whiting Drive
Midland, MI 48640

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