Pitt-Johnstown Business and Enterprise Marketing


Introductory course (required)

Principles of Marketing            (MKTG 0600)

An introductory course in Marketing. Examines the role of Marketing in society and within the organization. Emphasis is placed on Marketing mix issues: product, place, price, and promotion.  Also, you will begin your branding process right away by applying marketing principles and tactics to building your own brand.  Whether you choose to major or not, you can take selected specialized Marketing courses such as Internet and International Marketing by completing Principles.

Core courses 

Consumer Behavior                 (MKTG 1600)            

An advanced course in Marketing which focuses on how consumers make purchase decisions in a market-oriented society. The course then builds upon this knowledge by examining how managers can use this information to develop Marketing strategies for their own products.

Marketing Research               (MKTG 1610)            

An intensive "hands on" course that integrates the concepts learned in undergraduate studies of Marketing and Statistics. The course is designed to enhance understanding of why and how organizations conduct market research to develop and deliver innovative goods and services. Prerequisite: MKTG 0510.

Marketing Tools and Analytics            (MKTG 1620)            

Also an intensive “hands on” course that identifies the key statistical metrics used in the Marketing field, and then provides students with concrete “real world” experiences in the analysis of these metrics associated with marketing analytics and ROI for investment in traditional and  new owned, paid and earned media channels. The course will examine statistical theory and traditional metrics such as awareness and market share and then examine cutting edge statistical tools such as the suite of metrics available in Google Analytics. 

Marketing Management       (MKTG 1690)            

An advanced course in Marketing focuses on the major decisions facing Marketing professionals in their attempt to meet consumer demand while achieving corporate objectives. Emphasis is on case analyses, and the development of a Marketing plan for a "real world" client. Prerequisites: MKTG 1600, 1610 and 1620.


Integrated Digital Marketing       (MKTG 1630)            

This is a significant update of the Internet Marketing course, exploring various potential applications of internet marketing in addition to the evolving role of e-commerce. Topics include online branding, creating community and commitment, online research, and the impact of the internet on B2C and B2B enterprises. Students will assess websites, build their own online business presence incorporating social media with easy online tools and learn to be a consultant with real clients that need web development or refreshment. Prerequisite: MKTG 0510

Social Media War Room           (MKTG 1635)            

This is an advanced course that builds on MKTG 1620 and 1630 and provides an intense immersion in the management of a social media presence for a brand. The course essentially places students in a “real world” simulation of the day to day operation of an array of social media applications and best practices. Students will work as content marketing teams to promote and generate earned media for community and corporate events as a capstone of the course.  This course may be taught in a special environment like those found at digital agencies (see budget section for investment information). Prerequisite: MKTG 0510.

International Marketing      (MKTG 1640) 

As the center of growth and opportunity for U.S. enterprise at this time is in foreign markets, this essential course examines the challenges and rewards found in international marketing. You will learn the processes and pitfalls that face international marketers and how to research, design and implement a marketing plan targeting a foreign market. This course is structured around Marketing Mix and is designed to build deeper understandings of culture, business processes and regulations of international trade and marketing. Prerequisite: MKTG 0510

Sales Management      (MKTG 1645) 

This course examines the essential function of sales within the business enterprise. It also investigates the interaction between sales and other Marketing functions within an organization. Topics include the sales process, sales management, and the incorporation of new technology such as Customer Relationship Management (CRM) software products. Prerequisites: MKTG 1600, 1610 and 1620.

Product Management        (MKTG 1650)

An advanced course in Marketing focusing on the development and management of products, including brand management and new product development.  Students work on projects that audit existing products and design and market “new to the world” products. Prerequisites: MKTG 1600, 1610 and 1620.

Promotion Management        (MKTG 1655)            

An advanced course in Marketing focusing on the role of Marketing communications, with emphasis on the development of an Integrated Marketing Communications (IMC) campaign that incorporates advertising, promotion, media planning, social media and more. Prerequisites: MKTG 1600, 1610 and 1620.

Pricing Management              (MKTG 1660)            

An advanced course in Marketing combining economic and Marketing principles with financial information to analyze the pricing policies used by real world organizations. Prerequisites: MKTG 1600, 1610 and 1620.

Distribution Management     (MKTG 1665)            

An advanced course in Marketing focusing on management of distribution channels, with emphasis on studying channels of existing "real world" organizations and how they create lasting competitive advantage for companies. Prerequisites: MKTG 1600, 1610 and 1620.

Marketing Special Topics       (MKTG 1670)

This course is designed to offer special examinations of important Marketing issues. In the past, examples of the special topics discussed have been social media and tourism management.

Marketing Internship             (MKTG 1671)

The Marketing internship uses the workplace as a living laboratory for students to study in depth a marketing discipline. An internship is primarily an academic experience, not a part-time or full-time job, in which students work for a firm or organization under a supervisor and faculty sponsor to achieve specific educational objectives. Thus, a student earns degree credits for what is learned, not for work performed for the internship supervisor.

Entrepreneur’s IdeaLab          (MKTG 1680)

This course is designed as a pragmatic approach to converting a new idea into a new venture.  We walk you through a 24-step process that helps you develop your idea in context with beachhead markets so that your innovation will be commercially viable. Students will present new ideas or partner with community ideas, select the best and work on the strongest innovations for presentation to entrepreneurs and business owners in a “shark tank” program at the end of the course.