Bring companies and consumers together
Bring companies and consumers together
Bring companies and consumers together
AUSB’s Marketing concentration prepares you for present and future opportunities within this ever-developing and innovative field. Current customer needs and marketing approaches are studied and analyzed throughout the three core aspects of the program:
- Consumer psychology and decision making: consumer choices and the effects of various marketing strategies on these results
- Marketing research and forecasting: measuring and modeling consumer preferences
- Marketing strategy: using consumer and competitor data to determine resource allocation
Our approach to learning and teaching is reflective, experiential, and engaging, led by experienced faculty who demonstrate mastery in their professions. We combine academic instruction and hands-on experience to build important intellectual and professional tools centered around six core purposes – Critical Thinking, Diverse Perspectives, Social Justice, Applied Learning, Communication, and Self-Awareness – designed to graduate globally-aware citizens, socially-responsible leaders, and highly marketable graduates. Learn more
Engaging professors draw from a combination of courses in social and behavior sciences (economics, sociology, psychology) and quantitative studies (accounting, statistics, computer science, management science) to provide a comprehensive classroom experience.
Students are strongly encouraged to complete several of the following courses (chosen in consultation with an Academic Advisor):
|Market Analysis & Research
MKT 3000 Market Analysis & Research (3)This course adopts a comprehensive hands-on approach to designing and conducting research. From classic opinion research to social media analytics, a wide range of contexts, problem areas, and methods are covered that are relevant across disciplines and fields of study. Students will be exposed to the various stages of the research process from recognizing the need for research and defining the problem to analyzing data and interpreting results. Proper design of research methods, fieldwork, questionnaires, and surveys (e.g., online surveys) is covered. Emphasizes the total research process as well as specific research steps, stressing information needs, research formulation and design, and research procedure. Integrates and applies concepts through marketing research cases and a field research project.
|Integrated Marketing Communications
MKT 3010 Integrated Marketing Communications (3)This course provides a broad introduction to integrated marketing communications (IMC). Students learn the elements of a strategic communications plan. In the class, students also review marketing mix development in various product/service life stages of a company. This helps students gain an understanding that the integrated communications plan must tie to business goals, audience relevancy, market penetration, and measurable results. Lastly, students gain an understanding of how to plan and implement an integrated marketing communications plan from the viewpoints of advertising agencies, businesses, and nonprofit organizations.
MKT 3020 Web Analytics (3)This course explores best practices and applications for analyzing online marketing activities. Specifically, this course will explore the collection, measurement and analysis of metrics for the purposes of improving web-based marketing. This course teaches web analytics through practical applications, with a focus on deriving actionable insights.
MKT 3030 Consumer Behavior (3)This course presents a comprehensive, systematic, and practical conceptual framework for understanding people as consumers—the basic subject matter of all marketing. Consumer buying patterns, motivation and search behavior. The consumer decision-making process includes interdisciplinary concepts from economics, sociology, psychology, cultural anthropology and mass communications as well as, case analyses and research projects. Students discuss relevant psychological and sociological theories and study how they can be used to predict consumers’ reactions to strategic marketing decisions. Basic methodologies for research in consumer behavior are developed and applied. Course emphasis is on developing applications of behavioral concepts and methods for marketing actions.
MKT 3040 Public Relations (3)A general course in the technique of establishing and maintaining public relations. Emphasis is on strategic management, ethics, and two-way organizational communication. Special emphasis is on the advent of the Internet, the rise of citizen journalism, and the impact of blogs and other social media. Activities span a variety of media to influence public opinion and manage an organization’s reputation.
MKT 3050 Strategic Marketing (3)This course will provide an overview of strategic marketing techniques and the practical application of these methods as applied to small business, start-ups, and large corporations. Topics to be addressed and discussed include: the evolution of online, mobile and social marketing and its crucial role as a driver of growth, structured approaches to marketing campaigns, use of market research, market segmentation and targeting, positioning, branding, product development and pricing. The analysis of effective media channels for targeted marketing campaigns and methods used to measure and track results will also be covered. In addition to analyzing an existing company’s strategic marketing initiatives, each student will also create a strategic marketing plan for a business, product or service of his or her choice.
COM 3230 Social Media (3)The emergence and diffusion of technology has provided us with two different realms to reside in: the real world and the social media world. Social media has drastically changed how we communicate with each other, from societal to individual levels. The question we will examine in this course is how do social media shape our lives and more importantly, how do we want it to shape our lives? This course examines different theoretical and practical approaches in understanding the effects of social media in our media saturated world. We will discuss how social media affects perceptions, relationships, education, business, global, and our identity.
|Digital Storytelling: Online Magazine Publication
COM 3320 Digital Storytelling: Online Magazine Publication (3)The design and production of Antioch’s own online magazine provides the unique opportunity to publish a magazine with rich media and interactivity. Digital Storytelling is an emerging term that uses new digital tools to help ordinary people tell their own “true stories” in a compelling and emotionally engaging form. Using new models of content development and distribution, the magazine will create strategies for reader engagement and focus on publishing multimedia stories of interest to the Antioch community: activities & events; alumni stories; social justice issues; student and faculty profiles. Cross-platform distribution to a number of mobile, tablet and desktop devices combined with search optimization will provide increased audience reach; sophisticated analytics will be able to measure readership and engagement.
|Media, Communication & Culture
COM 3501 Media, Communication & Culture (3)History, theory, research, and issues surrounding mass communication are the subject of this course, which focuses on a critical survey of radio, television, newspapers, and magazines as instruments of mass communications. The behavior of audiences of the mass media is analyzed. Topics include ethics, persuasion, and media in relation to violence and minorities in society.
COM 3550 Intercultural Communication (3)Technology has compressed the world into a global village composed of myriad international and non-dominant domestic cultures. Communication between cultures is essential but complicated by different contexts, values, expectations, and perceptions. This course examines different theoretical and practical approaches to the complexities of both verbal and non-verbal communication across cultures. Communication styles of various nationalities are examined along with such issues as dominance, gender, religion, prejudice, time, distance, and silence.
| Advertising & Culture
COM 3740 Advertising & Culture (3)Advertising is one of the most pervasive forces in modern culture. This class represents an overview of the advertising industry and its impact on society. Topics include the history and structure of the industry, consumer culture, persuasion theories, political advertising, children and advertising, sexuality, technological aspects, globalization, and ethical implications. Students analyze both print and television advertising and study the key role that research plays in planning and evaluating ad campaigns.
ENT 3000 Entrepreneurship (3)This course provides students with an in-depth understanding of entrepreneurship, the entrepreneurial process, and the vital role played by entrepreneurs in the 21st century global economy. This is a project-based course, mixing theory with practice, and challenges students to (1) explore and critique case studies; (2) apply theoretical principles and concepts to real world ideas and situations; and (3) develop and articulate their own entrepreneurial vision.
|E-business and E-commerce
ENT 3770 E-business and E-commerce (3)This course provides students with a broad overview of the concepts and principles of e-business and e-commerce and addresses the need for all businesses, including traditional business models, to incorporate an online presence into their existing structure. Students focus on the digital value chain for eBusiness and eCommerce and including: eProducts and eServices, eProcurement, eMarketing, eContracting, eDistribution, ePayment, as well as eCustomer relationship management. In addition to business models and business webs, digital procurement and marketing processes such as electronic negotiation processes, security questions with digital signatures, as well as electronic supplier relationship management, cyber law, and customer relationship management are also addressed.
GBL 3610 Global Economics (3)Beginning with a review of essential concepts in economics, this course focuses on the international and cross-cultural nature of contemporary economic phenomena. Emphasis is on macroeconomics, rather than microeconomics. Theoretical concepts are applied to specific cases, such as economic relationships between the US and Japan, Mexico, and other countries.
MGT 3200 Business Finance (3)Whether you are a business executive, entrepreneur, or would-be investor, understanding and assessing the fiscal health of a business is paramount to making sound financial decisions. In this course, we examine key aspects of financial management from micro-level health assessment of a business, to macro-level decision-making in financial markets. Students will gain theoretical and practical knowledge for understanding, forecasting and managing financial issues within an organization. Course topics include operating and capital budgets, financial reports, financial analysis, and fiscal controls.
|Business Ethics & Social Responsibility
MGT 3750 Business Ethics & Social Responsibility (3)This course explores the wide-ranging impact of management decisions, policy making, and strategy on communities and society. Internal and external political and social environments, ethical dilemmas faced by managers and executives, and the impact of “whistle blowers” are also covered. Students will initially analyze these issues within the context of ethical philosophy, later exploring the conditions and norms, which motivate institutional behavior, working relationships, and moral choice. Satisfies Ethics requirement.
POL 3470 Public Policy (3)This course examines the dynamics of public policy formation. Through reading case studies, interviewing public officials and private sector representatives and observing community groups and government agencies in action, students learn to analyze local issues. Students gain an understanding of the political process on state and federal levels as well as the local arena. Areas of analysis may include: local and/or national policies on business, labor, human services, energy and environment.
|Psychology of Gender & Sexuality
PSY 3281 Psychology of Gender & Sexuality (3)This course introduces students to the interconnectedness of sex, gender, and sexuality. Students explore the biological, psychological, social, political, and cultural meanings of gender and sexuality in a contemporary, global and trans-cultural context. Special emphasis is placed on the effects of oppression, including sexism, racism, misogyny and homophobia.
|Pacific Rim Cultures & Communities
SOC 3050.SB Pacific Rim Cultures & Communities (3)This course examines the cultures of various countries that comprise the Pacific Rim. Students are informed through the analysis of cultural norms, values and beliefs of Pacific Rim communities, both within the US and around the world. Through the application of critical thinking skills, students will compare and contrast certain Pacific Rim cultures, learn how history, climate, geography, and trade impact relationships, and explore the contribution that this dynamic area of the world makes to the global community.
|Communication and Media courses|
Nels Henderson has done graphic design and marketing for over 20 years and is currently a Senior Web Manager for Citrix Online Services based in Goleta, CA.
As a business professional, scholar, and depth psychotherapist Dr. Kathleen A. Barry is an unusual hybrid.
Shara received her MFA in Creative Writing from Antioch University Los Angeles. She is a prize-winning poet, and her work has appeared in newspapers and academic journals.
Just a handful of the broad possibilities:
- Marketing Assistant
- Brand or Product Manager
- Advertising Account Executive
- Online Retail Agent
- Market Research Analyst
Students play an active role in designing internships and externships that get behind the scenes of successful marketing campaigns. Learn by supporting areas such as product development, advertising, marketing research, e-commerce, and customer relations.
AUSB has a relationship with over 100 community organizations that provide service learning opportunities for students. The BA Service Learning requirement is met by completing 40 service hours with an approved non-profit agency.
Graduate School Opportunities
AUSB’s BA-to-MBA Pathway Program is the ideal next step for qualifying students who wish to continue on to an MBA in Social Business, Non-Profit Management, and Strategic Leadership.