Earning Criteria

• BUS 4515: Introduction to Marketing: This class is focused on marketing strategy and has students completing an environmental scan, segmenting a target market and creating relationships with those markets. Once the strategy has been set, brand management is utilized along with using marketing tactics as levers to bring value to the customer. The course provides you with a lens through which you may view the world as a marketer, relating marketing principles to consumer and business actions.
• BUS 4520: Digital Marketing: This class is focused on the tactical execution of a marketing strategy. We'll review the latest digital content marketing methods such as search engine marketing, social media (TikTok, Instagram, LinkedIn and Discord) and digital advertising. Along with these tools, we'll review how data is used to inform decisions to create build brand equity.
• BUS 4527: Strategic Marketing in the Outdoor Recreation Industry: this sprint will enable students to develop a rigorous planning process for making strategic marketing decisions in the outdoor recreation industry. By the end of the sprint, students should be able to understand the applications and limitations of the principal planning tools a marketing manager has at their disposal.
• Students must complete all three courses above, earning a minimum of 80% or B- final grade and complete all assignments. Students will also create a strategy document in BUS 4515; update that document with a digital campaign in BUS 4520 and finalized in BUS 4527 with strategy and tactics learned from the guest lecturers. If there is no change to their projects, students will write a reflection paper on all five guest lecturers reflecting on what they learned.