Appointments are made on a term-by-term basis. Adjunct faculty are required to successfully complete an online Canvas LMS orientation course before being scheduled, as well as other training if required by the department. This is an on-site blended/hybrid course, students attend class in person 60% of the time and complete the remaining 40% online through Park’s Canvas Learning Management System. Your resume needs to be submitted in the ACBSP format. Local applicants only.

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Minimum Qualifications

PhD or Masters in Marketing. A minimal of 5 years teaching experience is or post-secondary teaching experience preferred. Resume must be submitted in ACBSP format.

MKT631- Consumer Behavior

This course is designed to review behavioral science concepts applicable to understanding behavior of consumers in the marketplace as related to designing marketing strategy. This includes the nomenclature commonly used by marketers to describe the application of consumer behavior knowledge. Understanding situational influences such as information processing, learning and memory, attitude formation and change, post-purchase behavior, ethical/social issues are integral to marketing strategy formulation through an examination of the consumer decision process, a process foundational to the study of consumer behavior.

Topics covered include effects of internal factors (perception, learning, memory, motives, personality, emotions, and attitudes), and external factors (the significance of word-of mouth marketing and the role of opinion leaders) on consumer decision making, information processing, learning and memory, attitude formation and change, post-purchase behavior, ethical/social issues, and effects on marketing strategy.

MKT632 - Strategic Brand Management

This course approaches the study of brand management by illustrating the formulation of strategically sound brand management programs and the evaluation and control of the implementation of key brand initiatives (new products, advertising support, etc.). Focus is on theories and models to develop and manage brand equity. Specific learning modules include customer development, brand strategy development, brand extension development and annual brand planning. Specific attention is focused on case studies and team projects in building, measuring and managing brand equity.

Building and effectively maintaining brand equity is among the top priorities of high performing companies. Effective brand-building and brand management drives superior financial results, consumer loyalty and competitive insulation. This course provides students with insights into how profitable brand strategies can be created and the implications for brand management professionals. The class blends marketing theory and practice to provide perspective on corporate marketing and the brand management function. Therefore, the goal of competitive strategy for a brand is to find a position in the industry where the brand can: 1) articulate a compelling value proposition, 2) defend itself against competitive forces and influence them in its favor and 3) leverage communication resources to sell the brand message and build brand equity.

MKT633 - Digital and Social Media Marketing

This course aims to provide the theoretical knowledge and practical insights for integrating social media and digital marketing into the traditional marketing mix, understanding and engaging social media consumers, and monitoring and measuring the results of these efforts. Students will learn how to manage digital and social media, be able to understand the psychology of online consumers, the impact of digital and social media on traditional marketing strategy, review the digital and social media marketing process, critically evaluate the various social media platforms and online content, and successfully measure the impact of digital marketing efforts. Specific topics to be discussed include: Search Engine Marketing, Google AdWords, Google Analytics and Facebook Insights. Social media technologies are continuously transforming the ways consumers interact with each other and firms. These changes constitute a fundamental shift in the marketplace–consumers have greater opportunities to voice their opinions and connect with other consumers as well as an increased influence over marketers and brands. As a result, the conventional approaches to marketing communications have become more and more challenged. This puts an added emphasis on leveraging social media to engage consumers and propagate ideas, messages, products, and behaviors. This course takes an in-depth look at the relationship between media and human behavior, and examines how organizations capitalize on social media, and these consumer to-consumer interactions, to support their marketing efforts. Students will get hands-on experience creating comprehensive social media strategies for active brands.

MKT634 - Strategic Marketing Simulation

Students will participate in a group simulation activity and will have hands on ‘live’ experience, making strategic marketing decisions that affect the business viability in work teams. Students master the marketing concepts of production, channels of distribution, branding, promotion, segmentation, targeting, pricing and competition as they make decisions that affect the future profitability of the business entity.