Course Descriptions: Marketing
With over 25 years of university experience, along with experience writing and placing local advertising and working with marketing agencies, Dr. Hanson brings academic and practical knowledge into the classroom. Her students have engaged in classroom consulting projects for local businesses and organizations including Cheerwine, Carson-Dellosa Publishing, and the High Point Community Concert Association. Through her work as faculty advisor for the American Marketing Association, her students have been recognized for marketing plan case competitions for Amazon Prime Student and The Wall Street Journal. Dr. Hanson’s research interests are in advertising and digital marketing. Her research has appeared in several publications, including the Journal of Consumer Affairs , the Academy of Marketing Studies Journal , and the International Journal of Internet Marketing and Advertising . Dr. Hanson earned her Ph.D. in Marketing from the University of Maryland, her MBA from the Fuqua School of Business at Duke University, and her Bachelor of Arts with Honors in Economics from the University of North Carolina at Chapel Hill. She proudly serves as Chair of the Department of Marketing and as Zenon C.R. Hansen Professor of Marketing.
MKT 2110. Principles of Marketing and Personal Selling. A study of basic commodities and manufactured goods from producer to consumer. Specific areas to be covered include consumer motivation, marketing research, marketing institutions, distribution, promotion, professional selling, product offering and pricing. Four credits.
MKT 3180. Marketing Communications. An in-depth analysis of the persuasive communications efforts of the firm to market its products. All aspects of the promotional blend (advertising, personal selling, sales promotion and publicity) will be explored as they relate to the objectives of the firm. Prerequisite: MKT 2110 or COM 1110. Four credits.
MKT 3200. Consumer Behavior. An in-depth study of the consumer and the relationship of consumer behavior to pricing, advertising, product development, distribution and marketing strategies. It is an intense examination of the purchase decision and how these decisions affect the buying process. It is a study of how the consumer world is influenced by the actions of marketers. Prerequisite: MKT 2110. Four credits.
MKT 3300. Marketing Research. A study of the techniques and practices of marketing research. Qualitative and quantitative research methods are explored in a handson fashion. Factors are examined that can affect research
Dr. Cynthia Hanson
both negatively and positively. Emphasis is placed on becoming an effective user of marketing research for decision making at all levels of management. Prerequisites: MKT 2110, and MTH 1130 or higher. Four credits.
MKT 3750. International Marketing. A study of the realities of conducting business between countries. Subjects covered include marketing, financial, legal and political considerations, transportation, and international trade terminology. Prerequisite: MKT 2110. Four credits.
Miguel A. Sahagun holds the esteemed position of Charles T. Ingram Associate Professor of Marketing. He obtained his Ph.D. in Marketing from The University of Texas Pan America, his MBA from the University of Texas at Brownsville, and his foundation in engineering, essential to interdisciplinary approach, from the Instituto Tecnologico y de Estudios Superiores de Occidente in Mexico, where he earned a Bachelor Degree of Industrial Engineering. His career spans an impressive 30 years during which he has navigated both the corporate and academic landscapes. His corporate tenure was predominantly marked by contributing to the automotive and furniture industries where he honed his expertise in Industrial Engineering and Operations Management. He maintains an active presence within national and international marketing organizations, fostering a global perspective that enriches his teaching and research. His academic reach extends beyond the classroom as he has presented at numerous national and international conferences including the United States, Canada, Cuba, Chile, China, Ecuador, Greece, Mexico, Morocco, Peru, Portugal, Romania, and Spain.
MKT/GBS 3850. Marketing in Spain. The purpose of this course is to enhance your knowledge and understanding of international marketing practice as well as the implications of language in marketing communications, while studying and living in Spain. Students will have the opportunity to analyze some of the marketing problems business face in a different country. This course will be taught in English. Maymester. Prerequisite: MKT 2110. Four credits. [EXPLN]
MKT 4100. Social Media Marketing Strategy. This course examines the basic strategy behind tactical implementation of social media marketing campaigns. Emphasis is given to understanding the basics of social media marketing, effectively reaching target audiences, project management skills, maintaining message consistency, planning, evaluating, and adjusting social
media tactics as needed. Prerequisites: MKT 2110 and junior standing or higher. Four credits.
Ginger Moore joined the business school in the Spring of 2023 teaching Sales and Marketing classes, and currently serves as a Co-Director for the Siegfried Leadership Fellows. Professor Moore has a wide-ranging employment history in the sales and marketing of financial products including Municipal Bonds, Annuities, and Insurance products. A native New Yorker, she began her sales career at prominent Wall Street firms while attending Pace University’s New York City campus in the evenings. She is also an experienced Professor, teaching English as a second language while living and studying in Tokyo, Japan, and spending nearly a decade teaching business in the University of South Carolina system.
MKT 4400. Marketing Management. An intensive study of the elements in the marketing process as it applies to consumer and industrial products and services. Heavy emphasis will be placed on strategic market planning. Four credits. Prerequisites: MKT 2110 and two other MKT courses, junior or senior standing, or permission from the instructor. Four credits.
MKT 4811. Internship for credit. One to twelve credits.
Prof. Carlisle joined HPU fulltime in 2024. His impressive credentials include a B.S. from Carnegie Mellon University, a decade of service as an Intelligence Officer with elite military units, and dual Master’s degrees (MBA/MIM) from Arizona State and Thunderbird AGSIM. His 15-year marketing career spans client-side, ad agency, and entrepreneurial roles across diverse industries including consumer goods, gaming, technology, and healthcare. His award-winning work has been recognized for its strategic excellence and inspired execution. He draws from his experiences in over 35 countries to bring a global perspective to the classroom.
Earl N. Phillips School of Business
High Point University
One University Parkway
High Point, NC 27268 336-841-4521
Dr. Miguel Sahagun
Prof. Ginger Moore
Prof. John Carlisle