Marketing for Leaders (LEA 810)

Term: 2025-2026 Summer

Faculty

Zachary CravenShow MyInfo popup for Zachary Craven

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Greetings and welcome to the course! I am honored to serve as your instructor this term. I hold both my undergraduate and graduate degrees from Liberty University, as well as a PhD from Carolina University. I also completed additional graduate studies at Southeastern Baptist Theological Seminary. My professional background includes experience in pastoral ministry and in both secondary and higher education. In addition, I serve on several nonprofit boards of directors.

Description

This course will explore multiple forms of communication within a leadership role in regards to strategic marketing efforts. Emphases will be placed on writing, listening, speaking (both in verbal and nonverbal cues) and interpersonal communication with multiple consituencies and a variety of audiences. Topics to be addressed include: Development of a Marketing Plan, Primary and Secondary Research, Data Collection Methods, Measuring a Campaign, Cost-Benefits Analysis, and an advanced study of the Marketing Mix. Strategic advertising including utilization of the AIDA model and the use of a variety of social media tools will be addressed.