Marketing

MKT 301 Principles of Marketing 3 SH
This course provides students with an understanding of marketing systems and their role within the global economy and individual organizations. The course examines how goods and services are planned, priced, promoted and distributed in order to mutually satisfy customer wants and organizational objectives. Prerequisite: sophomore standing.

MKT 310 Consumer Behavior: Concepts, Research Methods and Application 4 SH
Consumer Behavior is the study of the buying units (e.g., people, family, businesses, organizations, etc.) and the exchange processes involved in acquiring, consuming, and disposing of goods, services, experiences and ideas. Concepts and research methods from marketing and the social and behavioral sciences are applied to describing and understanding decision processes in the context of the global marketplace. Students will examine how marketers use consumer data to make decisions about product development, service, promotion, pricing and distribution channels. This course provides students with an opportunity to explore and apply concepts from the perspectives of the marketer, the consumer and society in general. Prerequisite: junior standing, MKT 301 and FIN 230 (or another basic statistics course) and GPA > 2.3.

MKT 315 Advertising and Integrated Marketing Communications 3 SH
A first course in advertising and integrated marketing communication. Taking a managerial perspective, the course examines the role of both conventional and direct/interactive marketing communications in the functioning of the global business organization. Ethical and social issues are also explored. Prerequisite: junior standing and GPA > 2.3.

MKT 322 Retailing Management 3 SH
Analysis of retail marketing opportunities, retail store location, retail organization, merchandise management, pricing policies and practices, retail promotion, the technology used in retailing, and retail management control systems. Emphasis is on store-based retailing, although retailing on the Internet is addressed. The impact of global marketing on retailers, ethical issues, and other topics are also covered. Prerequisite: junior standing and GPA > 2.3.

MKT 327 Direct/Interactive Marketing 3 SH
Direct marketing is also known as interactive marketing, database marketing, and target marketing. Direct response sales grew at twice the rate of conventional sales in the U.S. in the 1990s, and new technologies such as interactive television and advances in Internet technology promise to continue to fuel that growth. This course applies the theories and fundamentals of marketing to direct, interactive marketing, to prepare students for possible employment in this fast-growing field. In addition to learning what might be called conventional direct marketing, the course also considers the World Wide Web. The Web is a powerful way of conducting business, and it uses the same, one-on-one, interactive marketing methods that are used by direct marketers. Prerequisite: junior standing and MKT 301 and GPA > 2.3.

MKT 333 Sales Management 3 SH
The management approach is applied to an analysis of the sales executive's job, the duties and responsibilities involved, and the planning and implementation of sales and marketing programs. Prerequisite: junior standing and MKT 301 or permission of instructor and GPA > 2.3.

MKT 380 Strategic Marketing Databases 3 SH
The use of databases for maintaining measurable, mutually beneficial relationships with customers is examined. The course will focus on database strategy, database technologies and analysis techniques for marketers, as well as global, ethical and social issues in database development. Prerequisite: MKT 301, MIS 260 and FIN 230 or MAT 120, or another statistics course by permission of the instructor, and GPA > 2.3.

MKT 395 Advanced Advertising and Integrated Marketing Communications 3 SH
A further development of the themes presented in MKT 315, with emphasis on the application of theories presented in MKT 315 to the design and implementation of integrated marketing communication programs. The viewpoint of a practitioner will be assumed, rather than the strategic and managerial viewpoint taken in MKT 315. Prerequisite: junior standing, MKT 315 (or another integrated marketing communication course and permission of instructor) and GPA > 2.3.

MKT 398 Faculty Developed Study 3 SH
GPA > 2.3

MKT 399 Student Developed Study 1–6 SH
GPA > 2.3

MKT 411 E-commerce & Internet Marketing 3 SH
The Internet is rapidly expanding as a commercial medium used by marketing professionals to further organizational goals. This course examines the commercial use of the Internet and analyzes this use in the context of marketing strategy, consumer behavior, advertising, customer service and other business concerns. The course focuses on those activities and strategies that make Internet marketing different from, and more than, developing Web pages. Topics include the development of effective communications strategies, selling strategies, Web site development approaches, content strategies, privacy, security, legal issues, political issues, social implications, and ethical concerns. Prerequisite: MIS 260, MKT 301, junior standing and GPA > 2.3.

MKT 412 Product Development and Management 3 SH
The key to the survival of organizations in the global marketplace is the continual development and proper management of products (goods and services). The processes, strategy formulation, analysis, management, organization, and control of existing and new products in the consumer and business-to-business markets are examined. Particular emphasis is placed on the multidisciplinary process of developing new products. Product development and management tools are examined along with current practices, emerging trends, technology and the social implications of marketing actions. Prerequisite: junior standing, MKT 301 and GPA > 2.3.

MKT 415 Marketing Research: Methods and Applications 4 SH
Marketing research is the systematic and objective process of generating information to aid in making marketing decisions. This process includes specifying what information is required, designing the method for collecting information, managing and implementing the collection of data, analyzing the results, and communicating the findings and their implications. Prerequisite: senior standing, MKT 301, FIN 230 (or another basic statistics course) and GPA > 2.3.

MKT 422 Global Marketing 3 SH
This course examines the organizations, strategies and programs of global marketing. Students will gain a global perspective of marketing various goods and services in both the consumer and business-to-business markets. Emphasis will be on the cultural, economic, political/legal, social, technological and ethical aspects of global marketing. Using a marketing planning model, students will examine global marketing situations, objectives, strategies and marketing programs for both large and small businesses. Prerequisite: senior standing, MKT 301 and GPA > 2.3.

MKT 455 Business Marketing 3 SH
Business marketing involves marketing goods and services to other companies, governmental agencies, and other for-profit and not-for-profit organizations. Business-to-business transactions account for more than half of the economic activity in industrialized countries. This course examines the unique characteristics of business marketing (relative to consumer marketing) and the strategies and programs used by organizations in this market. Other key elements of this course include relationship marketing, technology, e-commerce, ethics, and global business markets. Prerequisite: junior standing, MKT 301 and GPA > 2.3.

MKT 480 Selected Topics in Marketing 3 SH
An examination of an issue, problem, field, methodology, or other subject currently emerging in the business administration literature. The specific topic will be announced at the time of the offering. Prerequisite: junior standing, MKT 301 or permission of instructor and GPA > 2.3.

MKT 490 Marketing Management: Analysis, Planning & Implementation 4 SH
This is the capstone course for all marketing majors and serves to consolidate and strengthen the student’s knowledge of marketing processes and practices. The marketing planning process is the foundation for the course and students will apply planning processes and practices to situations in real organizations. The course will cover strategy development through to program implementation and control. Emphasis will be placed on the collection, analysis and proper utilization of marketing data. Various types of marketing organizations in both consumer and business markets will be examined including those in direct/interactive marketing, service industries and multi-channel marketers. The course will also examine global, societal and ethical issues and the role of marketing in not-for-profit organizations. Prerequisite: This course must be taken after all other marketing courses required for the completion of the marketing degree, or concurrently with the completion of the remaining marketing courses in the marketing major. Students must also have a GPA > 2.3 upon entering the course.


Related Links: