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m a r k e t i n g
Provides training in marketing decision-making. Uses case studies simulating
actual business settings to help students develop
analytical abilities and sharpen their communications skills. Covers topics
that range from techniques used to analyze a market to the development of a
total marketing strategy (product policy, pricing policy, promotion policy, and
distribution policy). Prereq. MKT1435 and middler standing.
Focuses on the survey research process and the analysis of data using SPSS.
Covers topics such as problem definition, research design, sampling,
questionnaire design, data collection, and data analysis. Students expected to
work on group projects. Requires no previous computer experience. Prereq.
MKT1331 and MSC1201.
A capstone marketing course, required of all students with a marketing
concentration. Focuses on the formulation of marketing strategy at a policy
level and its implementation in a dynamic environment. Prereq. MKT1331 and
senior standing.
A survey course designed to provide an overview of the role of marketing in
business and society. Considers the planning, implementation, and evaluation of
marketing efforts in both consumer and industrial firms and in profit and
nonprofit organizations. Examines contemporary issues in marketing that can
affect organizational success. Prereq. Sophomore standing.
Explores the dynamics of retailing and the range of firms that make up the
retailing industry. Examines the functions, practices, and organizations of
various store types. Focuses, through casework, on those retailers who hold
leadership positions in key retailing disciplines, such as customer service,
operations management and TQM, market orientation, technology and research and
development, human resources, image management, e-commerce, and international
expansion. Examines the future of retailing and the impact of e-commerce.
Prereq. MKT1435 and junior standing.
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MKT 1503
Retail Merchandising and Control
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4 QH |
Takes the conceptual elements of MKT1501 and brings them to a practical and
real-world project. Requires students to work as consultants to an actual
retailer, focusing on the key retailing disciplines outlined in MKT1501.
Students thoroughly review key elements for each retailer and provide detailed
analysis of merchandising, display, margins, trends, buying and channel issues,
pricing, inventory control, and expense control. Future directions are
suggested to each retailer. Prereq. MKT1435 and MKT1501 or permission of
instructor.
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MKT 1515
Marketing in the Service Sector
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4 QH |
Provides a basic treatment of methods and techniques for marketing in the
service sector, which includes sports, recreation, public service, banking,
insurance, and hotels. Analyzes a number of descriptive studies covering the
application of marketing principles in key service areas as well as the
principles themselves. Prereq. MKT1435 and junior standing.
Explores the impact of the Internet, the World Wide Web, television, digital
media, and other emerging technological innovations on the marketing of goods
and services. Offers students the opportunity to study how electronic commerce
and marketing have altered the business landscape and affected the traditional
relationships between firms, intermediaries, and customers. Investigates how
firms are taking advantage of these new technologies to improve their marketing
strategies. Introduces students to theoretical frameworks that help explain
current issues in electronic marketing. Although the focus is on Internet
marketing strategy, phenomena such as television home shopping, database
marketing, and direct marketing are also explored. Prereq. MKT1435 or MKT1735
and junior standing.
Focuses on the management of the advertising function in relation to a firm's
overall marketing objectives. Approaches the subject from the perspective of
the user of advertising (for example, the product manager and the marketing
manager). Uses case studies and text material to help the student develop
decision-making skills. Prereq. MKT1331 and junior standing.
Provides training in effective selling skills and how to manage accounts.
Discusses how customers buy products and services and how this relates to a
company's sales process: prospecting accounts, making sales presentations,
handling customer objections, closing sales, and postsale servicing of
accounts. Also covers current approaches such as relationship and partnership
selling. Prereq. MKT1331 and junior standing.
Provides a comprehensive understanding of the role and responsibilities of a
brand/product manager. Provides students with a practical understanding of the
problems and challenges faced by brand or product managers in both consumer and
industrial settings. Fosters proactive and creative marketing and promotional
thinking. Prereq. MKT1435 and junior standing.
Examines the strategic decisions needed to develop channels of distribution
(manufacturers, wholesalers, and retailers) whose purpose is to deliver
products and services from producer to the end consumer. Places special
emphasis on channel structure, channel design, and channel management,
including the methods of negotiation, cooperation, and coordination, that
channel partners use to operate efficiently and effectively. Prereq. MKT1435
and junior standing.
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MKT 1542
Business-to-Business Marketing
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4 QH |
Examines corporate buyers and how they differ from household buyers/consumers.
Studies company-to-company marketing and how it differs from consumer products
marketing. Covers product and pricing elements as well as the role of
industrial distributors and sales organizations. Prereq. MKT1331 and junior
standing.
Focuses on the challenges and decisions managers face in creating, developing,
launching, and managing new products and services. Special emphasis is given to
the stages of the new product development process, the information needs in
each stage, and approaches for gathering needed information. Prereq. MKT1331
and junior standing.
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MKT 1553
Foundations of Consumer Behavior
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4 QH |
Helps students develop an understanding of consumer attitudes and behavior
processes as the basis of the design of marketing problems. Considers economic
and behavioral models of consumer behavior and underlying behavioral theories
and concepts. Prereq. MKT1331 and junior standing.
Allows the student who has received approval to undertake independent study in
lieu of any course required in the various concentrations. Students present
proposals to an Independent Studies Committee for evaluation and approval.
Every proposal requires a detailed outline of the objectives and plan of study
and must be accompanied by a supporting statement from the supervising faculty
member under whose direction the study will take place. A copy of the final
report prepared by the student is presented to the appropriate Independent
Studies Committee. Further information about the Independent Studies Program
can be obtained from concentration coordinators.
Same as MKT1591.
Same as MKT1591.
Independent Study
Same as MKT1591.
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MKT 1735
Introduction to Marketing (Honors)
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4 QH |
Provides an overview of the role of marketing in business and society.
Considers the planning, implementation, and evaluation of marketing efforts in
both consumer and industrial firms and in profit and nonprofit organizations.
Examines contemporary issues in marketing that can affect organizational
success Prereq. Sophomore standing and honors participation.
Introduces those aspects of marketing that are unique to international business
within the framework of traditional functional areas of marketing. Focuses on
the environment and the modifications of marketing concepts and practices
necessitated by environmental differences. Includes such topics as cultural
dynamics in international markets, political and legal environmental
constraints, educational and economic constraints, international marketing
research, international marketing institutions, and marketing practices abroad.
Prereq. MKT1331 and junior standing.
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