Marketing (MKTG)

201. Introduction to Marketing Management

Either semester. Three credits. Prerequisite: ACCT 131, ECON 111 and 112 or 102, ENGL 110 or 111,MATH 106, or 114 or 116, STAT 100 or 110. Not open to students who have passed or are taking BADM 250. 

An introduction to the marketing system, its foundations and institutions. Students are exposed to product, promotion, price, distribution decision areas, strategic alliances, relationship marketing, and total marketing quality.

208. Consumer Behavior

Either semester. Three credits. Prerequisite: MKTG 201. Not open for credit to students who have passed, or are currently enrolled in, MKTG 209. 

The analysis of consumer decision processes as they relate to marketing management decision areas. Several models of consumer behavior are studied as are the psychological phenomena of learning, motivation, and attitude development, and the sociological influences of social class, reference groups and culture.

209. Industrial Buyer Behavior

Either semester. Three credits. Prerequisite: MKTG 201. Not open for credit to students who have passed, or are currently enrolled in, MKTG 208. 

This course provides an analysis of industrial markets and develops the tools required to thoroughly analyze these markets for marketing strategies. Differences between consumer and industrial products and services will be emphasized. Emphasis will be on high technology products and services.

225. Integrated Marketing Communications

Either semester. Three credits. Prerequisite: MKTG 201 or BADM 250. Not open to students who have passed or are currently enrolled in COMM 280 or COMS 220. 

The design, coordination, integration, and management of marketing communications. The course focuses on advertising and sales promotion with an emphasis on the competitive and strategic value of communications in the marketplace.

227. Product and Price Policies

First or second semester. Three credits. Prerequisite: MATH 106, or 114 or 116; STAT 100QC or 110QC; MKTG 201 or BADM 250

Consideration in depth of the product and price variables as elements of marketing strategy and tactics. Emphasis will be placed on conceptual as well as decision-making aspects. The roles of technology, social change, innovation and creativity are included in the treatment of product. Institutional, behavioral, governmental and economic factors are included in the treatment of price.

252. Professional Selling 

Either semester. Three credits. Prerequisite: MKTG 201 or BADM 250.

This course focuses on the tactical and strategic aspects of the professional selling process with particular emphasis upon managing the complex sale. Topics include account entry strategies, effective investigative techniques, objection prevention, the client decision process, negotiation skills, and account development strategies. Learning tools will include: participant interaction, role plays, work groups, and case studies. 

253. Sales Force Automation

Either semester. Three credits. Prerequisite: MKTG 201 and 252 and consent of instructor. 

This course focuses on using technology to maximize sales force efficiency. Its focus is on enhancing the selling process and includes such topics as: building customer databases, segmenting and targeting high-value customers, forecasting sales opportunities, and communicating with customers efficiently utilizing customer relationship management technology. Learning tools will include: work groups, case studies, and special projects.

254. National/Global Account and Sales Management

Either semester. Three credits. Prerequisite: MKTG 201 or BADM 250 and MKTG 252.

This course focuses on managing large national/global accounts as well as the activities and problems of sales force management. Particular emphasis is placed on organizing the sales force, recruiting, training, compensation, motivation, forecasting, territory design, evaluation, and control. Learning tools  include: interaction, role-playing, work groups, case studies, and outside business interactions. 

265. Marketing on the Internet

First and/or second semester. Three credits. Prerequisite: MKTG 201 or BADM 250 .

Topics include comparisons of business models in physical space and cyberspace and integration of marketing efforts among the world-wide-web, and other means of communications, distribution, and selling. This course relies on the Internet as a teaching tool. Students need access to a computer with an Internet Browser.

270. Global Marketing Strategy

First or second semester. Three credits. Prerequisite: MKTG 201; MKTG 208 or 209; MKTG 280 and senior class standing. 

A study of the marketing concepts and analytical processes used in the development of programs in international markets. The course emphasizes comparative differences in markets, marketing functions, and political considerations. It includes the application of a systems approach to the evaluation of opportunity and to the solution of major global marketing problems. Emphasis is placed on the analysis and synthesis of marketing programs to determine the appropriate marketing mix for various international business enterprises.

280. Marketing Research

Either semester. Three credits. Prerequisite: MKTG 201 and OPIM 203. 

This course covers strategies and techniques for obtaining and using market information from consumer and business-to-business markets. Emphasis on: translating managerial problems into research questions, designing research, selecting alternate research methods, and analyzing and interpreting market research data. Students gain hands on, computer based experience in analyzing market data.

281. Database Marketing 

Either semester. Three credits. Prerequiste: MKTG 280. 

The course introduces students to the concepts, technology and quantitative tools for creating, maintaining and exploiting customer databases. The course will have a strong hands-on methodological orientation with emphasis on applications involving real customer data. Students will learn about quantitative tools including those used for experimentation in test markets and measurement of customer lifetime value. Applications will include prospecting, market segmentation and targeting, product customization, cross-selling, brand equity, customer loyalty programs, and valuation of customers. The applications will span several different types of businesses including online retailing, financial services, high tech services, and traditional catalogue companies.

282. Marketing Planning and Strategy

First or second semester. Three credits. Prerequisite: MKTG 201, 208 or 209, 280, and senior class standing. 

The application of a systems approach to the evaluation of opportunity and to the solution of major problems from the perspective of the top marketing executive. Emphasis is placed on the analysis and synthesis of marketing programs to determine the appropriate marketing mix for various business enterprises.

289. Professional Practice in Marketing

Either or both semesters. One to three credits. Hours by arrangement. Prerequisite: completion of Freshmen - Sophomore level School of Business requirements and consent of instructor and Department Head. Students taking this course will be assigned a grade of S (satisfactory) or U (unsatisfactory).

This course is designed to provide students with an opportunity for supervised field work in relevant major areas within the Department. Students will work with one or more professionals in the field of marketing. Student performance will be evaluated on the basis of an appraisal by the field supervisor and a detailed written report submitted by the student.

293. Foreign Study

Either or both semesters. Credits and hours by arrangement, up to a maximum of six credits. Consent of Department Head required, prior to student's departure. 

Special topics taken in a foreign study program.

296. Senior Thesis in Marketing

Either semester. Three credits. Hours by arrangement. Prerequisite: Open only to Marketing Department Honor Students with consent of instructor and Department Head.

298. Special Topics

Either semester. Credits and hours by arrangement. Prerequisite: Announced separately for each offering. With a change in content, may be repeated for credit. 

Classroom course in special topics as announced in advance for each semester.

299. Independent Study

Either or both semesters. Credits by arrangement, not to exceed six in any semester. Open only with consent of instructor and Department Head. 

Individual study of special topics as mutually arranged between student and instructor.