B.S. in Marketing

COURSE CONTENTS

Fall Semester

Spring Semester

COURSE DESCRIPTION

MKT 101: Introductory Marketing:-

This is a survey of the essentials of marketing. Covers the nature of marketing and its environment, selecting target markets, marketing research, customer behavior, and forecasting sales. Emphasis on marketing strategy planning. Course satisfies the program prerequisite of marketing for master's degree programs.

MKT 110: Principles of Marketing 1:-

The role of marketing in society. Markets, marketing institutions, and marketing functions with emphases on product, price, marketing communication, and marketing channel decisions. Structure, functions, principles and methods employed in discovering and translating consumer needs and wants into product and service specifications and then transferring these goods and services from producers to consumers or users.

BUS 102:Introductory Statistics:-

This course satisfies the prerequisite of statistics for master's degree programs. The concepts of statistical notation, probability are covered as well as the principles of estimation using the central limit theorem.

Prerequisite ECO 101

Prerequisite FIN 103

MKT 120: Principles of Advertising I:-

Advertising purposes, principles and procedures; development of appeals, media selection, layout, copy preparation; measures of advertising effectiveness.

MKT 113: Marketing Fundamentals:-

A survey of marketing designed to serve various groups of students - those from other colleges/departments who would like to develop a broad understanding of marketing, those who are undecided about a major and would like to explore marketing as a possibility; and those who desire to take a contemporary marketing course to assist them in their present career path.

MKT 120: Principles of Marketing II:-

This course examines the basic marketing principles practiced by modern organizations, including product development, distribution, promotion, and pricing. It is the foundation course for more advanced marketing courses.

MKT 123: Principle of Advertising II: -

This is an introductory course dealing with the theories, methods, and practices of modern advertising including regulations and ethics. The course gives the student hands-on experience producing advertising campaigns including graphics and media selection.

MKT 124: Principles of Retailing: -

The application of retailing principles to real-world issues. Students are challenged to solve retailing scenarios using an "experience-based" format. Prerequisite SCM 109

MKT 126: Fundamentals of Consumer Behavior: -

Study of how consumers select, purchase, use, and dispose of goods and services. Includes analyses of how markets and others influence these processes. Application of concepts and methods of the behavioral sciences to marketing management decision making.

MKT 127: Fundamentals of International Marketing: -

Introduction to terms used in international marketing and sources of information on international markets. Development of sensitivity toward foreign business environment and familiarity with operations of multinational corporations.

MKT 128: Principles of Selling:-

Emphasis on personal and professional development, interpersonal skills, verbal and written presentation skills, understanding sales and buying processes, and developing and maintaining customer satisfaction. Topics include developing trust and rapport, consultative selling, prospecting, and territory and account management.

MKT 129: Direct Marketing:-

Survey of all aspects of direct marketing. Traditional direct marketing topics including direct mail, retail direct marketing, print media, and list management. Current topics including electronic media, strategic database marketing, and privacy issues.

MKT 200: Principles of Retailing:-

Study of retail institutions; store organization, location strategy, merchandising, inventory control, customer communication, price determination, and the management of retail salespersons.

MKT 211: Principles Of Global Marketing:-

Study of marketing emphasizing the role global business plays in the success of companies and nations. Includes issues pertaining to the marketing mix in a global business environment along with economic, political, and legal conditions.

MKT 213: Internet Marketing:-

Introduction to business functions using the Internet. Topics include the World Wide Web, discussion groups, email, the different functions and applications of the Internet, and how interactive technologies have changed business and consumer practices. Emphasis on the effect of the use of interactive technology on a company’s existing market mix and current and potential uses of the Internet for marketing tactics and strategies.

MKT 215: Career Marketing:-

Designed to help students explore career opportunities, successfully job hunt, and become acquainted with the business environment. Job search strategies, setting career goals, business ethics, business communication skills, and business etiquette. Open only to marketing majors or by consent of department.

MKT 216: Business Marketing:-

Basic understanding of creating marketing exchanges among institutions, organizations, and individuals for purposes other than consumption. Focus on buying processes, buying influences, institutional relationships, and ethical exchange management activities.

MKT 217: Business-To-Business Selling:-

(Developing business-to-business selling processes over the telephone (inside selling) with particular emphasis on pre-call planning, prospecting and qualifying, developing value statements, and follow-up. Introduction to and hands-on application of a Customer Relationship Management (CRM) system and other technologies. Students build and maintain a database related to the sales program.

MKT 219: Buyer Behavior:-

Analysis of consumer and organizational decision making based on theories from the behavioral sciences. Attention given to the how and why of purchasing decisions and pre-purchase deliberation. Emphasis on the use of buyer behavior to develop marketing strategy.

MKT 221: Marketing and Management Principles I:-

A study of marketing concepts and principles and their practical application. Students will examine risks and challenges marketers face to establish a competitive edge. Subject matter includes economics, marketing foundations/functions with emphasis on selling, promotion, product/service management, pricing and distribution. In addition, this course will explore human resource and leadership development

MKT 223: Sales and Techniques of Selling:-

This course examines the basic principles, methods, and techniques of selling. Students learn formalized sales procedures and practice these skills using individual sales demonstrations and/or sales presentations. Students also explore verbal and non-verbal sales cues, the psychology of selling, sales strategies, and specialized selling situations.

MKT 231: Creative Advertising:-

An advanced course in the creation of broadcast and print advertising. Emphasizes strategic planning, developing creative concepts and assistance in writing and polishing copy and visuals within an ad, execution of finished product, and refining presentation skills.

MKT 234: Industrial Marketing:-

This course offers an overview of marketing as it applies to raw material suppliers, manufacturers, and middlemen. This includes industrial demand, marketing intelligence systems, product and service components, channels of distribution, pricing, promotion, and control.

MKT 236: Public Relations:-

This course will provide a theoretical background of the use of public relations in the private and public sector, along with an overview of when to use public relations tools and techniques. The emphasis of the course is on the strategic function of public relations. Specific discussion on media relations, and public relations ethics will be highlighted.

MKT 241: Business in Society:-

Thiscourse looks at the concept of corporate citizenship to address the role of business in society. It explores best business practices to examine issues of ethical decision making and stakeholder relations. The course examines legal, economic, environmental, social and philanthropic elements to build this framework.

MKT 236: Retail Merchandising:-

Designed to provide students with a knowledge of retailing institutions' principles and practices with special emphasis on the following: layout and store design; organization; the buying function; pricing strategies; store services; security. A study of the interrelationship of merchandising with retail advertising, sales promotion and sales techniques.

MKT 311: Communication Tools & Media: -

Thisapplied course will walk students through the various communication tools available to best meet the needs of the intended audience and the organization and will incorporate the ability to assess the usefulness and appropriateness of tools for messages to be transmitted. Media relations and publicity is a major focus.

MKT 300: Service Learning in Marketing: -

This service component for an existing course incorporates community service with classroom instruction in Marketing to provide an integrative learning experience that addresses the practice of citizenship and promotes an awareness of and participation in public affairs. Includes 40 hours of service that benefits an external community organization, agency, or public service provider. Approved service placements and assignments will vary depending on the specific course topic and learning objectives; a list of approved placements and assignments is available from the instructor and the Citizenship and Service Learning Office.

MKT 312: Database Marketing Management:-

Intensive examination of the concepts and tools to manage and utilize a marketing information system. Emphasis on using database information in a marketing context. Topics include sources of marketing data, the use of statistical tools to identify marketing opportunities, the use of mapping tools in marketing, and an introduction to neural networking and its use in marketing information systems.

MKT 313: Marketing Research:-

Basic research techniques designed to introduce the student to modern research procedures and the research process. Emphasis placed on research techniques to collect, analyze, and interpret research information as a basis for improved decision-making; and for the development of marketing strategies and policies.

MKT 315: Promotion Management and Implementation:-

A study of the promotional mix. Attention is focused on sales promotion, its design and implementation; including research, planning, target market assessment, budgeting, vehicle selection, and measures of efficiency and effectiveness. Topics include the buying and selling of mix elements, both traditional and non-traditional.

MGT 418: Organizational Leadership:-

This course involves studying the role of organizations in the community as well as skill needed to run an effective organization. Areas of study include leadership styles, interpersonal skills, communication skills and the integration of other subject matter.

MKT 318: Entertainment and Services Marketing:-

The study, observation and application of specialized principles and practices in the area of entertainment, marketing of sports, performing arts, concerts, conventions and exposition activities.

MKT 320: Promotional Strategy:-

Principles, concepts, and problems involved in the development and implementation of promotional strategies. Coordination of a variety of promotional elements: advertising, sales promotion, direct marketing, public relations and publicity of web communications, and personal selling.

MKT 321: Sales Management:-

This course is a study of the concepts needed to respond to customer wants and needs through planned personalized communication that influences purchase decisions, ensures satisfaction, and enhances future business opportunities. Subject matter will include selling strategies, psychological and social factors influencing buying and selling, career opportunities, and technological integration in selling. Functional aspects of sales force management; personal selling methods; procedures for recruiting, selecting, and training new salespeople; compensation and expense control systems; problems of sales force motivation and supervision; methods of territorial and quota assignment; sales department budgets; distributor-dealer relations; other selected topics.

MKT 322: Strategic Marketing Management:-

Analysis of major elements of strategic marketing management. May include case studies or business simulations involving decision making using marketing tools from previous courses.

MKT 324: Fundamentals of Marketing Research:-

Marketing research techniques: problem formulation, research design, questionnaire construction, sampling, data collection procedures, and analysis and interpretation of data related to marketing decisions.

MKT 325: Customer Relationship Management:-

Examines how customer data can be used to enhance decisions relating to acquisition, development and retention. Topics include customer lifetime value, customer as assets, customer loyalty programs and customization.

MKT 336: Retailing:-

Basic areas of retail management: buying, merchandising, retail promotion, store location, store layout, credit management, and inventory control. Emphasis on practical application of retail management principles.

MKT 380 Creative Advertising:-

MKT 401: Advertising & Public Relations:-

Advertising and Public Relations is designed to develop an understanding of concepts and strategies needed to communicate information about products, services, ideas and/or images to achieve a desired outcome.

MKT 411: Entrepreneurship:-

The course will include enhanced marketing information as it relates to entrepreneurial activities. Subject matter will include introductory entrepreneurial concepts, business plan development, management responsibilities, and legal and ethical issues of business ownership.

MKT 412: Exploration of Marketing and Management:-

This course is designed to introduce and provide an overview of marketing, management, and related employment opportunities. Students will explore important marketing concepts, functions, communication, and interpersonal skills necessary for marketing and management careers.

MKT 414: Financial Services Marketing:-

The course will include basic marketing concepts relevant to the finance industry. Subject matter will include financial services marketing, banking and investment services, operations, mathematical calculations, credit and collections, business financing and insurance and risks.

MKT 416: Market Research & Analysis:-

Marketing Information Management is a course of study that focuses on the system (planning, collecting, processing information, and implementing information) for conducting research to determine marketing strategies

MKT 418: Sports and Entertainment Marketing:-

Sports and entertainment marketing will include a specialized marketing course which is designed for students to develop skills in the areas of facility design, merchandising, advertising, public relations/publicity, event marketing, sponsoring, ticket distribution, and career opportunities as they relate to the sports and entertainment industry.

MKT 419: Advanced Professional Selling:-

Focus on major account selling, coordination between a salesperson and the firm’s other functional areas, team selling, negotiation, career management, and personal productivity. Student presentations in group settings, exposure to software which aids salespeople, close work with an actual salesperson, and relation of theory to practice.

MKT 423: Product Planning and Development:-

Examination of the factors influencing product planning and pricing decisions of the firm from idea generation to market introduction. Topics include idea generation, concept testing, pricing strategy, industry and market analysis, and test marketing.

MKT 424: Marketing and Management II - Advanced Strategies:-

This course is a study of marketing concepts and principles used in management. Students will examine challenges, responsibilities and risks managers face in today's workplace. Subject matter includes finance, entrepreneurship, risk management, marketing information systems, purchasing, human resource skills, and leadership development.

MKT 425: Retail Operations:-

This course will include the various components of the retail trade. The subject matter will include marketing concepts, economic concepts, information management, finance and risk management, distribution and inventory, buying and pricing, promotion, selling, customer service, retail careers, integration with academic subject matter, the vocational student organization and the cooperative work experience. In this course, the student will learn that retailing is a significant and vital component to the United States economy and is quickly becoming an integralpart of the global economy. Throughout the course the student will be made aware of the importance of retailing in its various forms as the final step in getting products and services to consumers in the market place. This course may be specialized to a specific area such as fashion retailing.

MKT 426: Services Marketing:-

This course will include the various components of marketing as they apply to a variety of personal and business services. Forecasts for the twenty- first century indicate that personal and business services will be one of the fastest growing occupational areas.

MKT 431: Technical Marketing:-

This is a specialized marketing course which is designed to allow students to explore the facets of technology in the field of marketing. The course includes an overview of the various technological advances and the role of technology within the field of marketing.

MKT 435: International Marketing:-

This course is an introduction to the problems associated with managing marketing operations in international companies. It introduces students to organization, principles, policies, procedures, ethics, and techniques used in efficient and effective marketing of products and supplies by business and industry in international marketing. It provides students with concepts and ideas for solving business problems dealing with international marketing.

MKT 470: Interactive Marketing Technology:-

Analysis of the technology used to support interactive marketing systems for business to- business and business-to-customer marketing strategies. Topics include Web page design and implementation, collection and analysis of customer information, and ethical, privacy, and security issues. Applications-oriented approach requiring students to use software to create and implement a marketing Web page and perform many of the hardware related tasks of interactive marketing.

MKT 499: Graduate Research Project