Marketing

MKT 297 Marketing Internship

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 Applications 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 or higher.

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 or higher.

MKT 327 Direct/Interactive Marketing 3 SH
Direct marketing is also known as interactive marketing, database marketing and direct response marketing. New technologies such as mobile communication devices, interactive television, and new Internet applications are fueling its growth. This introductory course for the interactive marketing option uses applications for the theories and fundamentals of marketing and direct marketing.  Prerequisite: Junior standing and MKT 301 and GPA 2.3 or higher.

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 or higher.

MKT 380 Customer Relationship Management and Database Marketing 3 SH
Customer Relationship Management (CRM) is a customer-centric strategy and process to optimize revenues and profits while increasing the value of an organization’s offering to customers. In particular, databases are examined as a way of maintaining measurable, mutually beneficial relationships with customers. The course will focus on database strategy, database technologies and analysis techniques and the ways in which they support marketing and enterprise-wide CRM programs. This course also examines global, ethical and social issues in CRM and marketing database development. Prerequisite: MKT 301, MIS 260 and FIN 230 or MAT 120, or another statistics course by permission of the instructor; GPA 2.3 or higher.

MKT 398 Faculty Developed Study 3 SH
Prerequisite: GPA 2.3 or higher.

MKT 399 Student Developed Study 1–6 SH
Prerequisite: GPA 2.3 or higher.

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, website 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 or higher.

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); GPA 2.3 or higher.

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; GPA 2.3 or higher.

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: GPA 2.3 or higher. 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.

The following courses also have been approved and are offered periodically:
MKT 322 Retailing Management
MKT 395 Advanced Advertising and Integrated Marketing Communications
MKT 412 Product Development and Management
MKT 455 Business Marketing
MKT 480 Selected Topics in Marketing

 

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