Marketing (MKTG)

Head of Department: Professor Robin Coulter
Department Office: Room 349, School of Business

For major requirements, see the School of Business section of this Catalog.

The School of Business requires students at the Storrs campus to participate in the Mobile Computing Initiative before registering for the courses listed below. See the School of Business Catalog section for details about how the program operates.

3101. Introduction to Marketing Management

(201) Either semester. Three credits. Prerequisite: ACCT 2001; ECON 1200 or both 1201 and 1202; ENGL 1010 or 1011 or 3800; MATH 1071, or 1122 or 1132; STAT 1000 or 1100. Not open to students who have passed or are taking BADM 3750.

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.

3208. Consumer Behavior

(208) Either semester. Three credits. Prerequisite: MKTG 3101. Not open for credit to students who have passed, or are currently enrolled in, MKTG 3209.

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.

3209. Industrial Buyer Behavior

(209) Either semester. Three credits. Prerequisite: MKTG 3101. Not open for credit to students who have passed, or are currently enrolled in, MKTG 3208.

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.

3260. Marketing Research

(280) Either semester. Three credits. Prerequisite: MKTG 3101 and OPIM 3103.

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.

3362. Marketing Planning and Strategy

(282) First or second semester. Three credits. Prerequisite: MKTG 3101, 3208 or 3209, 3260, 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.

3370. Global Marketing Strategy

(270) First or second semester. Three credits. Prerequisite: MKTG 3101; MKTG 3208 or 3209; MKTG 3260 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.

3452. Professional Selling

(252) Either semester. Three credits. Prerequisite: MKTG 3101 or BADM 3750; open to juniors or higher.

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.

3453. Advanced Professional Sales

(253) Either semester. Three credits. Prerequisite: MKTG 3101 or BADM 3750 and MKTG 3452 and consent of instructor; open to juniors or higher .

Focuses on three major issues: using current technology to maximize sales efforts' effectiveness and efficiency, introducing the concepts of Customer Relationship Management (CRM) and team selling concepts and practices. As an experiential course, its focus is on using the tools to enhance the selling process and includes such topics as: consumer databases, communicating with diverse and widely distributed customers efficiently, using CRM technology, concepts of team selling and expanding on the concepts mastered in Professional Sales I. Learning tools will include: work groups, case studies, and special projects and a team selling role-play.

3454. Sales Management and Leadership

(254) Either semester. Three credits. Prerequisite: MKTG 3101 or BADM 3750 and MKTG 3452; open to juniors or higher.

Focuses on two major areas: the activities and problems of sales force management (with particular emphasis placed on organizing the sales force, recruiting, training, compensation, motivation, forecasting, territory design, evaluation, and control) and the distinction between management and leadership (with emphasis on the common characteristics of well-known leaders and how they developed into leadership roles). Learning tools include: interaction, experiential learning (actual management of a student sales force), work groups, case studies, and special projects and presentations.

3625. Integrated Marketing Communications

(225) Either semester. Three credits. Prerequisite: MKTG 3101 or BADM 3750; open to juniors or higher. Not open to students who have passed or are currently enrolled in COMM 4800.

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.

3627. Product and Price Policies

(227) First or second semester. Three credits. Prerequisite: MATH 1071, or 1122 or 1132; STAT 1000QC or 1100QC; MKTG 3101 or BADM 3750; open to juniors or higher.

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.

3661. Database Marketing

(281) Either semester. Three credits. Prerequiste: MKTG 3260.

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.

3665. Marketing on the Internet

(265) First and/or second semester. Three credits. Prerequisite: MKTG 3101 or BADM 3750 .

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.

4891. Professional Practice in Marketing

(289) 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).

Provides 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.

4893. Foreign Study

(293) 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.

4895. Special Topics

(298) 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.

4899. Independent Study

(299) 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.

4997. Senior Thesis in Marketing

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