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Marketing (MKTG)Head of Department: Professor Robin Coulter 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; open to juniors or higher. 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. (208) Either semester. Three credits. Prerequisite: MKTG 3101; open to juniors or higher. 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; open to juniors or higher. 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. (280) Either semester. Three credits. Prerequisite: MKTG 3101 and OPIM 3103; open to juniors or higher. 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, 3260, and senior class standing. Provides students with a systems approach to strategic market analysis and planning, particularly related to product design, branding, customer management, pricing, promotion, and distribution decisions in the context of a competitive global market. Students will learn the components of and develop a marketing plan. 3370. Global Marketing Strategy (270) First or second semester. Three credits. Prerequisite: MKTG 3101. 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. (252) 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 BADM 3752. 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; open to juniors or higher. Not open to students who have passed or are currently enrolled in BADM 4753. Students need a laptop computer with an internet browser. Develops two key abilities of successful professional salespeople: the ability to develop and work in sales teams, and the ability to use Customer Relationship Management (CRM) sales concepts and technology to maximize the effectiveness and efficiency of selling efforts across a portfolio of sales opportunities. This experiential course expands on the concepts mastered in Professional Selling during a semester-long, business-to-business 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. Not open to students who have passed or are currently enrolled in BADM 4754. Provides students with the techniques and skills to understand and engage in sales force management (with particular emphasis on organizing the sales force, recruiting, training, compensation, motivation, forecasting, territory design, evaluation, and control), and to develop strong leadership abilities. Learning tools include: experiential learning, work groups, case studies, and the development and presentation of a sales and marketing plan. 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 or BADM 3625. 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 1000Q or 1100Q; MKTG 3101 or BADM 3750; open to juniors or higher. Not open to students who have passed or are currently enrolled in BADM 3756. 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. (281) Either semester. Three credits. Prerequiste: MKTG 3260; open to juniors or higher. 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. New Media Marketing Strategies (265) First and/or second 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 BADM 3755. Provides students with both an understanding of the role of media in marketing strategy and how to use new media to understand and communicate with consumers using new media. Particular attention will be on how companies can and do leverage new media to develop a competitive advantage in the marketplace, and how consumers use new media to engage in and co-create marketplace experiences. 3753. Entrepreneurial Marketing First and/or second 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 BADM 3753. Focuses on the key marketing concepts and practices relevant to entrepreneurial ventures when introducing new products and services. It focuses on the assessment of market potential, marketing strategies and decisions in the context of limited resources and conditions of risk and market uncertainty, and the role of marketing in the commercialization process. Attention is given to product, pricing, promotion, and distribution decisions, and customer relationship management to co-create value with the customer. 3757. Strategic Brand Management First and/or second 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 BADM 3757. Provides students an understanding of customer behavior in relation to marketing strategies in building, leveraging, and enhancing brand equity and formulating strategic brand decisions, such as positioning and designing brands, building and leveraging brand community, measuring brand assets and brand performance, managing global brands, providing brand stewardship, and managing brand extensions. Provides concepts and perspectives relevant for any market offering (public/private, profit/nonprofit, commercial/noncommercial). Students will conduct a brand assessment project - a brand equity audit or brand marketing plan.
(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; open to juniors or higher. 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. (293) Either or both semesters. Credits and hours by arrangement, up to a maximum of six credits. Prerequisite: Open to juniors or higher. Consent of Department Head required, prior to student's departure. Special topics taken in a foreign study program. (298) Either semester. Credits and hours by arrangement. Prerequisite: Announced separately for each offering; open to juniors or higher. With a change in content, may be repeated for credit. Classroom course in special topics as announced in advance for each semester. (299) Either or both semesters. Credits by arrangement, not to exceed six in any semester. Prerequisite: Open to juniors or higher. 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; open to juniors or higher.
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