Marketing (MKTG)

Head of Department: Professor Robin Coulter

Department Office: Room 349, School of Business

Major requirements

3101. Introduction to Marketing Management

Three credits. Prerequisite: ACCT 2001; ECON 1200 or both 1201 and 1202; ENGL 1010 or 1011 or 2011; MATH 1070Q and 1071Q or MATH 1131Q and 1070Q/1132Q or MATH 1125Q, 1126Q, and 1132Q/1070Q; STAT 1000Q or 1100Q; open only to Business majors of junior or higher status. 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

Three credits. Prerequisite: MKTG 3101 or BADM 3750; open only to Business majors of junior or higher status. Not open for credit to students who have passed 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.

3260. Marketing Research

Three credits. Prerequisite: MKTG 3101 or BADM 3750;open only to Business majors of junior or higher status.

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

Three credits. Prerequisite: MKTG 3101 or BADM 3750; MKTG 3208, 3260; open only to Business majors with senior 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

Three credits. Prerequisite: MKTG 3101 or BADM 3750; open only to Business majors of junior or higher status. Not open to students who have passed or are currently enrolled in BADM 3370

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

Three credits. Prerequisite: MKTG 3101 or BADM 3750; open only to Business majors of junior or higher status. Not open to students who have passed or are currently enrolled in BADM 3452.

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, and the use of technology to manage a portfolio of sales opportunities. Learning tools will include: participant interaction, role plays, work groups, and case studies.

3454. Sales Management and Leadership

Three credits. Prerequisite: MKTG 3101 or BADM 3750; open only to Business majors of junior or higher status. Not open to students who have passed or are currently enrolled in BADM 3454.

Provides students with concepts and skills to understand and engage in sales force management, and to develop strong sales leadership abilities. Topics include strategic development of a sales force, sales teams, tactical development skills, and the integration with the rest of the organization to fulfill customer needs. Learning tools will include: participant interaction, role plays, work groups, and case studies.

3625. Integrated Marketing Communications in the Digital Age

Three credits. Prerequisite: MKTG 3101 or BADM 3750; open only to Business majors of junior or higher status. Not open to students who have passed or are currently enrolled in COMM 4800 or BADM 3625.

Provides students an understanding of the design, coordination, integration, and management of marketing communications. Students develop an integrated marketing communications campaign using traditional, social, and mobile media with an emphasis on the competitive and strategic value of communications in the marketplace.

3661. Marketing and Digital Analytics

Three credits. Prerequisite:MKTG 3101 or BADM 3750; open only to Business majors of junior or higher status. Not open to students who have passed or are currently enrolled in BADM 3661.

Provides students with basic and advanced analytical tools to address strategic marketing concerns, including topics such as consumer profiling and behavioral targeting, media buying, retail engagement, and search. Students gain hands on computer-based experience in analyzing data.

3665. Digital Marketing

Three credits. Prerequisite: MKTG 3101 or BADM 3750; open only to Business majors of junior or higher status. Not open to students who have passed or are currently enrolled in BADM 3665.

Provides students a framework and tools to develop integrated digital marketing strategies applied to segmentation, targeting, positioning, branding, and the marketing mix in pursuit of long-term marketing objectives.

3753. Entrepreneurial Marketing

Three credits. Prerequisite: MKTG 3101 or BADM 3750; open only to Business majors of junior or higher status. 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

Three credits. Prerequisite: MKTG 3101 or BADM 3750; open only to Business majors of junior or higher status. 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. The course 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.

4891. Professional Practice in Marketing

One to three credits. Hours by arrangement. Prerequisite: MKTG 3101 or BADM 3750; completion of Freshman – Sophomore level School of Business requirements and consent of instructor and Department Head; open only to Business majors of junior or higher status. 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.

4892. Practicum in Professional Sales

Three credits. Hours by arrangement. Prerequisite: MKTG 3101 and consent of instructor; open only to Business students of junior or higher status. Students taking this course will be assigned a final grade of S (satisfactory) or U (unsatisfactory).

Provides students with an opportunity for supervised field work in professional sales. 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

Credits and hours by arrangement, up to a maximum of six credits. Prerequisite: MKTG 3101; open to juniors or higher; consent of Department Head required prior to student’s departure.

Special topics taken in a foreign study program.

4895. Special Topics

Credits and hours by arrangement. Prerequisite: Announced separately for each offering; open only to Business majors of junior or higher status. 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

Credits by arrangement, not to exceed six in any semester. Prerequisite: Open only to Business majors of junior or higher status; open only with consent of instructor and Department Head.

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

4996. Independent Honors Research

Three credits. Prerequisite: MKTG 3260; open to juniors or higher; open only to Marketing Department Honors Students with consent of the instructor.

Students are expected to develop their own plan for a research project, conduct the research, and write up this research, consulting periodically with a faculty member.

4997W. Senior Thesis in Marketing

Three credits. Hours by arrangement. Prerequisite: ENGL 1010 or 1011 or 2011; open only to Marketing Department Honor students with consent of the thesis advisor and the Marketing Department honors advisor; open to juniors or higher.

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