MKT 301 Marketing Management Principles (4)
Topics covered include: marketing’s role in society and the firm, the marketing concept, product planning, consumer behavior, marketing research, channels of distribution, retailing, wholesaling, pricing, promotion, and planning and evaluating marketing strategy. Group discussions, case studies, and spreadsheet software are utilized.
MKT 312 Marketing Management Problems (4)
Marketing Management Problems (MKT 312) is designed to follow and build upon the basic concepts and tools learned in Principles of Marketing Management (MKT 301). While treating the same general subject, marketing management, the main objective of this course is to provide a strategic perspective to the study of management in marketing. Accordingly, much of the course is devoted to strategic applications of basic marketing management principles and concepts.
As a second course in the marketing concentration, MKT 312 seeks to integrate the basic subject matter or marketing management around a strategic framework. Thus, the main focus of the course is on the applications of marketing management concepts to “real world” contexts (i.e., actual companies and the marketing of oneself as a “going concern”). Assignments in the course are organized around this basic principle. Prerequisite: MKT 301.
MKT 321 Advertising Management (4)
MKT 321 will provide you with a fundamental overview of advertising strategy and execution. To understand the foundations of a successful advertising strategy and execution, the course draws upon classic and contemporary advertising. This course is completely online, and unfolds into a set of topics arranged in an order similar to the stages of an advertising strategy.
This course will introduce you to the concept of Integrated Marketing Communications (IMC), which is the approach that more and more marketing and communications professionals are using to face the biggest challenges in the contemporary marketplace. An increased rate of advertising clutter in most traditional media, the rapid growth of the internet, a more product knowledgeable and demanding consumer with an increased variety of options to chose from, higher pressures from manufacturers to retail chains and global economy are only a few characteristics of today’s ever-evolving business environment.
This course will emphasize on the role of all promotional mix elements (advertising, direct mail, sales promotion, public relations, and so on) in the integrated marketing communication (IMC) program of an organization. The development of an IMC program requires an understanding of the overall marketing process, how organizations organize for advertising, customer behavior, communication theory, as well as organizational goals and objectives. The course will include examining the process of planning, developing and executing an integrated marketing communications program.
You will begin reviewing the basic concepts of marketing, communications, segment marketing, positioning, and target market, since they are important tools to use in the definition of our customer or target audience. You will then continue to apply the most common consumer behavior techniques that enable you to understand your target market(s) and, finally, design your own IMC campaign.
You will use real examples of companies and industries in analyzing the concepts of advertising, sales promotion, direct marketing, interactive/internet marketing, public relations and personal selling and the most common techniques for understanding consumer behavior to create an effective promotional campaign that integrates some of these tools targeting specific markets. Additional skills for the creation of visual layouts, media budgeting, ethics and regulations analysis and global market penetration planning are developed. Prerequisite: MKT 301
MKT 378 Marketing for Entrepreneurs (4)
Focuses on marketing activities required by entrepreneurial ventures, including small businesses, franchises, new ventures, non-profits activities, and internal corporate projects. Emphasis is placed on effectively and creatively marketing the innovative venture. This course focuses on the theoretical and practical aspects of marketing entrepreneurial ideas in written and oral form supported by numerical and qualitative arguments. Prerequisite: ENT 375.
MKT 465 Consumer Behavior (4)
Consumer behavior is a broad field that studies how individuals, families and groups acquire, consume, and dispose of goods, services, ideas, and experiences. This course provides an integrated view of consumer behavior that draws on psychological, economics, anthropological, and contemporary Euro-American life, but around the world. Major portions of our lives are spent anticipating, engaging in, and remembering consumption activities. The principles of consumer behavior are useful to business managers, government regulators, non-profit organizations, and everyday people. For marketing managers, knowledge of consumer behavior has important implications for environmental analysis, product positioning, segmentation of the marketplace, and design of the marketing mix.
Learning is a fundamentally social process that occurs when individuals work together to creating shared understanding and knowledge. Learning proceeds more fruitfully when relationships are personal as well as professional. To that end, in this class, we will work to create a learning community by emphasizing active learning, cooperation among students, student-faculty contact and diverse talents and ways of learning.
In this course, the student will explore how perceptions, learning, memory, personality, and attitudes influence consumer behavior, how consumption changes during one’s life cycle, and how powerful cultural and subcultural influences have an impact on consumers. Prerequisite: MKT 301
MKT 470 Marketing Research (4)
Through the use of cases, exercises, and projects, the course reviews the application of research methods to gather marketing information. Applied marketing research studies are examined in steps: plan, design, execution, and interpretation. Prerequisites: MKT 301 and STA 100 or equivalents.
MKT 491 Independent Study (Variable 1‑4)
Extensive study and research on a particular topic of student interest under the supervision of a faculty member. The student is required to submit a written proposal which includes a description of the project, its duration, educational goals, method of evaluation, and number of credits to be earned. Prerequisites: Matriculated students only, permission of instructor and dean of subject area.
MKT 492 Marketing Internship (4)
Supervised, discipline related experience in a business organization. Emphasis is on application, process, and techniques used by business to sustain business and promote growth. Specific skills and competencies needed to be a successful decision-maker will be targeted. Oversight will be provided by the School internship coordinator and the sponsoring organization. Periodic meetings with the supervisor, mid-semester evaluation, and a final, comprehensive written report are required. Prerequisite: Permission of instructor.