Marketing

Our courses offer a path to a creative, dynamic, and exciting career that influences the flow of goods, services, and ideas between producers and consumers or organizations. Our students learn how to keep an organization responsive to its environments, while managing growth and meeting the needs of a multitude of publics.

Courses

Undergraduate Courses

Prerequisites: GFOB 100 and ECO 113 and ECO 114 and sophomore standing

This course provides an overview of key marketing concepts, tools, and methods of analysis and takes both a theoretical (strategic market assessment and planning) and practical approach to managing business affairs from a marketing perspective. The scope includes the seven key elements of the marketing mix management [product, price, promotion, distribution, people, process, and facilities], customer value and satisfaction, competitive analysis, marketing research, segmentation and targeting, branding and positioning, and consumer behavior.
3 Credit Hours

Prerequisites: BSIB major, GFOB 100G and ECO 113 and ECO 114 and Sophomore standing

This course exposes students to a systems- oriented approach to marketing that is both theoretical and applied. Students examine the major environmental forces that challenge the marketing manager today and, in the process, learn marketing methodology used in the field. Students explore topics like marketing research, buying behavior, segmentation, targeting, and Marketing Mix (product, distribution, promotion, and pricing). Although this course deals with common marketing concepts and problems, these topics are analyzed in a broader, international context.
3 Credit Hours

Prerequisites: GFOB 100 and ECO 113 and ECO 114 and honors program and sophomore standing

This course will expose students to the core marketing principles and the use of those principles to accomplish marketing tasks. Students will examine current marketing issues in detail and read current business/marketing periodicals on topics relevant to marketing.
3 Credit Hours

Prerequisites: Sophomore standing and MKT 201, MKT 201G or MKT 203

This course provides students interested in pursuing marketing related careers with the knowledge necessary to create effective and innovative strategies designed to attain organizational goals and objectives. Strategies, including the role of the marketing function within the corporate and SBU structure, segmentation, positioning, product development, life-cycle, branding, IMC, and distribution are examined.
3 Credit Hours

Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing

Consumer Behavior class applies concepts, principles, and theories from various social sciences including economics, psychology, social psychology, sociology, and anthropology to the study of the internal and external factors that influence the acquisition, consumption, and disposition of goods, services, and ideas. Students develop the ability to translate learned material into marketing implications. Knowledge of consumer behavior principles is becoming increasingly important to marketing decision-makers, managers, and public policy makers.
3 Credit Hours

Prerequisites: MATH 201 and MKT 201 or MKT 203 or MKT 201G and junior standing

Students in this course learn to develop the information necessary for marketing decision-making. This course emphasizes a management-oriented analysis of marketing phenomena including the following: identifying and defining marketing problems, designing research, acquiring information, evaluating data, and presenting research.
3 Credit Hours

Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing

Retailing is addressed as a unique business and marketing format, which is distinct from manufacturing and wholesaling. The course examines how retailers have evolved and identifies challenges that retailers face in the 21st century, as well as the role of the internet in retail strategy. The development of approaches to attract consumers and cultivate long-term relationships is a significant theme throughout the semester. Course objectives include achieving an understanding of the global environment in which retailers operate; the need for a strategic approach to retail management; the types and sources of information available to enhance marketing decision-making; and the relationship among the marketing mix variables and their application to retailing.
3 Credit Hours

Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing

This course is designed to give you hands-on experience and feedback to improve your selling skills. Every industry in every country is in need of well-trained sales people. This class will help you perform better in selling situations whether working B2B, B2C or selling your own brand in the job interview by teaching the tools and strategies for success. Some of the topics include: adaptive selling, ethics, relationship and trust building, closing the sale, negotiating for win-win solutions, handling objections, prospecting, verbal and nonverbal communication, personal and professional development and branding, customer relationship management, time and territory management, social media, and various selling techniques. Students compete in a sales competition during the semester, network with sales professionals, study selling cases and perform many recorded presentations. The course uses 360 degree evaluation and incorporates technology into the classroom, as well as feedback from professional sellers, buyers and trainers.
3 Credit Hours

Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing

Students will study essentials of international marketing and explore reasons and needs for marketing goods and services across international borders. This class explores differences in cultural, political, economic, and legal systems and the impact of these differences on marketing strategy. Students will investigate different modes of entry into foreign markets, global trade trends, international positioning, and specificities of international marketing research. This provides a foundation for examining each element of the marketing mix (product, place, price, promotion) in the international context.
3 Credit Hours

Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing

This integrated marketing communication course is an overview of promotional activities and their effective integration in the communication endeavors of the firm. Students will use examples of traditional and non-traditional media. This course emphasizes the following topics: determining communication goals, marketing and promotional objectives, developing creative themes, testing messages, evaluating promotion effectiveness, and strategic campaign planning. Students also develop creative-thinking and decision-making skills and their application to media planning, budgeting, and other matters of promotion and communication consideration.
3 Credit Hours

Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing

Because numerous key differences exist between the marketing and management of services and the marketing of goods, this course focuses on the distinctive and necessary marketing challenges associated with service offerings as well as management strategies and tactics needed for marketplace success. The importance of service marketing and management expertise is highlighted by the dominance of and increasing dependence on services in developed economies.
3 Credit Hours

Prerequisites: MKT 201 or MKT 201G or MKT 203 and MKT 311

This course examines how digital marketing can be used to achieve business and marketing goals. This course will focus on online consumer behavior, the various digital channels available to marketers, how to create and launch effective digital marketing campaigns across internet-based platforms and how to track marketing effectiveness. The course examines digital marketing strategy, implementation and execution for B2B and B2C brands and provides a hand-on understanding of all digital channels and platforms. Participants will obtain experience about how to develop an integrated digital marketing strategy, from formulation to implementation.
3 Credit Hours

Prerequisites: MKT 201 or MKT 201G or MKT 203

This course introduces the student to the numerous stages an organization executes to bring a new product to market. It covers the decisions that management and marketing must make to bring a product from the concept generation and problem based ideation to marketing testing and launch management.
3 Credit Hours

Individually supervised employment in an area of marketing (such as retailing, advertising, sales and marketing research) which involves the application of marketing theory and principles to the work environment. Students are required to work a minimum of ten hours per week on the job, meet periodically with their supervising faculty member research related literature and prepare a substantive report on their work experience. This course requires department approval and is limited to second semester juniors and to seniors.
3 Credit Hours

Prerequisites: MKT 201 or MKT 201g or MKT 203 and senior standing

Students in this course investigate the domestic and international activities involved in marketing products and services to industrial buyers, governments, and marketing intermediaries. Students learn a marketing approach to business strategy. Supply Chain Management is a central core of the course with special emphasis placed on physical distribution, business marketing channel participants, value and vendor analysis, contracting, business ethics, and pricing strategy.
3 Credit Hours

Prerequisites: MKT 311, MKT 312 and senior standing

This course provides a capstone experience to help students integrate and advance knowledge from prior marketing and business courses to gain experience in marketing strategy development. Students apply their theoretical knowledge to actual marketing situations in a simulated virtual business. In a competitive, global business environment, students will conduct a situation analysis, identify opportunities and problems, formulate marketing strategies, plan and execute tactics, analyze and interpret data, and reformulate strategies, thereby developing marketing skills critical to succeed in today's business world.
3 Credit Hours

Prerequisites: FIN 201, MKT 201 or MKT 201G and senior standing

This course involves a semester-long computer simulation in which the participants, working together in small teams, play the management roles of competing multinational firms. Though the course heavily emphasizes finance, marketing, and production decision making, participants will need to master all aspects of running an enterprise. The course offers many noteworthy features: international scope, strategic focus, lots of written and oral communication, considerable analytic work using spreadsheets and various statistical packages, and coping with sticky ethical and environmental issues. Students will develop leadership, as well as team building skills. This course is cross-listed with BUS 413, FIN 413 and MGT 413, Multinational Business Simulation.
3 Credit Hours

Prerequisites: Instructor permission and MKT 201

This course explores marketing sustainability from an international perspective. The course is built around assesssing sustainable practices of international companies with a focus on the supply chain and how these practices compare to those in the United States. The course emphasizes communication, consumer sentiment and regulation regarding sustainability. There will be a travel component for this course to provide students with a true global and experiential learning experience.
3 Credit Hours

Prerequisites: MKT 312 and senior standing

In this course students learn to develop and apply quantitative and analytic tools to tactical areas of marketing decision making. Students acquire the following techniques: forecasting, behavioral modeling, and linear and nonlinear programming. The course teaches compute applications using spreadsheets, word processing, and statistical software.
3 Credit Hours

Prerequisites: MKT 363 and senior standing is required

This course is designed to give students hand-on training in sales management and exposure to hiring firms, while refining students skills and providing opportunities for professional success. In this course, students will be assigned two sales teams to manage, who will provide feedback on their management capabilities. Students will shadow a sales manager for a day, compete in a sales competition with professional sales people and trainers, and design a self-directed learning project to complete during the term. The course offers a professional speaker series with special topics in sales management. Topics of the course include: managing conflict, goal setting, providing feedback, understanding your leadership style, active listening, following up, asking the right questions, coaching, sales forecasting, adapting to the situation, motivating your sales team, training, compensation, recruiting, selection, performance evaluation, ethics, and communication.
3 Credit Hours

Prerequisites: MKT 371 and senior standing

This is an advanced course that makes use of the case method. Principle areas include determining communications strategies, developing creative themes, writing for print and broadcast media, media planning and budgeting, advertising research techniques, and agency/client relations. Guest speakers and readings from trade journals are incorporated to familiarize students with the people and institutions of advertising.
3 Credit Hours

Prerequisites: MKT 201 or MKT 201G or MKT 203 and MKT 311 and MKT 312

This course utilizes a seminar format emphasizing student interaction and independent research. Topics investigated will be a result of student and faculty interaction. Students might be assigned to "real world" cases with clients, or would work on a theoretically-based research project. If working on a case - students would be required to meet with client or sponsoring organization, perform situational analysis, identify key marketing issues, perform appropriate research, and develop and present recommendations. Students working on a theoretically-based research project would be involved in all of the steps of a typical academic research project: identifying phenomenon to study, literature review, method development, data collection, data analysis, and presentation of results. Course objectives include the examination of contemporary issues facing marketing managers from a variety of perspectives; providing students with experiences in analyzing.
3 Credit Hours

Prerequisites: MKT 201, MKT 312 and senior standing.

In depth exploration of specialized areas of marketing serve as the purpose of this course. Individualized instruction is used to research areas in which the faculty member and student have a common interest. Extensive research including primary data collection may be required. The course concludes with the preparation of a thorough research report and presentation.
3 Credit Hours

Graduate Courses

This course is designed to allow an individual academic program to be tailored to fit the unique interests of a graduate student. At the initiation of the graduate student the faculty member will develop an academic plan that is submitted to the College of Business for final approval.
3 Credit Hours