Course Descriptions - Department of Marketing


MKT 2500 Principles of Marketing (all MKT courses are 3 credits)

Course provides an extensive overview of the concepts, principles, and activities that comprise contemporary marketing management.  Specific topics include customer behavior, competitive analysis, segmentation, market research, product planning, pricing, channels of distribution, and promotion.  Additional attention is focused on international marketing, services marketing, societal and non-profit marketing, and marketing ethics.

Prerequisite: COMM 1402, GE 2021

MKT 3240 Professional Selling 

The course deals with the nature of professional selling and its role in the marketing and promotional functions of an organization.  Topics include customer relationship building, adaptive selling techniques essential for professional selling, and sales careers.  Special emphasis is placed on effective oral and written communication and presentation skills needed to be a successful salesperson.

Prerequisite: MKT 2500.

MKT 3260 Retail Marketing 

This course focuses on concepts and strategies essential for all types of retail operations.  The course explores retailing formats, evolving technology in retailing, merchandising, pricing, retail location, retail communication strategies, store design and layout, customer service, and human resource management issues.  Case studies and field projects are used to apply the concepts.  Course is equally useful for students interested in working for companies that interface with retailers such as manufacturers of consumer products or for students with a general management interest.

Prerequisite: MKT 2500.

MKT 3430 Advertising & Marketing Communication

This course studies advertising and integrated marketing communications (IMC) programs which include: advertising, sales promotion, direct marketing, public relations, and personal selling.  The industry will be analyzed including the advertisers, agencies, and media.  Topics include promotional objectives, advertising strategy, research methods, advertising copy and production, media planning and advertising evaluation.

Prerequisite: MKT 2500.

MKT 3480 Sports Marketing 

Sports marketing is the study of basic marketing concepts with applications to sports organizations, both amateur and professional.  Topics include promotions and public relations of sports activities and teams, fan behavior, and the marketing and financial issues of the relationship between athletes and sponsors.

Prerequisite: MKT 2500.

MKT 3490 Internet Marketing 

This course is designed as an introduction to the rapidly evolving world of Internet Marketing.  The tools and technology of the Internet are explored with an emphasis on the opportunities, problems, tactics, and strategies of using the Internet as a marketing tool.  B2B and B2C business models are discussed as they relate to integrating online and offline strategies into a unified and comprehensive marketing strategy.

Prerequisite: MKT 2500.

MKT 3500 Direct Marketing 

This course provides an overview of the principles, concepts and applications of direct marketing, an increasingly important marketing communications tool.  Students learn about successful direct marketing strategies using tools including: customer database management, direct mail, catalogs, the Internet, print, broadcast and telephone marketing.  Key industry challenges including ethical issues are analyzed.

Prerequisite: MKT 2500.

MKT 3510 Consumer Behavior 

This course provides insight into the motivations, influences, and processes underlying consumption behavior.  It involves a review and analysis of social and behavioral theories as they relate to understanding and predicting marketplace behavior.  Students learn to interpret, evaluate, and apply consumer behavior research for investigating consumers’ buying habits, pre-purchase decision processes, and post-purchase evaluation processes.

Prerequisite: MKT 2500.

MKT 3550 Marketing Research 

Marketing research is the process of obtaining information to guide managers in their marketing activities.  The course helps students recognize and define information needs, design, and implement research projects, and learn to interpret and evaluate results presented.  The course involves statistics to the extent it is helpful in making decisions.  Students acquire a good understanding of both qualitative and quantitative research techniques and apply them to a marketing research project during the semester.

Prerequisite: MKT 2500, MGS 2150, MKT 3510, Declared Majors only or permission from department.

MKT 3610 Buying & Merchandising 

This course examines the roles and responsibilities of buyers and merchandising managers that must balance the (1) needs of retailer, (2) objectives of vendors, and (3) the preferences of consumers.  Consumer trends, inventory and retail store reports analysis, budgeting issues, assortment planning, merchandise displays and aids for merchandise controls are undertaken.  The course is well suited to prepare students for careers as a vendor, buyer, or retailer of consumer goods and services.

Prerequisite: MKT 2500, MKT 3260.

MKT 3630 Advertising Media Planning 

This course provides students with an overview of the principles, concepts, and application of the important function of media planning for advertising campaigns.  The course focuses on media objectives, strategies, and tactics to deliver advertising messages.  This includes selection and buying of media including broadcast, print, Internet, and nontraditional media.  Current industry trends will be studied.  The role of all promotional tools will be examined (advertising, public relations, trade and consumer promotions, direct marketing) to develop and evaluate effective integrated marketing communication plans.

Prerequisite: MKT 2500, MKT 3430.

MKT 3640 Sales Management

This course examines the activities and issues related to sales managers.  Discussion topics include: selling process, developing forecasts, territory design, sales force planning, budgeting, sales force recruiting, training, motivating, performance evaluation, and sales force compensation.  Students are also provided with a good understanding of ethical and legal responsibilities of sales managers.

Prerequisite: MKT 2500.

MKT 3650 Marketing Channels 

The course offers a detailed examination of marketing channels as a functional area of marketing.  Covers manufacturers, services providers, wholesalers, transportation companies, and other actors in marketing channels.  Focus on behavior dimensions of channel relations, the role of channel members, channel conflict, and channel control.

Prerequisite: MKT 2500.

MKT 3660 Services Marketing

The course addresses unique aspects of services, such as intangibility, lack of inventory and close interaction between provider and customer, as well as the associated marketing and management tasks for the provider, including managing demand and human resources.  Determinants of service quality, the critical roles of customer contact employees in service delivery and the role of emerging technologies in customer service are examined.

Prerequisite: MKT 2500, MKT 3510.

MKT 3690 Business to Business (B2B) Marketing 

Business to business (B2B) marketing deals with activities directed toward businesses, governments, and not-for-profit organizations.  The course seeks to provide an understanding of how to create and deliver value to business customers with an emphasis on building B2B customer relationships.  Topics include market segmentation, forecasting demand, sales management, planning supply chain resources, pricing & negotiation, building business networks and the impact of changing technology on business-to-business marketing.

Prerequisite: MKT 2500.

MKT 3720 Logistics & Transportation 

The course focuses on the study of logistics and transportation services in the marketing of goods and services.  Topics covered include customer service, distribution operations, contracts, order processing, carrier selection, transportation costing, and negotiation.  The role of information technology and the application of various techniques used in establishing and enhancing customer value as well as maintaining relative cost advantage are emphasized.

Prerequisite: MKT 2500, MKT 3260.

MKT 4220 International Marketing 

An in-depth study of the marketing principles as they relate to the global marketplace.  Explains the impact of cultural, financial, technological, governmental, organizational, and demographic factors on the integrated marketing mix.  Focuses on the development of analytical and planning sophistication to support an international marketing strategy for brand, product line, or business unit.

Prerequisite: MKT 2500.

MKT 4230 Advertising Campaigns 

This course analyzes contemporary advertising campaigns in terms of research, marketing, creative, and media strategies used for integrated marketing communications programs to achieve promotion and marketing mix goals.  Students prepare goal-oriented advertising campaigns.

Prerequisite: MKT 2500, MKT 3430, MKT 3510

MKT 4240 Contemporary Issues in Marketing

This course is designed to explore emerging issues and challenges in marketing.  Topics include Social Media, Customer Relationship Marketing, Marketing Yourself, Entrepreneurship Marketing, New Technology Marketing, New Product Development, and Social and Non-for-profit Marketing.  The course has an experiential component including the use of analytical tools and case analyses.

Prerequisite: MKT 2500, MKT 3510

MKT 4500 Seminar in Marketing Strategy

This is an integrative course in marketing planning and strategy.  The course is applications oriented, focusing on formulating and implementing marketing strategy.  It explores issues of how to create and sustain customer value—from market analysis and product positioning to communications and channel systems design.  The course emphasizes learning-by-doing through a marketing computer simulation.

Prerequisite: MKT 2500, MGS 2150, , MKT 3510, MKT 3550, Declared Majors only or permission from department

MKT 4801 through 4806 Cooperative Education - Marketing (1 to 6 credits on approval)

Students gain one or two semesters of on-the- job experience in various aspects of marketing.  Co-op/Internship must have academic value beyond that of practical employment to qualify for credit.  The co-op/internship must also have a logical integration with the student’s academic major.  It is the student’s responsibility to develop co-op/internship experience that clearly has academic value to the student’s major and seek approval from the faculty coordinator.  No more than six (6) credits in co-op education can be used.  The faculty coordinator will determine placement and appropriate number of credits granted.

Prerequisite: Juniors and seniors majoring in marketing, and subject to approval by faculty coordinator.


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