Course Descriptions

Marketing Courses

Faculty

Professors: Andrew C. Gross, Rajshekhar G. Javalgi, Rama K. Jayanti ,W. Benoy Joseph, William J. Lundstrom, Thomas W. Whipple (Chair); Professors Emeriti: Robert F. Hartley, S.R. Rao, Edward G. Thomas; Associate Professors: Ashutosh Dixit, Amit K. Ghosh, Sreedhar Madhavaram, Kenneth R. Mayer, Ivan R. Vernon, Marion S. Webb; Assistant Professors: Elad Granot, Ji Eun Park; Term Instructors: Donna Davisson, James D’Orazio, Kimberly Ruggeri; Visiting Instructor: Christine M. Dickinson

Course Descriptions

MKT 301 Fundamentals of Marketing (3-0-3). Prerequisite: Junior standing or permission of department chair. Studies the relationships in marketing, business and behavioral activities involved in marketing goods and services in both profit and not-for-profit enterprises. Examines and analyzes marketing activities from the planning stage to the consumption stage. Emphasizes concepts that facilitate an understanding of consumer behavior, marketing practices, environmental factors, and ethical issues. Return to top

MKT 321 International Business (4-0-4). Prerequisite: MKT 301. Introduces concepts, theories, information, and issues that impact business strategies in global markets. Investigates the role of international institutions and the cultural, economic, legal, and geopolitical influences on world trade. Examines the nature of business decisions across such functional areas as human resources management, finance and accounting, marketing, and operations management. Cross-listed with INB 301. Return to top

MKT 351 Business, Society, and Government (3-0-3). Prerequisite: Junior standing. Investigates organizational, societal, regulatory, and ethical issues and challenges that businesses face in domestic and global environments. Introduces information and analytical tools for studying such issues as corporate power and influence, environmental pollution, corporate social responsibility, consumer protection, affirmative action, quality of worklife, and professional ethics. Return to top

MKT 411 Retailing Strategy and Management (4-0-4). Prerequisite: MKT 301. Explores the domain of retailing marketing to the final consumer. Emphasis is placed on retail strategy, merchandising, vendor relations and location. The course will use design as the medium to link consumer need to retail. This will include basic design elements, such as space, form and color, as well as retail-specific topics like point-of-purchase displays. Both macro and micro elements of retail design will be explored, including issues from mall development to individual customer transactions. Return to top

MKT 420 Consumer Behavior (4-0-4). Prerequisite: MKT 301. The goals are to provide conceptual understanding of consumer behavior, provide experience in applying consumer behavior concepts to marketing strategy and social policy decision-making through case analysis, and develop experiential capability in using consumer research. This course covers major influences on the consumption process, including psychological, situational, and socio-cultural factors. Specific topics include perception, attitudes, values, consumer decision-making, and customer satisfaction, among others. The marketing implications of understanding the consumer are emphasized, but social factors are also considered. Return to top

MKT 431 Marketing Research (4-0-4). Prerequisite: MKT 301. Develops a managerial appreciation of the role of research in marketing practice and how results are used in decision-making. Emphasizes the total research process as well as specific research steps, stressing information needs, research formulation and design, and research procedure. Integrates and applies concepts through managerially-oriented marketing research cases and a field research project. Return to top

MKT 440 Field Experience Abroad (4-0-4). Prerequisites: MKT 301 or equivalent; 2.5 GPA, and permission of department chair. This course is a specially arranged, study-abroad field experience which provides intensive business exposure to a target country. Students will conduct hands-on research, visit and interact with the business community in the target country, and prepare written reports on international marketing and business topics. Return to top

MKT 441 Integrated Marketing Communications (4-0-4). Prerequisite: MKT 301. Designed to introduce the field of integrated marketing communications as part of an overall marketing strategy. The emphasis in this course will be on the role of integrated advertising and promotion in the marketing communications program of an organization. As with any specialized field of marketing, we will analyze how this area of advertising and promotion fits into the overall marketing process. Our major thrust will be to study how various factors (creative, media, etc.) should be applied in planning, developing, and implementing advertising and promotional campaigns and marketing programs. Return to top

MKT 450 Selling and Sales Management (4-0-4). Prerequisite: MKT 301. This course introduces the basic functions of sales force management as well as theories and concepts about appropriately managing that function. Students will be able to apply sales research, theories, and concepts to practical situations. Topics covered include salesperson effectiveness, deployment, organizational design, compensation, and evaluation. Return to top

MKT 452 Business-to-Business Marketing (4-0-4). Prerequisite: MKT 301. Explores concepts, analytical tools, management practices, and advances in marketing goods and services to industrial, commercial, institutional, and other business markets in domestic and global environments. Includes lectures, case analyses, discussion, oral presentations, written reports, and execution of a field project. Return to top

MKT 454 Online Marketing Strategies(4-0-4). Prerequisite: MKT 301. Provides an introduction to Internet and mobile technologies and the marketing opportunities they present. Students learn how to leverage these technologies to achieve corporate marketing goals and how to integrate these technologies with traditional marketing strategies. Students create an e-marketing plan for a "real world" company. Return to top

MKT 456 Customer Relationship Management (4-0-4). Prerequisite: MKT 301. Introduces the basic theories and methodology of customer relationship management, including identifying profitable customers, understanding their needs and wants, and building a bond with them by developing customer-centric products and services directed toward providing customer value. Provides hands-on experience with popular analytical CRM and data mining tools that are widely used in the industry. Topics will cover the issues in the customer life cycle: market segmentation, customer acquisition, basket analysis and cross-selling, customer retention and loyalty, and practical issues in implementation of successful CRM programs. Return to top

MKT 461 Global Marketing Strategy (4-0-4). Prerequisite: MKT 301. Introduce current issues, information sources, and cultural sensitivities required to develop an effective international strategy and associated market plan. Since the international environment changes so quickly, we will discuss current events. The impact of international economics, culture, and nationalistic governmental policies; global and regional trade alliances; and other multilateral entities on trade patterns and marketing decision-making in global firms are considered in formulating appropriate marketing strategies to enter global markets and build sustainable advantages. Return to top

MKT 464 Marketing Strategy (4-0-4). Prerequisites: MKT 420 and MKT 431. Applies marketing principles, practices, and theories to the formulation of strategic marketing plans and solutions for U.S. and global markets. Builds analytical skills in diagnosing marketing problems, identifying opportunities, analyzing alternative courses of action, and recommending marketing strategies and action plans. Emphasizes decision-making, financial and ethical analysis, and individual and team assignments involving marketing cases, field projects, class discussions, written reports, and oral presentations. Return to top

MKT 490 Professional Marketing Internship (2 to 4 credits). Prerequisites: Junior standing, MKT 420, MKT 431, and minimum overall GPA of 2.5. Written proposal approved before registration by sponsoring professor and department chair. Contact department office to request application. Designed to provide marketing students with practical experience in exploring career paths in marketing management, marketing research, sales, retailing, advertising, and related fields. Working under the supervision of a marketing professional, student must work a minimum number of hours over the course of the semester to earn the desired number of course credit: 150 hours (2 credits), 225 hours (3 credits), or 300 (4 credits). A term report, incorporating theory, marketing tools, and practical applications, must be submitted to the sponsoring organization and professor. Return totop

MKT 493 Special Topics in Marketing (1 to 4 credits, set by Department). Prerequisite: MKT 301. A study of selected current topics in the field of marketing. Emphasis will be placed on exploring current literature, advanced problems, and research tools applicable to the chosen topic. Return to top

MKT 495 Consulting (4 credits). Prerequisites: Senior standing, MKT 420, and MKT 431. The learning philosophy in this course can be summed up as follows: theory informs practice. The marketing consulting course emphasizes the integration of strategy, business processes, technology, and management through a group project conducted for a “real-world” company or non-profit, organization. The course centers around student teams working with clients to conduct analysis, determine managerial priorities, and provide a series of deliverables that enable the client to operate more efficiently and grow. Students will follow a systematic business consulting methodology. The course features close work with clients and ends with a report for client managers. Return to top

MKT 496 Independent Study (1 to 4 credits). Prerequisites: Senior standing. Written proposal approved before registration by sponsoring professor and department chair. A flexible content/structure course designed to enable qualified students to pursue special areas of interest and competency; opportunity for independent study, field research, or other special assignments. Return to top

MKT 499 Honors Thesis in Marketing (4 credits). Prerequisite: Restricted to senior MKT honors students. Requires the honors student to conduct a piece of original research in marketing under the supervision of a Marketing faculty member. The thesis will be presented orally and submitted as a written report. Return to top

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