Marketing

PREREQUISITE: MRKT2021 AND ADMG2021 A comprehensive study of advertising, detailing its relationship to marketing practice. Topics such as advertising preparation, media evaluation, market research, pricing and retailing problems are included. The role of public relations in an organizational communication program is also explained.Cross-listed with ADMG2007

The course explores public relations through analysis and practice. Students will learn skills to communicate effectively with various stakeholders through news releases, internal communications, and social media. The course emphasizes the value of building relationships, critical listening, logical planning, and time management in effective communications. Students will learn crisis management skills and put them to the test with a multi-week interactive exercise that simulates real working conditions they can expect to face.

A basic study of marketing systems in the American economy. This course includes, identifying the activities involved in the flow of goods among manufacturers, brokers, wholesalers, retailers and consumers. The nature of demand, buyer behavior, costs and pricing, sales strategies, promotions and techniques are presented.Cross-listed with ADMG2021

PREREQUISITE: MRKT2021 AND ADMG2021 This course focuses on the role of buyers in the marketing process. Buyer behavior in the consumer marketplace as well as the organizational buying process is examined. The study of buying behaviors enhances understanding of what marketing strategies are likely to be effective, how humans operate in the marketplace, and what kind of affective, cognitive, and social mechanisms enter into the purchasing decision. A sampling of specific topics addressed includes the role of attitudes, learning and memory, and lifestyles and culture in the buying decision.

PREREQUISITE: MRKT2021 AND ADMG2021 This course introduces the student to the basic principles and foundations of Personal Selling on three levels: industrial, commercial and retail. Emphasis is on the detailed analysis of the sales process as viewed by the salesperson. Other sales foundation topics covered include the organizational buying process, sales communications, the theory of adaptive sales, and ethical/legal issues in selling. Using a variety of instructional methods such as role-playing and video cases, students are given an opportunity to practice their newly acquired sales skills.

PREREQUISITE: MRKT2021, MRKT3012 Explores the function which links the consumer, customer, and public to the marketer through information -- information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; and, monitor marketing performance. This course deals with the planning for, collection, and analysis of data relevant to marketing decision-making and the communication of the results of this analysis to management.

PREREQUISITE: MRKT2021 AND ADMG2021 An upper level course focusing on key management functions in international marketing: entry strategies, product and pricing politics, financing, promotion and distribution. The course will also concentrate on export management that is the major international activity of most small and medium-sized companies.Cross-listed with INMT3049

PREREQUISITE: ADMG2021 AND MRKT2021 Marketers have been using electronic tools for many years, but the Internet and other new electronic technologies have created a flood of interesting and innovative ways to provide customer value. Internet Marketing is traditional marketing using electronic methods. It affects traditional marketing in two ways. First, it increases efficiency in established marketing functions. Secondly, the technology of E-marketing transforms many marketing strategies. The transformation results in new business models that add customer value and may increase company profitability. These new opportunities create many questions that are addressed in this course. How can firms leverage new technologies to maximum benefit? How much commitment should marketers make to Internet marketing programs?

PREREQUISITE: MRKT3012 This course positions marketing as the most critical discipline needed for the success of non-profit organizations. Emphasis is placed on the influencing of behavior over a wide range of target markets including clients, donors, policy accomplished by organizing much of the discussion of strategic and tactical marketing options available for non-profit's own paid staff. This is accomplished by organizing much of the discussion of strategic and tactical marketing options available for non-profits around two central behavioral science models: Stages of Change and BCOS Drivers (Benefits, Costs, Others, Self-Efficacy). In addition, this course removes the misconception of non-profit enterprise flourishing everywhere in the world, including Asian and formerly communist countries. The latest research on institutional structure, volunteering, and fundraising is integrated through lectures, vignettes, and case examples

PREREQUISITE: MRKT3012, MRKT3033, MRKT2021, ADMG2021 A capstone course in marketing that emphasizes planning at the management level. Examines key concepts and issues that impact planning decisions, such as analysis of the marketing environment; formulation of marketing strategies; and development, implementation, and control of the marketing program. Using case studies, students are expected to develop comprehensive marketing plans and recommended solutions to specific situations encountered by marketing professionals operating in a wide variety of organizations.

PREREQUISITE: ADMG2021 AND MRKT2021 This course addresses the concept of branding which is of major importance to any company using a branding strategy. The role of the brand manager is examined in this combination theory and skills course. Various marketing techniques are studied for the overall responsibility of a brand in order to increase brand equity.

PREREQUISITE: ADMG2021 AND MRKT2021 The service sector comprises over three-quarters of the US economy, and is continually increasing its dominance. Some estimates suggest that 90% of all new jobs are service positions. Traditionally, marketers have focused on the 4 P's, making marketing mix decisions for products that are finished when they exit a production line. However, service marketers must deal with a broader range of issues, addressed in this course, including design of the service production process, recruitment and training of service providers, and relationship marketing for customer retention.

PREREQUISITE: MRKT2021, MRKT3012, MRKT3033, ADMG2021 As the signature course in the Marketing Program, this is a seminar on issues currently drawing attention in the marketing literature and the business community that affect marketing management. Ethical considerations are explored that affect marketing policy-making. Through additional case analysis some of the worst marketing blunders and mistakes in history are examined and evaluated.

PREREQUISITE: MRKT2021 AND ADMG2021 Retail marketing examines the set of business activities that adds value to the products and services sold to consumers for their personal or family use. Topics include: store-based retailing, electronic and non-store retailing forms, merchandising, retail pricing, store layout and management, site selection, and retail market strategies.

PREREQUISITE: MRKT3016 The role of sales managers is examined in this combination theory and skills course. Various specialized managerial functions are studied such as sales department budgeting, sales force organization, territory design, sales forecasting, sales compensation, performance evaluation, sales training, sales personnel recruitment, and sales force motivation.

A field experience in a customer service, sales, advertising, retail, or marketing support position, supervised by a field practitioner as well as college faculty. The internship is designed to increase understanding of the various functional areas that comprise the field of marketing.