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Course Descriptions — Marketing (MRKT)

MRKT 310 Marketing Principles and Organization (3)

An introduction to the field of marketing, intended to develop a general understanding and appreciation of the forces, institutions, and methods involved in marketing a variety of goods and services. Topics include segmentation, target marketing, positioning, developing new products, pricing, distributing and promoting goods and services, and sales and marketing management. Students may receive credit for only one of the following courses: BMGT 350, MGMT 322, MRKT 310, or TMGT 322.

MRKT 314 Nonprofit Marketing (3)

Prerequisite: MRKT 310. An introduction to key issues in nonprofit marketing. Topics include nonprofit marketing issues related to constituencies, planning, products and services, membership, and promotion, as well as association and social marketing. Students may receive credit for only one of the following courses: BMGT 398B or MRKT 314.

MRKT 354 Integrated Marketing Communications (3)

Prerequisite: MRKT 310. An in-depth study of promotional activities such as advertising, personal selling, sales promotions, and direct marketing (including use of the Internet). Emphasis is on strategic planning of promotional activities to communicate with customers to achieve marketing objectives. The relationship of integrated marketing communications to other elements of promotional activities is also explored. Students may receive credit for only one of the following courses: BMGT 354 or MRKT 354.

MRKT 395 Customer Relationship Management (3)

Prerequisite: MRKT 310. A study of customer services accompanying a core product and service products themselves. Problems and issues related to the service mix, service-level decisions, the formulation of service policies, customer service management, the development of customer service staff, training, and evaluation are analyzed. Discussion covers customer information, customer surveys and suggestions, the handling of complaints and adjustments, techniques for dealing with difficult and angry customers, dissemination of information, credit services, maintenance, technical service, and the development of new programs. Students may receive credit for only one of the following courses: BMGT 395, BMGT 398A, MGMT 395, MGMT 398A, or MRKT 395.

MRKT 410 Consumer Behavior (3)

Prerequisite: MRKT 310. An overview of the increasing importance of American consumers in the marketing system and the importance of understanding them. Discussion covers the foundations of consumer behavior (such as economic, social, psychological, and cultural factors). Consumers are analyzed in marketing situations as buyers and users of products and services and in relation to the various social and marketing factors that affect their behavior. The influence of well-directed communications is also considered. Students may receive credit for only one of the following courses: BMGT 451, CNEC 437, or MRKT 410.

MRKT 412 Marketing Research Applications (3)

Prerequisites: STAT 230 (or BMGT 230) and MRKT 310. A study of the specialized field of marketing research as it is used to identify market needs, profile target markets, test promotional efforts, and measure the effectiveness of marketing plans. Procedures for planning survey projects, designing statistical samples, tabulating data, and preparing reports are covered. Emphasis is on managing the marketing research function. Students may receive credit for only one of the following courses: BMGT 452 or MRKT 412.

MRKT 454 Global Marketing (3)

Prerequisite: MRKT 310. An in-depth study of marketing principles as they relate to the global marketplace. Emphasis is on understanding the influence of internationalization on the U.S. economy, the competitive pressures on the intensifying global markets, and the development of marketing plans tailored to reach international and global markets. Topics include the political, economic, legal, regulatory, and sociocultural trends affecting international marketing; the dynamic environments in which global marketing strategies are formulated; and the challenge of implementing marketing programs leading to competitive advantage.

MRKT 456 Advertising (3)

Prerequisite: MRKT 310. An exploration of the role of advertising in the American economy. Analysis covers the effects of advertising on economic and social life; the methods and techniques that advertising practitioners use; the role of newspapers, magazines, and other media in developing an advertising campaign; modern methods of research to improve the effectiveness of advertising; and the organization of the advertising business. Students may receive credit for only one of the following courses: BMGT 456 or MRKT 456.

MRKT 457 E-Marketing (3)

Prerequisite: MRKT 310. An exploration of how the use of Web-based computer applications and databases can enhance the marketing process and create relationships with customers. Topics include the use of the Internet in developing marketing strategy, conducting market research, and making marketing-mix decisions. Emphasis is on the Internet as a national and global marketing communications tool. Discussion also covers creative Web site design techniques to measure advertising effectiveness. Students may receive credit for only one of the following courses: BMGT 398O, BMGT 398R, MGMT 398O, MGMT 398R, or MRKT 457.

MRKT 475 Sales Management (3)

Prerequisite: MRKT 310. An overview of the role of the sales manager, both at headquarters and in the field, in managing people, resources, and functions of marketing. The problems of organizing, forecasting, planning, communicating, evaluating, and controlling sales are analyzed. Quantitative techniques and pertinent concepts of behavioral science are applied to the management of the sales effort and sales force. Students may receive credit for only one of the following courses: BMGT 455 or MRKT 475.

MRKT 486A Internship in Marketing Through Co-op (3)

Prerequisite: Formal admission to the Co-op program (program requirements are listed on p. 246). An opportunity to combine academic theory with new, career-related experience in marketing. At least 12 hours per week must be devoted to new tasks for a minimum of 180 hours during the Co-op session; four new tasks must be delineated in the Learning Proposal; and the course requirements must be completed. May be repeated upon approval of a new Learning Proposal that demonstrates new tasks and objectives related to marketing and that continues to advance application of academic theory in the workplace. Students may earn up to 15 credits in all internship coursework through Co-op toward a first bachelor’s degree and up to 9 credits toward a second bachelor’s degree. Co-op credits may not be used for general education requirements and, unless otherwise specified, no more than 6 Co-op credits may be used in the academic major and minor (combined).

MRKT 486B Internship in Marketing Through Co-op (6)

Prerequisite: Formal admission to the Co-op program (program requirements are listed on p. 246). An opportunity to combine academic theory with new, career-related experience in marketing. At least 20 hours per week must be devoted to new tasks for a total of 300 hours during the Co-op session; five to eight new tasks must be delineated in the Learning Proposal; and the course requirements must be completed. May be repeated upon approval of a new Learning Proposal that demonstrates new tasks and objectives related to marketing and that continues to advance application of academic theory in the workplace. Students may earn up to 15 credits in all internship coursework through Co-op toward a first bachelor’s degree and up to 9 credits toward a second bachelor’s degree. Co-op credits may not be used for general education requirements and, unless otherwise specified, no more than 6 Co-op credits may be used in the academic major and minor (combined).

MRKT 495 Marketing Policies and Strategies (3)

(Intended as a final, capstone course to be taken in a student’s last 15 credits.) Prerequisites: MRKT 310 and one other marketing course. A study of marketing that integrates knowledge gained through previous coursework and experience and builds on that conceptual foundation through integrative analysis, practical application, and critical thinking. Emerging issues in marketing are considered. Focus is on the use of appropriate decision models and the analysis of consumers and markets. Students may receive credit for only one of the following courses: BMGT 457 or MRKT 495.