Courses in marketing (designated MRKT) may be applied as appropriate (according to individual program requirements) toward
Description of the curriculum for the marketing
major and minor
Descriptions of other management-related curricula: accounting,
business administration, environmental
management, fire science,
human resource management, and
management studies.
MRKT 310
Marketing Principles and Organization (3)
(Formerly BMGT 350.) Prerequisite: ECON 203 or equivalent. 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 312
Services Marketing (3)
(Formerly BMGT and MGMT 498D.) Prerequisite: MRKT 310 or equivalent. Evaluation
of successes and failures in the marketing of services in service businesses,
professional service firms, and government agency settings. Topics include
marketing research and analysis; segmentation; strategic planning; design
of services and training; customer service and service quality; channel
management; pricing; advertising and sales promotion; sales; and implementation,
monitoring, and control. Students may receive credit only once under this
course number and for only one of the following courses: BMGT 498D, MGMT
498D, or MRKT 312.
MRKT 314
Nonprofit Marketing (3)
(Formerly BMGT 398B.) Prerequisite: MRKT 310 or equivalent. 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 317
Issues in Pricing (1)
(Formerly BMGT and MGMT 398V.) Prerequisite: MRKT 310 or equivalent. An
introduction to the determination of pricing for a firm’s product
or service. Integration of pricing strategy with other marketing-mix elements
is considered. Case studies and exercises in pricing are used to examine
the issues. Students may receive credit for only one of the following
courses: BMGT 398V, MGMT 398V, or MRKT 317.
MRKT 318
Exploring Internet Marketing (1)
(Formerly BMGT 398O.) Prerequisite: MRKT 310 or equivalent. An exploration
of various potential uses and goals of Internet marketing in addition
to its obvious role of inducing sales or generating sales leads. Topics
include the role of electronic commerce in the marketing mix, advantages
of using the Internet as a marketing tool, the ethical and legal constraints
of Internet marketing, and creative strategies for implementing Internet
marketing campaigns. Current publications, online computer exercises,
and class discussions are used to examine marketing via the Internet.
Students may receive credit for only one of the following courses: BMGT
398O, BMGT 398R, MGMT 398O, MGMT 398R, or MRKT 318.
MRKT 319
Contemporary Issues in Marketing (1)
Prerequisite: MRKT 310 or equivalent. A review of current marketing practices
with emphasis on how best practices support marketing theory and relationship
building. The marketing decisions of companies reported in the news within
the previous year are analyzed and their ramifications considered. New
trends in marketing practices (such as the impact of technology on marketing
strategy and the business cycle) are emphasized.
MRKT 320
New Product Development (1)
Prerequisite: MRKT 310 or equivalent. An exploration of the newproduct
development process from scanning theenvironment for new product ideas
through development and execution of marketing strategy to commercialization.
Emphasis is on the need for innovation, product adoption, and product
diffusion. Development of new services is also covered.
MRKT 321
Analyzing the Competition (1)
Prerequisite: MRKT 310 or equivalent. An overview of theoretical frameworks
used to analyze industries and competitors, and how these frameworks can
be used to gain and maintain competitive advantage and build relationships.
Emphasis is on how competitive analysis affects marketing strategy and
marketing mix decisions.
MRKT 322
Evaluating Marketing Programs (1)
Prerequisite: MRKT 310 or equivalent. An exploration of the techniques
and tools used by marketers to assess marketing strategies. The control
process, profitability analysis, customer satisfaction, expectation measures,
and performance measures are reviewed. Emphasis is on appropriate corrective
actions to modify marketing strategies for better results.
MRKT 323
Fundamentals of Direct Marketing (1)
(Formerly BMGT 398C.) Prerequisite: MRKT 310 or equivalent. An introduction
to direct marketing issues. Planning for direct marketing, media, production
of direct marketing packages, and operations is briefly explored. Students
may receive credit for only one of the following courses: BMGT 398C or
MRKT 323.
MRKT 324
Developing Market Segments (1)
Prerequisite: MRKT 310 or equivalent. An in-depth review of the market
segmentation process. Topics include identification of market segments,
selection of target markets, and competitive positioning. Types of segmentation
variables and means for obtaining segmentation data are covered.
MRKT 325
Developing Channels for Relationship Marketing
(1)
Prerequisite: MRKT 310 or equivalent. An introduction to the types of
channel members used to build relationships and bring products and services
to market. Topics include channel design, use of technology to enhance
channel member performance, and assessing the channel member’s ability
to add value for customers. Both direct and indirect channel design are
discussed.
MRKT 353
Retail Management (3)
(Formerly BMGT 353.) Prerequisite: MRKT 310 or equivalent. A review of
the organization, location, design, layout, management, and policies of
retail stores. Topics include retail planning, administration, operational
control, customer behavior, competition, marketing channels, the legal
environment, financial planning, merchandise planning and buying, credit
policies, pricing, brands, and advertising and promotion. Personal selling,
customer service, sales management, strategic planning, human resource
management, training, and information technologies commonly applied in
retailing are also examined. Students may receive credit for only one
of the following courses: BMGT 353 or MRKT 353.
MRKT 354
Integrated Marketing Communications (3)
(Formerly BMGT 354.) Prerequisites: MRKT 310 or equivalent. 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 357
Marketing Public Relations (3)
(Formerly BMGT 398U.) Prerequisite: MRKT 310 or equivalent. An in-depth
study of how public relations has evolved from a corporate communications
function to its current expanded role in the achievement of marketing
and sales objectives. Discussion covers the theoretical basis of marketplace
forces driving the growth of marketing public relations and how these
forces can be used to create value for customers. Topics include planning
marketing public relations as part of a firm’s overall integrated
marketing strategy and using marketing public relations to reinforce advertising
messages and launch new products. Special events marketing, sports marketing,
public service programming, and cause-related marketing are also discussed.
Case studies are used to assess the impact of both proactive and reactive
marketing of public relations strategies. Experience with basic public
relations techniques is provided in areas such as writing news, planning
special events, and generating publicity and other multimedia communications
used by public relations practitioners. Students may receive credit for
only one of the following courses: BMGT 398U or MRKT 357.
MRKT 371
Professional Selling (3)
(Formerly BMGT 355.) Prerequisite: MRKT 310 or equivalent. A study of
the role of selling and sales skills in the modern marketing environment.
Types of selling covered include in-store and outside retailing, organizational
and industrial sales, trade-show and exhibition sales, consultative sales,
and telemarketing. Other topics include the psychology of selling, planning
and preparation, time management, profitability analysis, and the entire
sales process. Students may receive credit for only one of the following
courses: BMGT 355, BMGT 498B, or MRKT 371.
MRKT 373
Marketing Channels (3)
(Formerly BMGT 388A.) Prerequisite: MRKT 310 or equivalent. A study of
how strategic channel design adds value to marketing exchanges, allowing
firms to sustain competitive advantage. The process of how products move
from manufacturer to resellers to users is explored. Channel members (manufacturers,
wholesalers, retailers, and specialized logistics agencies), strategic
channel planning and implementation, legal issues, and the impact of information
systems and the Internet on channels are covered. Emphasis is on the roles
of service quality, relationship marketing, and supplier/reseller partnerships
as the keys to successful channel design. Profit and non-profit industries,
as well as international channel management issues, are addressed. Students
may receive credit for only one of the following courses: BMGT 388A or
MRKT 373.
MRKT 374
Small-Business Marketing (3)
Prerequisite: MRKT 310 or equivalent. An overview of how marketing principles
and theories apply to small businesses and entrepreneurial efforts. Topics
include marketing tools and techniques required for start-up businesses,
including new business development, core competencies and technologies,
marketing research, marketing planning, relationship marketing, and partnerships
with customers and suppliers.Marketing mix issues specific to small business
(such as developing new products and services, selecting sites, choosing
distribution channels, establishing pricing policies, and developing and
evaluating promotional campaigns) are also explored. Types and sources
of marketing information available to the small-business person are identified.
Students may receive credit for only one of the following courses: MGMT
332 or MRKT 374.
MRKT 410
Consumer Behavior (3)
(Formerly BMGT 451 Consumer Analysis.) Prerequisite: MRKT 310 or equivalent;
PSYC 100 or PSYC 221 recommended. An overview of the increasing importance
of American consumers in the marketing system and the importance of understanding
them. The foundations of consumer behavior (such as economic, social,
psychological, and cultural factors) are examined. 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)
(Formerly BMGT 452 Marketing Research Methods.) Prerequisites: BMGT 230
and MRKT 310, or equivalent. 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 415
Independent Study in Marketing (3)
(Designed to allow students an opportunity to explore a marketing topic
of special interest.) Prerequisite: MRKT 310 or equivalent and departmental
approval of a proposed topic before registration. Independent research
or project in marketing, conducted under the supervision of a faculty
member. Students may receive credit only once under this course number.
MRKT 454
Global Marketing (3)
(Formerly BMGT 454. Fulfills the international perspective requirement.)
Prerequisite: MRKT 310 or equivalent. 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. Students may receive credit
for only one of the following courses: BMGT 454 or MRKT 454.
MRKT 456
Advertising (3)
(Formerly BMGT 456.) Prerequisite: MRKT 310 or equivalent. 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
Web Marketing (3)
(Formerly BMGT 398R.) Prerequisites: CMST 385 and MRKT 310, or equivalent.
An exploration of how computer applications, databases, and the World
Wide Web enhance the marketing process and create relationships with customers.
Topics include the use of the computer in developing marketing strategy,
conducting market research, and making marketing-mix decisions. Emphasis
is on the Internet as a marketing communications tool; creative approaches
to home page design are included. Use of the computer to measure the effectiveness
of marketing efforts is also covered. Students may receive credit for
only one of the following courses: BMGT 398O, BMGT 398R, MGMT 398O, or
MGMT 398R.
MRKT 471
Business Marketing (3)
(Formerly BMGT 453.) Prerequisite: MRKT 310 or equivalent. An examination
of the basic marketing functions applied to business and government sectors
rather than individual consumers. Topics include planning and introducing
products, analyzing and forecasting markets, developing and using channels,
pricing and planning promotional strategies, and managing a sales force
and business marketing. Students may receive credit for only one of the
following courses: BMGT 453 or MRKT 471.
MRKT 475
Sales Management (3)
(Formerly BMGT 455.) Prerequisite: MRKT 310 or equivalent. 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)
Prerequisites: Formal admission to the Co-op program (program requirements
are listed on p. 12). 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 total 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
to the workplace. Students may earn up to 15 semester hours in all internship
coursework through Co-op toward a first bachelor’s degree and up
to 9 semester hours toward a second bachelor’s degree.
MRKT 486B
Internship in Marketing Through Co-op (6)
Prerequisites: Formal admission to the Co-op program (program requirements
are listed on p. 12). 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 to the workplace. Students may earn up to 15 semester hours in
all internship coursework through Co-op toward a first bachelor’s
degree and up to 9 semester hours toward a second bachelor’s degree.
MRKT 495
Marketing Policies and Strategies (3)
(Formerly BMGT 457. To be taken in student’s last 30 semester hours.)
Prerequisites: MRKT 310 and one other marketing course. A study of integrative
decision making in marketing, with case studies. The use of appropriate
decision models is stressed, along with the analysis of consumers and
markets. Students may receive credit for only one of the following courses:
BMGT 457 or MRKT 495.