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Programs of
Study
Marketing
Course Descriptions
— Marketing
- MKT 351 — Introduction to Marketing —
3 credits
- (Prerequisites: junior standing, ECO 153-154 or ECO
101) This course introduces the student to the field of marketing. An overview
of the principles on which the discipline is founded. The marketing concept is
presented as the framework under which the decisions related to marketingmix
variables (product, place, price and promotion) are made by organizations.
- MKT 361 — Marketing Research — 3
credits
- (Prerequisite: MKT 351) Study of the role of
marketing information as the basis for decision- making. Topics include
research design, methods of gathering data, questionnaire structure,
interviewing methods and preparing the final report.
- MKT 362 — Consumer Behavior — 3
credits
- (Prerequisite: MKT 351) Study of theories of
consumer behavior. The buyer is analyzed at the individual level in terms of
motivation, attitudes, etc. and at the social level in terms of influence on
buying behavior from the socio-economic environment.
- MKT 370 — Interactive Marketing — 3
credits
- (Prerequisite: MKT 351) This course examines the
integration of evolving interactive technologies in the design and
implementation of marketing programs. The use of information technology
infrastructure to support the execution of conception, pricing, promotion and
distribution of ideas, goods and services has the potential of making the
marketing process more efficient and productive. (EC 370 and MKT 370 are
offered jointly.)
- MKT 460 — Customer Support Systems —
3 credits
- (Prerequisites: EMT 351, MKT 351) An
interdisciplinary approach to enterprise management that focuses on the
customer is emphasized. The objective of the course is to orient enterprisewide
decision making to successful customerrelationship management on an ongoing
basis. (MKE 460 and EMT 460 are offered jointly.)
- MKT 470 — Marketing Communications —
3 credits
- (Prerequisite: MKT 351) Personal and mass
communication approaches generated by manufacturers and intermediates or
institutions toward target markets. The design of advertising campaigns to
shift consumer attitudes, to secure resellers’ support and to inform,
persuade, and move them to action. Development of copy selection and media and
measurement of promotion effectiveness including evaluation of sales force.
- MKT 471 — Sales Force Management — 3
credits
- (Prerequisites: MGT 352, MKT 351) This course
develops the concepts and techniques needed to identify and analyze the various
decision areas faced by a sales-force manager. Topics include recruiting,
selecting and training the sales force; forecasting, budgeting and sales
quotas; assigning, motivating and compensating the sales force.
- MKT 472 — Retailing Management — 3
credits
- (Prerequisites: MGT 352, FIN 351, OIM 351) This
course focuses on the decision areas facing retail managers, including
retailing, structure, merchandising, locations, store layout, promotion,
pricing and personnel.
- MKT/IB 475 — (D) International Marketing
— 3 credits
- (Prerequisites: MKT 351, ECO 351) Analysis of
marketing strategies of multinational corporations with emphasis on the
internal environment of country markets. Discussions include comparisons of
different regional markets along socioeconomic, political and cultural lines;
different types of international market barricades and corresponding
market-entry strategies.
- MKT 476 — Marketing Strategy — 3
credits
- (Prerequisite: MKT 351) The theme of this course is
building effective marketing strategies through integrated decision-making.
Emphasis is on different decision models within functional areas such as demand
analysis, consumer research, product and promotion management, etc.
- MKT 495 — European Business Experience
— 3 credits
- (Prerequisites: MGT 351, MKT 351, ECO/IB 351)
Students will have an opportunity to participate in lecture-discussion sessions
with top-level executives from various multinational corporations, local
business firms, and government agencies in a number of different countries in
Europe. Participants will gain a basic understanding of the issues prominent in
international business today. Course involves travel to Europe. (MGT 495, MKT
495, and IB 495 are offered jointly.)
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