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MRKT310 Marketing Principles and Organization (3 cr.)
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.
MRKT312 Services Marketing (3 cr.)
Prerequisite: MRKT 310. 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.
MRKT314 Nonprofit Marketing (3 cr.)
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.
MRKT317 Issues in Pricing (1 cr.)
Recommended: MRKT 310. 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.
MRKT318 Exploring Internet Marketing (1 cr.)
Recommended: MRKT 310. 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.
MRKT319 Contemporary Issues in Marketing (1 cr.)
Recommended: MRKT 310. 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.
MRKT320 New Product Development (1 cr.)
Recommended: MRKT 310. An exploration of the new product development process from scanning the environment 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.
MRKT321 Analyzing the Competition (1 cr.)
Recommended: MRKT 310. 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.
MRKT322 Evaluating Marketing Programs (1 cr.)
Recommended: MRKT 310. 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.
MRKT323 Fundamentals of Direct Marketing (1 cr.)
Recommended: MRKT 310. 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.
MRKT324 Developing Market Segments (1 cr.)
Recommended: MRKT 310. 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.
MRKT325 Developing Channels for Relationship Marketing (1 cr.)
Recommended: MRKT 310. 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 channel member's ability to add value for customers. Both direct and indirect channel design are discussed.
MRKT353 Retail Management (3 cr.)
Prerequisite: MRKT 310. 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.
MRKT354 Integrated Marketing Communications (3 cr.)
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.
MRKT357 Marketing Public Relations (3 cr.)
Prerequisite: MRKT 310. 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 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.
MRKT371 Professional Selling (3 cr.)
Prerequisite: MRKT 310. 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.
MRKT373 Marketing Channels (3 cr.)
Prerequisite: MRKT 310. 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. Topics include 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. Emphasis is on the roles of service quality, relationship marketing, and supplier/reseller partnerships as the keys to successful channel design. Profit and nonprofit 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.
MRKT374 Small Business Marketing (3 cr.)
Prerequisite: MRKT 310. 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, such as 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.
MRKT395 Customer Service Management (3 cr.)
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.
MRKT396 Customer Consultation and Needs Analysis (3 cr.)
Prerequisite: MRKT 395. A study of customer consultation and needs analysis for the front-line supervisor of customer service personnel. Issues such as working with internal staff and external customers to develop effective processes, procedures, and ongoing communication are explored. Focus is on establishing and maintaining a high level of customer satisfaction and loyalty. Skills covered include conducting formal and informal needs analysis and recommending improvements such as training, documentation, job aids, and electronic performance support systems; documenting and securing agreement on requirements and commitments; developing communication and work process flows to ensure quality of service; designing and delivering presentations; and creating customer satisfaction surveys and suggesting service improvements. Students may receive credit for only one of the following courses: BMGT 388I, BMGT 396, or MRKT 396.
MRKT397 Customer Satisfaction and Loyalty (3 cr.)
A study of various approaches used for determining the level of customer satisfaction with the products and services of a small business. Techniques for setting customer-satisfaction goals and putting systems in place to achieve those goals are examined. Students may receive credit for only one of the following courses: BMGT 397, MGMT 398F, or MRKT 397.
MRKT410 Consumer Behavior (3 cr.)
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.
MRKT412 Marketing Research Applications (3 cr.)
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.
MRKT454 Global Marketing (3 cr.)
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.
MRKT456 Advertising (3 cr.)
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.
MRKT457 E-Marketing (3 cr.)
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.
MRKT471 Business Marketing (3 cr.)
Prerequisite: MRKT 310. 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.
MRKT475 Sales Management (3 cr.)
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.
MRKT486A Internship in Marketing Through Co-op (3 cr.)
Prerequisite: Formal admission to the Co-op program (program requirements are listed on p. 00). 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 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. 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).
MRKT486B Internship in Marketing Through Co-op (6 cr.)
Prerequisite: Formal admission to the Co-op program (program requirements are listed on p. 00). 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 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. 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).
MRKT495 Marketing Policies and Strategies (3 cr.)
(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.