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MKTG - Marketing |
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MKTG 3115. Principles of Marketing (3-0-3) Prerequisite: Completion of the Lower Division Business Core (Areas A & F). Performance of activities that seek to accomplish organizational and societal objectives by anticipating customer needs and directing a flow of need-satisfying goods and services from producer to customer.
MKTG 3116. Direct Marketing and E-Commerce (3-0-3) Prerequisite: MKTG 3115. Covers principles of direct marketing including the planning and implementation of direct marketing campaigns. Course will cover direct mail marketing, telemarketing, and the new field of electronic commerce.
MKTG 3117. Sport and Event Marketing (3-0-3) Prerequisite:
MKTG 3115. Provides a practical look at the unique characteristics of the
sports industry and their impact on the strategic approach to the
marketing of sports and other events, to include pricing, determining
the right event/sponsor, branding and maintaining relationships among
parties involved.
MKTG 3125. Services and Retail Management (3-0-3) Prerequisite:
MKTG 3115. Focuses on the strategic approach to services and retail
management. Topics covered include the basic concepts and analytical tools
required to manage goods and service-oriented retail businesses (e.g.,
professional services).
MKTG 3135. Consumer Behavior (3-0-3) Prerequisite: MKTG 3115.
Consumer Behavior is an analysis of internal and external influences on
consumer buying behavior. Internal influences include perception,
motivation, personality, and attitudes, while external influences include
culture, families and social class. The consumer decision-making process is evaluated with reference to these influences.
MKTG 3136. Advertising and Promotional Strategy (3-0-3) Prerequisite: MKTG 3115. Focuses on the importance of promotional strategy and the measurement of advertising effectiveness. Topics include promotional strategy, media planning and strategy, advertising, sales promotions, public relations, personal selling, and direct marketing.
MKTG 3137. Personal Selling (3-0-3) Prerequisite: MKTG 3115. Concepts, theories and techniques of creating and making an effective sales presentation for retail and industrial, tangible and intangible products. Topics include the selling process, sales presentation techniques, handling objections and closing the sale, territory management, and the management of salespeople.
MKTG 4135. Marketing Research (3-0-3) Prerequisites: MKTG 3115 and BUSA
3115 Co-requisite: MKTG 3135 and Junior Standing.
Marketing research and its application to profit and not-for-profit
situations involving marketing strategies. The course focuses on
gathering and using marketing information from primary and secondary
sources.
MKTG 4145. International Marketing (3-0-3) Prerequisites:
MKTG 3115 and Junior Standing. This class introduces the student to
marketing strategy with an international perspective. Students will
develop a better understanding of global cultures and marketing
environments. Topics include international culture and consumer behavior,
alternative trade organizations, and the strategies and structures of
international marketing.
MKTG 4185. Marketing Management (3-0-3) Prerequisites: Senior
Standing, MKTG 4135, and at least 6 semester hours of MKTG coursework not
to include MKTG 4899. A marketing capstone course which integrates the
concepts taught in the 3000 level marketing courses. The focus of the
class is on the marketing functions from the point of view of the
marketing manager. Topics include market segmentation and product
differentiation, competitive analysis and product positioning, market
measures and forecasts, product and brand management, pricing and
distribution strategies, promotional strategy, and international
marketing.
MKTG 4899. Independent Study in Marketing (3 hours) Prerequisites: MKTG Major and Senior Standing. Independent study in a selected area of marketing. Study will be directed by a faculty member representing the chosen area of specialization. Candidates must present a minimum 1500-word plan through the instructor to the office of the Dean for approval.
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