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Marketing | International
Marketing |
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Courses supporting the B.S. in Marketing programs include:
MKT
1011 Principles of
Marketing 3 credits
An
introduction to the theory
and practice of marketing—the
process of meeting or
exceeding customer expectations
at a profit. Discussion
of the basic structure
of distribution; consumer
research, product planning, advertising
and promotion, and pricing.
We will also examine
the broad social, cultural,
political, and economic
issues that impact this
process. Pre-
or corequisite: ECN 1011.
MKT
2021 Consumer Behavior
3 credits
Consumer & Buyer
Behavior is a study
of the processes whereby
consumer and business
needs and wants are
converted into satisfactions.
The primary emphasis
of this course is on
the core consumer psychological
processes that underlie
consumer decision making.
The course highlights
major consumer behavior
models, current research
on consumer behavior,
and the socio-cultural
issues that impact consumers. Prerequisite: MKT
1011.
MKT
2041 Channels of Distribution
3 credits
A
study of the forces contributing
to formation, cohesion,
and conflict in marketing
channels. The course focuses
on the power dimensions
of channel structure
functions of leadership,
formulation of channel
roles, and marketing
logistics. Prerequisite:
MKT 1011.
MKT
2051 Marketing Research
3 credits
An
in-depth study of the
various steps of the
market research process
from problem definition
to data analysis. Focus
on the use of market
research techniques and
technology as applied
to marketing planning,
product development,
performance monitoring
and marketing communications. Prerequisites:
MKT 1011 and DSS 1311.
HSB students must take
DSS 1311, CA&S
students may take the
equivalent of DSS 1311.
MKT
2081 Marketing Communications
3 credits
This
course examines the elements
of Integrated Marketing
Communications and how
they are used to successfully
engage the target audience.
Topics such as advertising,
direct marketing, e-commerce
and sales promotion
are addressed from creative
development to media
selection to execution
with the goal of communicating
to constituents with
one clear voice. Prerequisite:
MKT 1011
MKT
2091 Quality New Product
Development 3 credits
A
comprehensive study of
the processes involved
in conceiving, developing
and marketing new products.
The major
emphasis of the course
is on how to achieve
overall quality in new
product design and marketing. Discussion
of strategies, organizational
structures, reducing
cycle times, and significant
trends. The course includes
a team project. Prerequisite:
MKT 1011.
MKT
2131 International
Marketing 3 credits
The
concepts, methods and
problems of firms doing
business in international
markets are discussed.
The specific
economic, political,
cultural and geographical
factors affecting multinational
marketers, including
the need
to adapt to diverse culture,
foreign political and
economic conditions,
and diverse local market
conditions will
be highlighted. Prerequisite:
MKT 1011
MKT
2171 Marketing and
Technology 3 credits
This
course will combine the
study of the marketing
of high technology products
and services with utilizing high
technology to successfully
market a product or service.
It will focus on the
strategies, tactics,
policies, and processes
that leading edge firms
employ in marketing in
a high technology environment.
Students will be exposed
to current applications
of technology such as
the Internet, videoconferencing,
and sales force automation
tools, which will allow
them to understand how
to deploy technology
within the marketing
mix. Prerequisite:
MKT 1011.
MKT
2215 Selected Issues
in Marketing 3 credits
This
course addresses a variety
of contemporary issues
and problems in marketing
as selected by the instructor. Major
emphasis will be placed
on a collection of readings
and in class discussion
of the issues chosen
for analysis.
Guest lectures and field
trips, where applicable,
will be included as pedagogical
tools. Specific course description
to be published in the
semester schedule by
the instructor prior
to each semester the
course is taught. Prerequisite:
MKT 1011.
MKT
2231 Music Marketing
3 credits
Learn
how traditional marketing
principles are applied—and
frequently rewritten—for
the music industry. For individuals
considering a career
in music marketing and
those in the business
who want to expand in
this direction.
Examine elements of music
marketing: artists, record
companies, managers and
booking agents, touring,
radio and television,
music retailing and distribution,
publicity, demographics,
trends, and technology. Prerequisite:
MKT 1011
MKT
2241 Sports Marketing
3 credits
A
study of marketing, promotion,
sales and sponsorship
strategies utilized in
the sports industry.
The topical coverage
will include marketing
mix, consumer behavior,
the role of marketing
research, advertising,
event management
and value added marketing
as it relates to sports
as a product. Prerequisite:
MKT 1011
MKT
2251 Event Marketing
3 credits
The
contemporary use of event
marketing refers to a
new strategy companies
and communities are implementing
to reach consumers beyond
traditional, cluttered
advertising mediums.
This class studies ways
in which
companies differentiate
their brands through
emotional positioning
to create innovative communication
devices. Through events,
companies try to develop
an active relationship
between the brand and
its consumers. Prerequisite:
MKT 1011
MKT
2261 Sports & Entertainment
Law 3 credits
Sports
and Entertainment Law
will discuss legal dilemmas
and give students a comprehensive
legal background on
areas of sports business,
from managing sports-related
businesses to working
as a sports agent or
a university athletic
director. Studentswill
be asked to delve into
existing sports business
law suits and study current professional
sports collective bargaining
agreements and league
salary caps to stimulatediscussion
and formulate answers
to practical sports business
problems. Course will
include guest lectures
from people employed
in the field. Prerequisite:
MKT 1011
BUS
2221 Baseball: Tradition
and Business 3 credits
This
course is an interdisciplinary
analysis of baseball
as both our National
Pastime and big business.
This course
will cover topics such
as the culture and mythology
of the game; the history
of organized baseball
from its
origins in pre-Civil
War America and through
the 1960’s,
including the Black Sox
Scandal, baseball in
a segregated
(“Jim
Crow”)
America , baseball during
World War II America
, and the integration
of the game after the
war and through the mid-1960’s;
the history and evolution
of player-management
relations; economic issues
such as revenue disparity
and ballpark funding;
the business side of
the game with an emphasis
on marketing,
licensing and sponsorships;
and the revitalization
of the minor leagues. Prerequisite:
MKT 1011
MKT
2301 Advertising 3
credits
This
introductory course focuses
on the history, theory,
concepts, social responsibility,
management and regulation
of advertising. It surveys
advertising practices,
including planning, consumer
and market research. Designed
for individuals considering
a career in advertising
or related field. Prerequisite:
MKT 1011 and MKT 2081
MKT
2311 Advertising and
Promotion Management
3 credits
This
advanced advertising
and promotion course
focuses on the ethical
management of the advertising
and promotion
functions. It includes
promotional planning,
implementation, and evaluation.
Ideal for individuals interested
in and/or considering
a career in the management
of advertising and promotion. Prerequisites:
MKT 1011, MKT 2081 and MKT 2301
MKT
2321 Media Management
3 credits
This
course prepares the individual
to manage a media operation
by focusing on revenue
generation, marketing,
production programming,
motivation, ethical leadership,
and current developments
in mass media. It
includes planning, organizing,
actualizing, and controlling
in an electronic media
organization and/or the entertainment
field. Prerequisite:
MKT 1011 and MKT 2081
MKT
2331 Public Relations
and Publicity 3 credits
This
course details the concepts,
history, theory, social
responsibility, and management
of public relations.
It includes
the survey of problems
and practices in corporations,
government agencies,
associations, and non-profit organizations.
Ideal for anyone considering
a career in public relations. Prerequisite:
MKT 1011 and MKT 2081
MKT
2351 Selling and Sales
Management 3 credits
Tools
and techniques of making
effective sales presentations.
Behavioral and systems
approaches to selling
will be
covered, along with the
role of selling in the
marketing mix and the
importance of selling
in customer service.
Discussion of the management
of the sales force, including
structuring and allocating
territories, developing
call plans, setting quotas,
administering the sales
force, sales training,
and motivation. The role
of modern
information systems technology
in managing the sales
force will be assessed. Prerequisite:
MKT 1011 and MKT 2081
MKT
2401 Marketing Study
Tour 3 credits
Students
attend lectures by renowned
experts from key sectors
of the economy, government
officials, and business
executives. In addition,
students experience the
cultural heritage, ambiance
and excitement of some of
the world’s
great countries and cities. Prerequisite:
MKT 1011
MKT
2801 Seminar in Marketing (formerly
MKT 2121) 3
credits
In-depth
analysis of consumer
and industrial marketing
problems; cases dealing
with product innovation
and development,
marketing demand, pricing,
distribution, and promotion. Capstone
course in marketing.
Can only be
taken during the senior
year. Prerequisites:
MKT 2021, MKT 2051,
and MKT 2081.
MKT
2911-2921 Independent
Study in Marketing
1-6 credits
MKT
2931-2941 Directed Readings in
Marketing 1-6 credits
MKT
2953-2963 Honors Research
in Marketing 1-6 credits
MKT
2981 Internship in
Marketing: General
Studies Track 3 credits Prerequisite
MKT 1011.
MKT
2981 Internship in
Marketing: Sports & Entertainment
Track 3 credits Prerequisite
MKT 1011.
MKT
2981 Internship in
Marketing: Marketing
Communications Track
3 credits Prerequisite
MKT 1011.
Courses
supporting the B.S.
in International
Marketing program
include:
IMK
2111 Marketing to Ethnic
Consumers 3 credits
Discussion
of the challenges and
opportunities for marketers
wishing to target various
ethnic groups. Topics will
include targeting, segmentation,
and positioning strategies
to best meet the needs
of these different demographic
groups. Prerequisite:
MKT 2131
IMK
2121 International
Distribution and Logistics
3 credits
A
study of forces contributing
to formation, cohesion
and conflict in international
marketing channels. The course
focuses on the power
dimensions of channel
structure, channel leadership,
formulation of channel
roles and
international logistics. Prerequisites:
MKT 2131
IMK
2141 International
Consumer Behavior 3
credits
This
course assimilates careful
examination of cultural
values, economic variables
and other contextual
factors around
the world with leading
knowledge about the process
by which consumer needs
and wants are converted into
satisfactions. With purposeful
study of cross-cultural
variation in consumers
and their behavior, the student
develops a more thorough
basis on which to develop
a marketing strategy
in foreign cultures. Prerequisite:
MKT 2131
IMK
2161 Development of
the Global Corporation
3 credits
Combines
a comparative study of
management and organization
in several countries
around the world with
a detailed
treatment of management
and organizations in
global corporations.
For U.S. students who
intend to work
in global corporations,
at home or abroad, and
for international students
interested in problems
of applying U.S. management concepts
in their home countries. Prerequisite:
MKT 2131
IMK
2171 International
Product Policy 3 credits
Strategic
management of the international
company’s
product mix. Discussion
of portfolio theory, identification
of new product opportunities,
product and introductory
market planning, and
promotional strategy
for new product launch.
This course incorporates
a product plan which
involves both developing
and presenting
a launch proposal for
a new consumer product. Prerequisite:
MKT 2131
IMK
2311 International
Marketing Study Tour
3 credits
A
specially designed international
tour to varying countries
which offers students
a unique opportunity
to study the
variety of marketing
practices, cultural factors,
regulations, economic
systems, market entry
alternatives, etc.
that impact the nature
of international marketing. Prerequisite:
MKT 2131
IMK
2801 Seminar in International
Marketing 3 credits
In-depth
analysis of international
consumer and industrial
marketing problems; cases
dealing with product innovation
and development, marketing
demand, pricing, distribution,
and promotion. Capstone
course in international
marketing. Can only
be taken during the
senior year. Pre-requisites:
MKT 2131 and IMK 2141.
IMK
2981 Internship in
International Marketing
3 credits Prerequisite:
MKT 2131
