Marketing
In offering a variety of products and services, every institution practices some form of marketing. The major in marketing enables students to understand this vital area of business and organizational activity. In assisting students to understand concepts, apply theory to practice and integrate technology, the marketing major also helps them respond to the challenges, opportunities and risks facing marketing professionals.
Courses
GB 301 Integrated Business Functions (6 credits)
Prerequisite(s): EC 111/112 & (ST 241 or MA 251 or GB 204/205) & (AC 122 or GB 201/202) & (CC5 or WP)
Note: Not open to students who have previously taken OM 280, MK 160 or FI 270
This course studies the interaction and interdependency of the finance, marketing and operations functions within an organization. Each of these three disciplines represents a 1.5 credit module that is integrated through the 4th project module. The marketing module explores the strategic tasks and decisions facing marketing managers in the marketing of products and services. The emphasis of this class is to understand how marketing decisions with respect to the 4Ps (product, price, promotion/advertising, and distribution) are made using data from the macro environment, competitive environment, and the customers. The finance module offers insight into the role of the financial manager in acquiring and directing funds that will maximize the value of the firm for its owners and provides relevant financial concepts and tools in support of this objective. Topics include financial statement analysis, forecasting, funding growth, capital budgeting, valuing securities, and the cost of capital. The operations management module provides students with a basic understanding of operations management concepts, how a company’s strategic decisions affect its operations, and how a company’s operations can provide a competitive advantage. Topics include basic operations management (OM) definitions, concepts, theories, and tools related to operations strategy, project management, quality management, process development and management, supply chain management, use of technology, production planning, and inventory control. The goal of the project module is to apply and integrate the knowledge, skills, and attitudes acquired in the GB301 finance, marketing, and operations management modules to a real world business problem. Student teams work with business partners (actual companies) to analyze the opportunity and challenges of developing and introducing new goods and/or services, introducing existing goods and/or services to new markets, and/or developing other opportunities for company growth, and develop a complete business plan to support their analysis.
MK 321 Consumer Behavior (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
This course provides students with an understanding of the process of consumer decision-making, the individual and group level influences on consumer behavior, and the implications of consumer behavior for marketers. The course focuses on concepts and theories initially developed in psychology, sociology, demography, anthropology, and other behavioral disciplines and their application to understanding individuals as consumers. Relevant information technology concepts are incorporated into analysis of consumer trends and patterns.
MK 322 Marketing Research (3 credits)
Prerequisite(s): Junior-level standing, (GB 301 or GB 214) and (GB 210 or GB 213 )
Note: This course is required for marketing majors
Introduces tools and techniques of marketing research as an aid to marketing decision-making. Covers definitions of research problems, research methodologies, design of research projects, analysis and interpretation of research results. Emphasizes practical aspects of conducting and evaluating marketing research studies.
MK 330 New Product Development and Marketing (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
Considers the role of new products in the survival and growth strategies of organizations. Focuses on the major problems firms encounter in directing and managing their product development and marketing activities. Examines the development process from conception of ideas to commercial introduction using best practices information technology. Also considers the shorter marketing life cycle from introduction to deletion of products in the information age.
MK 332 Promotional Strategy (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
Explores promotional goals and processes as they related to the total marketing program of the organization. Examines advertising, personal selling, sales promotion and publicity as promotional techniques. Includes detailed analysis of planning and implementing promotional campaigns.
MK 334 Marketing Channels (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
Studies the strategic and operational issues in designing distribution channels for marketing goods/services to end consumers and business customers. Focuses on analysis and evaluation of distribution methods and strategies, physical distribution system elements, and management inter-organizational relationships between distribution channel members. Also, explores the issues of co-operation, conflict and control between producers, agents, distributors and retailers; management of customer service function; franchising and licensing arrangements; inter-organizational negotiations, as well as the impact of technology on distribution strategies and issues in marketing on the internet.
MK 340 Customer Centric Marketing (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
It focuses on application of databases for relationship marketing decisions. Examines segmentation, targeting, customer loyalty, lifetime value of customer as a part of relationship marketing plan. Also includes discussion of hardware, software, and implementation issues. A primary emphasis throughout the course will be placed on hands-on experience with leading-edge relationship marketing technologies in a variety of industries.
MK 342 Advertising (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
Considers the role of advertising and sales promotion within an institution and within society. Examines the advertising function in its social and ethical, economic, historical, legal and technological contexts. Explores a firm's advertising and sales promotion decisions, and focuses on the design, content and delivery of advertising messages from a communication standpoint. Investigates media, budget and measurement issues in advertising, and explores the increasing use of technological tools used by today's advertising professionals to enhance the effectiveness and efficiency of a firm's communication effort.
MK 343 Sales Management (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
Examines the establishment and maintenance of an effective sales organization. Explores decision-making responsibility at the three primary levels in a sales organization: salesperson, field sales manager and sales executive. Includes a topical analysis of sales-force policies, forecasting, budgeting, expense control, selling strategies, time and territory management, sales automation and corporate sales planning.
MK 344 Retailing (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
Examines various types of retail formats from the perspective of a professional manager and from that of an entrepreneur. Includes analysis of competitive strategies, information technology in relation to distribution and merchandising, operating in multiple channels, site analysis, e-tailing, store layout and design, merchandise selection, inventory control, pricing, promotion, and integration of the retail mix.
MK 361 eMarketing (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214. Internet, computer communication and presentation skills.
The development of information technology has changed how individuals and organizations acquire and market goods and services. This course adopts a managerial, applied perspective to examine continuing technology-driven changes in consumers, business activities, and the marketplace itself.
MK 365 Marketing of Services (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
Examines the dimensions of the service sector, including the structural differences between services and consumer/industrial products. Explores service marketers' difficulties in using traditional marketing concepts. Focuses on new marketing approaches in service sectors in the information age economy.
MK 367 International Marketing (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
Analyze the decision-making process of marketing products and services in the international marketplace. A strong emphasis on the emerging role of information technology as it affects marketing managers' decisions on the product, pricing, distribution, and advertising/promotion. Through the appreciation of the differences and similarities of the international environment, students will gain a better understanding of how marketing divisions need to be adapted for overseas markets.
MK 368 Business-to-Business Marketing (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
Examines the processes and activities that enable the profitable development and delivery of goods and services in business-to-business (B2B) markets. Focuses on the strategic importance of information technology (IT) in managing relationships when both buyers and sellers are organizations. Areas of study include customer value assessment, organizational buying behavior, value-based segmentation, and the creation and evaluation of integrated business marketing programs. An interactive B2B marketing simulation and in-depth case analyses require the application of the concepts and tools discussed in the course.
MK 400 Marketing Management (3 credits)
Prerequisite(s): Senior-level standing, (GB 301 or GB 214), and six credit hours of MK courses
Note: This course is required for marketing majors
Serves as a capstone course for marketing majors. A case driven course that integrates materials covered in the marketing curriculum and relates them to the design and implementation of marketing strategy. Selected cases will emphasize the integration of technology into the marketing process. Students are expected to demonstrate competency in analytical and presentation skills. Additionally, students will be required to utilize contemporary hi-tech tools.
MK 401 Directed Study in Marketing (3 credits)
Prerequisite(s): Department chairperson's permission
Permits superior students to study special topics. (Allows repetition for credit.)
MK 402 Seminar in Marketing (3 credits)
Prerequisite(s): (GB 301 or GB 214), Senior-level standing and/or Instructor's permission
Note: Not offered regularly. Check with department chair for availability.
Covers in-depth examination of contemporary and emerging marketing practices, issues and topics as well as other advanced or scholarly marketing topics, depending upon interests of participants and/or instructor. Teaching pedagogy includes journal articles, field project, and individual assignments.
MK 403 Special Topics in Marketing (3 credits)
Prerequisite(s): Junior-level standing and GB 301 or GB 214
Examines a specific and major marketing topic(s) or theme(s).
MK 411 Marketing Project (3 credits)
Prerequisite(s): Senior-level standing and instructor's permission
Focuses on the design, developments and execution of a marketing project on a team basis for an actual client organization. Studies management issues in implementing marketing plans and activities. Examines how specific projects relate to an organization's overall marketing strategy and the resources needed to implement such activities. Discusses criteria used to measure effectiveness of specific marketing activities.
MK 421 Internship in Marketing Practice (3 credits)
Prerequisite(s): (GB 301or GB 214) and two marketing courses. Must be approved by internship coordinator.
Note: May be used as marketing, marketing-related, business-related or unrestricted electives.
Offers a field-based learning experience for selected full-time students in marketing. Requires the student to select a seminar project related to his/her internship experience in consultation with the internship advisor. Requires students to attend regular seminar meetings, submit progress reports, and prepare a substantial report on academic concepts related to the work experience.
