MKT-Business
Factors involved in the management of the marketing function relative to product development, promotion, pricing, physical distribution, and determination of marketing objectives within the framework of the marketing system and in domestic and international markets. Prerequisite: ECO 201.
Survey course dealing with possible careers in marketing. Focus is on self assessment, building a resume portfolio and career objectives. Over half of the classes will involve practitioner panels and discussions.
Successful and unsuccessful entrepreneurs explore unique challenges, controversies, and choices encountered in starting and growing new ventures.
Role of marketing in entrepreneurial ventures and role of entrepreneurial thinking in marketing practice. Examination of innovation in marketing, especially when operating under time, budget, and limited marketing information constraints. Prerequisite: MKT 291 or permission of instructor.
The nature of business has changed dramatically as competitive and other environmental factors have forced organizations to examine the ‘value propositions’ that they offer to their customers. Nowhere is this focus on value more evident than in customer service roles, particularly sales. Prerequisite: MKT 291.
An investigation into the science and art of understanding consumer behavior from a marketing perspective. This course is designed to help students develop an understanding of the skills, processes, concepts and theories necessary to generate useful consumer insights for products and services. Prerequisite: MKT 291.
Students participating in an internship program register for this course during the semester they are on work assignment. Prerequisite: permission of departmental internship coordinator.
This course will help students to understand and practice the marketing research process and its role within the organization; integrate marketing theory and marketing research; improve their ability to find and intelligently use market information; practice using statistical quantitative tools. Prerequisites: DSC 205 or STA 261, MKT 291.
The purpose of this course is to provide the foundations for cross functional integration of business strategy, theory and practice. This goal is accomplished by exposing students to a structure of increasingly complex case analysis and discussion. A comprehensive framework will also be created. Prerequisite: MKT 291.
Introduces the nature and functions of marketing between businesses and business/government in terms of structure, buyer behavior, processes, supply chain management, information flows and the marketing mix. Prerequisite: MKT 291.
Survey course emphasizing a hands-on immersion into ECommerce; studies the impact this technology has on the basics of the marketing mix and effective and efficient marketing strategies. Focuses on applications, innovations, and future direction (not on the technology that enables the Internet and www). Heavy reading, electronic and in-class discussions, and ‘surfing’ required. Prerequisite: MKT 291.
This course will provide students with an overview and understanding of global marketing. This involves an analysis of world markets, their respective consumers and environments, and the marketing management required to meet the demands of constantly changing foreign markets. Prerequisite: MKT 291.
Develops a framework for understanding all the firm’s movement-storage activities necessary to provide products to customers where and when they are desired. Transportation, warehousing, inventory, order-processing, and handling activities are investigated in terms of their impact on customer service and total distribution cost. Prerequisite: DSC 205, MKT 291.
Theory and practice of brand equity management and integrated marketing communications. Topics include brand equity models, brand audits, brand equity leveraging and brand portfolio management. Significant emphasis is also placed on the theory and practice of integrated marketing communications. Prerequisite: MKT 291.
Multidisciplinary practicum involving students from marketing, art, and communication. Three competing, multi-disciplinary student teams work for a semester on an actual client’s current marketing communications problem. Campaign solutions include primary research and market analysis, campaign strategy development, budget, media plans, fully produced electronic and interactive media and graphic design for print advertising, and other sales support materials. Incorporates contemporary technology and industry standard materials and research. Expertise and facilities of marketing, art, and communication programs are fully integrated within each team. Each campaign is formally presented to the client at the end of the semester. Prerequisite: MKT 335 and permission of instructor.
Capstone case course dealing in depth with domestic and international problems in all areas of marketing. Considers impact of technology and ethics of these problems. Focuses on development and application of an analysis framework. Prerequisite: MKT 291 and senior standing.
This marketing strategy practicum will provide students an opportunity to integrate and apply marketing planning and strategic concepts to real-world problems while developing skills in teamwork, written and oral communication, critical thinking, and quantitative and qualitative analysis. Prerequisites: MKT 291 and senior standing.
Provides broad understanding of supply chain management. Covers primary activities required to manage supply chains effectively, how members of the supply chain are horizontally integrated, and processes for assessing performance and impact of supply chain management activities. Focuses on relationships between supply chain entities and behavioral issues that influence management of those issues. Students learn integrative tools for analyzing and evaluating alternative courses of action regarding supply chain management activities and functions. Prerequisite: MGT 432, MKT 431. Cross-listed with MGT 498/598.
Introduces the MBA student to concepts and decisions within marketing, as well as the implications marketing decisions have for other aspects of the organization. Examines consumers and segments, product and service planning, channel design, promotional strategy, and pricing.
Introduces the MBA student to creative thinking by assessing personal cognitive styles, applying methods to stimulate creativity, developing methods for idea selection and launching related initiatives.
Study of service marketing characteristics in the business service profession. Develops an understanding of the importance of service quality and the issues concerning practice development. Prerequisite: graduate standing in business or permission of instructor.
Marketing management in the administration of profit and nonprofit enterprises: segmentation, product development and management, pricing, systems of distribution, and promotion. Cases and readings.
Intensive investigation of international business environment and its theoretical foundations, including all aspects of marketing, finance, accounting, economics, and management. Impact of cultural and political influences on business operations examined. Class discussions and case analysis link key issues of concern to executives responsible for international management of the fields of discipline within international administration. Prerequisite: ECO 201, 202. Summer only.
Continues integration of various functional areas of business. Introduces M.B.A. student to industry analysis, product and distribution issues, promotion, and pricing. Nature of and development of interpersonal relationship skills stressed, including nonverbal communication, social style, and negotiation. Continues development of oral and written communication skills within a managerial context. Particular emphasis given to assessment of development of essential skills.
Develops framework for understanding conceptual foundations of business marketing management. Provides depth and breadth of understanding areas of organizational buying behavior, unique business market characteristics and critical elements of business marketing strategic planning.
Provides depth and breadth to student’s ability to develop strategy and solve problems in the business market environment. Examines current and future business issues and management concerns and helps integrate knowledge into process of developing strategy and solving problems.
Introduces information used in the process of formulating strategy and making decisions in the business marketing environment. Develops understanding of the role and use of information in the strategic planning process and the methods for gathering information.
Reviews topics currently of importance to marketing managers. Objective is to expose students to a wide range of contemporary issues that have the potential to impact the marketing management function.
Independent investigation, research, reading, and analysis of assigned topics. Registration only with permission of instructor.
Examination of the entrepreneurial process from an interdisciplinary and cross-functional perspective, with applications in start-up, small business and corporate contexts. Emphasis on innovation, risk taking and growth. Prerequisite: Graduate standing.
