Courses in Marketing
T MKT 200 Social Media Marketing (3)
Social media is now widely embraced around the world across several domains, be it social development, medicine, or business. The purpose of this course is to build a disciplined approach to understanding and harnessing social media so you can find some of the answers. Students will be required to keep-up with the latest trends and news in social media marketing. Does not yield credit toward the major in business administration or accounting or the minor in business. Prerequisite(s): admission to the Honors College.
B MKT 310 Marketing Principles (3)
Effective marketing policy is the key determinant of success in business. This course is designed to provide a broad-based foundation to the 4 Ps of marketing: product development, pricing, promotion, and places of distribution. In addition, students are exposed to marketing research, marketing strategy, Internet and global marketing, consumer and organizational behavior, retailing, and market segmentation.
B MKT 312 Marketing Research (3)
Understanding consumers is central to success in marketing. Marketing research is what marketers use in order to understand consumers. This course covers all aspects of marketing research process, including planning, design, collecting data, and analyzing data using SPSS or other statistical analysis software. Prerequisite(s): B MKT 310 and B ITM 220 or A MAT 108.
B MKT 351 Consumer Behavior (3)
The goal of this course is to provide a comprehensive understanding of (a) why consumers behave the way they do, (b) what factors influence such behavior, and (c) how consumers make decisions in the marketplace. Understanding consumer behavior serves as the foundation upon which advertising, sales promotion, product, packaging, pricing, distribution, and other aspects of marketing strategy are built. Prerequisite(s): B MKT 310 and B ITM 220 or A MAT108.
B MKT 376 Global/International Marketing (3)
This course extends marketing principles to the global arena. Through active participation and projects, you will learn about the problems of implementing a marketing mix globally and how to evaluate the social, legal, political, and ethical concerns in operating a global enterprise. Prerequisite(s): B MKT 310.
B MKT 377 Services Marketing (3)
This course covers the ideas, theories, and terminology that are foundational for creating successful marketing strategy in our current services (and experiences) economy, whether working for established businesses or starting your own venture. Services businesses create unique and difficult marketing challenges. Services account for 70%+ of the GNP in most developed economies, and a large majority of business graduates will be working in services industries (e.g. health care, technical and financial consultancies, PR firms, events coordination, marketing agencies, entertainment and sports businesses, etc.). Therefore, knowing services marketing strategies for success as a marketer in services businesses (and in manufacturing firms who offer service solutions as a competitive advantage) is a valuable skill set. Prerequisite(s): B MKT 310; B MKT 351 recommended.
B MKT 411 Marketing Strategy in Globalized Market Environment (3)
This course discusses how marketers develop marketing strategies in a globalized market environment and provides students necessary tools to develop integrated marketing management strategies. Through active class discussions, case studies, and projects, students learn how to evaluate global marketing environment and how to develop conventional and digital strategies applied to segmentation, targeting, positioning, and the marketing mix in a global context. Prerequisite(s): B MKT 310.
B MKT 415 Retailing Management (3)
Examination of contemporary issues in retail management. Study of retailing concepts is provided through analyses of current retailing practices. Retailing theory and research to study and explore new developments in the retail industry. The course will provide a grounding in understanding the concepts of retailing and examine how it can be a source of creating value and competitive advantage. Prerequisite(s): B MKT 310; B MKT 351 recommended.
B MKT 421 Social Marketing and Public Policy (3)
This course provides students with a broader understanding of how marketing affects society. Specifically, this course will demonstrate the importance of marketing in various areas that are not traditionally covered in the business curriculum, such as government regulation of marketing structure, marketing policies, and practices. Additionally, this course will provide students with the necessary skills to apply a variety of social marketing concepts in both for-profit and non-profit organizations, using appropriate analytical techniques. Prerequisite(s): B MKT 310; B MKT 351 recommended.
B MKT 430/430Z Personal Selling and Sales Management (3)
This course prepares students to enter business in the sales department and advance into management. It will cover the selling process, focusing on the concepts and tactics associated with consultative selling, the approach associated with business-to-business transactions. Also, the class will examine how managers build their organization through effective recruiting, training, and supervising. In-class exercises put concepts like team-building and negotiation into practice. Students learn about the very same practices that they face when entering the job market. Guest speakers and cases bring the topics alive and anchor discussion in the real world. Writing and presentation skills improve through practice and feedback. Prerequisite(s): B MKT 310.
B MKT 432 Advertising: An IMC Perspective (3)
Through projects and active participation in this course, you will learn how people receive and process messages; why some efforts work while others fail; how to integrate your efforts and target an audience through advertising, public relations, direct marketing, and information systems; how to assess communication options systematically and formulate integrated marketing communication plans; and how an integrated marketing communication plan can win and keep customers. Prerequisite(s): B MKT 351.
B MKT 437 Business Marketing (3)
This course provides an introduction to business-to-business marketing and the role played by advancing technology, including IT. Students learn the concepts and strategies behind supply chains, industrial purchasing, electronic business markets, strategic partnerships and networks, and cross-border business marketing. New advances in building business relationships are explored. Classes are action-oriented, involving case discussions, team presentations, and guest speakers. Prerequisite(s): B MKT 310.
B MKT 440 New Venture/Product Development (3)
Peter Drucker, in Innovation and Entrepreneurship, says that successful entrepreneurial businesses must systematically change the values and satisfactions customers obtain from a company's distinctive competencies and resources. In this course we implement this idea and guide students in developing actionable marketing plans for their new ventures and/or products. By the end of the course, students would have a clear understanding of the various issues relating to new venture/product development such as identifying and refining viable ideas and concepts, forecasting demand, business analysis, and designing and implementing successful marketing strategies for new ventures/products. Prerequisite(s): B MKT 310. Offered fall semester only.
B MKT 450 Social Media Marketing (3)
Marketing in social media has changed the dynamics of both B2B and B2C marketing. Today, social media campaigns are everywhere and marketers are actively pursuing social media plans in addition to conventional marketing planning. This course will introduce you to the world of social media marketing, with an emphasis on designing, implementing, and evaluating social media marketing programs. This course is open only to senior Business Administration Majors. Prerequisite(s): B MKT 310 and senior standing in the School Of Business.
B MKT 460 Internet Marketing Strategy (3)
In this course you will learn how to think and plan as a Web marketing manager. You will create an Internet strategy that builds on the strength of existing marketing programs, build a brand on the Web using techniques for Internet marketing strategy, recognize the situations in which a Web strategy will work, and make improvements to functioning sites that are not achieving expected results. Prerequisite(s): open only to senior School of Business majors who are pursuing a combined concentration in marketing.
B MKT 461 Marketing Analytics (3)
This is an introductory course to data analytics with a focus on marketing problems. Using a data analysis software (SPSS), students learn how to prepare data for analysis, conduct initial analysis, and interpret and present the results to different audiences to inform marketing strategies. The course also includes topics on digital analytics, how to present data convincingly, the ethics of using big data in business, and the future of data-driven decision making. Besides lectures, students engage in hands-on exercises (including analysis of real company data), guest lectures, TED talks, and case studies. Prerequisite(s): B MKT 310.
