Course Descriptions

Fall 2019

MKTG 271—Intro to Maketing: 3 credits

This course highlights the marketing concept which includes: a total customer commitment, an emphasis on customer satisfaction, value creation, and customer relationship management. Students develop an understanding that within any organization every individual is a marketer. Students build a knowledge base with regard to the eight pillars of marketing: Strategic marketing planning, Market segmentation, Marketing research, Buyer behavior, Product, Promotion, Place, and Price. The challenges marketing professionals face are identified and ethical ways of approaching them are analyzed. Through the use of group projects, written assignments, case discussions, and newsworthy marketing issues and trends, students are encouraged to organize their thinking to apply learned concepts of marketing to managerial situations and opportunities.


MKTG 373—Sales Fundamentals: 3 credits

This course introduces the fundamentals of salesmanship and the problems confronted by the sales manager. Emphasis will be placed on developing an understanding of production planning, pricing, market analysis and specific areas of sales management. Attention will be given to management of the sales force, recruitment, selection and ethical considerations. Software will be integrated into this course to reflect current trends in sales management and the selling function.


MKTG 374W—Marketing Research: 3 credits

Examines the methods used by business management to obtain the information needed to support marketing decisions: selection of target market, design of product, distribution, promotion, and pricing policy. These methods include exploratory (qualitative) research, conclusive (quantitative) research, sampling theory and application, and various statistical techniques used to support marketing research (regression, correlation, analysis of variance and contingency analysis).


MKTG 378—Event Marketing & Planning: 3 credits

Event marketing is a fast growing field that requires professional knowledge and skills. Event Marketing and Planning will examine the foundation of sports, corporate and traditional event management including finance, operations, marketing, ticketing and sponsorship. The course will address major trends and successful business practices in event marketing today.


MKTG 379—Buyer Behavior: 3 credits

This course uses theories and research that explain and predict consumer and organizational buying behavior. The course examines concepts that have implications for marketing management decisions, including individual and group decision-making, socio-cultural and psychological factors that influence consumer attitudes, and consumer research. Projects are assigned to allow students to apply theoretical concepts to real world challenges and experiences.


MKTG 442—Digital Sales & Marketing Tools: 3 credits

This course focuses on specific current economic issues. The course and its content vary. For example, topics might include the federal budget deficit, economics and politics, or global economic changes.


MKTG 443—International Marketing: 3 credits

Helps students develop skills in analyzing economic and non-economic factors for identifying and evaluating foreign market opportunities; this course will allow students to become familiar with different approaches for segmenting international markets; it will encourage students to develop skills in formulating product, price, distribution, and promotion strategies in the context of business outside the United States; and this course will help develop skills in undertaking international strategic marketing planning.


MKTG 471—Services Marketing: 3 credits

This course has a dual focus - exploring the marketing of services and investigating the techniques to improve customer service. Students develop an understanding that in order to have a satisfactory service encounter both service providers and customers must work at creating a Collaborative Service Culture. In this environment, Discretionary Collaborative Behaviors are performed by an employee or a customer to help each other and thus contribute to the effective functioning of the relationship. Students build a knowledge base with regard to the services marketing concepts of: service encounters (regarding the role the service provider and the customer play), relationship marketing, satisfaction (the causes and how to measure), customer expectations, service rules, complaint behavior, and service design and operations. Upon completion of this course, students not only develop an understanding of, from the servicer's point of view, what it takes to effectively market a service for complete customer satisfaction, but also, from the consumer's point of view, what it takes to get the best service as a customer and be treated as a company's favorite customer.


MKTG 472—Digital Marketing: 3 credits

This course provides the basic level of marketing analytics methodology following an integrated approach practiced in business. As managers assimilate technology into their decision making, and customers' expectations of how they want to be sold to and served are changing, enterprises not oriented around analytical processes and not leading in their use of technology will find themselves at a competitive disadvantage. While in the past, analytical models focused on "stovepipe" sales, marketing, and service applications, business survival in today's environment demands cross-functional solutions that integrate a wide range of applications into a unified decision support system designed around the analytical marketing models. This course is built around marketing analytics applied to common core functional components: Sales: includes one or more applications for strategic marketing management, including sales forecasting at the macro and micro environmental level, goal setting, and formulating the optimal marketing mix. Marketing: includes one or more applications for strategic marketing management, including scenario writing via forecasting at the macro and micro environmental level, goal setting, formulating the optimal marketing mix, profiling and segmenting customers, management of marketing campaigns from design to execution to fulfillment, and analysis tools for tracking program effectiveness. Customer Service: includes Web-based CRM, customer support, and service modules, problem tracking, and critical customer management. Meeting the course objectives flows from mastering data procurement and validation i.e., mastering basic methods to acquire, store, and analyze information from customers and firms. Case/simulation exercises are used to enable students to understand the elements of marketing analytic decision support for marketing management including interface with marketing research, profiling the external environment, generation of customer lifetime value, service performance, and advertising impact. The course concludes with a marketing analytic decision support project.


MKTG 473—Sales Management: 3 credits

Introduces the fundamentals of salesmanship and the problems confronted by the sales manager. Emphasis will be placed on developing an understanding of the sales model, production planning, pricing, market analysis and specific areas of sales management. Attention will be given to management of the sales force, recruitment, selection and ethical considerations.


MKTG 476—Product Innovation: 3 credits

This course examines methods and tools leading to successful product development and commercialization, as well as the maintenance of existing products and product lines, including product positioning, design, marketing mix, testing, forecasting and product launch, plus product strategy and product life cycle management, using case studies and computer simulations.


MKTG 477W—Strategic Marketing: 3 credits

This course is designed to enable the student to apply acquired marketing knowledge and expertise to real world problems and situations. The primary emphasis of teaching is the case study method. Topics covered are: opportunity analysis, crisis management, marketing environments, product development, advertising and personal selling, pricing strategies, market segmentation, retail management, service marketing, marketing research, and ethical issues in marketing. Students demonstrate decision making skills through learning to identify and define a marketing problem, analyze and evaluate it, and prepare recommendations concerning implementation for the organization and its environment.


MKTG 478—Business to Business Marketing: 3 credits

This course focuses on business-to-business marketing. It will demonstrate the differences between industrial and consumer marketing; how industrial marketers evaluate their marketing environments, including an understanding of customers and competitors. The course applies the elements of the marketing mix to industrial marketing and provides a framework for developing and evaluating strategies and plans for industrial markets.


MKTG 479—Retail Management: 3 credits

This course focuses on retail management from a strategic perspective while emphasizing the similarities and differences between the retail and industrial sector. Emphasis will be placed on consumer behavior, franchising and the changing retail environment. This course applies the elements of the marketing mix to retail markets and provides a framework for strategic planning in the retail sector.