Marketing (MKT)

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Courses

Courses primarily for undergraduates:

(3-0) Cr. 3. F.S.SS.

Prereq: credit or current enrollment in ECON 101
The role of marketing in society. Markets, marketing institutions, and marketing functions with emphases on product, price, marketing communication, and marketing channel decisions.

(3-0) Cr. 3.

Prereq: MKT 340
Analysis of the theory and practice of personal selling with the context of relationship marketing and salesforce automation. Topics include: goal setting, prospecting, time/territory management, questioning, presentations, objections, commitment and customer service; simulations of selling situations.

(3-0) Cr. 3. F.

Prereq: MKT 340
In-depth appreciation and understanding of the unique challenges inherent in creating, managing, and delivering quality services. Students will be introduced to and have the opportunity to work with concepts, tools, and strategies that address these challenges.

(Cross-listed with MIS). (3-0) Cr. 3. F.S.

Prereq: MKT 340
Use of spreadsheets to conduct various analyses to support marketing strategies. Topics include data visualization and exploration, marketing models and consultative problem-solving skills. Development of skills such as formulating problems, structuring and prioritizing problems, synthesizing results and communicating intuition from quantitative analyses.

(3-0) Cr. 3. F.S.

Prereq: Credit or enrollment in MKT 447
Principles, concepts, and problems involved in the development and implementation of promotional strategies. Coordination of a variety of promotional elements: advertising, sales promotion, direct marketing, public relations and publicity of web communications, and personal selling.

(3-0) Cr. 3. F.S.

Prereq: MKT 340
Functional aspects of sales force management; personal selling methods; procedures for recruiting, selecting, and training new salespeople; compensation and expense control systems; problems of sales force motivation and supervision; methods of territorial and quota assignment; sales department budgets; distributor-dealer relations; other selected topics.

(3-0) Cr. 3. F.S.SS.

Prereq: MKT 444, MKT 447
Analysis of major elements of strategic marketing management. May include case studies or business simulations involving decision making using marketing tools from previous courses. (For marketing majors only.).

(3-0) Cr. 3. F.S.

Prereq: MKT 340, STAT 226
Marketing research techniques: problem formulation, research design, questionnaire construction, sampling, data collection procedures, and analysis and interpretation of data related to marketing decisions.

(3-0) Cr. 3. F.S.

Prereq: MKT 340
Examines how customer data can be used to enhance decisions relating to acquisition, development and retention. Topics include customer lifetime value, customer as assets, customer loyalty programs and customization.

(3-0) Cr. 3. F.S.

Prereq: MKT 340
Basic areas of retail management: buying, merchandising, retail promotion, store location, store layout, credit management, and inventory control. Emphasis on practical application of retail management principles.

(3-0) Cr. 3. F.S.

Prereq: MKT 340
Study of how consumers select, purchase, use, and dispose of goods and services. Includes analyses of how markets and others influence these processes. Application of concepts and methods of the behavioral sciences to marketing management decision making.

(3-0) Cr. 3. F.S.

Prereq: MKT 340
Marketing from a global perspective and familiarity with the problems and perspectives that global companies face. Concepts and principles of marketing strategies, market assessment, identify marketing opportunities, entry decision, emerging markets, effects of political, legal, economic and cultural environments, and decisions relating to segmentation, positioning, branding, product, price, distribution and promotions in a global setting.

(3-0) Cr. 3.

Prereq: MKT 340
Analysis of current issues and problems in marketing with emphasis on new theoretical and methodological developments. Additional seminars may be offered.

(3-0) Cr. 3. F.S.

Prereq: MKT 340
Focuses on marketing channels, the downstream part of a value chain, companies that come together to bring products and services from their point of origin to the point of consumption. Topics include channel institutions, channel design, channel coordination and implementation. Highlights international and technological aspects of marketing channels so that students can successfully develop and manage marketing channels in a contemporary business environment.

(3-0) Cr. 3. F.S.

Prereq: MKT 447
Examines the role of brands and branding in market environments characterized by intense competition and consumer power. Covers issues relating to why branding is important to firms, what brands represent to consumers, and what should be done to manage them effectively.

Cr. 1-3. Repeatable.

Prereq: MKT 340, senior classification; permission of instructor

(3-0) Cr. 3. SS.

Prereq: MKT 340
Provides experience to students in culture, social, economic, and political environment of marketing in a foreign country. Students complete a term project (e.g., a marketing plan) based on information collected in the foreign country. Students attend briefings by experts/officials of private and public organizations.

Courses primarily for graduate students, open to qualified undergraduates:

(3-0) Cr. 3.

Prereq: Enrollment in MBA program or departmental permission
An analytical approach to the study of marketing issues and challenges of business firms and nonprofit organizations. Emphasis on the influence of the global marketplace and the marketing environment on marketing decision making; the determination of the organization's products, prices, channels and communication strategies; an orientation that ensures sustainability of marketing operations; and the organization's system for planning and controlling its marketing effort.

(3-0) Cr. 3. F.S.

Prereq: MKT 501
Strategic marketing and decision making, with emphasis on cases utilizing qualitative and quantitative techniques and marketing models.

(3-0) Cr. 3. F.

Prereq: MKT 501, MKT 509
Scope and nature of global marketing operation; the context of international environment in which firms operate. Recent developments of international business activities, and a framework for better understanding of the basic forces driving international business and marketing operations. Development of market entry strategies and global marketing mix policies, as well as export operations. Organizational issues related to the globalization of the firm.

(3-0) Cr. 3. S.

Prereq: MKT 501
Principles and concepts of new product development and introduction; decision areas include market definition and structure, idea generation, concept evaluation, test marketing, launch tracking, and global product planning; models and techniques of new product evaluation used by consumer product companies.

(3-0) Cr. 3.

Prereq: MKT 501 and instructor permission
In-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services. Students will be introduced to and have the opportunity to work with tools and strategies that address these challenges.

(3-0) Cr. 3. S.

Prereq: MKT 501, BUSAD 502 or STAT 401
Marketing research methods are examined with emphasis on the use of advanced research methods in business research. Application of advanced sampling, measurement, and data analysis methods in research on market segmentation, market structure, consumers' perceptions and decision processes, marketing communication, new product development, and pricing.

(3-0) Cr. 3.

Prereq: MKT 501
Introduces the student to the field of marketing communications. Covers a number of topics and areas essential for understanding how to design and evaluate communication strategies necessary for the successful marketing of products and services. An integrated marketing communications (IMC) perspective is employed in covering material, with a corresponding focus on various elements of an IMC strategy, including advertising, promotions, point-of-purchase communications, direct marketing techniques, and other topics.

(3-0) Cr. 3.

Prereq: MKT 501
Core concepts and issues involved in customer relationship strategy and management in consumer and business-to-business markets. Emphasis on customer opportunity analyses, customer relationship management tools and strategies.

(3-0) Cr. 3. S.

Prereq: MKT 501
The behavior of consumers. Intensive review of literature from relevant disciplines. Applications of concepts and methods of the behavioral sciences to marketing management decision making.

(3-0) Cr. 3.

Prereq: MKT 501
Allows students to develop the ability to plan and execute a B2B business by integrating aspects of marketing with other business functions in the international context. Product strategy, innovation, foreign market entry, supply strategies for foreign markets, pricing strategy, market research, customer service, international payments, managing international subsidiaries, licensing, distribution strategy, and responding to changing international environmental conditions. Involves a simulation-based instruction in planning and managing an international B2B business.

(3-0) Cr. 3.

Prereq: MKT 501
Design of marketing channels, developing and managing relationships with resellers, and evaluating channel performance. Emphasis on international and technological aspects of marketing channels.

Cr. 1-3. Repeatable.

Prereq: Permission of instructor
For students wishing to do individual research in a particular area of marketing.

Courses for graduate students:

(3-0) Cr. 3.

Prereq: MGMT 601
A rigorous foundation of the major conceptual and methodological paradigms in the consumer-behavior literature. Seeks to aid students in understanding the psychological, sociological, and anthropological roots of consumer behavior research. Read the latest research in the area reported in leading consumer behavior/psychology journals.

(3-0) Cr. 3.

Prereq: MGMT 601
Review major contributions and recent developments in marketing strategy research and practice. Review commonly used modeling approaches and research methods to study strategic interaction between firms seeking to build competitive advantages. Provide an overview of empirical research regarding measurement, level and persistence of business success and implications of findings for theory and strategy development.

(3-0) Cr. 3.

Prereq: MKT 601
Addresses key strategy and implementation issues behind customer management. Topics such as typology of CM strategies, antecedents and outcomes; environmental and managerial influences on strategy formation; technology and impact on CM strategy; and value of CM strategy. Examine theories and concepts behind important CM issues such as customer satisfaction, customer loyalty and customer profitability.

(3-0) Cr. 3.

Prereq: MGMT 602
Inter-firm and network competition; relationship among suppliers, distributors, alliance partners, external employees, and internal employees. Theories including agency theory, network theory, relationship marketing, channels of distribution theories on cooperation versus competition, IOS theories.

(3-0) Cr. 3.

Prereq: Knowledge of introductory statistics, STAT 401, enrollment in the PhD program
Introduction to methodological issues that arise when addressing a wide variety of research questions in organizational and consumer studies. Address measurement issues (scales, reliability and construct validity), design (for experiments, surveys, or qualitative studies), sampling, and analysis (univariate and multivariate statistical procedures). Measurement issues in cross-cultural and international research will also be covered. It is assumed that students entering the course have knowledge of introductory statistics.

(1-0) Cr. 1.

Prereq: enrollment in the PhD program
Preparation of a research manuscript to be submitted to a peer-reviewed academic journal. Students will work with a faculty mentor on a research project.

(1-0) Cr. 1.

Prereq: enrollment in the PhD program
Preparation of a second research manuscript to be submitted to a peer-reviewed academic journal. Although students work under the supervision of a faculty mentor, the students will take independent responsibility for the research project.

Cr. 12.

Prereq: Graduate classification, permission of dissertation supervisor
Research.