Marketing

MKTG2200 Principles of Marketing This course focuses on the total system of interactive business activities involved in the movement of goods from producers to consumers and industrial users. It involves analysis of the marketing functions performed by the manufacturers, wholesalers, retailers, agent middlemen, and market exchangers. This course examines consumer and industrial products and services; private, public, for-profit, not-for-profit organizations; as well as the social, ethical, and legal implications of marketing policies. Students evaluate pricing, branding, choice of distribution channels, selective selling, and the planning and implementation of sales programs. Emphasis is on a managerial approach to making responsible marketing decisions. Fall and spring semesters. 4 credits Prerequisites: MGMT1101

MKTG2500 Consumer Behavior Consumer behavior includes the study of concepts and methods that help us learn about consumers’ shape intentions, activities, and motivations. We’ll look at consumers as individuals and as part of groups in learning how they think and make choices as consumers. Individual, family, and group buying decision processes will be examined. Cases will be considered in class to develop a “hands on” feel for the usefulness of consumer behavior topics and research. Consumer behavior is a dynamic, exciting field whose study is the consumer. And it is the KNOWLEDGE of the consumer, which enables marketing managers to plan effective marketing strategies, to generate satisfactory product designs, to communicate clearly with target markets, and to enhance consumer quality-of-life. Fall semester. 4 credits Prerequisites: MGMT1101 MKTG3110 Marketing Research: An Applied Approach Marketing research involves gathering and analyzing data so as to provide marketing managers with timely and relevant information that will assist them in decisionmaking. The primary goal of this course is to give students the requisite tools that will enable them to gather and analyze data to help managers to design product, as well as determine price, promotion and distribution strategies. They will accomplish this learning by examining cases as well as doing hands-on projects. Students will gain experience in research design, data collection, data analysis using the Statistical Package for the Social Sciences (SPSS), and presentation of results. Fall semesters. 4 credits Prerequisites: MATH1118, MGMT1101 and MKTG2200

MKTG3322 Internet Marketing Internet Marketing provides students with a detailed look at the process of marketing planning and implementation from an internet marketing perspective. From email marketing to traditional media advertising; search engine optimization to marketing strategy, Internet Marketing explores the process of planning for, targeting and creating interactive marketing tools designed to reach the right audience with the right message at the right time. Students in this course will learn the fundamentals of SEO, online advertising, analytics, email marketing, social media marketing, and mobile marketing through the exploration of sample online marketing campaigns. Students will learn theory as well as practitioner tools used in online marketing campaigns. Content will also contain an overview of the online marketing industry. Spring semester. 4 credits Prerequisites MGMT1101 and MKTG2200

MKTG3422 Sport Marketing Application of Marketing principles and theories to sports events, facilities, athletes and products. The course will also explore the role of athletes in the promotion of products and services as well as the role of a marketing program in generating sports business revenue. Alternate spring semester, odd years. 4 credits Prerequisites: MKTG2200 and MGMT2401

MKTG3496 Marketing Internship The Marketing Internship involves experiential learning in a for-profit or notfor-profit firm related to the student’s prospective career. The course requires that students apply theoretical knowledge to a practical setting. This provides them with the opportunity to gain experience in their chosen career, and make a contribution to the organization in which they complete their internship. In addition to working at the internship site, students attend a seminar that deals with the theoretical, practical, and ethical aspects of their work. Students must also complete a project as part of the internship. Together with the Internship supervisor, a project is defined for the student that will add value to the organization and that will help the student build expertise and confidence in an area of mutual interest. Fall, Spring and Summer semesters. 4 credits Prerequisites: INT1001 and two of the following courses: MGMT2307, MKTG2200 or MGMT3305

MKTG3501 Advertising and Promotion This course takes a managerial approach to advertising campaign decisions and promotional strategies for products and services, with an emphasis on creativity, implementation, and results. Students learn how to evaluate advertising and promotion campaigns and they learn how to plan and execute campaigns using traditional and new media. They also explore a range of social, legal, and ethical issues related to advertising and promotion.

Fall semester. 4 credits Prerequisites: MKTG2200

MKTG4200 Marketing Strategy This course provides a capstone class for undergraduate students with prior background in marketing to integrate their learning in marketing (“put it all together”). It examines the marketing management concepts underlying both consumer and industrial marketing strategy and tactics. It helps students learn to think strategically when making and implementing marketing decisions (“strategic decision making”), apply specific analytical approaches and tools for understanding customers, competition, and markets (“applications of marketing data and information”), and develop an appreciation for the relationship between marketing and the other functional areas of business. Strategic marketing focuses on the concepts and processes involved in developing market-driven strategies. The key challenges in formulating market-driven strategies include: (1) acquiring a shared understanding throughout the organization about the current market and how it may change in the future, (2) identifying opportunities for delivering superior value to customers, (3) positioning the organization and its offerings to best meet the needs of its target markets, and (4) developing a coordinated marketing program to deliver superior customer value. raditional and live cases and/or simulation exercises will be a pedagogical component of this course. Spring semester. 4 credits Prerequisites: MKTG2200, MKTG3110, MKTG3501, MKTG3322 or MKTG3422, and senior status Arts and Sciences Course Descriptions for