Marketing Department

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 P’s 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)

The tasks of introducing new products or modifying existing products regularly challenge decision-makers in a firm. To this end, the main purpose of this course is to provide an overview of marketing research issues so that decision-makers can avoid costly mistakes by “getting it right the first time.” A data analysis project, hypothesis testing and applied statistics with SPSS are key elements of the course. Prerequisite(s): B Mkt 310, B Itm 220, or A MAT 108.

B Mkt 351 Consumer Behavior (3)

This is a marketing course, not a consumer psychology course. It focuses on how a company develops its basic strategy—identifying, evaluating, and targeting market segments whose needs are not currently being met by existing products. The main goal of this course is to provide a broad, content based, “gestalt” understanding of macro consumer segments and how to best market and communicate with them. As such, it is intended to provide the platform from which more advanced courses in marketing are developed. Prerequisite(s): B Mkt 310, B Itm 220, or A Mat 108.

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 411Z Marketing Management (3)

To survive, every organization needs customers. Marketers develop, price, promote, and distribute products and services for the purpose of creating equitable exchanges with customers. As such, marketing is a long-term process that focuses on customer needs and the ability of the firm to satisfy those needs. A key assignment in this course is to develop a defensible business plan. Prerequisite(s): B Mkt 351. [WI]

B Mkt 430Z Personal Selling and Sales Management (3)

B Mkt 430Z prepares students to enter business in the sales department and advance into management. We cover the selling process, focusing on the concepts and tactics associated with consultative selling, the approach associated with business-to-business transactions. Also, we 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. [WI]

B Mkt 432 Advertising: An Integrated Marketing Communication (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)

Helps students understand how organizations interact with one another. Marketing analysis, planning, and strategy is studied in business-to-business buying and selling situations. The environment of business marketing and the process of organizational buying are examined. Traditional topics, such as target marketing and the marketing mix, are often combined with advanced topics such as negotiation, relationship development, quality control, logistics, and international marketing. Prerequisite(s): B Mkt 310. May not be offered in 2007-2008.

B Mkt 437Z Business Marketing (3)

B Mkt 437Z 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. Writing and presentation skills improve through practice and feedback. Especially when combined with B Mkt 430Z, students are well equipped to enter and advance in the world of business-to-business sales and marketing. Prerequisite(s): B Mkt 310. Not being offered in 2007-2008.

B Mkt 460Z 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. Permission of School of Business. Not being offered in 2007-2008. [WI]

B Mkt 480 Selected Topics in Marketing (3)

Intensive study of topics in marketing. Topics may include project management, new product development, management of innovation, use of microcomputers for marketing decisions, retailing, and industrial marketing. May be repeated for credit when topic differs. Open only to senior business administration majors. Prerequisite(s): permission of School of Business.

B Mkt 480Z Selected Topics in Marketing (3)

Intensive study of topics in marketing. Topics may include project management, new product development, management of innovation, use of microcomputers for marketing decisions, retailing, and industrial marketing. May be repeated for credit when topic differs. Open only to senior business administration majors. Prerequisite(s): permission of School of Business. [WI]

Mkt 522 Marketing Management (3)

This course focuses on the influence of the marketplace in shaping an organization's product mix, and pricing, distribution, and communication strategies to serve various customer segments. Through an integrated marketing strategy, the goal is to create high levels of customer satisfaction, thereby leading to long-term profitability for the organization. Topics include: defining the market; problems in implementing a customer relationship plan; building brand equity; assessing competitors; customer retention; customer lifetime value; and customer relationship marketing. Prerequisite: Completion of 15 graduate credits.

Mkt 601 Marketing Research (3)

Course content includes research design, questionnaire development, survey research, attitude research, data coding and analysis, experimentation, observation, projective techniques, test marketing, product research, and advertising research. Student teams will develop a detailed research proposal for a segmentation study, and will develop a questionnaire, set up computer files, conduct data analysis, and prepare written reports with managerial recommendations. Prerequisites: BMKT522.

Mkt 602 Commercializing New Ventures (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 products. Prerequisite: BMKT522.

Mkt 603 Topics in Marketing I (3)

Advanced study of topics selected from among the following: organizational buying decisions, international marketing, consumer behavior, advertising strategy, media planning, development of advertising copy, and marketing decisions involving product, pricing, distribution, or promotion. May be repeated for credit when topic differs. Prerequisite: BMKT522. 

Mkt 604 Marketing Strategy and Policy(3)

This course explores competitive brand strategy over the life of a product. Topics include strategies for pioneering brands, strategies for late entry, growth strategies, strategies for mature and declining products. This is accomplished through a mix of cases, presentations and lectures. Prerequisite: BMKT522.

Mkt 680 Selected Topics in Marketing (3)

Intensive study of topics in marketing. Topics may include project management, new product development, management of innovation, use of microcomputers for marketing decisions, retailing, and industrial marketing. May be repeated for credit when topic differs. Prerequisite: BMKT522.

Mkt 693 Field Study in Marketing (3)

Field projects are conducted by students under faculty supervision in a variety of business and not-for-profit organizations. The projects provide students with an opportunity to apply and further develop their skills in marketing. This is a two-semester course; it must be repeated for 3 credits. Prerequisites: BMKT522 and permission of the department chairperson.

Mkt 695 Independent Study in Marketing (1-3)

The student and instructor jointly develop a plan of independent study on an advanced topic in marketing. The student is usually required to prepare a report or paper. May be repeated for a total of 3 credits. Prerequisites: BMKT522 and permission of instructor and department chairperson.

Mkt 698 Research Project in Marketing (3)

The objective of this course is to train students to undertake in-depth research in the area of marketing. Students should choose a topic in the area of marketing that would be of most interest to them. This topic can pertain to academic research or business application. Students are expected to submit a 20 page report at the end of the semester. This report should include an introduction, relevant literature and / or background, analysis, conclusions, and recommendations. Students will feature the main findings from their research in poster form during the 698 seminar to be held at the end of the semester. Prerequisite: BMKT522, and two 600 level marketing courses

Sanjay Putrevu 
Informational and Transformational Responses to Celebrity Endorsements, Lord, Kenneth R. and Sanjay Putrevu (2009), Journal of Current Issues and Research in Advertising, Volume 30, Number 1, (forthcoming). 
Consumer Responses toward Sexual and Nonsexual Appeals: The Influence of Involvement, Need for Cognition, and Gender, Putrevu, Sanjay (2008), Journal of Advertising, Volume 37, Number 2, 61-73. 
Cross-Cultural Influences on Cross-Border Vacationing, Lord, Kenneth R., Sanjay Putrevu, and Shi Yi Zheng (2008), Journal of Business Research, Volume 61, Number 3, 183-190 (Lead Article). 
Dual Spousal Work Involvement: An Alternative Method to Classify Households/Families Schaninger, Charles M. and Sanjay Putrevu (2006), Academy of Marketing Science Review [Online] 2006 (8) Available: http://www.amsreview.org/articles/schaninger08-2006.pdf 
The Effects of Counterfeiting on Consumer Search, Gentry, James W., Sanjay Putrevu, and Clifford J. Shultz II (2006), Journal of Consumer Behavior, Volume 5, Number 3, 245-256. 
Exploring the Dimensionality of the Need for Cognition Scale Lord, Kenneth R. and Sanjay Putrevu (2006), Psychology & Marketing, Volume 23, Number 1, 11-34. 
Cross-Border Restaurant Patronage: Cultural Determinants of Perception and Satisfaction, Lord, Kenneth R., Sanjay Putrevu, and Shi Yi Zheng (2005), International Journal of Hospitality & Tourism Administration, Volume 6, Number 4, 33-47. 
Differences in Readers’ Response Towards Advertising versus Publicity,Putrevu, Sanjay (2005), Psychological Reports, Volume 96 (February), 207-212. Reprinted in A Cross Section of Psychological Research, Editor: Andrea K. Milinki, Pyczak Publishing, Second Edition, 2006, pp. 92-95. 
Communicating with the Sexes: Male and Female Response Toward Print Advertisements, Putrevu, Sanjay (2004), Journal of Advertising, Volume 33, Number 3, 51-62. 
The Cross-Border Consumer: Investigation of Motivators and Inhibitors in Dining Experiences, Lord, Kenneth R., Sanjay Putrevu, and H.G. Parsa (2004), Journal of Hospitality & Tourism Research, Volume 28, Number 2, 209-229. 
Consumer Response to Complex Advertisements: The Moderating Role of Need for Cognition, Knowledge, and Gender, Putrevu, Sanjay, Joni Tan, and Kenneth R. Lord (2004), Journal of Current Issues and Research in Advertising, Volume 26, Number 1, 9-24. 
Sex Differences in Processing Advertisements, Putrevu, Sanjay (2004),Psychological Reports, Volume 94 (June), 814-818. 
The Influence of Editorial Context on Consumer Response to Print Advertisements, Jun, Sunkyu, Sanjay Putrevu, Yongjin Hyun, and James W. Gentry (2003),Journal of Current Issues and Research in Advertising, Volume 25, Number 2, 1-11 (Lead Article).
A Model of the Antecedents and Consequents of Female Fashion Innovativeness, Muzinich, Natalie, Anthony Pecotich, and Sanjay Putrevu (2003), Journal of Retailing and Consumer Services, Volume 10, Number 5, 297-310. 
Processing Internet Communications: A Motivation, Opportunity and Ability Framework, Putrevu, Sanjay and Kenneth R. Lord (2003) Journal of Current Issues and Research in Advertising, Volume 25, Number 1, 45-59. 
Cross-Border Shopping Motivations and Segments: An Intercultural Analysis, Lord, Kenneth R., Sanjay Putrevu, Shi Yi Zheng, and Edip Deniz (2002), International Journal of Business and Economics, Volume 2, Number 1, 146-151.

Charles M. Schaninger
Dual Spousal Work Involvement: An Alternative Method to Classify Households/Families Schaninger, Charles M. and Sanjay Putrevu (2006) Academy of Marketing Science Review, [Online] 2006 (08) Available: http://www.amsreview.org/articles/schaninger08-2000.pdf, 1-21. 
Creating Cluster-Specific Purchase Profiles from Point-of-Sale Scanner Data and Geodemographic Clusters: Improving Category Management at a Major U.S. Grocery Chain, Duchessi, Peter J., Charles M. Schaninger, and Thomas W. Nowak (2004) at Journal of Consumer Behaviour, 4 (December), 97-117. 
Attitudinal And Consumption Differences Among Traditional and Nontraditional Childless Couple Households Lee, Dong H. and Charles M. Schaninger (2003), Journal of Consumer Behaviour, 2 (March), 248-268. 
A New Look At Full Nest Households Schaninger, Charles M. and Dong H. Lee (2002), Psychology and Marketing, 19 (January), 25-58. 

Paul Schurr
Interaction Episodes as Engines of Relationship Change, Schurr, Paul H., Laurids Hedaa, and Jens Geersbro Journal of Business Research (forthcoming). 
Buyer-Seller Relationship Development Episodes:Theories and Methods, Schurr, Paul H. (2007) Journal of Business and Industrial Marketing, Volume 22, Number 3, pp. 151-160. 
Information Quality and Online B2B Relationships Schurr, Paul H., InduShobha N. Chengalur-Smith and Harry L. Pazer (2002) Journal of Customer Behavior, Volume 1 (Winter), pp. 377-394.