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Undergraduate Bulletin 2006-2007
 
Bulletin Homepage |School of Business | Courses in Marketing

Courses in Marketing

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 Buyer 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 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 Integrated Marketing Communications (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 2006-2007.

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.

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. [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]