Marketing Concentration

Description

Marketing is a universal activity common to all individuals and organizations, whether in seeking personal employment, clients for an accounting firm, or in marketing supertankers or soap. Marketing is the link between entities in the marketplace and involves the study of exchanges and their facilitation. Marketing knowledge and skills, therefore, may lead to challenging and satisfying careers in nearly any field, either as marketing specialists or as managers.

Concentration Requirements

The marketing concentration requires completion of 12 credits in the following areas:

Course Descriptions

MKTG 310 Principles of Marketing

A survey of the functions, institutions, problems, and policies in the exchange of goods and services between producer and purchaser. The decisions marketers make and the variables marketers adjust are examined. Prerequisite: third year standing. Fall and Spring.

MKTG 311 Marketing Communications

Designed to integrate marketing communications theory with all elements of promotion. This course introduces advertising, sales promotions, personal selling, and public relations topics. Prerequisite: MKTG 310. Fall.

MKTG 315 Consumer Behavior

Buying behavior as it affects marketing decisions: why people select a given product or purchase from a certain source are topics of this course. An interdisciplinary approach is used which integrates the social sciences. Prerequisite: MKTG 310. Fall.

MKTG 330 Market Research

Research methods for business, including design and analysis of survey data are examined. The course is quantitatively oriented and incorporates statistical techniques. Prerequisite: BUSN 231 and MKTG 310. Spring.

MKTG 411 Advertising

Principles of advertising, basic procedures and practices of modern media, organization of advertising, problems of advertising, social aspects of advertising. Prerequisite: MKTG 310. Fall or Spring.

MKTG 416 Retail Management

The practice and theory of placing goods and services into the hands of the final consumer are studied. It includes examination not only of store retailing but catalogue, direct mail, door-to-door, and other means of engaging in exchanges with the final consumer. Prerequisite: MKTG 310. Fall.

MKTG 417 International Marketing

This is a study of techniques which promote and distribute goods and services worldwide. The impact of different cultures on the basic marketing functions as well as activities which are unique to international marketing are examined. Prerequisite: MKTG 310. Fall.

MKTG 418 Sales Management

This course examines two difference aspects of the selling process. First, an introduction to basic principles underlying all types of selling and the practical applications of these principles to various selling situation is provided; second, an introduction to problems in management of the sales force, recruiting, selection, training, compensation, and sales analysis and control is pursued. Prerequisite: MKTG 310. On sufficient demand.

MKTG 419 Marketing Problems

The process of marketing decision-making is emphasized, based upon an evaluation of the market, the product, the promotion effort, the price, and the channels of distribution. This is a capstone marketing course for seniors. Prerequisite: 6 credits in upper division MKTG and fourth year standing. Spring.

MKTG 489 Special Topic Seminar

Credit by arrangement. Prerequisite: MKTG 310. Fall or Spring or Summer.

MKTG 491 Directed Study

An individually designed course appropriate to the student's concentration. Prerequisite: third or fourth year standing and Dean's permission. Summer.

MKTG 497 Internship

Work experience directly related to the student's area of concentration. Guidelines are available from the Internship Director. Pass/Fail only. Prerequisite: third or fourth year standing, minimum cumulative G.P.A. of 3.0. Fall, Spring, Summer.