Course Descriptions

MKTG Course Descriptions

• MKTG 301 MARKETING MANAGEMENT (3)

  A basic course in the contribution of marketing to the firm or organization that includes decision-making tools for integrating product, price, distribution, and communication decisions and processes into an organization competing in a global environment.

• MKTG 405 DIGITAL MARKETING STRATEGY (3)

  Digital media has revolutionized the interactions between firms and customers. In this course, the students will learn about the immediate impact digital media in marketing can have on reaching the customers. While digital media is not a new medium, it is still one of the main ways many businesses are launched and it helps raise online awareness through viable, engaging content; thoughtful, meaningful branding; sticky websites; all leading to higher rankings and larger audiences. Prerequisite: MKTG 301.

• MKTG 407 INTERNATIONAL MARKETING (3)

  An application of marketing concepts and tools to international marketing problems arising in a global business environment. Prerequisites: MKTG 301.

• MKTG 410 BUYER BEHAVIOR AND MARKETING ANALYSIS (3)

  One requirement of successful marketing is listening to the voice of the customer. Marketers need to know what customers want, when and why they want it. Buyer Behavior and Market Analysis will enable students to understand the basic buyer and company needs. In addition, students will be able to verify them with commonly used research techniques that really listen to the voice of the customer. Prerequisite: MKTG 301 and MATH 115

• MKTG 415 MARKETING COMMUNICATION (3)

  The course examines integrated marketing communications in the context of changes in media that have occurred since 2000. Communication theory will be the foundation of planning, implementing, evaluating and coordinating an integrated marketing communication program. There will be special emphasis on social media. Students will advance their professional competencies in written and oral communication, teamwork and critical thinking. Prerequisite: MKTG 301/ Merrick School of Business student or by permission of the instructor.

• MKTG 420 MARKETING RESEARCH (3)

  An analysis of the methods of collecting, analyzing and interpreting marketing information, and specific applications of research to problems in the marketing field. Students build critical thinking competencies in data interpretation. Prerequisites: MKTG 301 and MATH 115

• MKTG 430 PERSONAL SELLING (3)

  Presents the sales principles and skills required by today's professional salesperson, with emphasis on both the business-to-consumer and business-to-business selling environments. Examines current approaches to a variety of selling challenges including prospecting, the selling process, closing the sale and post-sale follow-up. Presents the principles underlying the sales process and the practical application of these principles to selling situations. Studies the role of selling in the total marketing process. Prerequisite: MKTG 301 / Merrick School of Business student/ or by permission of the instructor.

• MKTG 440 PRODUCT MANAGEMENT (3)

  Examines methods of creating new ideas, developing product prototypes, modifying existing products, evaluating market response, and commercializing and launching new products and services. Competitive and global changes, and technological, social, legal, economic and related issues are considered in the assessment of market potential, corporate resource needs and eventual success. Prerequisite: MKTG 301 / Merrick School of Business student or by permission of the instructor.

• MKTG 450 NEW VENTURE AND INDUSTRY ANALYSIS (3)

  The use of information and marketing models to analyze consumer and industrial markets. Students also build professional competencies in using computers to analyze marketing information used for market planning. Prerequisite: MKTG 301.

• MKTG 460 ADVANCED MARKETING MANAGEMENT (3)

  A study of the organization and management of a marketing-oriented enterprise using marketing cases and/or simulations to integrate the frameworks and skills from Marketing Management (MKTG 301) to analyze and plan marketing programs. Critical thinking, oral and written communication and teamwork competencies are advanced. Prerequisite: MKTG 301,senior status or permission of the department chair /Merrick School of Business student.

• MKTG 470 REAL ESTATE MARKET ANALYSIS (3)

  This emphasis of this course is on real estate markets with specific attention given to understanding the market forces affecting real estate at the urban and regional levels. The main focus will be on providing insight into the operation of urban land and non-residential markets and the process of urban growth and regional development.

• MKTG 493 HONORS SEMINAR (3)

  An advanced interdisciplinary seminar that focuses on important books and issues and encourages independent thinking, clear presentation and an understanding of the concerns and methods of various disciplines. The course may be team taught; topic and instructor(s) may change from semester to semester. Course may be repeated for credit when topic changes. Prerequisite: 3.3 GPA and permission of the Denit Honors Program director / Merrick School of Business student.

• MKTG 494 HONORS PROJ/THESIS (3 - 6)

  Directed individual instruction in an advanced project of the student's choice; the project must be academically related to this discipline. Each student works closely with a faculty director who guides his/her progress. The project must be of honors quality and must be finally approved by both the faculty director and a second faculty member. Course is eligible for a continuing studies grade. prerequisite: 3.3 GPA and permission of both the Denit Honors Program director and the faculty director / Merrick School of Business student

• MKTG 495 INTERNSHIP IN MARKETING (3)

  Provides students with practical real-world experience in an organization. The course requires a minimum of 120 hours of practical work with a qualified firm based on explicit statements of student responsibilities and a faculty/firm monitoring mechanism. Students will work closely with both the firm and a faculty member. Prerequisites: Completion of 9 hours of marketing courses, with a minimum GPA of 3. 0. Completion of MGMT 330 is recommended. Permission of the department chair is required.

• MKTG 497 SPECIAL TOPICS IN MARKETING (3)

  The marketing faculty, from time to time, offer an opportunity to integrate new material into the undergraduate program reflecting changes in the field and in the educational needs of students. Prerequisite: MKTG 301/ Merrick School of Business student or permission of the instructor.

• MKTG 499 INDEPENDENT STUDY: MARKETING (1 - 3)

  An independent study completed under the direction of a ­faculty member. For eligibility and ­procedures, refer to the Merrick School of Business Independent Study Policy. Prerequisite: Merrick School of Business student or permission of the instructor.

• MKTG 505 MARKETING ESSENTIALS (1.50)

  Covers concepts, processes and institutions necessary for effective marketing of goods and services, including analyses of market opportunities, buyer behavior, product planning, pricing, promotion and distribution. prerequisite: graduate standing

• MKTG 605 MARKETING STRATEGY (1.50)

  Explores the role of marketing in creating value for the firm and its stakeholders and examines market strategy in the context of a dynamic external environment. prerequisite: MKTG 504 or MKTG 505 or permission of the M.B.A. program director

• MKTG 615 ENTREPRENEURIAL MARKETING (1.50)

  Emphasizes market opportunity analysis, product development, creation and formulations of strategic positioning, pricing feasibility, channel strategies and promotion with limited resources in entrepreneurial and intrapreneurial settings. prerequisite: MKTG 605

• MKTG 625 CUSTOMERS AND MARKETS (1.50)

  Focuses on choosing customers and markets through data analysis, building customer loyalty and communicating to current and potential customers in B2C, B2B and nonprofit organizations. prerequisite: MKTG 605

• MKTG 635 ENTREPRENEURIAL MARKETING STRATEGY (3)

  Explores the role of marketing in creating value for the firm and its stakeholders. In particular, this course underscores market opportunity analysis, product development, creation and formulation of strategic positioning, pricing feasibility, channel strategies and communication in entrepreneurial and intrapreneurial settings with limited resources. Students may choose either MKTG 635 or MKTG 645 but credit will not be awarded for both. The 3-credit course MKTG 645 combines and updates the content of two 1.5-credit courses (MKTG 605 and 615). As such, credit will not be awarded for MKTG 635 for students who previously completed the two-course sequence.

• MKTG 645 MARKETING STRATEGY AND ANALYSIS (3)

  Explores the role of marketing in creating value for the firm and its stakeholders and examines market strategy in the context of a dynamic external environment. It also focuses on choosing customers and markets through analysis of market dynamics in B2C, B2B and nonprofit organizations.Students may choose either MKTG 635 or MKTG 645 but credit will not be awarded for both. The 3-credit course MKTG 645 combines and updates the content of two 1.5-credit courses (MKTG 605 and 625). As such, credit will not be awarded for MKTG 645 for students who previously completed the two-course sequence.

• MKTG 755 MARKETING COMMUNICATION AND SOCIAL MEDIA (3)

  Introduces students to integrated marketing communications (IMC) management and the role it plays in organizations' marketing plans. The goal of the course is to apply strategic planning and use the promotion mix to help the firm achieve its promotion objectives. The promotion mix elements include advertising, direct marketing, online marketing, sales promotion, personal selling, public relations, and a variety of social media vehicles. The course will pay special attention to the appropriate use of social media in an IMC context. Prerequisite: MKTG 635 or 645.

• MKTG 760 GLOBAL MARKETING MANAGEMENT (3)

  The theory and application of marketing in a global context. Topics include international trade and financial markets; market structures of nations; and consumption behavior related to culture, social values and economic conditions. Also considers the political and legal control over marketing activities (advertising, promotion and distribution), the growth of regional marketing arrangements relative to competitive strategies of multinational corporations, the dilemma of marketing ethics in a multicultural world and the cost-benefit of technology transfer. prerequisite: MKTG 635 or 645.

• MKTG 762 MARKET OPPORTUNITY ANALYSIS (3)

  Introduces the subject of opportunity analysis in marketing, intrapreneurship and entrepreneurship as well as the practice of their requisite skills. Includes the analysis of markets, competition, preliminary cost feasibility and intellectual property and also involves the creation and development of strategic positioning appropriate to the marketing opportunity. prerequisite: MKTG 635 or 645.

• MKTG 770 PRODUCT AND BRAND DEVELOPMENT AND MANAGEMENT (3)

  Focuses on the firm’s product and brand development and management strategies with a special emphasis on innovative offerings. The influence of the social, legal and technological environment, as well as relationships with users and channel members, on the implementation of product and brand strategies are analyzed and discussed in depth. Encourages the application of the learned concepts to tangible and intangible products such as goods, services and ideas. prerequisite: MKTG 635 or 645.

• MKTG 780 MARKETING INFORMATION AND ANALYSIS (3)

  This course will provide students with skills and tools necessary to understand and evaluate market information. The course will be focused on building student knowledge on how to analyze and interpret data, and use it for business decision making. The course will use a variety of readings, cases and types of data analysis to provide students with hands-on experience with analyses related to market information. Prerequisites: MKTG 635 or 645.

• MKTG 792 SPECIAL TOPICS: (1.50)

  Explores specialized topics in marketing, allowing flexibility for both the changing developments in applied business practice and the educational needs of students. Exact topical coverage and prerequisites are listed in the schedule of classes. prerequisite: MKTG 635 or MKTG 645

• MKTG 795 GRADUATE MARKETING INTERNSHIP (3)

  Students will attain professional experience in marketing and work on assigned projects within a workplace marketing environment. Requirements include a work supervisor evaluation, a journal detail the work experience, and a self-assessment of the student's internship experience. Prerequisites: MKTG 635 and 645, graduate standing and departmental consent.

• MKTG 796 MARKETING PRACTICUM (3)

  Student teams apply concepts from other courses and from their experience to solve marketing problems. They are provided the opportunity to work with an organization or with a product/service division of same on a real-life marketing project. Students work together in consulting teams composed of teammates with varying interests, backgrounds and academic specializations. Projects may deal with a variety of marketing strategies, including customer and competitive analysis, feasibility studies, product and service development, promotion, pricing, distribution, analyses and a variety of other specific organization or company needs. prerequisite: department consent

• MKTG 797 SPECIAL TOPICS: (3)

  Explores specialized topics in marketing, allowing flexibility for both the changing developments in applied business practice and the educational needs of students. Exact topical coverage and prerequisites are listed in the schedule of classes. prerequisite: MKTG 635 or 645.

• MKTG 799 INDEPENDENT STUDY (1 - 3)

  Investigation into a particular subject in more depth than can be accommodated by an existing course. Students work closely with an individual faculty member. Prerequisites: Approval of marketing instructor, faculty chair, and academic adviser and MKTG 635 or MKTG 645.