2006-07 Catalog Archive (Archived July 31, 2006)

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Course Descriptions

MKT240
Principles of Marketing
This course provides an introduction and overview to marketing and the marketing environment. Emphasis is placed on the marketing environment, global marketing, marketing mix, and the interrelationship of the marketing mix and the marketing environment. The course analyzes distribution channels and the internet. Interlaced as part of the materials is international marketing as well as marketing for non-profit entities. Central to the course is the notion of marketing management and its tenets as interrelated with the core concepts. 3 Credits (3 Lecture - 0 Lab)

MKT243
Sales
This course includes a study of the principles of selling and its role in the marketing process. Emphasis is placed on the development of the skills needed to succeed as a field (outside) sales representative. The steps in the selling process before, during, and after a sales call are analyzed in detail. Central to the course is the video-taping of completed sales presentations. Careers in sales, characteristics of a successful salesperson, prospecting, qualifying, buyer behavior and the communication process are also discussed. 3 Credits (3 Lecture - 0 Lab)

MKT248
Retail Management
An in-depth analysis of the skills and knowledge needed to operate an independent or corporate-based retail establishment. While many functions are discussed, consideration is given to all areas of operations. Topics include marketing, pricing, buying, selling, purchase, inventory control, store design, space utilization, and location. Additional insight is given to the e-commerce component of retail business. (Formerly MKT 247) 3 Credits (3 Lecture - 0 Lab) Prerequisite(s): MKT240. As needed.

MKT310
International Marketing
This course prepares students for information needed to work in the international arena by providing tools of analysis to aid them in thinking beyond domestic economies. Strategic and environmental approaches are utilized by outlining the major dimensions of the economic, social, geopolitical, legal, ethical and financial environments. The course provides a set of conceptual and analytical tools that will prepare students and practitioners to successfully apply the marketing mix elements to international and global marketing. 3 Credits (3 Lecture - 0 Lab) Prerequisite(s): ECO111 and MGT216 and MKT240. Fall Only.

MKT320
Marketing Research
This course analyzes methods that can be used to help satisfy marketing and business issues, such as planning, strategy, problem-solving, pricing, or control. Students will be exposed to various marketing research techniques that are generally accepted in the industry today. Emphasis will be placed on understanding what issues can be addressed by marketing research, how to perform marketing research, and how to interpret and utilize the outcomes obtained through market research. In general, marketing research delineates the information required to address an issue, designs the method of collecting information, manages and implements the data gathering process, analyzes and interprets the results, and communicates the findings and their implementation. Each student shall complete several small projects, as well as one project that utilizes a PC based statistical package (the statistical package can be taken with the student after he/she completes the course). 3 Credits (3 Lecture - 0 Lab) Prerequisite(s): MKT240 and MTH160 or MKT240 and MTH158. Fall Only.

MKT325
Consumer Behavior
This course is designed to study the "how" and "why" consumers behave as they do and why they make certain decisions: what motivates them, causes them to be loyal, and gets their attention. 3 Credits (3 Lecture - 0 Lab) Prerequisite(s): MKT240. Fall Only.

MKT330
Advertising
A comprehensive study of the field of advertising with an emphasis on marketing communications and an understanding of fundamental advertising issues, practices, trends, and strategies. Readings, discussions, group work, and ad analyses focus on the principal problems faced by advertisers and advertising agencies; policies and procedures used for solutions: advertising media evaluation and selection; and layout and copy preparation for effective advertising performance. Additional topics include legal and ethical issues; the impact of technology on advertising media; effective brand position; the product life cycle; and advertising campaign management and budgeting. 3 Credits (3 Lecture - 0 Lab) Prerequisite(s): MKT240. Spring Only.