College Catalog
Course Descriptions
Principles of Marketing
MKT240
Introduction and overview to marketing and the marketing environment. Emphasis on the marketing environment, global marketing, marketing mix, and the interrelationship of the marketing mix and the marketing environment. Topics include distribution channels and the Internet as well as international marketing and marketing for non-profit entities. Focus is on the notion of marketing management and its tenets as interrelated with the core concepts. 3 Credits (3 Lecture - 0 Lab)
Sales
MKT243
Study of the principles of selling and its role in the marketing process. Emphasis 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. Course work includes 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)
Retail Management
MKT248
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.
International Marketing
MKT310
Study that provides the tools and knowledge necessary to think beyond domestic economies and to work in the international arena. Strategic and environmental approaches are utilized by outlining the major dimensions of the economic, social, geopolitical, legal, ethical and financial environments. Study includes conceptual and analytical tools 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.
Marketing Research
MKT320
Analysis of methods used to help satisfy marketing and business issues, such as planning, strategy, problem-solving, pricing, or control. Stud includes various marketing research techniques that are generally accepted in the industry today. Emphasis is 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. Course work includes the completion of several small projects and one project that utilizes a computer-based statistical package (the statistical package can be taken with the student after completing the course). 3 Credits (3 Lecture - 0 Lab) Prerequisite(s): MKT240 and MTH160 or MKT240 and MTH158. Fall Only.
Consumer Behavior
MKT325
Study of 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.
Advertising
MKT330
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.
