300 | 400 | Graduate Courses

Marketing
Russell N. Laczniak, Chair of Department
Distinguished Professors: Teas
Professors: Laczniak, Ramaswami
Professors (Emeritus): Zober
Associate Professors: Agarwal, Barone, DeCarlo, Palan, Wong
Assistant Professors: Mallalieu, Norman
Lecturers: Akili

Undergraduate Study
For undergraduate curriculum in business, major in marketing, see College of Business, Curricula.

In addition to the business core, marketing majors are required to complete 18 credits of marketing or department-approved courses. Included in these 18 credits are three required courses: Mkt 443, 444, and 447.

Marketing is concerned with management decisions that deal with the satisfaction of customer needs and wants in the purchase and use of goods and services. The primary decision areas in marketing involve the identification of market segments and decisions dealing with product design, pricing, promotion (including personal selling and marketing communications), and distribution. A major in marketing prepares the student for careers in selling and sales management, marketing research, marketing management, retailing, marketing communications, promotion management, and international marketing. Each field of study may be applied to consumer, industrial, and service marketing in business and nonprofit organizations.

The instructional objective of the Marketing department is to provide knowledge of the marketing process and an understanding of the marketing function. The students are expected to develop decision-making skills, computational skills, and communication skills with appreciation for global marketplace and ethical concerns.

The department also offers a minor for non-Marketing majors in the College of Business. The minor required 15 credits from an approved list of courses, of which 9 credits must stand alone. Students with declared majors have priority over students with declared minors in courses with space constraints.

Graduate Study
The Department of Marketing participates in two graduate programs: the M.S. in Business and the M.B.A. full-time and part-time programs. The M.S. in business is a 30-credit curriculum culminating in a thesis or creative component. The M.B.A. program is a 48-credit, nonthesis, noncreative-component curriculum. Twenty four of the 48 credit hours are core courses and the remaining 24 are graduate electives. Within the M.B.A. program, students may develop an area of specialization in marketing. This specialization requires that 12 of the 24 credit hours of graduate electives be from marketing.

Courses open for nonmajor graduate credit: 410, 442, 444, 447, 448, 449 and 492.

Courses Primarily for Undergraduate Students
Mkt 340. Principles of Marketing. (3-0) Cr. 3. F.S.SS. Prereq: Econ 101. The role of marketing in society. Markets, marketing institutions, and marketing functions with emphases on product, price, marketing communication, and marketing channel decisions.

Mkt 343. Personal Sales. (3-0) Cr. 3. Prereq: 340. Analysis of the theory and practice of personal selling with the context of relationship marketing and salesforce automation. Topics include: goal setting, prospecting, time/territory management, questioning, presentations, objections, commitment and customer service; simulations of selling situations.

Mkt 410. Promotional Strategy. (3-0) Cr. 3. F.S. Prereq: Credit or enrollment in 447. Principles, concepts, and problems involved in the development and implementation of promotional strategies. Coordination of a variety of promotional elements: advertising, sales promotion, direct marketing, public relations and publicity of web communications, and personal selling. Nonmajor graduate credit.

Mkt 442. Sales Management. (3-0) Cr. 3. F.S. Prereq: 340. Functional aspects of sales force management; personal selling methods; procedures for recruiting, selecting, and training new salespeople; compensation and expense control systems; problems of sales force motivation and supervision; methods of territorial and quota assignment; sales department budgets; distributor-dealer relations; other selected topics. Nonmajor graduate credit.

Mkt 443. Strategic Marketing Management. (3-0) Cr. 3. F.S. Prereq: 444, 447. Analysis of major elements of strategic marketing management. May include case studies or business simulations involving decision making using marketing tools from previous courses. (For marketing majors only.)

Mkt 444. Fundamentals of Marketing Research. (3-0) Cr. 3. F.S. Prereq: 340, Stat 226. Marketing research techniques: problem formulation, research design, questionnaire construction, sampling, data collection procedures, and analysis and interpretation of data related to marketing decisions. Nonmajor graduate credit.

Mkt 446. Retailing. (3-0) Cr. 3. F.S. Prereq: 340. Basic areas of retail management: buying, merchandising, retail promotion, store location, store layout, credit management, and inventory control. Emphasis on practical application of retail management principles.

Mkt 447. Fundamentals of Consumer Behavior. (3-0) Cr. 3. F.S. Prereq: 340. Study of how consumers select, purchase, use, and dispose of goods and services. Includes analyses of how markets and others influence these processes. Application of concepts and methods of the behavioral sciences to marketing management decision making. Nonmajor graduate credit.

Mkt 448. Fundamentals of International Marketing. (3-0) Cr. 3. F.S. Prereq: 340. Introduction to terms used in international marketing and sources of information on international markets. Development of sensitivity toward foreign business environment and familiarity with operations of multinational corporations. Nonmajor graduate credit.

Mkt 449. Marketing Seminar. (3-0) Cr. 3. Prereq: 340. Analysis of current issues and problems in marketing with emphasis on new theoretical and methodological developments. Additional seminars may be offered. Nonmajor graduate credit.
C. Marketing for the Internet

Mkt 490. Independent Study. Cr. 1 to 3 each time taken. Prereq: 340, senior classification; permission of the instructor.

Mkt 492. Comparative Marketing. (3-0) Cr. 3. SS. Prereq: 340. The course is designed to provide experience to students in culture, social, economic, and political environment of marketing in a foreign country. Students complete a term project (e.g., a marketing plan) based on information collected in the foreign country. Students attend briefings by experts/officials of private and public organizations. Nonmajor graduate credit.

Courses Primarily for Graduate Students, Open to Qualified Undergraduate Students
Mkt 504. Marketing. (2-0) Cr. 2. Prereq: Graduate classification. The scope of marketing and the identification and assessment of marketing opportunities. Consumer behavior and decision making process, organizational buyer behavior, and the role of research in the marketing planning process. Market definition and analysis, segmentation, competitor analysis, targeting and strategic decisions involved in developing the marketing program. Developing marketing mix strategies and relating them to the overall strategic marketing plan. Organizational design for marketing strategy implementation and control, and effectiveness.

Mkt 509. International Business. (2-0) Cr. 2. Prereq: Graduate classification. Survey of the structure and environment of international business. Patterns of international trade, economic and monetary systems, cross-cultural and legal aspects of international business. Global dimensions of the functional disciplines of business. Tools for developing global strategies such as economic analysis and risk analysis.

Mkt 540. Marketing Management. (3-0) Cr. 3. F.S. Prereq: 504. Strategic marketing and decision making, with emphasis on cases utilizing qualitative and quantitative techniques and marketing models.

Mkt 541. International Marketing. (3-0) Cr. 3. F. Prereq: 504, 509. Scope and nature of global marketing operation; the context of international environment in which firms operate. Recent developments of international business activities, and a framework for better understanding of the basic forces driving international business and marketing operations. Development of market entry strategies and global marketing mix policies, as well as export operations. Organizational issues related to the globalization of the firm.

Mkt 542. New Product Development and Marketing. (3-0) Cr. 3. S. Prereq: 504. Principles and concepts of new product development and introduction; decision areas include market definition and structure, idea generation, concept evaluation, test marketing, launch tracking, and global product planning; models and techniques of new product evaluation used by consumer product companies.

Mkt 544. Marketing Research. (3-0) Cr. 3. S. Prereq: 504, Stat 328 or 401. Marketing research methods are examined with emphasis on the use of advanced research methods in business research. Application of advanced sampling, measurement, and data analysis methods in research on market segmentation, market structure, consumers' perceptions and decision processes, marketing communication, new product development, and pricing.

Mkt 545. Integrated Marketing Communication. (3-0) Cr. 3. Prereq: Mkt 504. This course introduces the student to the field of marketing communications. It will cover a number of topics and areas essential for understanding how to design and evaluate communication strategies necessary for the successful marketing of products and services. An integrated marketing communications (IMC) perspective is employed in covering material, with a corresponding focus on various elements of an IMC strategy, including advertising, promotions, point-of-purchase communications, direct marketing techniques, and other topics.

Mkt 547. Consumer Behavior. (3-0) Cr. 3. S. Prereq: 504. The behavior of consumers. Intensive review of literature from relevant disciplines. Applications of concepts and methods of the behavioral sciences to marketing management decision making.

Mkt 590. Special Topics. Cr. 1 to 3 each time taken. Prereq: Permission of instructor. For students wishing to do individual research in a particular area of marketing.