Marketing Option

Practical application of marketing principles taught in MKTG 651. Through case analysis, students will learn to apply marketing principles to the planning, organization and control of marketing activities in large national and multinational corporations and small businesses. Issues such as new product development, pricing policies, selection of domestic and international channels of distribution, and interrelationships between marketing, production and finance will be covered. Prereq: ADMN 651 and permission. MKTG 752 and/or MKTG 753 are recommended.

Formulating research objectives to solve marketing problems: qualitative and quantitative techniques for surveys and marketing experimentation; commonly encountered analyses and models of secondary and primary data to aid marketers in decision making; strengths and limitations of marketing research in the marketing process. Prereq: ADMN 651 or equivalent.

Covers concepts, models, and theories from the behavioral sciences applied to consumer decision making and purchasing behavior. Examines consumer behavior from economic, psychological, sociological, and anthropological perspectives. Topic coverage includes discussion of marketing strategies and tactics to influence consumer choice. Prereq: ADMN 651. Writing intensive.a

Analysis of managerial problems in retailing establishments. Focus is on operational problems, retail store organization, location analysis, buying and inventory management, retail financial management, and selling and sales promotion. Other areas include environmental effects on retailing, the formulation of retail strategy, human resource issues, and customer service. Prereq: ADMN 651.

The marketing of intangible offerings. Includes profit and nonprofit situations, retail and business-to-business settings, public and international services. Covers theory, service quality attainments, design and strategy, and implementation plans. Texts, case analysis, speakers, field work. Prereq: ADMN 651.

Designed to help acquire an understanding of franchising as a system of distribution and business expansion. Franchising will be studied from both the perspectives of the franchise and the franchiser. In addition, economic, financial, and legal issues associated with franchising will be covered. By the end of the course, acquisition of skills and sources of information that would permit sound assessment of the business opportunities available in franchising. Prereq: ADMN 651 or HMGT 600. (Also offered as HMGT 756.)

Course provides balanced coverage of all marketing communication tools: advertising, sales promotion, public relations, direct marketing, personal selling, POP, packaging, sponsorships, licensing, customer service. The course gives special emphasis to the integration of these tools to send target audiences a consistent, persuasive message that promotes the organization's goals. Prereq: ADMN 651.

Environmental factors affecting international trade: culture and business customs, political and legal factors and constraints, economic and technological development, and the international monetary system. Integration of these with the marketing management functions of market research and segmentation; product, promotion, distribution, and pricing decisions. Prereq: ADMN 651.

Principles and methods of successful personal selling and management of the sales function. Exposure to selling experience in field of student interest; case studies, sales presentations; oral and written analyses of sales management issues. Prereq: ADMN 651.

Integrative study of a real marketing situation in a business, nonprofit institution, or government agency. Student teams identify problem, collect appropriate data, suggest alternative solutions, and submit a recommended course of action. Prereq: Senior standing; at least two of MKTG 752, 753, and 763.Writing intensive.

Introduces students to the analysis of the business environment in which a company operates and provides key inputs into strategic marketing planning and decision-making. Students will learn the process, concepts, and techniques commonly used in the identification, assessment, and forcasting of market opportunities. Prereq: ADMN 651; Pre- or Co-requisite ADMN 640.

Special topics; may be repeated. Prereq: a basic marketing course and permission.

See description for MKTG 798. Writing intensive.