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Course Criteria
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3.00 Credits
Prerequisite(s): Junior-level standing, GB 301 and ST 241 or GB 204 and 205 Note: This course is required for marketing majors Introduces tools and techniques of marketing research as an aid to marketing decision-making. Covers definitions of research problems, research methodologies, design of research projects, analysis and interpretation of research results. Emphasizes practical aspects of conducting and evaluating marketing research studies.
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3.00 Credits
Prerequisite(s): Junior-level standing and GB 301 Considers the role of new products in the survival and growth strategies of organizations. Focuses on the major problems firms encounter in directing and managing their product development and marketing activities. Examines the development process from conception of ideas to commercial introduction using best practices information technology. Also considers the shorter marketing life cycle from introduction to deletion of products in the information age.
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3.00 Credits
Prerequisite(s): Junior-level standing and GB 301 Explores promotional goals and processes as they related to the total marketing program of the organization. Examines advertising, personal selling, sales promotion and publicity as promotional techniques. Includes detailed analysis of planning and implementing promotional campaigns.
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3.00 Credits
Prerequisite(s): Junior-level standing and GB 301 Studies the strategic and operational issues in designing distribution channels for marketing goods/services to end consumers and business customers. Focuses on analysis and evaluation of distribution methods and strategies, physical distribution system elements, and management inter-organizational relationships between distribution channel members. Also, explores the issues of co-operation, conflict and control between producers, agents, distributors and retailers; management of customer service function; franchising and licensing arrangements; inter-organizational negotiations, as well as the impact of technology on distribution strategies and issues in marketing on the internet.
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3.00 Credits
Prerequisite(s): Junior-level standing and GB 301 It focuses on application of databases for relationship marketing decisions. Examines segmentation, targeting, customer loyalty, lifetime value of customer as a part of relationship marketing plan. Also includes discussion of hardware, software, and implementation issues. A primary emphasis throughout the course will be placed on hands-on experience with leading-edge relationship marketing technologies in a variety of industries.
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3.00 Credits
Prerequisite(s): Junior-level standing and GB 301 Examines the concepts, strategies and applications involved in direct marketing and positions direct marketing within the wider marketing context. Covers the process of selling directly to both the consumer market and the business-to-business market. Studies various aspects such as database marketing, catalogs, direct mail, print, broadcast, telephone marketing and the Internet.
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3.00 Credits
Prerequisite(s): Junior-level standing and GB 301 Considers the role of advertising and sales promotion within an institution and within society. Examines the advertising function in its social and ethical, economic, historical, legal and technological contexts. Explores a firm's advertising and sales promotion decisions, and focuses on the design, content and delivery of advertising messagesfrom a communication standpoint. Investigates media, budget and measurement issues in advertising, and explores the increasing use of technological tools used by today's advertising professionals to enhance the effectiveness and efficiency of a firm's communication effort.
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3.00 Credits
Prerequisite(s): Junior-level standing and GB 301 Examines the establishment and maintenance of an effective sales organization. Explores decision-making responsibility at the three primary levels in a sales organization: salesperson, field sales manager and sales executive. Includes a topical analysis of sales-force policies, forecasting, budgeting, expense control, selling strategies, time and territory management, sales automation and corporate sales planning.
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3.00 Credits
Prerequisite(s): Junior-level standing and GB 301 Examines various types of retail formats from the perspective of a professional manager and from that of an entrepreneur. Includes analysis of competitive strategies, information technology in relation to distribution and merchandising, operating in multiple channels, site analysis, e-tailing, store layout and design, merchandise selection, inventory control, pricing, promotion, and integration of the retail mix.
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3.00 Credits
Prerequisite(s): Junior-level standing and GB 301. Internet, computer communication and presentation skills. The development of information technology has changed how individuals and organizations acquire and market goods and services. This course adopts a managerial, applied perspective to examine continuing technology-driven changes in consumers, business activities, and the marketplace itself.
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