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Course Criteria
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3.00 Credits
Continuation of MKTG 100, with additional responsibilities to enhance career development.
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3.00 Credits
Comprehensive phase of assignment, consistent with student's career objectives.
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3.00 Credits
Provides an overview of the field of marketing. It surveys key concepts, principles, theories, and practices of marketing. Required of all business majors. Prereqs.: ECON 001, ECON 002, and junior standing.
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3.00 Credits
Focuses on the individual and environmental factors that influence consumer behavior and decision-making of individuals and organizations. The course surveys various concepts, theories, and analytical frameworks to explain and analyze consumer purchase decisions and draws practical implications for marketing strategies. Prereq.: MKTG 301.
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3.00 Credits
Focuses on the role of marketing research in management information gathering and marketing decision-making. Theoretical and practical aspects of the research process are covered. Key topics covered include fundamentals of research design, measurement issues, questionnaire design, sampling theory, data collection, and entry and the use of statistical analysis. Prereqs.: ECON 180 and MKTG 301.
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3.00 Credits
Examines the components of an integrated marketing communications plan at both the corporate and brand levels. Promotional tools such as mass media advertising, sales promotion, personal selling, and public relations are discussed. Issues regarding the use of print, electronic, out-of-home, direct-response media, and direct marketing are also covered. Prereq.: MKTG 301. Recommended: MKTG 320.
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3.00 Credits
Focuses on understanding and developing the oral communication skills necessary for success in the sales arena. These skills are eminently transferable to other situations including promoting yourself and your ideas within the corporate environment. Relies heavily on experiential learning, such as in-class exercises and role playing. Open to students of any major including non-business majors, with junior standing and permission of the instructor. Prereq.: MKTG 301.
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3.00 Credits
Examines the role of advertising in marketing, the legal and social environment in which it operates, and the process by which it is created and managed. Utilizes cases to develop the ability to formulate advertising strategy and devises an advertising campaign, including the creation of advertisements. Topics covered include setting advertising objectives and budgets, creative strategy, media strategy, advertising effectiveness, agency-client-media relations, and advertising regulation. Prereq.: MKTG 301.
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3.00 Credits
Examines the process by which new products are developed and introduced to markets. Utilizes cases to illustrate the steps in the new-product development process, creativity in the product-development process, idea-screening, concept testing, business analysis, prototype development, test-marketing, phased roll-outs, and commercialization. Prereq.: MKTG 301.
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3.00 Credits
Examines the theories underlying pricing, looks at pricing practices employed in the field of marketing, and evaluates the role of pricing in a company's marketing strategy. Topics covered include demand and supply analysis, price-quality relationships, consumer perceptions of prices, typical approaches to setting prices, competitive pricing, and ethical and legal aspects of pricing. Prereq.: MKTG 301.
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