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Course Criteria
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3.00 Credits
Prerequisite: EC220 or equivalent, MK240, and senior stand- ing. Restricted to students concentrating in marketing. Examines the role of information in marketing decision- making. Students learn to collect and analyze informa- tion from primary and secondary sources and to inter- pret information for decision-making. Topics include problem definition, secondary information, focus groups, survey research, questionnaire design, and attitude measurement. (Fall only)
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3.00 Credits
Prerequisite: MK346, MK441, and senior standing. Restricted to students concentrating in marketing. Focuses on the strate- gic and analytical approach to making marketing deci- sions. Students learn to solve marketing problems using contemporary principles such as marketing warfare and niche marketing. Topics include current issues and future trends as they relate to career opportunities and change in the marketing field. The project includes the development and presentation of a marketing plan or marketing audit for a profit or nonprofit organization in manufacturing, distribution, or service delivery. (Spring only)
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3.00 Credits
Prerequisite: MK240 and 60 credits. Studies innovation in terms of planning, implementing, and controlling new product entry in diverse industries. Students learn to identify the new product development process; develop a new product strategy; describe appropriate structures for product development; and use multivariate statistical techniques to evaluate the attractiveness of a new product concept. Topics include technology-based development, organizational learning, and new product acceleration.
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3.00 Credits
Prerequisite: CS110 or CS111 or CS112, MK240, and 60 cred- its. Enables students to develop a better understanding of how the Internet and other technologies affect tradi- tional marketing. First, how can technology increase effi- ciency in established marketing functions Second, how does the technology of electronic marketing transform marketing strategies Finally, how has technology funda- mentally changed consumer behavior through a power shift from corporations to individual mouse-holders Stu- dents learn how such a marketing transformation results in new business models that add customer value, build customer relationships, and increase company profit- ability. More specifically, students gain an understand- ing of the many ways in which electronic technologies affect the four elements of the marketing mix.
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3.00 Credits
Prerequisite: MK240 and 60 credits. Deals with the manage- ment of the promotion function in a business or non- profit organization. Students develop an understanding of the role promotion plays in an organization's market- ing strategy. Topics include promotional strategy, inte- grated marketing communication, advertising, personal selling, sales promotion, and public relations.
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3.00 Credits
Prerequisite: MK240 and 60 credits. Provides an opportunity for students to conduct intensive study and/or research in a selected marketing topic or industry. Students work under the direct guidance of a faculty advisor to accom- plish the course requirements agreed upon by the stu- dent and advisor. Topics may include health care mar- keting, financial services marketing, and nonprofit marketing. May be repeated for credit with different topics.
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3.00 Credits
Prerequisite: MK240 and 60 credits. Provides an in-depth understanding of how branding and packaging are used to gain the target audience's attention in the competi- tive retail environment. Students learn to utilize prod- uct packaging as a critical strategic element for brand identity and differentiation. Key topics include brand recognition and the marketing mix; branding a service; consumer research and packaging; emotional brand- ing; global aspects of branding and packaging; pack- age design elements; packaging and the law; and store brands versus national brands. Case analysis is used to reinforce topics and develop analytical skills by exam- ining the branding strategy of current industry leaders; for example, case studies may investigate Australia's tourism industry, Coca-Cola's brand, the For Dummies349 books, Heinz Ketchup, Starbucks' Frappuccino, and Tylenol's protective packaging.
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3.00 Credits
Prerequisite: MK240 and 60 credits. Examines the strategic role of retailing in the distribution of consumer goods and services. Students learn why consumer insight and superior execution are critical factors for building retail brands that will be successful in the future. Key topics include retail formats, multichannel retailing, merchandise assortment, retail locations, store layout and design, retail communication mix, and customer service. Case analysis is used to reinforce course topics and develop analytical skills by examining the opera- tional and tactical strategies of a wide variety of retailers; for example, case studies may focus on some of the following contemporary retailers: Abercrombie & Fitch, Build-A-Bear, Costco, Giant Food, Kohl's, Nordstrom, and Wal-Mart. Closed to students who have taken the course as a special topic under MK449.
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3.00 Credits
Prerequisite: MK240 and 60 credits. The services sector accounts for approximately 78 percent of GDP and 80 percent of employment in the U.S. economy. The course examines how services differ from physical products and how they should be created and marketed in order to add value to customers. Marketing strategies for services and physical goods are compared and contrasted. Key topics include applying the 4Ps to services; determining customer expectations and perceptions; aligning strat- egy; service design and standards; managing customer relations (CRM); delivering and performing service; and analyzing financial and economic effects of services.
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3.00 Credits
Prerequisite: MK240 and 60 credits. Provides students with a foundation and basic understanding of the marketing of sports and the marketing through sports. Topics include investigating the role of sports at various levels; for example, amateur and professional levels and domestic and international levels. Students learn to understand and appreciate the development of sports marketing, along with its impact on current industry practices. Closed to students who have taken the course as a special topic under MK449.
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