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Course Criteria
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3.00 Credits
Provides a strategic view of industrial and other business-to-business marketing. You will gain experience in solving marketing mix problems over the product life cycle and will learn about the impact of technology, derived demand, complex buying processes, and customization. You will study the impact and use of business e-commerce exchanges and other web-based techniques. The case method is used. Prerequisite: MKT 300.
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3.00 Credits
Focuses on the operating and management problems of salesmanagement executives. You will learn how to relate the sales function to other functions of business and will study techniques for estimating sales potential, forecasting sales, manning territories, and selecting, training, supervising and compensating the sales force. You will learn about sales force automation tools, including web methods. Case method used. Co-requisite: MKT 300.
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3.00 Credits
Focuses on the distinctive aspects of service organizations including the importance of service quality and how marketing goals, mixes and strategies are tailored accordingly. You will learn about new developments in the marketing of services, including the Internet, and how they apply in different settings, including financial, professional and not-for-profit. Case studies are used. Co-requisite: MKT 300.
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3.00 Credits
Examines the issues, strategies and approaches associated with developing, introducing and managing new products and services. You will learn methods for identifying business opportunities, market segmentation, idea generation, concept development and testing, market testing and introductory market programs. Case studies are used. Co-requisite: MKT 300.
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3.00 Credits
Surveys the principles and techniques of marketing research, with emphasis on survey methods. You will gain an in-depth knowledge of the planning and execution of market-research projects, including the acquisition and analysis of both primary and secondary data; use of statistical methods; questionnaire design; interview methods, including the Internet; testing and communication of results achieved. Case materials are used. Prerequisites: MKT 100 or MKT 300 and MATH 40 or MATH 240.
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3.00 Credits
Studies strategic and operational aspects of the marketing plan for consumer, industrial and service industries; formulation of top management strategic goals; and all elements of the annual marketing plan, including management summary, background data, quantitative objectives and implementation. Also covered is planning for longrange market development. Case studies. Prerequisite: MKT 300.
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3.00 Credits
Studies the influence of consumer behavior upon marketingmanagement strategy; examines behavioral concepts as they relate to the buying situations, types of consumer research instruments and types of marketing issues. Focus on use of consumer-behavior knowledge in realistic action-oriented situations, readings and case materials. Co-requisite: MKT 300.
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3.00 Credits
Covers the uses of various media in formulating an overall consumercommunication strategy, with an emphasis on consumer-targeting techniques and media-mix programming. You will learn about the advantages and disadvantages of differing types of advertising vehicles, including the Internet, in reaching the target audience. The course uses a variety of readings and case materials. Co-requisite: MKT 300.
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3.00 Credits
Examines the following processes: estimates of market potential, pricing and distribution strategies; role of communications in serving markets outside the US, serving these markets through branches, the Internet, warehousing operations, international brokers and traders and foreign affiliates; analyzing markets in countries with different cultural, political and economic characteristics. Reviews marketing and distribution methods in selected US and foreign companies.
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3.00 Credits
Gives you answers and takes you deep into the marketing arm of the e-commerce business landscape. You will learn how marketing decisions and business models interact and support one another. You will learn about privacy and security, technology issues, online branding, customer interface and community building. You will view the Internet as a channel, then analyze how integrated multi-channel marketing and customer management work. Finally, you will learn to apply marketing research and public policy to database marketing. This course will go substantially beyond the introductory marketing course in e-commerce. Prerequisite: MKT 300.
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