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MK 301: Buyer Behavior
3.00 Credits
Western New England University
Prerequisite: MK 200. This course examines the marketing of goods, services, ideas, places, people, and events to traditional and organizational consumers. Special emphasis is placed on buyer behavior theories with marketing management implications, and data collection for problem discovery relative to buyer behavior. Offered in the fall and spring semesters. 3 cr.
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MK 311: Multinational Marketing
3.00 Credits
Western New England University
Prerequisite: Junior standing and MK 200. This course is an introduction to the complexities and implications of foreign markets, the contemporary environment, problems, and practices in international and global marketing. Emphasis is on decisionmaking and policy formulation including demographic, cultural, economic, political, legal, technological, logistical, and competitive aspects of doing business outside the home country. Offered in the fall semester. 3 cr.
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MK 317: Promotional Strategy
3.00 Credits
Western New England University
Prerequisite: MK 200. This course integrates marketing communication theory, concepts, and research with in-depth treatment of all elements of the promotional mix- advertising, sales promotions, direct marketing, public relations and publicity, and personal selling. The course covers the fundamentals of integrated marketing communications. Offered in the fall and spring semesters. 3 cr.
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MK 318: Marketing Research
3.00 Credits
Western New England University
Prerequisite: MK 200, BIS 202, BIS 220. This course is a study of the quantitative and qualitative techniques of marketing research and their effective use in marketing management. The course emphasizes the flow of marketing information, the development of sound primary research, and the adaptation of research tools to management planning and decision making. Offered in the spring semester. 3 cr.
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MK 320: Price and Product Strategy
3.00 Credits
Western New England University
Prerequisite: EC 111 or EC 206, MK 200, BIS 220, and MK 301. Marketing is about the exchange process of products and services for monetary consideration between buyers and sellers. This course examines the creative and management processes, approaches, and analytical tools and techniques involved in creating products/services and setting the prices for them. The teaching pedagogy employs interdisciplinary student teams that identify customer needs and create product/service design and pricing solutions for them. While the major focus will be on the development and pricing of new products, other product and pricing issues such as product life cycle, product development and pricing, product line pricing, branding, and price-quality relationship will be covered. Offered in the spring semester. 3 cr.
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MK 322: Sales and Sales Management
3.00 Credits
Western New England University
Prerequisite: MK 301. This course is an examination of the role of personal selling in the marketing mix. Planning, training, organizing, forecasting, and reporting of individual sales personnel and group sales activities are emphasized. Offered in the spring semester. 3 cr.
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MK 323: Distribution Strategy
3.00 Credits
Western New England University
Prerequisite: MK 301. This course examines channels of distribution as organizational networks that create value for the customer through the generation of possession, time, and place utilities. The approach will be both strategic and managerial - strategic in the sense that marketing channels are value adding chains that create competitive advantage, managerial in the sense that channels must be designed, developed, and maintained as the marketing environment changes. 3 cr.
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MK 333: Independent Study in Marketing
3.00 - 32.10 Credits
Western New England University
See "Independent Study" on p. 32. 1-3 cr.
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MK 340: Promotion Design and Applications
3.00 Credits
Western New England University
Prerequisite: BIS 202 and MK 200. This is a course designed to give students experience applying promotions and graphic design theory to the development of promotional materials such as print advertisements, sales support materials, newsletters, flyers, logo design, business communication materials, and web pages. Students will be introduced to graphic design computer software used for creating marketing and sales materials. Offered in the fall and spring semesters. 3 cr.
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MK 346: Relationship Marketing
3.00 Credits
Western New England University
Prerequisite: BIS 202 and MK 317. This course is an examination of relationship marketing strategies and techniques to develop longterm relationships with customers, suppliers, and other relevant stakeholders. Students will analyze the elements of relationship marketing and relate those elements to contemporary marketing communication issues. Topic areas include customer communication patterns, customer database management, interpretation of customer databases, database suppliers and end users, the impact of relationship marketing on quality, service, and the marketing mix, measuring and tracking customer satisfaction, building and maintaining customer loyalty, and the organizational prerequisites for relationship marketing. 3 cr.
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