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Course Criteria
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4.00 Credits
Personal selling in today's business climate focuses on the role of the salesperson as a consultant to customers, which involves building strong relationships that are based on professionalism and confidence. Students will understand the personal selling process, including prospecting, planning sales calls, giving presentations and demonstrations, negotiating, closing the sale, and follow-up processes that ensure customer satisfaction and loyalty. Communicating with customers in organizational markets, strategic understanding of customer needs, and time management will also be addressed.
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4.00 Credits
This course explores marketing principles combined with Web-based strategies in an effort to reach customers and build individual relationships. Tools such as electronic advertising, direct e-mail, and electronic commerce are studied. Value analysis will be used to determine the individual customer's contribution to profit, Web metrics, and analysis of buyer behavior.
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4.00 Credits
The marketing of services and not-for-profit concerns has joined products as an element of the marketing mix. However, how they differ from products warrants special study. This course explores approaches to marketing services as well as not-for-profit foundations, organizations, ideas, and causes, and considers how these approaches differ from marketing products. Case studies and examples drawn from a variety of contexts are used to demonstrate and apply theoretical concepts.
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6.00 Credits
Today's progressive business uses Web-based strategies to reach customers and build individual relationships using tools such as electronic advertising, direct e-mail, and electronic commerce. Course topics explore these methods including: Web metrics, analysis of buyer behavior, and value analysis used to determine the individual customer's contribution to profit. Topics in this course include evaluation of advertising and promotional programs, selection of appropriate advertising, public relations and promotional campaigns, customer service functions, and interactive marketing.
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4.00 Credits
Marketing channels are systems of interrelated organizations that are engaged in making goods and services available for consumption by institutional or household consumers. This course examines the means by which effective and efficient distribution networks, including manufacturers, wholesalers, retailers, and transportation firms, as well as other actors in the process, can be constructed and managed.
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4.00 Credits
Principles, approaches, and every-day utilization of marketing research in business to build customer loyalty and manage customer relationships are the foci of this course. Students will learn how to shape research questions around marketing issues, and to develop and implement a research design to address their research questions. The capstone assignment is a survey research project in customer satisfaction.
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4.00 Credits
This course will introduce the student to useful and meaningful metrics that help marketers track how well their marketing objectives are being met. Metrics include customer retention, promotional and PR, awareness levels, purchase-decision drivers, cost of customer acquisition, market share, ROI of marketing programs, etc. Students will learn how to precisely define the kinds of results that they need to measure, how to assess the dollar value of a result, how to track actual results, and how to utilize this information to the firm's benefit.
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4.00 Credits
This course examines psychological theory and its application to marketing. This theory focuses on consumer perceptions, attitudes, intentions, and behavior, and the effect on the marketing effort. Emphasis is placed on theoretical and practical implications, including professional selling.
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4.00 Credits
This course provides a foundation in the basic computational skills necessary for algebra or business statistics. It has been designed to meet not only the needs of the traditional student but also the adult student whose mathematical proficiency may have declined during years away from formal schooling. Topics include: fractions, decimals, percents, ratio and proportions, graphs, and an introduction to algebraic skills.
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4.00 Credits
This course in algebra involves the use of numeric expression and a logical sequence of thought. Topics include real numbers, variable expressions, solving linear and quadratic equations, and inequalities.
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