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Course Criteria
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4.00 Credits
This course builds on previous marketing, advertising and e-commerce knowledge. Students learn how to apply the suite of tools now available via the Internet to reach current and potential target markets. The course covers all the marketing basics from the Internet perspective, including essential aspects of Internet marketing using Search Engines, Linking Strategies, Viral Strategies, Public Relations, Intergrating Traditional Media, E-Mail Publishing, Networking, Opt-in E-Mail Advertising, and Paid Advertising (Banner Ads, paid Listings in Portal Sites, Sponsorships, Pay per Click, Pay per Sale, Paid Ads in targeted e-mail newsletters, etc.). Course work includes web site creation, case studies, computer lab work, team work, class presentations, and the creation of an Internet Marketing Plan. Offered every year. Prerequisites: BU3830 and BU4801
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4.00 Credits
This is the capstone course in marketing. Heavy emphasis is placed on problem recognition, strategizing, implementing, and justifying why marketing plans should be adopted by the organization. Students will be applying knowledge gained in other courses to case studies and an interactive computer simulation. The perspective will be of senior marketing management. Prerequisite: BU3800
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4.00 Credits
This course places heavy emphasis on problem recognition, strategizing, implementing, and justifying why marketing plans should be adopted by the organization. Students will be applying knowledge gained in other courses to case studies and an interactive computer simulation. The perspective will be of senior marketing management. Offered occasionally. Prerequisite: Senior standing
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4.00 Credits
Incorporates concepts from the behavioral sciences that provide a foundation for the study of buyer behavior. The course evolves through an exploration of the contributions from economics, psychology, sociology and cultural anthropology that reveal the motivations underlying consumer behavior. Offered every year. Prerequisite: BU3800
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4.00 Credits
An intensive analysis of business-to-business marketing involving examination of competitive and economic environments on marketing decisions related to business equipment, industrial components and process materials. Pricing options, segmentation, channel strategies, and promotion strategies will be evaluated through the case analysis. Offered occasionally. Prerequisites: BU2420/PE2420, BU2430/PE2430, BU3800, BU4110
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4.00 Credits
Exploration of marketing problems for service businesses and nonprofit organizations. Course involves extensive case analysis involving problem identification and the creation of marketing strategies for areas, such as financial services, health services, professional services, transportation, and educational facilities. Offered occasionally. Prerequisites: BU2420/PE2420, BU2430/PE2430, BU4110, BU3800
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4.00 Credits
This course focuses on how brands are created and managed within the marketing process. Using an interdisciplinary marketing and social science perspective, students analyze the cultural system of brand identity generated by product manipulation and consumer choice, creating value for both buyer and corporation. Marketing policies are evaluated through an analysis of product development, distribution and pricing with particular focus on the newest communication tools in advertising, public relations and sales promotions. Offered every year. Prerequisite BU3800
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4.00 Credits
A program tailored to the needs and interests of students of marketing, advertising, and public policy issues. Students complete an actual business project related to marketing. Offered occasionally. Prerequisite: Senior standing
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4.00 Credits
Designed for students who want experience in the work place participating in the marketing environment. This is an excellent opportunity to prepare for a career in the field. Open to Marketing majors ONLY. Offered every semester. Prerequisites: Senior standing; approval of Director of Internships
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2.00 Credits
This course is designed to acquaint students with research, writing, and presentation skills. Intensive practice und- er supervision. Invited speakers, faculty members and honor students from the school of Business work on their publishable resea- rch papers. The Purpose of this course is threefold: (1). To give the students an appreciation and understanding of research and scholarship; (2). To develop skills in research and analysis and evaluation of problems important to the business profession; and (3). To give experience in writing clearly and convincing ly on current subjects in the business field.
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