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  • MKT 312: CONSUMER BEHAVIOR

    3.00 Credits
    Kutztown University of Pennsylvania

    This course is a study of the processes of planning, purchasing and the consumption of goods and services by consumers. The course examines the links between behavioral concepts, marketing strategy and consumer decision making. The influences culture, subculture, group dynamics and intra-personal on decision-making will be emphasized. The focus of the course is the application of consumer behavior to the elements of strategic marketing - including market segmentation, product positioning, product development, marketing communications, distribution and pricing. Social and ethical considerations of marketing responsibility to consumers will also be addressed.
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  • MKT 315: MKT ETHICS IN SOCIETY

    3.00 Credits
    Kutztown University of Pennsylvania

    This course will explore the fundamental concepts and practical applications of marketing ethics. The global ethical environment of market exchanges has remained a constant issue in terms of both strategic and short-range marketing activities. In addition, ethical standards and institutional relations will be assessed from the perspective of various social science elements including: culture, religion, society, ethnic distinction, socio-economic factors, and language.
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  • MKT 320: MARKETING MANAGEMENT

    3.00 Credits
    Kutztown University of Pennsylvania

    This course emphasizes managerial decision-making and problem-solving in the areas of channels distribution, integrated marketing communication, product, and pricing. Focus is on the concepts and techniques organizations and businesses employ to anticipate and satisfy customer needs and wants.
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  • MKT 330: PERSONAL SELLING & SALES MGM

    3.00 Credits
    Kutztown University of Pennsylvania

    The course provides an introduction to the role and nature of selling and examines the elements of effective sales management in a contemporary business environment. Topics include theories, functions, and the techniques associated with real world selling. Elements of personal selling and sales management include: (1) understanding the sales process (prospecting, preparing sales dialogue and presentations, communicating value, addressing concerns and handling complain, and closing the sale), (2) issues in recruiting, selecting, training, motivating, compensating, and retaining salespeople, (3) building trust, earning commitment, and expanding customer relationship and (4) understanding ethical behavior in relationship selling and sales management.
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  • MKT 340: RETAIL MANAGEMENT

    3.00 Credits
    Kutztown University of Pennsylvania

    This course is a study of the administration and control of retail merchandise operations, or their equivalents, in the offerings of services. It covers the fundamental principles of store management, location, selection and training of personnel, budgeting, buying and processing merchandise, pricing, and sales promotion. In addition, some attention is given to the increasing role and numbers of service and not for profit retailers.
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  • MKT 347: NEW PRODUCT MANAGEMENT

    3.00 Credits
    Kutztown University of Pennsylvania

    This course is intended to provide the student with an opportunity to develop an understanding of marketing decision making for new and mature products. Students will review current literature and improve their ability to analyze and express their thoughts in the area. The course emphasizes the role of strategic market planning, organizing and planning new products, the new product development process and marketing program, new service development, controlling and managing the product or service line, and the future of new product management. Textbooks, readings and group projects will be utilized in order to develop a total concept of new product management.
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  • MKT 350: ADVERTISING MANAGEMENT

    3.00 Credits
    Kutztown University of Pennsylvania

    This course is designed to provide a comprehensive introduction to the integrated marketing communication (IMC) field with an emphasis on advertising. Fundamental principles and concepts of persuasive marketing communication are mainly examined as (1) an element in our social system; (2) a business system; (3) an art and communication form; and (4) a science. Areas of concentration include IMC in customer relationship marketing, consumer behavior, IMC research and planning, the campaign development process, advertising agencies, creative strategies, basic media choices, target audience analysis, and the legal and ethical aspects of advertising.
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  • MKT 351: MEDIA CONCEPTS & PLANNING

    3.00 Credits
    Kutztown University of Pennsylvania

    This course is designed to help students understand the fundamentals of media planning and the role of media in the process of developing effective integrated marketing communication (IMC) campaigns. Following the advent of new types of media, this course aims to immerse students in the issues that occur in the media industry today. It also fosters students' understanding and application of various types of media including digital media such as social media, websites, and mobile to suggest effective and efficient IMC strategies for corporations. In addition, media formulas and media research will be addressed.
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  • MKT 357: INTEGRATED MKT COMM CAMPAIGNS

    3.00 Credits
    Kutztown University of Pennsylvania

    This course aims to provide theoretical and pragmatic approaches to help students gain knowledge to develop an effective, successful integrated marketing communications (TMC) campaign. Combining the steps of developing an IMC campaign and studying the process step-by-step, students will develop an actual IMC campaign for a company. As an upper-division IMC course, this course is less about students learning new materials and more about them experiencing the culmination of all they have learned. Specifically, the whole development process or a campaign beginning with reviewing a company's mission and values and ending with a pitch will be covered. As a subset of IMC, sales promotions, public relations, sponsorships, brand event planning, personal selling, and direct-response marketing are incorporated into the class.
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  • MKT 358: MKT COMMUNICATION MGMT

    3.00 Credits
    Kutztown University of Pennsylvania

    This course considers the managerial impact of Marketing Communications (MARCOM); public relations/publicity; sales promotion, advertising, cyber-marketing and direct marketing; personal selling; and the impact of the promotional mix on marketing communication.
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