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Course Criteria
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3.00 Credits
Prerequisite: Junior standing. Investigates organizational, societal, regulatory, and ethical issues and challenges that businesses face in domestic and global environments. Introduces information and analytical tools for studying such issues as corporate power and influence, environmental pollution, corporate social responsibility, consumer protection, affirmative action, quality of worklife, and professional ethics.
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4.00 Credits
Prerequisite: MKT 301. Explores the domain of retailing marketing to the final consumer. Emphasis is placed on retail strategy, merchandising, vendor relations and location. The course will use design as the medium to link consumer need to retail. This will include basic design elements, such as space, form and color, as well as retail-specific topics like point-of-purchase displays. Both macro and micro elements of retail design will be explored, including issues from mall development to individual customer transactions.
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4.00 Credits
Prerequisite: MKT 301. The goals are to provide conceptual understanding of consumer behavior, provide experience in applying consumer behavior concepts to marketing strategy and social policy decision-making through case analysis, and develop experiential capability in using consumer research. This course covers major influences on the consumption process, including psychological, situational, and socio-cultural factors. Specific topics include perception, attitudes, values, consumer decision-making, and customer satisfaction, among others. The marketing implications of understanding the consumer are emphasized, but social factors are also considered.
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4.00 Credits
Prerequisite: MKT 301. Develops a managerial appreciation of the role of research in marketing practice and how results are used in decision-making. Emphasizes the total research process as well as specific research steps, stressing information needs, research formulation and design, and research procedure. Integrates and applies concepts through managerially-oriented marketing research cases and a field research project.
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4.00 Credits
Prerequisites: MKT 301 or equivalent; 2.5 GPA, and permission of department chair. This course is a specially arranged, study-abroad field experience which provides intensive business exposure to a target country. Students will conduct hands-on research, visit and interact with the business community in the target country, and prepare written reports on international marketing and business topics.
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4.00 Credits
Prerequisite: MKT 301. Designed to introduce the field of integrated marketing communications as part of an overall marketing strategy. The emphasis in this course will be on the role of integrated advertising and promotion in the marketing communications program of an organization. As with any specialized field of marketing, we will analyze how this area of advertising and promotion fits into the overall marketing process. Our major thrust will be to study how various factors (creative, media, etc.) should be applied in planning, developing, and implementing advertising and promotional campaigns and marketing programs.
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4.00 Credits
Prerequisite: MKT 301. This course introduces the basic functions of sales force management as well as theories and concepts about appropriately managing that function. Students will be able to apply sales research, theories, and concepts to practical situations. Topics covered include salesperson effectiveness, deployment, organizational design, compensation, and evaluation.
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4.00 Credits
Prerequisite: MKT 301. Explores concepts, analytical tools, management practices, and advances in marketing goods and services to industrial, commercial, institutional, and other business markets in domestic and global environments. Includes lectures, case analyses, discussion, oral presentations, written reports, and execution of a field project.
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4.00 Credits
Prerequisite: MKT 301. Provides an introduction to Internet and mobile technologies and the marketing opportunities they present. Students learn how to leverage these technologies to achieve corporate marketing goals and how to integrate these technologies with traditional marketing strategies. Students create an e-marketing plan for a "real world" company.
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4.00 Credits
Prerequisite: MKT 301. Introduces the basic theories and methodology of customer relationship management, including identifying profitable customers, understanding their needs and wants, and building a bond with them by developing customer-centric products and services directed toward providing customer value. Provides hands-on experience with popular analytical CRM and data mining tools that are widely used in the industry. Topics will cover the issues in the customer life cycle: market segmentation, customer acquisition, basket analysis and cross-selling, customer retention and loyalty, and practical issues in implementation of successful CRM programs.
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