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Course Criteria
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3.00 Credits
Students are introduced to the scope of direct marketing including mail order, lead generation, circulation, relationship/loyalty programs, store traffic/site traffic building, fund raising, pre-selling, selling (cross-selling as well as selling-up), post-selling and research. Initially, the course will address how direct marketing varies from other forms of marketing and where its practice is most appropriate. Subsequently, the course covers how firms develop direct marketing programs for purposes of direct sale, lead generation or traffic generation using various direct marketing media such as: direct mail, broadcast, print advertising, catalogs, co-ops, telemarketing, Internet, inserts, videos, e-mail and trade shows. Various approaches for stimulating action and the measurability and accountability of direct marketing and its relationship to the total marketing mix are stressed. Note: Prior to Spring 2009, this course was titled “Direct Marketing & E-Commerce Channels.” Marketing Majors must earn a grade of C or better for this course to count towards the major requirements.
Prerequisite:
MKTG 2101 (0081) or 2901 (0091), 3596 (W160), 3511 (0210)
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3.00 Credits
The basis of all commerce has continued to evolve to incorporate new and better technologies, which are developed for and diffused throughout business practices. Technology embedded e-commerce is now an integral part of all business and marketplace behaviors. Far beyond storefronts and the catalogue model of sales and distribution, technology introduces efficiencies into the value chain that become critical to corporate strategy. This course will review current and emerging technologies and their applications to the strategic creation, maintenance, and communication of value within the corporate value chain and the marketplace context. It includes the peer-to-peer markets, the symbolic use of brands and the manner in which marketplace intelligence is collected and analyzed.
Prerequisite:
MKTG 2101 (0081) or 2901 (0091)
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3.00 Credits
This course will teach students how to make use of Marketing Metrics: the collection, analysis, and utilization of data for the development of marketing strategies. The course includes the study of data collection, warehousing technologies, marketing information systems, data mining, and customer relationship management. Particular attention is paid to interpretation of quantitative data (Marketing dashboards).
Prerequisite:
MKTG 2101 (0081) or 2901 (0091), and 3511 (0210)
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3.00 Credits
Methods for collecting, analyzing, and interpreting data relevant to the marketing decision-making process. The course will focus on structuring marketing problems in terms of specific research questions, understanding primary and secondary sources of marketing research data (including issues in data collection), using specific techniques for analyzing marketing research data, and using these analyses to make better marketing management decisions. Note: Marketing Majors must earn a grade of C or better in this course to be eligible to take the capstone Marketing course 4596 (4501 for freshmen admitted fall 2008).
Prerequisite:
MKTG 2101 (0081) or 2901 (0091) with a grade of C or better, STAT 2101 (C021) and 2102 (0022) OR STAT 2103
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3.00 Credits
Problems of marketing and analysis of the internal marketing system of countries with various types of political-economic structures. The strategic impact of economic, cultural, political, and legal differences on marketing is emphasized. International product, price, promotion, and distribution issues are also considered. Note: Marketing Majors must earn a grade of C or better in this course to be eligible to take the capstone Marketing course 4596 (4501 for freshmen admitted fall 2008).
Prerequisite:
MKTG 2101 (0081) or 2901 (0091) with a grade of C or better
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3.00 Credits
Special topics in current developments in the field of marketing.
Prerequisite:
MKTG 2101 (0081) or 2901 (0091); additional prerequisites may vary with topic
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3.00 Credits
The course is designed for students who have a Marketing Internship or Co-op Experience. Note: Arrangements are made through the Marketing Department. This course is for Marketing majors only. Students must have completed the Marketing Core (MKTG 3511, 3596) prior to this course. Students must earn a grade of C or better for this course to count towards the major requirements.
Prerequisite:
MKTG 2101 (0081) or 2901 (0091), and 3596 (W160) and 3511 (0210)
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1.00 - 6.00 Credits
Readings and/or papers under supervision of a faculty member.
Prerequisite:
Consultation with faculty member and approval of department chair
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3.00 Credits
A survey and integration of concepts, theories, and frameworks that help explain the behavior of consumers. Topics include perception, product knowledge and involvement, decision making, learning, conditioning, and social influences such as culture, micro-culture, and social class. The course emphasizes the use of these concepts in developing marketing strategies. This is a WRITING INTENSIVE course and class size is limited to 20 students. Note: Marketing Majors must earn a grade of C or better in this course to be eligible to take the capstone Marketing course 4596 (4501 for freshmen admitted fall 2008).
Prerequisite:
MKTG 2101 (0081) or 2901 (0091) with a grade of C or better
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1.00 - 6.00 Credits
Readings and/or papers under supervision of a faculty member.
Prerequisite:
Consultation with faculty member and approval of department chair
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