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MKTG 371: Integrated Marketing Communications
3.00 Credits
Virginia Commonwealth University
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 308 or permission of department chair, and junior standing. Overviews the various steps in the development of an integrated marketing communications program, including advertising, public relations, sales promotion, personal selling and direct marketing. Special emphasis is placed on the role of new technologies and interactive media in this context. Formerly MRBL 371.
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MKTG 373: Buyer Behavior
3.00 Credits
Virginia Commonwealth University
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 308 and junior standing; PSYC 101 and SOCY 101 recommended. Study of the relevant psychological, sociological and anthropological variables that shape buyers' activities and motivations in household and organizational decision making. Throughout the course, students consider the issue of why consumers behave as they do in the marketplace and the nature of their choices as individual, family and institutional buyers. Formerly MRBL 373.
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MKTG 376: Dynamics of Retail Management
3.00 Credits
Virginia Commonwealth University
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 308 and junior standing. A comprehensive view of retailing and an application of marketing concepts in a practical retail managerial environment. Students learn to evaluate retail firms and to identify their strengths and weaknesses. Formerly MRBL 376.
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MKTG 378: International Marketing
3.00 Credits
Virginia Commonwealth University
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 308 or permission of department chair, and junior standing. This course is designed to orient students toward global marketing and to develop an understanding of the differences among foreign marketing environments. Subject areas emphasized are the differences and similarities between domestic and international marketing and changes in the international marketing environment. This course also introduces students to international marketing policies. Formerly MRBL/INTL 378.
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MKTG 378 - International Marketing
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MKTG 472: Product Development and Management
3.00 Credits
Virginia Commonwealth University
Semester course; 3 lecture hours. 3 credits. Prerequisites: ECON 210-211, MKTG 308 and junior standing. Study of the role of marketing in developing and managing products. Essential concepts include the use of project teams for product development and the application of a new product development process. Topics include innovation, technology, listening to the voice of the customer, product design, branding, positioning and product life-cycle management. Formerly MRBL 372.
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MKTG 474: Personal Selling and Sales Management
3.00 Credits
Virginia Commonwealth University
Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG 308. Restricted to senior-level business majors or to students with permission from department chair. Examines the fundamental nature of personal selling in the promotion mix, including the sales process and the techniques used in performing the selling function. Explains the diverse decisions and the activities necessary to manage the outside sales force efficiently and effectively to achieve the organization's overall goals. Formerly MRBL 474.
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MKTG 475: Services Marketing
3.00 Credits
Virginia Commonwealth University
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 308 or permission of the instructor, and junior standing. Students develop both a theoretical and practical understanding of "the service product," including the role of customer service in retail and industrial settings. Students learn techniques for analyzing and improving service system design. Students develop an understanding of "quality" as it relates to service products, and they exercise a number of approaches for assessing and improving perceived service quality. Formerly MRBL 475.
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MKTG 475 - Services Marketing
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MKTG 476: Marketing Management
3.00 Credits
Virginia Commonwealth University
Semester course; 3 lecture hours. 3 credits. Prerequisite: Restricted to senior-level marketing majors who have completed a minimum of 15 credits of marketing courses (in addition to MKTG 308). A case course requiring the senior marketing student to apply his or her knowledge to the solving of marketing managerial problems. Formerly MRBL 476.
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MKTG 476 - Marketing Management
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MKTG 478: Global Internet Marketing
3.00 Credits
Virginia Commonwealth University
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 308 and MKTG 378, or permission of instructor. Course examines global Internet marketing as a necessary ingredient to successful global marketing strategy in the 21st century. Students engage in analyzing international markets - market evaluation, competitive analysis, market comparison and selection - using Web-based information and tools. Discussion includes comparison of e-business versus traditional business perspectives on marketing strategies and tactics. Formerly MRBL/ INTL 478.
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MKTG 478 - Global Internet Marketing
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MKTG 491: Topics in Marketing
3.00 Credits
Virginia Commonwealth University
Semester course; variable hours. Variable credit. Maximum of 3 credits per course; maximum total of 6 credits for all topic courses. Prerequisite: Junior standing. An in-depth study of a selected business topic, to be announced in advance. Formerly MRBL 491.
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