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Course Criteria
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3.00 Credits
Fall, Spring. Theory and practice of marketing to organizations (business, institutions, government). Topics include organizational buying and behavior, market forecasting, segmentation and competitive assessment, business marketing partnerships, distribution channel management and products, services, pricing, promotions for organizational markets. Prerequisite: C or better in MKT 300 or MKT 301.
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1.00 - 3.00 Credits
On demand. Selected areas not covered in depth by existing courses but which are developing as an important part of marketing. Offered on lecture basis or in seminar, depending on student demand and course content. Typical topics, which may vary from semester to semester, could include nonprofit marketing; demand analysis and forecasting; distribution systems; or pricing strategies. May be repeated to 6 hours. Prerequisites: depending upon course content, prerequisites in addition to C or better in MKT 300 or MKT 301 may be required.
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3.00 Credits
Fall, Spring. Conceptual and analytic framework for the application of marketing principles to the service sector of the economy. Development and understanding of the impact of unique service characteristics on the development of marketing strategies. Prerequisite: C or better in MKT 300 or MKT 301.
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3.00 Credits
Fall, Spring. An exploration of the role of promotion in the marketing process. Topics include: buyer behavior, information processing, communications, and the promotional elements. Strategy implications are stressed throughout the course. Non-Marketing students only. Credit not applicable to specialization in Marketing in BSBA. Credit not allowed for both MKT 408 and MKT 410. Prerequisite: C or better in MKT 300.
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3.00 Credits
Fall, Spring. Role of promotion in marketing process. Applications of consumer behavior theory to promotional mix (advertising, personal selling, sales promotion, public relations) and other marketing communications. Topics include integrated marketing communications, communication theory, promotional planning, creation, execution and evaluation. Prerequisite: C or better in MKT 302.
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3.00 Credits
Fall or Spring. Role of advertising management in the marketing mix and advertising as component of integrated marketing communications. Topics include objective setting, market positioning, campaign strategy and tactics (creative and media), campaign effectiveness. Term project usually used. Prerequisite: C or better in MKT 408 or MKT 410.
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3.00 Credits
Fall, Spring. Explores the unique problems and issues that occur within service firms as they attempt to develop effective service marketing strategies and manage the service encounter. Topics include: internal marketing; service provider roles; service failure and recovery strategies; management of service quality; server provider management. Prerequisite: C or better in MKT 405 and MKT 300 or MKT 301.
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3.00 Credits
Fall, Spring. Explores the unique managerial problems and decisions that occur within a service encounter due to the interaction of people (provider and client) and their physical environment. Covers four basic areas of the elements of physical evidence: exterior, interior, support materials and people. Prerequisite: C or better in MKT 300 or MKT 301. Recommended: MKT 405.
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3.00 Credits
On demand. Application of research methods and techniques to solve marketing problems. Research design, implementation, interpretation of results, reporting. Topics include: advanced study of sampling; questionnaire design; data collection and retrieval; data analysis; presentation of results. Prerequisite: C or better in MKT 320.
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3.00 Credits
Fall, Spring. An exploration of the role of creative expression in marketing thought and practice. Topics include: individual and group creativity, the creative problem-solving process, creativity assessment, idea generation theory, the application of problem-solving frameworks to the development of creative marketing strategy. Prerequisite: C or better in MKT 300 or MKT 301.
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