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Course Criteria
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3.00 Credits
Introduces the fundamental principles of marketing management: analyzing market opportunities, segmenting markets, selecting target markets, and positioning; and developing and managing the marketing mix (product, price, distribution, and promotion) within the context of the marketing environment (customers, competitors, and the external environment). Prerequisites: MEC 290 and Math 127 or higher level of calculus.
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3.00 Credits
Explores the fundamental factors that are critical to the success of most retailers: merchandising; store design and display; personal selling; advertising and promotion; pricing; and location. The class studies a wide variety of retailers-department stores, specialty stores, wholesale clubs, direct marketers, franchisers, food retailers, discounters, and others. Through case methodology, the class studies the role that managers play in problem solving and development of strategies. Topics include: positioning for success; retailing organizations; retail economics; pricing strategy; and entrepreneurial retailing. Prerequisite: Mkt 370.
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3.00 Credits
Psychological, sociological, and social psychological principles as they apply to consumer response to product offerings, media communications, personal influence, and other environmental factors. Consumer buying behavior is analyzed from theoretical, empirical, and applied perspectives. Current applications of concepts employed by marketers are discussed in the context of both consumer and industrial marketing situations. Prerequisite: Mkt 370.
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3.00 Credits
The environment of pricing decisions and common analytical techniques used by firms in making pricing decisions are studied. Critical-thinking skills and problem-solving skills emphasized. Topics include: market structure analysis, contribution analysis, product life cycles, product line decisions, pricing in marketing channels, and transfer pricing. Prerequisites: Mkt 370, QBA 120 and 121 or concurrent enrollment in QBA 121.
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3.00 Credits
The four P's of marketing are product, place, price, and promotion. Using these decision variables, firms seek to maximize profits. Making these decisions requires market information. Marketing research is the process of actively collecting, assimilating, and analyzing market information to support management decision making. Teaches the nuts and bolts of market research. Prerequisites: Mkt 370, QBA 120 and QBA 121 or concurrent enrollment in QBA 121.
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3.00 Credits
Focuses on current important issues facing retailers. Students form four- to six-person teams to identify a relevant topic, to outline a project proposal identifying its scope and methodology, and to present both a written and oral presentation of their findings and recommendations. Course relies on cases, company and industry data, and field trips. Prerequisite: Mkt 373.
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3.00 Credits
Addresses three fundamental decisions confronting a company whose operations extend beyond the domestic market: (1) choosing which foreign markets to penetrate; (2) determining the mode of market entry; and (3) devising the international marketing plan. Topics include: global marketing planning; environmental and cultural influences on international marketing decisions; organizational and control issues in international marketing decisions; global marketing intelligence; foreign risk and feasibility studies; and issues of ethics in other countries. Prerequisite: Mkt 370.
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3.00 Credits
The complete process of new product/service development and management is studied by examining the approaches to analyzing competitive position and identifying new product/service opportunities; the generation and screening of potential new product/service ideas; concept testing and product/service design tools; pre-test and test marketing; and post-launch management. Potential marketing and product managers, marketing research analysts, consultants, and entrepreneurs will find this hands-on, application-oriented course to be of value in their future careers. Prerequisite: concurrent enrollment in Mkt 473.
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3.00 Credits
Focus is on the role of marketing strategy in the success of the firm and on the formulation of successful marketing strategy. Prerequisites: Mkt 370, Mkt 473, two additional marketing courses or completion of Mkt 473, one additional marketing elective and concurrent enrollment in a third marketing course.
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3.00 Credits
Focuses is on an Integrated Marketing Communications approach to advertising and other forms of commercial communications. The purpose is to provide future managers and practitioners with a foundation in communications theory, based on understanding the target's role in the demand chain for goods and services, as well as hands-on experience in developing marketing communications plans. A practical understanding is provided of each of the range of marketing communications vehicles: consumer and business-to-business advertising, sales promotion/incentives, direct marketing, public relations, events and sponsorships, as well as online/interactive communications. Copy strategy, creative development, media planning, promotion strategy, and the evaluation of these programs are all addressed in this course. Industry experts give guest lectures. We have four companies in different industry sectors for which the class develops marketing communications plans during the course. Prerequisite: Mkt 370.
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