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Course Criteria
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3.00 Credits
3 hours; 3 credits The world environment of business enterprise; foreign trade and investment problems, patterns, and opportunities; the performance of business functions in an international context; and basic terminology of international business.
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3.00 Credits
3 hours; 3 credits This course is designed to provide a comprehensive under - standing of the promotional tools available to marketers for the development and implementation of optimal promotional strategies. Emphasis is placed on the respective roles of individual promotional techniques and how they are integrated to achieve the organization's marketing objectives. (Students may not receive credit for both MKT 3520 and 3100.) Pre- or corequisite: MKT 3000.
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3.00 Credits
3 hours; 3 credits Training in the basic techniques of research in marketing, including problems definition, research design, questionnaire construction, sampling, data collection and analysis, and report preparation. The student will design and will analyze cases based on real-world business problems and provide a written report for each. Pre- or corequisites: MKT 3000 and STA 2000.
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3.00 Credits
3 hours; 3 credits This is an interdisciplinary course that examines the various aspects of consumer buying behavior. Such fields as economics, psychology, social psychology, sociology, and cultural anthropology are studied with reference to purchase decision criteria, consumer motivation, and attitude change. The course focuses on the implications of social science concepts for marketing strategy. Pre- or corequisite: MKT 3000.
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3.00 Credits
3 hours; 3 credits This course examines the development of effective media strategy for advertising and other areas of marketing communication. Each of the major media channels for promotion are covered in depth. Students develop their own media plans and conduct a variety of computer-assisted quantitative analyses to assess competitive spending, set objectives, and evaluate the audience delivery of alternative media schedules. Prerequisite: MKT 3000. Pre- or corequisite: MKT 3520.
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3.00 Credits
3 hours; 3 credits A workshop designed to develop the student's skills in preparing effective copy for advertising and other kinds of promotions. The course includes basic copywriting techniques, copy themes, organization of ideas, and effective choice of words. The interdependence of copy and layout design are emphasized so that students may develop the sound judgment and creative skills needed to become professional copywriters and/or evaluate copy written by others. Pre- or corequisites: MKT 3000 and 3520.
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3.00 Credits
3 hours; 3 credits This course examines in depth the specialized areas of knowledge relating to direct mail and other direct response media. It stresses the creation, production, and testing of direct response advertising and gives the student practical experience in the development of a complete direct mail and direct response media campaign and in the preparation of mail order catalogues. Pre- or corequisites: MKT 3000 and 3520.
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3.00 Credits
3 hours; 3 credits This is a survey course examining the essentials of database marketing practices. The course provides a review of the best practices of the major components and covers database marketing strategy development and management. In particular, it focuses on how to manage the creative process of developing the marketing messages to consumer markets and business markets using database-driven interactive media. Prerequisite: MKT 4151 or department permission.
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3.00 Credits
3 hours; 3 credits Terminology, documentation, and regulation (domestic, foreign, and consular) pertaining to the physical flow of foreign-bound merchandise (imports and exports); its government-agency clearing, financing, and insurance; sources of foreign credit information; credit terms abroad; credit checking; and foreign-trade financing. Pre- or corequisite: MKT 3400.
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3.00 Credits
3 hours; 3 credits The course provides a framework for students to develop and manage marketing strategies for international markets. It covers a wide range of topics such as analyzing different country environments, international competition, multinational market segmentation, the development of inter national strategy, and its coordination and integration. Prerequisite: MKT 3400. Pre- or corequisite: MKT 3600.
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