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Course Criteria
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3.00 Credits
The theory, policy and practice of International trade including the strategic and tactical implications applied to cross-national differences in cultures, social processes, political processes, and economic systems. An emphasis is placed on approaches to initiating and expanding international trade and the challenges of managing crossnational and multinational marketing programs. Pre-requisite: MK 301.
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3.00 Credits
Practical issues in retailing and the application of retailing theory to the management and administration of retail organization are studied. Some of these issues include market segmentation of retail customers, retail strategy, types of retail outlets, store atmospherics, design and layout, store location, consumer retail shopping behavior, customer relationship management, Yield management, merchandise planning and management, marketing communications, customer service and budgeting. Pre-requisites: MK 301.
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3.00 Credits
This course addresses the various theories of sales and selling, opportunities in personnel selling. The course examines the traditional tasks of prospecting, lead generation, pre-approach, approach, presentation, handling objections and closing techniques, account management, and time management. The course explores the principles of sales force management including sales force planning, job qualifications, compensation systems, recruitment, selection, training, motivation, quotas, organization of the sales force, matching to customers, linking sales efforts to organizational goals, and accountability. Pre-requisite: MK 301.
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3.00 Credits
The study and application of the communications elements including advertising, public relations, personal selling, sales promotions, and direct and internet communications, and techniques of coordinating communication mix elements, developing marketing communication plans, media planning, communications budgets, and accountability. Pre-requisite: MK 301.
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3.00 Credits
No course description available.
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3.00 Credits
The course covers an application of marketing functions using strategic planning techniques to affect market change. It includes a SWOT analysis and the development of a marketing plan. This course generally involves a major project. Pre-requisites: MK 301, Senior standing.
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3.00 Credits
Consumer Behavior analyzes and studies the decision processes and acts of people involved in buying and using products including: why consumers make the purchases that they make, what factors influence consumer purchases, the changing factors in our society. A firm needs to analyze buying behavior for: Buyers reactions to a firms marketing strategy has a great impact on the firms success. The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy. Marketers can better predict how consumers will respond to marketing strategies. Pre-requisite: MK 301.
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3.00 Credits
This course includes the study of basic research methods and techniques and their applications to marketing situation and issues. They include the acquisition and use of primary and secondary data, the primary research techniques of participant and nonparticipant observation, field and laboratory experiments, structured and unstructured interviews, questionnaires, sampling, and basic statistical data analysis, and research report writing and presentations. Pre-requisite: MK 301.
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3.00 Credits
No course description available.
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3.00 Credits
An introduction to marketing techniques and strategy designed to give a basic understanding of marketing concepts, principles and operations including macromarketing, societal marketing, marketing ethics, the marketing concept and orientation, marketing environments, marketing strategy, the elements of the marketing mix, and international issues. Special emphasis is given to applying marketing concepts and principles to the analysis of the real world business environments and situations through the use of current cases studies in which core concepts and principles are applied in group discussion and individual reports.
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