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Course Criteria
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3.00 Credits
(Same as ENT 2410.) Examines the importance of building an effective sales function within the organization. Often disguised or dressed up with words like ?relationship manager,? ?account executive,? etc., the function is the center of most companies? revenue-generating ability. Key management issues such as selection, training, motivation, compensation, and evaluation of the sales process are studied. Both profit and non-profit organizations develop sales campaigns, outline territories and/or account responsibilities, and measure selling effectiveness.
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3.00 Credits
(Same as ENT 2415.) Focuses on starting, developing, and growing a retailing organization from both an entrepreneurial and professional managerial perspective. Students study the changing dynamics of retailing, demographic trends, the importance of retailing within the distribution network, the challenges faced by the growth of technology, the growth of global strategic alliances among retailers, and the regulatory environment that affects retail business.
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3.00 Credits
No course description available.
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3.00 Credits
Covers the role of the consumer in the marketing process. Consumer behavior has managerial, psychological, and personal implications. Studying consumer behavior enhances understanding of what strategies are likely to be effective, how people operate in the marketplace, and what sorts of social and cognitive mechanisms consumers bring to the purchase decision.
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3.00 Credits
No course description available.
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3.00 Credits
Explores the role of market research in organizations. Students engage in the development of a research design from problem formulation to analysis and submission of proposals. Research techniques such as experimental design, sampling, statistical analysis, and reporting are explored throughout the course using practical examples. Cases are also employed in the application of marketing research to a variety of marketing problems.
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3.00 Credits
(Same as ENT 2941.) Examines how money and marketing help drive the sports industry. Tracks the foundation of sports marketing and how companies leverage sports to achieve sales goals. Covers professional, collegiate, amateur sports, and sporting goods companies. Industry professionals highlight what they do and the role that marketing plays in their career.
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3.00 Credits
Presents the advertising process and examines the various stages in the development of an advertising plan. Reviews the functions of advertising, including account management, media planning and buying, copy writing, and art direction. In addition, examines the practice of advertising as affected by relevant behavioral science and management science theory and the decision-making process regarding advertising objectives, copy selection, media selection, and budget setting
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3.00 Credits
Examines the growing trend of firms to ?connect and retain? customers by maintaining continuous streams of communication and encouraging feedback. Fosters a better understanding of interactive communication in advertising, direct response, and sales promotion, and forms integrated promotional communication. Students develop creative and critical thinking skills necessary to participate in and contribute to the development of the interactive marketplace.
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3.00 Credits
Presents the importance and role of media planning within the ad agency. Changing demographics and media choices put a premium on the selection of the right medium to commit a firm's promotional budget. The growth of cable, the Internet, Direct TV, cell phone technology, etc., create a more fragmented marketplace for advertisers as they try to reach their prospective customers. In-depth overview of specific media channels (e.g., broadcast, radio, OOH/non-traditional, newspaper, magazine, online, direct mail), including terminology such as CPM, CPA, CPL, reach, frequency, gross rating points, etc. Students identify specific information needed to build a media plan.
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