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  • MKT 311: Consumer Behavior

    3.00 Credits
    Lehigh University

    This course focuses on the theory and tools necessary to analyze and understand consumer buyers and business buyers, as well as other organizational and governmental buyers, in the context of the global information age. The topics covered include, but are not limited to, diffusion of innovations; market segmentation and product positioning; the multiattribute model and the theory of reasoned action; group and individual decision making processes of buyers; and buyer conditioning and learning processes. Throughout the course, the relevance of the covered theory and tools will be illustrated by using cutting edge examples of what businesses and consumers are doing today. At the end of this class, students will be able to demonstrate an understanding of the theories and tools of buyer behavior. In addition, they will be able to analyze buyers and develop appropriate marketing strategies. The achievement of course objectives will be measured through the use of examinations, as well as a variety of application level tools, including in-class projects, case analyses, and a term project. Prerequisite: MKT 111 or MKT 211.
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  • MKT 312: Marketing Research

    3.00 Credits
    Lehigh University

    The objective of this course is to offer a managerial approach toward conducting and using research for marketing decisions. The focus will be on the relevance and usefulness of systematic research for decision making, the process and steps involved in conducting effective marketing research, analysis and interpretation of the information for decision making, and the presentation of research results to help managers arrive at sound marketing decisions. Particular emphasis will be placed on the context of technological advances in the collection, dissemination, and use of marketing information, the applicability of marketing research principles for a wide variety of organizations and individuals in the global context, and ethical issues involved in marketing research. At the end of this course, students will have an understanding of the costs and benefits of marketing research, be able to conduct marketing research using a systematic set of procedures, know how to develop research instruments such as questionnaires, have the knowledge to analyze the data, and present the conclusions to other managers. In addition to periodic testing of their knowledge of marketing research by means of examinations (multiple choice, short essay questions, and hands-on problems), the course will involve a marketing research project from problem formulation to presentation of findings. Prerequisites: ECO 145 and MKT 111 or MKT 211.
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  • MKT 313: Integrated Marketing Communications

    3.00 Credits
    Lehigh University

    This course focuses on the wide range of areas included in marketing communications and the tools and techniques needed to create an integrated approach. Students are introduced to the broad spectrum of communication messages and the sources that produce them, and then showed how they can be used for maximum efficiency through a coordinated planning process. Lectures and assignments develop an understanding for the factors found in all integrated marketing communications plans, their interactions, strengths and weaknesses, and their effect on the overall marketing message. The course concludes with the students creating and presenting an integrated marketing communications plan and its supporting tactics. Prerequisite: MKT 211 or MKT 111.
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  • MKT 319: Development and Marketing of New Products

    3.00 Credits
    Lehigh University

    This course adopts the marketing philosophy that new products and services will be profitable if the extended product provides customers with highly valued benefits. The goal is to help students learn how to use state-ofthe- art management techniques to identify markets, develop new product ideas, measure customer benefits, and design profitable new products. The course provides techniques to interface the marketing function with the functions of R&D, design engineering, and manufacturing. Prerequisite: MKT 211 or MKT 111.
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  • MKT 320: Global Marketing

    3.00 Credits
    Lehigh University

    This course focuses on understanding the process of globalization and its impact on the firm's marketing activities. Whether an organization operates in the domestic market or in the global market place, it cannot ignore competitive pressures and market opportunities at the global level. This course will focus on topics such as the changes in global environment (e.g., financial, cultural, political, and legal) and their impact on marketing activities, development of global marketing strategies based on sound marketing research (e.g., global segmentation and positioning, global market entry strategies, developing products for the global market place, pricing, communication, and distribution strategies, and so on), and the role of technology in global marketing strategies. Prerequisite: MKT 211 or MKT 111.
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  • MKT 321: Business-to-Business Marketing

    3.00 Credits
    Lehigh University

    This course introduces students to the elements necessary to market a product, service, idea, event, organization, place, information, property, experience, or personality to another business. Students develop the knowledge and thinking skills needed to create, develop, and present a complete, integrated Business-To-Business (B2B) marketing plan. Lecture and assignments focus on B2B marketing, a process that begins with researching the relevant marketplace to understand its dynamics. Students learn how to identify opportunities to meet existing needs, segment the market, and select those segments that a company can satisfy in a superior way. In addition, students learn how to formulate a broad strategy, refine it into a detailed marketing mix and action plan, carry out the plan, evaluate the results, and make further improvements. Prerequisite: MKT 211 or MKT 111.
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  • MKT 325: Quantitative Marketing Analysis

    3.00 Credits
    Lehigh University

    Explores economics and management science approaches to improve marketing decision making and marketing interactions in such areas as strategic marketing, e-marketing, advertising, pricing, sales force management, sales promotions, new products, and direct marketing. The development, implementation, and use of quantitative models are emphasized. Cases are used to illustrate how these models can be applied. Students have the opportunity to learn how to use and evaluate models through spreadsheet-based assignments. Prerequisites: MKT 211 or MKT 111, ECO 145, ECO 105 or ECO 146, and MATH 21, 31, 51.
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  • MKT 331: Electronic Commerce

    3.00 Credits
    Lehigh University

    This course covers how businesses and consumers use the Internet to exchange information and complete transactions. Both theoretical concepts and practical skills will be addressed within the scope of the class. Topics include advertising and marketing, ecommerce business and revenue models, online consumer behavior, web site design issues, Internet security, electronic payments, infrastructure issues, privacy issues, and overall electronic commerce strategy. Students will get hands-on experience designing ecommerce web-sites using web authoring software. Prerequisites: BIS 111. MKT 211 or MKT 111, or consent of the instructor.
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  • MKT 332: Sales Management

    3.00 Credits
    Lehigh University

    This course is an integrative approach to sales management including formulation of strategically sound sales programs, implementation of sales programs, and evaluation and control of the organization's sales activities. Illustrative topics include the role of the sales manager in the divergent demands of multiple constituencies; the development of effective sales organizations; salesperson's motivations and the development of flexible motivational plans; the variety of financial and non-financial rewards used by sales managers; forecasting sales costs and evaluating performance by person, territory, customer, market, and industry; and coordination of the sales activities with other elements in a firm's marketing program. Prerequisite: MKT 211 or MKT 111.
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  • MKT 348: Management of Marketing Channels

    3.00 Credits
    Lehigh University

    This course focuses on the design, elements, and management of marketing channels. For our purposes, a marketing channel is viewed as an interdependent, interorganizational system involved in the task of making goods, services, and concepts available for consumption. The main emphasis of this course is on the initial design of such systems and the on-going management of relationships between system participants. Economic, social, and structural aspects of channels will be analyzed. Illustrative topics include how channel systems should be formed; an investigation of a variety of channel intermediaries, including franchise systems, distributors, retailers, intermediary "market makers," and gray channels;the role of technology in channel relationships; the interpersonal dimensions of channel relationship management such as conflict management, minority issues, and ethics; and sales-force management, including selection, motivation, and compensation. Prerequisite: MKT 211 or MKT 111.
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