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  • MKT 360: Marketing Practicum

    3.00 Credits
    Lehigh University

    The marketing practicum combines formal class work on marketing problem formulation and business communications with an intensive internship or consulting engagement with a business. Students work with client firms to develop individual or team projects, which focus on marketing activities such as market research, strategy development, sales management, and promotion management. Upon completion of the project, students submit a written report and make a formal presentation to clients. Prerequisites: MKT 211 or MKT 111, MKT 311 and MKT 312.
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  • MKT 366: Marketing of Services

    3.00 Credits
    Lehigh University

    This course focuses on service quality issues and strategies from a customer-focused business perspective. The course gives students an appreciation of the challenges of marketing and managing services (whether in a manufacturing or service business) and develops strategies for addressing these challenges. The need for integration across functions to provide effective service is stressed. Illustrative topics include service quality gap analysis; services triangle analysis; 7 P's for services; service-profit chain; service encounter analysis; customer lifetime value analysis; new service development process; service quality dimensions; services guarantees; and demand/ capacity management. Prerequisite: MKT 211 or MKT 111.
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  • MKT 371: Directed Readings

    1.00 - 3.00 Credits
    Lehigh University

    Readings in various fields of marketing designed for the student who has a special interest in some field of marketing not covered in regularly scheduled courses. Prerequisite: consent of the department chair. May be repeated.
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  • MKT 372: Special Topics

    1.00 - 3.00 Credits
    Lehigh University

    Special problems and issues in marketing for which no regularly scheduled course work exists. When offered as group study or internship, coverage will vary according to the interests of the instructor and students. Prerequisite: consent of the department chair. May be repeated.
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  • MKT 373: Marketing Internship

    1.00 Credits
    Lehigh University

    Based on a student's work experience, a sponsoring faculty member shall direct readings, projects, and other assignments-including a "capstone report." It should bnoted that the work experience (at least 80 hours), by itself, is not the basis for academic credit. The faculty directed activity must be provided concurrent with the work. Course registration and related arrangements must be made in advance of the work engagement. This course must be taken Pass/Fail and cannot be used to satisfy marketing major requirements. Prerequisites: MKT 211 or MKT 111, declaration of a marketing major, junior standing, and department approval. May be repeated once.
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  • MKT 387: Marketing Strategy

    3.00 Credits
    Lehigh University

    The objective of this capstone course is to synthesize the marketing principles introduced in other marketing courses and thus provide students an integrative framework to marketing decision-making. Our review indicates that this integrative closure for the marketing coursework is a common practice at some of the better business schools. It will focus on how marketing strategy supports the overall corporate strategy. The course will emphasize that Marketing does not operate in vacuum. What is done in other functional areas will impact marketing strategy profoundly, and vice versa. The course will address traditional strategic issues such as identification of organizational strengths, weaknesses and environmental opportunities in the context of developing marketing strategies, but will also emphasize the importance of embracing a customer centric orientation throughout the organization. Incorporating a customer centric orientation is an essential component of marketing strategy today as it captures the dynamic and evolving nature of marketing. Every company employee is important to the marketing function, every employee contact with a customer is a form of marketing communication, the increasing number of customer- initiated contacts with the firm are as important as firm-initiated contacts, and customer relationships now take precedence over sales transactions. Specific emphasis will be placed on applying theoretical principles in realistic scenarios by means of case studies of how marketing strategy is impacted by the overall corporate strategy and other functional strategies. Student performance will be evaluated by his/her ability to prepare and present case analyses. Prerequisite: MKT 311, 312 and senior standing.
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  • MLL 006: Globalization and Cultures

    3.00 Credits
    Lehigh University

    This course is a reflection on the processes of globalization and their consequences, both good and bad, on the world's societies and on our concepts of culture and identity. It provides a multidisciplinary examination of what cultures gain and lose from their interaction with the rest of the world and what it means to be a citizen of a globalized yet diverse world. (HU/GC)
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  • MLL 023: Lehigh in Russia MLL 027.Russian Classics

    1.00 - 8.00 Credits
    Lehigh University

    Lehigh in Russia MLL 027.Russian Classics
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  • MLL 027: Russian Classics

    4.00 Credits
    Lehigh University

    Russian classics in translation. May be repeated for credit. (HU)
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  • MLL 051: Contemporary Hispanic-American Literature

    4.00 Credits
    Lehigh University

    Reading and discussion of distinguished Latin American writers: Borges, García Márquez, Cortázar, and VargaLlosa. (HU)
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