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Course Criteria
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3.00 Credits
Introduces students to marketing as an integral component of an effective business strategy to build valuable business partnerships and profitable customer relationships. Topics covered include the marketing environment, managing market information, consumer behavior, market segmentation, branding strategy, product development, pricing, distribution, integrated marketing communication, and marketing ethics. Prerequisites: ENG 0102 required; COMM 0104 recommended.
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3.00 Credits
Applies the principles of marketing to the field of integrated marketing communications. Advertising is examined in terms of management, design, and media selection. Promotional tools, including trade and consumer promotions, personal selling, and public relations are also emphasized. The focus is on integrating various strategies to develop a comprehensive advertising and promotion campaign. Pre- or co-requisite: MRKT 1301 or ENTR 1302.
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3.00 Credits
Introduces students to the skills necessary to initiate, build, and maintain customer relationships through personal sales. Legal and ethical issues associated with professional selling are examined. Management principles are also applied to hiring, training, motivating, and compensating a sales team. Pre- or co-requisite: MRKT 1301 or ENTR 1302.
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3.00 Credits
Introduces students to the theoretical, practical, and ethical aspects of direct marketing. Topics covered in the course include mail order, telemarketing, Internet-based strategies, direct response advertising, measurability and accountability, lists, and database marketing. Theoretical approaches will be applied to the direct marketing process, including strategic promotion, traffic building, fund-raising, lead generation, and subscriptions. Prerequisite: MRKT 1301 or ENTR 1302.
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3.00 Credits
Students apply key concepts, analytic tools, and strategic approaches developed in previous marketing courses to successful marketing decision making. Specific problems associated with customer relationship management, advancement in technology, global marketing, and brand building are examined. Case study analysis is used extensively. Prerequisite: MRKT 1301 or ENTR 1302.
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3.00 Credits
Presents an overview of marketing research methodology, techniques, and issues. Survey design, data collection and analysis, interpretation of findings, and presentation of results are emphasized. Students make extensive use of Microsoft Excel for data analysis in this course. Prerequisites: MRKT 1301 or ENTR 1302; one of ECON 0204, MATH 0133, or PSY 0201 strongly recommended.
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3.00 Credits
Examines the fundamental areas of consumer decision making processes within the context of an overall marketing strategy. Macro sociocultural factors are examined along with a broad range of micro psychological influences on consumer behavior outcomes and choice. Consumer welfare, consumer research methodology, and marketing regulations are also discussed. Prerequisite: MRKT 1301 or ENTR 1302.
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3.00 Credits
This course examines the international application of fundamental marketing principles. This includes social and cultural dimensions, economic environments, as well as political and legal considerations. Other topics include approaching global markets, utilizing a global marketing mix, and executing global strategic leadership. Prerequisite: MRKT 1301 or ENTR 1302 or permission of instructor.
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3.00 Credits
This course offers students an opportunity to integrate classroom instruction with a practical supervised work experience. 540 documented hours required. Prerequisites: 75 earned credits and a 3.0 minimum GPA.
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1.00 - 3.00 Credits
Directed study in a specific area of marketing. Permission of the instructor is required.
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