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Course Criteria
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2.00 Credits
No course description available.
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3.00 Credits
No course description available.
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4.00 Credits
Understanding customer's wants and needs and how the Marketing function goes about developing products and services to meet those needs on a continuous basis and optimize customer satisfaction as an end result. A detailed analysis and knowledge with regard to the basic marketing functions and the various marketing functions performed by marketing intermediaries - manufacturers, retailers, wholesalers, agents and others in the channel of distribution. Evaluation and discussion on key marketing topics: pricing, branding, promotion, channels of distribution, new products and services development and the creation of advertising and sales promotion programs to create consumer awareness with regard to those products and services. Culminating in a basic fundamental understanding and working knowledge of the marketing function within the firm.
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4.00 Credits
This is a course that provides the student with an opportunity to focus on the practical application, in a real world business (profit or not-for-profit) environment of sound marketing principles and concepts. Students will be assigned to work with a local organization in terms of addressing a specific marketing opportunity or issue in the form of the development of a marketing plan for the organization. The typical marketing plan would include recommendations in the areas of: product, price, promotion and distribution, and overall marketing strategy. Student support in terms of problem analysis and marketing plan creation will be provided in the form of: case studies, guest speakers, and selected readings and lectures. Upon completion of the course, the student should be able to effectively develop and deploy a sound marketing plan.
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0.00 Credits
No course description available.
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4.00 Credits
No course description available.
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3.00 Credits
This course is our introduction to marketing. The viewpoint is that of a manager making marketing decisions in a variety of competitive and institutional settings. Considered are: consumer behavior, marketing research, product design, advertising, salesforce management, pricing and distribution channels.
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3.00 Credits
This course deals with the collection and use of data to support marketing decisions. The first part of the course teaches the student how to formulate the research problem, design the research and collect the data. Among the data-collection techniques discussed are: questionnaire design; telephone, mail and electronic surveys; and laboratory and field experiments. The second part of the course examines various techniques for analyzing data: cross-classification analysis, factor analysis, multidimensional scaling, conjoint analysis, etc. As part of the course requirements, teams of students design, administer, analyze and report on an actual marketing-research study.
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3.00 Credits
Pricing is one of the most important, least understood, and most controversial decisions a manager has to make. These decisions often have significant long-term implications for a firm's bottom line. The purpose of this course is to help future managers make good decisions by preparing them to analyze the environment in which their firm operates and to arrive at an appropriate pricing policy for their product or service. The objectives of the course are: 1) to develop an understanding of the relationship between a firm's environment and its optimal pricing strategy, and 2) to develop skills in applying this understanding. There are several components to the course: elasticity of demand and relevant costs, price discrimination and market segmentation, and competitive pricing. Students will learn the fundamentals of economic-value analysis and break-even analysis, and will be made familiar with strategies such as bundling, tie-in sales, quantity discounts, product-line pricing, and demand buildup.
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3.00 Credits
This course explores the tools available to marketers for the promotion of products and services. The integrated marketing communications philosophy is stressed, and principles of consumer behavior are discussed as the starting point for the analysis of promotion decisions. Advertising is the main focus of the class, and issues such as the setting of campaign objectives, segmentation and targeting, budgeting, media placement, message strategy, creative development, persuasion and measurement of advertising effectiveness are discussed. More specialized units consider Internet and global/cross-cultural advertising. Sales promotion techniques are also discussed, including consumer promotions (e.g., sampling, coupons, premiums, contests) and trade promotions (e.g., buying allowances, cooperative advertising). Other elements of promotion discussed include public relations, sponsorships and personal selling.
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