|
|
|
|
|
|
|
|
|
|
Course Criteria
Add courses to your favorites to save, share, and find your best transfer school.
-
3.00 Credits
This is the core-marketing course for the LIU Undergraduate Program and it also appeals to nonbusiness- majors who are interested in marketing. The aim of the course is to provide a rigorous and comprehensive introduction to contemporary marketing practice. The participants learn how to analyze complex business situations, identify underlying problems and decide on courses of actions with the help of the modern marketing management techniques. The students learn the concepts and terminology of modern marketing management during lectures, cases and class discussions. Application of the marketing management concepts becomes the focus for the term project.
-
3.00 Credits
Consumer behavior is a field of study that aims to understand decision-making processes that consumers undertake when they identify the needs of, search for, evaluate, purchase, use, and dispose of products or services. Specifically, in the context of stimuli-response modeling framework, this course covers what sequences of decision-making processes that consumers go through, how individual differences in terms of social, cultural, economic, personal, and psychological factors affect their decision-making processes, and how consumers respond to marketing stimuli such as advertising campaigns or price discounts. The knowledge of consumer behavior is expected to help marketing managers develop more effective marketing plans. Prerequisite of MKT 11 is required.
-
3.00 Credits
This is a survey course emphasizing retail strategy, the evolution of retail institutions such as hypermarkets and the wheel of retailing, markups, atmospherics, location and distribution strategy, scrambled merchandising, market analysis and inventory control. Also, the creation of store image and consumer loyalty is studied. Prerequisite of MKT 11 is required.
-
3.00 Credits
This course presents a comprehensive review of internet-based marketing management process and some hot issues. Specifically, topics include an overview of some underlying topics such as nature of e-marketing, types of internet business models, characteristics of online customers, key features of e-marketing mix, and so on. In addition, some hot issues in recent e-business situation are also covered, e.g., web analytics, search engine marketing, social networking, and mobile & email marketing practices. Prerequisites of MKT 11 and 14 are required.
-
3.00 Credits
The importance of managing the creative selling function, including telemarketing, missionary sales, prospecting and qualifying prospects, territory management, role ambiguity, evaluation of sales performance and motivating a sales force is examined in this course. Prerequisite of MKT 11 is required.
-
3.00 Credits
The course focuses on promoting synergy of marketing communications practices and relationships with the customer. It emphasizes strategic planning and management of marketing communications. The program covers a variety of functional areas including advertising, public relations, direct response, sales promotion and event sponsorship, as well as basic principles of brand communication relationships and position strategies. Prerequisite of MKT 11 is required.
-
3.00 Credits
The course studies advertising strategy including positioning, institutional advertising, advocacy advertising, media selection and scheduling, agency relations, the role of the advertising manager, comparative advertising, the creative process, the use of testimonials, cooperative advertising, and the assessment of advertising effectiveness and consumer reactions. Prerequisite of MKT 11 is required.
-
3.00 Credits
Direct response sales is one of the fastest growing areas in the field of marketing. Methods of tapping this market constitute some of the most sophisticated techniques devised and are the cutting edge of information technology. This course will familiarize students with the entire range of direct response channels and the advertising strategies appropriate to each. Prerequisite of MKT 11 is required.
-
3.00 Credits
This course covers study of business-to business marketing, organizational buying behavior, decision-making units, buying center processes, OEMs, value added dealers, industrial segmentation, market concentration, SIC codes, derived demand, joint demand, straight/modify/new task purchases, make/buy/lease decisions and government marketing. Prerequisite of MKT 11 is required.
-
3.00 Credits
This course studies marketing research methods and designs, including survey methods, focus groups, depth interviews, observation and experimental approaches. Topics also include sampling techniques, interpretation of data, the use of consumer panels, mall intercepts and UPC scanning. Prerequisites MKT 11 and QAS 20 are required.
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Privacy Statement
|
Terms of Use
|
Institutional Membership Information
|
About AcademyOne
Copyright 2006 - 2024 AcademyOne, Inc.
|
|
|