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Course Criteria
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3.00 Credits
This course focuses on the many changes that are occurring in the advertising industry and how they influence advertising and promotional strategies and tactics.Designed from an integrated marketing communications perspective, this course emphasizes the importance of coordinating the various promotional mix elements with other marketing activities that communicate with a company's customers.Topics include advertising on traditional media such as television, radio, and magazines, and on non-traditional media such as the World Wide Web, media planning, direct marketing, public relations, sales promotions, and personal selling.(Prerequisites: MK 101, junior or senior standing) Three credits.
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3.00 Credits
This course examines the impact of the Internet on traditional methods of doing business and explores uses of the Internet for the marketing of goods, services, information, and ideas.The course pays particular attention to the impact of Internet technology on marketing strategy and practices, and relates Internet technology and e-business to established marketing concepts such as promotion, distribution/logistics, pricing, retailing, marketing research, consumer behavior, and many other product/service decisions.(Prerequisites: MK 101, junior or senior standing) Three credits.
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3.00 Credits
This course gives students an appreciation of the role marketing research plays in reducing the risks associated with marketing decisions.The course emphasizes developing the student's basic skills in conducting and evaluating marketing research projects.Topics include problem formulation, research design, data collection instruments, sampling and field operations, data analysis, and presentation of results.(Prerequisites: MK 101, a statistics course, and senior standing) Three credits.
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3.00 Credits
This course emphasizes the role of marketing and marketing management in different environments having an impact on the various marketing functions.In addition to a focus on marketing activities and their management, which are experienced in the domestic environment, the course emphasizes cultural, political, geographic, and other factors in different environments.The course focuses on international marketing by firms in other nations as well as American firms.(Prerequisites: MK 101, junior or senior standing) Three credits.
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3.00 Credits
This course provides a management focus and managerial framework to the discipline of distribution and channel management, emphasizing the design and management of marketing channels as a key strategic tool in satisfying the needs of the customers in the new millennium.The course integrates theory and practice, and applies them to the decision-making processes.The course also discusses the importance of the Internet as a marketing channel for the distribution of goods and services.(Prerequisites: MK 101, junior or senior standing) Three credits.
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3.00 Credits
This course examines the characteristics that differentiate industrial from consumer marketing.Topics include the nature of industrial demand; buyer characteristics; industrial market research; competitive bidding; selling of industrial products; sales and advertising strategies in marketing to business, government, and non-profit organizations; and practices and policies in the distribution of industrial goods.(Prerequisites: MK 101, junior or senior standing) Three credits.
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3.00 Credits
This course examines the basic processes involved in strategic media planning including budgeting, selecting media forms and media vehicles, media timing, and media audience measurement.Students understand the role of traditional and non-traditional media, as well as new media such as the Internet, as channels for communicating promotional messages to consumers.The course also covers varied media allocation models.(Prerequisites: MK 101, junior or senior standing) Three credits.
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3.00 Credits
This course facilitates the fundamental understanding of audiences: receiving information from them, advertising management of their attitudes and responses, helping to set policies that demonstrate responsible attention to them, and constantly evaluating the effectiveness of all public relationsprograms.This inclusive role integrates all activities associated with ascertaining and influencing the opinions of a group of people.The course pays increasing attention to the use of electronic technology for messages from fax machines to e-mail to specialized networks in cyberspace.(Prerequisites: MK 101, junior or senior standing) Three credits.
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3.00 Credits
This course focuses on one element in the marketing mix: the product.It examines such questions as how should a firm effectively and efficiently manage its current product line and develop potential new products.Consideration is also given to strategic planning.(Prerequisites: MK 101, junior or senior standing) Three credits.
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3.00 Credits
This seminar on current marketing issues familiarizes students with the latest issues, events, and problems in marketing.The subject matter for the course draws upon recent events in marketing and course materials are derived from current periodicals and cases.(Prerequisites: MK 101, junior or senior standing) Three credits.
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