Marketing

Marketing Program

General Education Program: Credits 38

  • Curriculum Area 1: Arts and Humanities (6 credits)
  • Curriculum Area 2: Social and Behavioral Sciences (6 credits)
  • Curriculum Area 3: Biological and Physical Sciences (7 credits)
  • Curriculum Area 4: Mathematics (3 credits)
  • Curriculum Area 5: English Composition (9 credits)
  • Curriculum Area 6: Institution-Specific Courses (7 credits)

Foundation Knowledge: Credits 43

  • ACCT 201 Introductory Financial Accounting (Credit: 3)
  • ACCT 202 Introductory Corporate & Managerial Accounting/Hybrid (Credit: 3)
  • BUAD 200 Business Ethics (Credit: 3)
  • BUAD 222 Principles of the Scientific Method in Business (Credit: 3)
  • BUAD 233 Business Communications (Credit: 3)
  • BUAD 242 The Legal Environment for Business (Credit: 3)
  • BUAD 252 Calculus with Business and Management Applications (Credit: 3)
  • BUAD 253 Business Statistics I (Credit: 3)
  • BUAD 302 Management and Organizational Behavior (Credit: 3)
  • BUAD 354 Business Statistics II (Credit: 3)
  • BUAD 495 Strategic Management (Credit: 3)
  • BUED 101 Sophomore Professional Development (Credit: 0.5)
  • BUED 102 Junior Professional Development (Credit: 0.5)
  • FINA 101 Financial Literacy (Credit: 3)
  • FINA 340 Financial Management (Credit: 3)
  • MKTG 308 Principles of Marketing (Credit: 3)

Major Requirements: Credits 21

  • BUAD 305 Business Analytics (Credit: 3)
  • BUAD 422 Principles of Supply Chain Management (Credit: 3)
  • BUAD 420 International Business (Credit: 3)
  • MKTG 401 Advertising Management (Credit: 3)
  • MKTG 404 Consumer Behavior and Theory (Credit: 3)
  • MKTG 410 Marketing Strategy and Policy (Credit: 3)
  • MKTG 421 International Marketing (Credit: 3)

Major Electives: Credits 18

  • Six courses in any MKGT 300 or 400 level course for which the student has the required prerequisites.

Marketing Courses

MKTG  200 – FUNDAMENTALS OF MARKETING (3 crs.)

This course exposes students to the fundamental concepts of marketing: product, price, promotion, place and people with special emphasis on new ventures. Prerequisites: None

MKTG 308 Principles of Marketing (3 crs.)

The focus is on introducing the nature and fundamentals of marketing activities in the modern industrial economy. This course deals with the analysis of the socio-economic and psychological factors, influencing consumer behavior, market measurement and forecasting methods, development of marketing programs in the areas of product-line, price, promotion and channels of distribution, procedures for planning and controlling marketing operations and the legal aspects of marketing. Prerequisites: ECON 201, ECON 202, ACCT 202 and Junior standing. (Fashion Merchandising Majors only. ECON 202 and permission of the respective Department Chairs).

MKTG 311 – CREATIVE MARKETING CONTENT (3 crs.)

In this course students will learn to use creative ideas to enhance copywriting, storytelling and visualizing to create marketing content for digital and traditional media. Designing content for digital ebooks, newspapers and magazines using desktop software packages will be covered. Advanced writing skills such as writing for a blog, writing for social media, responding to customer comments and writing headlines for promotional copy will be covered. Creating content for SEO (search engine optimization), videos, radio commercials and digital media to market brands to target consumers will be developed. How to create content for digital destinations such as Instagram, Pinterest and social media will be covered. A marketing plan based on using creative content in marketing to acquire and retain customers will be completed. Prerequisites: MKTG 308.

MKTG 312 Sales Management (3 crs.)

The course involves a study of the techniques and policies in the administration of the sales organization with respect to the market strategies. Managerial functions, such as selecting, training, compensating, and supervising field sales personnel, are also dealt with. The course also includes planning, implementing, and coordinating the sales program with the total marketing effort of the firm. Prerequisite: MKTG 308.

MKTG  313 – MARKETING SOFTWARE APPLICATIONS (3 crs.)

In this course students will learn to use software packages such as Tableau visualization software and data visualization solutions, visual editing and design tools, database software, SPPS, Google Marketing Platform and CRM (customer relationship software) as well as advanced Microsoft Office Suite. The software programs are applied to improve marketing presentations and solutions. Hands on training is provided. Prerequisites: MKTG 308

MKTG 314 Retail Management (3 crs.)

The course involves a study of retailing as a marketing institution from the standpoint of management. Topics covered include the store location, layout and facilities, policy formulation in the areas of buying, merchandising, pricing, inventory planning and controlling, sales promotion, customer service, and general management problems. Prerequisite: MKTG 308.

MKTG  315 – DIGITAL MARKETING (3 crs.)

This course is designed to familiarize students with the emergence and importance of electronic commerce. The course examines the exchange of business information, products, services and payments over the Internet and World Wide Web. Students will understand the field of electronic commerce and basic vocabulary, as well as learn the skills to develop electronic commerce applications(on the web). Prerequisite: MKTG 308.

MKTG 401 Advertising Management (3 crs.)

Emphasis is on an analysis of advertising problems from the points of view of the general administrator and marketing manager. The major topics covered are determining the role of advertising in an organization’s total set of strategies, coordinating and integrating advertising with the total marketing effort, developing of appropriate copy, media selection, client-agency relationships, and available techniques to measure the effectiveness of advertising expenditures. Prerequisite: MKTG 308

MKTG 404 Consumer Behavior and Theory (3 crs.)

This course examines motivation, cognition, and learning of preferences and tastes from the interdisciplinary perspective of the social sciences. Dynamics of consumer demand and behavior are emphasized. Prerequisite: MKTG 308.

MKTG 406 Purchasing Management (3 crs.)

The course involves a study of the problems in industrial, institutional, and government purchasing, such as the purchasing of raw material, supplies, and equipment. Procedures for procurement, value analysis, quality control, and inventory control are covered. Factors in determining suitability of product, preparation of specifications, and legal aspects are also dealt with. Prerequisite: MKTG 308.

MKTG 409 Marketing Research (3 crs.)

The focus is on the process of acquiring, classifying and interpreting primary and secondary marketing data at the macro and micro level needed for profitable marketing decisions. Skills in evaluating the appropriateness of inductive, deductive, survey, observational, and experimental methodologies are developed. Recent developments in the systematic recording and use of internal and external data needed for marketing decisions are evaluated. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield valuable marketing information. The course also examines the proper use of statistical applications such as time series analysis as well as qualitative methods, with an emphasis on the interpretation and use of results. Prerequisite: MKTG 308

MKTG  410 – MARKETING STRATEGY AND POLICY (3 crs.)

This course emphasizes the managerial aspects of mar¬keting and distribution problems. The course specifi¬cally deals with the factors affecting consumer demand, methods of satisfying it, the structure of the market, marketing methods, and the problems of various agen¬cies, competitive practices, and management of the selling activities of a business, including distribution policies, pricing, and organizing and plan¬ning of market operations. Prerequisite: MKTG 308.

MKTG 421 International Marketing (3 crs.)

The focus is on company survival and growth in developed and emerging markets. This course examines the challenge of entering and operating effectively in foreign markets. Decisions must be made regarding international marketing objectives, strategies and policies, foreign market selection and entry, adaptation and customization of products, distribution channel design and communication programs to fit each foreign market. International marketing organization, international marketing research, planning and control are discussed. Student projects will explore and demonstrate understanding of cultural and language issues through readings, case discussion, class presentations and a term project. Techniques for communicating and marketing products and services in a specific country that accommodate cultural differences are emphasized. Prerequisite: MKTG 308.

MKTG 498 Independent Study in Marketing (3 crs.)

The hours for this course are by arrangement with designated or individual faculty. Under the guidance of the faculty member, students conduct an intensive investigation of a topic within the field of marketing. A written proposal is required for approval. Projects typically include library research, interviews with operating and/or staff managers, and other requirements appropriate to the topic. One of the products of this project is a report. Prerequisites: BUAD 302 and consent of instructor.