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52:630:201
Principles of Marketing (3)
An introduction to the activities involving the exchange of goods, services, and ideas for the satisfaction of human wants. Marketing examined as it relates to the other functions of the organization, to consumers, and to society.
Prerequisites: 52:010:101; 50:198:110; 50:220:105,106; 50:350:101,102; 50:960:283.
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52:630:353
Advertising and Promotion Management (3)
Reviews theoretical basis of persuasion. Within the context of
integrated marketing communications, emphasis on issues associated with
planning and executing effective integrated advertising, sales
promotion, publicity, and personal selling programs. Addresses
marketing communication tools, including online communication,
ecommerce communication opportunities, and traditional marketing
communications media.
(Formerly Integrated Marketing Communications) Prerequisite: 52:630:201.
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52:630:355
Persuasion, Sales, and Negotiation (3)
Review of human motivation and persuasion and their application to sales and negotiations.
Prerequisite: 52:630:201.
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52:630:365
Pricing Strategies (3)
Costs, competition, and the customer's needs in price-setting
considerations. Integration of these and other factors for
developing profit-maximizing pricing strategies. Particular
attention given to the determinants, measurement, and prediction of
customer price sensitivity.
Prerequisite: 52:630:201.
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52:630:368
Retailing and Ecommerce (3)
A comprehensive view of retailing and an application of
marketing concepts in a practical retail managerial environment.
Analysis of current multichannel retail strategies among
bricks-and-mortar and web-based firms. Topics include the development
of a retail format and its strategy; the analysis of a target market;
demographic analysis using census data, site selection, retail
personnel issues, retail and category management. Buying, financial
analysis, and pricing will also be investigated. Cases will examine
current-day changes among prominent retailers, and web site content
will be analyzed from the perspective of the retailer-customer
interface.
(Formerly Retailing and Electronic Commerce) Prerequisites: 52:010:202, 52:630:201.
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52:630:370
Business-to-Business Marketing (3)
Topics include role of just-in-time systems, international aspects, sales strategies, and the management of technology.
Prerequisite: 52:630:201.
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52:630:371
International Marketing (3)
The identification of similarities and differences in marketing systems across nations. Emphasis on cultural, legal, political, and ethical issues affecting marketing strategies. A critical analysis of adaptation and standardization decisions regarding the marketing mix, especially as they are affected by level of economic development.
Prerequisite: 52:630:201.
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52:630:374
Consumer Analysis (3)
Study of the consumer decision-making process and the impact of relevant psychological, sociological, and cultural variables. Attention to recent research regarding psychological and contextual determinants of buying and consumer behaviors. Implications for positioning and communication strategy as well as public policy and consumer protection.
Prerequisite: 52:630:201.
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52:630:385
Marketing Research (3)
Study of how organizations collect and use information about consumers, competitors, and the environment. Topics include information system needs for marketing decision making; exploratory, descriptive, and experimental research designs; data collection methods; and analysis techniques for describing research results. Special emphasis given to the effects of new technology on understanding consumer behavior. A major research project required.
Prerequisites: 52:630:201, 50:960:284.
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52:630:387
Database Marketing (3)
Emphasizes analytical approaches to customer relationship management
including customer acquisition, customer development, and customer
retention. Review of statistical concepts with extensive use of
the software package SPSS. Students acquire the skills necessary
to construct various types of predictive models using customer
databases. Includes a comparison of traditional RFM
(recency/frequency/monetary) versus other more advanced approaches such
as decision trees and logical regression, in maximizing the
profitability of marketing campaigns.
Prerequisite: 52:630:201.
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52:630:403
Strategic Marketing Planning (3)
A top management perspective on the overall marketing task, including planning, organizing, controlling, and integrating all the activities of the marketing department. Integration of marketing with other operations of the business unit. Major strategic problems and current trends identified and analyzed.
Prerequisites: 52:010:202, 52:630:201.
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52:630:487
Independent Study in Marketing (BA)
Individual study under the supervision of the marketing faculty,
usually on a specified project or paper, to deepen and broaden the
student's professional horizon and enrich the educational experience.
Prerequisites: 52:630:201, accepted business major or minor, and permission of instructor.
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52:630:491,492
Special Topics in Marketing (3,3)
Designed to integrate course materials, introduce newer philosophies
and techniques in marketing, and apply them to selected problems.
Extensive readings and research reports required. Topics vary from term
to term, including topics such as services marketing, Internet
marketing, and nonprofit marketing.
Prerequisites: 52:630:201 and permission of instructor.
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52:630:495
Honors Thesis in Marketing (3,3)
Individual research project.
Prerequisite: Permission of instructor.
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52:630:497
Marketing Internship (BA)
Completion of an approved internship in a marketing organization. Arrangements for the internship must be agreed upon by the sponsoring organization before the beginning of the term. Students should consult the director of advising for detailed instructions before registering for this course.
Prerequisites: Cumulative grade-point average of 3.0; permission of internship director.
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