Marketing 630 The marketing major consists of the business core curriculum (31 credits) and electives (21 credits). Three of the courses are required-33:630:374 Consumer Behavior, 33:630:385 Marketing Research, and 33:630:452 Marketing Strategy. For other required courses, see the Major Requirements chapter. |
33:630:301Introduction to Marketing (3) Extensive overview of marketing-the process of creating goods and services in response to consumer wants and needs. Study of the marketing function in business firms and nonprofit organizations. Consumer behavior, marketing research, industrial marketing, pricing, channels of distribution, and promotion. Prerequisites: 33:010:272; 01:198:170; 01:220:102, 103; 01:640:135; 01:960:285. |
33:630:351Selling and Sales Promotion (3) Analysis of sales strategy and methods; development of the sales plan; coordination of personal selling and sales promotion. Prerequisite: 33:630:301. |
33:630:363Introduction to Advertising (3) Advertising viewed as a promotional function in the context of marketing objectives. The history and economic significance of advertising; its social importance and relation to business organization; study of advertising functions. Prerequisite: 33:630:301. |
33:630:368Retail Marketing (3) Channels of distribution approach to the retailing function. The changing character of retail competition; relations between manufacturers and middlemen; procedures and problems of retail management. Emphasis on the smaller entrepreneur as well as the large retail organization. Case studies, field projects. Prerequisite: 33:630:301. |
33:630:369New Product Planning (3) Study of the functions, concepts, and decisions required in the introduction, maintenance, and deletion of products. Special attention given to the areas of new-product need, new-product development, and product planning and strategy. Prerequisite: 33:630:301. |
33:630:370Business-to-Business Marketing (3) Analysis of industrial marketing planning and activities; the management of distribution channels, costs, and policy development. Prerequisite: 33:630:301. |
33:630:371International Marketing (3) Analysis of economic, social, and political environments influencing international markets; comparative studies of global buying behavior, international marketing strategy, and operations. Prerequisite: 33:630:301. |
33:630:372Services Marketing (3) Addressses the challenge of marketing services and managing the service component of product/services combinations. Issues covered include service design, quality definition, satisfaction measurement, performance guarantees, and internal and external marketing planning and execution. Prerequisite: 33:630:301. |
33:630:374Consumer Behavior (3) Explores the roots of buyer behavior from a managerial perspective, drawing on the disciplines of psychology, sociology, and anthropology. Development of sound marketing strategy. Topics include perception, learning, communication, cognition, memory, motivation, and attitudes of consumers. Prerequisite: 33:630:301. |
33:630:385Marketing Research (3) Techniques of marketing research and the role of the marketing research department in a business structure. Emphasizes the use of analytical techniques in the design and conduct of marketing research. Problem formulation; collecting and organizing respondent data; evaluation and use of research findings. Prerequisites: 33:623:385, 33:630:301. |
33:630:401Sales Management: The Sales Process (3) Problems, policies, and functions of sales management as the vital link between selling and marketing. Role of the sales manager in the development of a successful sales force. Topics include territory and market analysis, compensation, sales planning, and control. Prerequisite: 33:630:301. |
33:630:428Marketing and Society (3) Social issues that influence marketing activities; social responsibilities of marketing management; consumerism; marketing and urban redevelopment; marketing ethics; political action and reaction; legal aspects of marketing; social gains and costs of marketing. Prerequisite: 33:630:301. |
33:630:430Qualitative Research Methods (3) Introduction to the philosophies, methods, and applications of interpretive consumer research and the practice of consumer and marketing research approaches in general. Prerequisites: 33:630:374, 385. |
33:630:452Marketing Strategy (3) Integrating and applying marketing concepts to the actual problems of real business and nonbusiness organizations. Strong emphasis on the case method of study. Written and oral presentations required. Pre- or corequisite: 33:630:385. |
33:630:482Advertising Strategy (3) Investigation and solution of actual advertising problems by management; examination of advertising as influenced by the marketing structure and environment. Prerequisites: 33:630:301, 363. |
33:630:486Independent Study in Marketing (BA) Individual work by the student on a practical research problem supervised by a full-time faculty member. Presentation of a written report upon completion of the study. Prerequisites: 33:630:385, senior status, and permission of department. |
33:630:497Special Topics in Marketing (3) Focus on a topic of contemporary relevance to marketing. Topics change each term. Topics include public relations, direct marketing, marketing of high technology, and merchandise management. Prerequisite: 33:630:301. |
