Marketing 630
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29:630:301Introduction to Marketing (3) Overview of marketing: the process of creating goods and services in response to consumer wants and needs. Study of the marketing function in organizations. Analysis of the marketing functions of price, promotion, place, and product. Prerequisites: 29&62:220:231, 102; 29&62:350:101. |
29:630:363Introduction to Advertising (3) Advertising as a marketing tool and as a social force; principles of creating effective advertising and the techniques used in measuring its impact on the market; communications media studied and analyzed across marketing programs. Prerequisite: 29:630:301. |
29:630:368Retail Marketing (3) Analysis of retail strategy, including organization, location, layout, buying, pricing, advertising, inventory and stock control, credit, and personnel administration; study of retail institutional forms. Prerequisite: 29:630:301. |
29:630:369New Product Planning (3) Study of the functions, concepts, and decisions required in the introduction, maintenance, and discontinuation of products. Special attention given to the areas of new product needs, new product development, and product planning and strategy. Prerequisite: 29:630:301. |
29:630:370Business-to-Business Marketing (3) Analysis of business-to-business marketing, including organizational buying behavior, characteristics of industrial goods, and vendor and value analysis; study of industrial markets. Prerequisite: 29:630:301. |
29:630:371International Marketing (3) Important concepts about the special nature of service marketing and its differences from both consumer and industrial goods marketing. Emphasis on strategies for positioning services in such markets as finance, insurance, health care, and the professions. Prerequisite: 29:630:301. |
29:630:372Services Marketing (3) Addresses the challenge of marketing services and managing the service component of product/services combination. Issues covered include service design, quality definition, satisfaction measurement, performance guarantees, and internal and external marketing planning and execution. Prerequisite: 29:630:301. |
29:630:374Consumer Behavior (3) Explores the roots of buyer behavior from a managerial perspective, drawing on the disciplines of psychology, sociology, and anthropology. Topics include perception, learning, communication, cognition, memory, motivation, and attitudes of consumers. Prerequisite: 29:630:301. |
29:630:385Marketing Research (3) Basic techniques of research in marketing, including problem definition, research design, questionnaire construction, sampling, data collection and analysis, and report preparation. Emphasizes the use of analytical techniques in the design and conduct of marketing research. Prerequisites: 21&62:220:231, 29:630:301, and 29:623:340. |
29:630:401Sales Management (3) Analysis of sales strategy and adaptive selling methods; role of the sales manager in the development of a successful sales force. Topics include prospecting, communicating with customers, planning the sales call, territory and market analysis, compensation, and control. Prerequisite: 29:630:301. |
29:630:428Marketing and Society (3) Social issues that influence marketing activities; social responsibilities of marketing management; consumerism; marketing and urban issues; marketing ethics; political action and reaction; legal aspects of marketing; social gains and costs of marketing. Prerequisite: 29:630:301. |
29:630:430Qualitative Research Methods (3) Introduction to the philosophies, methods, application, and practice of
qualitative research. Focus on acquiring a deeper understanding of
buyers' motives, feelings, and beliefs across a wide range of
consumption phenomena. Prerequisite: 29:630:385. |
29:630:452Marketing Strategy (3) Analysis of the planning, organization, and control of the marketing function in an organization; evolution of policies on pricing, selecting a channel of distribution, branding, product planning, and related activities. Case method used. Prerequisite: 29:630:385. |
29:630:482Advertising Strategy (3) Study of the advertising campaign and the investigation and solution of
real-world advertising problems by managers. Examination of integrated
marketing communication, sales promotion, and advertising in relation
to the firm's marketing plan. Prerequisites: 29:630:301, 363. |
29:630:486,487Independent Study in Marketing (BA,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: 29:630:385; permission of instructor, dean's office, or department chair; senior status. |
29:630:490,491Marketing Internship (BA,BA) On-site marketing job in a corporation or not-for profit organization.
By arrangement with the Career Development Center and permission of the
internship coordinator. Prerequisite: 29:630:301. |
29:630:497Special Topics in Marketing (3) Focus on a topic of contemporary relevance to marketing. Examples of past topics include public relations, direct marketing, services marketing, interactive marketing, and merchandise management. Prerequisite: 29:630:301. |
