Introduction 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.
Writing intensive. Prerequisite: 21:355:102 or 104 or 01:355:101.
Introduction 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.
Retail 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.
New 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.
Business-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.
International 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.
Services 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.
Consumer 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.
Marketing 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: 29:630:301 or 33:630:301 and 29:623:340.
Sales 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.
Marketing 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.
Marketing 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.
Prerequisites: (29:630:301 or 33:630:301) and 29:623:340.
Fashion Branding (3)
The most sought-after fashion
houses (e.g., Versace, Michael Kors, Diesel, Gucci, Kate Spade) are those firms
who are most aware of, and proactive with their branding strategies. The
purpose of this course is to develop an understanding of the roles, activities,
and responsibilities of the fashion brand manager--the person on the front
lines at the implementation of branding strategy. In some cases, this is
a person who works within an organization as an employee who has been tasked
with stewardship over existing, and perhaps legacy, brand. In other
cases, this is an entrepreneurial designer who is seeking to establish and
build their own personal fashion brand. During the semester, students will develop their analytic skills in making fashion branding decisions and their oral and
written skills for communicating them. The classes will consists of case
discussions, lectures, presentations, and guest speakers.
Advertising 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 and 363.
Independent 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. The topic and study have to be approved by the marketing
Writing intensive. Prerequisite: Requires application at the RBS undergraduate dean's office.
Marketing Internship (BA)
On-site marketing position in a corporate or not-for-profit organization.
By arrangement with the Career Development Center and an RBS career management specialist. Prerequisites: 29:010:203, 29:010:204, 29:390:329, 29:620:301, 29:623:220, 29:630:301, and 29:799:301.
Marketing Cooperative Education (6) (BA)
Three credits will count toward marketing elective credit, and 3 credits will count toward free elective credit.
Internship program for six months (January to June, or June to December) at a participating corporation. Must complete the Co-op Form and consult with an RBS career management specialist to receive credit. Evaluations by corporate supervisor in the participating organization and an RBS career management specialist determine final grade in the course.
Prerequisite: Requires application at the RBS undergraduate dean's office.
Digital Marketing (3)
Introduces students to
the growing world of digital marketing and provides knowledge of the digital media
landscape, platforms, tools, and technologies. After completing the course, students will be able to understand the
digital marketing industry, recognize and utilize a variety of digital tools
and applications, as well as analyze, evaluate, and develop digital media
Special Topics: Brand Management (3)
Addresses the nature of brand management
in the 21st century--the challenges and skills needed to run a branded
business within the framework of a corporate environment. Many of the topics and issues discussed will
have relevance whether the brand is one of many in the organization or just a
single brand organization. The approach
of this class will be from a classical brand management perspective, starting
with an understanding of what a brand is, what it stands for, its positioning
for maximum impact in the marketplace, and a more in-depth analysis of the
traditional marketing mix elements. The
course will utilize a combination of lectures, discussion, fieldwork, and
Marketing Consulting for Small Business (3)
This course builds upon academic marketing knowledge
by working on real-life marketing consulting projects requested by small
businesses enrolled with the Small Business Development Center program. Students in this course must identify and understand the key issues,
formulate models, complete analyses, and apply course knowledge to solve
real-world problems. Projects
change each semester depending on the current requirements of the client, but
always focus on specific issues within marketing. Client visits will be included to better
understand the project scope and work with principals at the small
businesses. The culmination of the assignment
will be a formal presentation to the client in the classroom and submission of
a report on the same day. The presentation
and report will include data analysis, findings, and recommendations.