Marketing
Dana Lascu, Chair
Professors Babb, Cossé, Lascu
Associate Professors Ridgway, Weisenberger
Assistant Professor Kukar-Kinney, Marquardt
The Marketing Concentration
The marketing concentration requires a minimum of four courses chosen from among the marketing courses. A maximum of six courses can be taken in any area of concentration. The marketing concentration offers optional curriculum tracks.
Marketing Concentration Program Tracks (suggested courses and sequences)
Requirements:
MKT 326 Marketing Research and Analysis (required of all marketing students)
(1) Product Management Track
MKT 322 Product Management or MKT 428 Strategic Market Planning
MKT 327 Consumer Behavior
MKT 427 Marketing Case Analysis
Recommended Elective Courses in Marketing:
Other Recommended Electives:
PSYC 100 Introduction to Psychological Science
LDST 101 Leadership and the Humanities
LDST 102 Leadership and the Social Sciences
(2) Communication Track
Other Recommended Electives:
PSYC 100 Introduction to Psychological Science
JOUR 200 News Media and Society
RHCS 102 Interpersonal Communication
RHCS 300 Communication Theory
NOTES
1) Program tracks will fulfill the marketing concentration requirements for the B.S.B.A. degree. However, it is not necessary to follow a specific track in marketing to fulfill these requirements.
2)IBUS students taking MKT 325 and concentrating in marketing need only three additional units in marketing courses.
Courses
MKT
320 Principles of Marketing
Activities by which the planning and exchange of ideas, goods, and services are explained from inception to final consumption. Analysis of markets and their environments, development of marketing strategy, evaluation and control of marketing programs.
Prerequisite(s): Accounting 201, 202 and Economics 101, 102.
Unit(s): 1
MKT
322 Product Management
Decisions made by brand manager as product moves through its life cycle including new product development, product management, and product portfolio assessment. Uses case study and lecture.
Prerequisite(s): Marketing 320.
Unit(s): 1
MKT
323 Database Marketing
An overview of techniques for manipulating, analyzing, and presenting marketing data. Techniques are applied to major types of marketing databases: survey, scanner, direct marketing, and census data. Students will make extensive use of SPSS, Excel, and Answer Tree software packages.
Prerequisite(s): Marketing 320.
Unit(s): 1
MKT
324 Sales Management
Sales force management program; allocation of sales effort; recruiting; selection and training, motivation, supervision, compensation, evaluation, and control of the sales force; elements of the personal selling process.
Prerequisite(s): Marketing 320.
Unit(s): 1
MKT
325 International Marketing
Global market and its influence on domestic as well as international marketing including cultural, political, and economic factors. Analysis includes screening of foreign markets for entry of U.S. products and subsequent development of market plans as well as strategic responses to effects of international trade on U.S. market.
Prerequisite(s): Marketing 320.
Unit(s): 1
MKT
326 Marketing Research and Analysis
Concepts, methodology, and techniques. Research design and statistical analysis. Validity and reliability of research information. Note: Marketing 326 is required in the marketing concentration area.
Prerequisite(s): Marketing 320 and Business Administration 301.
Unit(s): 1
MKT
327 Consumer Behavior
Emphasis on understanding of individuals as consumers and organizational buyers; actions consumers engage in while selecting, purchasing and using products or services in order to satisfy needs and desires. Focus on psychological, emotional, social, and physical processes that precede or follow these actions; how offerings can be targeted more efficiently and effectively to consumer.
Prerequisite(s): Marketing 320.
Unit(s): 1
MKT
328 Directed Independent Study
Independent research on a marketing topic conducted under the direct supervision of an instructor.
Prerequisite(s): Permission of instructor.
Unit(s): .5-1
MKT
329 Selected Topics in Marketing
Major areas in marketing such as retailing, personal selling, industrial marketing, service marketing, and advanced market research. Specific area varies by semester.
Prerequisite(s): Permission of instructor.
Unit(s): .5-1
MKT
421 Integrated Marketing Communications
Focus on coordination of organization's whole communications strategy to convey a consistent message to target customer.
Prerequisite(s): Marketing 320.
Unit(s): 1
MKT
427 Marketing Case Analysis
Application of marketing concepts to analysis and formulation of marketing programs using case studies.
Prerequisite(s): Marketing 320.
Unit(s): 1
MKT
428 Strategic Market Planning
Senior-level honors course. Students working in small teams act as "consultants" to local businesses in developing a strategic market plan for their assigned product. Formal written reports and presentations will be developed and presented.
Prerequisite(s): Senior standing.
Unit(s): 1
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