Marketing
Department Information

Marketing

Monika Kukar-Kinney, Chair
Professors Cossé, Kukar-Kinney, Lascu, Ridgway
Associate Professors Marquardt, Raggio
Assistant Professors Carlson, Hanson
Visiting Instructor William Bergman

Concentration

The Marketing Concentration

In addition to satisfying the B.S.B.A. degree requirements, the marketing concentration requires a minimum of five units, including MKT 326 Marketing Research and Analysis, chosen from among the marketing courses. A maximum of seven units can be taken in any area of concentration. Independent study courses only count toward the concentration with permission of the department chair.

Courses
MKT 320 Principles of Marketing
Units: 1
Description
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.
Prerequisites
Accounting 201, Business Administration 202, and Economics 101-102. Business School major or minor.

MKT 322 Product Development and Innovation
Units: 1
Description
The complete product lifecycle, from idea generation through commercialization. Focuses on the processes used in conceiving, structuring, developing and monetizing different marketing concepts. How to foster creativity, conduct market opportunity assessments, optimize product development and channel strategies, develop and employ marketing plans, forecast new product sales, conduct portfolio assessments, and manage future innovation efforts.
Prerequisites
Marketing 320. Business School major.

MKT 324 Sales Management
Units: 1
Description
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.
Prerequisites
Marketing 320. Business School major.

MKT 325 International Marketing
Units: 1
Description
Global market and its influence on domestic as well as international market strategies, 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. markets.
Prerequisites
Marketing 320. Business School major.

MKT 326 Marketing Research and Analysis
Units: 1
Description
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.
Prerequisites
Marketing 320 and Business Administration 202. Business School major.

MKT 328 Directed Independent Study
Units: .5-1
Description
Independent research on a marketing topic conducted under the direct supervision of an instructor.
Prerequisites
Permission of instructor and department chair.

MKT 329 Selected Topics in Marketing
Units: .5-1
Description
Major areas in marketing such as retailing, personal selling, industrial marketing, service marketing, and advanced market research. Specific area varies by semester.
Prerequisites
Marketing 320. Business School major.

MKT 421 Integrated Marketing Communications
Units: 1
Description
Study of the primary ways that companies communicate with consumers. Both above the line (television, radio, and magazine) and below the line (social media, websites, public relations, promotions, and others) techniques are used to demonstrate how useful very different communication devices can be to a company and how important it is that all communication is coordinated and tells the same story over time.
Prerequisites
Marketing 320. Business School major.

MKT 422 Strategic Brand Management
Units: 1
Description
Theoretical and applied understanding of brand development and brand management. Focus on the strategic processes used to generate and capture brand equity. Develops understanding of how to build, measure and manage various brand offerings, and through the use of an aggressive experiential curriculum, encourages the application of the theories and strategies learned in class in real world business situations.
Prerequisites
Marketing 320. Business School major.

MKT 423 Marketing Analytics
Units: 1
Description
Hands-on analytical and communication skills to address tactical and strategic marketing questions in today's technological and data-intensive world. Analysis, management, and interpretation of scanner, direct marketing, geo-demographic, and other types of marketing data are emphasized through extensive use of software, such as SPSS, Excel, and Simply Map.
Prerequisites
Marketing 320 and Business Administration 202. Business School major.

MKT 424 Consumer Behavior
Units: 1
Description
student Introduction to major concepts, theories, and techniques that make up the area of consumer behavior. By drawing from psychology, sociology, and cultural anthropology, the course is made relevant to marketing and business through examples of how companies use these areas. Consumer Behavior is both an art and a science. Focuses on ability to think creatively, analytically, and critically.
Prerequisites
Marketing 320. Business School major.

MKT 425 Sports Marketing
Units: 1
Description
Overview of the essentials of effective sports marketing, addressing two broad perspectives of sports marketing: the marketing of sports, and the marketing through sports. Covers the sports consumer, sports and sports-related product offerings, brand management, sponsorship, licensing, strategy development, research resources and techniques, and career opportunities.
Prerequisites
Marketing 320. Business School major.

MKT 428 Strategic Marketing Management
Units: 1
Description
Capstone marketing strategy course for seniors concentrating in marketing. Designed to integrate learning from prior courses through hands-on application. Emphasizes the importance of analysis, planning and implementation in successful execution of marketing strategies. Course content is interactive and experiential, and includes discussion, case analyses, real-world exercises and a semester-long strategic marketing project. Formal written reports and presentations will be developed and delivered.
Prerequisites
MKT 320, Business School major, senior standing.