Marketing

MK105 Principles of Marketing (3 credits)

This course introduces students to marketing principles and the role of marketing in a free enterprise system. Attention is placed on the interrelationships among the marketing, finance and production departments of a business. Topics of discussion include the marketing mix of product, price, promotion and placement; consumer behavior; market research; and the legal and ethical issues surrounding marketing.

MK205 Direct Marketing (3 credits)

This course introduces students to the process of managing a marketing campaign directly to the consumer. Students will consider target market selection, product offering, financial analysis, fund raising, pre-and post-selling research and media options. Topics will include direct mail, circulation,
catalogs, telemarketing, television, and radio and print advertising. PR: MK105.

MK301 Marketing Management (3 credits)

This course explores basic marketing concepts from the perspective of the marketing manager, examining the analysis necessary to develop sound marketing plans and strategies. Topics to be addressed include the role of marketing within the firm, analysis of marketing opportunities, selection of target markets and market segmentation, marketing strategies in a global marketplace, and the use of technology in marketing. PR: MK205 & junior status.

MK305 Marketing Research (3 credits)

This course studies the planning, data collection, analysis, and reporting issues relating to marketing research. Key issues include defining information needs, sampling, sources of primary and secondary data, instrument design, statistical data analysis, and interpretation and reporting of data. PR: MH216 & MK205.

MK310 Consumer Behavior (3 credits)

The course will explore the determinants of buyer purchasing behavior, emphasizing contributions from the behavioral sciences. It will explore applications of behavioral concepts to marketing strategy, with emphasis on marketing communications and promotion. PR: MK205 & junior status.

MK313 Advertising and Promotion Management (3 credits)

The course is a comprehensive study of the principal problems faced by advertisers and advertising agencies, the policies and procedures used for solutions, the evaluation and selection of advertising media, and the preparation of layout and copy for sound advertising performance. The development of the total advertising campaign from a marketing perspective is analyzed. This course integrates elements of the advertising process such as setting objectives, selection of target markets, budget development, media selection, message creation, production, and placement into a plan for action. PR: MK105 & junior status.

MK314 Marketing Planning and Strategy (3 credits)

This is an integrative course that applies marketing concepts in a variety of business applications. Emphasis will be on marketing strategy in the major areas of marketing management, including customer identification, industry analysis, product and communication strategies, distribution, pricing and control. PR: MK305.

MK315 Sales and Sales Management (3 credits)

This course provides an analysis of selling as an element of the promotion mix. Emphasis is on individual and team selling strategies within a professional sales environment. Topics include characteristics of successful salespersons and firms, the process and structure of sales presentations, and the role of selling as part of the marketing effort. The sales management function will be analyzed with attention to sales force selection, allocation of sales effort, and motivation and reward of sales force. PR: MK305 & MK310 & MK313.

MK498 Marketing Bachelor Thesis (3 credits)

As an alternative to completing an internship, during the senior year students may elect to write a research paper on an approved topic. The study will focus on a current marketing issue and will require significant research. Students will be required to submit a written report to be evaluated by an assigned faculty member. PR: senior status & Dean's approval.

MK499 Marketing Internship (3 credits)

This supervised internship allows the student an opportunity to apply concepts learned in the classroom in a professional marketing environment. A student enrolled in the course must complete a minimum of 150 hours with the placement, consult with the faculty coordinator at designated times throughout the internship, and complete a final written project. PR: senior status & approved Internship Petition.

PR = prerequisite(s)