Description of Courses
MKT MARKETING (Campbell School of Business)
301. Principles of Marketing - 3-0-3
Broad survey of marketing as an integral activity in business and nonprofit organizations. Examination and analysis of marketing activities from the planning level to the consumption level, covering topics of consumer behavior, target markets, adaptation of products to markets, channels of distribution, pricing policy and marketing communication. PR: ECO 110 and45 credits or CI.
322. Consumer Behavior - 3-0-3
Development of an understanding of consumption behaviors and their determinants. Examination of research and theory from the social sciences for their relevance to understanding consumer behavior and for their utility in shaping effective marketing decisions, with the aim of understanding peoples' consumption-related behaviors and developing and evaluating marketing strategies and influencing consumer behavior. Integration of psychological, sociological and anthropological perspectives on the study of consumption. PR: MKT 301.
323WI. Marketing Research and Analysis - 3-0-3
Introduction of the methods used in marketing research to generate information for marketing decision making; broad survey of qualitative and quantitative market-research techniques, with focus on data collection, analysis and interpretations. PR: MKT 301 and MAT 111 or 311.
326. Personal Selling - 3-0-3
Examination of the complex process involving buyers and sellers of products and services. Concentration on developing the sales skills required for creating effective exchanges and managing long-term relationships. PR: MKT 301.
327. Qualitative Research Methods - 3-0-3
Combination of lectures and assignments providing students with a working knowledge of the concepts and methods of qualitative research, including focus groups, interviews and projective techniques. Student experience in application of qualitative-research concepts and methods to marketing problems through participation in all states of a qualitative research project including data collection, analysis, interpretation and report writing. PR: JS.
423. New Product Development- 3-0-3
Investigation and analysis of the new-product-development process, the management of a product through its life cycle. New-product development, pricing strategy, brand management, and product-deletion decisions are the focal topics of the course.
424. Marketing Communications - 3-0-3
An integrated-marketing communications approach to the study of the many ways in which profit and nonprofit organizations communicate with their publics. Emphasis is placed on understanding the synergies between various communications tools (e.g., public relations, sales promotions, advertising, event sponsorship). PR: MKT 301.
425. International Marketing - 3-0-3
Introduction to international marketing theory and research with practical examples of solutions to complex international marketing problems. Focus on the political, legal, economic and cultural considerations inherent in international businesses and their relations to market decision making. PR: MKT 301.
426. Experiential Marketing: Marketing Sports and the Arts - 3-0-3
Examination of marketing practices in industries that focus primarily on consuming an experience, with specific focus on sports and the performing arts. Covers services marketing, experiential consumption, consumer attraction to sports and marketing strategies for sports organizations, consumer attraction to the performing arts and marketing strategies for arts organizations, sponsorship and licensing. Understanding sponsorship as a communication tool. Students will prepare and evaluate sponsorship proposals through projects with actual organizations. PR: MKT 301.
427. E-Commerce Marketing Strategy - 3-0-3
Examination of how companies use the Internet to increase competitiveness and to create market value. Examination of some of the social and cultural ramifications of the e-commerce revolution and its impact on marketing strategy in the future. Understanding of how firms decide to use this new resource to develop new products and services, to communicate more effectively with the organization's stakeholders, to expand into new markets and to add value to current practices. PR: MKT 301.
428. Advanced Marketing Research - 3-0-3
This course is an advanced, applied course in research methodology. Students will be involved in designing programmatic research, including collecting and analyzing quantitative or qualitative data and preparing a written manuscript. Students will have a firsthand experience by executing and completing a research project. PR: MKT 323 or 327.
460. Special Topics in Marketing - 3-0-3
Varied content provides an opportunity for faculty and students to accommodate their interests. May be repeated once for credit as topics vary; maximum of six hours may be counted toward a degree program. PR: CI.
496. Academic Internship - 3 hours
Student will work in a professional setting under a faculty member who provides guidance and works with the student and on-site work supervisor to integrate work experiences and the student's educational and professional goals. Development of a learning contract. PR: See general requirements for academic internships in this catalog; CI.
498. Directed Study in Marketing - 3-0-3
In-depth study in the marketing discipline in an individualized program designed by the student and the faculty sponsor. Alternatively, independent study may involve working with an individual faculty member on a research project in which students have the opportunity to see firsthand how new knowledge and understanding are developed in the business disciplines. To pursue independent study, students develop a learning contract with the faculty sponsor and will typically produce a significant term paper or project. At most, six hours of MKT 498 may be counted toward a degree program. PR: JS or SS and approval of school dean; CI.
499. Marketing Strategy - 3-0-3
This is an integrative course which serves as a capstone for the marketing degree. This course emphasizes developing and applying strategic principles to marketing planning, including customer analysis, market segmentation, product policy, forecasting, pricing, distribution, and integrated marketing communication. The focus is on strategic decision-making. This course includes a firsthand experience using a live case format and the development of a detailed marketing plan. PR: MKT 322 and 323.