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
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
Students will have a firsthand experience by executing and completing a
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:
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
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.