The initial course in Marketing. Description and analysis of the flow of goods, services and ideas to consumers and industrial users. Factors outside the firm are also considered as they affect marketing decisions.
Prerequisite: BUSI 0011.
An introduction to professional selling as a marketing tool. Emphasis is placed on the theory and application of the professional selling process.
The student will learn about the development and implementation of a coordinated and integrated advertising and promotions strategy. Emphasis is placed on the interrelationships among advertising, sales management, and sales promotion activities.
Advertising concepts and a critical analysis of commercial advertising practices. Students apply advertising concepts in projects such as case studies, campaign evaluations, and simulation exercises.
Entrepreneurial marketing provides entrepreneurs and small business owners with the knowledge needed to successfully perform marketing activities (primarily promotion) on a very low budget. Students will learn the utilization of techniques and the analysis of market characteristics that impact the small entrepreneurial organization, its products and services. Additionally, students will learn how to develop specific yet flexible marketing plans and activities, and the effective management of practices, finances, and obligations associated with the marketing of smaller entrepreneurial firms. Factors inside and outside the firm are researched and analyzed as they affect successful small business marketing decisions.
An examination of the psychological and social influences that affect consumer decision making. Emphasizes the development of marketing programs designed with behavioral considerations in mind.
This course introduces students to the theories, strategies, tools, and techniques of effective online marketing. The course emphasizes the essential concepts, methods, technologies, and decision making criteria for business-to-business and business-to-consumer Internet marketing. The broad concepts of ethics, social responsibilities, sustainability, and globalization are integrated through the course. Topics include online marketing research, business intelligence, Web site design, and Internet marketing strategy.
A managerial approach to retailing. Topics such as trade area evaluation, buying, layout, pricing, cost and expense analysis are considered.
An exploration of the problems and practices of sales and sales management. Organizational structure and development of programs to assure a competent and effective sales force are stressed.
An analysis of the development of integrated distribution systems. Topics include retail and wholesale institutions, channel conflict and cooperation, channel control, franchising and emerging developments in distribution channels.
The study of research in marketing with emphasis on the collection and interpretation of data and its application to the solution of marketing problems.
A study of the economic, social and cultural environment of international marketing. The course focuses on marketing decision making in this environment.
The study and application of the strategic marketing planning process to realistic business situations. Topics include: strategies for growth and competitive advantage; market segmentation, targeting and positioning; marketing mix strategies and tactics; customer satisfaction and relationship building; and evaluation and control of marketing strategies. Attention to ethical considerations in marketing and a triple bottom line (TBL) evaluation of marketing outcomes.
A comprehensive study of Social Marketing strategy and implementation. The course explores the tools, techniques, and strategic logic used in the development and implementation of social media marketing strategy. The course also describes and defines the logic models used for specific plans and programs that affect and are affected by the technology and competitive environments.
Selected topics for special study related to marketing functions, processes, or issues. May be repeated for credit when topics vary.
Individual supervised study and a final report.
Supervised full-time or part-time, off-campus training in business or government organization. Oral and written reports required.