Marketing (MKTG)

MKTG 1990. Elective. 1-4 Hours.

Offers elective credit for courses taken at other academic institutions.

MKTG 2201. Introduction to Marketing. 4 Hours.

Provides an overview of the role of marketing in business and society. Considers the planning, implementation, and evaluation of marketing efforts in consumer and business-to-business companies, in service and goods companies, and in for-profit and nonprofit organizations. Also examines contemporary issues in marketing that can affect organizational success. A term project is used to enable students to apply their learning about the fundamentals of marketing. Prereq. ACCT 1201, ACCT 1202, or ACCT 1209 (any of which may be taken concurrently); business majors and combined majors only.

MKTG 2202. Introduction to Marketing in a Global Context. 4 Hours.

Covers the role of marketing in business and society. Considers the planning, implementation, and evaluation of marketing efforts in consumer and business-to-business companies, in services and goods companies, and in for-profit and nonprofit organizations. Focuses on the cultural, social, and political challenges faced by global firms as they conduct market research and develop and vary marketing strategies to be successful in multiple markets internationally. Also examines contemporary issues in marketing that can affect organizational success. Requires students to apply their learning about the fundamentals of marketing in a term project. Prereq. ACCT 1201, ACCT 1202, or ACCT 1209; international business students only.

MKTG 2209. Introduction to Marketing. 4 Hours.

Does not count as credit for business majors. Counts as MKTG 2201 for business minors only. Prereq. Nonbusiness majors with sophomore standing or above.

MKTG 2301. Marketing and Society. 4 Hours.

Examines the role of marketing and business in society’s central contemporary problems as well as the way marketing can take a positive and influential role in the efforts to address these problems. Reviews some of our society’s main problems and a critical view of marketing and business in today’s world. Also examines changing marketing practices and roles for businesses as firms and institutions become more socially responsible and ethically aware. Finally, introduces and analyzes the role of prosocial marketing, how marketing can influence people’s behavior for advancing a socially desirable change. Offers students an opportunity to better understand our society and enhance an ethical mind-set, while highlighting the ways marketers can contribute to societal well-being. Prereq. Sophomore standing or above.

MKTG 2990. Elective. 1-4 Hours.

Offers elective credit for courses taken at other academic institutions.

MKTG 3301. Marketing Management. 4 Hours.

Focuses on the marketing process through the use of case studies simulating actual business settings and marketing challenges. Develops skill in marketing decision making, critical analysis, and communication. Topics include techniques for undertaking market analysis, marketing strategy (segmentation and positioning), and marketing implementation (4 Ps). A marketing plan project is used to enable students to apply their understanding about the marketing process. Prereq. (a) MKTG 2201, MKTG 2202, or MKTG 2209 and (b) ENGW 1111, ENGW 1102, ENGL 1111, or ENGL 1102; business majors and combined majors only.

MKTG 3401. Marketing Research. 4 Hours.

Focuses on the marketing research process and the analysis of data using statistical software. Helps students develop an understanding of consumer attitudes and behavior processes as the basis of the design of marketing problems. Topics include problem definition, research design, sampling, attitude measurement, questionnaire design, data collection, and data analysis. Students are expected to work on group projects. The course requires no previous computer experience. Prereq. (a) MKTG 2201, MKTG 2202, or MKTG 2209 and (b) ECON 2350, IS 3500, MATH 2280, MATH 3081, MGSC 1201, MGSC 2301, or POLS 2400 and (c) 56 SH toward degree; business majors and combined majors only.

MKTG 3501. Marketing Analytics. 4 Hours.

Studies the importance of using an analytical approach to support marketing decision making in organizations and offers students an opportunity to learn how to implement such an approach in practice. Focuses on data science in marketing: identifying and acquiring the right data for addressing different marketing challenges, building skills necessary for conducting relevant quantitative analyses, and guiding how to use obtained insights to make better marketing decisions. Topics may include product innovation, market identification and segmentation, customer valuation, media attribution models, and assessment of digital and social media. Students are expected to apply statistical concepts and use relevant software packages for analyzing marketing datasets. Prereq. MKTG 3401 (may be taken concurrently) and sophomore standing or above; business majors and combined majors only.

MKTG 3990. Elective. 1-4 Hours.

Offers elective credit for courses taken at other academic institutions.

MKTG 4220. Marketing in Asia. 4 Hours.

Studies the opportunities and challenges associated with the increasing globalization of Indian and Asian markets. During this Dialogue of Civilizations, students study key environmental forces shaping consumer needs and preferences, the impact of foreign political and economic factors on entering companies, the influence of international competition, market segmentation, and strategy decisions specific to Asian marketing. Analyzes the impact of cultural, social, political, and economic factors on marketing strategies. Offers students an opportunity to learn how to determine when to use different market entry and penetration strategies and how to examine the different skills and systems required to implement marketing strategies in India and broader Asia.

MKTG 4310. Retailing. 4 Hours.

Explores the basic concepts of retailing strategy and positioning, evaluating the retail environment and customer behavior and trends. Retail functions are also examined, focusing on site selection and trading area; merchandise selection and display; layout and design; retail pricing; customer service and image management; retail technology; and operations management. Students do extensive fieldwork applying and exploring the concepts through homework assignments and projects. Industry experts provide exposure to current trends and procedures. Prereq. MKTG 2201, MKTG 2202, or MKTG 2209; business majors and combined majors only.

MKTG 4420. Sales Management. 4 Hours.

Focuses on the entire sales effort. Offers students the opportunity to apply a proven selling process and present compelling solutions to customers. Topics include how to translate product features into buyer benefits, how to handle customer objections, and how to close sales and deals. Covers team selling and relationship marketing. Intended for students interested in a sales career as well as future product managers who must rely on the sales force to introduce new products and promotions. Prereq. (a) MKTG 2201, MKTG 2202, or MKTG 2209 and (b) junior or senior standing; business majors and combined majors only.

MKTG 4502. Marketing in the Service Sector. 4 Hours.

Provides a basic treatment of methods and techniques for marketing in the service sector, which includes sports, recreation, public service, banking, insurance, and hotels. Analyzes a number of descriptive studies covering the application of marketing principles in key service areas as well as the principles themselves. Prereq. MKTG 2201, MKTG 2202, or MKTG 2209 and junior or senior standing; business majors and combined majors only.

MKTG 4504. Advertising and Brand Promotion. 4 Hours.

Focuses on managing and integrating marketing communications in relation to a company’s overall marketing objectives. Includes advertising; creative and media strategy; the communication process; direct and interactive marketing; consumer and trade promotions; public relations; and the social, ethical, and economic considerations underlying marketing communications in the twenty-first century. Prereq. (a) MKTG 2201, MKTG 2202, or MKTG 2209 and (b) junior or senior standing; business majors and combined majors only.

MKTG 4506. Consumer Behavior. 4 Hours.

Focuses on demographics, lifestyle, social and cultural trends, and their impact on consumer motivations and behavior. A thorough understanding of the consumer is at the heart of marketing. Topics include the consumer decision-making process, family, learning, personality, and group dynamics, and their impacts on the business world. Ultimately, we are all consumers and we are all part of society, so consumer behavior is critical to all of us. Prereq. (a) MKTG 2201, MKTG 2202, or MKTG 2209 and (b) junior or senior standing; business majors and combined majors only.

MKTG 4508. Digital Marketing. 4 Hours.

Examines the impact of technology on the marketing of goods and services. Focuses on the Internet and the World Wide Web. Investigates recent trends in e-business and identifies marketing strategies that work in this new environment. Introduces students to frameworks that help explain current issues in electronic marketing. Although the focus is on Internet marketing strategy, phenomena such as television home shopping and database marketing are also explored. Readings, cases, discussions, lectures, guest speakers, student reports, and exercises on the World Wide Web are all utilized. Prereq. MKTG 2201, MKTG 2202, or MKTG 2209 and junior or senior standing; business majors and combined majors only.

MKTG 4510. New Product Development. 4 Hours.

Provides an overview of the new-product-development process, with an emphasis on customer involvement in this process. Detailed insights are provided on such topics as new-product strategy, idea generation, idea selection and evaluation, concept development and testing, product development and testing, and market testing and product launch. Prereq. MKTG 3401 (may be taken concurrently); business majors and combined majors only.

MKTG 4512. International Marketing. 4 Hours.

Introduces those aspects of marketing that are unique to international business within the framework of traditional functional areas of marketing. Focuses on the environment and the modifications of marketing concepts and practices necessitated by environmental differences. Topics include cultural dynamics in international markets, political and legal environmental constraints, educational and economic constraints, international marketing research, international marketing institutions, and marketing practices abroad. Prereq. MKTG 2201, MKTG 2202, or MKTG 2209; business majors and combined majors only.

MKTG 4970. Junior/Senior Honors Project 1. 4 Hours.

Focuses on in-depth project in which a student conducts research or produces a product related to the student’s major field. Combined with Junior/Senior Project 2 or college-defined equivalent for 8 credit honors project.

MKTG 4971. Junior/Senior Honors Project 2. 4 Hours.

Focuses on second semester of in-depth project in which a student conducts research or produces a product related to the student’s major field. Prereq. MKTG 4970.

MKTG 4990. Elective. 1-4 Hours.

Offers elective credit for courses taken at other academic institutions.

MKTG 4993. Independent Study. 1-4 Hours.

Allows students who have received approval to undertake independent study in lieu of any course required in the various concentrations. Students present proposals to an Independent Studies Committee for evaluation and approval. Every proposal requires a detailed outline of the objectives and plan of study and must be accompanied by a supporting statement from the supervising faculty member under whose direction the study takes place. A copy of the final report prepared by the student is presented to the appropriate Independent Studies Committee. Further information about the Independent Studies Program can be obtained from concentration coordinators.

MKTG 5976. Directed Study. 1-4 Hours.

Offers independent work under the direction of members of the department on chosen topics. Prereq. Junior, senior, or graduate standing.

MKTG 5978. Independent Study. 1-4 Hours.

Allows students who have received approval to undertake independent study in lieu of any course required in the various concentrations. Students present proposals to an Independent Studies Committee for evaluation and approval. Every proposal requires a detailed outline of the objectives and plan of study and must be accompanied by a supporting statement from the supervising faculty member under whose direction the study takes place. A copy of the final report prepared by the student is presented to the appropriate Independent Studies Committee. Further information about the Independent Studies Program can be obtained from concentration coordinators. Prereq. Junior, senior, or graduate standing.

MKTG 6200. Creating and Sustaining Customer Markets. 3 Hours.

Focuses on marketing analysis and planning. Emphasizes analysis of customer needs and company and competitor capabilities. This analysis forms the basis of a sound marketing strategy that provides value to customers in a way superior to competitors. Discusses how to deliver this strategy through the development of an intergrated marketing program covering product offerings, pricing, promotion, and distribution. Prereq. Professional accounting and business administration students only.

MKTG 6206. International Marketing. 3 Hours.

Develops understanding of the opportunities and challenges facing the international marketing executive, the decision-making process in marketing goods abroad, and the environmental forces—economic, cultural, and political—affecting the marketing process in the international marketplace.

MKTG 6208. Marketing and Customer Value. 4 Hours.

Examines the role of marketing as an organizational function and a set of processes in creating, communicating, and delivering offerings that provide superior value to customers. Gives students an opportunity to develop skills in market analysis, including customer, competitor, and company analysis, as well as decision-making capabilities in both marketing strategy and implementation. Emphasizes methods for the identification, acquisition, and retention of customers in a way that provides mutual value to the customer and the organization in the context of a global business environment.

MKTG 6210. Marketing Research. 3 Hours.

Provides an overview of the major qualitative and quantitative marketing research methodologies available to marketing managers. Explores customer relationship management (CRM) and multivariate statistical techniques including conjoint analysis, customer satisfaction, and service quality measurement. Prereq. (a) MKTG 6200 or MKTG 6208 and (b) MGSC 6200 or MGSC 6207.

MKTG 6212. International Marketing. 3 Hours.

Develops understanding of the opportunities and challenges facing the international marketing executive, the decision-making process in marketing goods abroad, and the environmental forces—economic, cultural, and political—affecting the marketing process in the international marketplace. Prereq. MKTG 6200 or MKTG 6208.

MKTG 6214. New Product Development. 3 Hours.

Focuses on the challenges and decisions new-product managers face as they take ideas through the new-product-development process. Companies need to create, develop, and market new products and services continually to compete effectively in a rapidly changing environment. Provides an overview of the new-product-development process, with an emphasis on customer involvement in this process. Provides detailed insights on such topics as new-product strategy, idea generation, idea selection and evaluation, concept development and testing, product development and testing, and market testing. Prereq. MKTG 6200 or MKTG 6208.

MKTG 6216. Market Focused Strategy. 3 Hours.

Offers an advanced course in defining and managing an organization’s product-market strategy. Intended for marketing specialists and nonspecialists interested in incorporating a market focus from a general management or consulting perspective. Emphasizes using market information to choose and manage the company’s relationships with customers and competitors in a complex, changing environment, as well as the practical concerns of implementing and evaluating marketing strategy. Prereq. MKTG 6200 or MKTG 6208.

MKTG 6218. Marketing in Service Sector. 3 Hours.

Provides students with knowledge of management needs and techniques associated with the service sector of the economy. Includes understanding the differences between goods and service marketing, and how these differences influence marketing strategy and the tactical design of marketing mix variables. Assists in understanding the difference between tangible goods and services, differences in the consumer evaluation process between goods and services, special marketing problems created by the differences between goods and services, and strategies that address the unique problems in service marketing. Prereq. MKTG 6200 or MKTG 6208.

MKTG 6222. Digital Marketing. 3 Hours.

Explores the latest trends in technology and new media, their effect on marketing goods and services, and how to deliver value to the customer using the latest technological innovations. Examines the latest trends in digital marketing, such as mobile marketing, and how the mobile platform can be used for branding purposes and to enhance customer relationships. Explores topics such as branding and advertising via mobile phones, online social networks and communities, technology adoption in global emerging markets, and how the Internet empowers customers and enables firms to engage in customer advocacy. Also examines how marketing research is conducted for technological innovations and ethical concerns that arise with technology usage, such as privacy and security issues, identity theft, and the role of trust in digital marketing. Prereq. MKTG 6200 or MKTG 6208.

MKTG 6223. Brand and Advertising Management. 3 Hours.

Offers students an opportunity to obtain an in-depth understanding of the brand-building process amid radical changes in today’s marketing communications platforms. Exposes students to concepts, frameworks, and theories critical to developing branding and advertising strategy in the twenty-first century, including brand positioning, target audiences definition, creative advertising, integrated marketing communications, the influence of social media, and assessing marketing and media effectiveness. Prereq. MKTG 6200 or MKTG 6208.

MKTG 6224. B2B and Strategic Sales. 3 Hours.

Covers business-to-business marketing and the key roles of managing relationships with large buyers, going to market, and the sales organization. Begins with an understanding of why and how firms, institutions, and organizations purchase products and services and the importance of the multifunctional buying center. Covers a proven selling process and presents compelling solutions to customers. Going-to-market topics include managing value-added resellers and distributors. Intended for all interested in marketing: future product managers who must rely on the sales force and distributors to introduce new products and promotions, future sales managers, and marketing executives who must manage the marketing-sales interface. Prereq. MKTG 6200 or MKTG 6208.

MKTG 6225. Sustainability and Innovation in Product Design. 3 Hours.

Examines various strategies organizations have used for sustainability in innovation. Introduces the concept of designing products for the “triple bottom line”—people, planet, and profit. Uses case study discussions and a product development group exercise to help demonstrate the opportunities and issues arising from sustainability initiatives in corporations. Prereq. Online MBA students only.

MKTG 6226. Consumer Behavior. 3 Hours.

Focuses on the consumer as the key element of marketing strategy and application. Explores demographic, lifestyle, social, and cultural trends and their impact on consumer attitudes, motivations, and behavior. Other topics include group dynamics, family, learning, personality, and emotions and their impact on the business world. Offers an in-depth look at the consumer decision process as a model to guide the planning and evaluation of marketing strategies. Prereq. MKTG 6200 or MKTG 6208.

MKTG 6228. New Media and Digital Marketing Analytics. 3 Hours.

Examines how marketers are collecting and using big data and marketing analytics tools on new media and devices to create successful digital marketing strategies. Explores how marketers can benefit from consumer-generated content on social media devices, such as location-based marketing via mobile devices, to reach consumers 24/7. Introduces digital marketing analytics tools and techniques commonly used to conduct market research and analysis. Offers students an opportunity to better understand the impact of devices, such as “wearables,” and recent phenomenon, such as the Internet of Things, on marketing strategies. Investigates privacy and ethical concerns that arise from the collection, analysis, and use of consumer data. Incorporates cases, discussions, readings, lectures, real-life examples, and student research projects and reports. Prereq. Business administration and business analytics students only.

MKTG 6260. Special Topics in Marketing. 3 Hours.

Offers an in-depth examination of selected issues and problems in marketing that are of current interest to faculty and students. Specific topics alternate depending on faculty availability and interest as well as student enrollment criteria.

MKTG 6280. Gaining Customer Insight. 3 Hours.

Introduces the substantive and procedural aspects of marketing strategy and customer markets. Topics include how to identify target markets, how to leverage data and analyses to enhance the development of a marketing strategy, and how to develop knowledge of various techniques for uncovering customer needs/wants. Studies the importance of customer insights to business success. Offers students an opportunity to develop and implement a concept test. Prereq. MS-in-innovation students only.

MKTG 6281. Go-to-Market for New Products and Services. 3 Hours.

Studies the fundamentals for creating go-to-market strategies to support new products and services, including integrative communication systems, multichannel marketing, relationship selling, and pricing tactics for emerging and existing products. Using a series of cases, the course examines product launch, channel management, and marketing of services for different industry sectors. Also covers the role of social networking in marketing. Prereq. High-technology and business administration students only.

MKTG 6282. Digital Marketing. 3 Hours.

Explores how technology affects the marketing of goods and services. Emphasizes learning how to deliver value to the customer using technology. Explores marketing strategies in this age of technology and what firms need to do to be effective in the twenty-first century. Students analyze and evaluate issues facing firms that wish to compete amid continuous technological innovation, global competition, and rapidly changing dynamics. Examines factors that impede and accelerate the adoption and diffusion of innovations in the marketplace. Examines how the Internet has affected product, pricing, distribution, and communication strategies for goods and services. Also examines new trends such as mobile marketing. Encourages students to explore ethical concerns such as privacy and security issues and the role of trust in digital marketing. Prereq. Business administration students only.

MKTG 6283. Marketing and Selling Innovation. 3 Hours.

Reviews the product portfolio concept, examining the need for balanced portfolios and focusing on issues related to product proliferation and simplification. Discusses market-based pricing strategies, sales efforts, distribution, and communication in the context of enhancing the firm’s product position in the marketplace. Focuses on developing and executing sales. Explores business-to-business and business-to-customer strategies. Prereq. MS-in-innovation students only.

MKTG 6290. Creating and Sustaining Markets. 3 Hours.

Covers conceptual schemes and models for analyzing marketing problems and opportunities. Offers students an opportunity to develop skills used in addressing the important issues involved in the creation, promotion, distribution, and sale of goods and services. Introduces customer analysis, competitor analysis, and the broad environmental trends affecting the success of marketing programs. Uses real-case analyses to illustrate the importance of profitable positioning and strategic fit. Examines the relationship between marketing activities and the other functional areas of the firm. Prereq. Executive MBA students only.

MKTG 6291. E-Business/Electronic Marketing. 2 Hours.

Explores current issues in electronic marketing/e-business. Examines the Internet as a technology that has profoundly affected marketing in recent years. Topics include the rise and fall of dot-coms and continuing Internet activities beyond the bursting of the dot-com bubble. Also presents theoretical frameworks for the understanding of the adoption and diffusion of innovation.

MKTG 6292. Best Practices for New Product and Services Development. 2 Hours.

Offers an overview of the best-practice model of the new product/service development (NPD) process. Introduces success/failure factors, new product strategy, portfolio management and project selection, idea generation, and concept development and testing. Offers students an opportunity to learn the major challenges facing new product managers in planning and developing new products, particularly in the Fuzzy Front End of the NPD process; the role of the customer and of marketing research in the Fuzzy Front End; and critical best practices that can lead to successful new products/services. Prereq. Executive MBA students only.

MKTG 6293. Leveraging Traditional and Digital Platforms for New Marketing Strategy. 2 Hours.

Emphasizes the elements of the marketing mix in creating and sustaining value for the firm and its customers. Given the changes to technology and marketing strategy over the past decade, this course focuses especially on how to learn to analyze new and complex marketing situations and to develop marketing programs to address them. Offers students an opportunity to develop quantitative and qualitative analytical skills to measure return on marketing investment and to understand the importance of traditional and digital marketing mix elements and their alignment with overall business strategy. Prereq. Executive MBA students only.

MKTG 6960. Exam Preparation—Master’s. 0 Hours.

Offers the student the opportunity to prepare for the master’s qualifying exam under faculty supervision.

MKTG 6962. Elective. 1-4 Hours.

Offers elective credit for courses taken at other academic institutions.

MKTG 6964. Co-op Work Experience. 0 Hours.

Provides eligible students with an opportunity for work experience.

MKTG 7976. Directed Study. 1-4 Hours.

Offers independent work under the direction of members of the department on chosen topics.