Principles of Marketing

MKT240

This course provides an introduction and overview to marketing and the marketing environment. Emphasis is placed on the marketing environment, global marketing, marketing mix, and the interrelationship of the marketing mix and the marketing environment. The course analyzes distribution channels and the internet. Interlaced as part of the materials is international marketing as well as marketing for non-profit entities. Central to the course is the notion of marketing management and its tenets as interrelated with the core concepts.

3 Credits: 3 Lecture

Sales

MKT243

Introduction to the principles of selling and its role in the marketing process. Topics center on the techniques and practices used to develop and improve sales skills. Focused on business-to-business sales, the concepts apply to negotiating any form of agreement. The steps in the sales process - before, during, and after - as well as customer-centered problems and solutions that benefit both the customer and the organization are studied.

3 Credits: 3 Lecture

Sport Marketing

MKT309

Topics will include how to define, develop and implement an effective sport marketing strategy while recognizing the importance of the dynamic nature of the external environment. A variety of skills related to the promotion, selling, integration of various media with new technology in the advertising of sports, sport services, and events will be introduced. The importance of public relations and the development of sponsorships will be explored. Emphasis will be placed on creating customer value while also developing long term relationships with all partners and customers.

3 Credits: 3 Lecture

Prerequisites:
MKT240

International Marketing

MKT310

Study that provides the tools and knowledge necessary to think beyond domestic economies and to work in the international arena. Strategic and environmental approaches are utilized by outlining the major dimensions of the economic, social, geopolitical, legal, ethical and financial environments. Study includes conceptual and analytical tools to successfully apply the marketing mix elements to international and global marketing. Fall Only.

3 Credits: 3 Lecture

Prerequisites:
ECO111 and MKT240

Event Promotion

MKT314

Examination of promotional activities as specific to event management. Emphasis is placed on the promotional needs for specific events such as conventions, festivals, entertainment, and other sport event-based activities. Topics include public relations, advertising, direct marketing, use of social media and sales promotion.

3 Credits: 3 Lecture

Prerequisites:
FHD278 and MKT240

Marketing Research

MKT320

Analysis of methods used to satisfy marketing and business issues, such as planning, strategy, problem-solving, pricing, or control. Exposure to various marketing research techniques that are generally accepted in the industry today. Emphasis on understanding what issues can be addressed by marketing research, how to perform marketing research, and how to interpret and utilize the outcomes obtained through market research. Discussion of marketing research as it relates to information required to address an issue, design the method of collecting information, manage and implement the data gathering process, analyze and interpret the results, and communicate the findings and their implementation. Includes the use of PC-based statistical analysis software for marketing projects.

3 Credits: 3 Lecture

Prerequisites:
MKT240 and MTH157

Consumer Behavior

MKT325

A study in the "how" and "why" consumers behave as they do: what motivates them, causes them to be loyal, and gets their attention. The impact of social media and digital marketing on consumer behavior will also be analyzed.

3 Credits: 3 Lecture

Prerequisites:
MKT240

Advertising

MKT330

A comprehensive study of the field of advertising with an emphasis on marketing communications and an understanding of fundamental advertising issues, practices, trends, and strategies. A focus on the principal problems faced by advertisers and advertising agencies; policies and procedures used for solutions: advertising media evaluation and selection; and layout and copy preparation for effective advertising performance. Additional topics include legal and ethical issues; social media and digital marketing; effective brand position; the product life cycle; and advertising campaign management and budgeting.

3 Credits: 3 Lecture

Prerequisites:
MKT240

Customer Relationship Management

MKT350

Study of customer relationship management (CRM) as a key strategic process within all organizations. Course work focuses on process, strategy, and technology while following the CRM process, from understanding the fundamentals of CRM, which includes social media, through the implementation of CRM, and the analysis of CRM data. Topics include the CRM philosophy as well as the systems used to incorporate and integrate information from sales, marketing, and service.

3 Credits: 3 Lecture

Prerequisites:
MKT240

Introduction to Digital Marketing

MKT360

Introduction to the wide range of digital marketing strategies, tactics, and tools used to reach, attract, convert, and engage customers. Involves marketing, advertising, e-commerce, management, and communications, including hands-on experience with various digital marketing tools and tactics, creation and critique of digital marketing strategies, and exploratory assignments to examine the effectiveness of these tools. Emphasis will be placed on linking marketing strategy with the digital tools and tactics currently available to the digital marketer. Spring Only.

3 Credits: 3 Lecture

Prerequisites:
BIM120