Marketing (MRKT)

MRKT 323, ADVANCED APPLICATION OF MARKETING PRINCIPLES, 4 Credits

Develop an understanding of how a market-orientation can help firms to profitably deliver value to targeted customers. Through a combination of case discussions, preparation of a client project, lectures and in-class activities, analyze complex marketing challenges; make strategic decisions for products, services, and brands, based on marketing principles; and persuasively communicate decisions.

Prerequisite: BA 223 with C or better or BA 223H with C or better or BA 390 with C or better or BA 390H with C or better

Equivalent to: MRKT 390

Available via Ecampus

MRKT 396, FUNDAMENTALS OF MARKETING RESEARCH, 4 Credits

Introduction to the fundamentals of market research. Provides a basic understanding of marketing research and relevant decisions in the process.

Prerequisite: (BA 275 with C- or better or BA 275H with C- or better or BA 276 with C- or better or ST 202 with C- or better) and (BA 223 [C] or BA 223H [C] or BA 390 [C] or BA 390H [C])

Equivalent to: BA 396

Available via Ecampus

MRKT 477, INTEGRATED MARKETING ANALYTICS PROJECT, 4 Credits

Students will integrate what they have learned to solve industry-sponsored problems. The goal of the class is to provide students with opportunities to design, implement, and evaluate analytic solutions for a real-world enterprise. Student teams will examine the data requirements, technical requirements, and organizational requirements necessary for the success of analytical solutions. The specific goal of the class is to provide students real-world case studies that examine the role of analytics in an organization. Special emphasis will be given to the implementation and leadership of the analytical function in an enterprise.

Prerequisite: BA 474 with C- or better and BA 475 [C-]

MRKT 484, DIGITAL MARKETING PLATFORMS, 4 Credits

Examines the major digital channels and platforms for digital marketing, theories and techniques of digital marketing, implementation considerations, and associated risks and limitations.

Prerequisite: BA 223 with C or better or BA 223H with C or better or BA 390 with C or better or BA 390H with C or better or MRKT 390 with C or better

Available via Ecampus

MRKT 485, SEARCH MARKETING, 4 Credits

Examines the fundamentals of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) and how they can be integrated into an overall marketing strategy to maximize brand visibility and performance.

Prerequisite: BA 223 with C or better or BA 223H with C or better or BA 390 with C or better or BA 390H with C or better or MRKT 390 with C or better

Available via Ecampus

MRKT 486, CUSTOMER RELATIONSHIP MANAGEMENT, 4 Credits

An integration of people, process and technology. Emphasizes how individuals and companies can gain the return on investment that they expect through technology implementation, service and business process mapping, employee training, customer relationship, customer life time value, technology solutions that track customer data and employee performance.

Prerequisite: BA 223 with C or better or BA 223H with C or better or BA 390 with C or better or BA 390H with C or better

Equivalent to: BA 486

Available via Ecampus

MRKT 488, PROFESSIONAL SALES, 4 Credits

Emphasizes coverage and utilization of principles and theory of personal selling to address sales opportunities in a variety of contexts. Focuses on the use of sales skills by professional salespeople.

Prerequisite: BA 223 with C or better or BA 223H with C or better or BA 390 with C or better or BA 390H with C or better or MRKT 390 with C or better

Equivalent to: BA 491

Available via Ecampus

MRKT 489, PERSONAL SELLING SKILLS AND TECHNIQUES, 4 Credits

Introduces sales principles and the sales process, with a focus on practical application of personal selling skills in any business situation. Content balances theory with skills development in a variety of business contexts.

Prerequisite: BA 223 with C or better or BA 223H with C or better or BA 390 with C or better or BA 390H with C or better

Available via Ecampus

MRKT 491, QUALITATIVE RESEARCH METHODS, 4 Credits

Students will gain an overall understanding of qualitative research and methods such as focus groups, in-depth interviews, and observational research. Explores qualitative research methods through hands-on learning and experiences.

Prerequisite: BA 223 with C or better or BA 223H with C or better or BA 390 with C or better or BA 390H with C or better or MRKT 390 with C or better

Available via Ecampus

MRKT 492, CONSUMER BEHAVIOR, 4 Credits

Understanding the processes that lead to purchase, so as to improve decisions on segmentation and the appropriate marketing mix for each segment. How consumers and households make decisions, and why different individuals/groups make different decisions. Application of behavioral science concepts at individual, subcultural and cultural levels. Effects of consumerism and regulation also are considered.

Prerequisite: BA 223 with C or better or BA 223H with C or better or BA 390 with C or better or BA 390H with C or better or MRKT 390 with C or better

Equivalent to: BA 492, MRKT 492H

Available via Ecampus

MRKT 492H, CONSUMER BEHAVIOR, 4 Credits

Understanding the processes that lead to purchase, so as to improve decisions on segmentation and the appropriate marketing mix for each segment. How consumers and households make decisions, and why different individuals/groups make different decisions. Application of behavioral science concepts at individual, subcultural and cultural levels. Effects of consumerism and regulation also are considered.

Attributes: HNRS – Honors Course Designator

Prerequisite: BA 223 with C or better or BA 223H with C or better or BA 390 with C or better or BA 390H with C or better or MRKT 390 with C or better

Equivalent to: BA 492, MRKT 492

MRKT 493, INTEGRATED MARKETING COMMUNICATIONS, 4 Credits

Analysis of the influence of marketing communications on the attitudes and behaviors of consumer and industrial buyers. Identification and examination of the major decisions made by marketing/advertising managers in implementing the promotional mix.

Prerequisite: BA 223 with C or better or BA 223H with C or better or BA 390 with C or better or BA 390H with C or better or MRKT 390 with C or better

Equivalent to: BA 493

Available via Ecampus

MRKT 495, RETAIL MANAGEMENT, 4 Credits

Management of retail business with emphasis on strategic planning, analysis, and control, focused on middle- and upper-middle management decisions.

Prerequisite: BA 390 with C- or better or BA 390H with C- or better or BA 223 with C- or better or BA 223H with C- or better

Equivalent to: BA 495

Available via Ecampus

MRKT 496, MARKETING RESEARCH PRACTICUM, 4 Credits

Provides the student with practical experience in the collection, analysis and interpretation of primary data.

Prerequisite: MRKT 396 with C or better or BA 396 with C or better

Equivalent to: BA 496

Available via Ecampus

MRKT 497, GLOBAL MARKETING, 4 Credits

Consideration of cultural, political, regulatory, economic and trade barriers in the design of marketing plans for product development, pricing, channels of distribution; and promotion alternatives in a global market.

Prerequisite: (BA 347 with C- or better or BA 347H with C- or better) and (BA 390 [C-] or BA 390H [C-] or BA 223 [C-] or BA 223H [C-])

Equivalent to: BA 497

MRKT 498, SERVICES MARKETING, 4 Credits

Formulation of strategic and tactical marketing plans for organizations (both profit and not-for-profit) in the service sector of the economy. Projects or cases are used to provide a comprehensive experience.

Prerequisite: BA 223 with C or better or BA 223H with C or better or BA 390 with C or better or BA 390H with C or better or MRKT 390 with C or better

Equivalent to: BA 498

Available via Ecampus

MRKT 499, MARKETING STRATEGY, 4 Credits

Identifies and analyzes marketing problems and opportunities. Conducts market and competitive analysis. Implements marketing concepts, strategies, and tactics to achieve the marketing objectives of the business enterprise. Projects or cases are used to provide a comprehensive experience.

Prerequisite: MRKT 396 with C- or better and MRKT 492 [C-]

Available via Ecampus

MRKT 578, MARKETING STRATEGY CAPSTONE, 4 Credits

Provides a holistic, integrative perspective on marketing activities. Considers how to assess, construct, and apply business strategies to generate and sustain value.

Prerequisite: BA 590 with B- or better

Recommended: MRKT 592 taken before or concurrently

MRKT 584, DIGITAL MARKETING PLATFORMS, 4 Credits

Examines the major digital channels and platforms for digital marketing, theories and techniques of digital marketing, implementation considerations, and associated risks and limitations.

Recommended: BA 516

Available via Ecampus

MRKT 585, SEARCH MARKETING, 4 Credits

Examines the fundamentals of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) and how they can be integrated into an overall marketing strategy to maximize brand visibility and performance.

Recommended: BA 516

Available via Ecampus

MRKT 586, CUSTOMER RELATIONSHIP MANAGEMENT, 4 Credits

An integration of people, process and technology. Emphasizes how individuals and companies can gain the return on investment that they expect through technology implementation, service and business process mapping, employee training, customer relationship, customer life time value, technology solutions that track customer data and employee performance.

Recommended: BA 516

Available via Ecampus

MRKT 587, DESIGNING CUSTOMER EXPERIENCES, 3 Credits

Allows students to explore the process of designing customer experiences in ways that allow firms to successfully deliver value in a complex, dynamic competitive environment. Building on knowledge developed through collaboration, generation of customer insights, and mapping exercises, students will work in teams to design a customer experience for an industry client. Lec/studio.

Prerequisite: BA 590 with B- or better and MRKT 592 [B-]

MRKT 588, PROFESSIONAL SALES, 4 Credits

Emphasizes coverage and utilization of principles and theory of personal selling to address sales opportunities in a variety of contexts. Focuses on the use of sales skills by professional salespeople.

Available via Ecampus

MRKT 589, PERSONAL SELLING SKILLS AND TECHNIQUES, 4 Credits

Introduces sales principles and the sales process, with a focus on practical application of personal selling skills in any business situation. Content balances theory with skills development in a variety of business contexts.

Recommended: BA 516

Available via Ecampus

MRKT 592, CONSUMER BEHAVIOR, 3 Credits

Understanding the processes that lead to purchase, so as to improve decisions on segmentation and the appropriate marketing mix for each segment. How consumers and households make decisions, and why different individuals/groups make different decisions. Application of behavioral science concepts at individual, subcultural and cultural levels. Effects of consumerism and regulation also are considered.

Recommended: BA 516

Available via Ecampus

MRKT 593, INTEGRATED MARKETING COMMUNICATIONS, 3 Credits

Analysis of the influence of marketing communications on the attitudes and behaviors of consumer and industrial buyers. Identification and examination of the major decisions made by marketing/advertising managers in implementing the promotional mix.

Recommended: BA 516

Available via Ecampus

MRKT 595, RETAIL MANAGEMENT, 4 Credits

Management of retail business with emphasis on strategic planning, analysis, and control, focused on middle- and upper-management decisions.

Equivalent to: BA 595

Recommended: (BA 390 or BA 390H or BA 590) with a minimum grade of C-

Available via Ecampus

MRKT 597, GLOBAL MARKETING, 4 Credits

Consideration of cultural, political, regulatory, economic and trade barriers in the design of marketing plans for product development, pricing, channels of distribution; and promotion alternatives in a global market.

Equivalent to: BA 597

Recommended: BA 347 and (BA 390 or BA 390H or BA 590) with a minimum grade of C-

MRKT 599, SELECTED TOPICS IN MARKETING, 1-4 Credits

Concepts and methods in advanced marketing management practice. Latest theoretical developments and quantitative methods in marketing, with particular relevance to managerial applications. Topics will vary from term to term.

Equivalent to: BA 599

This course is repeatable for 16 credits.

MRKT 690, MARKETING AND COMMERCIALIZATION, 3 Credits

Surveys marketing research related to innovation. Specific topics may change from quarter to quarter, but sample topics include research on marketing strategy, consumer behavior, brand equity, brand management, and product management, each from the perspective of the consumer and the firm.