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
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 ST 202 with C- or better) and (BA 223 [C] or BA 223H [C] or BA 390 [C] or BA 390H [C])
Available via Ecampus
MRKT 451, SPORTS MARKETING, 2 Credits
Explores the complex and diverse nature of sports marketing. Applies fundamental marketing concepts to the sports industry, including the marketing mix, consumer behavior, segmentation analysis, and assessment of marketing programs specific to sports. Guidelines for the formulation of marketing goals and strategies are included.
Prerequisite: BA 350 with C- or better
Available via Ecampus
MRKT 452, SPORTS SPONSORSHIP, 2 Credits
Considers the relation between sports and corporate sponsorship programs. Focuses on alignment marketing issues, strategic communication through sponsorship, sponsor value, and sponsorship evaluation.
Prerequisite: MRKT 451 with C- or better
Available via Ecampus
MRKT 477, INTEGRATED MARKETING ANALYTICS PROJECT, 4 Credits
Integrate what you have learned to solve industry-sponsored problems. Provides 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. Provides 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 or BANA 470 with C- or better) and (BA 475 [C-] or BANA 471 [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
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
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
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
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
Gain an overall understanding of qualitative research and methods such as focus groups, in-depth interviews, and observational research. Explore 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
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
Equivalent to: 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
Equivalent to: 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
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
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
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-])
Available via Ecampus
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
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-] or MRKT 492H [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
Available via Ecampus
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 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.
Recommended: BA 390 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.
Recommended: BA 347 and (BA 390 or BA 223 or BA 590) with a minimum grade of C-
Available via Ecampus
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.
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.