Marketing

The major thrust of this course is to help you understand the basics of marketing, both as a management tool and as a force in society. The course gives coverage to the dynamic world of business organization, from the sole proprietorship (entrepreneur) to the corporation. Through discussion, case studies, and the Internet, students explore the fundamentals of management, marketing, human resources, finance, and business in the global environment. Particular foci are given to the fundamentals of management, marketing, finance, and business in the worldwide context, with particular attention to the issues involved in entrepreneurship, franchising and formulating a business.

Comprehensive study of structure and functions of marketing system in the firm, economy, and society; analysis of target markets, environments, and managerial aspects of marketing practices. Learners will learn how marketers deliver value in satisfying customer needs and wants, appropriateness of service marketing products, services, and programs to serve these markets, and determine which target markets the organization can best serve. Other topics for this course include branding pricing strategies, product development, marketing research, promotion, and service marketing supply chain management. Through out the course, marketing metrics will be used throughout the course to assess the impact of marketing strategies.

This course emphasizes the complexities of business decision making within an ethical framework. After identifying the wide variety of ethical issues facing individuals in business and the moral philosophies which can be applied, the course will develop an ethical decision-making framework. Both the role of the individual and of the organization in influencing ethical decision-making will be emphasized as will the impact of cultural influences on international business ethics. Managing ethics will be proposed as an essential part of the function of organizational leaders.

Purchasing and supply management. Special attention will be given to the process that encompasses the link between the point-of-sale interest to the delivery of products or services to the customer. operations management, transportation, and logistics.

This course offers strong background concepts on where marketing meets the Internet and other forms of new media, such as smartphones and including game consoles. Specifics include online advertising and participating in social media, but it can also include online listening and monitoring and search engine optimization. In addition, the course provides a structured and comprehensive look at the complex and challenging areas of Digital Marketing. Classic marketing principles will be applied to Digital Marketing. 

This course introduces the learners to the theory of consumer behavior and relates it to the practice of marketing from the standpoint of needs and wants the process by which they are satisfied, and the environment in which the behavior occurs. The learners will explore the various concepts developed in psychology, economics, and sociology and their relationship to consumer behavior. Emphasis will be grounded on frameworks on how internal and external influences shape behavior.

The course introduces a wide range of behavioral concepts. It explores the strategic implications of customer behavior for marketers. The course challenges students to explore the realities and implications of buyer behavior in traditional and e-commerce markets. The key to the course is demonstrating how an understanding of buyer behavior can improve strategic decision-making.

Introduction to advertising, including agencies, media, layout, copy, typography; emphasis on various media associated with sales promotion, and the need to coordinate the entire promotional mix. Other areas of emphasis will include developing effective advertising programs, when and how to use refunds, coupons, contests, trade shows, etc.

Changing retailing concepts from management viewpoint; principles that underlie enterprises' successful operation distributing products and services to ultimate consumers.

Basics of personal selling: preparation, personality development, communications, sales interview techniques, ethics, and career opportunities; selling skills developed via sales presentations, role-playing, audio-visual self-observation, and use of sales aids.

Comprehensive study of marketing strategies implementation; computer simulated case studies; projects developed for integration of marketing practice in contemporary business applications. Student should take in final semester (Cross listed with MGNT 353)

Analysis of logistics activities, distribution network alternatives, and customer service aspects; examination of freight traffic function within firm's logistics system, analysis of rate and classification systems, and carrier selection; evaluation of logistics procedures and strategies and their appropriateness to different industries.

The course analyzes operations management's role in manufacturing and service organizations. Topics include production planning, master scheduling, inventory control, material requirements planning, personnel planning, quality control, and just-in-time systems.

Research methods and procedures used in marketing to solve business problems; traditional and innovative research designs, sampling, data analysis, dissemination of results; applications of analytical techniques; hypothesis testing, regression, analysis of variance; database marketing, data mining research.

Develop an ability to evaluate, implement, and lead effective marketing programs in service companies and organizations. Specifically, the course offers students knowledge of how marketing plays a crucial role in these organizations' success or failure. Broadens and applies marketing concepts and techniques in services industries and compares to tangible goods marketing, all within the framework of total quality management.

Implementation of a direct marketing program, including telemarketing, electronic media, cataloging, direct mail, direct response advertising, and how it fits into overall marketing strategies.

Sales management functions of recruiting and hiring, training and assimilating, planning, controlling and motivating, leadership, direction, and evaluation of the sales force and includes sales analysis; the role of personal selling in the promotional mix and sales objectives of management.

Emphasis on fundamental skills in negotiation across a variety of settings, including business, law, health care, and public administration; basics of both collaborative and competitive approaches, including planning tools and techniques; will address international focus.

Bases and promotion of foreign trade; international marketing organizations and methods; technical and financial features of worldwide marketing.

Learners will engage in a structured internship experience in business organization to gain on-the-job experience. The Marketing Internship is a supervised work experience within an organization’s marketing function. The specific work environment and learner’s job responsibilities must be approved, in advance, by supervising faculty. Students will be required to maintain a detailed journal relative to their workplace activities, establish specific learning goals, complete a reflective essay regarding the experience, and will be evaluated by their workplace supervisor. Learners must work a minimum of sixty (60) hours in the internship environment per credit hour earned. Internship to be approved and supervised by a faculty member Credit allowed only after acceptance of student’s written report- (Course is repeatable for up 6 credit hours. 6 credit hours of course (300-400 Level) is required for students who desire a non-internship experience).