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Graduate Catalog 2014-15

MARKETING (MKTG)

466-3 MARKETING ON THE INTERNET. Focus on marketing issues surrounding commercialization of World Wide Web and other emerging electronic media. Examines impact of digital technology on strategic marketing planning. Prerequisite: MKTG 300.

470-3 SPORT MARKETING. Sport marketing mix decisions from perspective of organizations that offer sports-related products and those that use sport to promote other products and services. Prerequisite: MKTG 300 or consent of instructor.

471-3 ADVERTISING POLICY AND MANAGEMENT. Strategic role of persuasive communication. Concepts and methods necessary to develop advertising programs. Advertising planning and budgeting in the context of achieving marketing objectives. Prerequisite: MKTG 300.

472-3 SALES POLICY AND MANAGEMENT. Organization and operational functions of salespeople and sales managers. Selling skills, forecasting, recruiting, selection, training, territory design and assignment, supervision, compensation, motivation, and performance appraisal. Prerequisite: MKTG 300.

474-3 RETAIL POLICY AND MANAGEMENT. Functions, organization, management of retail enterprises. Impact of recent and contemporary forces. Systems for merchandising and promotional activities. Retailing careers and appropriate preparation. Prerequisite: MKTG 300.

475-3 CONSUMER BEHAVIOR. Consumer motivation, buying behavior, group influence, cultural forces, information processing, product diffusion. Explanatory theories and product development. Prerequisite: MKTG 300.

476-3 INTERNATIONAL MARKETING. Impact of tariffs, cultural/social restrictions, economic political environments, legal restrictions. International distribution pricing, multinational product planning, communications decisions, international marketing research. Prerequisite: MKTG 300.

478-3 INTERMEDIATE MARKETING RESEARCH. Marketing research project planning and development. Emphasizes design and execution of custom research projects, data analysis, report preparation and presentation. Prerequisite: MKTG 377.

479-3 SPECIAL TOPICS IN MARKETING. Contemporary issues/problems in marketing. Topic varies when offered. Examples: service marketing, industrial marketing, non-profit marketing, and other significant topics. May repeat once for a maximum of 6 hours provided no topic is repeated. Prerequisites: MKTG 300; consent of instructor.

480-3 ADVANCED MARKETING MANAGEMENT. Market structure and behavior. Researching and selecting marketing opportunities, developing marketing strategies; planning marketing tactics, implementing and controlling marketing efforts. Prerequisites: senior standing; MKTG 377 or equivalent.

490-1 to 3 INDEPENDENT STUDY IN MARKETING. Topical areas in greater depth are unavailable in regular courses. Individual or small group readings and/or research projects. May be repeated by permission to a maximum of 6 hours as topic varies. Prerequisites: consent of instructor and department chairperson.

525-3 MARKETING ANALYSIS AND APPLICATIONS FOR MANAGERIAL DECISION MAKING. Decision-oriented overview of marketing management in creating value by analyzing customer responses for designing products, prices, channel and communication strategies for planning marketing effort.

530-3 MARKETING PLANNING AND STRATEGY. Analytical tools and decision paradigms for marketing planning and strategy. Emphasizes integration of information, segmentation and elements of marketing plan to achieve competitive advantage. Prerequisite: MKTG 525.

532-3 SERVICES MARKETING. Service systems and service management with emphases in services quality and satisfaction, service strategy, service recovery, marketing differentiation and positioning in services industries. Prerequisite: MKTG 525.

534-3 ADVERTISING RESEARCH. Advertising research using both theory based literature and practical application of current theories of advertising and persuasion. Prerequisite: MKTG 525.

540-3 BUYER BEHAVIOR. Organizational and consumer behavior models; internal/external factors influencing choice processes; attitudes, intentions, and information processing; measurement and research; applies behavioral theories to marketing decisions. Prerequisites: MKTG 525.

541-3 NEW PRODUCT DESIGN, DEVELOPMENT, AND MANAGEMENT. Theoretical and pragmatic issues for developing new products and services and managing ongoing products and services. Analytical decision making applied to product design, positioning, research, adoption and diffusion. Prerequisites: MBA 521, MKTG 525.

542-3 PROMOTION MANAGEMENT. Communications from marketer to market using advertising, personal selling, publicity, and sales promotion. Managerial analysis, strategy, programming, evaluation emphasized. Prerequisites: MKTG 525.

543-3 CHANNEL MANAGEMENT. Development and management of channel and distribution systems in restrictive, dynamic environments. Communication, control, performance, customer service. Prerequisites: MKTG 525.

544-3 MARKETING RESEARCH FOR DECISION MAKING. . Marketing management information needs. Data collection and interpretation for decision-making. Research design, survey methods, sampling, questionnaire and experimental designs, data analysis. Prerequisites: MBA 521, MKTG 525.

545-3 HEALTH CARE MARKETING. Application of marketing strategies and techniques to health care of organizations. Focus on identifying appropriate client-oriented marketing programs. Prerequisite: MKTG 525.

546-3 RESEARCH DESIGN AND DATA COLLECTION PROCEDURES. Advanced consideration of management of marketing research process, research designs, sources of marketing data, qualitative and quantitative data collection procedures, measurement, scaling, questionnaire design. Prerequisite: MKTG 544.

548-3 MARKETING RESEARCH METHODOLOGY AND DATA ANALYSIS. Comprehensive and practical considerations of research methodology, data characteristics and processing, multivariate data analysis approaches (statistical considerations and applications), communication of marketing research results. Prerequisite: MKTG 546.

550-3 MARKETING RESEARCH PROJECT AND STRATEGY. Integration of all aspects of marketing research into comprehensive plans and courses of action. Project planning, design, and execution including client service and management. Prerequisites: MKTG 530; 548.

560-3 SPECIAL TOPICS IN MARKETING RESEARCH. Advanced issues such as research ethics, promotion research, international research, online data collection and reporting. Depending on topic instructor's approval may be needed. May be repeated once for a total of 6 hours provided no topic is repeated. Prerequisite: MKTG 525.

561-3 DATABASE MARKETING. Applications of database technology to implementation of marketing strategies. Focus on use of databases in relationship marketing and customer-satisfaction management. Prerequisite: MKTG 525.

562-3 SYNDICATED DATA ANALYSIS. Identification of the marketing uses of information from syndicated scanner data. Experience with the principle syndicated data technologies and suppliers. Prerequisite: MKTG 525.

595-1 to 3 SEMINAR IN MARKETING. Interpretation and discussion of current developments. Impact and analysis of current issues. May be repeated to a maximum of 6 hours provided no topic is repeated. Prerequisites: MKTG 525.

597-1 to 3 INDEPENDENT STUDY IN MARKETING. Topical areas in greater depth are unavailable in regular courses. Individual readings and/or research projects. May be repeated to a maximum of 6 hours. Prerequisite: consent of instructor and chairperson.

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