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Marketing 2019-03-08T16:36:29+00:00

Marketing

Marketing

Preparation for the Major

This course introduces students to the accounting information reported to external users, including the accounting cycle, valuation of assets, liabilities and owners’ equity, measurement of net income, and reporting of cash flows. This course also introduces students to the business environment and vocabulary, as well as ethics and related areas of accounting such as managerial accounting, taxation, auditing, and attestation. Emphasis is on creation and interpretation of financial statements including required disclosures.

Prerequisite: Completion of ACCT 201 with a minimum grade of C-. This course introduces students to the accounting information created for internal decision makers, including product costing, cost-volume-profit analysis, budgetary control, and incremental analysis. This course focuses on strategic cost management to support efficient use of company resources.

This course is designed to provide students with an introduction to the various areas of law that pertain to business and to teach students to critically evaluate legal issues. This course examines the legal and ethical laws, rules, and standards of conduct relating to business operations and administrations. Topics of discussion include constitutional law, tort law (negligence and intentional torts), contracts, business entities, agency, and employer-employee legal issues. The scope of the course also includes discussion of public policy and ethics in shaping the development of these areas of law and how they relate to ethical obligations in business transactions.

This course covers writing strategies and language choices in business writing, where students will practice using different business formats, document designs, and organizational styles. Students will also conduct research, analyze findings, and make a recommendation to their readers.

Examination of fundamental concepts and tools for understanding the economic behavior of households, firms, and markets. Covers demand and supply, marginal analysis, production costs, profit maximization and pricing of resources. Explains price and output decisions in various market structures. Applications of microeconomic analysis in addressing public, social, environmental and global issues and problems.

A study of government fiscal and monetary policy tools to manage inflation, unemployment and growth. Covers national accounting system, aggregate demand and supply, and impact on macroeconomic variables affecting savings & investment, income & wealth, money & interest rates, credit & capital and international trade and exchange.

Core Courses

This course introduces students to the theoretical and applied behavioral aspects involved in the effective management of organizations, including individual differences, motivation, communication, group dynamics, power, conflict, decision-making, and leadership.

This course introduces students to statistical concepts and methods relevant to business problems, model building and analysis, as well as case studies and intensive use of statistical software.

This is a foundation course providing students with an overview of the role and process of marketing as a system of exchanges within society, the economy, and business organizations. This course covers topics about strategic planning, market segmentation, environmental scanning, marketing strategies, marketing mix elements, consumer and business buying behaviors, and marketing research.

Prerequisite: BUS 304 with a minimum grade of C-. This course offers an intensive study of the elements associated with the design and operation of companies in manufacturing and service industries and the integration of these elements within the entire corporate strategy, including operations in global markets, designing and controlling the transformation process, and planning for operations. This course also focuses on the quantitative model building approach to problem-solving with extensive use of computer software.

This course examines the financing and investment decisions made by firms’ financial managers. Subjects include financial mathematics, capital budgeting, valuation of financial securities, risk and return, cost of capital, capital structure, dividend policy, and financial analysis and planning.

This course introduces students to subjects in management information systems, including computer hardware and software, databases, information systems development, and the role of information systems in the organization. Three hours of lecture and two hours of laboratory.

Prerequisite: MKTG 305 with a minimum grade of C-. This course provides an overview of service quality with marketing frameworks and strategies used by manufacturing and service firms to compete effectively through service. Subjects include gap analysis of service quality, services marketing triangle, marketing mix for services, service blueprinting, consumer behavior, service encounter analysis, services research methods and demand management.

Prerequisite: MKTG 305 with a minimum grade of C-. This course examines the psychological, social, and cultural aspects of consumers and organizational buyers to understand their needs, wants, preferences, and behaviors. Students will learn how to identify market segments and develop targeted marketing strategies and programs.

This course provides an in-depth examination of selling strategy and practices as an integral part of the total marketing system, including territory management, consultative selling, negotiation, and system selling.

This course introduces to students to direct marketing as part of a company or organization’s marketing program. Major direct marketing media and methods will be discussed, including: direct mail, broadcast and print advertising, Internet and interactive media, catalogs, telemarketing, data base creation, as well as management and effective measurement for direct marketing programs.

Prerequisites: MKTG 305 with a minimum grade of C-. This course examines the determinants of communication effectiveness and efficiency, the components of marketing communication, and the process of designing, implementing, controlling, and evaluating marketing communication strategies.

Prerequisites: MKTG 305 with a minimum grade of C-. This course focuses on the management of sales forces by examining how to plan, implement and evaluate the sales effort. Key responsibilities of sales managers are examined. These include planning, recruiting, training, motivating and evaluating the sales force. Attention is also given to sales forecasting, territory design and quota setting methods.

Prerequisites: MKTG 305 with a minimum grade of C-. This course acquaints students with the challenges, constraints, and opportunities presented by the global environment. Emphasis will be placed on the types of marketing strategies that can be used to exploit opportunities and overcome challenges in the global marketplace. Focuses not simply on how to successfully enter markets overseas, but on how strategies in the domestic market can be integrated into a firm’s overall global marketing strategy.

Prerequisites: BUS 304, MIS 304, and MKTG 305 with a minimum grade of C-. Database Marketing involves systematic collection, analysis, and application of customer information to build long-term customer relationships. This course draws upon database management, statistics, finance, and marketing skills. Discussion focuses on what critical customer information should be collected and how to maintain it in relational databases. Students learn to analyze databases to predict customer behaviors, retention rates, and levels of spending and use these databases to make informed choices concerning which customers to target and how to develop long-term relationships with them.

This course examines the impact of culture on managerial decisions in a number of industries and countries to highlight the complexities of management in a global environment.

Prerequisites: BUS 304 and MKTG 305 with a minimum grade of C-. This course examines marketing research process, research design, instrument development, measurement and scaling, sampling, primary and secondary data analysis, and research reporting for marketing decisions.

This course discusses an array of topics related to internet/interactive marketing. Topics covered include: marketing and communication in digital networked environments, intersection of business issues, marketing programs, interactive technology, web site design and evaluation, e-commerce, online customer experience, search engine optimization, personalization, online advertising, and mobile marketing.

This course introduces students to strategic planning, integration, management, and control of the marketing functions and mix, as well as how to apply decision techniques for marketing problem solution.