MARKETING (MK) COURSE DESCRIPTIONS

302. CONSUMER BEHAVIOR 3 cr. Prerequisite: MK 301; prerequisite or corequisite: MN 325. Study of the consumer behavior process, including topics such as: information search, perception, memory and learning, attitudes, consumer decision strategies, environmental influences, purchase behavior, and post purchase product evaluation. Emphasis is on these processes as they influence the marketing process. Offered spring semester only; should be taken by students in their junior year.

308. MARKETING TECHNOLOGY 3 cr. Prerequisites: MK 301; MN 106. Examines the nature of database technology in marketing. Students will learn to build applications for specific marketing situations that include relational database design, interfacing databases, and structuring queries to maximize the information value of marketing databases. Offered both semesters.

310. CUSTOMER RELATIONSHIP MANAGEMENT 3 cr. Prerequisite: MK 301; prerequisite or corequisite: MK 302. Examines qualitative and quantitative techniques used to assess the nature and strength of customer relationships. Covers the creative and managerial aspects of building customer relationships. Evaluates various tools used to link customer relationship activities to performance metrics for an organization. Offered in the spring semester only.

341. ADVERTISING 3 cr. Prerequisite: MK 301. Economic and social role of advertising. Place of the advertising department and agency. Selection and use of media and special service groups. Creation of advertising campaigns and strategies. Offered fall semester only.

361. MULTINATIONAL MARKETING 3 cr. Prerequisite: MK 301. Principles and practices in the marketing of goods and services across international borders or in foreign countries. Special emphasis on adaptation of the marketing mix to other cultures, including their legal, social, technological, economic, and financial environment. Offered fall semester only.

395. SOCIAL ISSUES IN MARKETING 3 cr. Prerequisite: MK 301; PL 311 recommended. Examination of major social issues faced by marketing personnel and their customers: consumerism, pollution, discrimination, exhaustion of finite resources, treatment of disadvantaged, nutrition, role of government. Consideration of how these problems are addressed internationally. Typically offered bi-annually in the spring semester.

402. MARKET ANALYSIS 3 cr. Prerequisites: MK 301; AC 202 or 211; EC 206 or MT 123. Examination of the information necessary to understand the nature of a firm's performance in its markets. Topics include decision support and market information systems, profitability analysis, forecasting methods, analysis of sales, customers, market potential, competitors, channels, new products, positioning, segmentation and the marketing mix. Statistical analysis is also included. This course should be taken by seniors. Offered fall semester only.

405. SEMINAR IN MARKETING 3 cr. Prerequisite: MK 301 or as announced. Study of contemporary issues in marketing not covered in depth in other departmental courses. Specific topic, method of presentation, and student requirements will be designated by the seminar leader. Offered on a variable basis.

410. MARKETING DECISION SUPPORT SYSTEMS 3 cr. Prerequisites: MK 301; MK 308 or MN 341. Study of the applications of information technology to include systems that support decision-makers in the less structured, less specified problem environments of marketing. Students will be exposed to different support systems and learn the applications of different systems. Topics may include estimating consumer decisions, simulations, market response, advertising, selling, value analysis, graphics aids, and databases. Offered bi-annually in the spring semester.

433. PROFESSIONAL SELLING 3 cr. Prerequisite: MK 301. Role of personal selling in the organization's marketing mix with emphasis on customer problem solving and persuasive communication. Quantitative analysis, including sales and market potentials, sales forecasting, quotas, territory determination, and evaluation. Offered spring semester only.

434. SALES MANAGEMENT 3 cr. Prerequisite: MK 301. Study of the management of a sales force. Topics include sales force design, recruiting, selection, training, motivation, compensation, performance evaluation, sales analysis, and sales forecasting. Offered bi-annually in the spring semester.

438. BUSINESS TO BUSINESS MARKETING 3 cr. Prerequisite: MK 301. Characteristics of the industrial market and the unique management problems associated with the marketing of industrial goods and services. Issues relating to product policies, promotional methods, pricing, channels of distribution, and industrial buying behavior characteristics. Offered fall semester only.

441. ADVERTISING SEMINAR 3 cr. Prerequisite: MK 301. Instructor permission required. Students in this course form the JCU Collegiate Chapter of the American Advertising Federation, and participate in the National Student Advertising Competition. Course concludes with a formal presentation at the NSAC District 5 competition against participating chapters from Ohio, West Virginia, and Kentucky.

450. PRODUCT AND INNOVATION MANAGEMENT 3 cr. Prerequisite: MK 301. Covers the product management process especially as it applies to new product introductions. Students will learn about the innovation process, including the dynamics of rapidly changing environments and the marketing activities associated with the development and introduction of new products. Offered bi-annually in the fall semester.

470. INTERNET MARKETING 3 cr. Prerequisite: MK 301. Focuses on understanding the Internet as a source of marketing and as a source of business in consumer and business-to-business markets. Examines strategic challenges and opportunities for supplier management, customer relationship management, marketing communications, and new business development. Compares traditional channels of distribution and the Internet as well as Internet retailing versus brick-and-mortar retailing. Offered in the fall semester.

491. MARKETING RESEARCH 3 cr. Prerequisites: MK 301; EC 206 or MT 123. Study of survey, experimental, and field research design and practice. Collection, interpretation, and presentation of data from original and secondary sources. Application of statistical tests and methods for hypothesis testing. Offered bi-annually in the spring semester only.

495. MARKETING MANAGEMENT 3 cr. Prerequisites: MK 301, one other marketing course, and senior standing. Management of marketing in business enterprises. Marketing research and planning, product planning, channel policies, promotion, and pricing. Offered both semesters.

498. INDEPENDENT STUDY 1-3 cr. Prerequisites: 3.0 average in marketing, and consent of chair and faculty member. Research project supervised by a member of the department willing to act as adviser. The student selects an aspect of marketing, establishes goals, and develops a plan of study. The plan must be approved by the chair and filed with the dean's office. Consult the chair for departmental guidelines established for such study. Offered as needed.

PL 311. BUSINESS ETHICS 3 cr. Prerequisites: EC 201-202 or 211 212; junior standing. Application of ethical concepts to significant problems of business practice.

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