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Marketing (MK)
301. MARKETING PRINCIPLES 3 cr. Prerequisites: EC 201-202.
Introduction to the field of marketing, including its economic, social,
and legal environment. Buyer motivation and behavior in both consumer
and industrial markets. Topics include distribution, pricing, promotion,
product decisions and strategies, marketing in an international environment,
and management of ethical problems.
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;
BI 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.
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.
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.
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.
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.
410. MARKETING DECISION SUPPORT SYSTEMS 3 cr. Prerequisites:
MK 301; MK 308 or BI 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.
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.
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.
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.
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.
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.
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.
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.
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 advisor. 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.
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