2017-2018

Marketing Department

Concentration in Marketing

Objectives

  • Identify why the customer is at the center of marketing efforts;
  • Describe the marketing mix elements and explain how they are used to develop and refine effective marketing programs to reach global and domestic target markets;
  • Identify the categories of external environmental factors and discuss how they influence marketing decision making;
  • Recognize and discuss the various ethical issues that companies face when marketing their goods and services;
  • Analyze, select, and taget market segments;
  • Position products, services and/or brands for competitive advantage;
  • Develop and use the marketing mix to acquire, defend and enhance the product/service/brand position;
  • Use technology to quantitatively and qualitatively analyze and evaluate market opportunities and current performance to provide feedback for adjusting marketing program for optimal performance.

Marketing is a creative, dynamic, and exciting career for business leaders and professionals. Marketing is concerned with the activities that influence the flow of goods, services, and ideas between producers and consumers or organizations. Marketing is responsible for making the organization responsive to its environments, for meeting the needs of a multitude of publics, and for managing growth.

Marketing involves the identification and selection of markets, analysis of consumer and organizational needs and buying behavior, forecasting of anticipated actions, product planning and development, packaging, pricing, logistics, distribution, selling, advertising, and sales promotion.

Today, successful organizations in the profit and not- for-profit sectors are market-driven with an emphasis on creating long-term relationships. Technology and communication are forces that provide organizations access to global market opportunities, opening new and exciting avenues for business professionals.

Career opportunities in marketing are varied and may revolve around specialized areas such as advertising, public relations, sales, and marketing research. Students may also pursue careers as generalists, including marketing management, product management, and strategic planning.

Marketing Minor

The marketing minor is designed to give students a business perspective that is market-oriented. It will allow students concentrating in other business areas and in liberal arts to cultivate an understanding of key aspects in the field of marketing. Most modern organizations operate under the basic premises of marketing: customer-orientation, organizational integration and long-term orientation. Through prudent course selection, students can gain knowledge in specialized areas of marketing such as sales, advertising and research or develop a general marketing minor.

Marketing Analytics Minor

The marketing analytics minor is designed to give students the conceptual background and applied tools necessary to conduct analysis of databases of markets, consumers, or products, the results of which would be used to drive decision making in organizations. Business and policy decisions are increasingly driven ‘by the numbers.’ Marketing decision makers, in particular, base decisions upon hard data and often complex analysis of customers. Successful careers in marketing and a variety of other fields require a deep understanding of marketing analytics, including how to develop, interpret, and present analytics.

Sales Minor

The sales minor is designed to give students both a theoretical background and applied experience in the field of sales. A well-educated and trained professional sales force is critical to businesses’ ability to provide value to their customers and effectively satisfy needs. Many students, regardless of their major or chosen profession, will be involved in selling products, services, or ideas and will have more successful careers if they understand the concepts of the selling process and can effectively apply those skills.

Concentration

Courses

MKT 201. Foundations of Marketing Management. 3 Credit Hours.

This course exposes students to a systems-oriented approach to marketing that is both theoretical and applied. Students examine the major environmental forces that challenge the marketing manager today and, in the process, learn marketing methodology used in the field. Students explore topics like marketing research, buying behavior, segmentation, targeting, and Marketing Mix (product, distribution, promotion, and pricing).
Pre/Corequisites: ACG 203 or ISA 201
Prerequisites: GFOB 100 and ECO 113 and ECO 114 and sophomore standing
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

Fall 2017MKT 201A1451MWF1:00pm - 1:50pm(S. Boyer)
Fall 2017MKT 201AE1481M6:30pm - 9:10pm(S. Potter)
Fall 2017MKT 201B1454TTh8:00am - 9:15am(S. Potter)
Fall 2017MKT 201C1456TTh9:30am - 10:45amTBD
Fall 2017MKT 201D1458MWF9:00am - 9:50am(E. Notarantonio)
Fall 2017MKT 201E1461MWF10:00am - 10:50am(E. Notarantonio)
Fall 2017MKT 201F1463TTh3:30pm - 4:45pm(J. McKay-Nesbitt)
Fall 2017MKT 201G1450MWF12:00pm - 12:50pm(S. Boyer)
Fall 2017MKT 201I1462TTh2:00pm - 3:15pm(J. McKay-Nesbitt)
Summer 2017MKT 201F4108MTWThF9:00am - 10:30am(S. Yoon)
Spring 2018MKT 201A3425TTh9:30am - 10:45am(E. Notarantonio)
Spring 2018MKT 201AE3424M6:30pm - 9:10pmTBD
Spring 2018MKT 201B3427MWF9:00am - 9:50am(S. Potter)
Spring 2018MKT 201C3477MWF10:00am - 10:50am(S. Potter)
Spring 2018MKT 201CE3432T6:30pm - 9:10pmTBD
Spring 2018MKT 201D3428TTh2:00pm - 3:15pmTBD
Spring 2018MKT 201E3429TTh3:30pm - 4:45pmTBD
Summer 2018MKT 201F4112MTWThF9:00am - 10:30amTBD

MKT 201G. Global Dimensions of Marketing. 3 Credit Hours.

This course exposes students to a systems- oriented approach to marketing that is both theoretical and applied. Students examine the major environmental forces that challenge the marketing manager today and, in the process, learn marketing methodology used in the field. Students explore topics like marketing research, buying behavior, segmentation, targeting, and Marketing Mix (product, distribution, promotion, and pricing). Although this course deals with common marketing concepts and problems, these topics are analyzed in a broader, international context.
Pre/Corequisites: ACG 203 or ISA 201G
Prerequisites: BSIB major, GFOB 100G and ECO 113 and ECO 114 and Sophomore standing
Session Cycle: Fall
Yearly Cycle: Annual.

Fall 2017MKT 201GA1516TTh9:30am - 10:45am(S. Zdravkovic)
Fall 2017MKT 201GB1515MWF10:00am - 10:50am(T. Jayaraman)
Fall 2017MKT 201GC1514MWF9:00am - 9:50am(T. Jayaraman)
Fall 2017MKT 201GHN1517TTh11:00am - 12:15pm(S. Zdravkovic)

MKT 203. Honors Contemporary Marketing Principles Seminar. 3 Credit Hours.

This course will expose students to the core marketing principles and the use of those principles to accomplish marketing tasks. Students will examine current marketing issues in detail and read current business/marketing periodicals on topics relevant to marketing.
Pre/Corequisites: ACG 203 or ISA 201
Prerequisites: GFOB 100 and ECO 113 and ECO 114 and honors program and sophomore standing
Session Cycle: Spring
Yearly Cycle: Annual.

Spring 2018MKT 203HN3434MWF10:00am - 10:50am(K. Murray)
Spring 2018MKT 203HN23437MWF11:00am - 11:50am(K. Murray)

MKT 302. Marketing Strategy. 3 Credit Hours.

This course provides students interested in pursuing marketing related careers with the knowledge necessary to create effective and innovative strategies designed to attain organizational goals and objectives. Strategies, including the role of the marketing function within the corporate and SBU structure, segmentation, positioning, product development, life-cycle, branding, IMC, and distribution are examined.
Prerequisites: Sophomore standing and MKT 201, MKT 201G or MKT 203
Session Cycle: Fall
Yearly Cycle: Annual.

MKT 311. Consumer Behavior. 3 Credit Hours.

In this course students concentrate on the ultimate or final user, examining anticipatory and consummatory, rational and emotional, instinctive and collectivist behavioral variables in the light of conceptual contributions from economics, psychology, sociology, and anthropology.
Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

Fall 2017MKT 311A1485TTh9:30am - 10:45am(S. Attaran)
Fall 2017MKT 311AE1488M6:30pm - 9:10pm(T. Ruzzo)
Fall 2017MKT 311B1486TTh11:00am - 12:15pm(S. Attaran)
Fall 2017MKT 311C1487MWF12:00pm - 12:50pm(E. Notarantonio)
Spring 2018MKT 311A3440TTh12:30pm - 1:45pm(E. Notarantonio)
Spring 2018MKT 311B3442TTh2:00pm - 3:15pm(E. Notarantonio)
Spring 2018MKT 311FE3438W6:30pm - 9:10pmTBD

MKT 312. Marketing Research. 3 Credit Hours.

Students in this course learn to develop the information necessary for marketing decision-making. This course emphasizes a management-oriented analysis of marketing phenomena including the following: identifying and defining marketing problems, designing research, acquiring information, evaluating data, and presenting research.
Prerequisites: MATH 201 and MKT 201 or MKT 203 or MKT 201G and junior standing
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

Fall 2017MKT 312A1491MWF10:00am - 10:50am(S. Yoon)
Fall 2017MKT 312B1489TTh9:30am - 10:45am(C. Quigley)
Fall 2017MKT 312C1490TTh11:00am - 12:15pm(C. Quigley)
Spring 2018MKT 312A3445TTh8:00am - 9:15am(S. Yoon)
Spring 2018MKT 312AE3446M6:30pm - 9:10pmTBD
Spring 2018MKT 312FE3447W6:30pm - 9:10pmTBD

MKT 360. Retail Management. 3 Credit Hours.

Retailing is addressed as a unique business and marketing format, which is distinct from manufacturing and wholesaling. The course examines how retailers have evolved and identifies challenges that retailers face in the 21st century, as well as the role of the internet in retail strategy. The development of approaches to attract consumers and cultivate long-term relationships is a significant theme throughout the semester. Course objectives include achieving an understanding of the global environment in which retailers operate; the need for a strategic approach to retail management; the types and sources of information available to enhance marketing decision-making; and the relationship among the marketing mix variables and their application to retailing.
Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing
Session Cycle: Spring
Yearly Cycle: Annual.

MKT 363. Personal Selling. 3 Credit Hours.

This course is designed to give you hands-on experience and feedback to improve your selling skills. Every industry in every country is in need of well-trained sales people. Often, success in sales leads to executive positions in the firm. This class will help you perform better in selling situations whether working B2B, B2C or selling your own brand in the job interview by teaching the tools and strategies for success. Some of the topics include: adaptive selling, ethics, relationship and trust building, closing the sale, negotiating for win-win solutions, handling objections, prospecting, verbal and nonverbal communication, personal and professional development and branding, customer relationship management, time and territory management, social media, and various selling techniques. Students compete in a sales competition during the semester, network with sales professionals, study selling cases and perform many recorded presentations. The course uses 360 degree evaluation and incorporates technology into the classroom, as well as feedback from professional sellers, buyers and trainers.
Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

Fall 2017MKT 363A1710MWF11:00am - 11:50am(S. Boyer)
Spring 2018MKT 363A3452TTh9:30am - 10:45am(S. Boyer)
Spring 2018MKT 363B3454TTh12:30pm - 1:45pm(S. Boyer)

MKT 368. International Marketing. 3 Credit Hours.

Students will study essentials of international marketing and explore reasons and needs for marketing goods and services across international borders. This class explores differences in cultural, political, economic, and legal systems and the impact of these differences on marketing strategy. Students will investigate different modes of entry into foreign markets, global trade trends, international positioning, and specificities of international marketing research. This provides a foundation for examining each element of the marketing mix (product, place, price, promotion) in the international context.
Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing
Session Cycle: Spring
Yearly Cycle: Annual.

Spring 2018MKT 368A3553MF12:30pm - 1:45pm(J. McKay-Nesbitt)
Spring 2018MKT 368B3557MF2:00pm - 3:15pm(S. Zdravkovic)
Spring 2018MKT 368C3561MF11:00am - 12:15pm(J. McKay-Nesbitt)

MKT 371. Advertising Management. 3 Credit Hours.

This integrated marketing communication course is an overview of promotional activities and their effective integration in the communication endeavors of the firm. This course emphasizes the following topics: determining communication goals, marketing and promotional objectives, developing creative themes, testing messages, evaluating advertising effectiveness, and strategic campaign planning. Students also develop creative-thinking and decision-making skills and their application to media planning, budgeting, and other matters of promotion and communication consideration.
Prerequisites: MKT 201or MKT 201G or MKT 203 and junior standing
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

Fall 2017MKT 371A1493MWF12:00pm - 12:50pm(S. Yoon)
Fall 2017MKT 371B1494MWF1:00pm - 1:50pm(S. Yoon)
Spring 2018MKT 371A3456TTh12:30pm - 1:45pm(S. Yoon)
Spring 2018MKT 371B3458TTh11:00am - 12:15pm(S. Yoon)

MKT 380. Services Marketing. 3 Credit Hours.

Because numerous key differences exist between the marketing and management of services and the marketing of goods, this course focuses on the distinctive and necessary marketing challenges associated with service offerings as well as management strategies and tactics needed for marketplace success. The importance of service marketing and management expertise is highlighted by the dominance of and increasing dependence on services in developed economies.
Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing
Session Cycle: Spring
Yearly Cycle: Annual.

Fall 2017MKT 380A1495TTh12:30pm - 1:45pm(K. Murray)

MKT 381. Digital Marketing. 3 Credit Hours.

This course examines how digital marketing can be used to achieve business and marketing goals. This course will focus on online consumer behavior, the various digital channels available to marketers, how to create and launch effective digital marketing campaigns across internet-based platforms and how to track marketing effectiveness. The course examines digital marketing strategy, implementation and executional for B2B and B2C brands and provides a hand-on understanding of all digital channels and platforms. Participants will obtain experience about how to develop an integrated digital marketing strategy, from formulation to implementation.
Prerequisites: MKT 201 or MKT 201G or MKT 203 and MKT 311
Session Cycle: Spring
Yearly Cycle: Annual.

Fall 2017MKT 381A1497TTh2:00pm - 3:15pm(S. Attaran)
Spring 2018MKT 381AE3460M6:30pm - 9:10pmTBD

MKT 382. New Product Development. 3 Credit Hours.

This course introduces the student to the numerous stages an organization executes to bring a new product to market. It covers the decisions that management and marketing must make to bring a product from the concept generation and problem based ideation to marketing testing and launch management.
Pre/Corequisites: MKT 311 and MKT 312 and junior Standing
Prerequisites: MKT 201 or MKT 201G or MKT 203
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

Fall 2017MKT 382A1498TTh11:00am - 12:15pm(S. Potter)
Spring 2018MKT 382A3461MWF1:00pm - 1:50pm(S. Potter)

MKT 391. Marketing Internship. 3 Credit Hours.

Individually supervised employment in an area of marketing (such as retailing, advertising, sales and marketing research) which involves the application of marketing theory and principles to the work environment. Students are required to work a minimum of ten hours per week on the job, meet periodically with their supervising faculty member research related literature and prepare a substantive report on their work experience. This course requires department approval and is limited to second semester juniors and to seniors.

MKT 410. Business To Business Marketing. 3 Credit Hours.

Students in this course investigate the domestic and international activities involved in marketing products and services to industrial buyers, governments, and marketing intermediaries. Students learn a marketing approach to business strategy. Supply Chain Management is a central core of the course with special emphasis placed on physical distribution, business marketing channel participants, value and vendor analysis, contracting, business ethics, and pricing strategy.
Prerequisites: MKT 201 or MKT 201G or MKT 203 and senior standing
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

Fall 2017MKT 410A1499MWF10:00am - 10:50am(M. Gravier)
Fall 2017MKT 410B1500MWF11:00am - 11:50am(M. Gravier)
Spring 2018MKT 410A3464TTh12:30pm - 1:45pmTBD
Spring 2018MKT 410JE3462Th6:30pm - 9:10pmTBD

MKT 412. Marketing Policy and Problems. 3 Credit Hours.

This course provides a capstone experience to help students integrate and advance knowledge from prior marketing and business courses to gain experience in marketing strategy development. Using a case method, students apply their knowledge of marketing and other business subjects to actual marketing situations facing various types and sizes of organizations in a variety of industries. Students develop, sharpen, and test their analytic skills in the following areas: situational analysis, data interpretation, opportunity and problem determination, decision making under uncertainty, and development and defense of strategies.
Prerequisites: MKT 311, MKT 312 and senior standing
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

Fall 2017MKT 412A1512TTh8:00am - 9:15am(K. Murray)
Fall 2017MKT 412B1503TTh9:30am - 10:45am(K. Murray)
Fall 2017MKT 412FE1504W6:30pm - 9:10pm(S. Scott)
Summer 2017MKT 412F4122MTWThF9:00am - 10:30am(S. Scott)
Spring 2018MKT 412A3465TTh2:00pm - 3:15pm(T. McCarthy)
Spring 2018MKT 412B3466MW8:00am - 9:15am(K. Murray)
Spring 2018MKT 412C3467MWF10:00am - 10:50amTBD
Spring 2018MKT 412JE3469Th6:30pm - 9:10pmTBD
Summer 2018MKT 412F4113MTWThF9:00am - 10:30amTBD

MKT 413. Multinational Business Simulation. 3 Credit Hours.

This course involves a semester-long computer simulation in which the participants, working together in small teams, play the management roles of competing multinational firms. Though the course heavily emphasizes finance, marketing, and production decision making, participants will need to master all aspects of running an enterprise. The course offers many noteworthy features: international scope, strategic focus, lots of written and oral communication, considerable analytic work using spreadsheets and various statistical packages, and coping with sticky ethical and environmental issues. Students will develop leadership, as well as team building skills. This course is cross-listed with BUS 413, FIN 413 and MGT 413, Multinational Business Simulation.
Prerequisites: FIN 201, MKT 201 or MKT 201G and senior standing
Session Cycle: Fall
Yearly Cycle: Annual.

Fall 2017MKT 413A1441TTh9:30am - 10:45am(E. Yobaccio)

MKT 421. Sustainability Marketing. 3 Credit Hours.

This course explores marketing sustainability from an international perspective. The course is built around assesssing sustainable practices of international companies with a focus on the supply chain and how these practices compare to those in the United States. The course emphasizes communication, consumer sentiment and regulation regarding sustainability. There will be a travel component for this course to provide students with a true global and experiential learning experience.
Prerequisites: Instructor permission and MKT 201
Session Cycle: Spring
Yearly Cycle: Annual.

MKT 461. Marketing Analytics. 3 Credit Hours.

In this course students learn to develop and apply quantitative and analytic tools to tactical areas of marketing decision making. Students acquire the following techniques: forecasting, behavioral modeling, and linear and nonlinear programming. The course teaches compute applications using spreadsheets, word processing, and statistical software.
Prerequisites: MKT 312 and senior standing
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

Fall 2017MKT 461A1513TTh2:00pm - 3:15pm(C. Quigley)

MKT 463. Sales Management. 3 Credit Hours.

This course is designed to give students hand-on training in sales management and exposure to hiring firms, while refining students skills and providing opportunities for professional success. In this course, students will be assigned two sales teams to manage, who will provide feedback on their management capabilities. Students will shadow a sales manager for a day, compete in a sales competition with professional sales people and trainers, and design a self-directed learning project to complete during the term. The course offers a professional speaker series with special topics in sales management. Topics of the course include: managing conflict, goal setting, providing feedback, understanding your leadership style, active listening, following up, asking the right questions, coaching, sales forecasting, adapting to the situation, motivating your sales team, training, compensation, recruiting, selection, performance evaluation, ethics, and communication.
Prerequisites: MKT 363 and senior standing is required
Session Cycle: Spring
Yearly Cycle: Annual.

Spring 2018MKT 463A3471TTh2:00pm - 3:15pm(S. Boyer)

MKT 470. Advertising Problems. 3 Credit Hours.

This is an advanced course that makes use of the case method. Principle areas include determining communications strategies, developing creative themes, writing for print and broadcast media, media planning and budgeting, advertising research techniques, and agency/client relations. Guest speakers and readings from trade journals are incorporated to familiarize students with the people and institutions of advertising.
Prerequisites: MKT 371 and senior standing
Session Cycle: Spring
Yearly Cycle: Alternate Years.

MKT 471. Marketing Practicum. 3 Credit Hours.

This is a senior level course for marketing majors focusing on expanding their knowledge in selected areas of marketing, marketing management, and developing skills to effectively manage in these areas. The course utilizes a seminar format emphasizing student interaction and independent research. The topics that will be investigated include marketing of new ventures, e-marketing, direct marketing, service and health marketing, and franchising. Students are assigned to "real world" cases and are required to perform situational analysis, identify key marketing issues, perform appropriate exploratory research, and develop and present recommendations. Course objectives include the examination of contemporary issues facing marketing managers from a variety of perspectives; providing students with background, insights, experiences in analyzing, solving problems marketing managers typically face as well as the opportunity to observe and interact with companies whose marketing strategies have led to successes and perhaps failures.
Prerequisites: MKT 201 or MKT 201G or MKT 203 and senior standing
Session Cycle: Spring
Yearly Cycle: Annual.

MKT 497. Directed Study in Marketing. 3 Credit Hours.

In depth exploration of specialized areas of marketing serve as the purpose of this course. Individualized instruction is used to research areas in which the faculty member and student have a common interest. Extensive research including primary data collection may be required. The course concludes with the preparation of a thorough research report and presentation.
Prerequisites: MKT 201, MKT 312 and senior standing.

Faculty

Department Chair

Dr. Srdan Zdravkovic

Professor

Carol DeMoranville

Professor

Keith B. Murray

Professor

Elaine Notarantonio

Professor

Charles J. Quigley Jr.

Professor

Sukki Yoon

Associate Professor

Sharmin Attaran

Associate Professor

Stefanie Boyer

Associate Professor

Michael Gravier

Associate Professor

Teresa McCarthy

Associate Professor

Jane McKay-Nesbitt

Associate Professor

Srdan Zdravkovic

Lecturer

Sandra Potter