Marketing (MKT)

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

This course provides an overview of key marketing concepts, tools, and methods of analysis and takes both a theoretical (strategic market assessment and planning) and practical approach to managing business affairs from a marketing perspective. The scope includes the seven key elements of the marketing mix management [product, price, promotion, distribution, people, process, and facilities], customer value and satisfaction, competitive analysis, marketing research, segmentation and targeting, branding and positioning, and consumer behavior.
Prerequisites: BUS 100
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

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.
Prerequisites: BSIB major, BUS 100
Session Cycle: Fall
Yearly Cycle: Annual.

MKT 311. Consumer Behavior. 3 Credit Hours.

Consumer Behavior class applies concepts, principles, and theories from various social sciences including economics, psychology, social psychology, sociology, and anthropology to the study of the internal and external factors that influence the acquisition, consumption, and disposition of goods, services, and ideas. Students develop the ability to translate learned material into marketing implications. Knowledge of consumer behavior principles is becoming increasingly important to marketing decision-makers, managers, and public policy makers.
Prerequisites: MKT 201 or MKT 201G or MKT 203 and junior standing
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

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.

MKT 313. Sports Marketing. 3 Credit Hours.

This course offers an engaging introduction to sports marketing, combining theory with practical insights to understand the business dynamics of the sports industry. It covers strategies for promoting events, teams, and products, with a focus on fan engagement, digital channels, and sponsorships. Also, it highlights the unique characteristics of sports marketing and the importance of market research in identifying and segmenting sports consumers.
Prerequisites: MKT 201 or MKT 203.

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: Varies.

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. 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.

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.

MKT 371. Advertising and Integrated Marketing Communication. 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. Students will use examples of traditional and non-traditional media. This course emphasizes the following topics: determining communication goals, marketing and promotional objectives, developing creative themes, testing messages, evaluating promotion 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 201 or MKT 201G or MKT 203 and junior standing
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

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: Fall
Yearly Cycle: Annual.

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 execution 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.
Pre/Corequisites: MKT 312
Prerequisites: MKT 201 or MKT 201G or MKT 203 and MKT 311
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

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.

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.

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. Students apply their theoretical knowledge to actual marketing situations in a simulated virtual business. In a competitive, global business environment, students will conduct a situation analysis, identify opportunities and problems, formulate marketing strategies, plan and execute tactics, analyze and interpret data, and reformulate strategies, thereby developing marketing skills critical to succeed in today's business world.
Prerequisites: MKT 311, MKT 312 and senior standing
Session Cycle: Fall, Spring
Yearly Cycle: Annual.

MKT 421. Sustainability Marketing. 3 Credit Hours.

This course explores marketing sustainability from an international perspective. The course is built around assessing 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: Varies.

MKT 422. Visual Analytics for Marketing. 3 Credit Hours.

This course provides an introduction to marketing analytics with a strong emphasis on visual analytics techniques for exploring, interpreting, and communicating marketing data. Students will learn how to analyze digital marketing performance metrics, CRM data, consumer insights, and market trends using interactive dashboards, real-time data exploration, and pattern recognition. Through hands-on experience with Excel and Tableau, students will develop the ability to transform complex datasets into clear, actionable insights that drive strategic marketing decisions. The course goes beyond static data visualization, focusing on dynamic data interaction, visual storytelling, and analytical thinking to enhance decision-making in today's data-driven marketing landscape. While this course serves as a standalone introduction to visual analytics, it also lays the foundation for Marketing Analytics, where students will further develop skills in predictive modeling, segmentation, pricing, and strategic applications.
Pre/Corequisites: MKT 312 and Junior Standing
Session Cycle: Every Fall Semester
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.

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.

MKT 481. Digital Marketing II. 3 Credit Hours.

This course examines how to develop, implement and analyze a digital marketing strategy across digital channels and platforms. Students complete the course with a comprehensive understanding of how to develop an integrated digital marketing strategy and optimize it for multi-channel traffic acquisition. This includes evaluating the competitive landscape and structuring a digital marketing approach inclusive of paid and organic tactics. Students will have a better understanding of how different digital marketing channels drive users to a website and convert users based on a targeted call-to-action (CTA) using lead generation and email strategies, among others. Topics will include search engine optimization (SEO), search engine marketing (SEM), display advertising, mobile advertising, social media marketing, content marketing and web analytics.
Prerequisites: MKT 381
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.