Marketing (MKTG)

Prerequisite: ECON 201B or ECON 202B. The place of marketing in the global economy and the policies and practices of marketing institutions are explored. Major topics included are marketing functions, organization, research, merchandising, channels of distribution and transportation. Also, problems concerning ethics and social responsibility in the marketing arena are discussed.

Introduces the entrepreneurial process including a focus on the identification and evaluation of opportunities. Discusses the importance of innovation, creating a business concept and business models. Develop business ideas and evaluate them for potential formation of a new venture. Cross-listed as MGMT 302.

Co-requisite: MGMT 302 (MGMT 302 may be taken earlier or with MGMT 351). This course will provide the students with the path of new venture design from the idea generation stage to the point of a fully developed, high-quality business plan. The process includes practical research tools and analytical processes working through the individual sections, resulting in a complete business plan. Cross-listed as MGMT 351.

Prerequisite: MGMT 302. This course provides a broad theoretical perspective and practical framework for understanding social entrepreneurs and the social ventures they create. This course’s principal focus will be on ventures started with the intent of doing social good, the ways they come into being, and factors associated with their development and success.

Prerequisite: MGMT 302. This course will explore the operations and dynamics of family businesses from both strategic management and individual perspectives. It will integrate skills and concepts from other functional areas while addressing specific family business challenges, such as succession planning, innovation, and transgenerational wealth creation. Cross-listed as MGMT 368.

Students will learn about how flora, fauna, and terrain are marketed with an emphasis on animal tourism. Students will also discuss the ethical arguments (for and against) ecotourism along with the impact of events such as COVID 19 outbreaks. Traveling with the class to a destination (typically Australia between Christmas and the spring semester or a domestic destination for eight days in May starting the day after commencement) is a required part of the course. Email Dr. Gentry for details.

Prerequisite: DSCI 352 or equivalent; MKTG 301 or equivalent; and business administration major or permission of the Associate Dean for Faculty. Research in marketing is used as a tool to identify, collect, and analyze data relevant to decision-making for businesses. Relevant statistical software is used to analyze client data. Ethical considerations related to research findings also are discussed.

Prerequisite: MKTG 301. This course is for students interested in analytical techniques for decision modeling, marketing analytics, and marketing engineering. As a profession, marketing is evolving beyond relying almost exclusively on concept- and principle-based decision-making to systematic data-driven decision-making.

Prerequisites: MKTG 301. A study of digital marketing platforms and digital commerce. Social media platforms such as Instagram, Facebook, and YouTube are explored along with digital commerce via Google and dropshipping. Students create their own social media advertisement for an actual digital commerce website.

Prerequisite: BUAD 350, junior or senior status; and business administration major or permission of the Associate Dean for Faculty. An exploration of negotiation techniques and strategies, including: understanding opponents, determining needs and identifying objectives, and managing concessions and power dynamics, all with an eye towards maintaining goodwill and building long-term, productive professional relationships. The course will cover individual, group, multi-party, agented, and cross-cultural negotiations, through theoretical study and practical application.

Prerequisite: MGMT 302. Entrepreneurial Venture Creation focuses on the knowledge, skills, and processes required to start a new business venture. Students will learn how to create a new legal entity, the steps to secure financing, build the organizational structures, and set the organizational culture necessary to start/grow a startup. Cross-listed as MGMT 421.

Over 30% of food is wasted (due to date labels that don't mean anything), the lifespan of clothes and electronics is decreasing due to planned obsolescence, and what about newly legal markets such as the sex trade or recreational drugs? This course looks at the marketing problems and solutions.

Prerequisite: MGMT 302. This course emphasizes acquiring skills and knowledge necessary to successfully maintain and grow an established entrepreneurial venture. Topics covered include the application of entrepreneurial capabilities within an existing firm, innovative processes within a corporation, and unique issues that managers face in translating innovative ideas into successful results. Cross-listed as MGMT 428.

Prerequisite: MKTG 301 or equivalent; and business administration major or permission of Associate Dean for Faculty. This course examines the contributions of behavioral sciences toward understanding and predicting consumer behavior, especially as it pertains to the decision-making process. It is vital for marketers and managers to understand why different people make different decisions in the same circumstances in order to better serve them. This course looks at the empirical evidence from a variety of sources on why various segments behave as they do.

Prerequisite: MKTG 301 or equivalent; and business administration major or permission of Associate Dean for Faculty. The focus of this course is to understand the challenges companies face in conducting the international marketing. Students explore various strategies to successfully manage international marketing efforts, including analysis of world markets, consumer behavior, foreign environments, and the marketing management methods required to meet the demands of the global marketplace. The problems of foreign competition, diminishing U.S. market share, and US economy’s interdependence with world markets are covered. Also assessed are different foreign market entry strategies.

Special topics of interest to faculty and students are discussed in individual seminars which focus on marketing.

Special topics of interest to staff and students pertaining to how marketing is conducted in one or more countries outside the United States are explored in depth in individual seminars. In order to receive credit for this class, students must also travel to the country as part of a class trip with the instructor.

Prerequisite: MKTG 301, senior status, and College of Business major or minor or permission of the Associate Dean for Faculty. This course serves as a capstone survey of the major topics in contemporary marketing. Topics included are delineation of market targets, the development and implementation of the marketing mix, the control and analysis of the total marketing effort, strategy, strategic decision-making tools, ethics, as well as comprehensive case studies or the use of a comprehensive simulation.

Directed by a marketing faculty member, students conduct individual research focusing on an approved topic of interest in marketing.

A supervised work experience relevant to marketing in a sponsoring organization developed with, and under the supervision of, a marketing faculty member. (A maximum of 3 hours of 499 classes may be used toward the upper-level elective requirement for the majors that can allow a three-hour elective from this discipline.)