MKT Discription
MKT 201 Marketing Principles(3 credits)
It is a preparative course designed to give students in business and other disciplines an overview and understanding of the important role of marketing in organizational success. Students will be introduced to all the significant uses and functions of marketing in both profit and non-profit settings. In addition to learning basic marketing techniques, students will learn to appreciate why small, medium, and large organizations must develop a market and consumer oriented focus if they are to succeed in this highly competitive operating environment. Students will engage in daily exercises designed to enhance communication, analytical, and decision making skills. The combination of both theory and practice used in this course will give students an optimal balance of core knowledge and usable skills.
Prerequisite: Co-requisite ENG 201
MKT 240 Promotional Strategy & Advertising (3 credits)
This course is based on strategically planning the promotional activity, being one essential component of the marketing mix. It introduces the components of the promotional mix: advertising, sales promotion devices, interactive marketing, direct marketing, personal selling and public relations. It also elaborates on the management of promotional mix elements (planning, allocating resources, setting budgets, implementing and controlling the promotional strategy).
Prerequisite: MKT 201
MKT330 Sales Management(3 credits)
This course studies the methods used to develop, operate and control sales operations. Major subjects considered: management of the sales force; planning controlling and evaluating sales force activities; selection, training and compensating sales force personnel; and organization structure of sales force.
Prerequisite: MKT 201
MKT 350 Consumer Behavior(3 credits)
This course shall provide the students with conceptual understanding of consumer behavior, provide experience in applying consumer behavior concepts to marketing strategy and social policy decision-making through case analysis, and develop experiential capability in using consumer research. This course covers major influences on the consumption process, including psychological, situational, and socio-cultural factors. Specific topics include perception, attitudes, values, consumer decision-making, and customer satisfaction, among others. The marketing implications of understanding the consumer are emphasized, but social factors are also considered.
Prerequisite: MKT 201
MKT 360 Public Relations & Corporate Advertising(3 credits)
This course explores current public relations practices, emphasizing public relations and publicity as a major promotional tools that could be excellently used for specific products and services. Also, the concept of corporate advertising is emphasized, being an important building block to positive publicity of a firm.
Prerequisite: MKT 201
MKT 370 Interactive Marketing(3 credits)
Students in this course shall acquire the knowledge, skills, tools and techniques to examine the salient characteristics and benefits of interactive marketing and to solve basic and complex business problems. The integration of interactive marketing into broader marketing efforts will also be covered. Several methods of instruction are used in this course including virtual seminars, real-world case studies, and guest speakers from various interactive marketing specialty areas. Students will learn to build an interactive marketing strategy utilizing tactics such as: Internet marketing applications, web advertising, virtual communities marketing, and marketing measurement & ROI tracking.
Prerequisite: MKT 201, MIT 300
MKT 380 Seminar in Marketing(3 credits)
A variable content classroom course in marketing in which students pursue topics or subjects of current interest that are not part of the regular curriculum. A specific course description will be published in the course offering schedule.
Prerequisite(s): Consent of Advisor.
MKT390 International Marketing(3 credits)
This course reflects recent developments in the world economy and their implications on international marketing. It addresses the importance of linking international marketing with the overall strategy of the business. Students shall examine the impact of cultural, political and legal issues and the economic differences in global strategies. Moreover, students shall identify and study the challenges and opportunities introduced by globalization, affecting both small exporters as well as large multinationals. Emphasis is placed on developing the marketing mix appropriate to various international global environments.
Prerequisite: MKT 201
MKT410 Strategic Marketing(3 credits)
This course evolves on setting marketing strategies, and incorporating them through business processes towards achieving organizational objectives. It focuses on strategic analysis and applications, coordination of business and marketing strategies, market analysis and targeting and the planning of an optimal marketing mix strategy.
Prerequisite: MGT 201, MKT 201, Senior Standing
MKT 420 Logistics Management(3 credits)
Students shall acquire a managerial knowledge of basic concepts and principles. These include the management of core logistics functions, cost integration, and supply chain management. It also includes relationships with suppliers, customers and other firm functions such as manufacturing and finance. A special focus is on managing logistics to reduce cost and to create competitive advantage in firms.
Prerequisite: MKT 201, MIT 300
MKT 430 Services Marketing(3 credits)
Students shall acquire a comprehensive examination of services marketing. Students shall obtain the basic knowledge, skills and techniques to define and manage customer expectations of the services and opinion of the service. Topics covered include the importance of services marketing to an organization, customer expectations and perceptions of services, service recovery and service design, customer relationships building, human resources’ skills in service marketing, and managing service promises.
Prerequisite: MGT 201, MKT 201, Senior Standing
MKT 460 Branding Management(3 credits)
This course is designed to cover the fundamentals of brand management and introducing students to essential brand information, including common branding terms, the importance of brand value, the characteristics of a good brand name and brand mark, and the responsibilities a brand manager should fulfill. The course shall also detail the role brand management plays in the strategic marketing process, the steps of the consumer adoption process, the different types of branding strategies, and the signs that can indicate a troubled branding strategy. Real-life case studies shall form an integral part of the course.
Prerequisite: MGT 201, MKT 201, Senior Standing
MKT 497 Professional Training Practice(3 credits)
Students work throughout a semester during their junior or senior year with a company in an area of business related to the student’s major. This course provides students with on-the-job experience in their major. This experience will enhance and apply those concepts taught in the classroom.
Prerequisite: Junior Standing or Consent of Advisor
MKT 499 Final Project(3 credits)
This course is divided into parts: the first part teaches students the importance of taking the time and effort for a thorough project initiation and plan launch to ensure that the project starts off on the right foot. Students will learn how to conduct project requirements sessions and develop the business case, as well as define the project charter and create the project plan approach. This course has been designed from a practitioner's perspective, so students will come away from each course with information they can immediately apply on the job.
The second part gives the student the ability to plan, design, implement, and test the project. Students are required to document the project design experience from start until finish. Students shall prepare a professional manuscript and to present details in front of a jury.
Prerequisite: Senior Standing