Marketing Concentration (BSc.)The marketing concentration provides students with an analytical and comprehensive understanding of marketing. Students will be able to generate, analyze, interpret, and present marketing information that firms and other organizations need to satisfy and keep customers through the development of innovative products and services, which build brand equity and provide excellent return on investment. Graduating students will be able to use a wide range of practical and up-to-date marketing tools and techniques. They will be able to utilize information, and knowledge to support innovation in a wide range of organizations including business, non-profit organizations, and government entities.
Course Descriptions
MKT 301 Principles of Marketing
Describes the methods associated with the processes of segmenting, targeting, and positioning. Emphasis is placed identifying and interpreting the wants and needs of people; selecting the particular wants and needs the organization will satisfy; and determining the product, price, promotion, and place in a proper mix.
Prerequisite: ECO 101 Microeconomics
MKT 303 Advertising
A Comprehensive approach to creating and implementing marketing communication activities, including advertising, sales promotions, event sponsorships, direct marketing, public relations, and business/store image. Students will complete a course project involving the development of a marketing communication plan. Relevant social, cultural, and ethical issues are emphasized.
Prerequisite: MKT 201 Principles of Marketing
MKTG 307 Consumer Behavior
Examines the concepts in and analysis of consumer and group satisfaction attributes, methods of measurement, and processes to guide decisions using this knowledge. Special emphasis is placed on the marketing implications of understanding the consumer.
Prerequisite: MKT 201 Principles of Marketing
MKT 315 Marketing Research
An introduction to current market research techniques and tools necessary for effective marketing decision making. Interactive learning techniques include the case method and active class participation. The course will study different methodologies with emphasis on primary research including questionnaire design.
Prerequisite: MKT 201 Principles of Marketing, MAT 201
MKT 361 International Marketing
A comprehensive understanding of the issues and challenges inherent in the formulation and implementation of international marketing strategies is provided. Environmental forces affecting international marketing decisions, selection of international target markets and the design and development of international marketing plans are examined and analyzed.
Prerequisite: MKT 201 Principles of Marketing
MKT 401 Marketing Strategy
Marketing principles and theories integrated with analytical and behavioral decision processes. Heavy emphasis is placed on problem and opportunity recognition, marketing strategies, and planning and administering marketing programs. Students will apply their knowledge of marketing strategy in a marketing simulation.
Prerequisite: MKT 315 Marketing Research
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