Course Descriptions — Marketing

MKT2300 Principles of Marketing
3 semester hours
In this course, students will be introduced to all aspects of marketing foundations and principles with a focus on an application of meeting target customers' needs and wants, a marketing strategic approach based on product, pricing, promo­tional, and place objectives, brand building, value delivery methodology, evalu­ating market opportunities based on changes in environmental business forces, and analyzing marketing problems and provide solutions based on critical exam­ination of marketing information.
No prerequisites.


MKT3320 The Professional Sales Process
3 semester hours
As a result of taking this course on professional selling and sales management, stu­dents will be able to work through the entire sales process. This includes prospect­ing, sales pre-planning, writing sales proposals, preventing and handling objections, sales closing, and post sales servicing. The student will be able to use these selling tools to enhance his/her sales performance. In addition, students will be able to make better sales management decisions including hiring and moti­vation activities. The specific outcomes students will obtain from taking the course include: mapping out the entire client/customer buying process, conducting writ­ten sales plans and a professional interactive oral sales presentation, developing a sales strategy with action points for every step in the professional sales process, knowing how to use multiple prospecting methods, responding effectively to objections, and asking for commitments that move the sales process forward and complete in a buying decision. Students will also examine sales force manage­ment issues. They will investigate the specific responsibilities of sales managers including sales force recruitment and selection, training and motivation of the sales team, and compensation strategies. 
Prerequisite: MKT2300.


MKT3340 Prospecting Methods
3 semester hours
Prospecting is one of the most crucial components of the entire sales force. In short, prospecting is the process of identifying leads, qualifying leads, and obtain­ing permission from the buying party to determine if a buying need exists. In this course, students will examine a series of different prospecting methods and qual­ification practices.
Prerequisite: MKT2300. 


MKT3350 Consumer Behavior
3 semester hours
An investigation of behavior and communication research, appraising models, methodology, and concepts applicable to marketing. Designing marketing com­munication systems whose structure and output reflect a behavioral buying ori­entation toward the market place. Uses contemporary examples to illustrate consumer behavior models.
Prerequisite: MKT2300.


MKT3360 Sales Management
3 semester hours
To effectively manage a sales force, three processes need to be taken into account. These include the formulation of a strategic sales program, the implementation of the formulated sales program, and specific evaluation, control and measure­ment of sales performance. Sales managers are responsible for taking into account a variety of issues that affect the overall performance of their sales teams. The issues can include the business environment their company and sales people work within, the perceptions of work roles of the sales force, developing aptitude, skill, and motivational levels of the sales force.
Prerequisite: MKT2300.


MKT3370 Integrated Marketing Communication
3 semester hours
The purpose of this course is to provide a thorough understanding of promo­tional objectives, integrated marketing communications (knowing how different media work synergistically), and the development of promotional campaigns (using specific promotional activities) that convert qualified leads into prospects, prospects into new customers, and new customers into long-term relationship partners. Students learn the logic of how prospects become interested in what organizations offer. Students develop a promotional campaign designed to elicit a direct inquiry or response from a qualified lead (a member of a narrow target market) to a prospect. Additionally, students determine how to form communi­cation with customers that create a relationship with existing customers in order to develop on-going repeat purchases. As a result of completing this course, the student will be able to conduct a promotional plan and direct marketing/adver­tising campaign. Students develop a multi-step promotional plan and create the promotional pieces for a campaign designed to generate an initial inquiry and ini­tial trial purchase. 
Prerequisite: MKT2300.


MKT3380 Sales Motivation and Performance
3 semester hours
This course examines the underlying relationship between being personally moti­vated to succeed and its impact on sales performance. We will specifically con­sider the factors that lead someone to be motivated within, to make the independent decision to achieve sales excellence. This has often been called developing the inner drive. Can sales performance be heightened by developing a stronger desire to succeed? In an increasing competitive marketplace, more value is being placed on “hunting” activities while simultaneously maintaining strong relationships with current customers. This course will consider the moti­vational factors required to balance the demands of new client acquisition and current client development. Additionally the course will address how to resist and overcome some of the obstacles common in selling such as sales rejection and call reluctance.
Prerequisite: MKT2300.


MKT3570 International Marketing and Logistics
3 semester hours
This course will introduce the student to the marketing and logistics dynamics that have occurred over the past decade and which have dramatically altered the landscape of global business.  The curriculum is structured to familiarize the student with changing international market structures, competition, ethics, negotiations, the evolution of global communication and the dynamics of global logistics. The student will be exposed to the development of global marketing strategies, planning, organizing, directing and controlling international relationships, the six methods of entering global markets, the promise and pitfalls of global distribution and the structural impediments to market entry as well as channel structure, price escalation and the political environment.
Prerequisites: MKT2300, BUS3500.


MKT3610 Internet Marketing
3 semester hours
This course will cover the foundations of internet marketing, internet marketing tools, strategies and programs as well as methods to evaluate performance and opportunities. Topics include video marketing, email marketing, search marketing and search engine optimization, as well as mobile marketing. Students will also explore how to maintain an effective web presence. Consideration will also be given to ethical issues associated with online privacy and security.
Prerequisite: MKT2300.


MKT3940 Marketing Internship
3 semester hours
Students will have the opportunity to embark on new business-related experien­tial learning opportunities through the use of general elective business intern­ships. Students will work with a faculty coordinator to identify an organization where they can gain pragmatic marketing skills. Specific new learning objectives will be set and agreed upon by the student, site coordinator and faculty member. 
Prerequisite: Determined by faculty sponsor.


MKT4320 Advanced Business Selling
3 semester hours
The course of Advanced Business Selling is intended to be a comprehensive, focused and current examination of advanced approaches to professional selling and the complex sale. As a result of taking this course, students will be able to develop and implement detailed aspects of each step within the business sales process. Students will engage in client-oriented, needs-based approaches to business development, determine primary organizational decision makers, diagnose complex business problems and identify strong business-to-business sales opportunities. 
Prerequisite: MKT3320.


MKT4350 Marketing Research
3 semester hours
Methods of design and analysis of marketing research studies, including surveys and laboratory and marketplace experiments, information evaluation, sampling techniques, instrument construction and statistical analysis; problems of validity and reliability. Students design and execute a complete marketing research data collection project.
Prerequisite: MKT2300.


MKT4360 Marketing Strategy
3 semester hours
This course introduces students to the strategic and analytical tools used to assess marketing planning, execution and financial outcomes. Students will learn how to develop marketing strategy and apply it through a competitive simulation, case analyses and practical exercises. Topics include strategic planning, competitive strength assessment, value chain activities, resource allocation and ethical leadership considerations. The course will also touch on marketing issues related to international market conditions and international competition.
Prerequisite: MKT2300.


MKT4610 Social Media Marketing
3 semester hours
This course will introduce students to concepts and strategies related to social media marketing. The course will touch on social media history, environment and regulation; however, the focus will be on the marketing implications of using social media tools to foster customer relationships. Topics include social brand building, community and location-based social networks, podcasts, photo and video sharing and blogs. Social media platforms discussed will vary as new communities gain a web presence.
Prerequisite: MKT2300.