Course Descriptions — Marketing

MKT2300 Principles of Marketing 4 semester hours
In this course, students will be introduced to all aspects of marketing with a focus on meeting target customers’ needs and wants. A strategic marketing approach based on product, pricing, promotional, and place objectives, brand building, and value delivery methodology is examined. Students also evaluate market opportunities based on changes in environmental business forces, and provide solutions based on a critical examination of marketing information.

MKT3320 The Professional Sales Process 4 semester hours
In this course, students will work through each step of the sales process by developing a sales plan and executing a professional sales role-play. This includes prospecting, sales pre-planning, writing sales proposals, preventing and handling objections, sales closing and post-sales servicing. These steps will be addressed within the context of an ethically based relationship selling approach. Students will use these selling tools to enhance sales performance and to make better sales management decisions, including hiring and motivation activities. Course outcomes include: mapping out the entire customer buying process, conducting written sales plans and a professional interactive oral sales presentation, and developing a sales strategy with action points for every step in the professional sales process.
Prerequisite: MKT2300.

MKT3350 Consumer Behavior 4 semester hours
This course investigates behavior and communication related to research, appraising models, methodology and concepts applicable to marketing. The course draws on concepts from communication, psychology, sociology and economics to better understand factors that influence consumer decision making. A major qualitative client-based research project allows students to apply theoretical concepts in the marketplace. The course also uses contemporary examples to illustrate consumer behavior models.
Prerequisite: MKT2300.

MKT3360 Sales Management and Motivation 4 semester hours
To effectively manage a sales force, three processes need to be taken into account. These include formulating a strategic sales program, implementing the formulated sales program, as well as evaluation, control and measurement of sales performance. Sales managers are responsible for taking into account multiple issues that affect the overall performance of sales teams. The issues can include the business environment, selecting and hiring sales people, responsibilities of the sales team along with aptitude and skills of the sales force. This course will also examine issues related to sales force motivation, including intrinsic (developing an inner drive) and extrinsic (compensation structures) factors required to balance the demands of new client acquisition and current client development. The course will also address how salespeople can overcome some of the obstacles common in selling, such as call reluctance and sales rejection.
Prerequisite: MKT2300.

MKT3370 Integrated Marketing Communication 4 semester hours
The purpose of this course is to provide a thorough understanding of promotional objectives, developing promotional campaigns (using specific promotional activities) along with integrated marketing communications (knowing how different media work synergistically), that develop long-term relationship partners. Students develop a promotional campaign for a local business-client designed to elicit a direct inquiry or response from a qualified lead (a member of a narrow target market) to a prospect. As a result of completing this course, students will have competence in developing a promotional direct marketing and advertising campaign.
Prerequisite:MKT2300 or COM2250.

MKT3610 Internet Marketing 4 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 and how to integrate online and offline marketing strategies. Topics include strategy integration; search marketing, including paid search and search engine optimization; social media marketing; email marketing; as well as mobile strategies and tactics. Students will also explore how to maintain an effective web presence through website usability, optimization and conversion practices. Consideration will also be given to ethical issues associated with online privacy and security.
Prerequisite: MKT2300 or COM2250.

MKT3940 Marketing Internship 4 semester hours
Students will have the opportunity to embark on new business-related experiential learning opportunities through a marketing internship. Students will work with a faculty sponsor 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 4 semester hours
The purpose of this course is to have students develop effective professional-selling approaches to complex selling roles and managing key accounts. Students will learn how to conduct business prospect research to identify focused target markets that a sales organization may best serve. How to cultivate customized account recommendations while reducing pressure to provide commoditized pricing will be examined. Students will also develop a strategic sales plan based on an established sales process designed to build a sustainable customer base that drives profitable growth.
Prerequisite: MKT3320.

MKT4350 Marketing Research 4 semester hours
This course introduces students to marketing research methods, design and analysis. Instruction focuses on surveys and marketplace experiments, information evaluation, sampling techniques, instrument construction and statistical analysis, as well as validity and reliability. Students design and execute a quantitative marketing research project for a local business client. SPSS predictive analytics software is used extensively in this course.

MKT4610 Social Media Marketing 4 semester hours
This course will introduce students to concepts and tactical concerns related to social media marketing in the context of an organization’s overall content marketing strategy. 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 and personal branding. Topics include social brand building, community- and location-based social networks, podcasts, photo and video sharing, video and viral marketing, and blogs. Social media platforms discussed will vary as new communities gain a web presence.
Prerequisite: MKT2300 or COM2250.

MKT4710 Marketing Competition 1 semester hour
This course allows students to apply marketing concepts to a client-based national competition entry. Class time is focused on developing skills related to the particular competition. Competition examples include but are not limited to: AMA Case Competition (Comprehensive), DMEF ECHO Collegiate Challenge (Direct and Interactive), GfK NextGen Marketing Research Competition, and Caples Student Campaign of the Year Competition (IMC). This course may be taken for academic credit up to three times.
Prerequisite: Permission of instructor.