Marketing Undergraduate Courses

UNDERGRADUATE MARKETING COURSES

MARK 20100 PRINCIPLES OF MARKETING

Open to all students in the college. A study of markets, institutions and the environment in which business firms operate with attention to the effect these facets, forces and issues have on the firm’s overall marketing strategy. Also offered to non-business students.
Prerequisite: ECON 10020

MARK 30100 CONSUMER AND ORGANIZATIONAL BUYER BEHAVIOR

Required for all marketing majors. An investigation of the decision-making process of consumer and organizational buyers. The course considers the social, cultural, psychological and economic dimensions of behavior as they apply to the acquisition of goods and services.
Prerequisite: MARK 20100

MARK 30120 MARKETING RESEARCH

Required for all marketing majors. A study of the application of scientific method to the definition and solution of marketing problems with attention to research design, sampling theory, methods of data collection and the use of statistical techniques in the data analysis.
Prerequisite: MARK 20100

MARK 30130 MARKETING ANALYTICS

Marketing is an increasingly analytical profession driven by the availability of data and analytical techniques to improve decision making. This undergraduate course will introduce decision models that rely on financial data, other marketing metrics including web based key performance indicators, as well as statistical analyses. This course seeks to integrate the various analytical techniques taught in the business school within a marketing context. This course is appropriate for individuals considering careers in brand management, product management, retail management, marketing research, or consulting.
Prerequisite: MARK 20100

MARK 30400 Building Great Brands

This course examines the brands making the biggest impact in our lives today. Why are they strong? How did they get that way and what does it take to keep them there? We consider why some brands are merely good, and others become great. Included too will be the “what if’s”: not only brands that have tried and failed but a look at the differences inherent in competing brands within the same industry—some strong, some weak—and the strategic choices that yielded their success (or lack of it). This course incorporates case studies and analysis, with guest lectures from some of the country’s top brand stewards. The goal is to give students a solid framework for understanding the thinking brought to bear in virtually every consumer business in America.
Prerequisite: MARK 20100

MARK 30450 SPORTS MARKETING

There are billions of fans of sports worldwide and the challenge for the increasingly competitive industry is to grow business. Thus the sports marketing industry is growing and those who practice sports marketing have become instrumental to the industry and their firms. Consequently, the current demand for employees that are both highly knowledgeable about sports and extremely prepared for an ever-challenging industry is high. Accordingly, the goals of this class are twofold. First, this course fulfills a need to address business and marketing issues pertinent to sports as observed by practitioners and scholars. Secondly, this course will actively involve and engage students in the process of presenting and addressing current information and challenges in the sports marketing business. Critical thinking exercises and current cases will be required in this course. These pedagogical methods will enable students to apply previously learned marketing knowledge and key concepts to business up to date situations faced by actual sports brands and executives. Sports are a global phenomenon that crosses all societal barriers. It is a very serious, growing, and challenging business. The demand for competent students entering into the field of sports marketing is very high but the delivery of graduates who are truly trained and prepared for successful careers in sports marketing is low. This course will assist in addressing that gap for those students interesting in the world of sports marketing.
Prerequisite: MARK 20100

MARK 30460 Social Media

Rapid technological development and the increasing transparency of information have changed the way marketers interact with current and potential customers. The rise of the ‘Internet Generation’ and the increasing popularity of social platforms such as Facebook, LinkedIn, Google+, YouTube, Foursquare, and Twitter, as well as the proliferation of customer and company blogs have forced companies to develop fundamentally new strategies and tactics for monitoring and reaching customers. In this class, we will look at what companies around the world are doing to leverage social media as a critically important marketing tool. The course will focus on the seller side of social media and depend heavily on outside experts and case examples. We will examine the dynamic strategies and tactics that leading companies are using to supplement their traditional marketing with a wide variety of social media platforms, blogs, dashboards, and the like. We will see how companies enhance their marketing by using social media to more closely monitor customers and competitors, to improve lead generation, to build more credible reference stories and contacts, to conduct low cost and quick customer surveys, to clarify market misperceptions, to guide market solution development and refinement, and many other uses.
Prerequisite: MARK 20100

MARK 30500 ADVERTISING AND PROMOTIONS

Increasingly, business firms approach advertising and promotion from an integrated marketing communications perspective which recognizes the importance of coordinating the various promotional mix elements to develop more effective marketing programs. In this course, the roles of advertising, consumer and trade promotions, sponsorships, branded entertainment and viral marketing will be examined within this broader framework. Emphasis will be placed on developing the key concepts and theories of marketing communications as well as the analytic skills needed to apply these concepts to managerial decision making. Although there will be much discussion about communication theory, the primary focus will be on the problems and tasks involved in the management of marketing communications. Ethical and regulatory issues related to unfairness and deception will also be examined.
Prerequisite: MARK 20100

MARK 30550 IMAGINATION, CREATIVITY & COMMERCE

Just as indispensable to our managerial enterprise as its quantitative counterpart marketing analytics is the discipline that I call marketing ludics.  Ludics is the playful impulse arising in embodied imagination that seeks insight in divergent thinking and ensouls the data mine through story.  It is a rigorous approach to discovering and cultivating the creative capacity of individuals, organizations and cultures in the service of transcendent consumer experience.  The precursor of innovation, ludics challenges conventional wisdom and accepted practice in favor of relentless curiosity and provocative improvisation.  I will help you harness the power of ludics in this course. I will show you how to engage your imagination in a holistic fashion, and apply it to a range of managerial challenges.  We will awaken your dormant creative faculty through a host of experiential exercises such as lateral thinking, artful ideating, brain/heart-storming, brandscaping, storytelling, zone tripping, dream mapping, ethical borrowing, introspective journaling, and mindful apprehending.  You will develop skills for problem finding as well as problem solving.  The course will observe a seminar-workshop-studio format.  Class will depend for its energy upon the practice and elaboration of creative techniques and the discussion of project outcomes.  Our goal is to enable you to engage, enrich, express, extend and enjoy your creative capacity on a regular basis.  This is an extremely interactive course that should be as much fun as it is demanding. This course will be immediately useful to careers in any field you choose to pursue, as well as to your life at large.
Prerequisite: MARK 20100

MARK 30650 PROFESSIONAL SELLING IN BUSINESS-TO-BUSINESS MARKETS

A study of the role of the salesperson and the function of sales management in creating close and productive buyer-seller relationships in the business-to-business domain. Emphases in the course are placed on trends affecting the sales person’s role, the effects of the internal and external environment on the selling function, and the value of the salesperson to the firm and society.
Prerequisite: MARK 20100

MARK 40100 STRATEGIC MARKETING

Restricted to graduating senior marketing majors. The development and implementation of marketing programs, including determining the marketing mission within the context of environmental factors and organizational resources. Working in teams, students develop comprehensive business plans and compete in a computer-based market simulation.
Prerequisite: MARK 30100, MARK 30110, MARK 30120

MARK 40300 INTERNATIONAL MARKETING

This course addresses the cultural dimensions of the globalization of markets, organizations, and consumer behavior. The objective is to develop managerial skills for success in an international setting. Topics to be covered include management of cross-cultural organizations, cross-cultural consumer behavior, cross-cultural market research, intercultural marketing strategy, and marketing communication across borders. Students will execute a group project directed to a selected region of the world..
Prerequisite: MARK 20100

MARK 40550 PUBLIC RELATIONS

This course will provide students with a thorough understanding of the history, role, functions, techniques and practices of the multi-dimensional field of public relations. Students will gain an understanding of public relations in corporate, trade, non-profit, education, government and other organizations; examine and analyze real world public relations cases; learn the research, planning, communication and evaluation process of public relations, and prepare news releases, advisories, speeches and other relevant materials.
Prerequisite: MARK 20100

MARK 43500 ADVERTISING CAMPAIGNS

This course provides the students with an opportunity to create, produce, and present promotional solutions in support of new or existing products and services. The course focuses on the overall role of the campaign as well as its strategic development and tactical implementation. The reality of the learning opportunity is enhanced by interaction with real clients and interpretation to graphic designers.
Prerequisite: MARK 20100.

MARK 43900 EXPLORING THE FRONTIERS

These seminars are devoted to selected areas of marketing and related disciplines. Each participant is expected to explore the chosen topic(s) determined by the participants and the teaching staff.
Prerequisites: MARK 20100 and Permission of instructor