MKT201 / Introduction to Marketing [3-0, 3 cr.]

This course exposes students to various elements of the marketing mix includ­ing product pricing, promotion and distribution decisions, as well as environ­mental factors affecting the marketing process. Topical coverage includes an overview of the dynamic marketing environment, the consumer and business marketing and their buying behaviors, and last but not least the process of mar­ket segmentation, targeting and positioning.

MKT302 / Integrated Marketing Communication [3-0, 3 cr.]

This course introduces students to the concept and application of integrating the various elements of advertising, sales promotion, public relations, direct marketing and other essentials of the marketing mix to support the overall marketing strategy. The course links the fundamentals of segmentation, target­ing, positioning, buyer behavior, and branding with planning, budgeting, and executing a comprehensive, integrated marketing communication program from message development through media selection. Topical coverage includes: the formulation and analysis of promotional objectives; the development of pro­motional campaigns that convert qualified leads into prospects, prospects into new customers, and new customers into long-term relationship partners; the integration of marketing communication knowing how different media work synergistically; the allocation of budget among different promotional tools, media selection, and consumer response to different messages.

Prerequisites: MKT201 / Introduction to Marketing.

MKT304 / Consumer Behavior [3-0, 3 cr.]

This course examines the consumer decision making process and the effects of external environmental influences (culture, subculture, social class, reference groups, family, and personal influences) and internal psychological influences on such a process. Focusing on the customer as the key to market success, this course introduces students to the different frameworks of consumer behavior and organizational buying models, and explains how these behaviors are influenced by principles of learning, motivation, personality, lifestyle, perception and group influence. The principles from a number of disciplines are used to explain buying behavior, including: economics, psychology, social psychology, sociology, and anthropology.

Prerequisite: MKT201 / Introduction to Marketing

MKT305 / Services Marketing [3-0, 3 cr.]

The course examines the growing role of services marketing and presents the challenges frequently encountered in the marketing of intangibles such as: the inability to inventory, the difficulty to synchronize demand and supply, and the complexity of controlling the performance quality of human interactions. The course will consider marketing in industries that deal primarily in services (such as financial services, hospitality services, transportation companies, educational institutions, and professional services) but also from the perspective of every organization, as service is an essential part of the offering of every company. Topical coverage includes: key service delivery elements; service quality meas­urements; service recovery strategies; service blueprinting; and other key issues facing today’s customer service providers.

Prerequisite: MKT201 / Introduction to Marketing

MKT308 / Hospitality Marketing [3-0, 3 cr.]

This course focuses on the application of marketing principles to the hospitality industry. It uncovers the application of basic marketing concepts and research methods as well as design of marketing strategies for a hospitality business, offering students an understanding of operations and marketing concepts within the hospitality industry, covering services, including hospitality services, the human element (both employees and customers), and personal relationships. The course also focuses on the ever-increasing demand of customers for service quality, as well as other challenges facing hospitality establishments today including intense competition, globalization, and technological innovation.

Prerequisite: MKT201 / Introduction to Marketing

MKT310 / Retailing Management and Merchandising [3-0, 3 cr.]

This course offers an in-depth examination of the dynamic retail industry. Retailing is the business of selling consumer goods to final consumers, and this business is continuously evolving. Retailers are particularly affected by changes in the consumer population, changes in the economic, social, technological, and political environment, and changes in competitive conditions. The course examines the main requirements of effective retail management, including: adequate financial structure, necessary physical facilities, effective policies and procedures, and competence, loyalty, and productiveness of personnel. Topical coverage also includes: planning, management, and execution of activities taking place in the selling of goods to the end consumer; product placing and development, pricing alternatives, location options, and the promotion of offer­ings; branding in the retail industry; international retailing; and online retailing strategy.

Prerequisite: MKT201 / Introduction to Marketing

MKT311 / International Marketing [3-0, 3 cr.]

This course presents an overview of the unique aspects of marketing in the international business environment and provides the framework upon which multinational marketing management can be based. The course focuses on assessing international marketing opportunities, as well as formulating and implementing international marketing strategies covering the four areas of the marketing mix, namely: product planning, pricing, promotion and channels of distribution. Topical coverage includes: the economic, cultural, political, legal and other environmental influences on international marketing; and the impor­tance of linking international marketing with the overall business strategy.

Prerequisite: MKT201 / Introduction to Marketing

MKT412 / E-Marketing [3-0, 3 cr.]

The course offers a broad overview of e-marketing principles and best practices. E-Marketing is the process of creating, communicating and exchanging value between different stakeholders using information technology, generally over the Internet. By adding an online presence to their existing structure, most organizations are becoming hybrid entities. The ability to think strategically in a fast changing E-Marketing landscape became an essential skill for every business-oriented individual given the changes brought forth by the electronic medium in the expectations of both customers and business partners. Topical coverage includes among other issues: marketing communications strategies and tactics for the World Wide Web; distribution channels; implications of e-Marketing for customer relations; online privacy, security issues and cyber law.

Prerequisite: MKT201 / Introduction to Marketing

MKT421 / Marketing Research [3-0, 3 cr.]

This course outlines the fundamentals of research methodology and its applica­tion to the solution of marketing problem provides students with the analytical tools to collect, analyze, and interpret market data for marketing decisions. The course introduces the marketing research process and the various steps of problem definition, research design, questionnaire construction, sampling, qual­itative and quantitative data analysis, evaluation and presentation of research findings. Topical coverage also includes: principles of scientific research, tech­niques, methodological problems, organization, and management of marketing research.

Prerequisites: MKT201 Introduction to Marketing, QBA201 Managerial Statistics and ECO201 Microeconomics, or the consent of the department.

MKT488 / Topics in Marketing [3-0, 3 cr.]

This is a variable content course in marketing in which students pursue subjects of current interest that are not part of the regular curriculum. Topical coverage includes among other issues: advertising and sales promotion, public relations management, guerrilla marketing, nonprofit and social marketing, brand management, entrepreneurial marketing, green marketing, franchising, and marketing in an economy of scarcity. Other topics can be developed as well. The course content reflects contemporary developments and the special interests of instructors and students, and accordingly could be taken more than once for credit when topics differ. A specific course description will be published online in the Course Schedule for the semester the course is offered.

Prerequisite: MKT201 / Introduction to Marketing

MKT498 / Marketing Strategy [3-0, 3 cr.]

This analytical course examines marketing activities from the viewpoint of a marketing executive. It applies marketing principles, practices, and theories to the formulation of strategic marketing plans and solutions for local and global markets. Topical coverage includes: diagnosing marketing problems, identify­ing opportunities, analyzing alternative courses of action, and recommending sound marketing strategies and action plans. The course will allow students to recognize the factors that influence the success likelihood of their marketing decisions and thereby improve their marketing decision-making. Students will also learn how to create a comprehensive marketing plan that appropriately plots a suitable course of action

Prerequisites: senior-level standing.

HOM477 / Hospitality Strategic Management [0-3, 3 cr.]

This course provides students with an in-depth knowledge of various strategic management theories and their applications in general as well as within organizations in the tourism and hospitality sector.  It equips students with tools and techniques needed to scrutinize the external macro and micro environments of the organization for the successful formulation, implementation, and application of strategic management concepts in pursuit of competitive advantages for hospitality businesses.

Prerequisite: Senior Standing