Courses
Marketing Courses
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
MKT312 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 different electronic media (internet, mobile, information technology, digital media). 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 has become an essential skill for every business-oriented individual given the changes brought forth by the electronic medium to the expectations of both customers and business partners. Topical coverage includes, among other issues: strategic e-marketing and performance metrics, e-marketing research, online consumer.
Prerequisite: MKT201 Introduction to Marketing
MKT399 Internship/Practicum
[1 cr.]
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.
MKT711 Marketing Management for Executives
[1.5–0, 1.5 cr.]
This course exposes students to various elements of the marketing mix including product pricing, promotion and distribution decisions. In addition, the course discusses the factors influencing marketing decision-making and marketing strategies.
MKT714 Advanced Consumer Behavior
[1.5–0, 1.5 cr.]
This course discusses the value of consumer behavior and a number of conceptual models explaining consumers’ motivations, decision-making and consumptions. The course explores models from psychology, sociology and provides new tools and examples of how the insights developed from these models have been utilized to build successful brands and shape consumer behavior.
MKT725 Strategic Marketing Research
[1.5 cr.]
This course deals with marketing research when designing marketing strategies and policies. Topics include techniques of data collection, evaluation of alternative sources of information, and methods of evaluating data and presenting the results.
Prerequisite: QBA730 Business Analytics for Executives [1.5 credits]
MKT731 Advertising Strategy
[1.5–0, 1.5 cr.]
This course deals with the development, evaluation and management of an advertising strategy. Topics include the structure of an advertising campaign, targeting and positioning, media analysis and creative strategy implementation.
MKT735 Marketing Communications
[1.5–0, 1.5 cr.]
This course deals with planning marketing and promotional programs, and coordinating the various communication functions. Topics include communication theory, ethics in marketing communications, the formulation and analysis of marketing communication strategies, and the role of marketing communication in branding and corporate reputation.
MKT781 Selected Topics in Marketing
[1.5–0, 1.5 cr.]
This course discusses contemporary issues in Marketing.
MKT840 Marketing Research Analysis
[3–0, 3 cr.]
This course aims at highlighting the importance of marketing research when designing marketing strategies and policies. Students will learn how to gather, analyze and present information that solves common marketing problems. Topics coverage include: tools for assessing information requirements, principles of qualitative, experimental and quantitative research designs, secondary and syndicated data sources, interviews and focus groups design, survey development, sampling methods, data collection planning, quality assessment, and analysis, interpretation/presentation of findings, online research and web surveys.
Prerequisite: MKT841 Marketing Management
MKT841 Marketing Management
[3–0, 3 cr.]
This course shows students how to manage the marketing process for organizations, to optimize the resource use and to maximize the benefits. It focuses on decision-making. Lectures, case studies, discussions and projects engage students in learning how best to manage scarce resources.
MKT842 International and Global Marketing
[3–0, 3 cr.]
This course is designed to provide an appreciation of the critical role that marketing plays in the global economy and the various elements essential to global success. Attention is given to the exogenous global environment, coupled with an investigation of the significant factors that a firm must consider as it positions itself to enter the international marketplace.
MKT845 Digital Marketing
[3–0, 3 cr.]
This course covers the concepts, tools and techniques needed both to communicate with customers in a systematic and integrated way using multimedia channels, and to create effective targeted promotional campaigns. The course covers the digital influence on marketing, the basics of web analytics, online consumer metrics, the way to collect and analyze digital data and the framework for measuring digital campaigns, while developing digital strategies. The course also investigates mobile marketing, email marketing and social media.
Prerequisite: None.