MKG 301. Principles of Marketing (3; F, S)
Three hours per week. Prerequisites: Junior status or permission of the instructor. An introductory course dealing with the fundamental aspects of market analysis and the management of the company’s product, pricing, distribution, and promotion activities.
MKG 331. Advertising Management (3; F, S)
Three hours per week. Prerequisites: Junior status and MKG 301. Emphasis is given to advertising planning, campaign development, media strategy and selection, and the appropriate control and evaluation tools.
MKG 333. Sales and Customer Relationship Management (3; F, S)
Three hours per week. Prerequisites: Junior status and MKG 301. An analysis of the personal selling function, development of selling skills, and the basic responsibilities of sales management.
MKG 334. Retail Management (3; F)
Three hours per week. Prerequisites: Junior status and MKG 301. Retail operations management. Topics deal with store policies, layout and design, buying, merchandising, pricing, inventory, and financial management.
MKG 336. Consumer Behavior (3; S)
Three hours per week. Prerequisites: Junior status and MKG 301. Examines various psychological and social forces that influence consumers’ choice behavior. Principles of perception, learning, and attitude formation and change are studied from a marketing perspective, particularly as they relate to brand loyalty, product positioning and differentiation, pricing, and promotion.
MKG 341. International Marketing (3; F)
Three hours per week. Prerequisites: Junior status and MKG 301. Emphasis is given to understanding a foreign country’s culture and environment for the development of international marketing programs and to various factors that influence the exporting of domestic marketing strategies to foreign marketing environments. Current issues in cross-cultural marketing are explored.
MKG 371. E-Business Management (3)
(Cross-listed as DSIM 371) Three hours per week. Prerequisite: DSIM 203. This course prepares the next generation of business managers for success in electronic business. It explores the tools, skills, business and social implications of emerging electronic business. In addition to acquiring basic skills for identifying electronic business opportunities and creating a presence in the online marketplace, the student reexamines fundamental processes of business as they are performed in cyberspace in contrast to the marketplace. Topics include an introduction to the economics of information and information products, the roles of e-supply chains, corporate portals and public business-to-business exchanges; e-support services, auctions and e-commerce security issues and processes; the impact of e-commerce on organizational strategy and industry structure; in-depth assessment of successful e-commerce strategies; and innovative e-commerce systems. Students have to complete an organization case study of e-business technology implementation and create a business plan for a technology venture.
MKG 435. Marketing Research Methods (3; AR)
Three hours per week. Prerequisites: Senior status, and MKG 301, and BUS 301 or permission of the instructor. The use of the marketing research process as a tool for solving management problems. The sources of data, sampling procedures, questionnaire design, data collection, and analysis are emphasized.
MKG 438. Marketing Strategy (3; F, S)
Three hours per week. Prerequisites: MKG 301 and senior status. Designed to develop an understanding of the complexity of performing the total marketing function in a modern business firm. Special attention is given to the nature and scope of strategic decision-making in marketing and to procedures used in developing a strategic marketing plan consistent with corporate objectives and policies.
MKG 480. Special Topics in Marketing (3; AR)
Three hours per week. Prerequisite: Senior status or permission of the instructor. A study of selected topics of major interest in marketing not covered in other course offerings. The topic for the semester will be indicated in advance, and the students may repeat the course one time, maximum credit of six hours, so long as the topic is different.
MKG 490. Internship in Marketing (var. 1-3; F, S)
Five to 15ours per week. Prerequisites: Junior or senior status and an overall GPA of 2.5 or better and 3.0 or better in the major. For additional information, see the introduction to the Davis College of Business section in this catalog.
MKG 540. Strategic Marketing in a Digital Economy (3)
Examines information as the basis for strategic decisions by marketing managers in consumer, commercial and industrial markets. Designed to enable students to acquire the necessary skills in planning as well as those needed to make necessary marketing decisions. It explores serving customers electronically using the Internet, cell phones and other mobile devices. Topics covered include personalization and customization, technology readiness, self-service technologies and e-service quality measurement.
MKG 587. Special Topics in Marketing (var. 1-3)
A study of selected topics of major interest in Marketing not covered in other course offerings.
MKG 592. Independent Studies in Marketing (var. 1-3)
A study of related Marketing topics that is closely supervised by a faculty member. Activities will normally be conducted by students out of the classroom with periodic meetings and evaluation by the faculty member who is mentoiring the project.
MKG 595. Competitive Marketing Strategy (3)
Offered in the Executive MBA program only. The role of marketing strategy in achieving an organization’s strategic goals is explored. Students learn the marketing concepts and practices used by successful companies in creating and sustaining customer value and competitive advantage. Emphasis is on planning and implementing effective, socially responsible and customer-centric marketing programs within continuously evolving global markets. Students apply key concepts for analyzing environmental trends, identifying product opportunities, assessing market potential and developing effective marketing plans.