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Required Marketing Courses
MK300
Marketing Principles (3 cr.)
This course addresses the role of marketing in organizations. It examines the fundamental marketing mix elements of product, price, placement, and promotion that comprise organizational marketing strategies. It further explores how the marketing mix elements are strategically implemented to create and deliver products, services, or ideas to consumers.
MK302
Marketing Ethics (3 cr.)
This course introduces students to the moral and social issues that arise in the marketing profession. It examines implications of how marketing efforts impact consumers and society. It also examines the legal and regulatory forces that impact how marketers conduct business. Ethical concepts and frameworks used to resolve moral dilemmas are presented.
MK305
Consumer Behavior (3 cr.)
Prerequisite: MK300
This course explores both individual and business consumer buying behavior and the impact of these behaviors on organizational marketing initiatives. The contributions of the social sciences in understanding the social and psychological elements that influence buying behaviors are examined. Also examined is the use of consumer behavior research data for planning and executing marketing efforts.
MK310
Promotion & Communication (3 cr.)
Prerequisite: MK300
This course examines the tools of promotion and communication used in organizational marketing efforts. Topics include advertising, direct marketing, sales promotions, public relations, and personal selling. Message development and communication approaches for various types of promotion are discussed. Legal and ethical issues related to marketing promotions and communications are also considered.
MK400
Market Research (3 cr.)
Prerequisite: BU403, MK300
This course covers the theory and design fundamentals of marketing research and the analysis and use of research results in making marketing decisions. A variety of quantitative and qualitative research methodologies and approaches that are used to research consumer and business markets are considered. Applications of market research for various sizes and types of companies are also considered.
Required Business Courses
BU403
Applied Statistics (3 cr.)
This course presents the theory and procedures of data analysis. It focuses on measures of central tendency and dispersion, simple probability, data analysis, and an overview of statistical inference.
BU407
Financial Management (3 cr.)
The focus of this course is on understanding theory and practice of financial management of organizations. Topics include financial statement analysis, time value of money, asset evaluation, acquisition, asset and liability management, and cash flow budgeting.
Required Capstone Course
MG490
Bachelor of Science Capstone (3 cr.)
Prerequisite: All other requirements of the program
This course integrates knowledge and skills developed in previous courses and provides an opportunity to apply them to a selected topic. Each student selects an issue currently confronting the field of study or profession, clearly defines the issue using appropriate references and resources, and creates a paper and presentation which addresses the issue. The topic must be suitable for formal presentation to a business or professional organization and the student will present the completed work to classmates.
Required Communications Courses
CM309
Professional Writing (3 cr.)
This course provides strategies for developing a clear, concise professional writing style. A variety of writing formats, including business letters and memos, formal research proposals, and reports are addressed. Voice, style, audience, purpose and the writing process, including strategies for editing and revision, are examined in the context of interpersonal and ethical dimensions.
CM310
Oral Communications (3 cr.)
Communication skills pertinent to organizational settings form the foundation of this course. Effective methods for design and delivery of oral communication are examined. Other topics include communication styles, interpersonal communication skills, dynamics of small group communication and persuasive speaking.
Electives Courses
MK315
Principles of Selling (3 cr.)
Prerequisite: MK300
This course covers the theory and practice of selling products and services. Approaches to professional selling are reviewed, with the application of selling and customer relationship skills emphasized. Topics covered include the theories and practices of customer prospecting and approach, determining customer wants and needs, sales presentation, overcoming objections, closing the sale, and sales territory management. Also reviewed are communication skills and techniques needed for developing relationships and negotiating sales transactions. Finally, the legal and ethical issues pertaining to contemporary selling are covered.
MK405
International Marketing (3 cr.)
Prerequisite: MK300
This course addresses the development of marketing strategies based on differing economic, social, geographic, and cultural environments. Emphasis is placed on problems and practices of managing international marketing activities. Topics include alternative ways of marketing internationally, approaches for conducting international marketing research, product adaptations, distribution channels between and with foreign markets, and international promotions.
MK410
Electronic Marketing (3 cr.)
Prerequisite: MK300
This course covers the fundamentals of electronic commerce as a method for marketing goods and services. It examines how electronic mediums such as the Internet are used for managing the marketing mix elements of product, price, placement, and promotion. The use of electronic mediums for facilitating marketing communications and relationship management is also reviewed.
MK420
Advertising (3 cr.)
Prerequisite: MK300
This course examines the role of advertising in influencing target markets. Topics include planning an advertising campaign, media planning and selection, measuring advertising effectiveness, determining advertising budgets, and uses of advertising for different markets.
MK430
Product Management (3 cr.)
Prerequisite: MK300
This course focuses on managing products and services throughout their life cycles. Topics include product and service opportunity identification, new product and service innovation, development, design, and idea testing; and development team management. Product and service launching strategies, pricing approaches, and promotional techniques are explored. Also discussed are branding concepts and brand management strategies.
MK440
Business Sales (3 cr.)
Prerequisite: MK300
This course covers the theory and practice of selling products and services to businesses. It considers its similarities to and differences from consumer sales in terms of mix, buyer behavior and the buyer-seller relationship. It addresses the social, ethical, and legal elements of business-to-business sales.
MK442
Sales Management (3 cr.)
Prerequisite: MK300, MK315, MK440
This course examines the process of managing sales representatives, accounts, and resources in the context of the legal, ethical and global business environment. It covers the sales force recruiting and hiring process; approaches to sales force training, compensation, and motivation; techniques used in sales forecasting; and approaches to establishing and managing sales territories. Strategies for managing resources and measuring sales goals are also explored.
MK444
Customer Service & Communications (3 cr.)
Prerequisite: MK300
This course addresses the importance of customer service and customer-centered communications for ensuring the success of organizational marketing efforts. It explores the concepts of designing systems that meet the service and communications needs of customers, and of building and maintaining lasting customer relationships. Strategies for assessing whether systems promote or hinder an organization’s ability to deliver excellent customer service are examined. Also examined are techniques for designing effective communications and the use of technology to support customer service activities.
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