Course Descriptions formance and image creation and brand resonance when creating a brand, and as branding activities change over the life of a brand in response to changes in the expectations of consumers and to the competitive conditions in the marketplace, is at the core of this course. It exposes students to the process of designing a brand, targeting a brand, and delivering a brand message through a range of media and marketing communication programs throughout the life of the brand. Offered once a year. Prerequisite: MKT 113. MKT 432 Strategic Marketing Planning (3 credits) This is the capstone course of the undergraduate marketing curriculum. It focuses primarily on the decisions required of marketing executives as they seek to develop, implement and control integrated marketing programs. Students will be asked to apply their understanding of marketing strategies in order to evaluate and implement strategic plans to solve specific company problems. Topics include a diversity of product, market and industry environments. Prerequisites: MKT 113 and MKT 337; the completion of three of the following courses: MKT 222, MKT 229, MKT 320, MKT 345, MKT 350, MKT 360, MKT 433 or MKT 442; and Senior standing. MKT 433 Multinational Marketing (3 credits) This course explores the development of international marketing programs from the determination of objectives and methods of organization through the execution of research, promotion, distribution and production activities. Students examine the international similarities and differences in marketing functions as related to the cultural, economic, political, social and physical dimensions of the environment. Students also consider the changes in marketing systems as well as the adoption of marketing philosophies and practices to meet conditions in different countries. This course is cross-listed as INT 433. Prerequisites: ECO 202 and MKT 113 or permission of the instructor. MKT 442 Retailing Management (3 credits) This is an advanced level course beyond the scope of basic retailing. It is geared to the retailing major and other business majors with a strong interest in the retail sector. The course begins with a broad view of retailing management and focuses down to store level management and operations. Customer relationship management, human resource issues, information technology, asset protection, merchandising policies and retail best practices are covered. Many different retail operations and management styles are observed, analyzed, and discussed. The prominence of trade associations as agents of legislative change and influencers in management decision making is addressed, and retail industry benchmarks and economic influences are discussed. Offered once a year. Prerequisite: MKT 222. MKT 455 Social Media Marketing Campaigns (3 credits) This course will develop the students’ ability to effectively and successfully create and implement a social media marketing campaign and evaluate as well as measure its success. Intensive skill building will be placed on creating, applying and integrating the appropriate social media tools to
meet the marketing objectives of the organization. The course will focus on key elements such as audience, campaign objectives, strategic plan, tactics, tools, and metrics to measure the campaign. Prerequisites: MKT 229 or COM 310 and MKT 355. MKT 469 Emerging Trends in Retailing (3 credits) This capstone course covers the emerging trends and issues that affect retail strategies, management and operations. Students will engage in collaborative research to explore those issues. Guest speakers and retail experts in the areas of Real Estate, Retail Site Location, Asset Protection, Legal Issues, Information Technology and Global Sourcing will be invited to share their opinions on the issues. Prerequisite: MKT 322. MKT 480 Independent Study (3 credits) Independent study allows the student to investigate any marketing subject not incorporated into the curriculum or to do in-depth study or research in a specialized area of marketing. Prerequisites: Permission of the marketing department chair and the school dean. MKT 490 Marketing Internship (0-12 credits) This closely supervised on-the-job training combines classroom theory with business experience. Students spend one semester working in an environment where marketing principles and practices can be learned firsthand. Open to marketing majors only. MKT 491 Retailing Internship ** Only Offered Online This closely supervised on-the-job training combines classroom theory with business experience. Students spend one semester working in an environment where retailing principles and practices can be learned firsthand. Open to retailing majors only.
Organizational Leadership OL 110 Introduction to Business (3 credits) This course introduces basic business functions and how businesses are owned, managed and controlled. Elements of a business are integrated to reflect how each interacts with the others to provide the concept of a systems background. A broad background in business practices, principles and economic concepts is discussed and provides the basis for use in more advanced courses. This course includes an introduction to international business. For 3Year Honors Program students only. OL 125 Human Relations in Administration (3 credits) The human relations skills that managers need to develop interaction skills that contribute directly to effective human resource management and the development of higher productivity are studied. Skill areas include leadership, motivation, communications, group dynamics, organizational development, management by objectives, and stress and time management. Students learn techniques for becoming more effective managers, subordinates, peers and persons. Students are introduced to the international aspects of human relations. OL 211 Human Resource Management (3 credits) 189