Course Descriptions Prerequisites: MKT 113, and one of the following: PSY 108 or SOC 112 or ATH 111. MKT 350 Ethical Issues in Marketing (3 credits) This course explores current ethical issues and challenges in marketing. The emphasis is on applying various ethical frameworks to analyzing ethical dilemmas, identifying crucial ethical issues, and exploring all stakeholders’ viewpoints. In addition to learning about ethical issues that may occur in various aspects of marketing such as counterfeit products, undisclosed prices, selling disguised as research, promotion issues, and distribution issues; students will develop their own positions on these issues. Topics may change as new issues arise in marketing. Prerequisite: MKT 113. MKT 355 Social Media Marketing Strategy (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 tool that will enable marketers to build high-value relationships with their constituencies. The course will focus on key elements such as determining and matching social media tactics with the appropriate target market and developing strategies to engage those markets using relevant social media channels. Prerequisite: COM 310 or MKT 229. MKT 360 Direct Marketing (3 credits) The use of direct marketing in today’s business world is growing at a remarkable speed. New digital and other hightech developments have given way to new marketing activities to help marketers create and communicate customer value. Such activities are those regarding high-tech digital media such as online social networking, mobile marketing, search engine optimization, just to name a few. These activities are now used in conjunction with electronic media such as television, telephone, radio and print. This course introduces students to these activities and helps them develop basic skills necessary to effectively and successfully carry them out. Emphasis is placed on the database-driven interactive process of directly communicating with targeted customers or prospects using the appropriate media to obtain measurable responses or transactions via the appropriate channels. Prerequisites: MKT 113 and one other 200- or 300level MKT course. MKT 378 Brand Communications (3 credits) A strong brand brings a competitive advantage to a company, and building and maintaining a brand is a critical task for marketers. Identifying potential for brand salience, performance 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 with 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 177