Bachelor of Science
Marketing Courses
Marketing (630)
An introduction to the activities involving the exchange of goods, services, and ideas for the satisfaction of human wants. Marketing examined as it relates to the other functions of the organization, to consumers, and to society.
Prerequisite: 50:220:102 (formerly 50:220:105).
Covers both professional and college sports as a business. We will analyze and discuss issues that make the business of sports different from other industries as well as the similarities. Issues will include league structure, team operations, revenue sources, media influence, stadium operations, stadium development, finances and costs, labor relations, college business issues, college issues, social issues, and valuation and profit.
Prerequisite: 52:630:201.
Reviews theoretical basis of persuasion. Within the context of integrated marketing communications, emphasis on issues associated with planning and executing effective integrated advertising, sales promotion, publicity, and personal selling programs. Addresses marketing communication tools including online communication, e-commerce communication opportunities, and traditional marketing communications media.
Prerequisite: 52:630:201.
Detailed coverage of principles and techniques of personal selling and sales management. Emphasis is on selling as a form of two-way communication to first understand the customer’s needs and then make clear to the customer how the salesperson’s proposed solution would best satisfy those needs.
Prerequisite: 52:630:201.
Emphasis on the strategic use of the internet and mobile as marketing tools and communication media. Students learn strategies for planning and integrating digital marketing tools (e.g., social media, mobile marketing, and SEO/SEM) into the overall marketing strategy to achieve company goals.
Prerequisite: 52:630:201.
Emphasis on monitoring, analyzing, and optimizing digital marketing strategies for business growth and sustained competitive advantage. Students apply knowledge of social listening, engagement, and integration to implement a holistic marketing strategy.
Prerequisites: 50:960:183 or 283; 52:630:201 and 361.
Students will learn how to create, plan, and implement a content marketing strategy. Students will gain practical experience in engaging audiences, writing compelling copy, creating branded videos, and building a company’s professional brand and authority, measuring the efficacy of owned content, and leveraging outreach techniques and content networks to effectively distribute content.
Prerequisites: 52:630:201
Costs, competition, and the customer’s needs in price-setting considerations. Integration of these and other factors for developing profit-maximizing pricing strategies. Particular attention given to the determinants, measurements, and prediction of customer price sensitivity.
Prerequisites: 52:630:201 and 50:960:182 or 183.
A comprehensive view of retailing and an application of marketing concepts in a practical retail managerial environment. Analysis of current multichannel retail strategies among bricks-and-mortar and web-based firms. Topics include the development of a retail format and its strategy; the analysis of a target market; demographic analysis using census data; site selection; retail personnel issues; and retail and category management. Buying, financial analysis, and pricing will also be investigated. Cases will examine current-day changes among prominent retailers, and website content will be analyzed from the perspective of the retailer-customer interface.
Prerequisite: 52:630:201.
In this course students collaborate on ideas in a team environment to gain an understanding of product development focusing on creative processes including basic design techniques, technical considerations, colors, materials, and production methods. Business solutions incorporate analyzing society, target markets, current trends, sourcing, costs, and marketing efforts. Final line ideas are presented.
Prerequisite: 52:630:201.
The identification of similarities and differences in marketing systems across nations. Emphasis on cultural, legal, political, and ethical issues affecting marketing strategies. A critical analysis of adaptation and standardization decisions regarding the marketing mix, especially as they are affected by level of economic development.
Prerequisite: 52:630:201.
Study of the consumer decision-making process and the impact of relevant psychological, sociological, and cultural variables. Attention to recent research regarding psychological and contextual determinants of buying and consumer behaviors. Implications for positioning and communication strategy as well as public policy and consumer protection.
Prerequisite: 52:630:201.
Formally: Consumer Analysis
Analyzing all aspects of a brand including strategic plans to create, build, and leverage a brand’s equity or value over time. Course topics will include brand values, positioning, awareness, image, and loyalty. The course will cover frameworks for developing and launching brand extensions and co-brands, global branding, sustainability, and methods to assess brand performance and profitability.
Prerequisite: 52:630:201.
Study of how organizations collect and use information about consumers, competitors, and the environment. Topics include information system needs for marketing decision making; exploratory, descriptive, and experimental research designs; data collection methods; and analysis techniques for describing research results. Special emphasis given to the effects of new technology on understanding consumer behavior. A major research project is required.
Prerequisites: 52:630:201 and 50:960:183 or 283.
Emphasizes analytical approaches to customer relationship management including customer acquisition, customer development, and customer retention. Review of statistical concepts with extensive use of the software package SPSS. Students acquire the skills necessary to construct various types of predictive models using customer databases. Includes a comparison of traditional RFM (regency/frequency/monetary) versus other more advanced approaches, such as decision trees and logistic regression, in maximizing the profitability of marketing campaigns.
Prerequisites: 50:960:183 or 283, 50:950:284, and 52:630:201.
A top management perspective on the overall marketing task, including planning, organizing, controlling, and integrating all the activities of the marketing department. Integration of marketing with other operations of the business unit. Major strategic problems and current trends identified and analyzed.
Prerequisites: 50:960:183 or 283, 50:960:284, and 52:630:201.
The School of Business-Camden offers a 3-credit course on doing business in South Africa. The course highlight is a 12-day study trip over spring break to South Africa, where students visit businesses and government/community enterprises to learn about management and marketing opportunities, challenges, and practices in this region. Course meetings will be scheduled prior to the trip, accompanied by class meetings and student presentations following the trip.
Prerequisite: Instructor permission.
The School of Business-Camden offers a study program on doing business in France. The program highlight is a 10-day study trip to France where we will visit businesses and government institutions to learn more about management and marketing practices in this region. Introduction to the concepts, framework, and issues of global business and how they influence management decisions: multinational firms, international trade, and the cultural, political, institutional, social, and economic environment of the global marketplace.
Prerequisite: Instructor permission.
The School of Business-Camden offers a 3-credit course on doing business in Brazil. The course highlight is a 12-day study trip to Brazil, where students visit businesses and government/community enterprises to learn about management and marketing opportunities, challenges, and practices in this region. Course meetings will be scheduled prior to the trip, accompanied by student presentations following the trip.
Prerequisite: Instructor permission.
The School of Business-Camden offers a three-credit course on doing business in Argentina. The course highlight is a 12-day study trip to Argentina, where students visit businesses and government/community enterprises to learn about management and marketing opportunities, challenges, and practices in this region. Course meetings will be scheduled prior to the trip, accompanied by student presentations following the trip.
Prerequisite: Instructor permission.
Individual study under the supervision of the marketing faculty usually on a specified project or paper, to deepen and broaden the student’s professional horizon and enrich the educational experience.
Prerequisite: Permission of instructor.
Designed to integrate course materials, introduce newer philosophies and techniques in marketing, and apply them to selected problems. Extensive readings and research reports required. Topics vary from semester to semester, including topics such as services marketing or nonprofit marketing.
Prerequisite: Permission of instructor.
Individual research project.
Prerequisite: Permission of instructor.
Completion of an approved internship in a marketing organization. Arrangements for the internship must be agreed upon by the sponsoring organization before the beginning of the semester. Students should consult the director of advising for detailed instructions before registering for this course.
Prerequisites: Cumulative grade-point average of 3.0; permission of internship director.
