Marketing Concentration Requirements

The Marketing Concentration

In addition to satisfying the B.S.B.A. degree requirements, the marketing concentration requires a minimum of five units, including MKT-326 Marketing Research and Analysis, chosen from among the marketing courses. A maximum of seven units can be taken in any area of concentration. Independent study courses only count toward the concentration with permission of the department chair.

Marketing

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  • MKT 259 Special Topics in Marketing

    Units: 0.5-1

    Description
    Marketing topics not covered in other courses.
  • MKT 320 Principles of Marketing

    Units: 1

    Description
    Activities by which the planning and exchange of ideas, goods, and services are explained from inception to final consumption. Analysis of markets and their environments, development of marketing strategy, evaluation and control of marketing programs.

    Prerequisite

    ACCT-201, ECON-101, ECON-102, either ECON-170 or BUAD-202, business school major or minor

  • MKT 322 Product Development and Innovation

    Units: 1

    Description
    The complete product lifecycle, from idea generation through commercialization. Focuses on the processes used in conceiving, structuring, developing and monetizing different marketing concepts. How to foster creativity, conduct market opportunity assessments, optimize product development and channel strategies, develop and employ marketing plans, forecast new product sales, conduct portfolio assessments, and manage future innovation efforts.

    Prerequisite

    MKT-320 and business school major

  • MKT 323 Professional Selling

    Units: 1

    Description
    Examine the elements and concepts related to the personal selling process, as it relates to marketing. Learn, practice, and apply selling skills and techniques that are relevant to professional selling situations and/or persuasive business situations. Topics include: aspects of the personal selling process; consultative/strategic selling; techniques used for prospecting and handling objections; closing.

    Prerequisite

    MKT-320 and business school major

  • MKT 324 Sales Management

    Units: 1

    Description
    Sales force management program; allocation of sales effort; recruiting; selection and training, motivation, supervision, compensation, evaluation, and control of the sales force; elements of the personal selling process.

    Prerequisite

    MKT-320 and business school major

  • MKT 325 International Marketing

    Units: 1

    Description
    Global market and its influence on domestic as well as international marketing including cultural, political, and economic factors. Analysis includes screening of foreign markets for entry of U.S. products and subsequent development of market plans as well as strategic responses to effects of international trade on U.S. market.

    Prerequisite

    MKT-320 and business school major

  • MKT 326 Marketing Research and Analysis

    Units: 1

    Description
    Concepts, methodology, and techniques. Research design and statistical analysis. Validity and reliability of research information. Note: Marketing 326 is required in the marketing concentration area.

    Prerequisite

    MKT-320 and one of BUAD-202 or ECON-170. Business school major.

  • MKT 328 Directed Independent Study

    Units: 0.5-1

    Description
    Independent research on a marketing topic conducted under the direct supervision of an instructor.

    Prerequisite

    Permission of instructor and department chair.

  • MKT 359 Special Topics in Marketing

    Units: 0.5-1

    Description
    Marketing topics not covered in other courses to enhance the Marketing concentration.

    Prerequisite

    MKT-320. Business School major.

  • MKT 406 Summer Undergraduate Research

    Units: 0

    Description
    Documentation of the work of students who receive summer fellowships to conduct research [or produce a creative arts project] in the summer. The work must take place over a minimum of 8 weeks, the student must engage in the project full-time (at least 40 hours per week) during this period, and the student must be the recipient of a fellowship through the university. Graded S/U.
  • MKT 420 Marketing and Media Disruption

    Units: 1

    Description
    Apply traditional business disruption theory to the intersection of 21st century technology, product development, logistics, and communications to better understand the new world of marketing and media.

    MKT-320 and MKT-326

  • MKT 421 Integrated Marketing Communications

    Units: 1

    Description
    Focus on coordination of organization's whole communications strategy to convey a consistent message to target customer.

    Prerequisite

    MKT-320. Business School major.

  • MKT 422 Strategic Brand Management

    Units: 1

    Description
    Theoretical and applied understanding of brand development and brand management. Focus on the strategic processes used to generate and capture brand equity. Develops understanding of how to build, measure and manage various brand offerings, and through the use of an aggressive experiential curriculum, encourages the application of the theories and strategies learned in class in real world business situations.

    Prerequisite

    MKT-320. Business School major.

  • MKT 423 Marketing Analytics

    Units: 1

    Description
    Hands-on analytical and communication skills to address tactical and strategic marketing questions in todays technological and data-intensive world. Analysis, management, and interpretation of scanner, direct marketing, geo-demographic, and other types of marketing data are emphasized through extensive use of software, such as SPSS, Excel, and Simply Map.

    Prerequisite

    MKT-320 and BUAD-202 or ECON-170. Business school major

  • MKT 424 Consumer Behavior

    Units: 1

    Description
    Emphasis on understanding of individuals as consumers and organizational buyers; actions consumers engage in while selecting, purchasing and using products or services in order to satisfy needs and desires. Focus on psychological, emotional, social, and physical processes that precede or follow these actions; how offerings can be targeted more efficiently and effectively to consumer.

    Prerequisite

    MKT-320. Business School major.

  • MKT 425 Sports Marketing

    Units: 1

    Description
    Overview of the essentials of effective sports marketing, addressing two broad perspectives of sports marketing: the marketing of sports, and the marketing through sports. Covers the sports consumer, sports and sports-related product offerings, brand management, sponsorship, licensing, strategy development, research resources and techniques, and career opportunities.

    Prerequisite

    MKT-320 . Business School major.

  • MKT 426 Digital Marketing

    Units: 1

    Description
    Examine the role digital marketing plays in strategy development for brands. Analyze and study the importance of digital media and the use of social media platforms in modern marketing and advertising plans. Design, develop, and execute a digital marketing program as a class project.

    Prerequisite

    MKT-320. Business School major.

  • MKT 428 Strategic Marketing Management

    Units: 1

    Description
    Capstone marketing strategy course for seniors concentrating in marketing. Designed to integrate learning from prior courses through hands-on application. Emphasizes the importance of analysis, planning and implementation in successful execution of marketing strategies. Course content is interactive and experiential, and includes discussion, case analyses, real-world exercises and a semester-long strategic marketing project. Formal written reports and presentations will be developed and delivered.

    Prerequisite

    MKT-320, business school major, senior standing