MRKT: Marketing (Undergraduate)

MRKT 1005  Marketing Principles  (4 Credits)  

This study is to provide a basic understanding of the marketing function within a company or other organization. Marketing is the creation and capture of customer value based on good customer relationships. The focus will be on the consumer. Note that the consumer can be defined as the student wishes. It is important to know how to develop and practice the principles of marketing as a social and managerial process whereby individuals and groups obtain what they need and want by creating and exchanging products, services and value with each other. This course was previously BME-212414 Marketing Principles.

MRKT 1998  Individualized Studies in Marketing (MRKT)  (1-8 Credits)  

Students have the opportunity to develop individualized studies with their mentor in Marketing (MRKT). Registration for this class must be approved by the student’s mentor.

MRKT 2998  Individualized Studies in Marketing (MRKT)  (1-8 Credits)  

Students have the opportunity to develop individualized studies with their mentor in Marketing (MRKT). Registration for this class must be approved by the student’s mentor.

MRKT 3005  Business to Business Marketing  (2 Credits)  

The purpose of this course is to develop a strong conceptual framework for the understanding and application of the business-to-business (B2B) marketing management process. The course explores the unique issues of marketing to business customers in private firms, non-profit entities, and government agencies. Topics include: the nature of B2B markets, buying behavior of B2B customers, legal, political, and ethical issues, B2B marketing strategy, and relationship management. The course also reviews the frameworks for analyzing B2B marketing functions relative to products and services, markets, and industries. Prerequisites (must complete before registering): Marketing Principles (MRKT_1005) or Introduction to Marketing, or equivalent This course was previously BME-213322 Business-to-Business Marketing.

MRKT 3010  Consumer Behavior  (4 Credits)  

Through a combination of textbook and case study reading, the student will be guided in learning about the basic concepts of consumer behavior. This study will provide the student the opportunity to understand the function of consumer behavior in today's society and how marketers attempt to influence this behavior. It will involve various types of consumers and views of the consumer's influences such as the internal or psychological or external or anthropological/sociological. Therefore, social science and business with both be key features in this study. Prerequisites (must complete before registering): Marketing Principles (MRKT_1005) or Introduction to Marketing, or equivalent Highly Recommended (not required): Introduction to Psychology (PSYC_1005), or equivalent This course was previously BME-213914 Consumer Behavior.

Attributes: Liberal

MRKT 3015  Integrated Marketing Communications  (3 Credits)  

This course is designed to introduce students to the role of advertising and other promotional mix elements in the integrated marketing communications (IMC) program of an organization. The course allows students to develop an understanding of an integrated marketing process, how companies organize their advertising, and how they set their organizational goals for promotional, customer behavior, and organizational communications. Attention will be given to the IMC tools used in contemporary marketing including advertising, direct marketing, Internet and interactive marketing, sales promotion, publicity and public relations, and personal selling. The course examines how IMC programs are planned, developed, and implemented. It also considers the environments in which advertising and promotion occur and the regulatory, social, and economic factors that affect such programs. Prerequisites (must complete before registering): Registration in this course requires the successful completion of at least one intermediate course in Advertising, Marketing, Marketing Management, Marketing Research, or Consumer Behavior. Note: Integrated Marketing Communications is designed to provide an upper-level course for those who are interested in the theory and practice of Marketing, Advertising, and/or Consumer Behavior or equivalent knowledge.

MRKT 3020  International Marketing Strategies  (3 Credits)  

This course focuses on the realities of developing and implementing marketing strategies in an international setting. It is designed to enhance the strategic, analytical, research, and application skills of participants in international marketing contexts. It evaluates different approaches for analyzing and implementing strategies in the dynamics of the changing environments of international marketing, focusing on the challenges confronted and contemporary knowledge. The course provides students with the appropriate tools and techniques for investigating marketing in international situations and for measuring and evaluating innovation, exporting potential, brand image, service quality, etc. Consideration will be given to the impact of local habits in the marketing of goods and services worldwide and to developing an appreciation of national cultural impact on different marketing approaches. Prerequisites (must complete before registering): an introductory course in Marketing and preferably Market Management Highly Recommended (not required): a course in International Business or Cross-Cultural Management. Preferably, students should be co-registered in another intermediate course in Marketing, Marketing Management, Marketing Research, or Consumer Behavior or equivalent knowledge Notes: International Marketing Strategies is an upper-level course that articulates with, and advances knowledge of, many of the issues confronted in marketing, cross-cultural studies, and strategy development and implementation.

MRKT 3025  Digital Marketing  (4 Credits)  

This course reviews strategic, operational and functional aspects of online marketing. Students will learn about integration of new information technologies with basic principles of marketing. The relationship between firm and consumer in the e-environment will be discussed from the technological, legal, ethical and global perspectives. Students will analyze situations within the work place, identify specific courses of action, develop goals and objectives, and implement strategies and tactics that support online marketing objectives. Prerequisites (must complete before registering): Introduction to Marketing and Computer Information Systems (INFS 2005), or equivalents This course was previously BME-213924 Internet Marketing.

MRKT 3030  Marketing Communications: Advertising & Promotion  (4 Credits)  

This course is designed to develop an understanding of all aspects of integrated marketing communications including advertising, direct marketing, the Internet, interactive media, sales promotion, public relations, personal selling, social and consumer-driven media and consumer advertising. It provides details on how to research and evaluate a company's marketing environment and promotional situation within the context of consumer behavior, other variables in the marketing mix and overall corporate’s marketing plans and how to use various promotional tools to develop effective communications strategies and programs. Prerequisites (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT 1005), or equivalent Satisfies requirement for Marketing Communications within the marketing degree. This course was previously BME-213414 Marketing Communications: Advertising and Promotion.

MRKT 3035  Marketing Distribution Channels  (4 Credits)  

This course focuses on the different types of channels that organizations use to facilitate the exchange between the supplier and the customer. Students will learn the difference between using intermediaries and direct channels; the different types of channel participants; how to best manage the channel network: balancing internal constraints and the customer’s buying behavior; and managing channels for consistency between the channel mix and the product mix and promotion mix. Special topics will include channels for the 21st century including electronic channels, direct selling and marketing channels for the service industry. Prerequisites (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT 1005), or equivalent Notes: Students in this course may also want to include in their degree program courses in sales management, marketing communications, internet marketing, inventory control or warehousing, and conflict resolution or similar course to learn how to manage channel members effectively.

MRKT 3040  Marketing for Nonprofit Organizations  (4 Credits)  

The demand for nonprofit services is continuing to increase; yet the funding for these services is decreasing as the demand increases. Nonprofit organizations are looking to nonprofit marketing to increase their donations and support the services that they offer. This course will focus on the role of nonprofit marketing as part of the overall objectives and strategy of the nonprofit organization. Students will learn how to create a relationship marketing strategy with the organization’s donors, volunteers, and funding agencies. The importance of branding and how to build a brand will be discussed for participants in this industry. The elements of the marketing mix for nonprofit organization will be defined including the product mix and the promotion mix; and how they are integrated into the planning process. Finally, this course will look at the evolving role of for-profit products that are being developed to supplement funding for nonprofit organizations. Prerequisite (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT 1005), or equivalent. Notes: This course would be of interest to student who want to work for non-profits and thus could be included with studies such as non-profit management.

MRKT 3045  Marketing Management  (4 Credits)  

Course focuses on the methods to identify appropriate marketing objectives, the development of marketing strategies designed to meet stated objectives, and the process for the successful implementation of tactics that will drive desired customer action. Concepts to be examined include product planning, market needs, competitive assessment, media planning, market segmentation, goal setting, pricing strategies, budgeting, distribution, promotion and customer service. By analyzing the marketing efforts of organizations across various industries, the student will gain an understanding of the critical factors to consider in developing and evaluating marketing plans. Prerequisite (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT 1005), or equivalent Notes: Course should be cross-listed in both MKT (Marketing) and MGT (Management). This course was previously BME-213804.

MRKT 3050  New Product Development  (4 Credits)  

In order to sustain their competitive position, organizations look to new product development. This course focuses on the process for new product development and how to successfully commercialize product innovations. Students will learn about concept generation; project evaluation; sequential and parallel processes for product development; and how to successfully launch new products. The role of new product development in the strategic planning process will also be discussed. Prerequisite (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT 1005), or equivalent Notes: Students in this course may want to consider including studies in their degree program in the field of marketing such as marketing management and marketing communications, organizational behavior, and production for preparation for a career in manufacturing or marketing management.

MRKT 3055  Public Relations  (4 Credits)  

This study focuses on the essentials of basic public relations activities and assumes that the student has already taken marketing or has significant marketing knowledge. The topics to be covered include: understanding public opinion, ethics, Public Relations (PR) research, communication, the role of PR within a corporation, lobbying as PR, public relations writing, dealing effectively with the media and employees, and crisis communication. Prerequisite (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT 1005), or equivalent Notes: Fulfills requirement for Marketing Communications within the marketing degree This course was previously BME-213634 Public Relations.

Attributes: Liberal

MRKT 3060  Services Marketing  (4 Credits)  

This course provides a conceptual framework for the study, understanding and application of the theories of service marketing. A key focus is new service development and implementation into the marketplace. Topics covered include an overall foundation for understanding services marketing; examining customer expectations and building customer relationships; developing standards for services quality; managing and communicating service promises; and understanding the economic impact of service. Prerequisite (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT 1005), or equivalent This course was previously BME-213454 Services Marketing.

MRKT 3062  Healthcare Marketing  (4 Credits)  

This course will discuss key marketing functions and relate them to the health care industry. Promotion activities, pricing, and the distribution of health services will be studied. Emphasis will be placed on the managerial aspects of marketing strategies necessary for survival in a competitive marketplace. Further attention is given to the design of services and programs that respond to market interests and consumer preferences as well as the role of physicians, patients, payers and the public in the marketing effort. Prerequisite (must complete before registering): Marketing Principles (MRKT 1005), or equivalent.

MRKT 3065  Consumer Service in Healthcare  (4 Credits)  

With the high expectations of the healthcare environment, healthcare leaders face a huge challenge in creating a culture of patient satisfaction that makes an exceptional impression on every patient and family member’s interaction. Outstanding healthcare organizations set the bar at a high level for both clinical and service excellence. Customers who are armed with information and aware of their options are choosing providers they believe are ready, willing, and able to provide the superior experience they expect. This course focuses on the key issue of patient satisfaction as a key driver of competitive advantage and the impact it has on the delivery of healthcare. Prerequisite (must complete before registering): Marketing Principles (MRKT 1005), or equivalent.

MRKT 3998  Individualized Studies in Marketing (MRKT)  (1-8 Credits)  

Students have the opportunity to develop individualized studies with their mentor in Marketing (MRKT). Registration for this class must be approved by the student’s mentor.

MRKT 4005  Advanced Advertising  (4 Credits)  

This is an advanced level exploration of specific advertising issues that are not regularly dealt with in introductory and intermediate courses. The course is designed to be expansive, flexible, and eclectic and is considered a capstone course for marketing and advertising students. The course equips students to critically review and appreciate contemporary advertising and marketing issues with a developing sophistication and awareness of changing marketing contexts. Prerequisites (must complete before registering): Registration in this course requires the successful completion of at least one intermediate course in Advertising, Marketing, Marketing Management, Marketing Research, or Consumer Behavior or equivalent knowledge. Notes: Advanced Advertising is designed to provide a capstone course for those who are interested in the theory and practice of Marketing, Advertising, or Consumer Behavior.

MRKT 4010  Advanced Marketing  (4 Credits)  

Effectively addressing marketing problems is both interesting and rewarding. Case method is used in this course to provide students with facts concerning real marketing situations. The students have to sort out and analyze the most important issues to arrange a logical sequence and clarify the problem at hand. They then decide which of the possible solutions are viable and how they can be implemented. Prerequisites (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT 1005), or equivalent. Highly Recommended (not required): Statistics (MATH 1065) and at least two additional advanced level Marketing courses, or equivalents.

MRKT 4015  Brand Management  (4 Credits)  

The competitive marketing environment has become increasingly complex; resulting in the need to closely manage the organization’s brand. Brand recognition is the way in which customers differentiate between product offerings from the competitors. This course will focus on strategies for managing the organization’s brand. Students will learn about the different components of a brand; how to create a brand vision; creating brand relevance for the customer; developing a brand portfolio; and how to leverage the brand in a relationship marketing strategy. Prerequisites: Introduction to Marketing or Marketing Principles (MRKT_1005), or equivalent. Notes: Students in this course may want to consider including courses in relationship marketing, marketing management, consumer behavior, and marketing research in their degree program to complete a marketing concentration.

MRKT 4020  Hospitality & Tourism Marketing Management  (4 Credits)  

The purpose of this course is to develop a strong conceptual framework for the understanding and application of marketing management principles in hospitality and tourism (H&T). Students will develop a critical understanding of tourism and the social, cultural, political, legal, economic, ethical and environmental contexts in which it operates including but not limited to green tourism and eco-tourism and analyze how the economy impacts H&T and sustainability. They become familiar with and analyze the pieces of a marketing plan in relation to H&T industry in a global market and attain the skills needed to manage and market an H&T business. Prerequisites (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT 1005), or equivalent. Notes: Course should be cross-listed in both MKT (Marketing) and MGT (Management). This course was previously BME-214464 Hospitality and Tourism Marketing Management.

MRKT 4025  International Marketing  (4 Credits)  

The idea of this study is to provide an understanding of the marketing function within a company or other organization as it applies to international markets. The focus will be on the consumer. Note that the consumer can be defined as the student wishes but cannot be based in the United States. Whoever the consumer is, it is important to know how to develop and practice the principles of marketing as a social and managerial process whereby individuals and groups obtain what they need and want by creating and exchanging products, services and value with each other. Prerequisites (must complete before registering): Marketing Principles (MRKT 1005) , Introduction to Marketing or equivalent Note: Fulfills requirement for Understanding Organizations Within Broader Contexts. This course was previously BME-214324 International Marketing.

Attributes: Liberal

MRKT 4030  Marketing Ethics  (4 Credits)  

This study will focus on the question of why people in marketing functions should be ethical, why there is such a current concern about this issue, how ethical policies and practices can be established and maintained during the planning and implementation of marketing practices. Attention will be paid to the ethics of various aspects of marketing including advertising, promotion, research and development, pricing and marketing research. Prerequisites (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT 1005), or equivalent. Note: Fulfills requirement for Ethics and Social Responsibility. This course was previously BME-213942 Marketing Ethics.

Attributes: Liberal

MRKT 4035  Marketing Research  (4 Credits)  

This study will address the intellectual basis and practical knowledge needed to complete marketing research. The student will learn about the current debates in market research, their grounding in the history of the field and where the discipline appears to be going in the future. The study will require the student to both read the textbook as well a complete various steps associated with a research project on a topic of his/her choosing. There will be revisions on each of the deliverables throughout the semester. Prerequisites (must complete before registering): Introduction to Marketing and Statistics (MATH 1065) or equivalents This course was previously BME-214924 Marketing Research.

MRKT 4040  Marketing Strategy  (4 Credits)  

This is a course designed as a capstone. In this course students will integrate their knowledge from prior studies and work experiences. The course is not recommended as an elective for students with concentrations other than Marketing. In this course, students will analyze real marketing situations and propose sound solutions to marketing problems by designing and implementing market-driven strategies with a clear emphasis on strategic analysis, marketing planning and implementation. The course is writing intensive; students are expected to write short and longer case study reports and must be comfortable working at the upper-level in terms of reading, writing and research skills. It is strongly recommended that students undertake this study as the last in the concentration. Prerequisites (must complete before registering): Marketing Principles (MRKT 1005), or equivalent and three advanced level studies in marketing are required Highly Recommended (not required): Psychology and statistics This course was previously BME-214934 Marketing Planning and Strategy.

MRKT 4045  Sales Management  (4 Credits)  

Provides students with an understanding of the principles and techniques necessary to sell a product, service or idea, as well as how to build meaningful customer relationships in both the business-to-consumer and business-to-business segments. Topics covered will include customer need identification, solution-selling strategies, customer relationship management, and effective methods of presentation and follow-up. Additionally, the course will provide the student with strategies designed to help them effectively develop written and oral presentation skills that create desired action. Prerequisites (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT_1005), or equivalent. Notes: Course should be cross-listed in both MKT (Marketing) and MGT (Management). This course was previously BME-214834 Sales Management.

MRKT 4050  Career Self-Management and Self-Marketing  (4 Credits)  

Students will learn how to use contemporary learning theories and fundamental management and marketing concepts to guide their self- and career development. Throughout the course, students will engage in a series of learning activities aimed at developing, documenting, evaluating, peer-reviewing, presenting, and improving their practical self-management and self-marketing competencies and skills. They will learn how to use e-portfolios for conducting their personal SWOT analysis and self-assessment and will use social media tools to support their ongoing personal and professional development. Overall, this course will foster students’ self-awareness and self-reflection and will help them develop effective strategies for self-improvement and self-promotion. Prerequisites (must complete before registering): Introduction to Marketing or Marketing Principles (MRKT 1005), or equivalent. Notes: Course should be cross-listed in MKT (Marketing), MGT (Management) and Educational Studies. Although this course fully meets the 4 credit educational planning requirement, it does not deal with degree planning. If students have not yet designed their plan of studies in the college, they should contact their mentor to discuss the format they will use to design their degree plan (for example, if needed, students may take a separate Educational Planning course). This course was previously BME-214524 Self-Management and Self-Marketing.

Attributes: Liberal

MRKT 4055  Senior Project: Marketing  (4 Credits)  

Senior Project is a capstone, applied learning experience. Students work closely with the instructor on a topic of their choice to connect theory with practice and demonstrate their ability to integrate and apply the learning they have acquired over the course of their studies and experience. Depending upon the size and scope of the project, the work may be completed in one or two terms, and for differing amounts of credit. If completed in two terms, typically the first term is used for planning and research, and the second term for the final development or implementation of the project. Students should consult with their mentor and the instructor before enrolling to determine the number of credits and time needed. Prerequisites (must complete before registering): As this is designed a capstone course, students should enroll in Senior Project during their final year of study. All lower level Marketing courses should be complete, as well as at least two advanced level Marketing courses or their equivalent. The student should have already completed Statistics and either Market Research and/or Consumer Behavior before enrolling in this course. Notes: Additional Marketing courses may be taken concurrently. Students will be expected to apply learning from all concentration courses, including those being taken during the same term. Senior Project is offered through the College’s programs in Albania, Lebanon, Prague and Turkey, however ANY student interested in doing a final capstone project on a topic related to one of these countries or regions, or with an international theme, is welcome to request the opportunity to work with one of the international faculty in these programs. This course may be taken for 2 to 6 credits over one or two terms.

MRKT 4998  Individualized Studies in Marketing (MRKT)  (1-8 Credits)  

Students have the opportunity to develop individualized studies with their mentor in Marketing (MRKT). Please contact your mentor/advisor for more details.