MARKETING
Professors R.F. Dyer, P.A. Rau, R.S. Achrol, L.M. Maddox, S.S. Hassan
Associate Professors M.L. Liebrenz-Himes, V. Perry (Chair)
Assistant Professor A.V. Krasnikov
See the School of Business for programs of study leading to the degree of Bachelor of Business Administration.
Departmental prerequisite: BAdm 3401 is prerequisite to all courses in the Marketing Department; additional prerequisites are listed with the courses.
| 3142 |
Consumer Behavior (3) |
Perry and Staff |
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Social, cultural, and psychological factors influencing the behavior of consumers. Models of buyer behavior, consumption patterns, market segmentation, attitude formation and change, brand loyalty, adoption of innovations, and store choice decisions. Marketing management and public policy implications of consumer research. (Fall and spring) |
| 3143 |
Marketing Research (3) |
Rau, Krasnikov |
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Basic methods and techniques of market research. Designing a marketing research project: research questions, secondary and syndicated data, primary data collection approaches, data analysis and report presentation. Focus group interviews, questionnaire construction, statistical software packages. Prerequisite: Stat 2112 or 2118. (Fall and spring) |
| 4148 |
Advertising (3) |
Maddox and Staff |
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Planning an advertising campaign. Consumer and market information, message appeals, media selection and scheduling, measuring effectiveness. Current criticism and regulation of the advertising function. Other major marketing communication tools, including personal selling and sales promotion. Prerequisite: Mktg 3142, 3143. (Fall) |
| 4149 |
Advanced Advertising Campaigns (3) |
Maddox |
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Participation in the National Student Advertising Competition. Research, media planning, copywriting, layout/design. Travel to competition site. Prerequisite: Mktg 4148 and permission of instructor; corequisite: Mktg 4151. (Spring) |
| 4150 |
Salesmanship and Sales Management (3) |
Staff |
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Development of personal selling and presentation skills; examination of types of selling situations. Organization of sales department, sales planning and forecasting, quotas, territories, performance standards, and analysis and control of distribution costs. Prerequisite: Mktg 3142, 3143. (Fall and spring)
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| 4151 |
Marketing Communications Planning (3) |
Maddox |
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Components of a marketing communications plan. Writing a professional proposal, plans book, executive summary, and speech. Prerequisite: Mktg 4148; corequisite: Mktg 4149. (Spring) |
| 4152 |
Retailing Management (3) |
Staff |
| |
A study of retailing management and strategy covering the current environment of retailing, retail market and financial analysis, store location and design, inventory management, and non-store and service retailing. Industry executive and student presentations and case analyses. (Fall)
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| 4159 |
Marketing: Strategic Planning (3) |
Dyer, Achrol, Liebrenz-Himes, Rau |
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The capstone course for marketing majors. Analytical integration of material covered in previous marketing courses. Marketing strategy literature, financial dimensions of marketing decisions, and comprehensive cases. Prerequisite: Mktg 4148, 4150. (Fall and spring) |
| 4900 |
Special Topics (3) |
Staff |
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Experimental offering: new course topics and teaching methods. |
| 4995 |
Independent Study (arr.) |
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Assigned topics. Admission by prior permission of advisor. May be repeated once for credit. (Fall and spring)
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