Program Description

Marketing is an exciting way to think about how the world works. From a firm's view-point, marketing is the business function that is responsible for managing its transactions and relationships with its markets. In today's global economic environment, marketing expertise is a fundamental prerequisite to compete successfully. Marketing inputs are crucial in the development and positioning of new products so that buyers see their relevance. A firm's most visible marketing tools are its salespeople, advertisements, bill-boards, price-promotions and displays in retail outlets. A firm's less visible marketing functions include its market research and its interactions with wholesalers and retailers. A firm's growth and profitability is influenced by the quality of its decisions in all of these areas. Our program offers courses in all of the forementioned areas. Marketing majors will develop both quantitative and qualitative skills needed to succeed in a real business environment.

Courses in Marketing

MKT 351 - INTRODUCTION TO MARKETING

(Prerequisites: Junior standing, ECO 153, 154) This course introduces the student to the field of marketing. An overview of the principles on which the discipline is founded is provided to students. In addition, the role that various institutions such as manufacturing firms, wholesalers and retailers, and other facilitating middlemen play in the marketplace is examined. The marketing concept is presented as the framework under which the decisions related to marketing mix variables (product, place, price and promotion) are made by organizations.

MKT 361 - MARKETING RESEARCH

(Prerequisite: MKT 351) Study of the role of marking information as the basis for decision making. Topics include research design, methods of gathering data, questionnaire structure, interviewing methods, and preparing the final report. Examples of various types of research problems and quantitative techniques used by marketing management are presented.

MKT 362 - CONSUMER BEHAVIOR

(Prerequisite: MKT 351) Study of theories of consumer behavior. The buyer is analyzed at the individual level in terms of motivation, attitudes, etc. and at the social level in terms of influence on buying behavior from the socio-economic environment.

MKT 470 - MARKETING COMMUNICATIONS

(Prerequisite: MKT 351) Personal and mass communication approaches generated by manufacturers and intermediates or institutions toward target markets. The design of advertising campaigns to shift consumer attitudes, to secure resellers' support and to inform, persuade and move them to action. Development of copy selection of media and measurement of promotion effectiveness including evaluation of sales force.

MKT 471 - SALES FORCE MANAGEMENT

(Prerequisites: MGT 352, MKT 351) This course is intended to develop the concepts and techniques needed to identify and analyze the various decision areas faced by a sales force manager. Topics to be covered include recruiting, selecting, and training the sales force; forecasting, budgeting and sales quotas; assigning, motivating and compensating the sales force.

MKT 472 - RETAILING MANAGEMENT

(Prerequisites: MGT 352, FIN 351, MGT 351, OIM 351) This course is intended to focus on the decision areas facing retail managers. Topics to be covered will include retailing, structure, merchandising, locations, store layout, promotion, pricing and personnel.

MKT/IB 475 - INTERNATIONAL MARKETING

(Prerequisite: MKT 351) Analysis of the marketing strategies of multinational corporations with emphasis on the internal environment of country markets. Discussion s will include comparisons of different regional markets along socio-economic, political and cultural dimensions. Different types of international market barricades and the corresponding market entry strategies will be analyzed. Additional reading from international publications will be required.

MKT 475 - MARKETING STRATEGY

(Prerequisite: MKT 351) The theme of this course is building effective marketing strategies through integrated decision making. Emphasis is on different decision models within functional areas such as demand analysis, consumer research, product and promotion managment, etc. Case discussions and advanced readings will be required.