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Courses and Curriculum

Undergraduate Marketing Curriculum

In today's highly competitive business environment, where buyers have a wide range of product choices, it is increasingly important to closely match company capabilities and market opportunities. An understanding of the complex, interdependent nature of the global marketplace and its inherent technologies is essential in managing a market-driven business.

Marketing is the activity of business that is primarily responsible for developing the sales revenue of the firm. As such, marketing is concerned with developing new products and services and improving the existing offering to develop a steady and profitable sales stream. There are many supporting activities that have an impact on sales, including personal selling and promotion and developing good trade relationships for which marketing is responsible. The marketing of technology-based products is growing in importance along with international aspects of marketing, and these subjects are addressed.

MGT 3300 - Marketing Management
This course presents and develops the primary marketing variables that are used in designing an overall marketing program. A systems approach is taken with the variables managed to optimize overall results. Restricted to students with 30+ credit hours.

Electives

MGT 3310 - Marketing Research
This course is designed to introduce you to the concepts, methods, and applications of marketing research. Basically, the role of marketing research in the business world is to help marketing managers make sound decisions. Thus, the various concepts and techniques you learn in this class will help you develop and carry out marketing research projects and implement findings in order to improve marketing practices. This course has an applied orientation; therefore, you will be expected to participate in discussions of class materials, cases, and current events.

MGT 3325 - Product Planning

MGT 4303 - Personal Selling and Sales Management
The relationship between companies and their customers has changed profoundly in recent years. Customers no longer look to their suppliers as just sources of products and services; increasingly, they demand that their suppliers add significant value to their business. Management 4303 is intended to provide students with a basic understanding of the tools and techniques that make for successful relationship selling. Among the core topics covered are: understanding buyer behavior; prospecting for potential customers; planning the sales call; communicating the sales message; recruiting, selecting, and motivating salespeople; evaluating salesperson performance. However, rather than covering these topics in a lecture format, as undergraduate courses often do, there will be a special emphasis in this course on "learning by doing," with a major portion of classroom time devoted to role plays and mini cases.

MGT 4304 - Strategic Brand Management
Strategic Brand Management is an advanced elective that addresses important brand decisions faced by an organization. The basic objectives of the course are 1) to increase the understanding of the important issues in planning and evaluating brand strategies; 2) to provide the appropriate theories, models and tools to make better branding decisions, and 3) to provide a forum for students to apply these principles. Particular emphasis is placed on understanding psychological principles at the customer level that will improve managerial decision-making regarding brands.

MGT 4308 - Advertising and Promotions / Integrated Marketing Communications (Previously taught as MGT 4803 Advertising and Promotions. Credit not allowed for both).
This introductory course examines the role of advertising and promotion as an integral component of the marketing mix, and relates it to other components of the marketing task and overall strategic marketing. The dynamic nature of advertising and promotion as a communication tool is introduced.

MGT 4309 - Services Marketing (Previously taught as MGT 4803 Services Marketing. No credit allowed for both).
As we move into the 21st century, the service sector of the U.S. economy is large and growing, accounting for over 80 percent of GDP and over 80 percent of total jobs. But the marketing of services is very different from the marketing of tangible goods. To successfully market services, new strategies, tactics and frameworks are required, ones not usually covered in traditional marketing courses. This course will:

  • Present the key strategies and tactics of successful service marketing
  • Extend the basic marketing frameworks (e.g. the 4 Ps) into the service arena
  • Introduce entirely new topics specifically applicable to service marketing, Learning will be student-centric and highly interactive, with in- and out-of-class projects, both individual and team-based, case studies, Q&A with executive speakers.

MGT 4311 - Digital Marketing (Previously taught as MGT 4803 Digital Marketing. Credit not allowed for both).
Digital Marketing has evolved from radio, print and TV to include the online/Internet channel and has grown significantly in recent years. The pace of new technology development and the ways consumers are interacting with various technologies has also been growing rapidly. Assembling the right mix of tactics to support an organization’s overarching marketing strategy poses great opportunities and challenges for large and small businesses alike. Additionally, the evolution of marketing analytics provides the potential for powerful changes in the way an organization manages its marketing efforts. This course will explore elements including:

•    Digital marketing strategy
•    Social media
•    Search engine optimization
•    Conversion rate optimization
•    Paid search advertising

MGT 4331 - Consumer Behavior
The major purpose of the course is to introduce the students to the major concepts, theories, and techniques that make up the area of consumer behavior. The very basis of the marketing concept is the satisfaction of consumer needs and wants. Consumer behavior studies the “why” of marketing – why consumers prefer certain products and services. The students will also learn about the techniques that marketers use to understand and influence consumers’ desires, and how their actions influence (in both positive and negative ways) our daily lives.


MGT 4335 - International Marketing
The objectives of this course are: (1) to introduce the student to an understanding of the environmental factors affecting international marketing and the similarities and differences versus domestic marketing; (2) to provide the knowledge and skills needed for the administration of the international marketing function, and (3) to introduce and evaluate the impact of recent environmental changes on international business and marketing.

MGT 4803 - Advanced Topics in Marketing

1. To familiarize you with academic research in judgment, decision making, and consumer psychology with special focus on social psychology to help you appreciate some of key psychological processes that potentially influence consumer behavior.
2. To give you a strong foundation for critical thinking in the area of consumer behavior.
3. To relate issues in consumer behavior with managerial decisions and brand strategy.
The focus of this course is on understanding current theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base. Importantly, we will endeavor to transfer the theoretical knowledge to practical implications for brand managers, with the goal of suggesting ways to develop effective tools for strategic brand decisions.

MGT 4803 - Designing for Shared Value

Benefit corporations and social entrepreneurship are an increasing trend in the market, with more organizations seeking to design product or service solutions that can create both economic and societal value, often called “Shared Value”. The creation of shared value solutions is considered an evolution from the traditional corporate social responsibility (CSR) activities of firms, and becoming a new way of doing business. Despite the attention and interest generated by these ideas among corporations, the methods and practices needed to develop solutions that can meet economic and societal needs are only recently emerging. This class integrates design and marketing techniques and uses a “lab” approach to teach students how to understand societal needs, connect them to business needs, and develop branded products that serve business and societal needs at the same time.

Learning Objectives:

After taking this class, students will be able to:

  • Describe the role of sustainability and societal needs in products and services
  • Critically evaluate the integration of sustainability or social causes in the marketing of products or services
  • Apply design and marketing methods to develop shared value product solutions defined as solutions that value for consumers; economic value for the organizations; and environmental or community value for society.

What is the “right” price to charge for that forthcoming version of the iPhone in the market? What price should Apple charge for music download on iTunes Plus? What factors influence firms’ pricing decisions in today’s marketplace? For most firms the “right price” is determined by margin requirements, matching competitive prices, or rules of thumb. However, most firms in today’s market have recognized the shortcomings of such a reliance on thumb rules and have implemented the sophisticated techniques at their disposal to inform pricing, advertising and promotion decisions.

This course aims to expose students to proven concepts, techniques, and frameworks for assessing and formulating pricing strategies. The first three weeks of the course will establish a foundation for effective pricing decisions by discussing key economic, analytical and behavioral concepts associated with costs, customer behavior and competition. The rest of the course will (a) introduce students to advanced pricing techniques that aim to create additional value, including dynamic pricing, segmented pricing, pricing structures, and promotions and (b) highlight practical applications of these approaches within a variety of specific industry contexts.

The course is quite quantitative in nature and takes into consideration the role of consumer behavior, economics and management science in determining pricing policies. This course will be especially useful and applicable to anyone who will be directly or indirectly involved in pricing decisions and will be particularly valuable to those who intend to work in general management, marketing, and consulting.

Course Objectives

By the end of the course you will have learned how to:

  • Determine the appropriate value of a product or service to various consumer segments
  • Estimate demand and price sensitivity for a product in the market
  • Understand the psychological impact of pricing on consumer decisions/actions in the marketplace
  • Determine the appropriate role of costs in pricing
  • Identify and develop opportunities for price customization
  • Integrate pricing into an overall marketing action plan

MGT 4803 - Sales Management  
The goal of this class is to introduce you to sales management in business-to-business settings. Topics include the role of personal selling as part of marketing strategy, sales force organization and deployment, recruiting and selection of salespeople, sales training, motivating and rewarding salespeople and evaluation of performance.

This sales management course is designed to:

  • Expose you to the multi-faceted nature of the sales manager's job
  • Build awareness of current sales management practices and relevant managerial issues
  • Illustrate the interaction of sales management with the other elements of the marketing program and organization, and
  • Develop analysis and problem-solving skills within a sales management framework.

MGT 4803 - Social Media Marketing

Social Media Marketing has become one of the most significant channels of marketing for organizations of all types. Evolving changes in consumer behaviors and social platforms provide a very challenging, yet opportunity rich environment for thoughtful marketers to drive deeper customer engagement, brand advocacy, enhanced customer loyalty, and support for numerous additional business goals.

This course will explore elements including:

  • Social listening
  • Influencer identification and management
  • Social channel selection/rationale
  • Social data analysis

In addition to providing exposure to the functional and strategic components associated with social media marketing, this course will also impart practical knowledge through real-world case examples and a real-world project/campaign.

MGT 4803 - Understanding Markets with Data Science

This course studies social network and social media by using data science to understand how individuals interact with each other, and how firms and organizations may gain insights and design policies that better serve consumers across various markets. In particular, we will explore the nature of networked marketplace, investigate how they are formed and maintained, and study the kinds of economic behaviors that result from different network structures.

Furthermore, to understand how networked individuals influence one another, we will study the conversations by which they communicate. We will focus on the tools used by data scientists to understand consumer sentiment, demand, etc., and make informed recommendations.

After taking this course, students should be able to:

  • Investigate networked data through visualization and network statistics
  • Understand models of network formation
  • Understand how information flows in network
  • Measure network effects
  • Extract useful information from textual communications, including sentiment analysis
  • Develop appropriate managerial recommendations based on all of the above, including product design, recommendation, pricing, and the underlying IT system design

The prerequisites for this course include an introductory probability and statistics course, and basic familarity with linear algebra. This course will also teach the analytical software R.

Marketing Concentration

In today's highly competitive business environment, where buyers have a wide range of product choices, it is increasingly important to closely match company capabilities and market opportunities. An understanding of the complex, interdependent nature of the global marketplace and its inherent technologies is essential in managing a market-driven business. Marketing is the activity of business that is primarily responsible for developing the sales revenue of the firm. As such, marketing is concerned with developing new products and services and improving the existing offering to develop a steady and profitable sales stream. There are many supporting activities that have an impact on sales, including personal selling and promotion and developing good trade relationships for which marketing is responsible. The marketing of technology-based products is growing in importance along with international aspects of marketing, and these subjects are addressed.

The Scheller College of Business offers a Concentration in Marketing to business administration majors. After completing MGT 3300 students must take six advanced marketing courses and earn a grade of "C" or higher in all courses to complete the concentration.

GROUP A: Required Quantitative Elective
Take at least one (1) of the following:

GROUP B: Marketing Elective Courses
Students should select at least five (5) courses from the following:

MGT 4308 - Advertising and Promotions / Integrated Marketing Communications (previously taught as MGT 4803 - Advertising and Promotions. No credit allowed for both)

MGT 4309 - Services Marketing (previously taught as MGT 4803 - Services Marketing. No credit allowed for both)

MGT 4311 - Digital Marketing (previously taught as MGT 4803 - Digital Marketing. No credit allowed for both)

MGT 4803 - Social Media Marketing

MGT 4803 - Sustainable Marketing

MGT 4803 - Understanding Markets with Data Science

MGT 4910 - Special Problems/Independent Research taught by a College of Business marketing faculty member. Only one (1) Special Problems (4910) course (3 hours) may be used toward a concentration

The faculty also strongly recommend taking the following course. It is not required for the the completion of the concentration and can count towards a Free Elective credit in the BSBA degree.

The "Non-Marketing" electives (MGT 3744, MGT 4056, MGT 4058, MGT 4360 and MGT 4803 - Business Forecasting) have been removed from the Marketing Concentration. Students who had completed these courses prior to the Summer 2016 term may still count up to two of these courses towards their Marketing Concentration.

Marketing Certificate (All Majors)

In today's highly competitive business environment, where buyers have a wide range of product choices, it is increasingly important to closely match company capabilities and market opportunities. An understanding of the complex, interdependent nature of the global marketplace and its inherant technologies is essential in managing a market-driven business. Marketing is the activity of business that is primarily responsible for developing the sales revenue of the firm. As such, marketing is concerned with developing new products and services and improving the existing offering to develop a steady and profitable sales stream. There are many supporting activities that have an impact on sales, including personal selling and promotion and developing good trade relationships for which marketing is responsible. The marketing of technology-based products is growing in importance along with international aspects of marketing, and these subjects are addressed.

The Scheller College of Business offers a Certificate in Marketing to both Business Administration and Non-business administration majors.  To qualify for the Marketing Certificate, students must earn at least a "C" in MGT 3300, and must earn a "B" average in MGT 3310 and the three electives.

GROUP A: Two (2) required courses:
GROUP B: Choose three (3) or more courses:
MGT 3310 - Marketing Research: Design & Analysis

Note: These courses may have prerequisites. Please check OSCAR before you register.

*Any elective course taught by Marketing faculty in the CoM will count toward the Marketing Certificate. Up to 6 credit hours of special topics (MGT 4803) courses can count toward any one certificate.

**MGT 4308 Previously taught as MGT 4803 Advertising and Promotions. No credit allowed for both MGT 4308 and MGT 4803 (Advertising and Promotions). MGT 4309 Previously taught as MGT 4803 Services Marketing. No credit allowed for both MGT 4309 and MGT 4803 (Services Marketing). MGT 4332 Database & CRM Strategy previously taught as MGT 4803 Databases & CRM. No credit allowed for both MGT 4332 and MGT 4803 (Database & CRM). MGT 4311 previously taught as MGT 4803 Digital Marketing. No credit allowed for both.