Marketing (MKTG)
Opus College of Business
Department of Marketing
Sackett (chair), Abendroth, Alexander, Al-Khatib, Bharadwaj, Chernetsky, Giovanelli, Ketron, Lanier, Malshe, Porter, Rexeisen, Sailors, Vuolo
Career options in marketing include marketing research and planning, advertising and public relations, business logistics and physical distribution, retailing, product management and new product development, and sales management.
Students completing the concentration in marketing will be able to critically evaluate the global marketing environment, identify opportunities and problems and be able to understand and apply appropriate concepts and terminology.
Marketing Management
Business Core Courses:
-
BUSN 100: Business for the Common Good (2 credits)
- ENTR 100: Introduction to Entrepreneurship & Innovation (2 credits)
- ACCT 100: Principles of Accounting I (4 credits)
- BUSN 200: Business Learning Through Service (0 credit)
- ACCT 200: Principles of Accounting II (2 credits)
- OPMT 200: Operations & Supply Chain Management (2 credits)
- FINC 310: Core Financial Management (2 credits)
- MKTG 200: Introduction to Marketing (2 credits)
- MGMT 200: Working Skillfully in Organizations (2 credits)
- BLAW 300: Law for Business Leaders I (2 credits)
- BETH 300: Ethical Principles in Business (2 credits)
Note: The required core business courses (BUSN 100, ENTR 100, ACCT 100, ACCT 200, BUSN 200, FINC 310, OPMT 200, MKTG 200, MGMT 200, BETH 300, BLAW 300) must be completed by the end of the sophomore year. Transfer students who have not had an equivalent course must complete these courses by the end of their first semester, junior year.
Elective Courses in Business Core:
-
Eight credits from undergraduate courses with designations ACCT / BETH / BLAW / BUAN / BUID / ENTR / FINC / IBUS / MGMT / MKTG / OPMT / REAL. These credits may not fulfill any required concentration credits unless you have more than one business concentration. These credits may be taken in courses within the department of the student’s business concentration. Transfer credits with these designations must be at the 300 level or above.
Concentration Courses:
- MKTG 201: Application in Marketing (2 credits)
- MKTG 340 Marketing Research (4 credits)
- MKTG 370 Consumer Behavior (4 credits)
- MKTG 430 Marketing Management (4 credits)
- BUSN 202 MS Excel Business Applications (0 credits)
or CISC 200 Intro to Computer Technology & Business Applications (4 credits)
Plus twelve credits from the following:
- MKTG 245 Storytelling w/ Business Data (2 credits)
- MKTG 255 Multicultural and Inclusive Marketing (2 credits)
- MKTG 310 Professional Selling (4 credits)
- MKTG 315 Event Management (4 credits)
- MKTG 320 Integrated Marketing Communications (4 credits)
- MKTG 330 International Marketing (4 credits)
- MKTG 345 Marketing Analytics (4 credits)
- MKTG 350 Marketing Channels and Distribution (4 credits)
- MKTG 360 Omnichannel Retailing (4 credits)
- MKTG 375 Product Innovation and Marketing (4 credits)
- MKTG 380 Digital Marketing (4 credits)
- MKTG 385 Sport Marketing (4 credits)
- MKTG 390 Marketing Strategy (4 credits)
- MKTG 490 Topics (4 credits)
- MKTG 488 Topics (2 credits)
Allied Requirements:
- ECON 251 Principles of Macroeconomics (4 credits)
- ECON 252 Principles of Microeconomics (4 credits)
- STAT 220 Statistics I (4 credits)
- BUSN 202 Microsoft Excell Business Applications (0 credits)
or CISC 200 Introductory Computer Technology and Business Applications (4 credits)
Note: STAT 220 should be completed by the end of the sophomore year. Transfer students who have not had an equivalent course must complete this course by the end of their first semester, junior year.
Plus four credits from the following:
- MATH 101 Finite Mathematics (4 credits)
- MATH 109 Calculus with Review II (4 credits)
- MATH 111 Calculus for Business and Social Science (4 credits)
- MATH 113 Calculus I (4 credits)
Note: The math requirement must be completed by the end of the sophomore year.
Plus four credits from the following:
- COMM 100 Public Speaking (4 credits)
- COMM 105 Communication in the Workplace (4 credits)
- COMM 328 Communication to Race and Gender (4 credits)
- COMM 370 Intercultural Communication (4 credits)
Marketing Undergraduate Courses
| Course Number | Title | Credits | |
|---|---|---|---|
| MKTG 200 | Intro to Marketing | 2 | |
| Description of course Intro to Marketing : | Introduction to Marketing is designed to help undergraduate students gain a broad, foundational understanding of the basic components of modern marketing. The course will overview the formulation of a marketing strategy (segmentation, targeting, and positioning) and its implementation through the marketing mix (product, price, place, and promotion), tied to a thorough analysis of the marketplace (company, competitors, customers, etc.). Ethical issues in marketing will be discussed throughout coverage of these topics. After completing the course, students are expected to have gained a general understanding of the complexity of marketing and the role it plays in fulfilling business objectives. Students will leave with a foundation for building additional knowledge and skills related to marketing practice and its interplay with other business functions. Prerequisite: BUSN 100 (may be taken concurrently), and Sophomore Standing Note: Students who receive credit for MKTG 200 may not receive credit for MKTG 300. | ||
| MKTG 201 | Application in Marketing | 2 | |
| Description of course Application in Marketing : | Application in Marketing is a 2-credit course designed to build on the foundations provided in Marketing 200 (Introduction to Marketing) by adding branding, consumer behavior, marketing research, and international marketing as concepts that cut across the basic components of marketing analysis, strategy, and implementation. This course emphasizes an application-oriented approach through case-studies, connections with the local marketplace, and problem solving via active-learning classroom activities. Prerequisite: MKTG 200. Note: Students who receive credit for MKTG 201 may not receive credit for MKTG 300. | ||
| MKTG 243 | Individual Study | 2 OR 4 | |
| Description of course Individual Study : | No description is available. | ||
| MKTG 245 | Storytelling w/ Business Data | 2 | |
| Description of course Storytelling w/ Business Data : | The course introduces students to principles that effectively link business data reporting to influencing business outcomes. Business culture demands concise and meaningful communications that can both inform and influence various decision makers and stakeholders. This course teaches students how to effectively communicate insights drawn from business data through the principles of data visualization and narrative design. In this course, students will learn how to identify critical organizational needs, create compelling business narratives using the three key elements of storytelling, and convert data analytic insights into business actions. Prerequisites: MKTG 200 or 300; CISC 200 or BUSN 202; STAT 220 | ||
| MKTG 255 | Multicultural & Inclusive Mktg | 2 | |
| Description of course Multicultural & Inclusive Mktg : | The purpose of this course will be to help students appreciate the presence and understand the nuisances and similarities of various subcultures within the United States. From targeting and segmenting customers to developing partnerships, the class will discuss how these may impact American marketing practices and trends. Realizing that a subculture is any group that shares a set of attitudes, values and goals, this course will consider not only ethnic subcultures but religious, sexual orientation & gender identity, ability, and generational subcultures. Students will be exposed to concepts such as cultural capital, intercultural penetration, intersectionality, historical context and other concepts of culture and identity as they learn how individuals and organizations can effectively and responsibly engage with multiple diverse stakeholders. Prerequisites: MKTG 200 | ||
| MKTG 269 | Research | 2 OR 4 | |
| Description of course Research : | No description is available. | ||
| MKTG 295 | Topics | 2 | |
| Description of course Topics : | The subject matter of these courses will vary from year to year, but will not duplicate existing courses. Descriptions of these courses are available in the Searchable Class Schedule on Murphy Online, View Searchable Class Schedule | ||
| MKTG 296 | Topics | 2 | |
| Description of course Topics : | The subject matter of these courses will vary from year to year, but will not duplicate existing courses. Descriptions of these courses are available in the Searchable Class Schedule on Murphy Online, View Searchable Class Schedule | ||
| MKTG 300 | Principles of Marketing | 4 | |
| Description of course Principles of Marketing : | This course uses a managerial point of view. It focuses on understanding the needs and desires of customers in order to develop effective strategies for business. Students are taught to consider organizational, social, competitive, techno- logical, economic, behavioral, and legal forces in crafting effective marketing programs. Prerequisite: Junior standing Note: Students who receive credit for MKTG 300 may not receive credit for MKTG 200. | ||
| MKTG 310 | Professional Selling | 4 | |
| Description of course Professional Selling : | In this course students learn how individuals interact with each other in a competitive environment. The course covers one-on-one selling techniques, persuasive communication, oral and verbal presentation skills useful for one-to-one presentations and when groups present to groups. The student will learn skills useful in both the industrial and consumer areas. Prerequisite: MKTG 200 or MKTG 300 | ||
| MKTG 315 | Event Management | 4 | |
| Description of course Event Management : | The purpose of this course is to introduce students to the tools and processes required to successfully conceptualize, research, design, produce and market a live event. Topics will include the feasibility and sustainability of the event process, industry trends, strategic planning, creating engaging event spaces, marketing, human resource management and budgeting for events. Prerequisites: Sophomore standing; MKTG 200 or permission from instructor | ||
| MKTG 320 | Integrated MKTG Communications | 4 | |
| Description of course Integrated MKTG Communications : | This course is designed to develop an appreciation for the promotion mix (personal selling, advertising, public relations, sales promotion) by exploring how and why these elements are used by organizations to reach their goals and objectives. Concept fundamentals are explored and then integrated into case analysis. Prerequisite: MKTG 200 or MKTG 300 | ||
| MKTG 330 | International Marketing | 4 | |
| Description of course International Marketing : | In this course students consider basic concepts, principles and theories of international marketing, as well as the essential and complex problems encountered in the international marketplace. The emphasis is on problem solving and decision-making within the international marketing environment. Prerequisite: MKTG 200 or MKTG 300 | ||
| MKTG 340 | Marketing Research | 4 | |
| Description of course Marketing Research : | In this course, students learn to develop surveys, observation, experiments, and other tools for learning about customer characteristics and requirements. They learn about analytical techniques, data sources, research planning and costs. Prerequisites: MKTG 201 or MKTG 300; MATH 101 or 109 or 111 or 113; STAT 220 | ||
| MKTG 345 | Marketing Analytics | 4 | |
| Description of course Marketing Analytics : | Marketing analytics is designed to teach students the skills needed for assembling, analyzing and converting data into meaningful information that is pertinent to the marketing decision making process. The focus of this course will be on how marketing analytics provides relevant insights for decisions related to marketing strategy, the marketing mix, and marketing management. Students will learn how to turn customer data into information that is usable within a firm's decision-making process to better meet customer needs. Ethical considerations of marketing analytics will also be explored. Prerequisites: MKTG 200 or MKTG 300, CISC 200, STAT 220 | ||
| MKTG 350 | Mktg Channels/Distr Sys | 4 | |
| Description of course Mktg Channels/Distr Sys : | Students examine relevant theories, concepts, and practices related to the flow of goods and services in and between organizations from the point of view of the total distribution system. The goal of the course is to help business students think about and learn to create and integrate marketing and logistics strategy. Prerequisite: MKTG 200 or MKTG 300 | ||
| MKTG 360 | Omnichannel Retailing | 4 | |
| Description of course Omnichannel Retailing : | Omnichannel retailing integrates the different methods of shopping available to consumers (storefront, eCommerce, etc.). This course is designed to provide an understanding of these methods and the benefits and challenges associated with each. A primary focus of the course is on omnichannel/multichannel strategies and today's consumer shopping experience. Students will develop an understanding of retailing by learning how to integrate branding, pricing, use of technological advances, traditional & digital promotion, distribution, and fulfillment strategies. Additional topics include shopping behavior, retailing trends, non-store retailing, service delivery, and international retailing. Prerequisite: MKTG 200 or MKTG 300 | ||
| MKTG 370 | Consumer Behavior | 4 | |
| Description of course Consumer Behavior : | In this course, students examine how consumers and organizations go about making purchase decisions. Major theoretical contributions and empirical research findings from marketing and the behavioral sciences are reviewed and attention is given to applying this information to practical business and marketing situations. Prerequisite MKTG 201 or MKTG 300 | ||
| MKTG 375 | Product Innovation and Mktg | 4 | |
| Description of course Product Innovation and Mktg : | This course takes a strategic perspective on managing the product element of the firm’s marketing mix - the most integral element. Students will delve into segmenting markets based on needs and assessing innovation strategy, viability, new product design, product differentiation, product portfolio and lifecycle management, line and brand extension strategy amongst other product and service tactics. Prerequisites: MKTG 200 or MKTG 300 | ||
| MKTG 380 | Digital Marketing | 4 | |
| Description of course Digital Marketing : | Digital Marketing has become an essential way for companies to compete in today’s dynamic marketplace. This course covers how businesses can leverage Digital Marketing channels (Websites, Display Advertising, Search Marketing (Organic and Paid), Email Marketing, Social Media and Mobile Marketing) at both a strategic and tactical level to drive customer acquisition and retention. Prerequisites: MKTG 200 or MKTG 300 or STCM 234 | ||
| MKTG 385 | Sport Marketing | 4 | |
| Description of course Sport Marketing : | The purpose of this course is to provide an overview of sport marketing by examining its two core components: 1) marketing of sport and 2) marketing through sport. Students will learn about the unique aspects of sport marketing and how marketing sport differs from marketing other (more traditional) products in terms of product, price, promotion, and place (or distribution). Prerequisites: MKTG 200 or MKTG 300 | ||
| MKTG 389 | Research | 2 OR 4 | |
| Description of course Research : | No description is available. | ||
| MKTG 390 | Marketing Strategy | 4 | |
| Description of course Marketing Strategy : | This course provides the framework for developing and implementing strategies that are distinctive and sustainable. Topics include: market, industry and competitive analysis; market segmentation, targeting, positioning and branding; uses of secondary and marketing research information; analysis and development of market entry and strategy alternatives; and integration of marketing strategy with financial, operations and corporate culture on the firm. The course is designed for those who are involved in marketing strategies, doing marketing planning and managing markets. Prerequisites: MKTG 200 or MKTG 300; MATH 101 or MATH 109 or 111 or 113; STAT 220 | ||
| MKTG 393 | Individual Study | 2 OR 4 | |
| Description of course Individual Study : | No description is available. | ||
| MKTG 430 | Marketing Management | 4 | |
| Description of course Marketing Management : | Small Business Institute clients present student teams with business problems that require solutions. Student teams diagnose the client’s problem and craft and present a solution to the client. Time is divided between reviewing and integrating the students’ marketing background, facilitating the student contact with the client, and providing consulting to the client. Prerequisites: MKTG 340; MKTG 370 (May be taken concurrently); one additional Marketing elective; BETH 300 or 301; BUSN 202 or CISC 200; and Senior standing | ||
| MKTG 476 | Experiential Learning | 1 TO 4 | |
| Description of course Experiential Learning : | No description is available. | ||
| MKTG 488 | Topics | 2 | |
| Description of course Topics : | The subject matter of these courses will vary from year to year, but will not duplicate existing courses. Descriptions of these courses are available in the Searchable Class Schedule on Murphy Online, View Searchable Class Schedule | ||
| MKTG 490 | Topics | 4 | |
| Description of course Topics : | The subject matter of these courses will vary from year to year, but will not duplicate existing courses. Descriptions of these courses are available in the Searchable Class Schedule on Murphy Online, View Searchable Class Schedule | ||
| MKTG 495 | Individual Study | 2 OR 4 | |
| Description of course Individual Study : | No description is available. | ||