2003-2004 - The University of Scranton

MKT 370 3 cr.
Interactive Marketing
(Prerequisite: MKT 351, junior standing) This
course focuses on the integration of state-of-theart
interactive technologies in the design and
implementation of marketing programs. The
functions of market identification benefit
immensely from the capabilities of the rapidly
developing information technology (IT) infrastructure.
(MKT 370 and EC 370 are offered
jointly.)
MKT 460 3 cr.
Customer Support Systems
(Prerequisites: EMT 351, MKT 351) An interdisciplinary
approach to enterprise management
that focuses on the customer is emphasized. The
objective of the course is to orient enterprisewide
decision making to successful customerrelationship
management on an ongoing basis.
(MKE 460 and EMT 460 are offered jointly.)
MKT 470 3 cr.
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 and
media and measurement of promotion effectiveness
including evaluation of sales force.
MKT 471 3 cr.
Sales Force Management
(Prerequisites: MGT 352, MKT 351) This course
develops the concepts and techniques needed to
identify and analyze the various decision areas
faced by a sales-force manager. Topics include
recruiting, selecting and training the sales force;
forecasting, budgeting and sales quotas; assigning,
motivating and compensating the sales force.
MKT 472 3 cr.
Retailing Management
(Prerequisites: MGT 352, FIN 351, OIM 351)
This course focuses on the decision areas facing
retail managers, including retailing, structure,
merchandising, locations, store layout, promotion,
pricing and personnel.
MKT/IB 475 3 cr.
(D) International Marketing
(Prerequisites: MKT 351, ECO 351) Analysis of
marketing strategies of multinational corporations
with emphasis on the internal environment
of country markets. Discussions include compar-
Kania School/Operations and Information Management 229
isons of different regional markets along socioeconomic,
political and cultural lines; different
types of international market barricades and corresponding
market-entry strategies.
MKT 476 3 cr.
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 management, etc.
MKT 495 3 cr.
European Business Experience
(Prerequisites: MGT 351, MKT 351, ECO/IB
351) Students will have an opportunity to participate
in lecture-discussion sessions with top-level
executives from various multinational corporations,
local business firms, and government agencies
in a number of different countries in Europe.
Participants will gain a basic understanding of
the issues prominent in international business
today. Course involves travel to Europe. (MGT
495, MKT 495, and IB 495 are offered jointly.)
OPERATIONS AND
INFORMATION
MANAGEMENT
Faculty
Prasadarao Kakumanu, Ph.D., Chair
Ying I. Chien, Ph.D.
S. Kingsley Gnanendran, Ph.D.
Deborah J. Gougeon, Ph.D.
Satyanarayana V. Prattipati, Ph.D.
Rose Sebastianelli, Ph.D.
Nabil A. Tamimi, Ph.D.
Overview
Operations and Information Management
is primarily concerned with the effective management
of production and operations systems
in manufacturing and service organizations.
Career opportunities include:
Manufacturing
V.P. Manufacturing
Production Manager
Materials Manager
Inventory Analyst
Warehouse Manager
Plant Manager