Undergraduate Catalog 2010-2011 - SNHU Academic Archive ...

Course Descriptions
MKT 378 Brand Communication (3 credits)
A strong brand brings a competitive advantage to a company,
and building and maintaining a brand is a critical task
for marketers. Identifying potential for brand salience, performance
and image creation and brand resonance when
creating a brand, and as branding activities change over the
life of a brand in response to changes in the expectations of
consumers and to the competitive conditions in the marketplace,
is at the core of this course. It exposes students to the
process of designing a brand, targeting a brand, and delivering
a brand message through a range of media and marketing
communication programs throughout the life of the
brand. Offered once a year. Prerequisite: MKT 113.
MKT 432 Strategic Marketing Planning (3 credits)
This is the capstone course of the undergraduate marketing
curriculum. It focuses primarily on the decisions required of
marketing executives as they seek to develop, implement and
control integrated marketing programs. Students will be
asked to apply their understanding of marketing strategies in
order to evaluate and implement strategic plans to solve specific
company problems. Topics include a diversity of product,
market and industry environments. Prerequisites:
MKT 113 and MKT 337; the completion of three of the following
courses: MKT 222, MKT 229, MKT 320, MKT 345, MKT
350, MKT 360, MKT 433 or MKT 442; and senior standing.
MKT 433 Multinational Marketing (3 credits)
This course explores the development of international marketing
programs from the determination of objectives and
methods of organization through the execution of research,
promotion, distribution and production activities. Students
examine the international similarities and differences in marketing
functions as related to the cultural, economic, political,
social and physical dimensions of the environment.
Students also consider the changes in marketing systems as
well as the adoption of marketing philosophies and practices
to meet conditions in different countries. This course is
cross-listed with INT 433. Prerequisites: ECO 202 and MKT
113 or permission of the instructor.
MKT 442 Retailing Management (3 credits)
This is an advanced level course beyond the scope of basic
retailing. It is geared to the retailing major and other business
majors with a strong interest in the retail sector. The
course begins with a broad view of retailing management
and focuses down to store level management and operations.
Customer relationship management, human resource
issues, information technology, asset protection, merchandising
policies and retail best practices are covered. Many
different retail operations and management styles are
observed, analyzed, and discussed. The prominence of trade
associations as agents of legislative change and influencers
in management decision making is addressed, and retail
industry benchmarks and economic influences are discussed.
Offered once a year. Prerequisite: MKT 222.
MKT 455 Social Media Marketing Campaigns (3 credits)
This course will develop the students’ ability to effectively
and successfully create and implement a social media marketing
campaign and evaluate as well as measure its success.
Intensive skill building will be placed on creating, applying
and integrating the appropriate social media tools to meet
the marketing objectives of the organization. The course will
focus on key elements such as audience, campaign objectives,
strategic plan, tactics, tools, and metrics to measure
the campaign. Prerequisites: COM 310 and MKT 355.
MKT 480 Independent Study (3 credits)
Independent study allows the student to investigate any
marketing subject not incorporated into the curriculum or
to do in-depth study or research in a specialized area of marketing.
Prerequisites: Permission of the marketing department
chair and the school dean.
MKT 490 Marketing Internships
(3-12 credits)
This closely supervised on-the-job training combines classroom
theory with business experience. Students spend one
semester working in an environment where marketing principles
and practices can be learned firsthand. Open to marketing
majors only with permission of the Career
Development Center and the marketing program coordinator/department
chair.
MKT 491 Retailing Internships (3-12 credits)
This closely supervised on-the-job training combines classroom
theory with business experience. Students spend one
semester working in an environment where retailing principles
and practices can be learned firsthand. Open to retailing
majors only with permission of the Career Development
Center and the marketing program coordinator/department
chair.
Organizational Leadership
OL 110 Introduction to Business (3 credits)
This course introduces basic business functions and how
businesses are owned, managed and controlled. Elements
of a business are integrated to reflect how each interacts
with the others to provide the concept of a systems background.
A broad background in business practices, principles
and economic concepts is discussed and provides the
basis for use in more advanced courses. This course includes
an introduction to international business.
OL 125 Human Relations in Administration (3 credits)
The human relations skills that managers need to develop
interaction skills that contribute directly to effective human
resource management and the development of higher productivity
are studied. Skill areas include leadership, motivation,
communications, group dynamics, organizational
development, management by objectives, and stress and time
management. Students learn techniques for becoming more
effective managers, subordinates, peers and persons. Students
are introduced to the international aspects of human relations.
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