Catalog 73 - National University

Course Descriptionsadvertising media to meet specific marketing problemsand opportunities. It encompasses an overviewof radio, television, print media, outdoor advertising,and media budgets.MKT 302A: Marketing FundamentalsThis course is the introduction to contemporary marketingtheory and its application in the marketingimplementation process. It places special focus onidentifying market opportunity, product development,promotion planning, pricing decisions, andchannels of distribution.MKT 420: Principles of Consumer Behavior(Prerequisite: MKT 302A)A study of the dynamics of human behavior andhow it relates to the purchase decision, the courseprovides an in-depth view of the many factors thatinfluence the consumer’s decision-making processincluding personality, social groups, culture, valuesstructure, perception, and learning. Course materialis related to market strategy development throughlecture, case, and field study.MKT 430: Introduction to Global Marketing(Prerequisite: MKT 302A)An introduction to the fundamentals of trade,finance, and investment in the international context,the course discusses the international monetaryframework and foreign exchange in detail. It reviewstheory and history of international trade, includingexporting and importing, regional economic integration,and international marketing.MKT 434: Introduction to Market Research(Prerequisite: MKT 302A)A course that gives the student an overview andpractical application of contemporary methods forgathering, analyzing, and preparing market researchfor use in marketing decision making. It focuses ondefining organizational information needs anddesigning appropriate research methods to obtain it.Specific topic areas include qualitative and quantitativeresearch methods, secondary research, internalmarket intelligence systems, and data analysis.MKT 440A: Sales Techniques and Methodology(Prerequisite: MKT 302A)A survey of the essential principles of salesmanshipand selling techniques, the course includes theapproach to non-manipulative selling and benefitidentification. Also covered is how to identify theright market segment, prospect, and plan for personalselling. It introduces direct selling and providesexercises that enhance the direct selling process.MKT 441: Channel and Value Networks(Prerequisite: MKT 302A)A study of all phases of management skills in thefield of physical distribution with emphasis on customerservice and international distribution strategies,the course covers distribution strategies forproducts and services. It pays specific attention todirect distribution (from manufacturing to retail),indirect distribution (agents, independent representatives,and VARs), and direct marketing (fulfillmentcenters).MKT 442A: Introduction to Public Relations(Prerequisite: MKT 302A)An exploration of the various methods for dealingwith three of the most critical audiences for businessinformation: investors, government agencies and thepublic.MKT 443: Introduction to Advertising(Prerequisite: MKT 302A)A survey of effective advertising techniques in multiplemedia (virtual, visual, radio, television) andadvertising campaign allocation methods.MKT 445: e-Marketing(Prerequisite: MKT 302A)An introduction to the mass, niche, and direct methodsof marketing using a virtual platform includingdatabase, Internet, and interactive marketing techniques.MKT 446: Introduction to Services Marketing(Prerequisite: MKT 302A)This course examines services marketing as distinctand separate from product marketing. Discussionsfocus on the theory and practice of designing anddeveloping service marketing strategies for segmentedpopulations. Emphasis is placed on positioningvarious types of services through added value andimmediate response using technology to communicateeffectively in a global market.MKT 447: Marketing for Entrepreneurs(Prerequisite: MKT 302A)A discussion of the strategies and ideas for buildinga business in the global economy for the entrepreneurialbusiness owner taking a hands on approachto managing a company. This course focuses oninnovation and creativity, global thinking, servicesupport, and the importance of the internet in developingmarketing strategy in both large and smallcompanies.MKT 448: Not-For-Profit Marketing(Prerequisite: MKT 302A)A study of the marketing dynamics of Not-For-Profitorganizations in which multiple groups, often withconflicting goals and needs, must be simultaneouslysatisfied for organizational success. A particularemphasis is placed on the identification and attractionof funding sources in the community.MKT 480: Marketing Capstone(Prerequisite: MKT 302A and completion of 31.5 quarterunits of upper-division core requirements)A synthesis of the marketing knowledge gained inthe undergraduate program as expressed through aprofessional research- or internship experiencebasedwriting project overseen by a faculty member.MKT 602: Marketing ManagementAn in-depth examination of marketing environmentsand the impact marketing activities have onorganizational operations in competitive, global,multicultural business settings, the course discussesboth domestic and international frameworks of thefundamental marketing functions of product, pricing,distribution, and promotion. It explores andanalyzes modern marketing problems and solutionsfrom conceptual, legal, and ethical perspectives. Itexplains marketing information systems and the useof advanced technologies in marketing decisionmaking.MKT 620: Consumer Behavior(Prerequisite: MKT 602)An in-depth study of how psychological, sociological,and cultural variables influence buying behaviorand marketing strategy development. It focuses onidentifying the relevant behavioral variables in agiven product purchase situation and determininghow marketing strategy can be adapted to meet theways in which consumers perceive, select, and buy.It uses advanced cases and a field study project.MKT 631: Global Marketing(Prerequisite: MKT 602)A study of strategic planning and organizing forinternational marketing, researching global markets,marketing consumer products, industrial products,and services in the world market, the courseexplores the international advertising and promotioneffort, personal selling and personnel management,pricing, distribution systems, export trademechanics and logistics, financial requirements forinternational marketing, and coordinating and controllingglobal operations. It also discusses the effectof trade agreements on international business.MKT 633: Sales Management(Prerequisite: MKT 602)This course is a survey of all facets of sales management,including estimating sales potential and forecastingsales, manning territories, selecting, training,motivating, supervising and compensating the salesforce, and interfacing with other company functions.Also covered are typical sales management problemsand potential solutions.MKT 634: Market Research(Prerequisite: MKT 602)An examination of principles and techniques of marketresearch with emphasis on quantitative applications,this course focuses on defining organizationalinformation needs and designing appropriateresearch methods to obtain information. It coversqualitative and quantitative research methodologies,secondary research, internal market intelligence systems,and data analysis.MKT 635: Advertising Management andMarketing(Prerequisite: MKT 602)An analysis of marketing communications frombusiness, social, economic, and political perspectives,this course provides an in-depth discussion ofadvertising and promotion as key tools in marketingnew and established products. It examines advertisingplanning and management, research, creativedevelopment, media selection, direct response, andadvertising agencies. Emphasis is on new mediatechnologies and the growing use of alternativemedia in communicating with selected publics.MKT 660: Strategic Operational Marketing(Prerequisites: MKT 602, MKT 620, MKT 631,MKT634)Students clarify research topics and identify datasources in preparation for the development, implementationand evaluation of a Marketing Plan for aproduct or service. Students will gather data andpresent their research in both written and oral formto faculty and classmates.MKT 670: Selected Topics in Marketing(Prerequisite: MKT 602)This course that is developed on request fromregional centers to serve specific regional educationaland business needs. Potentially it covers topicssuch as telecommunications, computers, health careservices, marketing communications, retail management,and/or industrial marketing.MNS – Management ScienceMNS 205: Introduction to Quantitative Methodsfor Business(Prerequisite: Placement Evaluation)An examination of advanced algebra techniques inthe business setting, including linear systems, polynomials,exponential and logarithmic functions, aswell as introduction to probability and statistics. Theprimary quantitative course required for MNS 407.(Students who have taken college algebra (MTH215) within the last three years are exempt from thiscourse.MNS 407: Management Science(Prerequisite: MNS 205)A survey of the fundamentals of management science.Emphasizes the concepts and mathematicaltechniques most useful in business and finance.CourseDescriptions403