Atlanta Campus Catalog 2011-2012 - Mercer University

BA 680. Business to Business Marketing(3 hours)Prerequisite: BAA 605.This course gives students an overview of industrial marketing and an understanding ofthe unique nature of the elements within industrial-marketing strategic planning. (Atl)BA 681. International Marketing(3 hours)Prerequisite: BAA 605.This course is an examination and analysis of the social, cultural, political/legal and economicenvironments facing international marketers, problems in the marketing organizationalstructure of multinational firms, and control of the international marketing function.The course focuses on alternative marketing strategies for cross-national marketing andthe development of successful international strategies. (Atl)BA 682. Buyer Behavior(3 hours)Prerequisite: BAA 605This course focuses on the study of the behavior of buyers of consumer and industrialgoods and services. Special emphasis is placed on increasing the student's sensitivity to,and understanding of, buyers and their behavior and providing the student with experiencein applying this knowledge to effective marketing management decisions. (Atl)BA 684. Entrepreneurship, Intrapreneurshipand Innovation(3 hours)Prerequisites: BAA 605, BAA 613 and BAA 609 or permission of instructor.See description under Management.BA 686. Marketing Promotion(3 hours)Prerequisite: BAA 605.This course focuses on decision making in the management of the elements of the firm'spromotional mix such as advertising, sales promotion, publicity, and packaging andbranding. Special emphasis is placed on the use of promotional tools as they are used inpromotional strategy formulation. (Atl)BA 689. Strategic Marketing(3 hours)Prerequisite: BAA 605 and two additional 600-level marketing electives.This course analytically examines the decision-maker's process in producing a marketingstrategy consistent with factors underlying various situations. It emphasizes case analysisto help develop strategic marketing skills.Technology ManagementBA 622. Productivity and Quality Management(3 hours)This course provides the student with an understanding of the concepts and fundamentalsof productivity and quality needs, and techniques used in modern business organizations.Emphasis is on proper planning and implementation activities for production at alllevels of product and service development.BA 644. Technology and Innovation Management(3 hours)A consistent challenge to modern businesses is to optimize organizational member performance.One approach is to improve the probability that members will make appropriatedecisions and follow those decisions with effective actions. Such an approachrequires that both information and technology be focused to support member decisionprocesses. This course integrates basic management principles with techniques in informationsystems and technology. It emphasizes the application of combined information,hardware, and software solutions to business processes.164 / MERCER UNIVERSITY