Atlanta Campus Catalog 2011-2012 - Mercer University

A research-oriented course focusing on an important topic in management not otherwisecovered in the school’s offerings. The course features student research, independentstudy, and discussions.MGT 494. Honors Thesis(1 hour)Prerequisite: admission to the honors program.Individual research leading to the completion of an honors thesis. Students admitted intothe honors program register for one credit hour in each of three successive semesters(including summer). Only grades of satisfactory or unsatisfactory will be assigned.MGT 498. Strategic Management and Business Policy (3 hours)Prerequisites: ACC 204; ACC 205; BUS 346; ECN 150; ECN 151; FIN 362; MGT 363;MKT 361; and senior standing.The problems of business organizations from the point of view of the chief executive officer.Written analysis of in-depth cases that require the student to view decisions in termsof their impact on the total organization. Oral discussion and conceptual skills are alsostressed.MARKETING (MKT)MKT 361. Principles of Marketing(3 hours)Prerequisite: sophomore standing.Role of the marketing function in planning and implementing objectives of the firm.Consumer markets, industrial markets, channels of distribution, product and pricing policies,sales forecasting, promotion and control.MKT 415. Marketing Research(3 hours)Prerequisites: MKT 361; MAT 226 or MATH 220.A study of the methods and procedures designed to provide management with informationon which decisions are made; the gathering and analysis of data in business andpublic organizations are primary emphasis; topics include the use of secondary data andappropriate sampling and research methodologies for collecting primary data.MKT 417. Advertising(3 hours)Prerequisite: MKT 361 or permission of instructor.The course surveys the nature, procedure, practices and results of advertising from amarketing perspective. It focuses on the formulation of advertising strategy and includesa discussion of the adjustments required for global advertising, the use of research todevelop and evaluate advertising, creative strategy, and media planning and selection.Economic, social, and ethical aspects of advertising are also discussed.MKT 420. Professional Selling(3 hours)Prerequisite: MKT 361.This course helps students develop an understanding of the personal selling process andits role within the marketing and promotional mix of the firm. Basic sales concepts thatare used by organizations to develop long term partnerships with customers are examined.Personal selling skills are enhanced through discussions, role playing and salespresentations.MKT 435. Marketing Promotion and Communication(3 hours)Prerequisite: MKT 361.Integration course for students interested in promotion and marketing communication.Designed to familiarize students with the tools necessary for the development, implemen-96 / MERCER UNIVERSITY