2016–2017 2016–2017

COURSE DESCRIPTIONS
MRKT (Marketing)
MRKT 600 Marketing Management (3)
A study of the theory and practices related to the management
of the marketing function as applied by managers and
administrators in organizations. Analyses of case studies are
used to demonstrate the necessity of incorporating marketing
with other business functions. Emphasis is on the planning and
implementation activities required to attain the organization’s
marketing goals. Topics include the product/service mix, pricing,
marketing communications such as advertising and sales
promotion, and channels of distribution. Control techniques for
the overall marketing mix are also introduced.
MRKT 601 Legal and Ethical Issues in Global
Communications (3)
A survey of the ethical and legal constraints on marketing and
public relations practitioners. Topics include ethical models,
First Amendment issues, libel, privacy, and confidentiality. The
integration of public relations with advertising and marketing
efforts is discussed, with emphasis on the ethical and legal
issues inherent in this integration.
MRKT 602 Consumer Behavior (3)
A study of the cognitive and behavioral bases underlying consumers’
buying preferences and decision processes, intended
for managers and administrators who have to evaluate the efficacy
of the firm’s marketing plan. Emphasis is on the role of the
communications strategy (e.g., advertising, promotion, public
relations) in achieving the overall marketing objectives.
MRKT 603 Brand Management (3)
A presentation of the concepts and techniques for creating and
selecting marketing strategies for an organizational unit that
survives on its ability to provide products and services to other
organizations. Discussion covers trends toward a “marketing
culture” in both public and private institutions and the implications
that this change has for all managers and administrators.
Emphasis is on the role of brand equity in achieving a sustainable
competitive advantage.
MRKT 604 Marketing Intelligence and Research Systems (3)
Prerequisite: MGMT 650. A study of marketing research methods
and techniques useful to managers and administrators with
responsibility for assessing or increasing the demand for their
organization’s products, programs, and services. Methodologies
and issues related to the design and completion of marketing
research projects (including survey, observational, and experimental
methods used in assessing and segmenting markets)
are presented. Discussion covers data analysis that is especially
useful for marketing research (i.e., focus groups, customer
visits, conjoint analysis, and multidimensional scaling).
MRKT 605 International Marketing Management (3)
An overview of the fundamentals of marketing and marketing
management, presented in the context of competitive global
environments and diverse national economies. Topics include
demand analysis, product development, product pricing, marketing
organization, foreign representation and distribution systems,
promotion, advertising, and sales and service. Review also
covers regulatory issues as they relate to international marketing.
MRKT 606 Integrated Direct Marketing (3)
Prerequisite: MGMT 650. A systematic approach to integrated
direct marketing—the process of precision deployment of
multiple media and sales channels to maintain contact with
the customer. Traditional direct marketing techniques such as
database marketing, direct mail, and telemarketing, as well as
digital techniques such as e-mail and websites, are explored.
Topics include lifetime value, performance measurement, cost
per million (CPM), and cost per response.
MRKT 620 Marketing Principles, Regulation, and Ethical Issues (6)
An examination of the pivotal role of marketing in organizations
and the ethical and legal constraints on marketing practitioners.
Topics include competitive strategy, market segmentation,
e-commerce issues, the product/service mix, pricing strategies,
channels of distribution, customer service, and marketing
communications (e.g., advertising, public relations, and sales
promotions). Ethical and legal issues surrounding the practices
of marketing, advertising, and public relations are examined
in depth. The practical aspects of marketing management are
analyzed through discussion of current marketing activities,
emerging trends, problems, and cases. Students who receive
credit for MRKT 620 may not receive credit for MRKT 600, MRKT
601, or PRPA 604.
120
GRADUATE CATALOG | 2016–2017