Columbus State University
1999-2000 Academic Catalog

Course Descriptions

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MKTG - Marketing

MKTG 3115. Principles of Marketing (3-0-3) Prerequisite: Completion of the Lower Division Business Core (Areas A & F and COMM 1110). Performance of activities that seek to accomplish organizational and societal objectives by anticipating customer needs and directing a flow of need-satisfying goods and services from producer to customer.

MKTG 3125. Retail Management (3-0-3) Prerequisite: MKTG 3115. Focuses on the strategic approach to retail management. Topics covered include the basic concepts and analytical tools required to manage retail businesses, such as strategic planning, trading area analysis, human resources management, merchandise management, pricing, promotions, and establishing and maintaining a retail image. The student taking this class should be familiar with the basics of marketing, economics, accounting and human resources management.

MKTG 3135. Consumer Behavior (3-0-3) Prerequisites: MKTG 3115. Human factors and the psychology of consumer decision formation and action. Attitudes and expectations of consumers are emphasized.

MKTG 3136. Advertising and Promotional Strategy (3-0-3) Prerequisite: MKTG 3115. Focuses on the importance of promotional strategy and the measurement of advertising effectiveness. Topics include promotional strategy, media planning and strategy, advertising, sales promotions, public relations, personal selling, and direct marketing.

MKTG 3137. Personal Selling (3-0-3) Prerequisite: MKTG 3115. Concepts, theories and techniques of creating and making an effective sales presentation for retail and industrial, tangible and intangible products. Topics include the selling process, sales presentation techniques, handling objections and closing the sale, territory management, and the management of salespeople.

MKTG 4135. Marketing Research (3-0-3) Prerequisites: MKTG 3115, BUSA 3111, MKTG 3135 and Junior Standing. Marketing research and its application to profit and not-for-profit situations involving marketing strategies. The course focuses on gathering and using marketing information from primary and secondary sources.

MKTG 4185. Marketing Management (3-0-3) Prerequisites: Senior Standing and at least 9 semester hours of MKTG course work not to include MKTG 4698 or MKTG 4899. A marketing capstone course which integrates the concepts taught in the 3000 level marketing courses. The focus of the class is on the marketing functions from the point of view of the marketing manager. Topics include market segmentation and product differentiation, competitive analysis and product positioning, market measures and forecasts, product and brand management, pricing and distribution strategies, promotional strategy, and international marketing.

MKTG 4186. Small Business Management (3-0-3) Prerequisite: Senior Standing. The practical approach to starting and managing a small business. Alternative option of field work/study acting as management consultant to a small business. Utilizes prior business courses, knowledge, and experience. Emphasizes the practical application of business education.

MKTG 4698. Internship (3 hours) Prerequisite: Approval of Department Chair. Placement is restricted and can not include an individual’s current employment assignment. Substantial written proposal and final report are required. Nine hours work per week is required. Credit may be applied only as an elective. (S/U grading.)

MKTG 4899. Independent Study in Marketing (3 hours) Prerequisite: Senior Standing. Independent study in a selected area of marketing. Study will be directed by a faculty member representing chosen area of specialization. Candidates must present a minimum 1500-word plan through the instructor to the office of the Dean for approval.

MKTG 6795. Seminar in Marketing Research (3-0-3) Prerequisite: MBA 5127. Examination of the measuring instruments, research designs, and research techniques appropriate to business problem solving. A formal research project is emphasized. Open to MBA students only.

MKTG 6796. Seminar in Consumer Behavior (3-0-3) Acquaints the student with the process of consumer decision formation. Attitudes and expectations are analyzed with the focus on how they affect consumer behavior in the marketplace. Open to MBA students only.

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Last Updated: 2/1/11