CSU, 2003-2004 Academic Catalog, Course Descriptions, Marketing

MKTG - Marketing
MKTG 3115. Principles of Marketing (3-0-3) Prerequisite: Completion of the Lower Division Business Core (Areas A & F). 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 3116. Direct Marketing and E-Commerce (3-0-3) Prerequisite: MKTG 3115. Covers principles of direct marketing including the planning and implementation of direct marketing campaigns. Course will cover direct mail marketing, telemarketing, and the new field of electronic commerce. MKTG 3117. Sport and Event Marketing (3-0-3) Prerequisite: MKTG 3115. Provides a practical look at the unique characteristics of the sports industry and their impact on the strategic approach to the marketing of sports and other events, to include pricing, determining the right event/sponsor, branding and maintaining relationships among parties involved. MKTG 3125. Services and Retail Management (3-0-3) Prerequisite: MKTG 3115. Focuses on the strategic approach to services and retail management. Topics covered include the basic concepts and analytical tools required to manage goods and service-oriented retail businesses (e.g., professional services). MKTG 3135. Consumer Behavior (3-0-3) Prerequisite: MKTG 3115. Consumer Behavior is an analysis of internal and external influences on consumer buying behavior. Internal influences include perception, motivation, personality, and attitudes, while external influences include culture, families, social class, and situation. The consumer decision making process is evaluated with reference to these influences. 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 4899. Independent Study in Marketing (3 hours) Prerequisites: MKTG Major and Senior Standing. Independent study in a selected area of marketing. Study will be directed by a faculty member representing the chosen area of specialization. Candidates must present a minimum 1500-word plan through the instructor to the office of the Dean for approval.