Dr. Rob Morgan, Department Head
Office: 104 Alston Hall
In addition to completing the specific prerequisites included in the descriptions of the following courses, all students seeking to enroll in 300- or 400-level courses in the Culverhouse College of Commerce and Business Administration must have attained junior standing (61 semester hours).
All C&BA students must, prior to seeking to enroll in any 300- or 400-level C&BA course, complete or be enrolled in the following prerequisites: EC 110 and EC 111; MATH 112 and MATH 121, or MATH 115 and MATH 125; CS 102; AC 210; ST 260; and LGS 200 (or their equivalents); and at least 4 hours in natural science, 3 hours of fine arts, literature, or humanities, and 3 hours of history or social and behavioral sciences. Failure to fulfill all prerequisites prior to enrolling in a 300- or 400-level C&BA course will result in administrative disenrollment from that course.
A survey course that describes the nature of domestic and global marketing management. Emphasis is placed on market analysis to include consumer, industrial, institutional, and governmental markets for goods and services. Also emphasized are the marketing management functions of planning, pricing, promoting, and distributing goods and services in business and nonprofit contexts.
A survey of interactive, electronic media and technology that enable organizations to 1) acquire products, services, and materials from suppliers, 2) market goods and services to customers, 3) allow members of the organization to communicate with each other, and 4) monitor the external environment. Students develop e-commerce-related skills to design and execute a firm’s marketing efforts, including Web project management, electronic market development and management, Web-enabled selling, and other emerging areas of marketing.
MKT 313 Buyer Behavior. 3 hours.
Analysis of the basic processes underlying buyer behavior. Various factors are examined, including external influences (e.g., culture, reference groups, family) and internal influences (e.g., perceptions, attitudes, personality). Primary emphasis is on final consumers with a secondary emphasis on the external and internal influences affecting organizational buyers.
Analysis of existing generalizations and principles related to the economic and social role of retailing; competitive strategies; efficiency in retailing; and essential concepts for retail management.
MKT 337 Personal Selling. 3 hours.
Introduction to successful selling practices and principles through presentation, discussion, role playing, and workshops. Includes principles of prospecting, establishing rapport, generating curiosity, being persuasive, creating desire, handling objections, and closing.
This course builds on the basic sales process taught in Personal Selling (MKT337) by focusing on Account Management and Team Management. Through class discussion and an Account Plan project, students gain an understanding of customer partnerships, business management, and sales team development. The concept that sales managers must both implement and facilitate corporate marketing plans is pervasive through the course.
Introduces students to the types of information systems used in marketing as well as develop the basic analytical skills necessary to use the output from such systems. The course has a decision-making focus and will survey the tools available for marketing decision making.
MKT 410 Product Development. 3 hours.
Systematic examination of product policy and of the major concepts, methods, and strategies involved in decision making in the course of developing new products. Techniques and criteria used to identify and implement new products and services are examined in depth. Consideration is given to issues and strategies involved in the management of mature products.
Supply chain management encompasses the design and administration of the systems of suppliers and distributors that collectively provide for the exchange of title, physical movement, and storage activities in marketing. The scale and complexity of supply chain relationships are escalating as firms strive to enhance interorganizational effectiveness and efficiency. This course examines the role of manufacturers and intermediaries in channel strategies and the scope, methods, problems, and opportunities of systemic supply chain coordination.
Logistics is a system-based concept requiring the effective coordination of the flow of materials and goods from the point of origin to the end user. This course explores the key marketing tasks necessary to achieve an efficient logistics network: transportation, warehousing and materials handling, inventory management, forecasting, information and order processing, and simulation/modeling.
Students examine structure of industrial markets; marketing and purchasing strategies; information sources for industrial marketing decisions; competitive strategies and tools for different types of industries; and industrial growth opportunities. Includes analysis of a particular industry and its markets and building of a marketing plan for competing within that industry.
This course is focused on enabling students to apply the sales process taught in Personal Selling (MKT337). Students get the opportunity to practice sales skills by marketing University of Alabama Sales Program events to designated corporate partners through a group project. The group project drives class discussion by giving students real examples of the sales process.
MKT 444 Promotional Management. 3 hours.
Intensive investigation of underlying ideas, principles, and concepts that may be used to inform consumers of the availability and attributes of products and services. The course includes a comprehensive overview of promotional and sales management activities and tactics.
Analytical tools and techniques used to manage marketing activities are examined, with emphasis on the factors underlying differences in marketing efficiency and effectiveness. The following activities and measurements are examined: natural versus functional accounts; contribution and segmental analysis; planning, budgeting, and controlling marketing operations; monitoring product/customer market performance; developing standard costs and modular databases; direct product profitability (DPP); and financial measurement techniques such as ROI, RONW, net present value, forward buys, and inventory carrying costs.
An examination of various economic, political, and cultural factors that affect marketing of products and services worldwide. Study of how managers can profitably compete in the global marketplace.
Course includes a thorough examination of export-import management processes and highlights the importance of management in international business strategy.
Designed to prepare the student to be an informed, effective user of marketing research. Provides an overview of research techniques available for collecting information to answer specific research questions. Therefore, the orientation of the course is managerial.
Analysis of marketing problems as they relate to the managerial functions of planning, organizing, and controlling marketing.
MKT 488 Field Project in Marketing. 3 hours.
Working with a client firm, students apply—in a practical setting—the skills and knowledge they have acquired and build new skills in project management.
MKT 491 Independent Study. 1-3 hours.
Students may earn degree credit for only one independent study course (491).
MKT 492 Internship. 1-3 hours.
Prerequisites: Junior or senior standing and a grade point average of 2.50 or higher. Students may earn degree credit for only one internship (492).
Students are selected through a competitive process for assignments in approved business or public sector organizations. The internship is administered through the C&BA Office of Student Services.
MKT 493 Special Topics in Marketing. 3 hours.
Courses that offer the faculty a chance to present topics of interest to themselves and to marketing students.