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MARKETING (MKT)

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.

MKT 300 and EC 110 are prerequisites for all marketing courses numbered above 300.

MKT 300 Marketing. Three hours.

Prerequisite: EC 110.

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.

MKT 310 Introduction to Electronic Commerce. Three hours.

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. Three 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.

MKT 321 Retail Management. Three hours.

Prerequisite: AC 210.

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. Three 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.

MKT 385 Marketing Information Systems. Three hours.

Prerequisite: AC 210.

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. Three 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.

MKT 411 Supply Chain Management. Three hours.

Prerequisite: AC 210.

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.

MKT 422 Logistics Management. Three hours.

Prerequisite: AC 210.

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.

MKT 427 Business-to-Business Marketing. Three hours.

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.

MKT 444 Promotional Management. Three 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.

MKT 446 Measuring Marketing Effectiveness. Three hours.

Prerequisite: AC 210.

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 data bases; direct product profitability (DPP); and financial measurement techniques such as ROI, RONW, net present value, forward buys, and inventory carrying costs.

MKT 455 International Marketing. Three hours.

Prerequisite: AC 210.

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.

MKT 460 Export/Import Management (also IBA 460). Three hours.

Prerequisite: AC 210.

Course includes a thorough examination of export-import management processes and highlights the importance of management in international business strategy.

MKT 473 Marketing Research. Three hours.

Prerequisite: ST 260.

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.

MKT 487 Strategic Marketing. Three hours.

Prerequisites: Senior status, AC 210, MKT 313, and MKT 473.

Analysis of marketing problems as they relate to the managerial functions of planning, organizing, and controlling marketing.

MKT 488 Field Project in Marketing. Three 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. Three hours.

Students may earn degree credit for only one independent study course (491).

MKT 492 Internship. Three 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. Three hours.

Courses that offer the faculty a chance to present topics of interest to themselves and to marketing students.

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