Prerequisite: MGNT 5060
The purpose of marketing research is to generate information to improve
decision making. This course focuses on determining when research should
be conducted and designing the appropriate means for gathering and interpreting
information. The course examines issues from the perspective of both the
manager and the researcher by relying on extensive readings, cases and
assignments.
MKTG 6015 Buyer
Behavior
3-0-3
Prerequisite: MGNT 5060
This course provides an opportunity for study of the behavior of buyers
of business-to-business and consumer goods and services. Objectives include
(1) increasing the studentís understanding of buyers and their behavior
and (2) providing the student with experience in applying this knowledge
in marketing management decisions. Topics such as life style analysis,
organization, individual and family decision making, consumerism, behavioral
models, attitude formation and change, information seeking, and market
segmentation will be explored using readings, projects and case materials.
MKTG 6025 Database
Marketing
3-0-3
Prerequisite: MGNT 5060
This course provides the student with the application of database management
to the challenges of relationship marketing. Students will receive training
on software using business database such as ACCESS. They will then apply
the information from analysis of the database to design a relationship
marketing plan.
MKTG 6030 International
Marketing
3-0-3
Prerequisite: MGNT 5060
A study of the management challenges of marketing in foreign countries.
Topics include the assessment of foreign markets, foreign customer requirements,
entry strategies, foreign management, promoting internationally, transfer
pricing and world-class quality.