Prerequisite: MGNT 3135 or equivalent
Marketing Management becomes the foundation course for the student
involved with a graduate marketing concentration or it is typically the
only marketing exposure the graduate student receives if pursuing another
concentration. This course enables the student to recognize that the marketplace
has been transformed from a historical production domination to a consumer
driven catalyst based on abundant supplies of products and services and
the emergence of a world marketplace. This transformation has created the
need for managers to understand the mechanisms that drive production and
consumption - commonly referred to as "marketing". Since any firm surviving
today embraces the "marketing concept", a higher order of thinking is now
encompassed in "competitive rationality". Along with these changes has
been the evolution of management from a hierarchical order to a "team"
concept requiring interaction among professionals from all backgrounds
within a firm. This course will deliver the logic and common sense associated
with sound marketing management principles under these changing global
conditions. The student will then be able to apply these principles, not
only to specific managerial environments, but also to understanding events
occurring on a daily basis in today's dynamic global marketplace.
MKTG 6012 Sales Management
3-0-3
Sales Management will highlight the differences experienced by a sales
manager from those of a manager geographically located with his or her
subordinates. The "arms length" supervision requirements of sales management
will better equip the student to manage any group in a business environment
since the role of motivation will be better understood. Emphasis is also
placed on hiring skills since much of a sales manager's effort is devoted
to maintaining and expanding a sales force. This material is presented
in a manner to assist the student in seeking their own employment after
graduation since they have a better idea of what the prospective employer
is seeking in a candidate.
MKTG 6024 Business-to-Business Marketing
3-0-3
Prerequisite: MGNT 3135 or equivalent
Business-to-Business Marketing is an expansion of the current consumer
oriented Buyer Behavior course to focus on the buying patterns practiced
in the industrial marketplace. This course builds a foundation for the
student to better understand all of the underlying conditions that govern
an industrial marketing transaction beyond simply analyzing the product
that is being sought. The role of technology and its importance in the
development of industrial products is explored along with the critical
role of services and their interrelation to the products with which they
are connected.
MKTG 6028 Marketing Research
3-0-3
Prerequisite: MGNT 3505 or equivalent
Marketing Research enables the student to actually conduct an opinion
research project to better understand the underpinnings of a successful
marketplace query. Actual business survey opportunities are sought so that
the student gains "hands-on" experience in questionnaire design, data gathering
and analysis. The student teams then prepare both a written and oral presentation
of the results to experience the relationship between researcher and management
in the gathering and communication of research information. The statistics
prerequisite enables the student of effectively utilize SPSS for windows
to manipulate the gathered data and disseminate it into meaningful decisions.