MK 3010 Marketing Management
Credit Hours 3.0
Prerequisites ACCT 2101, and ACCT 2102, and ECON 2105, and ECON 2106, and CIS 2010, and BUSA 2106
Requirements Must meet RCB upper division course requirements and 45 semester hours. B.B.A. students may not register for this course until ECON 2105, ECON 2106, and ACCT 2102 are passed with degree credit
Description

As the marketplace continues to adopt more electronic tools to facilitate business processes and expand to the international arena, the discipline of marketing is emerging as more important than ever in helping organizations better assure their on-going viability. This course provides an overview of marketing as a management process. Upon its successful completion, students will gain the ability to make better business decisions by understanding how to assess the marketing environment, design and conduct marketing research, and determine what elements are most important to customers as they make purchasing decisions. Topics covered include the use of marketing tools to develop and manage actual products and services, how to maximize prices on those products and services, how to distribute products and services, how to maximize prices on those products and services, and how to promote them. Finally, discussions will take place on how to compile the marketing information and decisions in a strategic plan that helps guide organizations’ offerings to commercial success.

MK 4010 Marketing Metrics, Analysis and Problem Solving
Credit Hours 3.0
Prerequisites MK 3010, and MGS 3100
Requirements Must meet RCB upper division course requirements and 45 semester hours, CPS None
Description

The course teaches a numbers-based approach to understanding, structuring and presenting solutions for marketing challenges. Students apply basic economic, financial and accounting principles and best-practice marketing metrics to marketing problems, and also learn to evaluate and analyze marketing problems presented in the form of case studies. This course also includes an introduction to Marketing careers and to tools to aid students in preparing for a successful career in Marketing.

MK 4100 Buyer Behavior
Credit Hours 3.0
Prerequisites MK 3010
Requirements Must meet RCB upper division course requirements and 45 semester hours
Description

Basic concepts and research results from marketing and the social sciences are examined with the goal of enabling marketers to better understand customers and meet their needs. The decision process of buyers, factors affecting purchasing decisions, and customer satisfaction are major conceptual areas of the course. Implications for marketing strategies (e.g., market segmentation, product design, and promotion) are discussed.

MK 4200 Marketing Research
Credit Hours 3.0
Prerequisites MK 3010, and MGS 3100
Requirements Must meet RCB upper division course requirements and 45 semester hours, CSP 1, 2, 4 2.5 GSU GPA and 45 semester hours
Description

This course helps students make effective and efficient use of market information. Organizational issues, problem formulation, secondary data sources, survey sampling, measurement principles, questionnaire design, interviewing, basic data analysis, research ethics, new technologies, and international aspects are all introduced. This course may include a Signature Experience component.

MK 4300 Advertising
Credit Hours 3.0
Prerequisites MK 3010
Requirements Must meet RCB upper division course requirements and 45 semester hours, CSP 1
Description

This course examines advertising as a business, as a marketing tool, as a creative process, and as a hybrid discipline which draws from both the arts and the sciences. The course is taught from a social as well as a managerial orientation. From a social perspective, emphasis is placed on the history of advertising, as well as current social, ethical, and legal issues. From a managerial perspective, students learn about the advertising process, including such topics as diagnostic evaluative research, concept development, creative and media strategy, and global issues.

MK 4305 Social Media Marketing
Credit Hours 3.0
Requirements Must meet RCB upper division course requirements and 45 semester hours, CSP 1, 2, 4, 6, 7
Description

Prerequisite; MK 3010, and BCOM 3950. Social media marketing is changing the way companies of all sizes communicate with their customers. In the same way they use traditional media, marketers use social media to reach their customers efficiently and effectively. But they also use it to understand buyer behavior and gain insights into what customers are saying about brands. This course will cover social media applications such as blogging, online communities, social networking (e.g., Facebook and LinkedIn), WIKIs, rapid sharing systems (e.g., Twitter), podcasting (e.g., YouTube), and search engine marketing. Through experiential learning, the course will teach students how to apply the strategic planning process, return on investment criteria, and organizational governance issues to the broad spectrum of social media.

MK 4310 Advertising Campaigns
Credit Hours 3.0
Prerequisites MK 4300
Requirements Must meet RCB upper division course requirements and 45 semester hours, CSP 1, 2, 4, 6, 7
Description

This course is designed to train students in the planning, execution, and evaluation of advertising strategies. Students apply decision criteria to every stage in the advertising process: analysis of industries, competitors, consumers, and products; market segmentation; objective setting; budget allocation; product positioning; development of creative strategy and tactics; media planning; and advertising evaluation. Through the use of an extensive campaign project, students learn firsthand the challenges of creating effective advertising programs.

MK 4330 Principles of Professional Sales
Credit Hours 3.0
Prerequisites None
Requirements Must meet RCB upper division course requirements and 45 semester hours
Description

A significant strategy in business today is developing relationships with potential and existing customers and vendors. The job of developing and enriching these relationships generally falls on the sales force of an organization. This course will give you an understanding of what sales people do and help you develop skills necessary to “sell” everything from yourself in a job interview to the latest products and services from your employer.

MK 4331 Key Account Sales Skills and Techniques
Credit Hours 3.0
Prerequisites MK 4330
Requirements Must meet RCB upper division course requirements and 45 semester hours
Description

In today’s sales environment, more and more organizations are adopting a “team selling” model for key and strategic accounts. This course is designed to help students develop the knowledge and skill sets necessary to be successful in a sales environment which features selling to more upper-level managers in an organization; working in a team environment; and beginning to develop sales management skills which will enhance their careers.

MK 4340 Sales Management
Credit Hours 3.0
Prerequisites MK 3010, and BCOM 3950
Requirements Must meet RCB upper division course requirements and 45 semester hours
Description

This course examines the sales management function in contemporary business organizations. Emphasis is placed on the formulation, implementation, and evaluation of a strategic sales program. Specific topics addressed include ethical and legal issues in sales management, selection and recruiting, territory design, quotas, organizing the sales force, compensation, motivation, leadership and coaching, and evaluation of salesperson performance. The course also emphasizes a mix of conceptual and applied information to provide a balanced view of sales management. The strategic nature of sales management decisions is another major topic.

MK 4389 Directed Readings in Marketing
Credit Hours 1.0 - 3.0
Prerequisites MK 3010, qnd consent of instructor
Requirements Must meet RCB upper division course requirements and 45 semester hours
Description
MK 4391 Marketing Internship
Credit Hours 1.0
Prerequisites MK 3010, and BCOM 3950 and department approval
Requirements Must meet RCB upper division course requirements and 45 semester hours, (May be repeated once)
Description

In this field study, students have the opportunity to apply their marketing skills, knowledge, and competencies in a professional setting. The course enables a student to participate in a marketing internship when the employer requires that credit be granted for the internship experience. Upon satisfying the prerequisites, students can apply to the department during the normal registration period for the upcoming semester, by providing a written description of the proposed internship. Grading is on a Satisfactory/Unsatisfactory basis. This course may include a Signature Experience component.

MK 4400 Distribution Management
Credit Hours 3.0
Prerequisites MK 3010 and BCOM 3950
Requirements Must meet RCB upper division course requirements and 45 semester hours, CSP 1, 2
Description

Distribution management deals with the management of those activities involved in making goods and services available for businesses and consumers. In this course, students develop understanding of how various institutions in the marketing channel perform these functions cost effectively to meet changing customer expectations. Emphasis is placed on the functions associated with the flow of inventories and related information or logistics aspects of distribution including marketing channels, customer service, order management and information systems, transportation management, inventory management, and warehousing. Toward the end of the course, students learn how to integrate these functions into a total distribution/ logistics system from a supply chain perspective.

MK 4420 Retail Management
Credit Hours 3.0
Prerequisites MK 3010 and BCOM 950
Requirements Must meet RCB upper division course requirements and 45 semester hours
Description

The retail environment serves as the touch-point between business and consumers. The retailing function adds value to the vast number of products and services that consumers buy, from food and apparel to leisure and entertainment. This course introduces students to the retail management process, the dynamism of the retail industry and tools for improving productivity. A diverse set of topics will be covered, including merchandise management, pricing and financial strategy, location analysis, store atmosphere and design, retail communications, and customer service and loyalty.

MK 4510 Business-to-Business Marketing
Credit Hours 3.0
Prerequisites MK 3010 and BCOM 3950
Requirements Must meet RCB upper division course requirements and 45 semester hours
Description

This course focuses on strategy development for marketers whose customers include other businesses, the government, and institutions. It explores the buying behavior of organizations as customers and ways to segment the organizational market. In addition, the course highlights how the product development process for such customers differs from the processes used for consumer products and services. Other topics include channels of distribution strategy including electronic issues, supply chain management, price bidding, and new trends in personal selling and sales management.

MK 4600 International Marketing
Credit Hours 3.0
Prerequisites MK 3010 and BCOM 3950
Requirements Must meet RCB upper division course requirements and 45 semester hours
Description

This course aims to broaden students’ appreciation of world markets and to provide knowledge and skills needed for recognizing, evaluating, and managing the international function. Through lectures, cases, and hands-on projects, students are introduced to the economic, socio-cultural, financial, and legal- political factors affecting international marketing and to the problems and opportunities associated with doing business on a global scale.

MK 4620 Product Management
Credit Hours 3.0
Prerequisites MK 3010 and BCOM 3950
Requirements Must meet RCB upper division course requirements and 45 semester hours, CSP 1, 2
Description

The objective of this course is to familiarize students with applications of relatively recent new product planning techniques. The course will emphasize the use of market research data and marketing models for new product development and management. The main topics to be covered in this course are idea generation, concept evaluation, optimal product design, test marketing, product positioning, market segmentation, market share estimation, product packaging, advertising testing, pricing, brand name selection, brand equity, and global product planning.

MK 4700 Pricing and Sales Promotion Strategy
Credit Hours 3.0
Prerequisites MK 3010 and MK 4010 and BCOM 3950 and MGS 3100
Requirements Must meet RCB upper division course requirements and 45 semester hours, CSP 1, 2, 6, 7
Description

This course examines sales promotion as a form of marketing communication. Marketers use sales promotion toolscoupons, sweepstakes, rebates, premiums, samples, point-of-purchase displays, price deals, loyalty programs, event sponsorships, trade allowances, and other incentive programsto motivate profitable behavior throughout the channel as well as at the final point of sale. Since the 1990’s sales promotion has come to account for the largest share
of the marketers budget across many industries. In this course, students learn how to conceptualize, execute, and evaluate a firms sales promotion activities so as to maximize their ROI. This course utilizes individual and group projects, as well as lecture and discussion, to help students develop sound sales promotion strategies.

MK 4720 Direct and Interactive Marketing
Credit Hours 3.0
Prerequisites BCOM 3950, and MK 3010
Requirements Must meet RCB upper division course requirements and 45 semester hours, CPS 1, 2, 6, 7
Description

Direct Marketing is one of the fastest growing areas of marketing practice today. Direct marketing uses multiple channels (such as Internet, the telephone, mail, and mass media) to reach specifically targeted customers to elicit a response and create an immediate or eventual sale. Direct marketing is distinguished by its focus on targeting and by its emphasis on accountability for performance and impact on ROI. This course teaches students how to plan and execute effective direct marketing strategies. Students examine the role of information in testing, refining and evaluating a direct marketing program. They will also explore the regulatory environment, the challenge of protecting customer privacy, and global variations in the use and effectiveness of direct marketing programs.

MK 4800 Services Marketing
Credit Hours 3.0
Requirements Must meet RCB upper division course requirements and 45 semester hours, CSP 1, 2, 6, 7
Description

Prerequisites; MK 3010, and BCOM 3950. Given the dominance of the service sector in the global economy, this course focuses on the important challenges of marketing services and delivering quality service to customers. The primary theme of this course is that service organizations differ from goods organizations and require their own distinctive approach to the development and execution of marketing strategy. A second theme focuses on the role of service in manufacturing firms. This course will suggest ways that companies in the manufactured goods sector might use service as a source of competitive advantage. Through completion of a comprehensive firm audit, students will better understand the use of marketing tools by service organizations.

MK 4850 Marketing for Entrepreneurs
Credit Hours 3.0
Prerequisites MK 3010, and BCOM 3950
Requirements Must meet RCB upper division course requirements and 45 semester hours, CSP 1, 2, 6, 7
Description

Marketing is of critical importance to the success of the entrepreneurial venture. This course gives students the chance to develop their knowledge and thinking about entrepreneurial opportunities by applying marketing concepts to the specific challenges of the small business or start-up. The course begins by examining how marketing can be used to find, evaluate, and exploit the right venture opportunity. Students then learn how to formulate product, price, promotion, and distribution strategies under conditions of severe resource limitations. Through the development of a marketing plan for an existing small business or a proposed start-up, students will learn how to position new products and services to increase the chance of ventures success.

MK 4900 Marketing Strategy
Credit Hours 3.0
Prerequisites MK 3010, and MK 4010, and MK 4100, and MK 4200
Requirements Must meet RCB upper division course requirements and 45 semester hours, CSP 1, 2, 3, 4, 6, 7
Description

This is the capstone course, synthesizing knowledge and skills acquired in previous marketing coursework. The course focuses on marketing’s role in creating, capturing, and sustaining customer value for an organization or business unit. Using the case method, students apply quantitative analysis and critical thinking skills to develop and implement marketing strategies to solve problems in a dynamic global environment. Working in teams, students learn how to manage marketing organizations and integrate marketing functions as they design, execute, evaluate, and present a strategic marketing plan. Students are encouraged to enroll in this course their last semester. Prerequisites are strictly enforced.