WMU > Haworth COB> Marketing

Marketing Course Descriptions

Note: All published course prerequisites and enrollment restrictions will be strictly enforced. Registration in a class may be cancelled if a student does not satisfy all published prerequisites and enrollment restrictions. Students should check course prerequisites and enrollment restrictions before registering for the course.

MKTG 2500: Marketing Principles (3 hrs.)

Introduction to the role of marketing in the U.S. and global economy. Emphasis on how organizations create customer value through marketing strategy planning. Topics covered include buyer behavior, market segmentation, product planning, service quality, promotion, pricing, and managing channel relationships. Prerequisites: Sophomore standing required; open to PRBA and BBA students; ASA, DID, FAD, IDD, IDN, IGT, IKT, IMB, IMG, PRG, PRK, PRT, SKS, and TXD majors; and ACT, ADV, GBZ, INT, ISM, MGT, MKT, and SKS minors.
Prerequisites: sophomore standing required.

MKTG 2900: Intro to Food & CPG Industries (3 hrs.)

An introductory course designed to provide an overview of the food and consumer package (CPG) industries. The marketing functions performed by producers, manufacturers, wholesalers and retailers are examined, along with consumer shopping, purchasing, and consumption behavior.
Prerequisites: Sophomore standing; PRBA, BBA; TXD majors and MKT minors only.

MKTG 3600: Professional Selling (3 hrs.)

An introduction to the principles of selling. Includes study of selling in our present economy, analysis of the steps in a sales presentation, and a classroom demonstration. Prerequisites: MKTG 2500. Marketing Dept. majors and minors, SKS majors and minors, and TXD majors only.

MKTG 3710: Marketing Research (3 hrs.)

An introduction to the research process as it aids decision making in marketing management. The focus is on the stages of research process from the planning of the research to gathering, analysis, and interpretation of data as it relates to marketing management.
Prerequisites: MKTG 2500 and STAT 2160 (or STAT 3660 or equivalent for nonbusiness students). Marketing Dept. majors and minors, GBZ majors, IMB majors, IMG majors, PRK majors and SKS majors only.

MKTG 3720: Purchasing Management (3 hrs.)

The organization and operation of the purchasing function, responsibilities and policies; problems confronting the purchasing department; relationships with other departments and suppliers.
Prerequisite: MKTG 2500. MKT majors and minors, SBM majors, ISM majors minors, IMG majors, PRK majors, and SKS majors and minors only.

MKTG 3730: Internet Marketing (3 hrs.)

This course examines the strategic use of the Internet as an interactive marketing tool and medium. Students will analyze various models for increasing marketing effectiveness and efficiency, and will learn strategies for evaluating and planning web sites and Internet advertising to achieve positive customer relationships. Students will also critically assess the pros, cons, and future developments related to this evolving medium.
Prerequisites: MKTG 3740 or MKTG 3600 or MKTG 3910. Enrollment is restricted to ADV, FMK, MKT, and SBM majors and minors only.

MKTG 3740: Advertising and Promotion (3 hrs.)

A comprehensive survey of basic principles of advertising and promotion. The course will include the study of promotion practices and theories and the effects of advertising and promotion in the firm, the economy and society. Students will be introduced to the fundamentals of Integrated Marketing Communications (IMC).
Prerequisites: MKTG 2500; Marketing Dept. majors and minors, GBZ majors, IMB majors, IMG majors, PRK majors, PRG majors, TXD majors, and SKS majors and minors only.

MKTG 3760: Sales Administration (3 hrs.)

Topics include the role of personal selling in the firm; determination of market and sales potential; recruiting; training; sales compensation; territories and quotas; motivation, measuring selling effectiveness.
Prerequisites: MKTG 2500. Marketing Dept. majors and minors, GBZ majors, IMG majors, PRK majors, and SKS majors and minors only.

MKTG 3770: Sales Promotion (3 hrs.)

The course is designed to introduce the student to the principles and practices of sales promotion. Included will be topics related to the development and implementation of direct inducement or incentive programs offered to members of the sales force, distributors, or consumers with the primary objective of effecting an immediate sale. Prerequisites: MKTG 2500. MKT majors and minors, ADV majors and minors, SBM majors, and GBZ majors only.

MKTG 3800: Sport Marketing (3 hrs.)

This course presents an overview of the marketing of sports at the professional and collegiate levels, as well as the use of sport sponsorships by commercial enterprises to help market products and services. Class projects emphasize original research into sport marketing topics, with collaboration from industry professionals.
Prerequisites: MKTG 2500 and permission of instructor.

MKTG 3910: Retail Merchandising (3 hrs.)

This course is designed to acquaint students with merchandising principles and applications related to the marketing of food and consumer package gods (CPG). Emphasis will focus on point-of-sale merchandising, sales promotion, advertising, pricing, and shelf management utilized by manufacturers, retailers, and wholesalers. Consumer demographics and lifestyle trends will be explored related to store location/design, product and service offerings, and promotional effectiveness.
Prerequisites: MKTG 2500 and MKTG 2900; may be taken concurrently with MKTG 2900. FMK majors only, or consent of instructor.

MKTG 3920: Applied Marketing Analysis (3 HRS.)

This course is designed to actively involve students in an applied marketing research project. Working closely with a business, nonprofit, or government organization, students will be involved in the process of research design, including problem identification, sampling design, instrument development, data collection, data analysis, interpretation of findings, and presentation of findings. Emphasis will be placed on the development and application of analytical techniques to address marketing problems. Prerequisites: MKTG 3710 and permission of instructor. Marketing Dept. majors only.

MKTG 3960 SURVEY OF FOOD & CPG INDUSTRIES (3 hrs.)

An intensive two-week survey of manufacturers, retailers, wholesalers, and businesses related to the food and consumer package goods industries. Company visits include presentations by industry executives and tours of manufacturing, distribution, and company facilities. Students observe practices related to marketing, production, packaging, distribution, research, and technology development. Written reports are required. Bus travel and overnight stays are necessary. A fee for transportation and housing is required.
Prerequisites: MKTG 2900. FMK majors only.

MKTG 3970 FOOD & CPG INTERNSHIP (1-3 hrs.)

Under the direction of a faculty advisor, students seek and obtain a position offering full-time work experience related to the food and consumer package goods industries. Students are expected to work a minimum of 150 hours for each internship credit received. Interns are required to submit periodic written reports, and an employer evaluation of their performance. An approved application form, signed by a faculty advisor, is necessary before registration is permitted. Course may be taken up to three times for a maximum of 6 hours credit. Graded on a Credit/No Credit basis. To be included in the major for Food and Consumer Packaged Goods majors only.
Prerequisites: FMK majors only and approval of instructor.

MKTG 4600: Advanced Selling Strategies (3 hrs.)

This course examines advanced methods of questioning, customer need analysis and problem finding, creative solution development, computer-based sales planning, team selling, negotiation, and elements of time and territory management. Exercises, extensive role-playing and cases are used. Prerequisites: MKTG 3600 and MKTG 3720. Sales and Business Marketing majors only.


MKTG 4630: MANUFACTURING LOGISTICS (3 hrs.)
An analysis of the movement and storage of raw materials, component parts, and subassemblies to support physical availability for manufacturing. Emphasis on aspects of production management that determine materials requirements, logistics process capability, and optimization of total logistics cost.
Prerequisites: MKTG 2500 and either BUS 3750 or IME 3260 or IME 4160; ISM majors and minors and SBM majors only. Students cannot receive credit for both MKTG 4630 and MKTG 4840.

MKTG 4700: Industrial Marketing (3 hrs.)

An advanced course in planning and implementing business-to-business marketing strategies with an emphasis on segmenting markets, managing channel relationships, and creating customer value through continuous improvement and re-engineering.
Prerequisites: MKTG 3710, MKTG 3720, FIN 3200, and senior standing; MKT majors and minors, SBM majors, and PRK/IMG majors only.

MKTG 4720: Media Planning and Research (3 hrs.)

The course examines the media used in Integrated Marketing Communications (IMC). Students will learn media vocabulary and techniques of audience measurement and media scheduling and buying. Emphasis is placed on secondary data research and media sources to develop comprehensive plans for solving marketing communication problems.
Prerequisites: MKTG 3710 and MKTG 3740. ADV majors and minors only.



MKTG 4730: Interactive Marketing Strategy (3 hrs.)

An applied course in interactive marketing strategy development. Covers principles, methods, and applications of direct mail, catalog, telemarketing, Internet other and electronic media to the selling of goods and services. Student teams develop a complete interactive marketing strategy involving research, marketing plan, media plan, creative plan and execution, and budget for current case situation.
Prerequisites : MKTG 4740. ADV majors and minors only.

MKTG 4740: Creative Strategy (3 hrs.)

Students will acquire an understanding of the creative process used to develop Integrated Marketing Communications (IMC) strategies for product/service positioning and rollout. Consumer, company and product research will be integral parts of the learning process. Students will analyze campaigns, develop copy platforms, and produce IMC strategies and executions.
Prerequisites: MKTG 3740 and MKTG 4770. May be taken concurrently with MKTG 4770. ADV majors and minors only.

MKTG 4750: International Marketing (3 hrs.)

An examination of the theories and principles of international marketing. This course focuses on major concepts and dimensions of international marketing for small and large businesses. Emphasis on developing managerial frameworks within which global or multinational marketing programs can be planned, analyzed, and assessed. Prerequisites: MKTG 2500. Marketing Dept. majors and minors, INT minors, GBZ majors, and TXD majors only.

MKTG 4760: Retail Management (3 hrs.)

This course focuses on professional management of retail companies. It addresses all levels of management responsibility (strategic, administrative, operational) within the two largest functional divisions of retail organizations; namely, merchandising and the store operations divisions. Attention is also given to other functions (finance, human resources, research, advertising, etc.) but primarily as they relate to merchandising and store operations.
Prerequisites: MKTG 2500; MKT majors and minors, FMK majors, MGT majors, and SKS majors and minors only.

MKTG 4770: Consumer Behavior (3 hrs.)

Investigate, analyze and interpret the extensive body of research information on consumer behavior considering both the theoretical and practical implications. Prerequisites: MKTG 2500 and MKTG 3710; may be taken concurrently with MKTG 3710. ADV and MKT majors and minors and GBZ majors only.

MKTG 4780: Special Topics in Marketing (3 hrs.)

Study of advanced topics within the marketing discipline. The course topic will be indicated in the student record. Repeatable for different topics. Prerequisites: MKTG 2500 and permission of instructor.

MKTG 4790 Marketing Internship(1-3 hrs.)

Marketing internship experience under the supervision of participating employers. Variable credit at the rate of approximately 100 hours of approved internship experience per credit hour. May be repeated for a maximum of 6 hours. Term reports required. Employer must submit a written performance appraisal. Graded on a credit/no credit basis. Cannot be counted toward major or minor requirements.
Prerequisites: MKTG 2500, MKTG 3710, and permission of instructor. MKT, ADV, and SBM majors and minors only.

MKTG 4810: Integrated Marketing Communications Campaigns (3 hrs.)

This is the capstone course for advertising and promotion majors. It will include promotional and managerial case studies. Complete IMC campaigns will be developed based on research, marketing plans, media plans, creative plans, and creative executions. Advertising research will be explored. Budget strategies will be discussed and applied. Emphasis will be on integrated marketing communications planning. Development of “portfolio pieces” will be part of this course.
Prerequisites: MKTG 4720 and MKTG 4740. ADV majors only.

MKTG 4840:Marketing Logistics (3 hrs.)

An analysis of the movement and storage of finished products to support physical availability in markets. Emphasis on customer requirements and customer satisfaction, logistics process capability, and optimization of total distribution costs. Prerequisites: MKTG 2500 and BUS 3750 or IME 3260; FMK majors, MKT majors and minors, IMG majors, PRK majors, SBM majors, and SKS majors only. Students cannot receive credit for both MKTG 4630 and MKTG 4840.

MKTG 4850 APPLIED PROCESS REENGINEERING (3 hrs.)

This course examines the application of analytical and process measurement techniques to process design decisions. The benefits of process standardization and improvement will be documented and discussed. This course is cross-listed with IME 4880.
Prerequisites: Senior standing; ISM major or minor or permission of instructor.

MKTG 4860: Marketing Strategy (3 hrs.)

Students in this course apply a variety of analytical and theoretical marketing tools to gauge how consumer and organizational behavior, competitive dynamics and market forces impact demand for a firm’s products or services. Through decision-making exercises, case studies, computer simulations, and/or team projects, students develop competence in making target market and marketing mix decisions and developing strategic marketing plans.
Prerequisites: MKTG 2500, MKTG 3710, MKTG 3740, FIN 3200 and a minimum of 88 credit hours completed. MKT and ADV majors only.

MKTG 4920: Marketing Information Technology (3 hrs.)This advanced course introduces students to the process of managing product categories as strategic business units in order to produce enhanced business results. Students utilize syndicated market data and information technologies to evaluate market and category trends and performance. Applied projects require students to evaluate company performance and to present recommendations for category improvement.
Prerequisites: MKTG 3910. FMK majors only, or consent of instructor

MKTG 4930 FOOD & CPG SALES (3 hrs.)
This course introduces selling principles employed within the food and consumer package goods industries. Multi-tier retail channel selling as well as key account headquarters selling practices will be examined. Students apply fact-based selling methods utilizing syndicated market data and category management tools related to the selling process. Extensive role-playing, sales presentations and exercises relevant to the buying process will be used.
Prerequisite : MKTG 4920; may be taken concurrently with MKTG 4920. FMK majors only.

MKTG 4940: Food Marketing Issues & Strategies (3 hrs.)

This capstone course examines current issues and strategies relevant to the marketing of food and consumer package goods (CPG). The course provides an opportunity for students to learn and apply strategic marketing decision processes to establish, sustain, or enhance a firm’s competitive position. Case studies, computer simulations, and/or company projects may be used to demonstrate the importance of relevant issues and strategies.
Prerequisites: MKTG 3710, MKTG 3910, MKTG 4920, and FIN 3200. FMK majors only.

MKTG 4980 READINGS IN MARKETING (1-3 hrs. Arranged)

Directed individual study of bodies of knowledge not otherwise treated in departmental offerings.
Prerequisites: Written permission of instructor.

Note: All published course prerequisites and enrollment restrictions will be strictly enforced. Registration in a class may be cancelled if a student does not satisfy all published prerequisites and enrollment restrictions. Students should check course prerequisites and enrollment restrictions before registering for the course.