BMKT 3615 Consumer Behavior

The aspects underlying consumer decisions in relation to effective marketing management. The study of the social sciences on which consumer behavior is based, including the influence of psychological, sociological, cultural and subcultural factors on consumer decision making. Public policy and ethical consumer issues, cross-cultural consumer behavior and technological aspects influencing consumer behavior. Offered: Fall, Spring. 3 credits.

BMKT 3617 International Marketing

Organizing and managing international marketing operations. Opportunities, distinctive characteristics and emerging trends in foreign markets. Adapting the firm’s marketing mix to a diverse economic, sociocultural, political and technological multinational environment. Planning and implementing global marketing strategies. Offered: Fall, Spring, Summer. 3 credits.
 

BMKT 4607 Sports Marketing (See also BSPM 4607)

The applications of marketing tools to the sports industry, including professional sports, intercollegiate, interscholastic and intramural sports, amateur sport, and commercial and public sport and recreational facilities. The special nature and needs of sports organizations in the area of marketing. The international sports business and ethical issues in sports marketing. Offered: Fall, Spring. 3 credits.

BMKT 4625 Retail Marketing

The dynamic role of retailing in marketing consumer goods and services. The evolving retailing environment and the management of retail institutions. Store location, buying and merchandising, inventory management, pricing and promotion, store layout and
design, and customer service issues. A focus on new retail formats such as electronic shopping and other forms of non-store buying. Offered: Spring. 3 credits.

BMKT 4629 Sales and Personal Selling

Personal selling and managing the corporate sales force in the context of overall marketing strategy. Finding and reaching prospective buyers, developing effective sales presentations, handling objections and closing sales. Sales management, including recruiting, selecting, training, motivating and compensating sales personnel, sales forecasting, territory development and an optimal use of the sales budget. Offered: every other Fall. 3 credits.

BMKT 4631 Advertising Management

The planning, execution and control of advertising programs. The interrelationships among manufacturers, advertising agencies and the media in the preparation and execution of advertising campaigns. The regulatory, cultural and ethical advertising environment, setting advertising objectives, creative themes in designing print and broadcast campaigns, media selection, advertising research, and the budgeting and evaluation of
advertising expenditures. Offered: Spring. 3 credits.

BMKT 4633 Product Management and Development

Effective management and revitalization of existing products and the development of new products as the cornerstones of corporate marketing strategies. Topics covered include estimating market potential and demand for new and mature products, managing the product portfolio, the changing marketing mix throughout the product life cycle, and the new product development process. Understanding of public policy considerations, ethical issues and the impact of emerging technologies on product strategies. Offered: Fall. 3 credits.

BMKT 4637 Services Marketing

Needs and challenges of service organizations in the area of marketing. Measuring and monitoring customers’ needs, expectations and satisfaction, developing and implementing service quality standards, managing service encounters, promoting and differentiating services, pricing services, managing service demand, and developing customer relationships for repeat business. The role of the rapidly growing self-service technologies
is integrated into the course. Offered: Spring. 3 credits.

BMKT 4639 Direct and Interactive Marketing

The application and management of direct-response marketing in segmenting, targeting and establishing long-term relationships with customers. An emphasis on interactive technologies in the dissemination of marketing information and the distribution of goods and services in the electronic marketplace. The management of personal and business-to-business customer databases, and the development, management and evaluation of effective internet marketing, virtual shopping and customized marketing strategies. Offered: Fall. 3 credits.

BMKT 4640 Building and Maintaining Strong Brands

The course explores the strategies and options marketers can use to build strong brands. Students will develop an understanding of how marketers can use brands to generate customer loyalty, accelerate acceptance of new products, and make consumers feel pleased and satisfied with their purchases. In addition, students will acquire expertise that will enable them to understand and critique the branding strategies that target us throughout our daily lives. The course includes lectures, exercises and some small case studies. Students will be required to develop a “brand audit,” an in-depth analysis of a brand and its strategy. Not offered 2004-05. 3 credits

BMKT 4694 Marketing Co-op I
BMKT 4695 Marketing Co-op II
BMKT 4696 Marketing Co-op III
(See Co-op Adviser). 3 credits.
Cooperative Education courses are counted as general electives.

BMKT 4697, 4698, 4699 Directed Research/Marketing

Individual research in the area of marketing consisting of a student project under the supervision of a marketing faculty. Application for this independent study must be completed, signed by the supervising faculty member and submitted to the department chairperson prior to pre-registration. Prerequisites: 3.0 or higher GPA, permission of supervising faculty and approval of department chairperson prior to pre-registration. 1/2/3 credits.