2002-2003 Undergraduate Catalog
Indiana, Pennsylvania 15705
Credit designation at right of title is expressed in (c) class hours per week, (l) lab or (d) discussion section hours per week, and (sh) semester hours of credit per semester.
MKTG: Marketing
Department of Marketing
Eberly College of Business and Information Technology
Note: All courses at the 300 and 400 level are open only to students with junior or senior standing. All students, regardless of major or program affiliation, must meet course prerequisite requirements in order to enroll for a given course. Business majors (except those majoring in Business Education) who have not achieved junior standing are normally not permitted to enroll in 300- or 400-level courses.
MKTG 320 Principles of Marketing
3c-0l-3sh
Prerequisite: ECON 122
A study of those activities necessary to the design, pricing, promotion, and distribution of goods and services for use by organizations and ultimate consumers.
3c-0l-3sh
Prerequisites: MKTG 320 and PSYC 101
A survey of noteworthy contributions of behavioral science and research on consumer purchasing and decision-making process, with particular attention to formal and informal influence patterns.
MKTG 350 International Business
3c-0l-3sh
Prerequisite: MGMT 310
A study of the international dimensions of business and the critical environmental and organizational factors that affect managerial approaches in the international arena. Focuses upon the management problems stemming from the movement of goods, human resources, technology, finance, or ownership across international boundaries. (Also offered as MGMT 350)
1c-0l-1sh
Prerequisite: Junior standing (as per semester hours earned)
The focus is on the development of both long-term and short-term self-marketing plans and self-marketing packages. Theories of managerial marketing, professional selling, market research, and advertising applied to self-marketing in order to prepare students to seek internship experience.
3c-0l-3sh
Prerequisites: MKTG 320 and 321
An analysis of marketing and operational problems and policies involved in planning, organizing, coordinating, and controlling a total marketing program.
3c-0l-3sh
Prerequisites: MKTG 320 and MATH 214
Nature, methods, analysis, and application of present-day marketing research techniques utilized in the solution of practical marketing problems.
3c-0l-3sh
Prerequisites: MKTG 420 and 421, graduating senior
A terminal course designed for majors in marketing; considers current literature in the field, case problems pertaining to the total marketing effort, and current problems of actual companies.
MKTG 430 International Marketing
3c-0l-3sh
Prerequisite: MKTG 320
International marketing and markets are analyzed. Special consideration is given to the significance of government regulations, organization structures of export and import enterprises, and credit policies.
3c-0l-3sh
Prerequisite: MKTG 420
Concerned with the major activities involved in the marketing of industrial goods and services, including the industrial marketing system, marketing information needs of the industrial firm, industrial marketing implementation and control, and channel, pricing, product, and promotional strategies for industrial goods.
3c-0l-3sh
An overview of the interactions between business and the larger social system in which it operates. Considers the problems, solutions, and future directions of societal issues and their relationships to the business environment. Topics discussed include consumerism, the morality of advertising, self-regulation, pollution and ecology, overpopulation, government regulation, and the social and ethical responsibilities of business and industry. (Also offered as MGMT 432; may not be taken for duplicate credit)
3c-0l-3sh
Prerequisite: MKTG 320
An introduction to the principles, practices, and creations of advertising. Use of various media and legal, economic, social, and ethical aspects of advertising are also considered.
3c-0l-3sh
Prerequisites: Junior/senior standing, MKTG 320 and MGMT 330
The focus is on planning, organizing, and controlling the marketing logistics function. In addition to the acquisition and application of management science methods, students will integrate and apply previously gained knowledge to analyze and solve complex marketing logistics problems. Areas of major concentration include facility location, transportation, inventory management, and customer service.
MKTG 435 Professional Selling and Sales Management
3c-0l-3sh
Prerequisite: MKTG 320
Introduces students to the role and nature of modern personal selling in marketing. Theory and practice of personal selling process, sales planning, delivering sales presentations, and relationship marketing are emphasized. Basics of managing sales force including territory management, recruiting, training, and compensating sales force are also covered.
3c-0l-3sh
Prerequisite: MKTG 320
Introduces students to all facets of retailing including the history of retailing, retail theories, and decision-making in retailing framework.
3c-0l-3sh
Prerequisite: MKTG 320
Focuses on current theories and applications of marketing techniques in the fast-growing area of services in the business, government, and nonprofit sectors. The emphasis is placed on characteristics of services and their marketing implications and formulation and implementation of marketing strategies for service firms.
MKTG 438 Relationship Marketing
3c-0l-3sh
Prerequisite: MKTG 320
Relationship marketing entails performing marketing activities directed toward establishing, developing, and maintaining successful long-term relational exchanges. Covers the theory and practice of relationship marketing.
3c-0l-3sh
Prerequisite: MKTG 320
Presents a strategic framework for developing marketing strategies on the Internet. Extends the marketing mix framework to e-commerce using current theories and applications in on-line product, on-line pricing, web-based marketing communication, and distribution strategies. Other topics include marketing research on the Internet, electronic retailing, Internet-based customer relationship management, and legal-ethical dimensions of e-marketing. Students will use Internet-based on-line marketing cases.
3c-0l-3sh
Prerequisite: MKTG 320
Introduces students to the role and nature of direct marketing, including its current theory and practice. Topics include current state and growth of direct marketing, prospecting strategies, development of hot lists, timeless strategies, and Life-time value analysis. Strategies, implementation, and public policy issues are discussed.
3c-0l-3sh
Prerequisite: MKTG 320
Students conduct an export feasibility analysis of a consumer/industrial item for a foreign market. Focus is on strategic and procedural aspects of export marketing.
var-l-3sh
Prerequisite: As appropriate to course content
Covers advanced, innovative, or exploratory topics and disciplines within marketing. Specific content items developed by instructor. Credits may be applied to either required (by permission of departmental chairperson) or free electives in a student’s program. Special topics numbered 481 are primarily for upper-level undergraduate students.
var-3sh
Prerequisite: Prior approval through advisor, faculty member, department chairperson, dean, and Provost’s Office. Approval is based on academic appropriateness and availability of resources.
Individual research and analysis of contemporary problems and issues in a concentrated area of study under the guidance of a senior faculty member.
var-3-12sh
Practical experience in the marketing field to develop knowledge and experience in the practical application of theory to actual problems in a nonclassroom situation. A maximum of 3sh of internship in the student’s major may be applied toward the marketing major-area elective requirements. Additional internship credit must be used as free electives only. Admission only by permission of the department chairperson and the dean, Eberly College of Business and Information Technology.
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