2004-05 Undergraduate Catalog
Indiana, Pennsylvania 15705
Department of Marketing
Eberly College of Business and Information Technology
Credit designation below each title is expressed in (c) class hours per week, (l) lab or (d) discussion section hours per week, and (cr) credits per semester.
Note: Except for Accounting, Business Education, and non-business majors who have met the required prerequisites, students scheduling 300 and 400 courses are expected to have achieved junior standing as described in the Eberly College of Business and Information Technology Academic Policies.
MKTG 320 Principles of Marketing
3c-0l-3cr
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-3cr
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-3cr
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-1cr
Prerequisite: Junior standing (as per credits earned)
Focuses 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-3cr
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-3cr
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-3cr
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-3cr
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.
MKTG 431 Business-to-Business Marketing
3c-0l-3cr
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-3cr
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-3cr
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-3cr
Prerequisites: Junior/senior standing,
MKTG 320 and
MGMT 330
Focuses on planning, organizing, and controlling the marketing logistics
function. In addition to the acquisition and application of management science
methods, students 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-3cr
Prerequisite:
MKTG 320
Introduces 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-3cr
Prerequisite:
MKTG 320
Introduces all facets of retailing including the history of retailing, retail
theories, and decision-making in retailing framework.
3c-0l-3cr
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. Emphasizes characteristics of services and their marketing implications
and formulation and implementation of marketing strategies for service firms.
MKTG 438 Relationship Marketing
3c-0l-3cr
Prerequisite:
MKTG 320
Relationship marketing entails performing marketing activities directed toward
establishing, developing, and maintaining successful long-term rela-tional
exchanges. Covers theory and practice of relationship marketing.
3c-0l-3cr
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 use Internet-based on-line marketing cases.
3c-0l-3cr
Prerequisite:
MKTG 320
Introduces 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
lifetime value analysis. Strategies, implementation, and public policy issues
are discussed.
3c-0l-3cr
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-3cr
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 department chairperson) or free
electives in a student’s program. Special topics numbered 481 are primarily for
upper-level undergraduate students.
var-3cr
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-3-12cr
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 3cr 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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