2006-07 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 nonbusiness 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.
3c-0l-3cr
Prerequisites: Junior standing; for nonbusiness majors only
An introduction to modern marketing concepts and applications as they relate to building, maintaining, and developing audiences and clients for performing and visual arts organizations, written arts, and arts market entrepreneurs. Topics include audience/client marketing research and segmentation, public and media-relations strategies, sales and communication functions, pricing issues, Internet-based marketing strategies, database-relationship marketing, and fundraising. Students who have completed or are required to take MKTG 320 should not register for this course.
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 relational 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.
MKTG 442 Social Cause Marketing for Nonprofit Organizations
3c-0l-3cr
Prerequisite: MKTG 320 or instructor permission
Developed to prepare managers of non-profit organizations and those whose mission is to plan and implement strategies for social change in society. Topics and activities will focus on strategic and tactical marketing approaches, planning and organizing for effective control of market performance of nonprofit organizations and programs.
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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