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Marketing

Marketing Department Web page: www.lehigh.edu/cbemarketing

Professors: K. Sivakumar, Ph.D. (Syracuse), Arthur C. Tauck Jr. Professor of International Marketing and Logistics; David Griffith, Ph.D. (Kent State) Chairperson, Department of Marketing.

Associate Professors: Ravindra Chitturi, Ph.D. (Texas); James M. Maskulka, D.B.A. (Kent State).

Assistant Professors: Deepa Chandrasekaran, Ph.D. (Southern California); Beibei Dong, Ph.D. (Missouri); Reetika Gupta, Ph.D. (CUNY), Nevena Koukova, Ph.D. (Maryland).

Professors of Practice: Beth Gallant, MBA (Columbia); Steve Savino, M.B.A. (Wake Forest).

Marketing is a critical success factor in any business. Marketing is more than just selling or advertising. It is understanding a product. It is focusing on the needs of the consumers. It encompasses new product development, pricing, promotion and distribution considerations. Marketing influences virtually all strategic business plans and decisions and its scope ranges from government and not-for-profit organizations to free enterprise. Marketing plays a major role in the management of any business.

Lehigh’s marketing major is a rigorous and highly relevant curriculum of instruction. Students are taught to recognize the strong linkage between theory and practice and to appreciate the need for teamwork, leadership, and communication skills. Activities that encourage students to acquire professional-level competency throughout the curriculum include: developing integrated advertising campaigns, designing and implementing marketing research projects, conducting customer analyses, as well as a wide variety of practice-based projects.

Students are encouraged to explore the potential enhancement of their educational experience through study abroad programs, internships with business, and research projects with faculty members.

Participation in the Marketing Club student organization is an extracurricular activity that offers a professional orientation program and the enjoyment of socializing with other students from across the campus.

The marketing major offered by the Department of Marketing consists of 18 credit hours from the following courses:

Required courses

Elective courses

Two courses (6 credit hours) from the following list of courses, and one additional marketing elective course (3 credit hours) required, either from the following, or any course approved by the academic advisor.

Undergraduate Courses

MKT 111. Principles of Marketing (3)

The purpose of this course is to give an overview of the entire marketing function. The objective is to take a broad-based approach to expose students to the meaning of marketing, the terminology of marketing, the activities involved in marketing, how managers make and implement decisions in marketing, and how they evaluate the results. The role of marketing in the broader society will also be discussed. At the end of this course, students will be able to understand the meaning of the marketing concept, various marketing terminologies, how firms develop and evaluate marketing strategies related to product, place, price, and promotions, how marketing strategies are related to other strategies of the firm, and what internal and external factors influence the marketing decisions. The outcome of the course will be assessed by a series of multiple choice and short essay questions, and other suitable assignments decided by the instructor. Prerequisite: ECO 1.

MKT 311. Consumer Behavior (3)

This course focuses on the theory and tools necessary to analyze and understand consumer buyers and business buyers, as well as other organizational and governmental buyers, in the context of the global information age. The topics covered include, but are not limited to, diffusion of innovations; market segmentation and product positioning; the multiattribute model and the theory of reasoned action; group and individual decision making processes of buyers; and buyer conditioning and learning processes. Throughout the course, the relevance of the covered theory and tools will be illustrated by using cutting edge examples of what businesses and consumers are doing today. At the end of this class, students will be able to demonstrate an understanding of the theories and tools of buyer behavior. In addition, they will be able to analyze buyers and develop appropriate marketing strategies. The achievement of course objectives will be measured through the use of examinations, as well as a variety of application level tools, including in-class projects, case analyses, and a term project. Prerequisite: MKT 111.

MKT 312. Marketing Research (3)

The objective of this course is to offer a managerial approach toward conducting and using research for marketing decisions. The focus will be on the relevance and usefulness of systematic research for decision making, the process and steps involved in conducting effective marketing research, analysis and interpretation of the information for decision making, and the presentation of research results to help managers arrive at sound marketing decisions. Particular emphasis will be placed on the context of technological advances in the collection, dissemination, and use of marketing information, the applicability of marketing research principles for a wide variety of organizations and individuals in the global context, and ethical issues involved in marketing research. At the end of this course, students will have an understanding of the costs and benefits of marketing research, be able to conduct marketing research using a systematic set of procedures, know how to develop research instruments such as questionnaires, have the knowledge to analyze the data, and present the conclusions to other managers. In addition to periodic testing of their knowledge of marketing research by means of examinations (multiple choice, short essay questions, and hands-on problems), the course will involve a marketing research project from problem formulation to presentation of findings. Prerequisites: ECO 045 and MKT 111.

MKT 313. Integrated Marketing Communications (3)

This course focuses on the wide range of areas included in marketing communications and the tools and techniques needed to create an integrated approach. Students are introduced to the broad spectrum of communication messages and the sources that produce them, and then showed how they can be used for maximum efficiency through a coordinated planning process. Lectures and assignments develop an understanding for the factors found in all integrated marketing communications plans, their interactions, strengths and weaknesses, and their effect on the overall marketing message. The course concludes with the students creating and presenting an integrated marketing communications plan and its supporting tactics. Prerequisite: MKT 111.

MKT 319. Development and Marketing of New Products (3)

This course adopts the marketing philosophy that new products and services will be profitable if the extended product provides customers with highly valued benefits. The goal is to help students learn how to use state-of-the-art management techniques to identify markets, develop new product ideas, measure customer benefits, and design profitable new products. The course provides techniques to interface the marketing function with the functions of R&D, design engineering, and manufacturing. Prerequisite: MKT 111.

MKT 320. (GCP 320) Global Marketing (3)

This course focuses on understanding the process of globalization and its impact on the firm’s marketing activities. Whether an organization operates in the domestic market or in the global market place, it cannot ignore competitive pressures and market opportunities at the global level. This course will focus on topics such as the changes in global environment (e.g., financial, cultural, political, and legal) and their impact on marketing activities, development of global marketing strategies based on sound marketing research (e.g., global segmentation and positioning, global market entry strategies, developing products for the global market place, pricing, communication, and distribution strategies, and so on), and the role of technology in global marketing strategies. Prerequisite: MKT 111.

MKT 321. Business-to-Business Marketing (3)

This course introduces students to the elements necessary to market a product, service, idea, event, organization, place, information, property, experience, or personality to another business. Students develop the knowledge and thinking skills needed to create, develop, and present a complete, integrated Business-To-Business (B2B) marketing plan. Lecture and assignments focus on B2B marketing, a process that begins with researching the relevant marketplace to understand its dynamics. Students learn how to identify opportunities to meet existing needs, segment the market, and select those segments that a company can satisfy in a superior way. In addition, students learn how to formulate a broad strategy, refine it into a detailed marketing mix and action plan, carry out the plan, evaluate the results, and make further improvements. Prerequisite: MKT 111.

MKT 325 (ECO 325). Quantitative Marketing Analysis (3)

Explores economics and management science approaches to improve marketing decision making and marketing interactions in such areas as strategic marketing, e-marketing, advertising, pricing, sales force management, sales promotions, new products, and direct marketing. The development, implementation, and use of quantitative models are emphasized. Cases are used to illustrate how these models can be applied. Students have the opportunity to learn how to use and evaluate models through spreadsheet-based assignments. Prerequisites: MKT 111, ECO 045, ECO 105 or ECO 146, and MATH 21, 31, 51, 81.

MKT 331. Electronic Commerce (3)

This course covers how businesses and consumers use the Internet to exchange information and complete transactions. Both theoretical concepts and practical skills will be addressed within the scope of the class. Topics include advertising and marketing, ecommerce business and revenue models, online consumer behavior, web site design issues, Internet security, electronic payments, infrastructure issues, privacy issues, and overall electronic commerce strategy. Students will get hands-on experience designing ecommerce web-sites using web authoring software. Prerequisites: BIS 111 and MKT 111, or consent of the instructor.

MKT 332. Sales Management (3)

This course is an integrative approach to sales management including formulation of strategically sound sales programs, implementation of sales programs, and evaluation and control of the organization’s sales activities. Illustrative topics include the role of the sales manager in the divergent demands of multiple constituencies; the development of effective sales organizations; salesperson’s motivations and the development of flexible motivational plans; the variety of financial and non-financial rewards used by sales managers; forecasting sales costs and evaluating performance by person, territory, customer, market, and industry; and coordination of the sales activities with other elements in a firm’s marketing program. Prerequisite: MKT 111.

MKT 348. Management of Marketing Channels (3)

This course focuses on the design, elements, and management of marketing channels. For our purposes, a marketing channel is viewed as an interdependent, inter-organizational system involved in the task of making goods, services, and concepts available for consumption. The main emphasis of this course is on the initial design of such systems and the on-going management of relationships between system participants. Economic, social, and structural aspects of channels will be analyzed. Illustrative topics include how channel systems should be formed; an investigation of a variety of channel intermediaries, including franchise systems, distributors, retailers, intermediary “market makers,” and gray channels; the role of technology in channel relationships; the interpersonal dimensions of channel relationship management such as conflict management, minority issues, and ethics; and sales-force management, including selection, motivation, and compensation. Prerequisite: MKT 111.

MKT 360. Marketing Practicum (3)

The marketing practicum combines formal class work on marketing problem formulation and business communications with an intensive internship or consulting engagement with a business. Students work with client firms to develop individual or team projects, which focus on marketing activities such as market research, strategy development, sales management, and promotion management. Upon completion of the project, students submit a written report and make a formal presentation to clients. Prerequisites: MKT 111, MKT 311 and MKT 312.

MKT 366. Marketing of Services (3)

This course focuses on service quality issues and strategies from a customer-focused business perspective. The course gives students an appreciation of the challenges of marketing and managing services (whether in a manufacturing or service business) and develops strategies for addressing these challenges. The need for integration across functions to provide effective service is stressed. Illustrative topics include service quality gap analysis; services triangle analysis; 7 P’s for services; service-profit chain; service encounter analysis; customer lifetime value analysis; new service development process; service quality dimensions; services guarantees; and demand/ capacity management. Prerequisite: MKT 111.

MKT 371. Directed Readings (1-3)

Readings in various fields of marketing designed for the student who has a special interest in some field of marketing not covered in regularly scheduled courses. Prerequisite: consent of the department chair. May be repeated.

MKT 372. Special Topics (1-3)

Special problems and issues in marketing for which no regularly scheduled course work exists. When offered as group study or internship, coverage will vary according to the interests of the instructor and students. Prerequisite: consent of the department chair. May be repeated.

MKT 373. Marketing Internship (1)

Based on a student’s work experience, a sponsoring faculty member shall direct readings, projects, and other assignments–including a “capstone report.” It should be noted that the work experience (at least 80 hours), by itself, is not the basis for academic credit. The faculty directed activity must be provided concurrent with the work. Course registration and related arrangements must be made in advance of the work engagement. This course must be taken Pass/Fail and cannot be used to satisfy marketing major requirements. Prerequisites: MKT 111, junior standing, and department approval. May be repeated once.

MKT 387. Marketing Strategy (3)

The objective of this capstone course is to synthesize the marketing principles introduced in other marketing courses and thus provide students an integrative framework to marketing decision-making. Our review indicates that this integrative closure for the marketing coursework is a common practice at some of the better business schools. It will focus on how marketing strategy supports the overall corporate strategy. The course will emphasize that Marketing does not operate in vacuum. What is done in other functional areas will impact marketing strategy profoundly, and vice versa. The course will address traditional strategic issues such as identification of organizational strengths, weaknesses and environmental opportunities in the context of developing marketing strategies, but will also emphasize the importance of embracing a customer centric orientation throughout the organization. Incorporating a customer centric orientation is an essential component of marketing strategy today as it captures the dynamic and evolving nature of marketing. Every company employee is important to the marketing function, every employee contact with a customer is a form of marketing communication, the increasing number of customer- initiated contacts with the firm are as important as firm-initiated contacts, and customer relationships now take precedence over sales transactions. Specific emphasis will be placed on applying theoretical principles in realistic scenarios by means of case studies of how marketing strategy is impacted by the overall corporate strategy and other functional strategies. Student performance will be evaluated by his/her ability to prepare and present case analyses. Prerequisite: MKT 311, 312.

Graduate Courses

Course descriptions for the College of Business and Economics graduate courses can be found in this section (Section V) under the heading of Business and Economics Graduate Courses.

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