Marketing (MKT) - For a syllabus or more detailed course information, please contact the department

at 610-758-4743.

Course Listings

Course#        Course Title (Credit Hours)               CRN      Day/Time             Location  Session  Instructor

111-010	Principles of Marketing (3)	20188	T/Th 6-9:00pm	RB 171	First	Gallant
111-011	Principles of Marketing (3)	20738	Online		Second	Gallant
312-010	Marketing Research (3)	20511	M/W 6-9:00pm	RB 251	Second	Surovcik
320-010	Global Marketing (3)	20512	M/W 6-9:00pm	RB 151	Second	Maskulka
371-010	Directed Readings (1-3)	20193	Hours arranged		First	Maskulka
371-011	Directed Readings (1-3)	20513	Hours arranged		Second	Maskulka
373-010	Marketing Internship (1)	20192	Hours arranged		First	Maskulka
373-011	Marketing Internship (1)	20514	Hours arranged		Second	Maskulka

Course Descriptions

111. Principles of Marketing:  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.

 

312.  Marketing Research:  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 145 and MKT 211.

 

320.  Global Marketing:  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 211 or MKT 111

371.  Directed Readings:  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.

373. Marketing Internship: A sponsoring faculty member shall direct readings, projects, and other assignments including a comprehensive final report in conjunction with an industry-sponsored internship. The work experience itself, whether paid or unpaid, is not the basis for academic credit. Intellectual development in the context of a field study learning experience will be the determining factor in awarding academic credit. This course cannot be used to satisfy requirements of the Marketing major. Prerequisite: Consent of the department chair and junior standing in the College of business and Economics and Marketing declaration.