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)	20180	M/W 6-9:00pm	RB 171	Second	Maskulka
111-011*	Principles of Marketing (3)	20487	Online		Full	Kuchta
311-010	Buyer Behavior (3)	20262	M/W 6-9:00pm	RB 271	First	Gallant
312-010	Marketing Research (3)	20182	M/W 6-9:00pm	RB 151	Second	Surovcik
360-010	Marketing Practicum (3)	20515	Hours Arranged		First	Maskulka
371-010	Directed Readings (1-3)	20265	Hours Arranged		First	Maskulka
371-011	Directed Readings (1-3)	20183	Hours Arranged		Second	Maskulka
372-010	Directed Readings (1-3)	20513	Hours Arranged		First	Maskulka
373-010	Marketing Internship (1)	20263	Hours Arranged		First	Maskulka
373-011	Marketing Internship (1)	20184	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.

 

311.  Buyer Behavior: 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 211.

 

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.

 

360.  Marketing Practicum:  The marketing practicum combines formal classwork 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 211, MKT 311 and MKT 312.

 

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.

372. Directed Readings: 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.

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.

 

*Blackboard is the online course management system used at Lehigh.  Access to Blackboard requires a Lehigh computing account.

*Elluminate is a web-based conferencing tool that allows professors to hold live sessions with the class.  Students must have speakers and a microphone or a headset to participate.