University of Dayton
Academic Catalog 2014-15

Marketing

Courses

MKT 300. Survey of Marketing. 3 Hours

Survey of marketing for non-marketing majors. Course introduces students to market and environmental analysis, marketing strategy and links with corporate strategy, market segmentation, organizational and consumer markets, and marketing mix (product, price, promotion, distribution). Prerequisite(s): Non-business majors only; sophomore standing.

MKT 301. Principles of Marketing. 3 Hours

The general principles and practices underlying the processes of marketing. Analysis of the environmental conditions of manufacturers, wholesalers, retailers, and other marketing agencies. Prerequisite(s): Business majors only; sophomore standing.

MKT 301H. Principles of Marketing. 3 Hours

The general principles and practices underlying the processes of marketing. Analysis of the environmental conditions of manufacturers, wholesalers, retailers, and other marketing agencies. Prerequisite(s): Business majors only; sophomore standing.

MKT 310. Principles of Selling. 3 Hours

The nature of selling, explored through the practical application of buying motives and selling techniques. Projects and role-playing to experience the preparation, closing, and post-purchase phases of selling. Prerequisite(s): MKT 300 or MKT 301.

MKT 315. Retail Marketing. 3 Hours

Survey of the development of retailing and the impact of consumer behavior, fashion, computers, and other innovations. Structural organization, location, and layout. Merchandising operations including planning of sales, purchases, stock control, markup, and expense control. Prerequisite(s): MKT 300 or MKT 301.

MKT 330. Services Marketing. 3 Hours

Basic concepts of services marketing including discussion of marketing concepts and their management implications in services organizations, the scope of ethics and social responsibility at the national and global levels, and how the external environment, both domestic and international, influences organization strategy. Prerequisite(s): MKT 300 or MKT 301.

MKT 340. Multicultural Marketing Analysis. 3 Hours

Study of basic concepts and theories of multicultural marketing. Students acquire basic understanding of culture, awareness of cultural differences, and appreciation of importance of cultural adaptation for marketing program, especially as related to development of marketing systems. Prerequisite(s): MKT 300 or MKT 301.

MKT 341. Business-to-Business Marketing. 3 Hours

Concepts and analytical procedures associated with marketing to business. Business consumer and competitor analysis, marketing information systems, marketing research, and demand forecasting. Strategy development in product, promotion, distribution, and pricing with focus on manufacturers of business products. Prerequisite(s): MKT 300 or MKT 301.

MKT 350. Digital Marketing. 3 Hours

Comprehensive study of the internet as a marketing channel and as an economic and social phenomenon. Emphasis is on role of internet in firm's overall marketing efforts, especially marketing mix, target markets, and external environment; principles of e-commerce; and application of course knowledge in a managerial and decision-making context. Prerequisite(s): MKT 300 or MKT 301.

MKT 350H. Digital Marketing. 3 Hours

Comprehensive study of the internet as a marketing channel and as an economic and social phenomenon. Emphasis is on role of internet in firm's overall marketing efforts, especially marketing mix, target markets, and external environment; principles of e-commerce; and application of course knowledge in a managerial and decision-making context. Prerequisite(s): MKT 300 or MKT 301.

MKT 405. Consumer Behavior. 3 Hours

Comprehensive study of buyer decision making which offers insight into the buyer-seller relationship. Application of theories from psychology and social psychology to investigate the behavior of industrial and consumer buyers. Prerequisite(s): MKT 300 or MKT 301.

MKT 406. Marketing Channels. 3 Hours

Study of the place element of the marketing mix. A focus on the relationships among manufacturers, wholesalers, and retailers. Channel structure and design including franchising. Prerequisite(s): MKT 300 or MKT 301.

MKT 411. Sales Management. 3 Hours

The structure of the sales organization; determination of sales policies; selection, training, and motivation of salespersons; establishing sales territories and quotas. Prerequisite(s): (MKT 300 or MKT 301); MKT 310.

MKT 411H. Sales Management. 3 Hours

The structure of the sales organization; determination of sales policies; selection, training, and motivation of salespersons; establishing sales territories and quotas. Prerequisite(s): (MKT 300 or MKT 301); MKT 310.

MKT 412. Advanced Selling Skills in High Technology Industries. 3 Hours

This course is focused on expanding the depth and breadth of the students' knowledge of the professional selling process, so that they can develop a much deeper understanding of Business-to-Business (B2B), Consultative Selling in High Technology Industries, with a significant emphasis placed on the Complex or Major Sale. Prerequisite(s): MKT 310.

MKT 413. Value Analysis in Major Sales Engagements. 3 Hours

According to Neil Rackham, author of “SPIN Selling”: “Today, sales forces that simply communicate value to the customer are doomed to fail. Sales must begin to create value for the customer, in order to survive.” In this course you will learn how to define and begin the process of investigating and determining three types of value for the customer: Financial Value, Business Value and Personal Value. We will then learn how to further develop and quantify each type of value for the customer. Once we have created the value for the customer, we will focus on how to articulate and present this value to the customer by “selling with impact”; to close the sale, win the business and enhance the long-term Customer Partnering Relationship. Prerequisite(s): MKT 310.

MKT 420. Entrepreneurial Marketing. 3 Hours

Study of the techniques used to profitably identify and fill customers' needs when operating within a limited budget during the early stages of a start-up or in a small to medium sized firm. Course strives to develop skills in applying basic marketing principles and high impact sales and promotion techniques in integrated manner to produce a practical, cost-effective action plan for start-ups and smaller companies. Also listed as MGT 420. Prerequisite(s): MKT 300 or MKT 301.

MKT 421. Advertising. 3 Hours

Nature and scope of advertising, social and economic aspects, role of research, creative strategy, media planning and selection, coordination with other marketing efforts. Prerequisite(s): MKT 300 or MKT 301.

MKT 428. Promotion Management. 3 Hours

Integration course to familiarize marketing students interested in promotion and marketing communication with tools necessary for the development, implementation, and management of promotional programs. Focus on management and coordination of advertising, personal selling, publicity and public relations, sales promotion, and collateral materials. Prerequisite(s): MKT 300 or MKT 301.

MKT 430. Brand Management. 3 Hours

This highly interactive course is a hands-on, practical exploration of product, service, and enterprise-wide brand building and management. The course is structured along the daily responsibilities and challenges faced by brand/marketing managers. As such, the course will provide experience with proven strategies for building successful brands in the competitive marketplace, the decisions and options faced by brand managers, and the tools to effectively manage brands. It covers topics such as product management, branding, brand equity, integrated branding strategies, brand positioning, perceptual mapping and long term brand management. Prerequisite(s): MKT 300 or MKT 301.

MKT 435. New Product Development. 3 Hours

Investigation and analysis of the new product development process, the management of a product through its life cycle, and the importance of the price variable in the product management process. Prerequisite(s): MKT 300 or MKT 301.

MKT 436. Marketing Intelligence. 3 Hours

This course provides an examination of how consumer marketing is evolving in the context of consumer behavior analysis, personalized marketing channels, and computer automation tools. The focus is on analyzing personalized consumer marketing based on consumer behavior. Prerequisite(s): MKT 300 or MKT 301.

MKT 437. Advanced New Product Development. 3 Hours

Study of the role of new product development in driving marketing success for firms. This course is designed to help students develop an understanding and appreciation of the difficulties and challenges of designing, developing, and launching new products. Prerequisite(s): MKT 435.

MKT 440. Global Marketing. 3 Hours

Emphasis on understanding global marketing environments, developing skills of global market analysis, designing and developing appropriate marketing strategies for global markets, decision making in global marketing. Prerequisite(s): MKT 300 or MKT 301.

MKT 445. Special Topics in International Marketing. 3 Hours

Study abroad program. Subject varies from time to time. May be taken more than once if topic changes Prerequisite(s): Junior standing.

MKT 450. Buyer Behavior & Market Analysis. 6 Hours

Integration of theoretical components of buyer behavior and marketing research. Emphasis placed on how marketing managers use concepts from these bodies of knowledge to make better decisions. Topics include common processes and methods of contemporary market research, analysis of purchase decisions, market research techniques used to gather information about purchase decisions, and use of information to formulate and implement a marketing strategy. Prerequisite(s): DSC 211; MKT 301; Marketing major; junior standing.

MKT 455. Marketing Planning & Strategy. 3 Hours

Integrative course in marketing with emphasis on managerial decision making. The course is designed around a strategic marketing planning approach with a clear emphasis on how to do strategic analysis and marketing planning. Prerequisite(s): ACC 207, ACC 208; MKT 450; Marketing major.

MKT 491H. Honors Thesis. 3 Hours

Selection, design, investigation, and completion of an independent original research thesis under the guidance of a departmental faculty member. Restricted to students in the University Honors Program with permission of the director of the program and the departmental chairperson.

MKT 492H. Honors Thesis. 3 Hours

Selection, design, investigation, and completion of an independent original research thesis under the guidance of a departmental faculty member. Restricted to students in the University Honors Program with permission of the director of the program and the departmental chairperson.

MKT 494. Special Topics in Marketing. 3 Hours

Subject varies from time to time. May be taken more than once if topic changes. Prerequisite(s): Vary by topic.

MKT 497. Internship for General Elective Credit. 1-3 Hours

Practical work experience associated with career development and career exploration. See internship coordinator for details. Permission of department chair or designee required. Prerequisite(s): MKT major; junior standing; overall gpa of 2.7 or higher; permission of internship coordinator.

MKT 498. Cooperative Education. 1-3 Hours

Optional full-time work period off campus alternating with study period on campus. (See Chapter X; consult Cooperative Education Office for details.) Permission of chairperson or designee required. For general elective credit only. Prerequisite(s): MKT major; overall gpa of 2.7 or higher.

MKT 499. Independent Study in Marketing. 1-3 Hours

Study of one or more specific aspects of the marketing process with emphasis on individual reading and research. Subject matter to be determined by the instructor on the basis of interest and need of the student. Enrollment limited. Permission of chairperson or designee required. Prerequisite(s): MKT 301; MKT major; senior standing; permission of department chairperson.