Students develop a deep understanding of customer centricity and its implications for the firm, learn about state-of-the-art methods for calculating customer lifetime value and customer equity and develop the analytical and empirical skills that are needed to judge the appropriateness, performance and value of different statistical techniques that can be used to address issues around customer acquisition, development and retention. Requisites: Requires prerequisite course of BCOR 2001 or BCOR 2400 (minimum grade D-). Restricted to Business (BUSN) majors with 52-180 units completed.
Explores the principles and methods of professional salesmanship with a focus on sales processes, best practices and frameworks used to organize sales efforts. Structured to include involvement from working sales professionals. Topics covered include: the role and value of professional selling in the marketing mix, ethical sales practices, sales quotas and compensation, effective sales communication, prospecting and funnel management, overcoming objections, professional sales closure and negotiation techniques. Requisites: Restricted to Business (BUSN) majors with 52-180 units completed.
Explores factors that determine size, shape and strategies of high performing sales organizations in the context of an overall go-to-market strategy. Structure includes involvement from professional sales executives. Includes overview of fundaments of professional selling, designing sales organization, sales objectives and metrics, sales analytics, sales force recruitment and selection, sales force training and education, sales force motivation and compensation. Requisites: Requires prerequisite course of BCOR 2400 (minimum grade D-). Restricted to Business (BUSN) majors with 52-180 units completed.
Covers both consumer buying behavior and organizational buying behavior. Consumer behavior topics include needs and motives, personality, perception, learning, attitudes, cultural influence, and contributions of behavioral sciences that lead to understanding consumer decision making and behavior. Explores differences between business and consumer markets, business buying motives, the organizational buying center and roles, and the organizational buying process. Required for marketing majors. Requisites: Requires prerequisite course of BCOR 2050 or 2400 (minimum grade D-). Restricted to Business (BUSN) or Advertising (ADVT) majors and 52-180 hours completed.
Explores fundamental techniques of data collection and analysis used to solve marketing problems. Specific topics include problem definition, planning an investigation, developing questionnaires, sampling, tabulation, interpreting results, and preparing and presenting a final report. Required for marketing majors. . Requisites: Requires prerequisite courses of BCOR 1020 and 2050 or 2400 (all minimum grade D-). Restricted to Business (BUSN) majors with 52-180 units completed.
Covers the what, why and how of major digital marketing approaches, including online listening and monitoring, search engine optimization, search ads, email marketing, and social media. The course is designed to launch students as digital marketing professionals and to provide experience with industry-relevant hands-on assignments and exercises. Requisites: Requires prerequisite course of BCOR 2400 (minimum grade D-). Restricted to Business (BUSN) majors.
Offered irregularly. Provides opportunity for investigation into new frontiers in marketing. Requisites: Requires prerequisite course of BCOR 2400 (minimum grade D-). Restricted to Business (BUSN) majors with 52-180 units completed.
Covers major topics in managing long-term customer relationships that derive from products. Focuses on concepts, analyses, and strategies for existing and new products. Topics include concept development and testing, conjoint analysis, product positioning, brand image measurements and brand management, and product issues in public policy and ethics. Methods of instruction include lectures, case discussions, student group papers and projects, and examinations. Required for marketing majors. Requisites: Requires prerequisite courses of MKTG 3250 and 3350 (all minimum grade D-). Restricted to Business (BUSN) majors with 52 minimum units required.
Offered regularly to examine pricing and channel management, the two key components of companys' marketing strategies. Help students to understand the common types of pricing and channel strategies, the rationales behind these strategies. Train students to think analytically in order to apply these strategies. Required for marketing majors. Requisites: Requires prerequisite courses MKTG 3250 and 3350 (all minimum grade D-). Restricted to Business (BUSN) majors with minimum 52 units completed.
Designed for those students interested in working in the service industries. Addresses the distinct needs and problems of service organizations in the area of marketing and service quality. Service organizations (i.e., banks, transportation companies, hotels, hospitals, educational institutions, professional services, etc.) require a distinctive approach to marketing strategy---both in its development and execution. Builds and expands on marketing ideas and how to make them work in service settings. Requisites: Requires prerequisite courses of MKTG 3250 and 3350 (all minimum grade D-).
Analyzes advertising and promotion principles and practices from the marketing manager's point of view. Considers the decision to advertise, market analysis as a planning phase of the advertising program, media selection, public relations, sales promotion, promotion budgets, campaigns, evaluation of results, and agency relations. Requisites: Requires prerequisite courses of MKTG 3250 and 3350 (all minimum grade D-). Restricted to Business (BUSN) majors with 52 minimum units required.
Focuses on the management of a firm's relationships with other businesses. Addresses business-to-business marketing strategies, relationships with channel members, and strategic alliances/partnerships. Topics include relationship structures, power, conflict, negotiation, industry analysis, selection of business partners, and managing for long-term stability. Requisites: Requires prerequisite courses of MKTG 3250 and 3350 (all minimum grade D-).
Social responsibilities of the business executive, business ethics, business-government relations, and business in literature. Department enforced restriction: open to seniors who have completed at least 30 semester hours of business courses with not less than a 3.30 GPA and have instructor consent. . Requisites: Requires prerequisite course of BCOR 2400 (minimum grade D-).
Offered irregularly to provide opportunity for investigation of new frontiers in Marketing. Requisites: Requires prerequisite courses of MKTG 3250 and 3350 (all minimum grade D-). Restricted to students with 57-180 credits (Junior or Senior).
Capstone marketing course that integrates and further develops what students have learned in other courses. Provides students with the insight and skills necessary to formulate and implement sound socially responsible marketing strategies, product line management strategies, promotional and product/service communication strategies, pricing, and distribution strategies. Required for marketing majors. Requisites: Requires prerequisite courses of MKTG 4250 and MKTG 4300; or MKTG 4250 and MKTG 4550; or MKTG 4300 and MKTG 4550 (all minimum grade D-). Restricted to senior Marketing (MKTG) majors with 102 to 180 units completed.
Studies the nature and determinants of consumer buying behavior. In-depth investigation of contributions of behavioral sciences (especially psychology, sociology, and cultural anthropology) toward understanding consumer behavior. Influence of demographic factors, motivation, personality, culture, and purchasing behavior. Instructor consent required.
Provides a detailed exposure to the design of laboratory/field experiments and quasi-experiments for marketing and consumer research. Emphasizes the choice of design options, data collection methods, statistical analysis, and substantive interpretation of experimental results.
Includes Manova designs, causal models, cluster analysis, discriminant function analysis, factor analysis, and latent structure analysis. Emphasizes computer applications. Department enforced prereqs., graduate courses in regression and Manova.
Detailed exposure to qualitative and survey research methods in business. Qualitative methods include participant observation, depth interviews, focus-group interviews and ethnography. Survey methods include measurement theory, survey design and sampling, survey implementation, data analysis, and substantive interpretation.
