Marketing

Associate Professor: Mack Bean
Lecturers: David Genest

Mission and Learning Outcomes of the Marketing Program

The mission of the Marketing program is to develop the knowledge and skills necessary for graduates to effectively develop,price, promote and distribute earth-friendly, world-class quality products/services that satisfy the needs and wants of consumers andorganizations.

The program has the following intended learning outcomes:

  • Students will analyze the internal and external environment, including global and ethical perspectives, via appropriate informationsources when making marketing decisions.
  • Students will distinguish how to develop, distribute, price, and promote quality products that integrate sustainable business practices.
  • Students will distinguish consumer and organizational buyer behavior.
  • Students will demonstrate effective business writing skills.

Students are provided opportunities throughout the program to apply learning outcomes to real world experiences such as internships,the Small Business Advisory Group, Enactus, and other experiential learning situations.

Majors, Minors and Certificates

Courses

MK201: Principles of Marketing

Credits 3
Integrates the various facets of marketing from research and planning to challenges faced in product development, distribution, pricing, and promotion of goods and services. Through in-class activities, students will view marketing problems and opportunities from different perspectives, and will practice applying marketing principles to an original product. Fall/Spring

MK214: Consumer Behavior

Credits 3

Focuses on the study of individuals, groups, organizations, and the processes they use to select, secure, use, and dispose of products. Prerequisite: completion of or simultaneous enrollment in GLE110.

MK299: Independent Study in Marketing

Credits 2 3
Independent Study in Marketing (2-3 credits). Each offers an opportunity to explore an area of study not included in the catalog listing of approved courses. The topic of an Independent Study should be selected and carefully designed by the student and faculty sponsor, and must meet with the approval of the Dean or Dean’s designee. Normally, the student will be expected to have a cumulative grade point average of 3.00 and possess the appropriate background and interest to pursue the proposed area of study. A “Proposal for Independent Study” form may be obtained from the Registrar or from the School of Business. Independent Study courses are assigned numbers of 299, 399 or 499, depending on the level of the course.

MK304: Advertising

Credits 3

Study of the discipline’s components: creative, media, research and account work. During the course of the semester students develop an advertising campaign. Prerequisite: MK201. Spring

MK317: Logistics Supply Chain Management

Credits 3

An introduction to concepts, practices, and current issues associated with distribution and logistics. Distribution channels, supply chain management, transportation systems, technological advances, global trends and opportunities are explored. Prerequisites: MK201, MN201.

MK333: Marketing Research

Credits 3
A study of basic marketing and social science research concepts and practices: research design, sampling, survey, observation and experimental research practices, data collection and analysis. Prerequisites: junior class standing. Fall

MK335: Public Relations

Credits 3
Public relations are a significant component of a market communication plan, and are often used to introduce new products/services before significant advertising expenditures occur. This course explores options and strategies organizations and celebrities can pursue for the purpose of building goodwill, education, issues management, and crisis management for all stakeholders. Prerequisites: Junior class standing, or permission of instructor. Fall, odd years

MK350: E-commerce

Credits 3
Exposes students to E-commerce from a managerial perspective. The course has been designed for students with little or no programming experience. E-commerce topics such as Internet technology, e-Business models, on-line monetary transactions, security, marketing, cyber law, and taxation are presented. This knowledge base will help potential leaders make sound decisions in an electronic world. Prerequisite: Junior class standing, or permission of the instructor. Spring

MK360: Mobile Marketing

Credits 3

Mobile marketing is a disruptive force facing marketing decision makers, who are increasingly allocating more resources to this phenomenon. Students interested in new media and digital marketing will develop skills and knowledge that include effective mobile design, app marketing, mobile search, mobile advertising, augmented and virtual realities, location-based devices and beacons, near field communications, mobile payment systems, and mobile analytics. Prerequisite: MK201

MK390: Internship in Marketing

Credits 2 3
The opportunity to gain experience in the administration of profit or non-profit organizations. The internship typically is completed during the junior or senior year but can be completed earlier with the approval of the academic advisor. The internship should be arranged with the assistance of the major internship advisor. An agreement is drawn up and approved by the student, the proposed employer, and the major internship advisor. Internships require a minimum of 55 hours of on-the-job work for each hour of credit. Evaluation is made by the major internship advisor and in consultation with the employer. Prerequisites: junior class standing permission of the academic advisor and the Dean or Dean’s designee.

MK391: Internship in Marketing

Credits 2 3

May be taken when an unusual level of job responsibility, such as being in sole control of a business for an extended time, or other unique learning opportunity is encountered which would warrant additional credit above that granted for MK390. The granting of more than 3 credits for one internship will be a rare occurrence. In some instances, when deemed appropriate by the academic advisor and the Dean or Dean’s designee, a second internship, which is entirely different than that pursued under MK390, may be taken. Prerequisite: MK390

MK395: Advanced Internship in Marketing

Credits 4
The Advanced Internship follows the same guidelines as the MK390 Internship. However, research criteria (applicable to each internship situation) provided by the internship advisor are also included for an additional 1 credit. Students who elect the Advanced Internship must also meet College Honors requirements.

MK399: Independent Study in Marketing

Credits 2 3
Independent Study in Marketing (2-3 credits). Each offers an opportunity to explore an area of study not included in the catalog listing of approved courses. The topic of an Independent Study should be selected and carefully designed by the student and faculty sponsor, and must meet with the approval of the Dean or Dean’s designee. Normally, the student will be expected to have a cumulative grade point average of 3.00 and possess the appropriate background and interest to pursue the proposed area of study. A “Proposal for Independent Study” form may be obtained from the Registrar or from the School of Business. Independent Study courses are assigned numbers of 299, 399 or 499, depending on the level of the course.

MK474: Marketing Mgmt for a Green Economy

Credits 3

Business organizations are quickly developing green business strategies, while consumers are increasingly demanding quality products that ensure a healthy planet. The course presents product, pricing, distribution and promotional strategies that are applicable to green marketing initiatives and that balance business profitability with buyer affordability. Prerequisites: MK201, senior class standing, Marketing major or minor or permission of instructor. Spring

MK495: Sr Independent Project Marketing

Credits 4
The student will develop a project arranged with the assistance of the major advisor and the approval of the Dean or Dean’s designee. Projects include a thesis, business plan, or other significant research project. Prerequisites: senior class standing; declared major in the School of Business or permission of the Dean or Dean’s designee.

MK499: Independent Study in Marketing

Credits 2 3
Independent Study in Marketing (2-3 credits). Each offers an opportunity to explore an area of study not included in the catalog listing of approved courses. The topic of an Independent Study should be selected and carefully designed by the student and faculty sponsor and must meet with the approval of the academic advisor and the Dean or Dean’s designee. Normally, the student will be expected to have a cumulative grade point average of 3.00 and possess the appropriate background and interest to pursue the proposed area of study. A “Proposal for Independent Study” form may be obtained from the Registrar or from the School of Business. Independent Study courses are assigned numbers of 299, 399 or 499, depending on the level of the course.