Marketing Courses

MK 5025. Foundations of Marketing (3) Students enrolled in the Health Care Leadership program or focus only. Course examines the role of marketing in business strategy and planning. It covers marketing practices such as market research, environmental and competitive analysis, market segmenting and targeting, brand positioning and pricing. It also covers integration of marketing communications including advertising, promotion, publicity and sales ? both online and traditional media. The course also covers product management in new, growing, mature and declining markets, both domestically and globally.

MK 6100. Marketing Management (3) Course explores the application of marketing principles in the development of marketing policies, strategies and plans. This course has a managerial orientation and uses an analytical approach. The course draws heavily on the rich findings in the behavioral sciences, management theory and economics. Students will learn about the universal applications of marketing concepts to consumer, business and government markets, profit and nonprofit organizations, domestic, foreign and international companies, and both large and small firms. Topics include analysis of market opportunities, segmentation and planning, product mix and development strategies, pricing, distribution and sales. Prerequisite: MK 3000.

MK 6300. Marketing Strategy and Planning (3) Course examines marketing management in the organization and its links to the overall corporate mission and strategy is examined. Concepts and techniques for environmental scanning, analysis of markets for opportunity, and design of marketing programs are also addressed. Prerequisite: MK 6100 or equivalent (MG 6101).

MK 6350. Advertising and Promotions (3) Course explores the factors influencing promotion strategies from the perspective of a promotion manager. Students learn to design advertisements and promotions within a context of an Integrated Marketing Communication Perspective. This course builds proficiency in the effective use of oral and written communications, nonverbal communications, listening skills, music, theatre, art and other techniques for conveying a message to selected target audiences. Students develop an appreciation for how advertising, sales promotions, public relations, personal selling, direct marketing, and the Internet are used as components of an organization's overall marketing plan. Prerequisite: MK 6100.

MK 6400. Consumer Behavior (3) Course examines salient features of consumer decision processes and consumption patterns. Students analyze the principal factors influencing consumer decisions such as socioeconomic variables, family and cultural background and individual attitudes. This course applies the research conducted by behavioral scientists to the field of marketing. Students will study the research conducted by psychologists, sociologists, social psychologists, economists, cultural anthropologists, human ecologists, demographers, historians and other scientists. Prerequisite: MK 6100 or equivalent (MG 6101).

MK 6500. International Marketing (3) Course examines marketing in foreign countries in terms of controllable and uncontrollable factors such as economic, cultural, geographic, legal and political issues that face the manager. Special emphasis is placed on the examination of unique marketing barriers present in an international environment. Prerequisite: MK 6100 or equivalent (MG 6101).

MK 7000. Marketing Strategy (3) Executive Fellows Program only. Course is divided into two modules. Module A occurs in Semester 2 and has each student study the analyses needed to support the marketing strategy process that exists within his or her own firm. The analyses include the customer, the industry, the competition, and the firm itself. The module closes with each student reporting on the market analysis for a product within his or her own firm. Module B, in parallel with MG 7300 in Semester 3, has each student develop and report a marketing plan for the product that he or she analyzed in Module A. The plan emphasizes creation, critique, and choice within an integrated marketing strategy. The module closes with each student critiquing the proposals of its members.