2009-2010 Undergraduate Catalog

All programs offered by the Foster College of Business Administration, Bradley University, are accredited by the AACSB International: The Association to Advance Collegiate Schools of Business.

Marketing Course Descriptions

Introduction to various marketing careers as they relate to key issues in marketing; new product development, advertising, customer service, marketing research, public relations, distribution/logistics, professional selling and retail management. An emphasis is placed on experimental learning and the development of presentational, team building, and other marketing-related skills. Prerequisites: freshmen or sophomore standing only; or consent of department chair.

Conducting background research, developing an effective marketing presentation, exposure to presentation software packages, and making oral marketing presentations; sales presentations, background information on specific companies, competitive analysis, target market presentations, presentation of a marketing plan. Prerequisites: COM 103; marketing majors only; sophomore or junior standing only; or consent of department chair.

Selling-buying process. Selling strategies from the perspective of a professional customer problem-solving approach. Practical exposure to selling concepts, problems, and techniques in a variety of selling situations. Prerequisite: junior standing.

Examines the inbound system of materials management and procurement and the outbound system of distribution channels and customer service. Includes the trade-off between cost and service; the warehousing and control of inventory; industrial packaging; materials handling; order processing; and the distribution of finished goods to customers. Prerequisites: junior standing.

Elements of a comprehensive marketing plan and their interrelationships. Determination of product, pricing, promotion, and channel strategy: analysis, planning, and control of marketing strategy in a socially and ethically responsible manner. Emphasis on improving decision making in a dynamic external environment. Prerequisites: junior standing or 42 credit hours and declared marketing first major.

Examination of the increasing use of marketing techniques in the financial services industry and the changing environment of financial services. Course is structured around the core marketing principles of buyer behavior, segmentation, product development, distribution, pricing, and promotion, as well as topics such as relationship marketing, customer loyalty, and technological developments. Designed for students with an interest in banking, insurance, securities, and other financial services industries. Cross-listed with FIN 330. Prerequisites: FIN 322, MTG 315.

Systematic gathering, recording, and analysis of data related to marketing of goods and services. Choice of research design, methods of data collection, survey sampling, analysis and interpretation of data, and preparing the research report. Prerequisites: QM 263 or consent of department chair; MTG 315.

Marketing decisions, strategies, and operations of companies in international business. Elements of an integrated global marketing program. Foreign market potential analysis; alternative entry and expansion strategies; standardization vs. adaptation of product and promotion strategies; pricing, distribution, and sourcing strategies in global operations. Prerequisites: MTG 315. A student may not receive credit for both MTG 346 and IB 407 and 408.

Behavioral science concepts applicable to the understanding of consumer decision making: personality, perception, and group and cultural influences. How these concepts can be used to develop more effective marketing strategies. Prerequisite: MTG 315.

Managerial aspects of pricing and product policies and strategies. Methods used and factors considered in developing and updating product line and pricing decisions in industrial and consumer products. Pricing and product line objectives, product planning and evaluation, establishing product line distribution, environmental factors affecting product and pricing strategies, and quantitative aspects of product line and pricing decisions. Prerequisites: QM 262, MTG 315.

Economic, managerial, and behavioral dimensions of marketing channels; interdependency of channels and other elements of marketing mix; roles of control relationships in channel systems; importance of physical distribution to effective functioning of channels; managerial tools used in measuring and controlling channel activities. Prerequisite: MTG 315.

Introduction to advertising and promotions management from an integrated marketing communications perspective. Promotional techniques: advertising, sales promotion, direct marketing, publicity/public relations, personal selling, point-of-purchase communications. Techniques explored through the context of planning, developing, and implementing comprehensive promotional campaigns. Regulatory, social, and economic factors that influence the firm�fs promotional activities. Prerequisites: MTG 315.

Analysis of sales management and decisions made by the sales force manager. Structure and organization of the sales force; nature of the sales job; selling in marketing theory; selection of sales personnel; sales training program; problems in compensation, supervision, and stimulation of sales personnel; analysis of territories and customers; sales forecasting and quotas; ethical problems in sales management; evaluating sales performance. Prerequisite: MTG 304 or MTG 315.

Retailing from the management perspective. Emphasis on retail policies and organization, operation of buying and selling functions, merchandise control, store systems, personnel management, retail accounting, and expense control. Prerequisite: MTG 315.

Topics of special interest which may vary each time course is offered. Topic stated in current Schedule of Classes. May be repeated, for up to 6 hours credit in nonredundant topics. Prerequisites: MTG 315, junior standing, and consent of department chair.

Advanced study of professional selling techniques focusing upon specific knowledge areas and skills that contribute to competitive advantage, long-term customer relations, and customer satisfaction. Emphasis is placed upon students developing functional sales experiences, both individually and in group settings. Prerequisites: MTG 304.

In-depth, strategic perspective on advertising management. Students will learn how to manage, facilitate, and direct the advertising function. A special emphasis will be placed on developing advertising strategies. The case method will be used with real-world situations. Prerequisites: MTG 315.

In-depth analysis of the issues that face marketers in service organizations such as banks, hospitals, hotels, airlines, and nonprofit institutions. Unique aspects of services marketing strategy development. Prerequisites: MTG 315.

Comprehensive examination of nature, structure, and distinguishing characteristics of marketing to and between organizations. Unique aspects of organizational decision-making and buying from the seller�fs perspective. Exploration of requirements to manage strategy development, interfirm relationships, e-commerce, and innovation processes in firms marketing to organizations. Prerequisites: MTG 315 or consent of department chair.

Field experience in marketing. In-depth practicum in a variety of local community service and nonprofit organizations. Use of services marketing principles to solve applied problems. May be repeated for a maximum of 3 hours credit. Pass/fail. Prerequisites: MTG 315, 410; consent of department chair.

Students consult an area business on marketing research projects addressing the firm�fs problem areas. Emphasis on practical use of concepts and tools presented in MTG 341. Prerequisite: MTG 341.

Systems and information needs of marketing management. Emphasis on integration of tools of information systems with knowledge of marketing in formulating and solving marketing problems. Impact of marketing decisions on key performance measures illustrated by cases, marketing models, and simulation. Prerequisites: MTG 315, 341; senior standing.

Studies or research undertaken by well-qualified, advanced students under the guidance of a faculty member. Prerequisites: consent of department chair.

Advanced marketing or sales student experience in the field of professional selling. Both practical and academic components are included. The practical component will often take the form of an in-depth study of a sales-related topic, an experience in sales with a company, a research project, a sales simulation, or a blend of these or other elements that will be tailored to each individual student�fs needs. Repeatable up to 3 hours. Prerequisites: Permission of department chair; MTG 304.