Marketing
MKT 551 Marketing Management: Principles and Institutions. An accelerated learning course covering the principles of marketing in sufficient depth to provide a background for MBA-level marketing studies. Two credits.
MKT 651 Marketing Management. Focuses on developing an understanding of the role of markets and marketing in the macroeconomic environment, and on providing marketing managers with the knowledge and tools they will need to successfully analyze product markets and develop marketing strategies that will provide sustainable competitive advantage. Prerequisites: MKT 551 or equivalent. Offered fall and winter semesters. Three credits.
MKT 652 E-tailing, Retailing, and Direct Marketing. Enables students to benefit from the e-commerce explosion. Focus is on traditional retail strategy elements including place, product, promotion, pricing, buying, and selling on line and on ground, relationship marketing, partnerships and supply chain management, global challenges, and dynamics for implementing e-commerce strategies. Exploration of the new power of information flows. Prerequisite: When taken as part of the E-Commerce Certificate Program, this course will co-requisite with MKT 654, MKT 661 and MGT 668. Offered on demand. Three credits.
MKT 653 Analysis of Distribution Systems. In-depth examination of the fundamental structure of distribution systems in the U.S. economy. Emphasis on channels of distribution, transport, modes, reseller systems, physical distribution management, and current policy issues. Prerequisite: 651 or permission of instructor. Three credits.
MKT 654 Marketing Strategy in the New Economy. Provides insights into the process of developing strategic plans and operations to improve competitive position. Focuses on mission and goal developments for tomorrow's challenges. Exposes students to Internet tools for researching environmental change in society, economies, and customer preferences. Develops strategies for handling changes in the competitive environment. Prerequisite: When taken as part of the E-Commerce Certificate Program, this course will co-requisite with MKT 652, MKT 661 and MGT 668. Offered on demand. Three credits.
MKT 655 Promotional Strategy. Provides students with an understanding of the communications process as it applies to advertising and other areas such as product symbolism, packaging, pricing, channels and personal selling. Students are required to apply basic concepts in determining the objectives of a communications-promotion program, establishing the relative roles of personal selling and advertising, building an advertising campaign and determining the program budget. Prerequisite: 651. Three credits.
MKT 658 International Marketing. Introduces a conceptual framework that enables the student to identify and better understand the dimensions which are operative within a global marketing environment. Explores the relationship between these dimensions and specific elements of a marketing program. While the course does not dwell on exporting per se, reasonable coverage is given to factors affecting the development of exporting activities. Prerequisite: 651. Three credits.
MKT 660 Marketing Research and Analysis. An examination of marketing information needs and resources including the collection and dissemination of primary and secondary data and the cost-benefit consequences of all information gathering procedures. Topics include problem definition, research design, sampling techniques, data collection, analysis, etc. The emphasis is on conceptualizing, conducting, and evaluating marketing research. Prerequisite: 651. Three credits.
MKT 661 Internet Marketing. Focus includes dimensions of the Internet (www, e-mail and usenet), users and uses, capabilities and limitation, web site design, and acquiring an understanding of the forces and trends that are shaping marketing through new technologies. Students will hone Internet research skills and design and Internet marketing strategy for an organization. Prerequisite: When taken as part of the E-Commerce Certificate Program, this course will co-requisite with MKT 652, MKT 654 and MGT 668. Offered on demand. Three credits.
MKT 667 Reading in Marketing. This course focuses on reading and discussing non-academic contemporary books which directly or tangentially address marketing related issues. While a few of the books are chosen by the instructor, students are given wide latitude in making their own book selections and in bringing books to the attention of the class. Offered alternate years. Three credits.
MKT 680 Current Topics in Marketing. In-depth analysis of selected current topics and problems in marketing. Content will vary from term to term among the many subareas of marketing management, physical distribution, systems analysis/design, application, model building and theory. Prerequisite: 651. Three credits.
MKT 699 Independent Study. Independent research in the student's area of interest, supervised by a member of the Seidman faculty and culminating in a written and oral report. Written permission of supervising faculty required. One to three credits.
