Marketing Major

Requirements: 5 courses / 15 credits (30 ECTS)

 

Analyzes the theories and models of consumer behavior and examines the decision-making processes of individuals and households in obtaining and using goods and services. The course explores how consumers select, purchase, and use products and services, what influences their behavior, and what the implications are for developing marketing research. The course also explores the demographic differences of individual consumer groups and the cultural context of consumer behavior in a global economy. Prerequisite(s): GE105, GE106, BUS320; Co-requisite(s): GE115 Credits: 3

Introduces students to the theory, applications and practices of marketing research. Topics include the development of marketing research plans; the significance of marketing research to business organizations; the application of marketing research techniques to marketing policies and planning. How information is used to identify marketing opportunities and problems, and to generate, refine, and evaluate marketing actions and performance are also covered. Prerequisite(s): GE105, GE106, GE115, BUS240, BUS320, MK330 Credits: 3

Digital marketing is a development of marketing communications. As such, the course focuses on understanding the effect of technology on marketing strategy and practice. The course provides an understanding of the basic digital marketing tools including: e-mail marketing, newsletter release, application and development of social media tools, Search Engine Optimization (SEO), and digital content management in creating marketing decision making. Finally, the course focuses on using digital marketing tools in formulating effective and efficient company–customer quality relationships.Prerequisite(s): GE105, GE106, GE115, BUS320, MK330 Credits: 3 

 

Enables students to recognize pertinent principles of marketing and apply them within a managerial decision-making environment. The course examines the marketing planning process, strategic marketing, and the effective implementation of marketing plans. The course also integrates the principles of advertising, retailing, sales, and research, in relation to the marketing mix in order to establish an overall framework for effective management at all levels of marketing functions. Prerequisite(s): GE105, GE106, GE115, BUS305, BUS320, MK330, MK350, MK390 Credits: 3

 

Introduces students to marketing operations in foreign markets, as well as to the cultural, political, and economic factors affecting the international marketer. The course focuses on marketing planning and strategies in the world marketplace, and the impact that different cultures and environments have on business marketing activities and on the competitive position of a firm in the global economy. The course also discusses issues involved in creating, producing, pricing, and distributing products and services to an international consumer or an enterprise. Prerequisite(s): GE105, GE106, GE115, BUS320, MK330, MK350, MK390, MK440 Credits: 3

Electives: Select 3 courses / 9 credits (18 ECTS)

 

Introduces students to the distinct thought and application of services marketing. Focuses on issues of service design, service quality, service recovery and the special characteristics of services offerings and clients. Enables students to develop academic understanding, and technical skills in marketing service offerings.Prerequisite(s): GE105, GE106, GE115, BUS320, MK330 Credits: 3

 

Provides thorough coverage of the pre-eminent importance of the business-to-business marketing activities for producers and distributors of all classes of goods and services. Explores the nature of organizational markets, the practices of purchasing decision-makers in a wide range of business contexts, and the nature of the relationships developed and nurtured. Highlights the differences between industrial and consumer marketing and offers students knowledge of the tools and concepts of business-to-business marketing. Prerequisite(s): GE105, GE106, GE115, BUS320, MK330 Credits: 3

Introduces students to the concepts of public relations as well as to advertising techniques used by businesses to promote their products. Topics to be discussed include the history, philosophy, theories of public relations, and how public relations constitute an important function of business enterprises. The second part of this course analyzes the nature and scope of advertising and its place within marketing strategies as well as its importance in management decision-making. Prerequisite(s): GE105, GE106, GE115, BUS320, MK330, MK390 Credits: 3

Provides an overview of the retailing industry in a dynamic and changing environment. Examines changing customer demographics and needs, shopping behaviors, and how retailers are reacting to satisfy these changes. Topics covered include retailing decision-making process, pricing, store operation and management, merchandise assortment and pricing, store location and layouts, advertising and sales communication, consumer analysis, retail information systems, and retailing accounting and control. Prerequisite(s): GE105, GE106, GE115, IT100, BUS320, MK330 Credits: 3

Concentrates on the management of sales forces, sales analysis, forecasting techniques, account and territory management, negotiations, integrating personal computers into the sales function, and computer simulation of the decision processes. The course also covers topics such as the integration of promotional strategies into the marketing mix of behavioral and database foundations for promotional strategies, the application of information-based technologies and tools for analysis, as well as the allocation of promotional resources. Prerequisite(s): GE105, GE106, GE115, IT100, BUS320, MK330, MK390 Credits: 3

Offers students an overview of the management of a brand that represents a country, a state, or a nation. The course enables students to think critically from a variety of business and social perspectives, understand the complex and multidimensional nature of nation branding, and critically analyze the strategic options available to nations in their branding activities. Topics include the image creation and positioning of a national identity, approaches to international positioning, as well as evaluations of the ethical practices of nation sustainability, and small nation accessibility. Prerequisite(s): GE105, GE106, GE115, BUS320, MK330 Credits: 3 

 

Offers students a comprehensive framework for the development and application of realistic competitive marketing strategies, encouraging students to draw from the integrated knowledge they have developed throughout their major. Sharpens students’ critical and strategic thinking competencies through the presentation and analysis of contemporary topics and advanced marketing cases. Prerequisite(s): GE105, GE106, GE115, IT100, BUS320, MK330, MK390 Credits: 3

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