Undergraduate Marketing Courses

MKT 350 Marketing Management. An introduction to marketing. Provides a general understanding and appreciation of the forces operating, institutions employed, and methods followed in marketing products and services both domestically and internationally. Offered every semester. Three credits.

MKT 351 Consumer Behavior. An overall view of some of the basic perspectives of consumer motivation and behavior. Prerequisite: 350. Offered fall semester. Three credits.

MKT 352 Marketing Research. Detailed examination of business research procedures and applications. Problem definition, research design, data collection, sampling techniques, costs, etc. Case problems and projects. Prerequisites: 350 and STA 215. Offered fall and winter semesters. Three credits.

MKT 353 Marketing Negotiations. This course develops an understanding and appreciation of the negotiation process. Definitions, concepts, strategies, and practical tactics encompassed in marketing negotiation are examined in circumstances involving pricing, products, distribution, promotion, and packaging. The course includes face-to-face negotiation projects. Offered fall semester. Three credits.

MKT 354 Distribution Institutions and Logistics. An integrated study supply chain and distribution channels, and their institutions in the global marketplace. Topics include an introduction to the supply chains, system design, advantages and disadvantages of various channel institution types, and the functional dimensions of supply chain and distribution management. Offered fall semester. Three credits.

MKT 356 Professional Selling. The principles of professional salesmanship and their practical application in the marketing mix. Actual sales presentations by students are included. Prerequisite: 350. Offered fall and winter semesters. Three credits.

MKT 357 Retailing. Introduction to retailing, with emphasis on profit elements, pricing and merchandising policies, inventory, and merchandise control. Prerequisite: 350. Offered fall and winter semesters. Three credits.

MKT 358 Advertising and Marketing Communications. A managerial analysis and examination of the nonpersonal demand-generating element of the firm's marketing efforts. Includes study of communication theory; advertising; market, audience, and target segmentation and selection; media analysis; public relations; publicity; and most other nonpersonal communications activities. These elements are strongly related to personal selling in private sector firms. Prerequisite: 350. Offered fall and winter semesters. Three credits.

MKT 359 Multinational Marketing. Emphasizes global marketing decision making from the manager's point of view. Examines how successful international companies, both large and small, decide which goods and services to market in specific parts of the world. Evaluates the strategies and tactics necessary for multinational marketing success. Offered fall semester. Three credits.

MKT 360 Marketing on the Internet. Strategic use of the Internet for marketing goods and services across a range of product categories and how the Internet can be used in increase effectiveness, efficiency and competitiveness. Specific areas of focus include: market and marketing research, competitive monitoring, customer service, new product testing, and internal and external communications. Prerequisites: MKT 350. Three credits. Offered fall semester.

MKT 369 Creativity in a Cubicle Environment. Exploration of strategies for enhancing personal and group creativity in the workplace. Factors which encourage and discourage creativity, including the work environment and employee attitudes, are also examined. Students will apply the strategies discussed in a variety of assignments. Offered fall and winter semesters. Part of the Creativity: Ideas & Innovation theme. Three credits.

MKT 370 New Product Development. This course teaches students how to develop a successful new product or service. Student teams experience the whole process involved in bringing a new product from idea to launch. Emphasis is on the application of fundamental marketing and entrepreneurial principles required to achieve continuous innovation and sustainable competitive advantage. Prerequisites: 350. Three credits. Offered fall and winter.

MKT 380 Selected Topics in Marketing. Analysis and discussion of advanced topics, contemporary problems, and new or controversial topics. Specific topics will reflect the interest of students and instructors. Prerequisite: Permission of instructor. Three credits.

MKT 425 Brand Management. Strategies for building and measuring brand equity are discussed. Other topics to be covered include the management of brands on the web, co-branding, and brand extensions. All students will complete a brand audit as part of the course. Offered fall semester. Prerequisite: MKT 350. Three credits.

MKT 451 Marketing Strategy. A methodical analysis of a significant number of marketing cases selected from actual business experience to illustrate the application of sound principles to market planning, sales forecasting, and market management. Offered fall and winter semesters. Three credits.

MKT 455 Industrial Marketing. Examines the nature of the industrial market, focusing primarily on manufacturing. Develops the distinctive character of industrial buyers and sellers, then analyzes industrial marketing planning, pricing, channeling, promotion, customer service, and control. May use case studies. Prerequisite: 350. Offered fall and winter semesters. Three credits.

MKT 456 Sales Management. Application of management functions to the selling structure and sales problems of companies. Behavioral and quantitative disciplines are used in case study analysis. Organizing sales operations, sales planning analysis, and evaluation are covered. Prerequisites: 350 and 356 or permission of instructor. Offered winter semester. Three credits.

MKT 457 Logistics and Transportation. Studies the role of transportation in the global supply chain and distribution channel, and the interaction of transportation with other supply chain logistics activities such as inventory control. Topic include logistics system design, transportation policy and infrastructure, each mode of freight transportation, and the management of transportation. Prerequisite: 350. Offered winter semester. Three credits.

MKT 490 Marketing Internship. Course will be used to grant marketing credit to students who complete internships in the marketing field. Prerequisites: Junior standing; minimum 2.5 GPA. One to six credits. Offered on a credit/no credit basis.

MKT 499 Independent Research. Independent research in the student's area of interest, supervised by a faculty member, and culminating in a written and oral report. Written permission of the instructor required. Offered each semester. One to three credits.

 

 

Contact information:
Seidman Undergraduate Student Services
go2gvbiz@gvsu.edu
(616) 331-7500

Page last modified March 18, 2013