Marketing (MAR)

This course explores the basic principles of marketing and practices, and the application of these practices. Topics including consumerism, market research, target markets, feasibility analysis, products, promotion, channels of distribution, pricing, global marketing, and technology are examined.

This course introduces students to the steps and strategies necessary for marketing products on the Internet. Emphasis is on tools, techniques, challenges, and decision-making abilities needed to participate in this rapidly growing sector of the economy.

This course provides an overview of the comprehensive marketing process and examines methods and techniques for managing marketing activities as well as an analysis of the marketing process. Instructional emphases include the decision-making process, refinement of crucial skills needed to recognize and solve marketing problems, and the design process for competitive marketing strategies.

The course provides the student with an applied, managerial understanding of consumer behavior and the belief that knowledge of the factors influencing consumer behavior can be used to develop sound marketing strategy. Emphasis on specific marketing objectives and the principles upon which they are based develop the ability to discern underlying logic associated with marketing activities encountered daily.

This course provides an overview of the field of supply chain management from a global perspective and its strategic importance to businesses in both manufacturing and service sectors by examining strategic supply chain aspects associated with product and service design, process design and capacity planning, and supply chain network design. Emphasis is placed on strategic, tactical, operational, cross-functional, and integrative decisions as well as product and information flows as facilitated by supply chain logistic strategies, facility and network design, inventory management, customer service, and outsourcing decisions.

The course provides a systematic approach to the search for and analysis of information relevant to identifying and solving marketing problems and opportunities. Fundamental concepts and techniques used in marketing research as decision-making tools will be examined including: formulating hypotheses, research design, interrogative techniques, data collection methods, measurement scales, sampling, methods of analysis, and evaluation and utilization or primary and secondary data.

The course provides a systematic approach for developing long-term, customer-oriented marketing strategies and marketing plans. A comprehensive planning framework based upon conducting sound background research, developing market capabilities and competitive advantages, designing integrated marketing programs, and managing customer relationships for the long-term are examined. The integration and coordination of marketing decisions with other functional business decisions as the key to achieving an organization's mission and vision are emphasized in accordance with ethically and socially responsible marketing program design strategies.