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PROGRAMS OF STUDY & COURSE DESCRIPTIONS
Marketing (MAR)

Major: Sy Syms School
Business core (12 courses; 36 credits): ACC 1001, 1002; BLW 2021; ECO 1011, 1021, 1221; FIN 1001; INF 1020 or 1030; MAN 1020; MAR 1001; STB 1131, 1456 or 1601; MAR 3313, 3321, 3341, MAR 2501 or 2621, two courses chosen from 2210, 2255, 2410, 2415, 3315, 3325, 3331, 3345 (18 credits); three courses chosen from ACC, ENT, FIN, INF, MAN, REA (9 credits); and MAR 4970.

Minor: Sy Syms School
Five courses chosen from MAR 2210, 2255, 2410, 2415, 2501, 2621, 3313, 3321, 3325, 3331, 3341, 3345 (15 credits).

1001 Principles of Marketing. 3 credits.
Marketing as a system for satisfying human wants; analysis of all levels, from producer to consumer; emphasis on planning for efficient use of marketing tools in the development and expansion of markets; principles, functions, and tools of marketing.

2210 Direct Marketing. 3 credits.
    (Same as ENT 2210).
Selling directly to the consumer or business entity. Examines various aspects of direct marketing such as the use of catalogs, mail order, mailing-list selection, TV, radio, print, and telemarketing. Focuses on the management utilization of direct marketing strategy and implementation.
Prerequisite: MAR 1001.

2255 E-Commerce: Internet Marketing. 3 credits.
    (Same as ENT/INF 2255).
The practical applications of e-commerce in the marketplace today, including both customer-to-business and intra-business interactions. Associated business models, security and firewalls protocols (authentication, encryption, SSL, X.509, LDAP), electronic payment protocols (SET, e-cash), collaboration/on-line catalogs, and the required network infrastructure (TCP/IP).
Prerequisites: INF 1020, MAR 1001.

2410 Sales Management. 3 credits.
    (Same as ENT 2410).
A survey of the sales management field and analysis of sales force management. Organizing; staffing and training a sales force; directing sales force operations; sales planning; and evaluating sales performance.
Prerequisite: MAR 1001.

2415 Retail Management. 3 credits.
    (Same as ENT 2415).
Starting, developing, and growing a retailing organization, from both entrepreneurial and professional managerial perspectives. How retailing enhances the marketing mix, improves the effectiveness of the distribution network, and dynamically evolves in conjunction with environmental factors.
Prerequisite: MAR 1001.

2501 Buyer Behavior. 3 credits.
How and why people behave as buyers—either consumer or industrial. A conceptual understanding of buyer behavior. Applies the principles to marketing management, and helps students develop analytic capability in using behavioral research data and methodology.
Prerequisite: MAR 1001.

2621 Marketing Research. 3 credits.
Development of research design, from problem formulation to analysis and submission of proposals to management techniques such as experimental design, sampling, statistical analysis, and reporting. Cases are used in the application of marketing research to a variety of marketing problems.
Prerequisites: MAR 1001, STB 1131.

2941 Sports Marketing. 3 credits.
    (Same as ENT 2941).
Examines how money and marketing help drive the sports industry. Tracks the foundation of sports marketing and how companies leverage sports to obtain sales goals. Covers professional, collegiate, amateur sports, and sporting goods companies. Industry professionals highlight what they do and the role that marketing plays in their careers.
Prerequisite: MAR 1001.

3313 Advertising Management. 3 credits.
The practice of advertising as affected by relevant behavioral science and management science theory; the decision-making process regarding advertising objectives, copy selection, media selection, and budget setting.
Prerequisite: MAR 1001.

3315 Interactive Advertising. 3 credits.
Fosters a better understanding of interactive communication in advertising, direct response, and sales promotion, and forms integrated promotional communication. Students develop creative and critical thinking skills necessary to participate in and contribute to the development of the interactive marketplace.
Prerequisites: MAR 1001, MAR 3313.

3319 Media Planning. 3 credits.
Role of media within the ad agency. In-depth overview of specific media channels (e.g., broadcast, radio, OOH/nontraditional, newspaper, magazine, online, direct mail) including terminology such as CPM, CPA, CPL, reach, frequency, GRPs, etc. Students identify specific information needed to build a media plan.

3321 Product Strategy. 3 credits.
Product strategy as part of the firm’s overall strategy; management of product portfolio, product life cycles, pricing, promotion, introduction, positioning, improvements, and deletion.
Prerequisite: MAR 1001.

3325 Sales Promotion. 3 credits.
The increasing use of sales promotion in the marketing program represents a change in fundamental, strategic decisions regarding how companies market products and services. This course utilizes a managerial approach to sales-promotion campaign development with an emphasis on sales-promotion strategy as a component of the total marketing mix. Consumer promotion and event marketing are analyzed as important elements. Topics include sales promotion objectives, consumer sales promotion tools (e.g., samples, coupons, premiums, contests and sweepstakes, refunds and rebates), and trade sales promotional tools (e.g., trade allowances, displays and point of purchase), sales training, trade shows, and measurement and evaluation of sales promotions. Students have an opportunity to develop a sales promotion campaign.
Prerequisite: MAR 1001.

3331 Business-to-Business Marketing. (Formerly Industrial Marketing). 3 credits.
Overview of intercorporate marketing relationships leading toward building and maintaining long-term profitable strategic alliances. The similarities and differences between business and consumer marketing; channel development, evolution and control; vendor and value analysis; inventory policy and control; forecasting; impact of hard goods versus services on marketing decisions; marketing and promotion planning and implementation.
Prerequisite: MAR 1001.

3341 International Marketing. 3 credits.
Issues involved in entering overseas markets and conducting marketing operations on a multinational scale; identification and evaluation of opportunities in overseas markets and adapting marketing strategies to these markets consistent with their unique environments.
Prerequisite: MAR 1001.

3345 International Export Promotion. 3 credits.
The promotion mix from a global point of view, including the framework for managing advertising, selling, public relations, and sales promotion. Comparison and contrast with purely domestic promotional strategy is engaged through extensive case analysis. Importing and sourcing from outside the United States also is covered.
Prerequisite: MAR 1001.

3796 Franchising, Licensing, and Distributorships. 3 credits.
    (Same as ENT/MAN 3796).
Essential elements of franchising from the viewpoint of both franchiser and franchisee. Explore the franchising opportunities and their planning and implementation. Discussion of licensing and distributorship as viable business ventures.
Prerequisite: MAN 1020.

4970 Senior Research Paper. One hour. No credit.
An individualized approach to assisting each student in selecting a topic for, designing, and completing the senior research paper required for graduation. Students work one-on-one with faculty members in their respective disciplines.
Prerequisite: senior status.