1520. Selected Marketing Topics. Topics vary each semester. Subject matter and number of credit hours announced in advance of each offering. May be taken twice with change of topic. 1 3 s.h. 3703. Marketing Concepts and Practice. The activities involved in marketing products, services, and ideas examined within a framework of customer management. Topics include global marketing environment, market analysis and segmentation, consumer behavior, product development and management, pricing, promotion, and distribution. Marketing is examined from its role as a central function of business and non profit organizations, and from its dominant role in a market economy. Prereq.: BUS 1500 and junior standing. 4 s.h. 3709. Retail Marketing. Retailing is the largest industry and the dominant employer in the U.S. economy. The industry is explored, with particular emphasis on understanding the activities of retailers, both large and small. Topics include shopper behavior, store location, store layout, product presentation, and customer service. The criteria for success in retailing, the impact of technology on retailing, and the retail process examined within the larger domain of marketing. Beneficial to all marketing and business majors, as well as others engaged in shopping activities. Prereq.: MKTG 3703. 3 s.h. 3713. Retail Merchandise Buying. The product dimension of retailing. The strategies and philosophies that determine excellence in merchandise selection. Topics include the organization of the buying function, determining what to buy based on customer needs, visiting the market, vendor analysis and selection, Quick Response (QR) and Efficient Consumer Response (ECR), and the retail buyer's responsibilities in other areas of the retail firm. Extensive attention to global sourcing. Prereq.: MKTG 3703. 3 s.h. 3720. Industrial Marketing. Characteristics of Manufacturers' goods, channels of distribution, functions of intermediates, distribution costs, marketing research, government control, and legal limitations. Product policies, service policies, packaging policies, price policies. Industrial advertising organization, planning and budgeting, uses of advertising agencies and national advertising media, sales manuals, dealer helps. Prereq.: MKTG 3703. 3 s.h. 3726. Consumer Behavior. Individual and group behavior as related to marketing consumer behavior, considered from both the standpoint of the marketing manager and from that of the individual as a consumer. The behavioral sciences serve as a background to provide standards for the social and human evaluation of current marketing activities. Topics include the buyer as problem solver, buying decision processes and models, measurement of promotional effectiveness, and life style analysis. Prereq.: MKTG 3703. 3 s.h. 3732. Non Textiles/Furnishings. The principles and functions of non textiles and furnishings. The sources of raw materials, manufacturing processes, care, use, and selling points of these types of merchandise: paper, leather, furs, jewelry, metals, stones and cosmetics. The furnishings industry is examined with emphasis on forecasting, planning, selecting, negotiating, pricing, and recording of merchandise. Prereq.: MKTG 3703. 4 s.h. 3740. Professional Selling. Personal selling and sales management examined within the marketing environment. Emphasis on marketing relationships, buyer motivation and behavior, selling strategy and sales management techniques. Prereq.: BUS 1500 and sophomore standing. 3 s.h. 3755. Shopping Center Fundamentals. General survey of the elements in the development of planned shopping centers. The history and social significance of planned shopping centers, their present position and future directions. Prereq.: MKTG 3703. 3 s.h. 3757. Shopping Center Development. Examination of shopping centers from a marketing and development standpoint. Topics include marketing strategies, site selection, promotions, tenant mix, and public relations. Prereq.: MKTG 3703. 3 s.h. 4815. Marketing Research. Introduction to the major areas of research marketing. Problem definition, research design, gathering information and analysis to assist marketing management with the decision making process. Both empirical and theoretical concepts. Review of research problems, approaches and trends in industrial retailing, wholesaling, trade associations, advertising, publishing and consulting firms. Prereq.: MKTG 3703. 3 s.h. 4825. Marketing Management. Comprehensive study of the management functions in marketing including organization, planning, research, merchandising, sales, advertising and promotion, marketing channels, and control related to corporate policies and objectives. Management practices covering recruiting, selection, training, equipping, compensating, and supervising. Prereq.: MKTG 3703. 3 s.h. 4842. Special Topics in Marketing. Topics vary each semester. Subject matter, number of credits, and prerequisites announced in advance of each topic. No more than one Special Topic per semester is permitted. May be taken twice with change of topic. Prereq.: Permission of chairperson. 1 3 s.h. 4845. International Marketing. Development of United States trade, foreign trade promotion, organization, export and import procedures and practices. Presented from the viewpoint of the international marketing manager who must recognize differences between markets in various countries as influenced by their particular cultural and economic environments. Prereq.: MKTG 3703. 3 s.h. 4846. Marketing Channels and Logistics. Consideration of the problems likely to arise in the planning for and movement of goods through channels of distribution from producer to end user. Elements of the logistical system, including transportation modes, plant and warehouse location, and inventory size determinations. Behavioral and functional relationships with and between channel members in a supply chain. Prereq.: MKTG 3703 and ECON 3780. 3 s.h. 4848. Marketing and Social Responsibility. Present marketing practices and their impact on the values of society and the impact of social and ethical trends upon marketing. Search for the consumers' interest, the social audits, marketing responsibilities, product safety, ecological considerations, legal restraints, and pricing and sales practices. Prereq.: MKTG 3703. 3 s.h. 4850. Marketing Internship. Through employment with participating business organizations the student receives professional marketing experience. Candidates work for the entire semester at a local business organization under the direct guidance of a faculty advisor. Required paper at the end of the course on the relationship of marketing theory and practice. Prereq.: MKTG 3703. 3 s.h. 4851. Services Marketing. Cross functional approach to the marketing of customer services in profit and non profit organizations, including domestic and international opportunity analysis, customer analysis, financial analysis, strategy formulation, process and systems management, and quality improvement. Prereq.: MKTG 3703. 3 s.h. 4865. Shopping Center Operations. Comprehensive review of the practices and procedures involved in the operation of shopping mall properties, including merchandising, maintenance, security, mall tenant relations, and community relations. Prereq.: MKTG 3703. 3 s.h. 4870. Small Business Entrepreneurship Study of the small business environment and the problems in starting a business. How small businesses apply the managerial functions in using their resources. Cross listed with MGT 4870. Prereq.: MKTG 3703. 3 s.h. 4871. Small Business Enterprise. Students work with actual problems faced by small businesses under faculty supervision. Problems are defined, analyzed, researched. Recommendations are developed and presented to clients for evaluation. Cross listed with MGT 4871. Prereq.: MKTG 3703. 3 s.h.
3711. Marketing Communications. Examines the integration of promotional activities within a marketing context. Presents the marketing communication role of the four elements in the promotional mix then takes a holistic perspective that focuses on the interrelationships among advertising, public relations, sales promotion, and personal selling. Prereq.: BUS 1500 and sophomore standing. 4 s.h. 3712. Creative Strategies in IMC. The creative process is related to the different message and graphic needs required in advertising, public relations, and sales promotion. Examines the synergistic possibilities of the separate efforts focused on the same creative strategy within an integrated marketing communications (IMC) campaign. Prereq.: ADVER 3711. 3 s.h. 3717. Media Planning and Buying. Planning, executing, and controlling of media buys. Techniques of allocation of budget among print and electronic media explored on national, regional, and local levels familiarizing the student with syndicated media resources. Prereq.: ADVER 3711. 3 s.h. 4811. Direct Marketing. In-depth investigation of direct marketing including mail order and direct response advertising. Measurability, accountability, lists, and the integration of direct marketing into the total marketing efforts. Prereq.: ADVER 3711. 3 s.h. 4855. IMC Campaigns. Capstone course in the integrated marketing communications curriculum. By employing the fundamental theories and practices garnered from previous integrated marketing communications courses for a specific IMC problem, the focus is the development of an integrated marketing communications campaign. Prereq.: ADVER 3711 and 3717. 3 s.h. 3710. Basic Public Relations. Study of the management function which investigates and evaluates public attitudes, policies, means, and techniques used in the field to earn public understanding and acceptance. Prereq.: ENGL 1551. 3 s.h.©2009-2012. Williamson College of Business Administration and its licensors. All rights reserved.
One University Plaza • Youngstown, OH 44555 • Phone: 330.941.3064Email Christine Shelton for questions, comments or suggestions regarding the WCBA site.AllofE Solutions