MaconCatalog : The Stetson-Hatcher School of Business : COURSES OF INSTRUCTION : MARKETING (MKT)
MKT 361. Principles of Marketing (3 hours)
Prerequisite: earned 12 academic hours.
This course focuses on the role of the marketing function in planning and implementing objectives of the firm. Topics include analysis of consumer markets, industrial markets, channels of distribution, product and pricing policies, sales forecasting, promotion, and control. (Every semester)
MKT 415. Marketing Research (3 hours)
Prerequisites: MKT 361 and STA 126.
This course is a study of the methods and procedures designed to provide management with information on decisions made. The gathering and analysis of data in business and public organizations are heavily emphasized. Topics include the use of secondary data, and appropriate sampling and research methodologies for collecting primary data. (Every fall)
MKT 417. Advertising (3 hours)
Prerequisite: MKT 361 and MKT 442.
The course surveys the nature, procedure, practices, and results of advertising from the marketing perspective. It focuses on the formulation of advertising strategies and includes discussions of the adjustments required for global advertising, the use of research to develop and evaluate advertising, creative strategy, and media planning and selection. Economic, social, and ethical aspects of advertising are also discussed. (Every spring)
MKT 420. Professional Selling (3 hours)
Prerequisite: MKT 361.
This course helps students develop an understanding of the personal selling process and its role within the marketing and promotional mix of a firm. Basic sales concepts that are used by organizations to develop long-term partnerships with customers are examined. Personal selling skills are enhanced through discussions, role playing, and sales presentations. (Every year)
MKT 422. Public Relations (3 hours)
Prerequisite: MKT 361.
This course provides practical and theoretical insights into the world of public relations. The goal of this course is to introduce students to the field and familiarize them with fields’ best practices to help organizations of any size build successful relationships with their stakeholders. (As needed)
MKT 430. Services Marketing (3 hours)
Prerequisite: MKT 361.
The U.S., as well as much of the world economy, is dominated by services. In the U.S. approximately 75% of the labor force, 70% of the GNP, 45% of an average family’s budget, and 32% of exports are accounted for by services. Yet, business school courses traditionally have focused on the manufacturing sector of the economy. This course is designed for students who may be interested in working in service industries and will address the distinct needs and problems of service firms in the area of marketing. The primary theme of the course is that service organizations (e.g., banks, educational institutions, hospitals, hotels, professional services, transportation companies) require a distinctive approach to marketing strategy, both in its development and execution. (Online)
MKT 435. Marketing Promotion and Communication (3 hours)
Prerequisite: MKT 361.
Integration course for students interested in promotion and marketing communication. Designed to familiarize students with the tools necessary for the development, implementation, and management of promotional programs. The course takes an integrated marketing communication perspective and emphasizes management and coordination of the elements of the promotional mix, namely: implicit promotion, advertising, personal selling, publicity, and sales promotion. The course includes both theoretical and practical aspects of effective marketing communications as well as economic, social, and ethical aspects of promotion. (Online)
MKT 437. Social Media Marketing (3 hours)
Prerequisite: MKT 361.
Examines the role of the Social Media marketing function in planning and implementing objectives of the firm. An examination of relationships with consumer markets, industrial markets, channels of distribution, product and pricing policies, promotion, and control. An introduction to the basic principles of Social Media Marketing and the marketing environment, with a focus on development of an understanding of the ethical planning, implementing, and controlling of Social Media Marketing activities on a local, national, and international scale.(As needed)
MKT 442. Consumer Behavior (3 hours)
Prerequisite: MKT 361.
This course examines behavioral science research findings, principles, and theories, especially those from psychology, sociology and anthropology. Specific topics include consumer motives, attitudes, expectations, involvement, culture, family influence, and consumer decision making behavior. A variety of learning strategies are utilized to develop the skills necessary to develop creative marketing strategies that are applicable in specific consumer situations. (Every fall)
MKT 444. Digital Marketing (3 hours)
Prerequisite: MKT 361.
This course is focused primarily on paid and owned digital media marketing. Specifically, students will develop a strong understanding of paid search engine advertising as well as other forms of online marketing (e.g., email, social media). This course is designed for students to study and implement practical lessons in digital marketing. Students should also be able to see the importance of digital marketing from the perspective of others in an organization (i.e., those who may not specialize in marketing, such as sales or upper-level management). (As needed)
MKT 472. International Management and Marketing (3 hours)
(Cross-listed with MGT 472)
Prerequisites: MGT 363 and MKT 361.
The course provides the opportunity to study, at an advanced level, the major marketing and management issues and opportunities facing business managers in an international setting. Primary emphasis is on the study of developing and adjusting strategies, in light of home and host countries’ incentives and restrictions, to meet corporate objectives. Students may not receive credit for both MGT 472 and MKT 472. (Every year)
MKT 474. Marketing and Digital Analytics (3 hours)
Prerequisites: MKT 361 and MKT 415.
This course focuses on introducing students to statistical and analytical techniques in marketing and provides students with an opportunity to directly apply content from Principles of Marketing, and Research Methods courses in applied analytical environment. Topics will include but are not limited to email, mobile and social media analytics. Students will learn the principles of A/B testing and segmentation. Students will be able to work on a project where they define a problem, develop a detailed statistical analysis that aids in the understanding of a problem. Practical recommendations and potential solutions will be a critical component of the project. (Every year)
MKT 475. Marketing Management (3 hours)
Prerequisites: MKT 361, MKT 415, MGT 363, and STA 126.
This course provides students the opportunity to study, at an advanced level, the major issues and problem areas facing marketing executives with an emphasis on policy-setting. Public and non-profit organizations will be included in the discussions, with strong consideration of the consumer, legal, economic, and political environments and their impacts on decision-making. (Every spring)
MKT 477. Special Topics in Marketing (Subtitle) (1-3 hours)
Prerequisites: junior or senior standing.
This course provides an intensive study of some significant topic in marketing that is not otherwise covered by the school’s course offerings. Topics will be chosen by faculty in consultation with students who register for the course. (As needed)
MKT 478. Research in Marketing (Subtitle) (1-3 hours)
Prerequisites: junior or senior standing and the consent of the instructor.
This is a research-oriented course focusing on an important topic in marketing that is not otherwise covered by the school’s offerings. The course features student research, independent study, and in depth discussions. May be repeated for a maximum of 6 credit hours. (As needed)
MKT 479. Brand Management (3 hours)
Prerequisites: MKT 361.
This course focuses on the study of how brands build loyalty and advocacy and how they use extendibility and expandability to strengthen their attributes while growing revenue and profitability. Special emphasis is placed on increasing the student’s sensitivity to, and understanding of, consumers and their ever increasing expectations and how brands today must begin to create universes where consumers (aka  “fans”) can engage at will. (Occasionally online)
MKT 494. Honors Thesis (1 hour)
Prerequisite: admission to the honors program.
This course requires individual research leading to the completion of an honors thesis. Students admitted into the honors program register for one credit hour in each of three successive semesters (including summer). Only grades of satisfactory or unsatisfactory will be assigned. (As needed)