Marketing is critical to the growth of any organization. MK 221 explores customer segmentation, product development, pricing, promotion, and distribution of products, services, and ideas. This course introduces students to the importance of the “marketing concept” and customer focus, as well as socially responsible marketing. Fall. Group: II.
Students explore the various segments of the sports business in the US, of particular focus: firms that link their products and services with sports to reach their targets markets; the marketing strategies of organized sports groups; and the marketing of sports-related equipment and facilities.
Students learn the qualitative and quantitative tools and techniques used to answer questions about how best to meet the needs of a target audience. Topics include
research design, data collection methodologies, questionnaire construction, focus groups, analysis, and interpretation and reporting of research results. Spring, alternate years.
Prerequisite: MK 221; Group: II.
Recent changes in Europe, increased competition from Asia, and North American trade agreements are forcing marketers to take a more global view. Students examine differences in market opportunities and constraints with respect to creating products, distribution, pricing strategies, and promotion programs in diverse markets and cultures throughout the world. Prerequisite: MK 221.
Students study the advertising industry and explore the role of advertising agencies and how businesses use advertising, publicity, and sales promotion. Students study advertising from both an account and creative viewpoint and formulate advertising strategies and campaigns. Fall, alternate years. Prerequisite: MK 221 or permission. Group: II.
Direct and Internet Marketing
How do you sell directly to the customer? Direct mail, catalog, TV home shopping, and the Internet are some direct marketing methods. Students learn to reach selected target markets and understand how to manage direct response programs within the framework of a company’s overall marketing strategy. Social networking as a marketing tool will be a course component. Spring, alternate years. Prerequisite: MK 221. It is preferred that students have also completed MK 322 Marketing Research. Group: II.
Courses offered selectively:
MK 325 Retailing
MK 327 Selling and Sales Management