2026-2027 Academic Catalog

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Marketing (MKTG)

MKTG 2104 - Careers in Marketing (1 credit)

Provide students with an early start on understanding the many career options within the marketing major. In-depth focus in developing an online professional branded website and career map. Enhance and broaden the understanding of customer’s needs, while gaining the sense of ownership over the product and/or service to meet customer’s needs through communication of marketing strategy. Serves as a foundational course in preparing students for career success in the Marketing field. Pass/Fail only.

Instructional Contact Hours: (1 Lec, 1 Crd)

MKTG 2954 - Business Study Abroad (1-19 credits)

This course provides students with an international business experience. It is only offered as part of a program outside of the United States. Students will learn from the structured educational experience developed by the faculty leader. This course is intended for students who want to develop marketing-related free electives. Pre: Instructors consent and the completion of 24 semester hours with a minimum GPA of 3.0 or departmental consent.

Instructional Contact Hours: Variable credit course

MKTG 2964 - Field Study (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 2964H - Field Study (1-19 credits)

Honors section.

Instructional Contact Hours: Variable credit course

MKTG 2974 - Independent Study (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 2994 - Research (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 3104 - Marketing Management (3 credits)

Study of the marketing process from a macro and management viewpoint. The macro viewpoint includes the role of marketing in society. The management viewpoint includes the product, distribution, promotional, and pricing decisions. Junior standing required.

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 3104H - Marketing Management (3 credits)

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 3134 - Personal Well-being and Professional Success (3 credits)

In-depth study of the science of well-being and stress management for business and business professionals from multi-disciplinary perspective (Positive Psychology, Consumer Research, Behavioral Economics, Neuroscience, Sociology). Includes relevance of well-being data in marketing and business contexts. Application of well-being and stress management strategies to overcome wellbeing barriers, ensure work-life balance and create positive work environments. Exploration of policy implications of well-being data.

Pathway Concept Area(s): 3 Reasoning in Social Sciences, 10 Ethical Reasoning

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 3164 - Introduction to Digital Marketing Strategy (3 credits)

Study of the principles of digital marketing and its applications. lntegration of digital strategies with overall business and traditional marketing plans. Emphasis given to critical digital knowledge in inbound marketing, identifying and creating buyer personas, email marketing, search engine optimization, planning and executing digital content marketing calendars, social media marketing, web analytics and digital compliance legislation and regulations, and their ramifications.

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 3504 - Advertising (3 credits)

Survey of advertising principles and its applications. The course covers advertising history, the impact of advertising on society, and ethical and regulatory issues. The process of creating and placing advertising is explored including advertising objectives, budgeting, media planning and mix, creative objectives and strategy, copy execution and production, and copy testing. Junior standing required.

Prerequisite(s): MKTG 3104 or MKTG 3104H

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 3954 - Study Abroad (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 4054 - Sales Technology (3 credits)

Course focus is on the integration of technology and data analytics to advance sales. Study of how technology is leveraged in the social sales process which includes how to successfully utilize technology in social selling situations. Emphasis given to Customer Relationship Management (CRM) strategies, benefits, operations, and application across the customer life cycle. Students demonstrate proficiency in CRM technology, through experiential learning by earning Salesforce, Hubspot and Smartfox badges.

Prerequisite(s): MKTG 3104

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4114 - Introduction to AI in Marketing (3 credits)

Study Artificial Intelligence (AI) and machine learning concepts, myths vs. facts, and barriers associated with AI. Explore the need and uses of AI in marketing and sales contexts, including segmentation, advertising, product development, pricing, promotion decisions. Includes strategies for firms to identify AI opportunities, and the pitfalls and barriers associated with AI implementation. Consider how to implement AI, measure AI success, and gain competitive advantage through AI. Analyze the consumer, firm, and societal impacts of AI from marketing and ethics perspectives, and suggest corrective strategies for firms. Pre: Junior standing.

Pathway Concept Area(s): 5A Quant & Comp Thnk Adv., 10 Ethical Reasoning

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4144 - Business and Marketing Strategies for the Process Industries (3 credits)

Business strategies and industrial marketing concepts, and their application in the chemical, pharmaceutical and related process industries. The course is designed for engineers and other students planning a career in the process industries. Junior standing required.

Instructional Contact Hours: (3 Lec, 3 Crd)

Course Crosslist: CHE 4144

MKTG 4154 - Marketing Research (3 credits)

This course is a study of the scientific process of problem solving in a marketing context. It includes concepts of problem definition, hypotheses generation, questionnaire development, research design, implementation, analysis, and interpretation of statistical findings. Junior standing required.

Prerequisite(s): MKTG 3104 or MKTG 3104H

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4164 - Social Media and Content Marketing (3 credits)

Study of social media channels and content creation processes and strategies. Integration of inbound marketing methodologies with social and digital media marketing. Emphasis given to content marketing distribution strategies, influencer marketing, social media advertising, and key content marketing tools including blogs, vlogs, and podcasts, as well as employee advocacy programs and social media and crisis management plans for organizations.

Prerequisite(s): MKTG 3164

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4174 - Analytics & Metrics for Digital Marketing Strategy (3 credits)

Study of the assessment of digital marketing analytics and metrics and their applications. Optimization of digital marketing results across all digital marketing strategies and tactics. Emphasis given to digital marketing measurement models, data-driven decision making including application of the decision-making framework, predictive analytics and data visualizations, website analytics, organic search analytics, social media metrics, email marketing metrics, as well as paid, owned and earned media analytics.

Prerequisite(s): MKTG 3164

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4204 - Consumer Behavior (3 credits)

An integrated analysis of individual and environmental influences on consumer decision making, purchase, and consumption behaviors with strong emphasis on implications for developing, executing, and assessing marketing strategy. Junior standing required.

Prerequisite(s): MKTG 3104 or MKTG 3104H

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4204H - Consumer Behavior (3 credits)

Prerequisite(s): MKTG 3104 or MKTG 3104H

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4254 - Product and Price Management (3 credits)

Emphasis on strategic branding and product planning within the context of marketing management. Analysis of economic, financial, legal, and marketing principles to make effective pricing decisions. Examination of relationships between product and price management. Junior standing.

Prerequisite(s): (MKTG 3104 or MKTG 3104H) and MKTG 4154 and (MKTG 4204 or MKTG 4204H)

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4264 - Analytics for Marketing (3 credits)

Integrates conceptual and quantitative aspects of marketing. Provides concentrated emphasis on the role of analytical and computer models to enhance marketing decision making. Emphasis on managerial decision making in key areas, including segmentation and targeting, positioning, forecasting, new product design, forecasting and pricing. Role of consumer perceptions and behaviors on decision making. Hands-on experience with model building and using analytical tools.

Prerequisite(s): (MKTG 3104 or MKTG 3104H) and MKTG 4154

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4304 - Marketing Communications (3 credits)

Theory and application of an organizations marketing communications function. Includes traditional and digital channels. Development of a marketing communications plan, situation analysis, setting communication goals, creating message strategy, implementing the strategy using promotional mix variables, planning traditional and social media, and determining the communication budget. Junior standing.

Prerequisite(s): (MKTG 3104 or MKTG 3104H) and (MKTG 4204 or MKTG 4204H)

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4354 - Marketing Channels and Logistics (3 credits)

Management of the firms distribution function. Study of the structure, functions, interactions, and activities of marketing channels. Analysis and development of integrated physical distribution and logistics systems for the firm. Junior standing required.

Prerequisite(s): BIT 2406

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4404 - Field Practicum in Marketing (3 credits)

Application of marketing concepts and theories to a specific business concept. On-site performance of marketing activities and a written analysis of the firms marketing strategy and execution. Junior Standing

Prerequisite(s): MKTG 3104 or MKTG 3104H

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4454 - Sales Force Management (3 credits)

Integration of behavioral research to provide an understanding of the role of the salesperson within the sales organization and in relation to the buyers. Personal selling examines the dyadic interaction between buyer and seller. Managing the sales force covers planning, organizing, directing, and controlling the activities of the sales personnel. Junior standing required.

Prerequisite(s): (MKTG 3104 or MKTG 3104H) and MKTG 4554

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4554 - Principles of Professional Selling (3 credits)

Learn about the management of relationships between buyers and sellers to effectively build partnerships, including the importance of understanding buyer behavior to facilitate the sales process. Explore the concepts of prospecting for customers, planning for the sales call, presentation skills, as well as the formal negotiation process and how these areas relate to adaptive selling. Address common sales management issues including how to manage cross-functional teams and their time and territories, as well as explore the ethical and legal issues that often arise throughout the sales process. Discuss the various career paths and opportunities within sales.

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4604 - Retail Management (3 credits)

Analysis of managerial problems in retailing establishments, including traditional and online formats. Focus is on operational problems, retail and e-retail store organization, location analysis, buying, selling, sales promotion, and merchandise handling. Junior standing required.

Prerequisite(s): MKTG 3104 or MKTG 3104H

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4644 - Marketing, Society and the Public Interest (3 credits)

The impact of marketing on society from a multi- disciplinary and multi-stakeholder perspective. Marketings role in solving societal problems is explored. Topics include at-risk market segments, controversial products and practices, and issues of social justice.

Prerequisite(s): MKTG 3104 or MKTG 3104H

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4704 - International Marketing (3 credits)

Assessing international markets, comparing marketing systems; management of international marketing operations; focusing on distribution, promotional, and pricing problems faced by firms engaging in world trade. Junior standing required.

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4734 - Real Estate Marketing (3 credits)

This course extends the fundamental concepts of marketing into the study and practice of real estate. The course is concerned with the topics of demographic analysis, market information systems, market research, and marketing strategy of residential and commercial real estate, with particular emphasis on the important area of real estate personal selling. Junior standing required.

Prerequisite(s): MKTG 3104 or MKTG 3104H

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4754 - Strategic Marketing (3 credits)

Capstone course focused on developing and applying marketing strategy through theory, analysis, and real-world application. Explore classic and emerging research on buyer behavior and decision-making, analyze comprehensive business cases, and work in teams to design strategic solutions to current marketing challenges. Apply concepts such as market segmentation, the marketing mix (product, price, place, and promotion), pricing, and advertising in formulating evidence-based action plans. Pre: Senior standing.

Prerequisite(s): (MKTG 3104 or MKTG 3104H) and MKTG 4154 and (MKTG 4204 or MKTG 4204H)

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4754H - Stategic Marketing (3 credits)

An integrative course in marketing policy and strategy, employing comprehensive case problems in the formulation of marketing action programs and business policy. Senior standing required. Any one of the following Marketing prerequisites - 4304, 4354, 4554 - may be taken concurrently with 4754H

Prerequisite(s): (MKTG 3104 or MKTG 3104H) and MKTG 4154 and (MKTG 4204 or MKTG 4204H)

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4774 - Advanced Professional Selling (3 credits)

Advanced theory and practice of professional selling with primary focus on the professional sales process, analysis of associated strategic and ethical issues, and acquisition of critical skills required of successful salespeople. Builds on foundation created in Buyer/Seller Relationship (MKTG 4554) to expand knowledge and skills of students considering career in professional sales.

Prerequisite(s): (MKTG 3104 or MKTG 3104H) and MKTG 4554

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 4954 - Study Abroad (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 4964 - Field Study (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 4964H - Field Study (1-19 credits)

Honors section.

Instructional Contact Hours: Variable credit course

MKTG 4974 - Independent Study (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 4984 - Special Study (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 4994 - Undergraduate Research (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 4994H - Honors Undergraduate Research (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 5104 - Marketing Policy And Strategy (3 credits)

Principles and processes of strategic marketing planning. Emphasis on development and implementation of marketing plans and programs. Comprehensive case studies are used as the basis for analysis.

Prerequisite(s): ACIS 5104

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 5154 - Research for Marketing Decisions (3 credits)

The course encompasses: problem formulation, research design, data gathering instruments, scaling, sampling, data analysis for making marketing-related decisions, and solving marketing-oriented problems.

Prerequisite(s): MKTG 5104

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 5204 - Consumer Behavior (2 credits)

Consumer decision-making; information processing; perception; attitude; motivation; social and cultural influences on purchasing behavior; applications to marketing plan, target marketing, product development, distribution, pricing, and promotion.

Prerequisite(s): MKTG 5654

Instructional Contact Hours: (2 Lec, 2 Crd)

MKTG 5264 - Marketing Analytics (3 credits)

This course integrates conceptual and quantitative aspects of marketing and provides a deep understanding of the role of analytical and statistical models in enhancing marketing decision-making. Particular emphasis will be given to managerial decision-making in critical areas such as demand analysis, pricing, targeting, forecasting in new markets, and extracting meaning about consumer needs from data on the web. The course offers hands-on experience with model building and programming. Pre: Graduate Standing.

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 5304 - Promotion Strategy (3 credits)

Emphasis on understanding and applying the principles of marketing communication from a managerial perspective. Course examines the marketing communication activities of an organization focusing on the economic, sociological, and psychological aspects of behavior.

Prerequisite(s): MKTG 5104

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 5444 - Marketing, Management and the Public Purpose (3 credits)

The social context of business, with particular attention to marketing practices and entrepreneurial ventures. Examination of the public policy issues that arise from the pursuit of capitalist enterprise as well as the role of marketing and entrepreneurship in advancing social welfare and economic development. Multi-disciplinary approach linking historical, socio-cultural, political/legal, ethical, and strategic analyses in a global context.

Prerequisite(s): MKTG 5104 and MGT 5314

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 5604 - Marketing Principles (2 credits)

An introduction to marketing management for executive MBA students. Considers the principles and processes of marketing planning in business and non-profit organizations. Executive MBA students only.

Instructional Contact Hours: (2 Lec, 2 Crd)

MKTG 5614 - Marketing Analysis and Strategy (2 credits)

Study of methods for analyzing customers (particularly market segmentation), diagnosing competitive market structure, and forecasting demand and the use of this information to develop marketing strategy. Executive MBA students only.

Instructional Contact Hours: (2 Lec, 2 Crd)

MKTG 5624 - Business Negotiations (2 credits)

This course addresses the practice of successful negotiations in business, including the business activities of marketing, operations, finance, and information management. This course utilizes behavioral principles of negotiation to develop and refine students understanding and practice of effective negotiating skills. Executive MBA students only.

Instructional Contact Hours: (2 Lec, 2 Crd)

MKTG 5634 - International Marketing Management (2 credits)

This course focuses on marketing decision making in a global context. The course includes consideration of the impact of culture, politics, and economics and the resulting differences in marketing institutions, marketing decision making, and marketing strategy.

Prerequisite(s): MKTG 5604

Instructional Contact Hours: (2 Lec, 2 Crd)

MKTG 5644 - Marketing Analytics In A Digital World (3 credits)

Digital marketing strategies, performance indicator data sources, and actionable marketing insights frameworks and methods.

Prerequisite(s): MKTG 5104 and (BIT 5724 or BIT 5534)

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 5654 - Managing the Mktg Function (2 credits)

Concepts of marketing management in a global environment, including the role of marketing in business organizations, and the relationship of marketing to other organizational functions. Role of marketing for developing and sustaining a competitive advantage in the marketplace, based of effective managerial decision making. Covers new product development and branding, as well as the characteristics of effective target marketing. Emphasis on the role of developing appropriate business intelligence for strategic decision making. Pre-requisite: Enrollment in the Executive MBA program

Instructional Contact Hours: (2 Lec, 2 Crd)

MKTG 5704 - International Marketing Strategy (3 credits)

This course provides the background to make managerial marketing decisions at the international level. It is composed of four sections: macro dimensions of international marketing, e.g., culture, politics, and economics; international comparative marketing systems; international marketing management decisions; and international strategic planning and control.

Prerequisite(s): MKTG 5104

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 5894 - Final Examination (3 credits)

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 5904 - Project and Report (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 5954 - Study Abroad (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 5964 - Field Study (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 5974 - Independent Study (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 5984 - Special Study (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 5994 - Research and Thesis (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 6105 - Advanced Topics In Marketing (3 credits)

6105: Seminar in marketing theory, marketing research, buyer behavior, and marketing strategy. Emphasis on conceptual and methodological developments in marketing. 6106: Seminar in marketing management. Emphasis is placed on conceptual and methodological developments and quantitative decision models in promotion management, product and price management, channel of distribution management, and sales force management. May be repeated for credit up to 9 hours for each seminar with different content. II.

Instructional Contact Hours: (3 Lec, 3 Crd)

Repeatability: up to 9 credit hours

MKTG 6106 - Advanced Topics In Marketing (3 credits)

Prerequisite(s): MKTG 6105

Instructional Contact Hours: (3 Lec, 3 Crd)

Repeatability: up to 9 credit hours

MKTG 6204 - Judgement and Decision Making Research in Marketing (3 credits)

Selective, intensive exposure to research in key substantive and methodological areas related to consumer and marketing managerial judgment and decision making. Design and implementation of original research. Key factors that influence consumer buying and marketing managerial decision making, including the role of utility theory; heuristics and biases; mental accounting and framing; risk; context effects; temporal effects; perceptual and cognitive processes; emotion; motivated and counterfactual reasoning; and motivational influences. Pre: Graduate Standing.

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 6234 - Experimental Methods in Business Research (3 credits)

Experimental research methods for business research. Design of experimental studies, practical issues, and analysis of data. External, construct, and internal validity issues. Statistical techniques such as Analysis of Variance (ANOVA) and General Linear Model extensions. Hypothesis testing of causal mechanisms, result reporting, and replicability concerns. Pre: Graduate standing.

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 6244 - Advanced Quantitative Research Methods in Business (3 credits)

Theoretical foundations of quantitative research techniques used in business research. Sources of secondary data and primary data collection methods. Locating, reading, organizing, cleaning, and storing large datasets for model estimation. Statistical analysis using current statistical packages. Identification of natural experiments in business research and quantitative techniques to obtain the treatment effect. Application of methods to empirical research in all areas of business. Professional statistical result reporting in business research. Pre: Graduate standing.

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 6254 - Bayesian Methods and Applications in Business Research (3 credits)

Selective, intensive exposure to research in key substantive and methodological areas related to applications of Bayesian statistical methods in business research. In-depth coverage of contemporary conceptual and empirical Bayesian tools and applications in business disciplines, including fundamentals of Bayesian theory, Bayesian decision theory, approaches and algorithms used, selected business applications. Hands-on Bayesian model-building application. Pre: Graduate standing.

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 6264 - Data Analytics and Causal Inference for Business Research (3 credits)

This course equips students with practical skills in applied statistical modeling and causal inference for business research. Topics include hypothesis testing, regression analysis, discrete choice models, panel data methods, and endogeneity solutions such as instrumental variables. The course emphasizes applications through real data and introduces modern causal inference techniques including difference-in-differences and regression discontinuity, with connections to machine learning. Pre: Graduate standing. Prior knowledge of statistics and mathematical principles including linear algebra and calculus gained from previous course work or work experience.

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 6274 - Seminar in Dissertation Proposal and Career Development (3 credits)

Prepares students for a marketing academic career. Examines the dissertation research process in marketing, including understanding the literature, ideation, analytical and experimental design skills, dissertation proposal development, and publication. Considers the steps to secure an academic job in marketing and be a successful academic. Topics include, critiquing the literature and generating research ideas; acquiring analytical skills and experimental design skills; applying analytical and experimental design skills in dissertation research; preparing a dissertation proposal; translating a dissertation into published research; becoming a successful marketing academic. Pre: Graduate Standing.

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 6304 - Seminar in Buyer Behavior Research (3 credits)

This course applies current psychological, social psychological, sociological, communication, and economic theories and research to the study of buyer behavior phenomena. Emphasis is placed on recent research findings and methodologies in buyer behavior.

Prerequisite(s): MKTG 5154

Instructional Contact Hours: (3 Lec, 3 Crd)

MKTG 6984 - Special Study (1-19 credits)

Instructional Contact Hours: Variable credit course

MKTG 7994 - Research and Dissertation (1-19 credits)

Instructional Contact Hours: Variable credit course