DEPARTMENT OF MANAGEMENT AND MARKETING — MARKETING COURSES

MKT 301
Principles of Marketing

Develops students’ understanding of marketing principles underlying the selection and assessment of markets, and the development and delivery of products and services.
Prerequisites: ACM 299 and 60 credits; for other UMass Boston students, successful completion of the writing proficiency exam and 60 credits.

3 Lect Hrs, 3 Credits

MKT 310
Data Analysis for Marketing Management

Familiarizes students with data analysis techniques for marketing decision making. Emphasis is given to secondary data and secondary data processing. The course makes extensive use of computers and commercial software: word processing and graphics programs, spreadsheets, and statistical analysis packages containing data description, bivariate and multivariate models. It also emphasizes report writing and oral presentation skills.

Prerequisites: MKT 301, MSIS 111, and 60 credits.
3 Lect Hrs, 3 Credits

MKT 402
Sales Management

Develops students’ understanding of and skills in managing the personal selling function. The course is divided into three parts: personal selling as part of the organization’s promotional marketing and corporate strategies; self-management and the selling process; and administrative and strategic decisions of the sales manager.

Prerequisites: MKT 301 and 60 credits.
3 Lect Hrs, 3 Credits

MKT 403
Integrated Marketing Communication

Integrated marketing communication (IMC) is a response to communication challenges facing today’s organizations. More encompassing than advertising, IMC weaves together a broad array of traditional and innovative communication tools and techniques in highly coordinated customer-focused programs. In this course students are provided with a thorough exposure to traditional tools and methods of advertising. On this base, the newest concepts and applications of IMC are developed, incorporating channels from the Internet to public relations. Drawing on reading materials, lectures, guest speakers, exercises and projects, participants are expected to understand and create their own IMC strategies.

Prerequisites: MKT 301 and 60 credits.
3 Lect Hrs, 3 Credits

MKT 404
Retailing in the Internet Age

Retailing goods and services to consumers has always taken a wide variety of forms, from the single-unit entrepreneurial enterprise to the shopping mall to the regional or national chain. In recent years shopping on the Internet has been added to the options available to the retail customer. This course covers all aspects of traditional retail marketing from site selection to merchandising policies to evaluation of effectiveness. It pays special attention to the new techniques and strategies required for business to consumer e-commerce and to the challenges presented by the need to integrate e-tailing into existing retail businesses.

Prerequisites: MKT 301 and 60 credits.
3 Lect Hrs, 3 Credits

MKT 405
Web Page Marketing

In a short period of time, use of the Internet for marketing communications and commercial transactions has become commonplace among consumer product and service firms, business-to-business marketers, and nonprofit organizations. Use of the Internet for marketing purposes involves all basic marketing disciplines and adds the important elements of interactivity and tractability. It requires a user-level understanding of the technologies that make the Internet a communications medium and a transactional channel. This course provides the fundamental knowledge and marketing perspective required to successfully incorporate the Internet into the marketing activities of organizations of all types and sizes.

Prerequisites: MKT 301 and 60 credits.
3 Lect Hrs, 3 Credits

MKT 406
Direct Marketing

Direct marketing has wide-spread applications to the marketing of consumer and business-to-business goods and services as well as to not-for-profit marketing. This course identifies the decision elements of direct marketing and covers the specialized techniques and communications media used to plan and implement direct response programs. It makes use of lectures, cases, guest speakers, and field trips.

Prerequisites: MKT 301 and 60 credits.
3 Lect Hrs, 3 Credits

MKT 407
Services Marketing

Examines what differentiates services marketing from the marketing of products. Special attention is focused on the unusually intricate planning and interaction required among the traditional management functions of marketing, operations, human resources, and finance that characterize the marketing of services.

Prerequisites: MKT 301 and 60 credits.
3 Lect Hrs, 3 Credits

MKT 430
International Marketing

Adapts marketing strategy to fit the special requirements of international market structures, as well as differing cultural, political, and legal environments. The course is recommended for students contemplating careers in international business.

Prerequisites: MKT 301 and 60 credits.
3 Lect Hrs, 3 Credits

MKT 478
Special Topics in Marketing

Addresses a specific topic in marketing. Special topics courses are offered as one-time supplements to the department’s curriculum. Descriptions of special topics courses are available during advance registration.

Prerequisites: MKT 301 and 60 credits.
3 Lect Hrs, 3 Credits

MKT 480
Marketing Internship

Provides students with opportunities for full- or part-time work experience in a marketing setting. On-site supervisors and faculty sponsors provide guidance and supervision for each intern.

Prerequisites: 75 credits, of which 21 must be in management core; one concentration course; and minimum 2.5 GPA.
3 Credits

MKT 488
Independent Study

A student-initiated research project on a marketing topic, supervised by a faculty member. The course is open to a limited number of students each semester.

Prerequisites: Permission of instructor and 60 credits.
3 Credits, Hrs by arrangement