Marketing

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Shyam Lodha
CHAIRPERSON
School of Business, Room 108
(203) 392-5880 – Fax (203) 392-5463
lodhas1@SouthernCT.edu
Department Secretary: Debra Amendola
(203) 392-5435

Robert Forbus, Associate Professor
Medhi Hossain, Assistant Professor
Richard Kustin, Professor
Lynn Kwak, Associate Professor
Shyam Lodha, Professor
Melvin Prince, Professor

CONCENTRATION IN MARKETING

The marketing concentration prepares students for entry- level, middle, and senior management positions in marketing as well as preparation for graduate study. It includes a strong basic understanding of business, concentrated knowledge of marketing theory and its technological applications, and a degree of specialized expertise in one or more specific functional marketing areas. Topics studied include advertising, product development, market identification, consumer research, retailing, sales, industrial marketing, marketing management, and marketing strategy.

MKT 200 - Principles of Marketing

The fundamental functions of marketing in a free enterprise system: development of product, price, place, and promotion policies in relation to buyer behavior, market segmentation, and marketing information systems.

Prerequisite(s): Sophomore status.

3 credit(s).

Last Term Offered: Fall 2016

MKT 321 - Consumer Behavior

The internal and external forces that affect the consumer’s buying decisions: perceptions, attitudes, learning, personality, motivation, family, group and individual influences, and culture.

Prerequisite(s): MKT 200.

3 credit(s).

Last Term Offered: Fall 2016

MKT 325 - Marketing Research

An examination of the nature, scope, fundamentals, and application of marketing research as an essential tool in the marketing manager's problem solving and decision making process. Computer lab focuses on the use of statistical software for data analysis and presentation.

Prerequisite(s): ECO 221 and MKT 200.

3 credit(s).

Last Term Offered: Fall 2016

MKT 327 - Marketing Management

The analysis, planning, and control of the marketing effort, with emphasis on the planning and implementation of marketing strategy.

Prerequisite(s): MKT 200.

3 credit(s).

Last Term Offered: Fall 2016

MKT 330 - Retail Management

Retailing provides the classic “place” component for the exchange process in many traditional marketing transactions. This course may be viewed from both the supply side and from a demand or consumer-oriented perspective. Both views are developed with the objective of providing a balanced understanding to the student. In addition the evolution of retailing institutions with a global perspective is also provided in order to better acquaint the student with this dynamic and creative segment of the global economy.

Prerequisite(s): MKT 200.

3 credit(s).

Last Term Offered: Spring 2016

MKT 331 - Principles of Advertising

The role and functions of advertising in a free enterprise system. The selection and development of advertising campaigns and their economic, social, and legal impacts. Students develop and present an original, team-created advertising campaign.

Prerequisite(s): MKT 200.

3 credit(s).

Last Term Offered: Fall 2016

MKT 332 - Marketing Communication

The design, management, and evaluation of a marketing communications program: publicity and public relations, personal selling, sales promotion, advertising, and the influence of product, price, and distribution on marketing communications decisions.

Prerequisite(s): MKT 200.

3 credit(s).

Last Term Offered: Summer 2016

MKT 334 - Professional Selling

The principles of selling while concentrating on a sales operating system that emphasizes the need for setting sound sales strategies and practicing good sale tactics.

Prerequisite(s): MKT 200.

3 credit(s).

Last Term Offered: Fall 2016

MKT 335 - Business to Business Marketing

The industrial marketing system: characteristics that differentiate industrial from consumer marketing; nature of industrial demand; buyer behavior; industrial marketing research; sales and strategy.

Prerequisite(s): MKT 200.

3 credit(s).

Last Term Offered: Spring 2016

MKT 336 - Sales Management

Study of sales management function: its importance to the organization; ways of organizing the sales activity so as to maximize revenue generation; a basic understanding of the techniques of sales presentation, sales planning, and market and sales forecasting; examination of the relevant issues associated with recruiting, hiring, sales forecasting; examination of the relevant issues associated with recruiting, hiring, motivating, and compensating the sales force. Emphasis on managerial function.

Prerequisite(s): MKT 200.

3 credit(s).

Last Term Offered: Fall 2016

MKT 338 - Services Marketing

Examination of marketing in service industries, with particular emphasis on the unique aspects of service marketing, the services marketing mix, and the implementation of service strategy.

Prerequisite(s): MKT 200.

3 credit(s).

Last Term Offered: Fall 2016

MKT 350 - Product and Market Planning

Comprehensive study of the techniques of product planning and development. Team approach to product idea generation, concept development, technical and economic screening, and product concept testing and commercialization, including the development of a marketing plan.

Prerequisite(s): MKT 200.

3 credit(s).

Last Term Offered: Fall 2016

MKT 420 - Global Marketing

The foreign environment as it affects international marketing strategies, the importance of international marketing to American business, and the application of marketing principles to foreign markets.

Prerequisite(s): MKT 200.

3 credit(s).

Last Term Offered: Fall 2016

MKT 450 - Strategic Marketing

Strategic marketing is used to develop the functions of marketing management in organizations and stresses the integration of product, consumer, research, distribution, budget and promotional development into a structure amenable for today’s global firm. Emphasis is on strategic market planning and decision-making and the use of financial and analytical methods for the decision-maker. Case analysis is used to illustrate marketplace decisions and students are expected to produce a comprehensive research paper.

Prerequisite(s): MKT 321, 6 additional credits in MKT, and senior status.

3 credit(s).

Last Term Offered: Fall 2016

MKT 497 - Internship

A supervised internship in business or government with the application of marketing to problems of enterprise administration Bi-weekly reporting to the faculty supervisor required.

Prerequisite(s): Senior status and departmental permission.

1 to 3 credit(s).

Last Term Offered: Summer 2016

MKT 499 - Independent Study

Research of a high quality, meeting the standards of the department faculty director.

Prerequisite(s): Senior status and departmental permission.

3 credit(s).

Last Term Offered: Summer 2016