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Business Administration

• General Requirements
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• Marketing

Marketing

Kevin P. Gwinner, Head

Professor Andrus; Associate Professors Gwinner and Janda; Assistant Professors Hernandez, Lee, McFarland, Suh, and Whang; Instructors Crow, Fallin, Lehman, and Martin.

www.cba.ksu.edu/departments/marketing

Study in marketing covers such areas as consumer behavior, marketing channels, marketing research, international marketing, retailing, professional selling, sales management, services marketing, business marketing, sports marketing, electronic marketing, and marketing management. This background provides individuals with excellent opportunities for rapid advancement in professional marketing positions in organizations. Dual degree and dual major programs combining marketing with other fields may be arranged by consulting the Department of Marketing.

Requirements for major

Humanities, natural, quantitative, or social sciences below qualify for restricted electives.

Humanities—See BAPP requirements in this college section.

Natural science—See BAPP requirements in this college section.

Quantitative—All courses in the computing and information sciences department numbered 300 and above; MATH 221 or 222; all statistics courses numbered 500 and above.

Social science—All courses in anthropology, political science, psychology, sociology, and economics, except those used as BAPP requirements or economics electives; all courses in geography, except those listed as natural sciences; DEN 450 Impact of Engineering Technology on Society; ENVD510 Places and People; FSHS 110 Introduction to Human Development; FSHS 350 Family Relationships and Sex Roles.

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Agribusiness option

Marketing majors interested in agriculture may take an option in agribusiness. Students choosing the agribusiness option complete all requirements for the marketing major plus hours in agribusiness.

Requirements for agribusiness option

Complete the BAPP program with one exception: natural science requirements—8 credit hours; BIOL 198 Principles of Biology (4 hours) and CHM 110 General Chemistry (3 hours) and CHM 111 General Chemistry Lab (1 hour)

Select additional courses from agribusiness electives and agricultural sciences and/or product technology electives to total 16 credit hours.

Marketing courses

MKTG 400. Marketing. (3) I, II, S. A general study of marketing principles which lead to the development of marketing strategy. A review of environmental influences and key analytical tools used in formulating marketing plans. Product or service design, distribution, pricing, and promotional programs. Pr.: ECON 110 and 120, junior standing.

MKTG 450. Consumer Behavior. (3) I, II, S. An examination of consumer motives, attitudes, and decision processes as these relate to product imagery and purchase symbolism. The sociological and psychological foundations of marketplace choice are analyzed, including life-style, social status, age, income, taste, habit, custom, fashion, self-concept, and opinion influences. Pr.: MKTG 400.

MKTG 495. Marketing Internship. (3) S. Eight weeks of applied marketing business experience designed to coordinate the interests of students and firms. Pr.: FINAN 450, MANGT 420, MKTG 400, junior standing, and consent of instructor.

MKTG 498. Independent Study in Marketing. (Var.) I, II, S. Selected topics in marketing. Pr.: Consent of department head.

MKTG 541. Retailing. (3) I, II. This course is designed to introduce the student to the role retailing performs in the distribution of consumer goods and services. This course will survey the retailing environment and incorporate strategic planning from the management point of view; study of retail policies and organizations, merchandise control, personnel management, retail accounting, and expense control. Pr.: MKTG 450.

MKTG 542. Professional Selling and Sales Management. (3) I, II. Focuses on interpersonal communications between buyers and sellers, both oral and written. The mechanics and intricacies of personal sales presentations, which will be developed through practice. Management of the sales force in nonretail settings including hiring, training, organizing, motivating, supervising, and evaluating sales representatives and techniques of sales forecasting. Pr.: MKTG 400.

MKTG 543. Integrated Marketing Communications. (3) I, II. Focuses on the management of promotional programs which include elements of advertising, personal selling, sales promotion, and public relations. Includes a review of concepts from economics, behavioral sciences, and mathematics which play a role in creating, executing, and evaluating promotional programs. Pr.: MKTG 450.

MKTG 544. International Marketing. (3) I, II, S. This course deals with the problems and perspectives of marketing across national boundaries. It also focuses on the tools and practices for structuring and controlling marketing programs related to overseas business. Emphasis is on the management of marketing functions in global context. Topics include international trade organizations, international economic factors, foreign business customs, and the international marketing mix. Pr.: MKTG 400.

MKTG 545. Marketing Channels. (3) I. Study of the quantitative and qualitative factors involved in selecting, developing, managing, and controlling marketing channels of distribution. Includes decision models from industrial marketers through purchasing units. Pr.: MKTG 400.

MKTG 546. Services Marketing. (3) I, II. An analysis of the unique marketing challenges faced by service organizations. Major topics include the unique characteristics of services, creating, and positioning a service in the marketplace, distributing, promoting, and pricing services. An evaluation of marketing strategies from the perspective of a service firm. Pr.: MKTG 400.

MKTG 547. International Business. (3) On sufficient demand. This course provides students with an appreciation of the opportunities and unique challenges in international business, an understanding of the strategic and operational options available to an international firm, and managerial decision making abilities required to be successful abroad. The course examines strategic and operational issues in management, marketing, accounting, and finance from an international perspective. Pr.: MKTG 400, ACCTG 241, MANGT 420, FINAN 450.

MKTG 550. Business Marketing. (3) I. A study of the nature of the industrial marketplace, concentrating on those aspects that differentiate it from the consumer markets. The major topics are analysis of market needs, market segments, organizational buying behavior, purchasing agent functions and activities, marketing strategy and mix for institutional customers, not-for-profit and services marketing, and buyer/seller relations. Pr.: MKTG 400.

MKTG 630. Sports Marketing. (3) S. This course provides students with the opportunity to study the nature and scope of marketing a sports franchise as well as marketing traditional products or services with the assistance of sports figures. Topics include sports franchise promotion, sports identification, consumer loyalty to a team, and consumer loyalty to participation sports. Pr.: MKTG 400.

MKTG 635. Electronic Marketing. (3) S. This course is designed to provide students with the awareness and understanding of how Internet and web-based technologies can be utilized to create effective marketing programs. Major topics will include new product development, brand building, promotion, pricing, and distribution in an electronic commerce context. Pr.: MKTG 400.

MKTG 642. Marketing Research. (3) I, II. Designed to acquaint the student with the marketing research literature, concepts, methods, and techniques. The emphasis in this course is on how to actually conceptualize and conduct a marketing research project as well as use research as an aid for marketing management decisions. Topics include the marketing research industry, defining the marketing research problem, research design formulation, data collection, data preparation and analysis, communicating the research project, and international and ethical dimensions of marketing research. Pr.: STAT 351, CIS 101, CIS 102, CIS 103, and MKTG 450.

MKTG 690. Marketing Management. (3) I, II, S. Analysis of marketing situations which lead to appropriate management of the marketing program's objectives. Capstone course integrates knowledge of marketing and other business management principles into marketing strategy, development, implementation, and control. Pr.: MKTG 642 or conc. enrollment; admitted to CBA degree track.