King's College - Marketing

Course Descriptions

Course Descriptions

MSB 210 — Principles of Marketing (3)
An introduction to the field of marketing with particular emphasis on how companies develop marketing programs that are responsive to consumers’ needs and wants for products and services. Prerequisite: CIS 110.

MKT 315 — Consumer Behavior (3)
A study of why consumers buy and how consumer behavior affects marketing strategy formulation. Topics include the individual (perceptions, needs, motives, personality, learning, and attitudes), group interactions, and applications to selected areas of the marketing mix (product, price, and advertising). Prerequisite: MSB 210.

MKT 320 — Retail Management (3)
The management of retail stores. Topics include consumer behavior, location, layout, personnel management, merchandise management, customer services, and financial control. Prerequisites: MKT 315 and MSB 210.

MKT 325 — Public Relations (3)
A survey of the importance of public relations in both the profi t and non-profit sectors of the economy. The goals and methods of communication between a firm or institution and its publics such as customers, consumers, employees, stockholders, alumni, suppliers, and community are studied. Prerequisite: MSB 210.

MKT 330 — Selling Strategies (3)
A study of the role of personal selling in the promotional mix with an emphasis on the duties, responsibilities, and qualifications of sales representatives at the industrial level. Through role playing, students are required to apply the necessary steps involved in the selling process to a hypothetical sales presentation and demonstration. Prerequisite: MSB 210.

MKT 350 — Principles of Advertising (3)
The relation of advertising to modern business organizations and its role in the marketing field. Planning advertising, examination of various media, creating and managing advertising are included. Prerequisite: MSB 210.

MKT 360 — Strategic Advertising Campaigns (3)
Theory and application of creativity and strategy in an advertising campaign. All aspects of a campaign presentation are covered. Prerequisite: MKT 350 and MSB 210.

MKT 385 — Global Supply Chain Management (3)
Global supply chain management involves development of the chain of supply, not merely from one level in a channel of distribution to that above it (i.e., from retailer to manufacturer), but rather involving examination of a channel up to producers of raw materials, to insure the efficacy, and increasingly, the ethics of said channel. While the course would focus on the supply chain issues facing businesses, discussion could include the ultimate consumers as they begin to question human rights issues surrounding the production of the products they buy, as well as the environmental impact of said products. As it is increasingly difficult to construct a supply chain which involves purely domestic entities this course takes a global perspective. Prerequisites: MSB 200 and MSB 210.

MKT 390 — International Marketing (3)
Introduction to multi-national marketing, with emphasis on: International competition; distribution systems; pricing and credit policies; promotional methods to include advertising; trade barriers; trade agreements; and the political, legal, cultural, ethical, and technological backgrounds. Prerequisites: MSB 210.

MKT 450 — Marketing Research (3)
The methodology of marketing research. Topics include problem formulation, determination of information sources, research design, data collection methods, sampling techniques, data collection, and analysis and interpretation of the data. Prerequisites: ECON 221, MKT 315 and MSB 210.

MKT 480 — Marketing Management (3)
A study of marketing problems of the firm through case studies. Emphasis is placed on the identification of problems and the choosing of appropriate alternative solutions. Senior status required. Prerequisites: ECON 221, MKT 315, MKT 450 and MSB 210.

MKT 490 — Independent Study in Marketing (3)
Advanced projects in a specialized area of Marketing under the supervision of a faculty member in the Marketing department. Senior status required; open to juniors with permission of department chairperson.

MKT 491 — Special Topics in Marketing (3)
Topics selected from contemporary Marketing issues which may be offered from time to time to meet the need of the students. Prerequisites may be required based upon the content of the course.

MKT 499 — Marketing Internship (3-6)
An option for junior and senior majors to gain practical related experience in the field.

Regular sessions with a faculty coordinator required. A minimum G.P.A. of 2.50 is required.

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