8: McIntire School of Commerce

General Information | Academic Requirements | Course Descriptions | Faculty

Accounting | Finance | International Business | Management
Management Information Systems | Marketing | Taxation and Law
Commerce Interdisciplinary Courses | Independent Study

Marketing

COMM 350 - (3) (IR)
Marketing Elective

Prerequisites: ECON 201, 202

COMM 351 - (3) (Y, SS)
Fundamentals of Marketing

Prerequisite: ECON 201, 202
The study of the business and behavioral activities involved in marketing goods and services in both profit and not-for-profit enterprises. Examination and analysis of marketing activities from the planning level to the consumption level. Emphasis on concepts which facilitate an understanding of client behavior, marketing practices, environmental factors, ethical issues, and global relationships in marketing.

COMM 352 - (3) (IR)
Marketing Management

Prerequisite: COMM 351
Identifying issues and defining problems, with emphasis on planning and decision-making processes in marketing. Business applications, case analyses, and computer simulations used to demonstrate organizational decision-making by marketing management.

COMM 353 - (3) (Y)
Marketing Information Analysis

Prerequisite: COMM 351
The first course in the marketing concentration. Designed to develop fundamental marketing decision making skills requisite for any marketing related profession. Provides exposure to emerging and traditional practices in marketing information generation, dissemination and interpretation. Focuses on the interpretation of secondary and primary data, written and oral communication of analyses, and techniques for problem solving and contingency anticipation.

COMM 450 - (3) (IR)
Product Strategy and Management

Prerequisite: COMM 351, COMM 353 or permission of instructor
Examines the key concepts and issues pertaining to the product strategy element of the marketing mix. New product development, product management, and product portfolio assessment are among topics to be examined.

COMM 451 - (3) (Y)
International Marketing

Prerequisite: COMM 351, COMM 353, COMM 384, or permission of instructor
Examination of marketing managerial processes in a global context. Analysis of the impact of international economics, culture and nationalistic governmental policies, regional trade alliances, and the World Trade Organization and other multilateral entities on trade patterns and marketing decision-making in global firms.

COMM 452 - (3) (IR)
Services Marketing

Prerequisite: COMM 351, COMM 353 or permission of instructor
Examines the distinctive approaches to marketing strategy, both in development and execution, employed by service industries. Concepts illustrated using cases and analyses of specific industries.

COMM 453 - (3) (IR)
Marketing Research

Prerequisite: COMM 351, COMM 353, or permission of instructor
Examines the methods and techniques used in conducting research, and the use of such information in managerial decision making. Students use real world examples and applications to develop a research proposal.

COMM 454 - (3) (Y)
Marketing Analysis

Prerequisite: COMM 351, COMM 353, or permission of instructor
The second course in marketing research. Focus is on the analytical and statistical analysis necessary for understanding primary and secondary research. Covers univariate, bivariate, and multivariate techniques.

COMM 455 - (3) (Y)
Strategic Marketing Planning

Prerequisite: COMM 351, COMM 353, or permission of instructor
A capstone course in marketing with emphasis on planning at the marketing management level of the organization. Key concepts and issues that impact planning decisions are examined, such as analysis of the marketing environment, formulation of strategies, and development, implementation, and control of the marketing program. A comprehensive marketing plan is developed as an integrating mechanism in the studentís marketing curriculum. Other integrative methods may include case exercises, Internet applications, planning/strategy projects, and computer simulations.

COMM 456 - (3) (IR)
Topics in Marketing

Prerequisite: COMM 351, COMM 353 or permission of instructor
Seminar on issues currently drawing attention in the marketing literature and the business community which effect marketing management.

COMM 457 - (3) (IR)
Promotional Aspects of Marketing

Prerequisite: COMM 351, COMM 353, or permission of instructor
The planning, organizing, implementing and controlling of persuasive communication, including analysis of such topics as the communication process, advertising, publicity, and public relations. Examination of the agency relationship and the use of research in advertising decisions.

COMM 458 - (3) (IR)
Consumer Behavior and Marketing Strategy

Prerequisite: COMM 351, COMM 353, or permission of instructor
Focuses on the consumer: how she or he makes decisions, influences others in his or her decision-making, and is influenced by others. Coverage emcompasses many different aspects of consumer behavior such as decision-making processes, individual differences, psychological processes, and environmental influences. Emphasizes the value of understanding consumer processes in the development of marketing strategy.

COMM 459 - (3) (IR)
Sales Management

Prerequisite: COMM 351, COMM 353, or permission of instructor
Examines the concept describing the functions of the position of the sales manager in contemporary interorganizational systems. Sales organization, deployment, action, training, legal and ethical considerations, compensation, and evaluating and motivating a sales force are studied.


Continue to: Taxation and Law
Return to: Chapter 8 Index