Professors: P. R. Murphy, Jr., J. H. Martin (Associate Dean); Associate Professors: S. H. DeFago, M. P. Lynn (Chair), R. T. Grenci; Assistant Professor: T. M. Facca
The Department of Management, Marketing, and Logistics is dedicated to educating and serving its students, the University, and the business community through quality teaching, significant research, and community involvement. The marketing faculty is committed to the development of each student as a knowledgeable, ethical, and confident graduate, prepared for leadership through excellence in his or her educational experience.
Marketing directs the economy’s flow of ideas, goods, and services from producers to consumers, satisfying needs and wants through exchange processes. Marketing involves planning, implementing, and controlling the conception of goods and services, their pricing, promotion, and distribution as an integrated effort to meet the goals of the enterprise. Marketing is a dynamic field, affected by changes in the business environment and increasingly reliant on technology in all aspects of decision making. Marketing faculty strive to provide a broad-based and comprehensive program with courses that reflect current issues and applications.
Career opportunities in marketing include product/brand management, marketing research, personal selling, sales management, advertising, sales promotion, sales/marketing analysis, customer relationship management, and e-commerce. There are expanding opportunities in service industries and nonprofit organizations. Essential for success in any of these areas are persuasive skills of communication, creative and analytical skills for developing a market plan, confidence with a variety of technology applications, and cultivating the ability to adapt to a changing environment while working to satisfy the needs of consumers.
Major in Marketing:A total of 63-66 credit hours as described below.
Business Core: 39-42 credit hours, including MN 461.
Major Courses: 24 credit hours. MK 308, or equivalent course approved by the marketing faculty; MK 302, MK 402, MK 495; and four courses chosen from the following: LG 328, LG 440; MK 341, MK 361, MK 370, MK 405, MK 410, MK 433, MK 441, MK 470, MK 491, and MK 498. MK 402 and MK 495 are to be taken in the senior year. Additionally, because the legal aspects of business influence many marketing activities, marketing majors are encouraged to consider MN 463 as a supplementary part of their business education.
121. MARKETING: CREATIVITY & INNOVATION 1 cr. Prerequisite: freshman or sophomore standing only. A preliminary taste of what marketing is all about, and a glimpse of what marketers do. Instead of the concepts and theories presented in Principles of Marketing, this highly interactive class explores two of the hallmarks of successful market-driven companies—creativity and innovation.
301. MARKETING PRINCIPLES 3 cr. Prerequisites: EC 201-202; prerequisite or corequisite: AC 202 or AC 211. Introduction to the field of marketing, including its economic, social, and legal environment. Buyer motivation and behavior in both consumer and industrial markets. Topics include distribution, pricing, promotion, product decisions and strategies, marketing in an international environment, and management of ethical problems.
302. CONSUMER BEHAVIOR 3 cr. Prerequisite: MK 301; prerequisite or corequisite: MN 325. Study of the consumer behavior process, including topics such as information search, perception, memory and learning, attitudes, consumer decision strategies, environmental influences, purchase behavior, and post-purchase product evaluation. Emphasis is on these processes as they influence the marketing process. Offered spring semester only; should be taken in junior year.
308. DATABASE REPORTING 3 cr. Prerequisites: MK 301; BI 200. Examines the nature of database technology in marketing. Students will learn to use database query, summarization, and reporting tools for specific marketing situations. Includes coverage of relational database design and structuring queries to maximize the information value of marketing data.
341. ADVERTISING 3 cr. Prerequisite: MK 301. Economic and social role of advertising. Place of the advertising department and agency. Selection and use of media and special service groups. Creation of advertising campaigns and strategies. Offered fall semester only.
361. MULTINATIONAL MARKETING 3 cr. Prerequisite: MK 301. Principles and practices in the marketing of goods and services across international borders or in foreign countries. Special emphasis on adaptation of the marketing mix to other cultures, including their legal, social, technological, economic, and financial environment.
370. DESIGN FOR MARKETING 3 cr. Prerequisite: MK 301. Examines the evolving role of graphics and design in the marketing process. Hands-on experience using the latest industry-leading software tools such as Photoshop. Special emphasis on the creation of real-world, portfolio-quality projects for print, video, the Web, and other marketing channels.
402. MARKET ANALYSIS 3 cr. Prerequisites: MK 301; AC 202 or AC 211; EC 208 or MT 123 or equivalent second semester of statistics; senior standing recommended. Examination of the information necessary to understand the nature of a firm’s performance in its markets. Topics include statistical analysis of market information; profitability analysis; forecasting methods; analysis of marketing metrics such as sales, customer buying behavior, market potential, competitors, channel performance, new product performance, positioning, segmentation, and the marketing mix.
405. SEMINAR IN MARKETING 3 cr. Prerequisite: MK 301 or as announced. Study of contemporary issues in marketing not covered in depth in other departmental courses. Specific topic, method of presentation, and requirements designated by the seminar leader.
410. ISSUES IN MARKETING STRATEGY 3 cr. Prerequisites: MK 301; BI 107 or competency waiver for Spreadsheet Applications. Seminar-style exploration of advanced issues in developing marketing strategy. A variety of strategy tools are used to create and plan market innovations. Topics include methods of idea generation, strategy development, brand development, planning and implementation of an innovation, and the development of quantitative models for forecasting future performance.
433. PROFESSIONAL SELLING 3 cr. Prerequisite: MK 301. Role of personal selling in the organization’s marketing mix with emphasis on customer problem solving and persuasive communication. Quantitative analysis, including sales and market potentials, sales forecasting, quotas, territory determination, and evaluation.
441. ADVERTISING SEMINAR 3 cr. Prerequisite: MK 341 or MK 370 or MK 405 or CO 315 or permission of chair. Students in this course form the John Carroll Collegiate Chapter of the American Advertising Federation and participate in the National Student Advertising Competition. Concludes with a formal presentation at the NSAC District 5 competition against participating chapters from Ohio, West Virginia, and Kentucky.
470. INTERNET MARKETING 3 cr. Prerequisite: MK 301. Focuses on understanding the Internet as a source of business in consumer and business-to-business markets. Examines website development strategies and the relationship-building aspects of the web.
491. MARKETING RESEARCH 3 cr. Prerequisites: MK 301; EC 208 or MT 123 or equivalent second semester of statistics. Study of survey, experimental, and field research design and practice. Collection, interpretation, and presentation of data from original and secondary sources. Application of statistical tests and methods for hypothesis testing.
495. MARKETING MANAGEMENT 3 cr. Prerequisites: MK 301, one other marketing course, and senior standing. Management of marketing in business enterprises. Marketing research and planning, product planning, channel policies, promotion, and pricing.
498. INDEPENDENT STUDY 1-3 cr. Prerequisites: 3.0 average in marketing, and permission of chair and faculty member. Research project supervised by a member of the department willing to act as advisor. The student selects an aspect of marketing, establishes goals, and develops a plan of study. The plan must be approved by the chair and filed with the dean’s office. Consult the chair for departmental guidelines established for such study.