7.6.12 MARKETING (MKT)
Department Head: Professor
David Mothersbaugh, Office: 109 Alston Hall
MKT 300 or its equivalent is a prerequisite for all 400-level
courses; MKT 518 or its equivalent is a prerequisite for all 500-
and 600-level courses.
MKT 510 Product Design and Management. Three hours.
An intensive investigation of the process of new product
development, including its role in the organization, analysis of
market opportunities, creative idea generation, concept screening,
design, forecasting, manufacturing, and launch. Teaching emphasis is
on processes, tools, and techniques. A group project provides
real-world product development experience.
MKT 511 Supply Chain Management. Three hours.
Prerequisite: MKT 518 or equivalent.
MKT 511 is a graduate (master's) level counterpart to
MKT 411 Supply
Chain Management. Its focus is on providing a managerial perspective
of best practice supply chain management. The course encompasses the
collaborative strategies and planning processes needed to build and
manage supply chains for systemic effectiveness and efficiency. It
will be offered coterminously with MKT 411 during each spring
semester. The target students for MKT 511 are
marketing concentrations and master of arts (MA) and master of
science (MSC) students in marketing. Graduate students in other
degree programs may also enroll as an elective for graduate credit.
MKT 518 Marketing Management and Decision
Making. Three hours.
Prerequisite: Admission to the MBA program.
A combination of lectures and cases is used to examine and analyze
the marketing process. Emphasis is on decision making: the
refinement of skills needed to recognize and solve marketing
problems, and to effectively communicate recommendations both within
and without the organization. The following components of the
marketing mix are examined: product management, pricing, promotion,
personal selling, buyer behavior, marketing channels, distribution,
MKT 519 Survey of Marketing. Three hours.
Same as MKT 518 for non-MBA students.
MKT 521 Seminar in Retailing Management. Three hours.
A critical, decision-oriented seminar on the issues involved in
retailing management. The focus is on current readings, case
analyses, and guest speakers.
MKT 522 Strategic Logistics Management. Three hours.
Prerequisite: Permission of the instructor.
A study of the role of logistics in national and multinational
business. Logistics-system elements and their interrelationships are
reviewed, including trade-offs. A variety of analytical tools and
techniques for solving logistical problems is presented, and the use
of customer service to achieve differential advantage in the
marketplace is explored. Students use case analyses, actual industry
studies, and computer simulations to create practical solutions.
MKT 528 (MBA)
Measuring Marketing Effectiveness. Three hours.
Tools and techniques of managing and measuring marketing activities
are examined. Topics include contribution and segmental analysis;
planning, budgeting, and controlling components in the marketing
mix; monitoring product/customer market performance; developing
analytical databases; and financial measurement techniques such as
ROI, net present value, forward buying, and inventory carrying
costs. Students use a computer-based decision support system (DSS)
to analyze many concepts taught in this course.
MKT 530 Advanced Marketing Analysis. Three hours.
This course for Master of Science in Marketing and second-year MBA students concerns the generation of marketing research
results to help make marketing decisions. The course is designed to
complement and build on the skills acquired in Marketing 518, the
Survey of Marketing course. The core of Marketing 530 is
decision-relevant data—planning its acquisition, getting it from a
variety of internal, secondary, and primary sources, analyzing it,
and using it as the basis of decisions. The course also provides
students with marketing analytics-centered skills (ANOVA,
regression, factor, and cluster analysis). Knowledge developed in
the courses can be applied in the fields of market management,
product management, and project management. This course also helps
prepare students to successfully complete team-based projects
(Marketing 581) in the spring semester.
MKT 531 Services Marketing. Three hours.
An examination of how service firms achieve and maintain marketing
MKT 538 Sales Management. Three hours.
The purpose of the course is to familiarize students with the
problems and tasks faced by sales managers, to present principles
and applications of effective sales management, and to develop
students' ability to critically analyze and provide solutions to
problems of sales management.
MKT 544 Promotional Strategy Management. Three hours.
An analysis of the promotion mix and how it can be utilized to
achieve managerial objectives.
MKT 555 Global Marketing Management. Three hours. (same as
The objective of this course is to investigate the effects of
cultural similarities and differences on marketing practices
worldwide. Also examined are the effects of market idiosyncrasies on
globally oriented product, promotion, pricing, and distribution
MKT 581 Project Management in Marketing. Three hours.
Prerequisite: MKT 530.
This course is devoted entirely to the completion of real-world
marketing projects for specific organizational clients. Teams are
created based on skills and interests as well as the needs of the
clients. The scope of each project is determined by the needs of the
client, but it typically is based in decision-making insights from
marketing research and involves one or more of such
marketing-oriented tasks as:
market segmentation and target marketing activities associated with
a proposed new product, service, or strategic initiative;
the gathering and application of marketing research pertinent to an
important GO/NO GO decision by the firm;
gauging specific reaction from the potential customer market
regarding a proposed new initiative by the client;
evaluating the potential competitive advantage of a strategic or
tactical move by the firm;
creation of and implementation of a plan for research, promotion,
launch, pricing, and/or distribution for some aspect of the firm’s
This course is unique. It allows students to use the skills and
knowledge that they have acquired in graduate marketing courses as
well as build new skills in marketing analysis, project management,
client relationship building/maintenance skills, communications,
decision-making, and leadership.
MKT 591 Independent Study in Marketing. Three hours.
MKT 592 Internship in Marketing. Three hours.
MKT 597 Special Topics in Marketing. Variable credit.
MKT 598 Research Methods I. Three hours.
A course that provides the student with an understanding of the
principles, tools, and techniques of research in the fields of human
resources management and marketing.
MKT 599 Thesis Supervision. Variable credit.
MKT 613 Behavioral Theory and Qualitative Methodology. Three hours.
This course focuses on the use of qualitative methodology as a way
to ground theory, in combination with a focus on the application of
consumer psychological and behavioral topics in such contexts as
services, retailing, shopping, and relationship marketing. Offered
spring semester, every other year.
MKT 627 Inter-Organizational Systems. Three hours.
An examination of inter-organizational distribution systems
stressing the evolution of channel theory. Theoretical explanations
of structural dynamics and the analysis of channel behavioral
constructs (e.g., channel power, conflict, and leadership) are
stressed. Offered every other year.
MKT 661 History of Marketing Thought. Three hours.
The study of the development of marketing ideas, concepts, and
theories from 1900 to the present. The influence and contribution of
individuals to marketing concepts will be stressed. Offered
according to demand.
MKT 674 Measurement and Structural Equation Modeling. Three hours.
Prerequisite: ST 550.
A course that covers measurement theory and how it is applied in
scientific research. Students learn to construct effective
questionnaires, to develop psychometrically-sound measures of
constructs, and to assess measure reliability and validity.
Quantitative methods, including exploratory factor analysis,
confirmatory factor analysis, and structural equation modeling, are
emphasized. Offered fall semester.
MKT 679 Theory Development and Testing. Three
Prerequisites: MKT 674,
ST 550, and
The course presents the causal models approach to theory
construction. Emphasis is given to integrating verbal approaches to
theory building with the construction of simultaneous equation
mathematical models with causal interpretations. Offered fall
MKT 685 Theory of Market Development. Three hours.
Prerequisite: MKT 518 or equivalent.
A study of the spatial and temporal dimensions of marketing
activity, including a study of the location and development of
markets, extent and shape of market areas, models of the location
process, consumer spatial behavior, and probabilistic choice
MKT 688 Survey of Marketing. Three hours.
Prerequisites: MKT 518.
This course surveys several marketing topics. These include some
data analysis tools, such as discriminant analysis, cluster
analysis, perceptual mapping, and conjoint analysis; an introduction
to some substantiative topics, such as segmentation, new product
diffusion, supply chain management, and attitude-to-the-ad; plus a
brief overview of some selected marketing modeling topics. Offered
fall semester, every other year.
MKT 690 Behavioral Theory and Methodology. Three hours.
This course begins with an examination of theory and theory
development. It then follows with a consideration of various
methodological approaches, with a heavy focus on experimental
design. Finally, throughout, substantive behavioral and marketing
topics are considered in detail, including attitudes and persuasion,
advertising and branding effects, judgment and decision making, and
the role of affect and emotions. Offered fall semester, every other
MKT 691 Graduate Seminars in Marketing: Marketing Strategy. Three
Prerequisite: MKT 518 or equivalent.
Through the reading of this course, we will explore in depth several
specific areas that are informed by strategic marketing thought. We
will not only trace the development of theory in marketing strategy,
but chart several courses for future research.
MKT 698 Research in Marketing. Three hours.
MKT 699 Dissertation Supervision. Variable credit. Three-hour