College of Business Administration

Department Chair: Gwen Achenreiner

316 Wimberly Hall, 608.785.8118


Professors: Achenreiner, Brokaw, Finch;

Assistant Professors: McDermott, McManus, White;

Lecturers: Chilsen, Sethi, Whitewater


Students in the College of Business Administration must also complete the college core requirements (36 credits in the common core).


Marketing Major

(College of Business Administration) — 24 credits – MKT 341, 362, 365, 367, 370, 386, 415, 479.


300/400 level marketing courses are open only to those students who have been admitted to the business program and students in business-related programs for which such a course is specifically required.  Exceptions to this policy may be made only by the College of Business Administration dean.


MKT       309          Cr. 3

Principles of Marketing

An introduction to the study of marketing in business and other organizations. Topics include: the marketing environment, marketing strategies and decision-making, marketing ethics and the international dimension of marketing strategy. Prerequisites: ECO 110 and junior standing or admission to the business program. Offered Fall, Winter, Spring, Summer.


MKT       341          Cr. 3

International Marketing

An analysis of worldwide marketing opportunities through a consideration of political, legal, economic, and cultural factors in the international context. Prerequisite: MKT 309. (Not open for credit to students who are enrolled in or have completed MKT 745). Offered Fall, Spring. 


MKT       362          Cr. 3

Buyer Behavior

This course examines basic concepts related to understanding buyer behavior. Topics include information processing, perception, and decision making. Also examines individual and socio-cultural variables which influence buyer behavior. Prerequisite: MKT 309. Offered Fall, Spring. 


MKT       365          Cr. 3

Promotions and Advertising Management

Introduces the various forms and tools of Marketing Promotion. Includes an analysis of promotional activities in the development of whole marketing plans. Develops student understanding of the role of promotion and the integrated nature of marketing planning. Details the nature and process of developing advertising campaigns as a part of the promotional mix. Examines advertising research, media planning, budgeting, creative activities, and ethical considerations. Prerequisite: MKT 309. Offered Fall, Spring. 


MKT       367          Cr. 3

Market Research

This course examines the research techniques commonly used to examine buyer behavior, including secondary data, surveys, and focus groups. Topics also include an analysis of research design methods, and the application of research to marketing decision making. Prerequisites: MKT 309 and BUS 230. Offered Fall, Spring. 


MKT       370          Cr. 3

Professional Selling and Sales Management

Introduction to selling and sales management as a part of marketing activity and as a professional business process. Includes: identification of sales prospects; determination of client needs; after-sales customer support; legal and ethical obligations of sales professionals; development of oral and written communications for selling; analysis of organizational structure; sales forecasting methods for product, territory and personal sales goals; selection, training, and compensation of sales professionals. Prerequisite: MKT 309. Offered Fall, Spring.  


MKT       386          Cr. 3

Industrial Marketing and Transportation

Business-to-business marketing issues are explored and the relationships among competitors, customers, and collaborators are investigated. Covers the roles of members of the value chain and channels of distribution. Strategic overview of the role of global transportation management, as well as tactical control issues for the entire logistics supply chain are covered. Prerequisite: MKT 309. Offered Fall, Spring. 


MKT       400          Cr. 1-3

Marketing Forum

Emphasis will be on examination and study of current management and marketing issues. Topics will vary from semester to semester. Prerequisite: consent of instructor. Repeatable for credit — maximum six. Offered occasionally.


MKT       415          Cr. 3

Senior Seminar

The planning, development, and implementation of an individual research project in marketing. Students will develop and produce a project report related to their marketing studies and career goals. Prerequisites: MKT 362 and 367. To be taken concurrently with MKT 479 in the student’s semester of graduation. Offered Fall, Spring. 


MKT       440          Cr. 3

Comparative Marketing Systems

A comparative marketing analysis of a specific region or country. An examination of the marketing practices, social forces, politics, trade history, and economics of (a) specific international area(s). Special attention to the operations of U.S. based firms operating in the area(s). Course may provide opportunity for student travel to the region upon completion of the semester. Prerequisites: MKT 309 and 341. Note: 1 — the area(s) of consideration may vary across semesters, and students should contact the marketing department for specifics; 2 — participation in the tour option requires enrollment in INS 226 for one credit. Offered occasionally.


MKT       444          Cr. 3

Sports and Recreation Marketing

A comprehensive study of the planning, organization and implementation of marketing plans for all segments of the sports and recreation industry. Topics covered include: assessing market potential, defining the customer, location analysis, pricing, promotion, facilities and services management. Other issues addressed include the impact of new technology, cultural changes and other uncontrollable factors on sports marketing. Prerequisite: MKT 309. Offered Spring. 


MKT       445          Cr. 3

International Marketing Strategies

A study of policy and strategy formulation in the context of international marketing. Emphasis is placed on both the theory and application of international marketing decision processes. Prerequisites: MKT 309 and 341. Offered occasionally.


MKT       450          Cr. 1-6

College of Business Administration Internship

The internship program as conceived and implemented is an unusual program designed to provide an opportunity for students in the College of Business Administration (CBA) at the UW-L to participate in an approved program with a cooperating business, governmental, or civic organization for usually 15 weeks of their undergraduate work. For additional information, see internship description under the CBA heading. Repeatable for credit. Pass/Fail grading. Offered Fall, Winter, Spring, Summer.


MKT       479          Cr. 3

Marketing Management

The analysis, planning, implementation and control of marketing programs designed to bring about desired exchanges with target markets within organizational objectives. Prerequisites: MKT 362 and 367. To be taken concurrently with MKT 415 in the student’s semester of graduation. Offered Fall, Spring. 


MKT       499          Cr. 1-3

Independent Study

Individual reading or research under the guidance of a staff member. Open to selected advanced students who have excellent records in the department. Registration with the consent of the student’s regular adviser, the instructor and the department chairperson. Repeatable for credit — maximum six. Pass/Fail grading. Offered Fall, Spring, Summer.