MARKETING (MKT)
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.