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Marketing (MKT)

College of Business Administration
Department Chair: Stephen Brokaw
316 Wimberly Hall, (608)785-8118
e-mail: brokaw.step@uwlax.edu 
www.uwlax.edu/ba/mkt  

Professors: Achenreiner, Brokaw, Finch;
 Lecturers: Chilsen, Hein. 

Marketing Major (College of Business Administration) —24 credits, including MKT 341, 362, 365, 367, 370, 386, 415, and 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. Prerequisite: ECO 110 and junior standing or admission to the business program. 

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). 

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. 

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. 

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. Prerequisite: MKT 309 and BUS 230.  

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. 

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. 

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 6. 

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. Prerequisite: MKT 362 and 367. To be taken concurrently with MKT 479 in the student’s semester of graduation.  

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. Prerequisite: 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

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. 

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. Prerequisite: MKT 309 and 341. 

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 at the University of Wisconsin-La Crosse 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 College of Business Administration heading. Repeatable for credit. Pass/Fail grading. 

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. Prerequisite: MKT 362 and 367. To be taken concurrently with MKT 415 in the student’s semester of graduation. 

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 6. Pass/Fail grading.

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