MARKETING (MKT)

Professor: Finch (Chair);
Associate Professors: Brokaw, Pollman;
Assistant Professors: Achenreiner, Stapleton;
Lecturer: Chilsen.

 

At the time of publication of this catalog, the Department of Marketing was revising its program. This catalog may not reflect the current requirements for completion of this major. Students interested in obtaining a degree in Marketing are encouraged to contact the College of Business Administration, or the Department of Marketing, for the current requirements.

 

Marketing Major
(College of Business Administration) -21 credits, including MKT 341, 363, 366, and 479. In addition, marketing majors must complete nine credits from one of the following tracks:

- Promotion and Sales: MKT 365, 370 and one of the following: MKT 375, 460 or 465.

- International Marketing: MKT 440, 445 and three credits of MKT 499 (independent study in international marketing).

- Research: MTH 305; PSY 420; and 3 credits of MKT 499 (independent study in market research, including the completion of a research project).

- Small Business: MKT 420, 421 and one of the following: MKT 365, 370 or 375.

Note:
Subject to departmental approval, students may substitute MKT 400, 499 or an appropriate course from another discipline for any course in the above tracks.

(Courses taken to satisfy the major must be in addition to any courses taken to meet the College of Business Administration core.)

BUS 230 Cr. 3
Business and Economics Research and Communication
The study of the scientific method as used in business and economics research, beginning with the identification of the problem and culminating in the final report. Analysis of the reliability and validity of data, effectiveness of presentation and critical study of the validity of conclusions. Prerequisites: completion of the College of Business Administration English requirements, C-S 101, and MTH 205.

BUS 240 Cr. 3
Introduction to International Business
The course serves as an introduction to the field of international business and relates it to both the functional areas of business and to the basic disciplines which define the international environment. Within this frame of reference, the course focuses on the problems and opportunities which arise when firms conduct business abroad.

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 363 Cr. 3
Intermediate Marketing I
This course provides an integrative look at basic concepts of information processing, decision processes and variable influence on buyer decision making; the research techniques necessary to examine these concepts; and their application to managerial decision making during the precommercialization and introduction stages of the Product Life Cycle. Prerequisite: MKT 309.

MKT 365 Cr. 3
Promotion
A survey of all aspects of promotion as a tool for developing marketing decisions. Includes an integrated analysis of the promotional mix and promotional strategy. Prerequisite: MKT 309.

MKT 366 Cr. 3
Intermediate Marketing II
A continuation of MKT 363 addressing critical issues related to the growth, maturity and sales decline stages of the Product Life Cycle. Prerequisites: MKT 309 and 363.

MKT 370 Cr. 3
Sales Methods and Procedures
An integration and application of the basic elements in the sales process including sources and selection of sales prospects; determination of client needs; sales techniques to effectively present the product and service package; after-sales customer service requirements; legal and ethical obligations of the salesperson; and development of both oral and written communication skills for the sales profession through in-class and out-of-class activities. Emphasis will be placed upon relationship/partnership selling to meet current professional trends. Prerequisite: MKT 309.

MKT 375 Cr. 3
Retail Strategy and Administration
An analysis of the principles involved in retail operations, including procurement policy and inventory optimization models. Interrelationships between behavior theory, merchandise display and design, and product control systems. Prerequisite: MKT 309.

BUS 400 Cr. 1
Foreign Study Tour
This course and accompanying tour will give students an opportunity to gain an in-depth knowledge of a foreign city and/or region. The class will prepare students for international travel in general, and for the experience of visiting selected cities/areas. The specific cities/areas to be visited may vary by semester and by professor. Students are encouraged to meet with prospective professors/leaders early so that the students' interests will best be served. To be taken concurrently with INS 226. Prerequisites: FIN 355, MKT 309, and permission of instructor. Notes: 1) class is open only to those students participating in the class tour which will generally be for two weeks and commence at the end of the regular semester. 2) students who enroll in the class/tour will be asked to make a non-refundable deposit prior to the beginning of the semester.

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 420 Cr. 3
Entrepreneurship and Small Business
Opportunities and challenges in the creation andmanagement of small firms. Emphasis will be on risk taking, decision making, marketing, finance, personnel selection, and on records, taxes and controls. The issue of small business economic and social environment will be included. Prerequisites: MKT 309 and FIN 355.

MKT 421 Cr. 3
Field Studies in Small Business
A practical approach to the need to relate what the student learns in classes such as MKT 420, Entrepreneurship and Small Business, to the reality of the business world. Students will do in-depth studies of several small businesses and bring what they learn back to seminar type classes. The Business Development Center is used as a resource. Prerequisite: MKT 420.

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 credit.

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, laws, cultural changes and other uncontrollable factors on sports marketing. Prerequisites: MKT 309 and senior standing.

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.

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 460 Cr. 3
Professional Sales Management
Development and control of the managerial structure for the basic elements involved in the sales function. Areas of concern include an analysis of the organizational structure based on customer needs; basic sales forecasting methods used in setting product, territorial and personal sales targets; selection, training, compensation and motivation of the salesperson; and review of sales management information systems for the control of the sales process. Prerequisites: MKT 309 and 370.

MKT 465 Cr. 3
Advertising Management
Principles and problems involved in the development of advertising campaigns to include advertising research, media planning, budgeting, creative issues and ethical considerations. Prerequisite: MKT 365.

MKT 479 Cr. 3
Marketing Management
The analysis, planning, implementation and control of programs designed to bring about desired exchanges with target markets for the purpose of achieving organizational objectives. May be taken only in the semester of graduation. Prerequisites: MKT 309, 363.

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.