MARKETING
Marketing Major
Marketing Minor
Course Descriptions
Somsen Hall, Room 102 (507-457-5860)
http://winona.edu/marketing
Russell Smith (Chairperson)
FACULTY
James William Murphy, Dean, College of Business; B.S.Ed, M.S.Ed., Arkansas State University; Ed.D., University of Memphis; 1989 –
C. Robert Newberry, Professor; B.S., M.B.A., University of Wisconsin-La Crosse; Ph.D., University of Wisconsin-Milwaukee; 1992 –
Russell K. Smith, Jr., Professor; B.A., Drake University; Ph.D., University of Tennessee-Knoxville; 1993 –
Mark Young, Professor; B.S., M.B.A., University of Wisconsin-La Crosse; D.B.A., University of Kentucky; 1980 –
PURPOSE
The Marketing Department is committed to fostering excellence in marketing education through progressive curriculum development and the application of state-of-the-art technology. Students who pursue an education in marketing will develop an understanding of the processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Graduates are prepared for a professional career in marketing or advanced graduate studies.
MARKETING DEPARTMENT POLICIES
Academic Integrity: In complying with WSU’s academic integrity policy, the Marketing Department requires that students represent themselves and their work honestly. Violations of this policy, which include cheating, fabrication of information, multiple submissions and plagiarism, shall be sanctioned by the individual faculty member through the lowering of the student’s grade and/or failing the student in the course. Serious or second violations may carry the additional sanction of dismissal from the Marketing Program. This policy is enforced in accordance with “due process” as set forth on page 28 of this catalog.
Policy Regarding Course Prerequisites: If a course is taken prior to the successful completion of prerequisite courses, then successful completion of an additional marketing course will be required for graduation.
PASS/NO CREDIT (P/NC) COURSES
Except for internships and practica, students must take all courses in the marketing major and minor on a grade-only basis. The P/NC option is available to non-majors unless otherwise noted.
UNIVERSITY STUDIES FLAG REQUIREMENTS
Students may use flag courses to satisfy both University Studies and major requirements. Flag courses will usually be in the student’s major or minor program. The Marketing Department offers the following flag courses in the University Studies Program:
FLAG
Oral
MKTG 344 Buyer Behavior (3)
Math/Critical Analysis
MKTG 334 Marketing Research (3)
Writing
MKTG 346 Marketing Plans (3)
MKTG 420 Marketing Management (3)
Flag courses that can be used to satisfy marketing major/minor requirements are identified in the lists of required courses and electives.
B.S. MAJOR - MARKETING (MKTG)
57 S.H. (No Minor Required)
GRADUATION REQUIREMENTS Р MARKETING MAJOR
1. Achieve a grade of “C” or better in all marketing major required and elective courses. A marketing course taken with a grade of “D,” “F” or “W” can be repeated only one time.
2. Complete an experiential marketing practicum (MKTG 399 or MKTG 429).
3. Complete a minimum of 50% of the marketing major requirements at WSU.
4. Meet all other WSU graduation requirements (page 23).
5. Sixty-four non-business credits are required for the Marketing major. Of the math, statistics, and economics courses required for the major, 6 credits of math and statistics and 9 credits of economics can be counted toward the requirement for 64 non-business credits.
REQUIRED COURSES (48 S.H.)
Accounting (3 S.H.)
ACCT 211 Financial Accounting Principles (3)
Business Administration (9 S.H.)
BUSA 291 Legal Environment of Business (3)
MGMT 325 Organizational Dynamics (3)
OM 334 Operations Management (3)
Economics and Finance (9 S.H.)
* ECON 201 Principles of Microeconomics (3)
* ECON 202 Principles of Macroeconomics (3)
FIN 360 Corporate Finance (3)
Mathematics Requirements (3 S.H.)
MATH 140 Applied Calculus (3) OR
MATH 160 Calculus I (3)
Statistics (3 S.H.)
BUSA 220 Business Statistics (3) OR
STAT 210 Statistics (3)
Marketing Core (21 S.H.)
MKTG 300 Principles of Marketing (3)
Prerequisites for College of Business majors and minors: ECON 201, ACCT 211, and completion of the University Studies Program requirements for math and statistics, oral communications, and college reading and writing. Prerequisites for non-College of Business majors and minors: junior standing.
MKTG 332 Market Analysis (3)
Prerequisites for College of Business majors and minors: MKTG 300 and a grade of “C” or better in the mathematics and statistics requirements of the major or minor. Prerequisites for non-College of Business majors and minors: junior standing and any college-level statistics class.
MKTG 334 Marketing Research (3)
Prerequisites for College of Business majors and minors: MKTG 300 and a grade of “C” or better in the mathematics and statistics requirements of the major or minor. Prerequisites for non-College of Business majors and minors: junior standing and any college-level statistics class.
MKTG 344 Buyer Behavior (3)
Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: junior standing.
MKTG 346 Marketing Plans (3)
Prerequisites for College of Business majors and minors: MKTG 300 and MKTG 332.
Marketing Major Practicum
One of the following: MKTG 399 (3) or MKTG 429 (3)
MKTG 399 Internship Experience (3) fulfills the Marketing major practicum requirement. Prerequisites: Department approval and two of the following courses: MKTG 332, MKTG 334, MKTG 344, or MKTG 346.
MKTG 429 Small Business Consulting (3) fulfills the Marketing major practicum requirement. Prerequisites: Department approval and two of the following courses: MKTG 332, MKTG 334, MKTG 344, or MKTG 346.
Capstone Course
MKTG 420 Marketing Management (3). Prerequisites: MKTG 334, MKTG 344, and MKTG 346.
ELECTIVES - MKTG (9 S.H.)
(Prerequisite: MKTG 300)
325 Professional Selling (3)
327 Marketing and Entrepreneurship (3)
329 Sports Marketing (3)
331 International Marketing (3)
333 Topics in Marketing (3)
335 Tourism Marketing (3)
336 Services Marketing (3)
337 Qualitative Research Methods (3)
338 Branding (3)
339 Internet Marketing (3)
341 E-Commerce (3)
345 Sales Management (3)
349 Independent Study (3)
429 Small Business Consulting (3)
B.S. MINOR - MARKETING (MKTG)
27 S.H.
GRADUATION REQUIREMENTS С MARKETING MINOR
1. Achieve a grade of “C” or better in all marketing minor required and elective courses. A marketing course taken with a grade of “D,” “F” or “W” can be repeated only one time.
2. Complete a minimum of 50% of the marketing minor requirements at WSU.
3. Meet all other WSU graduation requirements (page 23).
REQUIRED COURSES (24 S.H.)
Accounting (3 S.H.)
ACCT 211 Financial Accounting Principles (3)
Economics (3 S.H.)
* ECON 201 Principles of Microeconomics (3)
Statistics (3 S.H.)
Completion of statistics course as required in major. If none is required, choose any college-level statistics course.
Marketing Core - MKTG (15 S.H.)
MKTG 300 Principles of Marketing (3)
Prerequisites for College of Business majors and minors: ECON 201, ACCT 211, and completion of the University Studies Program requirements for math and statistics, oral communications, and college reading & writing. Prerequisites for non-College of Business majors and minors: junior standing.
MKTG 332 Market Analysis (3)
Prerequisites for College of Business majors and minors: MKTG 300 and a grade of “C” or better in the mathematics and statistics requirements of the major or minor. Prerequisites for non-College of Business majors and minors: junior standing and any college-level statistics class.
MKTG 334 Marketing Research (3)
Prerequisites for College of Business majors and minors: MKTG 300 and a grade of “C” or better in the mathematics and statistics requirements of the major or minor. Prerequisites for non-College of Business majors and minors: junior standing and any college-level statistics class.
MKTG 344 Buyer Behavior (3)
Prerequisites for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: junior standing.
MKTG 346 Marketing Plans (3)
Prerequisites for College of Business majors and minors: MKTG 300 and MKTG 332. Prerequisite for non-College of Business majors and minors: junior standing.
ELECTIVES (3 S.H.)
Any marketing elective (See marketing major.)
COURSE DESCRIPTIONS (MKTG)
100 - Marketing and Society (3 S.H.)
This course introduces students to marketing’s role in society and compares it with marketing’s role within the organization. Ethical and moral issues pertinent to marketing are raised. These include the ethical dilemmas often faced by marketing professionals, as well as the consequences of marketing on society as a whole.
101 - Experiential Entrepreneurship (3 S.H.)
Experiential Entrepreneurship fosters personal initiative to identify opportunities, gather the necessary resources, create a venture and take on ultimate responsibility for its success. Foundational business knowledge and entrepreneurial skills will be developed through the completion of four technology-enhanced learning models. Student teams will then create and test their entrepreneurial ideas and innovations in planning and operating several special events in the Residential College’s “MugShots” coffee house. Students will experience the excitement and challenges of turning their ideas for entertainment and food/beverage service into reality at “MugShots.” Real marketplace results will be the arbiter for either validating or rethinking their entrepreneurial knowledge and skills.
300 - Principles of Marketing (3 S.H.)
A beginning course in marketing which stresses the marketing function’s contribution to any organization. Topics include buyer behavior, products, and channels of distribution, promotion, and pricing and social issues in marketing. Standard business and non-traditional aspects of marketing are explored. The potential employment scenario is reviewed. Prerequisites for College of Business majors and minors: ECON 201, ACCT 211, and completion of the University Studies Program requirements for math and statistics, oral communications, and college reading and writing. Prerequisite for non-College of Business majors and minors: Junior standing.
325 - Professional Selling (3 S.H.)
Learning professional selling concepts and the communications skills to apply them. Topics include interpersonal communications in business, relationship building, prospecting and qualifying, determining customer wants and needs, sales presentation, and negotiation and post-sale communications. Employment opportunities in sales are examined. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
327 - Marketing and Entrepreneurship (3 S.H.)
An examination of the procedures and managerial practices of small business. Specific emphasis is given to entrepreneurial subjects such as the legal organization of the firm, financing, franchising, site selection, employee management, and buying and customer support functions. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
329 - Sports Marketing (3 S.H.)
Sports marketing focuses on the different problems presented in developing promotional programs for sports teams. Emphasis will be placed on professional and collegiate level. A survey of potential sports-related jobs is included. Student fee is required. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
331 - International Marketing (3 S.H.)
A study of the economic, political, cultural, and business environments affecting the international marketing operations of the firm. Market selection decision, entry and operating decisions, marketing mix decisions, and organizational structures are examined. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
332 - Market Analysis (3 S.H.)
This course defines relevant markets, analyzes primary and selective demand for the market, segments the market, and identifies potential target markets. This course focuses on market-oriented decision-making through the analysis of consumers, competitors, and company processes. Marketing information literacy is emphasized through the utilization of numerous information sources and computer software applications. A formal situation (SWOT) analysis is researched, written, and presented. Prerequisites for College of Business majors and minors: MKTG 300 and a grade of “C” or better in the mathematics and statistics requirement of the major or minor. Prerequisites for non-College of Business majors and minors: Junior standing and any college-level statistics class.
333 - Topics in Marketing (3 S.H.)
Various courses offered in conjunction with curriculum needs and the availability of faculty with relevant expertise. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
334 - Marketing Research (3 S.H.)
This course analyzes the roles, the functions, and the processes that surround marketing research; it emphasizes the specification, collection, and analysis of primary data. The course examines the research process, problem definition, alternative research designs, qualitative methods, survey methods, experiments, measurement and questionnaire design, data collection, and foundational techniques for data analysis, as well as hands-on experience with computer application for data analysis. Emphasis is placed on the practical issues related to the decision maker’s use of marketing information. Marketing research provides the student with substantial experience in developing critical analysis and math/statistics skills. Prerequisites for College of Business majors and minors: MKTG 300 and a grade of “C” or better in the mathematics and statistics requirements of the major or minor. Prerequisites for non-College of Business majors and minors: Junior standing and any college-level statistics class.
335 - Tourism Marketing (3 S.H.)
This course provides students with an introduction to the principles and issues associated with marketing the services and products that comprise the leisure industry. This includes examining the behavioral component of consumers who use travel, hospitality and tourism services and products, as well as the research techniques that inform marketing strategies for tourism- related organizations. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
336 - Services Marketing (3 S.H.)
This course examines how services can be developed and marketed to increase customer satisfaction and retention in order to extend an organization’s sustainable competitive advantage. Topics include the measurement and management of service quality, service recovery, linking customer measurement to performance, customer and employee roles in service delivery, and how standard marketing topics such as pricing and promotion apply to services. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
337 - Qualitative Research Methods (3 S.H.)
This course will introduce the students to qualitative research as a means of inquiry into consumer behavior, marketing, and marketing-related problems. Qualitative methods for data collection such as focus groups, observation, and interviewing will be considered as well as the techniques of interpretation and reporting. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
338 - Branding (3 S.H.)
This course examines the relevant concepts involved in the management of brands both in the context of consumers and in organizations. A distinguishing characteristic of modern marketing has been its focus on the creation of differentiated brands. Topics will include identifying and developing bases of brand differentiation; researching and establishing unique brand associations using product attributes, brand marks, names, packages, distribution strategies, and promotional strategies; understanding brand equity and its value to an organization; designing marketing programs to build brand equity; turning around brands in crisis; managing brands over time; and understanding the issues involved with international branding. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
339 - Internet Marketing (3 S.H.)
This course examines website design tools and techniques using core marketing concepts as the framework for successful website design. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
341 - E-Commerce (3 S.H.)
Through a business application, this course directly applies marketing strategies and concepts to a practical commerce-based website. It prepares future business decision makers for the rapidly changing world of web business practices. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
344 - Buyer Behavior (3 S.H.)
This course takes a strategic perspective to examine the impact of the nature and scope of consumer and business buyer behavior on planning the marketing mix. The course includes the study of marketing management theory in the experience of consumer and business markets. Course implementation will involve detailed analysis of psychology, sociology, and social psychology theories in the development of marketing strategy and implementation plans. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
345 - Sales Management (3 S.H.)
An in-depth coverage of determining the types of sales positions, the recruiting and hiring process, training, determining sales territories, methods of compensation and motivation, and control over the sales force. Prerequisite for College of Business majors and minors: MKTG 300. Prerequisite for non-College of Business majors and minors: Junior standing.
346 - Marketing Plans (3 S.H.)
This course takes a strategic perspective to examine the nature and scope of utilizing market analysis outcomes to plan the implementation of a marketing mix. Course implementation will involve detailed analysis of product development and management activities such as research and development, brand management, and product line management; promotional activities such as advertising, personal selling, public relations, and sales and trade promotions; distribution activities such as retailing and wholesaling; and pricing activities such as new product pricing, pricing strategies, and price adjustments. The course includes substantial experiential learning with written communications skills, including the creation and communication of a marketing plan. Prerequisite for College of Business majors and minors: MKTG 332.
349 - Independent Study (1-3 S.H.)
Offers the advanced student an opportunity to do additional readings and/or research papers in areas of special interest. Grade only. Prerequisites for College of Business majors and minors: MKTG 300 and department approval. Prerequisites for non-College of Business majors and minors: Junior standing and department approval.
398 - Internship (1-9 S.H.)
Credits will not be counted in marketing major, but as general elective credits. Prerequisites: Department approval and two of the following courses: MKTG 332, MKTG 334, MKTG 344, or MKTG 346. P/NC only.
399 - Internship Experience (3 S.H.)
See department chairperson for a list of requirements. Credits fulfill marketing major practicum requirement. Prerequisites: Department approval and two of the following courses: MKTG 332, MKTG 334, MKTG 344, or MKTG 346. Grade only.
420 - Marketing Management (3 S.H.)
Marketing Management is a capstone course designed to provide the student an experience in advanced decision-making. It entails a comprehensive study of the development and implementation of a marketing plan, including the plan’s placement within the broader organizational plan. Students will be required to apply the principles and concepts of marketing to real-world problems in writing and presenting a marketing plan. Emphasis will be placed on analysis, decision-making, and the communication of the plan to appropriate audiences. Prerequisites: MKTG 334, MKTG 344, and MKTG 346.
429 - Small Business Consulting (3 S.H.)
This course is designed to provide students with an opportunity to integrate and apply their knowledge, skills, and abilities in a real world situation. A wide variety of projects may be considered; however, all projects must be integrative and comprehensive. Projects typically consist of working with a business on a special project or assisting the business in an area in which they are trying to improve. Alternative projects have included developing a business plan for a new business, conducting marketing research, completing a special project outside the normal responsibilities for a company where you currently work, analyzing an industry, conducting original research to extend general business knowledge, etc. Credits fulfill marketing major practicum requirement. Prerequisites: Department approval and two of the following courses: MKTG 332, MKTG 334, MKTG 344, or MKTG 346. Grade only.
Last Modified: Wednesday, August 13, 2008 15:37
