Approved by Faculty Senate.



Winona State University

Course Descriptions

MKTG 320 - Market Analysis--6 S.H & MKTG 322 - Marketing Communications I

MKTG 340 - Marketing Planning & MKTG 342 - Marketing Communications II


Flagged Courses for Marketing Majors and Minors

Marketing majors and minors are required to complete two 7-credit, 2-course sequences that include substantial written and mathematics/statistics components. The first sequence includes Market Analysis (320) and Marketing Communication I (322). The second sequence includes Marketing Planning (340) and Marketing Communication II (342). Collectively these courses will provide students with 6 credit hours of Written Flag requirements and 3 credit hours of Mathematics/Statistics Flag requirements. These courses are required of all Marketing majors and minors.

Catalogue Copy

320 - Market Analysis--6 S.H.

Market Analysis integrates the disciplines of marketing research with the study of consumer behavior. Market Analysis applies these disciplines to understanding relevant markets, analyzing consumer and business to business buying behavior, and identifying and measuring target markets. The course examines the theory, tools and processes that are utilized to apply marketing research, the study of consumer behavior and market demand analysis to provide information that facilitates decision making in marketing management. Emphasis is placed on the practical issues related to the successful application of these disciplines by an organization under market conditions. Market Analysis provides the student with substantial experience in math and statistical analysis and it meets the University Studies Flag requirements for 3 semester hours of Mathematics and Statistics. This course must be taken simultaneously with Marketing Communications I (MKTG 322). Prerequisites: Completion of the Written and Oral Communications Basic Skills in the University Studies program, a grade of C or better in MKTG 300, and the Mathematics and Statistics requirements of the marketing major or minor.

322- Marketing Communications I: Research Reports--1 S.H.

Marketing Communication I is designed to develop written and oral communication skills in marketing research and analysis including effective format and design and the ethical dimensions of report writing. Marketing Communications I must be taken simultaneously with Market Analysis (MKTG 320).

340 - Marketing Planning--6 S.H.

Marketing Planning takes a strategic perspective to utilize market analysis outcomes to develop and implement strategic marketing plans and annual marketing programs. During this course, students will learn to formulate a framework for analyzing competitive strategies and understand how industry structure impacts strategic leverage. Students will explore generic competitive strategies and methods of analyzing competitive advantages, strengths and weaknesses; use analytical methods for segmenting, targeting and positioning; and learn how to assess the effectiveness of proposed marketing programs. Case study analysis will provide the opportunity to examine real-world marketing strategies and provide scenarios for you to analyze market information, develop market-oriented plans, and write strategic and annual marketing plans. This course involves extensive writing of market analysis reports, strategies, and marketing programs; and it meets the University Studies Flag requirements for 6 semester hours of Written Communications Flag content. This course must be taken simultaneously with Marketing Communications I (MKTG 342). Prerequisites: Completion of the Written and Oral Communications Basic Skills in the University Studies program, a grade of C or better in MKTG 300, a grade of C or better in MKTG 320 and MKTG 322, and the Mathematics and Statistics requirements of the marketing major or minor.

342- Marketing Communications II: Marketing Plans--1 S.H.

Marketing Communication II is designed to develop and refine written and oral communication necessary for authoring a business and marketing plan including effective format and design. Marketing Communications II must be taken simultaneously with Marketing Planning (MKTG 340).

Market Analysis
Marketing 320
semester hours


Fall Semester 2001


Dr. Bruce Klemz office hours and home page

Dr. Russ Smith office hours and home page

Dr. Bill Murphy office hours and home page


Market Analysis integrates the study of marketing research with the study of consumer behavior for the purpose of developing information that supports managerial decision-making. An overview of Consumer Behavior theory provides a foundation for the student to measure various components of an organization’s performance in the market place. The marketing research component employs a "hands-on" experience that will familiarize students with the various tools and procedures of research. The communications component of this course requires students to effectively and clearly communicate information in a format that is useful and can be easily understood by professionals who may not be acquainted with the technical aspects of research. Extensive use of various computer applications is also employed in order to acquaint students with the latest technologies that are relevant in this field.

*Note - Market Analysis (MKTG320) must be taken simultaneously with Marketing Communications I (MKTG 322).

Flag Requirement - - This course will fulfill 3 credits of the Mathematics/Statistics or Critical Analysis Flag for the University Studies Program (see below).


bulletMarketing Research, Malhotra, Prentice Hall bulletConsumer Behavior, Schiffman and Kanuk, Prentice Hall bulletMarketing 6th edition, Berkowitz, Kerin, Hartley and Rudelius, McGraw Hill


bulletC or better in MKTG 300 (Principles of Marketing) bulletMathematics and Statistics requirement of the marketing major and minor bulletCompletion of the University Studies written and oral requirements

Marketing Department Policies:

In complying with Winona State University’s Academic Integrity Policy, the Marketing Department requires that students represent themselves and their work honestly.

Marketing Department Policies cont’d

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 them 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 in the University Catalogue.

Marketing courses designated as "laptop required courses" require all enrolled students to either 1) lease a WSU laptop or, 2) provide their own laptop, meeting WSU’s minimum specifications and pay WSU’s technical support fee (see WSU’s Technical Support Center for laptop specifications and fees -

If a course is taken prior to the successful completion (C or better grade) of prerequisite courses, then successful completion of an additional marketing course will be required for graduation.


bulletConsumer Behavior – You should understand the fundamental principles of consumer behavior and be able to relate this information to managerial decision making. This portion of the course requires comprehension of behavioral theories as well as the limitations and uses of these theories in predicting and understanding how consumers think, feel and behave. bulletQualitative Research – This is a venue of primary research common to the field of marketing. This course will provide you with a basic understanding of various qualitative research techniques through readings, lecture and "hands-on" experience. There are appropriate and inappropriate uses of qualitative research, which you should be able to correctly identify. Professional use of these techniques will also require you to communicate and accurately defend qualitative research findings in a variety of professional formats that include formal and informal written reports and oral presentations. bulletQuantitative Research – This type of marketing research commonly includes surveys and experiments. This course will provide you with a basic understanding of survey and experimental techniques through readings and lecture. In addition, an in-depth "hands-on" research project will extend your understanding of these tools and familiarize you with the appropriate steps involved in designing and implementing a quantitative research project.

In meeting the requirements of a Flagged Course in Math and Statistics, the "Quantitative Research" portion of the course will enable you to…

bulletUse logical reasoning that is based on statistical patterns & relationships found in the data. bulletIdentify and make use of mathematical & statistical models to describe real-world scenarios for the purpose of solving real-world problems. bulletRealize the practical limitations of any model, theory or analytical framework. bulletOrganize, communicate and interpret your findings in a meaningful way for clients/users of market research data. bulletCritically consider the research/analyses that has been conducted by others. bulletDevelop technical proficiency in the tools of statistical analysis (create & describe graphs, tables, plots, etc.) bulletBe able to correctly interpret and describe statistical outputs and analyses. bulletCollect reliable data that addresses decision requirements. bulletBe able to distinguish between correct and incorrect types of analyses and models that may be applied to different problem scenarios

learn to operate a statistical software package (SPSS)

Topics and Assignments

Due Dates

Jan 7

Introduction to Course/Marketing Research/SPSS (Malhotra 1, 2, 3)

Teams Assigned

Jan 14

Focus Groups, Motivation and Decision Making (Malhotra 5 and Shiffman 4, 16)

Jan 21

Qual Project

Jan 28

Survey, Measurement, Questionnaire (Malhotra 6, 8, 9, 10)

Qual paper due 1/28

Feb 4

CB topics, Questionairre

Feb 11

Questionnaires, CB topics, Segmentation (Shiffman 3)

Survey Instrument due 2/11, Smith Exam 2/15

Feb 18

Sampling, Size, Data Collection and Cleaning (Malhotra 11-14)

Feb 25

Sampling, Size, Data Collection and Cleaning (Malhotra 11-14) and Univariate Analysis (Malhotra 15)

Data due in 2/27, Quiz #1 2/28, Klemz Exam 3/1

Mar 4

Spring Break

Mar 11

SPSS, Univariate Analysis

Univariate Analysis due 3/14-15

Mar 18

CB topics (Shiffman 6, 7), Cross Tabs (Malhotra 15)

Mar 25

CB topics (Shiffman 8, 10), ANOVA (Malhotra 16)

Quiz #2 3/26

Apr 1

CB topics (Shiffman 11, 12, 15), Regression and Correlation (Malhotra 17)

Quiz #3 4/2

Apr 8


Quiz #4 4/10, Klemz Exam 4/11

Apr 15

Smith Exam 4/15, Stat Presentation 4/18-19

Apr 22

Client Presentations (to be scheduled)

Finals Week
Apr 29

Final Exam (per schedule)





Percentage of Grade

Qualitative report 1

written assignment (group assignment with peer assessment)

10% total

Survey Instrument 2

written assignment (group assignment with peer assessment)

10% total

Preliminary Analysis 3

critical analysis (group assignment with peer assessment) and oral presentation (group presentation, team members graded individually)

10% total

Final Statistical Analysis 4

critical analysis (group assignment with peer assessment) and oral presentation (group presentation, team members graded individually)

10% total

Client Presentation5

oral presentation (group presentation, team members graded individually)

10% total

Exams 5

Conceptual understanding (individual assignment)

40% (8% each)

Quizzes 6 (best 3 of 4, quiz analysis of data presented in memo format)

critical analysis (individual assignment), written assignment (individual assignment) and oral presentation (individual presentation) - equal weights

10% (3+ % each)





Grading Details:

  1. The qualitative written report consists of defining a managerial "problem," selecting a theoretical approach to solving the problem followed by a summary of your findings from focus groups conducted with a relevant population.
  2. You must construct a survey instrument that addresses the data-needs which were identified and defined in the Qualitative Report.
  3. The prelim/univariate analysis consists of a 8-10 minute presentation and PowerPoint report (in client-friendly language) of your preliminary data analysis.
  4. The final/statistical analysis consists of a 10-minute presentation and PowerPoint report (in client language) of your findings.
  5. The client presentation consists of a 15 minute client-friendly presentation and PowerPoint report (in client-friendly language):
    1. problem definition
    2. insight gleaned from secondary sources
    3. findings from qualitative research
    4. data collection procedures
    5. data findings
    6. theoretical context of consumer behavior
  1. The exams consist of m/c and/or short answer questions based on lectures and textbook readings.
  2. "Quizzes" require the applications of statistical models to answer specific questions concerning your data. Written results are to be presented in a business-memo format. Oral presentations of these reports will consist of 3-5 minute summaries.