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DEPARTMENT OF MARKETING Dr. Rick Shannon, Chair Email: [email protected] Professors: J. Gotlieb, C. Martin Grise Hall, Office 401 Phone: (270) 745-2249; Fax: (270) 745-3190 Email: [email protected] Associate Professors: L. Forbes, J. PhillipsMelancon, R. Shannon, P. Todd Assistant Professors: T. Hawkins, G. McAmis Executives-in-Residence: C. Derry, M. Gardner Website: www.wku.edu/marketing Professor Emeritus: R. Jefferson Marketing Vision Statement Western Kentucky University’s Marketing Department will be regionally acclaimed and nationally recognized for excellence in marketing and sales education. Marketing Mission Statement “To offer high quality undergraduate and graduate education for our varied constituencies.” Our goal is to graduate students with the knowledge and skills necessary for success and leadership in the business community. To accomplish this mission, we will use progressive teaching techniques as well as seek and apply knowledge through research. We also provide service to the university and the community using our expertise. Ultimately, we insure that students are prepared to excel in an ever changing, increasingly competitive, global environment by engaging them in the classroom and the business community. Core Values (for students and faculty) Honesty • Integrity • Trustworthiness • Ethics • Initiative • Curiosity • Tolerance of Other People and Ideas • Loyalty • Accountability / Personal Responsibility • Entrepreneurial Spirit • Strong Work Ethic • Empathy • Cultural Awareness and Respect Marketing The Marketing discipline offers three areas of concentration within the major: 1) strategic marketing; 2) professional sales; and 3) social media marketing. This allows a student to develop an education program which most closely fits their career aspirations and increases their placement opportunities. Marketing is a people-oriented, dynamic business function that leads to goal-oriented exchanges between individuals and organizations. Important marketing activities include developing an idea, good or service intended to satisfy consumer wants and needs, promoting / advertising it to likely customers, selling it at a mutually agreeable price, and distributing it in acceptable locations. The objectives of the marketing program are to teach students (1) the importance of marketing in an economy characterized by free consumer choice, (2) the knowledge and skills required to perform marketing activities, and (3) the interaction between marketing and diverse environmental forces which impact marketing decisions. The marketing student is prepared for a wide range of career opportunities in business and non-business, for profit and not-for-profit organizations. Entry-level business positions serve as a step into professional selling and sales force management, pricing, product or brand management, social media marketing, advertising, market research, physical distribution, retail management and merchandising, sports and event marketing or purchasing. Marketing also provides a solid foundation for those who hope to own their own business in the future. Careers in marketing often lead to high-level management positions. Non-business and not-for-profit organizations (hospitals, educational institutions and charitable groups) also seek well-trained marketing graduates. When planning a program of study in this department, each student should be aware of the University’s academic requirements and regulations contained in this catalog in the chapter “Academic Information.” Specific attention should be given to the subsections in the chapter entitled (a) Academic Programs, (b) Colonnade Requirements, and (c) Academic Requirements and Regulations. Students should be aware that some academic programs may require additional scholastic regulations and standards not specified in the catalog. To obtain a copy of these regulations, students should contact the department head. 116 Western Kentucky University | 2015-2016 Undergraduate Catalog GORDON FORD COLLEGE OF BUSINESS Major in Marketing Reference Number: 720P (seeking admission) 720 (officially admitted) Minimum Hours for Major: 73 Minimum Hours for Degree: 120 Degree: Bachelor of Science Sample Degree Path for Concentration: Marketing Sales: http://wku.edu/degreepaths/15-16/documents/gfcb/marketing_sales_720.pdf Social Media Marketing: http://wku.edu/degreepaths/15-16/documents/gfcb/marketing_social_media_720.pdf Strategic Marketing: http://wku.edu/degreepaths/15-16/documents/gfcb/marketing_strategic_720.pdf The major in marketing requires 73 hours in professional and elective courses and leads to a Bachelor of Science degree. Marketing majors must earn a “C” or better in all Marketing classes (MKT prefix) used as a part of the major on the degree program. Transfer marking classes with a grade lower than a “C” will not count towards the Marketing major. No minor or second major is required, although approved minors inside and outside the Gordon Ford College of Business are permitted and encouraged. To be admitted to the Marketing program, a student must: a. b. c. d. have completed 60 hours complete (pass) the nine Marketing admissions core courses which consist of ACCT 200 and 201; ECON 202, ECON 203, and ECON 206; CIS 141; COMM 145; MATH 116 (or higher) and MKT 220; the student must also have an overall GPA of 2.5 or higher; the student must also have a GPA of 2.5 or higher in the following six classes: ACCT 200; CIS 141; ECON 202; ECON 206; COMM 145; and MKT 220 In addition to these classes, Marketing majors must also complete the remainder of the Gordon Ford College of Business core consisting of CIS 243; ECON 306; FIN 330; and MGT 200, MGT 210, MGT 314, and MGT 498. All marketing majors must take the following required courses: MKT 321, MKT 325, MKT 421, and MKT 422; MGT 361 or ENG 306. For the Strategic Marketing concentration (MKGM), a student must also take MKT 322, MKT 328, or MKT 331; MKT 327 or MKT 423; plus two additional marketing electives and one professional elective. For the Sales concentration (MKSA), a student must also take MKT 329, MKT 424, and MKT 425, plus one additional marketing elective and one professional elective. For the Social Media Marketing concentration (MKSM), a student must take MKT 322, MKT 328, and MKT 331, plus one additional marketing elective and one professional elective or JOUR 344. Minor in Marketing Reference Number: 413 Minimum Hours for Minor: 24 / 27 The marketing minor provides an attractive complement to many traditional liberal arts majors. Combinations of marketing with foreign language, agriculture, advertising, the performing arts, sports, health care and hospitality services, fashion retailing and others would broaden and strengthen career options. Marketing has a role in any occupational field that involves consumers and the choices which they make. The marketing minor is also appropriate for business majors who wish to increase their understanding of marketing. Students who are business majors must take 15 hours of marketing courses beyond MKT 220. The minor requires 24 to 27 semester hours. MATH 116 and SOCL 100 or PSY 100 / PSYS 100 are recommended as background courses before beginning the minor though they are not a part of the minor program. The MATH and SOCL/PSY/PSYS courses may be applied to Colonnade requirements. The minor sequence is as follows: ACCT 200; ECON 202 or ECON 203; ECON 206 or equivalent; MKT 220; MKT 321; and 9 hours of upper-level MKT electives (12 hours of upper-level MKT electives for business majors). Marketing minors must earn a “C” or better in all Marketing classes (MKT prefix) used as a part of the minor on the degree program. Transfer marketing classes with a grade of less than a “C” will not count towards the marketing minor. More detailed information is available from the Department of Marketing. Minor in Sales Western Kentucky University | 2015-2016 Undergraduate Catalog 117 GORDON FORD COLLEGE OF BUSINESS Reference Number: 452 Minimum Hours for Minor: 18 The sales minor provides an attractive option for students interested in professional selling. Combining a sales minor with a variety of fields such as finance, accounting, management, advertising, communication, health care and hospitality services, public relations, fashion retailing and numerous others would provide very strong career options. The minor requires 18 semester hours. All students must complete a 12-hour core composed of MKT 220, MKT 325, and MKT 425, along with COMM 263 or COMM 463. A student must also take either COMM 345 or PSY 350 / PSYS 350. The remaining three credits must be chosen from MKT 323, MKT 329, MKT 331, MKT 424, or MKT 427. Sales minors must earn a “C” or higher in all marketing classes (MKT prefix) used as part of the minor. At least 6 hours in the Sales minor must be unduplicated from courses counted in the major and/or other minors. Marketing majors and minors are not eligible to receive a sales minor. More detailed information is available from the Department of Marketing. MKT – MARKETING DEPARTMENT OF MARKETING MKT 220. BASIC MARKETING CONCEPTS. (3) Prerequisite: Sophomore standing. Introduction to the functional activities of marketing including product, distribution, promotion, and pricing decisions; the importance of a consumer orientation; and strategic marketing planning including implementation and control of marketing activities. Course Fee MKT 321. CONSUMER BEHAVIOR. (3) Prerequisite: MKT 220. A study of the basic concepts underlying consumer behavior; sociological and psychological phenomena which influence consumer behavior, and research approaches which allow marketers to predict and influence behavior. Course Fee MKT 322. INTEGRATED MARKETING COMMUNICATIONS. (3) Prerequisite: MKT 220. This course examines the various components of the promotional mix both individually and collectively as an integrated whole. It addresses the need to target appropriate marketing communications to the publics of interest to both profit and nonprofit organizations. Course Fee MKT 323. SERVICES MARKETING. (3) Prerequisite: MKT 220. A study of marketing as it applies to intangible products such as professional, health care, financial, and hospitality services. The course pays special attention to the interaction between marketing management and the simultaneous creation, delivery and consumption of services. Course Fee MKT 324. INTERNATIONAL MARKETING. (3) Prerequisite: MKT 220. Theory, concepts and practices of firms engaged in various levels of international marketing. Emphasis placed on developing marketing strategies consistent with environmental opportunities. Course Fee MKT 325. PERSONAL SELLING. (3) Prerequisite: Junior standing. A study of the fundamentals of personal selling with emphasis on self-confidence, control in the sales interaction, and appropriate sales techniques. Extensive opportunity is provided in the classroom for experience with various personal selling situations. Course Fee MKT 326. SPORTS MARKETING. (3) Prerequisite: MKT 220. This course explores one of the most important links between the sports industry and business. Emphasis is placed on the marketing of sports, such as the marketing performed by teams, leagues and sporting goods manufacturers, and marketing through sports, which entails using sports images and personalities to market nonsports products and services. Course Fee MKT 327. RETAILING MANAGEMENT AND STRATEGY. (3) Prerequisite: MKT 220. A study of the principles that underlie the successful operation of a company distributing goods and services directly to the ultimate consumer. This will include, but is not limited to, strategic decisions such as site selection, franchising, and target markets, as well as management decisions such as pricing, personnel selection, merchandising, and atmospheric design. Course Fee MKT 328.DIGITAL MARKETING. (3) Prerequisites: MKT 220 and CSCI 145C or CIS 141. An entrepreneurial-oriented, applied course designed to thoroughly familiarize the student with the primary aspects of marketing on the World Wide Web. Course Fee MKT 329. BUSINESS-TO-BUSINESS MARKETING. (3) Prerequisite: MKT 220. Provide information specifically targeted at the field of business-to-business marketing. Explore the challenges, the environmental influences and managerial issues related to the marketing mix decision variables, product, place, promotion, and price, in a business-to-business setting. Course Fee MKT 331. SOCIAL MEDIA MARKETING. (3) Prerequisite: MKT 220. The use of online social channels (social networking sites, websites, search engines, forums / message boards, video-sharing sites) to achieve marketing goals, including targeting markets on the social web, increasing effectiveness of communication in social web channels, and measuring the success of social media marketing campaigns. Course Fee MKT 420. SENIOR SEMINAR-MARKETING. (3) Prerequisite: MKT 220. A special topics course covering subjects of current interest in marketing. Course Fee MKT 421. MARKETING RESEARCH. (3) Prerequisites: MKT 220, ECON 306 (or comparable statistics course). Analysis of the interaction between marketing information needs and decision-making; planning, executing and reporting results of research using modern research methods and applied statistics are stressed. Course Fee MKT 422. MARKETING MANAGEMENT. (3) Prerequisites: MKT 421 and graduating marketing major. An in-depth study of marketing activities from a managerial perspective. Areas of study include strategic planning; segmentation and target marketing; consumer behavior; marketing research; product, promotion, pricing, and distribution decisions; services marketing; and international marketing. A lecture course. Course Fee MKT 423. SUPPLY CHAIN MANAGEMENT. (3) Prerequisite: MKT 220. A primarily non-quantitative study of the Place function of the marketing mix. An examination of the process of moving a product, idea or service from the producer to the ultimate purchaser. Topics of interest may include channel structures, transportation modes, channel power, conflict, negotiation strategies, and the various tools used by channel members. Course Fee MKT 424. SALES FORCE MANAGEMENT. (3) Prerequisite: MKT 220, MKT 325. Principles and concepts of sales planning and control, organizing sales departments, developing territories, recruiting, selecting, training, motivating and compensating salespeople, and controlling sales operations. Course Fee MKT 425. ADVANCED PERSONAL SELLING STRATEGIES. (3) Prerequisites: MKT 220, MKT 325, senior standing (90 hours successfully completed). An advanced, experiential course designed to thoroughly familiarize the student with all of the primary aspects of personal selling, from a hands-on, applied approach. Course Fee MKT 427. ENTREPRENEURIAL MARKETING. (3) Prerequisite: MKT 220. A study of key marketing strategies relevant to new ventures that prepares students to work in an entrepreneurial firm or to run their own business. Course Fee MKT 490. PRACTICUM IN MARKETING. (1-3) Prerequisites: 2.75 cumulative GPA, MKT 220, 6 additional hours of marketing, and permission of instructor. Internships, independent studies, and special projects of interest to the students and faculty in the marketing area. These may include individual research projects approved by the Western Kentucky University | 2015-2016 Undergraduate Catalog 118 GORDON FORD COLLEGE OF BUSINESS department head and supervised by a member of the marketing faculty, meaningful internships with area businesses with duties relating to marketing, or other special projects which may be approved by the department head and the marketing faculty. (Grading: Pass / Fail) Course Fee MKT 491. MARKETING STUDY ABROAD. (1-6) Prerequisite: Permission of instructor. Experiential learning taking place in a foreign culture in a foreign country. Provides students with the opportunity to experience and learn about marketing in a foreign nation. This may be part of a formalized program (i.e., KIIS or CCSA) or it could be a customized program developed within the department for an individual or small group of students. This course may be repeated one time, but no more than 6 total hours can be included in the major or minor portion of the degree program. Course Fee MKT 499. SENIOR ASSESSMENT. (1) Prerequisite: Senior standing. Preparation for and administration of the senior assessment exam. Discussion of educational and career opportunities beyond the baccalaureate degree. Course Fee Western Kentucky University | 2015-2016 Undergraduate Catalog 119