Course Descriptions

Marketing


BMK 300
Design for Marketing
3 credits

This course focuses on the role of design in marketing communications with an emphasis on "brand identity". Case studies of effective brand identity programs allow students to explore and critique brand expressions including print materials, website, video, and television advertising. Students also will be introduced to basic visual aesthetics and the relevance of good design.


BMK 305
Marketing
3 credits

This course is an introduction to marketing, emphasizing the problems of policy determination by management. The nature and operation of marketing functions, consumer preferences, product planning, promotion, distribution, and pricing are studied. Environmental factors affecting marketing processes are also examined. This is a required marketing course for all business majors.


BMK 306
Principles of Advertising
3 credits

This course studies integrated advertising, promotion, and marketing communications. Areas covered include advertising, management, design and strategies; the selection of media; the role of trade shows, consumer promotions, personal selling and public relations as it relates to marketing, and the impact of internet marketing. This is a marketing elective.


BMK 307
Public Relations
3 credits

This course will introduce students to the basic principles of public relations. Upon completion, the student will understand research, how to develop a public relations plan, and how to evaluate its results. The course will also introduce students to myriad technologies utilized by today's public relations professionals. This is a marketing elective.


BMK 308
Global Marketing
3 credits

This course is designed to facilitate an understanding of global marketing issues. Specific attention will be paid to cultural sensitivity in all facets of the marketing and promotional mixes, marketing research, and market development. This is a marketing elective.

Prerequisite(s): BMK 305


BMK 310
Business to Business Marketing
3 credits

This course examines practices, strategies, and managerial problems unique to marketing and distribution of products and services to industrial and business buyers. Additional factors examined are procurement and sales practices, and cost and price analysis. This is a required marketing course for marketing majors.

Prerequisite(s): BMK 305


BMK 312
Personal Selling
3 credits

This course examines the role of personal selling in the marketing mix. Students learn theory and gain practice in prospecting, presenting, overcoming objections, closing, and follow-up. They also have opportunities to meet and talk with successful salespeople from many businesses and organizations. This is a marketing elective.

Prerequisite(s): BMK 305


BMK 320
Consumer Behavior
3 credits

This course analyzes how psychological variables and social influences affect an individual’s or household’s buying behavior, both domestically and globally. Students learn why and how any purchase situation has an effect on consumer behavior; and they gain an appreciation and understanding of how consumers handle all the behavioral variables and incoming stimuli that affect their problem/need-solving processes. This is a required marketing course for marketing majors. It also is an elective for psychology majors.

Prerequisite(s): BMK 305


BMK 321
Marketing Research
3 credits

This course examines the systematic design, collection, analysis, and reporting of data relevant to the marketing function within the organization. It specifically addresses the growing role that technology plays in predicting consumer behavior, marketing trends, addressing marketing problems, and the development of new products and services. This is a required marketing course for marketing majors.

Prerequisite(s): BMK 305 and MAT 301 or MAT 308


BMK 355
Internet Marketing
3 credits

This course investigates how “brick-and-mortar” organizations can incorporate the entrepreneurial and management side of internet marketing to create an online presence and increase market share. In addition to textbook and selected course readings, students will be introduced to e-marketing in a computer lab where they will evaluate search engines, construct blogs, web sites, and learn about other viral, e-mail, social, and electronic-internet marketing.

Prerequisite(s): BMK 305


BMK 366
Entrepreneurship
3 credits

The focus of this course is on the critical aspects of starting and maintaining a new business venture. The course takes the student from the point of seeing their new product, service, or idea as a “concept” to making it a reality. Important factors relating to financial, legal, economic, management, and especially marketing, are discussed with respect to the new ventures. This is a marketing or business management elective, and previously was listed as BBM 366.

Prerequisite(s): BMK 305 and BBM 201 and BMK 400


BMK 400
Social Media Marketing
3 credits

This course covers advertising, marketing and communication strategies in the new media landscape where traditional media (e.g., television, print) and the online social media (e.g., Web 2.0, online social networks, user-generated content, blogs, forums) co-exist. Students will investigate the current media landscape and the strategic opportunities (and challenges) that it affords marketers, managers, and consultants who are concerned with how to efficiently and effectively advertise/promote brands and products. Primary focus will be on understanding social media platforms, how to build social media marketing strategies, and how to track their effectiveness. Prerequisite(s): BMK 305


BMK 410
Integrated Marketing Communications
3 credits

This new marketing elective will emphasize strategy, as well as tactics, from a managerial point of view for an Integrated Marketing Communications (IMC) campaign. It will involve a real-world project centered on promotional activities

Prerequisite(s): BMK 305


BMK 413
Marketing Management
3 credits

This course is the capstone course for marketing majors. Using various classroom techniques (e.g., simulations, case studies, etc.), students investigate approaches and problems of the analysis, planning, implementation, and control functions of a marketing plan in order to achieve desired marketing goals within an organization. This is a required course for marketing majors.

Prerequisite(s): BMK 305, BMK 320, and BMK 321


BMK 460
Current Topics in Marketing: Job Search Strategies
3 credits

Using the "4-P's" marketing model as a metaphor, this practical, hands-on course will allow students to learn job-hunting and career-changing strategies. Students will first assess themselves as "Product" (in terms of their skills, experiences, and education), "Price" themselves (in terms of learning how to negotiate salary plus total compensation), and finally "Physically distribute" or "Place" themselves (by deciding where they want to work, live and recreate). They also will identify key "Target Markets" (potential employers), as well as learn how to "Position" themselves (in terms of what makes them a unique and best-qualified job candidate).


BMK 490
Marketing Internship
3 credits

This course provides the student with on-the-job experience in any one of the many marketing fields. Students gain practical experience, while enhancing skills learned in the classroom, and acquire important contacts with marketing professionals. This course is graded satisfactory/unsatisfactory. This is a marketing elective.

Prerequisite(s): BMK 305