Undergraduate Marketing Courses

The descriptions of all Marketing courses offered by the Marketing & Logistics department can be found below. For information about the current semester's schedule of courses and sample syllabi, please consult the syllabus directory.

3000 Level

BUSML 3150: Foundations of Marketing

This course presents the concepts, framework and tools of market-based management. The goal of a market-based management system is to deliver superior customer satisfaction, value and profitability. The focus of the course is on identifying, creating, delivering and measuring value creation from the customer’s point of view. Topics include the marketing concept and the role that product, price, promotion, and distribution play in marketing strategy and implementation. The knowledge acquired in this class provides a foundation for all later coursework in marketing. Formerly BUSML 450.

Prerequisites: Econ 2001.01 (200), or equiv. Not open to students with credit for BUSML 3250 (650) or 450. Not open to students in BSBA.

BUSML 3241: Introduction to Entrepreneurial Marketing

This course examines best practices in Entrepreneurial Marketing. Entrepreneurs face unique challenges in successfully building competitive advantages with limited marketing resources. This course covers the analysis of marketing opportunities, identification of the target audience, and the development a marketing strategy, brand positioning and an integrated marketing plan. It reviews product and service development processes and it provides a basis for establishing pricing policies. Formerly BUSML 490.

Prerequisites: Econ 2001.01 (200) or AEDEcon 200, or equiv, and Math 1130 (130), or equiv. Not open to students with credit for 4241 or 490. BSBA students cannot use this course for credit in the Marketing major.

BUSML 3250: Principles of Marketing

This course presents the concepts, framework and tools of market-based management. The goal of a market-based management system is to deliver superior customer satisfaction, value and profitability. The focus of the course is on identifying, creating, delivering and measuring value creation from the customer’s point of view. Topics include the marketing concept and the role that product, price, promotion, and distribution play in marketing strategy and implementation. The knowledge acquired in this class provides a foundation for all later coursework in marketing. Formerly BUSML 650.

Prerequisites: Econ 2001.01 (200), or equiv. Not open to students with credit for BUSML 3150 (450) or 650.

4000 Level

BUSML 4201: Consumer Behavior

This course examines how and why people behave as consumers — either industrial or consumer. Its goals are to provide an understanding of consumer behavior based on extensive research and to provide experience in the application of this knowledge to marketing management and social policy decision making.

Prerequisites: BUSML 3250 (650), BusMgt 2320 (330) and 2321 (331). Not open to students with credit for BUSML 750.

BUSML 4202: Marketing Research

This course examines the role of marketing research in the formulation and solution of marketing problems. Special emphasis is placed on problem formulation, research design, data collection methods (including data collection instruments, sampling, and field operations), and data analysis techniques.

Prerequisites: BUSML 3250 (650), BusMgt 2320 (330) and 2321 (331). Not open to students with credit for BUSML 758.

BUSML 4203: Marketing Strategy

This course focuses on strategic planning and examines how environmental factors affect long-term marketing strategies, how firms adapt to opportunities and threats in dynamic environments and how to assess development of competitive advantages. The case method will be used exclusively in this course which means that students will be responsible for preparing an analysis of a new case each week.

Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for BUSML 752.

BUSML 4204: Marketing Projects

In this advanced marketing course students will act as a consulting team and work with a client firm on a marketing problem, produce a report and present their work.

Prerequisites: BUSML 4201 (750) and 4202 (758) or enrollment in regional campus General Business Program.

BUSML 4210: Advanced Marketing Research

Applications of modern marketing research procedures to a variety of marketing problems are explored in this course. Special emphasis will be placed on survey design and sampling, attitude measurement, perceptual mapping, market segmentation, conjoint analysis, measurement of customer satisfaction.

Prerequisites: BUSML 4201 (750) and 4202 (758)

BUSML 4211: Market Analysis, Development & Forecasting

Before a new product can be launched, or a new segment of customers targeted a firm must assess the size and demand for an offering. Methods used to forecast consumer behavior, market share, and sales (for production and inventory control) will be examined in this course.

Prerequisites: BUSML 4201 (750) and 4202 (758).

BUSML 4212: Customer Relationship Management

This course examines the theories of methods used to identify profitable customers, understand their needs and wants, and how to build a bond with them by developing customer-centric products and services directed toward providing customer value. Hands-on experience with analytical CRM and data mining tools will be provided. A special emphasis will be put on understanding the customer life cycle, market segmentation, customer acquisition, basket analysis, cross-selling, customer retention and loyalty.

Prerequisites: BUSML 4201 (750) and 4202 (758)

BUSML 4223: Foundations of Sales and Sales Management

Examines the basics of business-to-business professional selling and provides core sales management building blocks. Emphasizes the importance of building relationships and adding substantial value to business customers while providing a theoretical and practical overview of the selling and buying process, salesforce structure, and sales tools.

Prerequisites: BUSML 4201, 4202, and BusMHR 2292, or equiv. Not open to students with credit for 4220 and 4221.

BUSML 4222: Services Marketing

This course examines customer touch point analysis, brand consistency, and integrating customer information across the organization. Issues addressed include understanding service failure and recovery, management of service employees and the establishment of a service culture.

Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for 760.

BUSML 4232: Digital Marketing

This course examines the how marketers can utilize emerging media (electronic, online, social and mobile) to promote customer engagement, enhance their traditional marketing mix, and measure the effectiveness of marketing efforts.

Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for 754.

BUSML 4233: Advertising and Promotional Strategy

Provides the tools needed to develop, manage and evaluate an integrated marketing communication campaign. Examines how marketers utilize advertising and promotional programs to enhance marketing efforts. Communication fundamentals, goal setting, creative and media strategy, campaign development and measurement issues, and pricing implications are explored.

Prerequisites: BUSML 4201, 4202, and BusMHR 2292, or equiv. Not open to students with credit for 4230 and 4231.

BUSML 4240: New Product Management

This course will examine state of the art tools and strategies for development of successful new products. Special emphasis will be placed on opportunity identification, concept generation, concept evaluation, product design and development, and commercialization and launch.

Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for 756

BUSML 4241: Entrepreneurial Marketing

This course examines best practices in Entrepreneurial Marketing. Entrepreneurs face unique challenges in successfully building competitive advantages with limited marketing resources. This course covers the analysis of marketing opportunities, identification of the target audience, and the development a marketing strategy, brand positioning and an integrated marketing plan. It reviews product and service development processes and it provides a basis for establishing pricing policies.

Prerequisites: BUSML 4201 (750) and 4202 (758). This course does not count toward the Entrepreneurship Minor.

BUSML 4251: Retail Management

This course examines contemporary distribution channels. The course will focus on strategic decisions for successful retail practices. Industry trends will be examined to highlight how companies design and manage retail, as well as, e-tail environments. Principles and methods will be covered that address decisions regarding location, personnel, purchasing, inventory control, service, expenses and profit margins.

Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for 753

BUSML 4252: Social Marketing & Public Policy

This course examines social marketing, which seeks to benefit a targeted population and the general society rather than a marketer or firm. Non-profit, cause marketing, corporate social responsibility, and sustainability issues are explored.

Prerequisites: BUSML 4201 (750) and 4202 (758).

BUSML 4253: Global Marketing

This course examines the theory of marketing across national borders, as well as marketing and market research within different foreign environments, including the development of marketing strategies by the international company.

Prerequisites: BUSML 4201 (750) and 4202 (758). Not open to students with credit for 757. This course does not count toward the International Business Minor.

BUSML 4254: International Marketing

This course examines the theory of marketing across national borders, as well as marketing and market research within different foreign environments, including the development of marketing strategies by the international company.

Prerequisites: BUSML 3250 (650). Not open to students with credit for 757. This course does not count toward the Marketing Major.