Marketing Course Descriptions

MKT 201: Principles of Selling, 4 credits

Examines the sales personality, organization, and procedure and psychology of the sales talk; includes study of sales in the enterprise economy. Students showcase an actual sales presentation developed in the course.
Prerequisites: MKT 208

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Be able to thoroughly explain Communications as a process and why questioning and listening skills are essential to the successful seller.
2. Be able to show how the selling process and buying process result in needs satisfaction for both.
3. Understand how selling is basic to a healthy, growing economy and our society.
4. Understand the differences between retail and industrial selling.
5. Be able to both explain and demonstrate the selling process.
6. Be able to show how and where selling fits in the Marketing Mix.
7. Know the four primary communication/personality styles of buyers and how to work successfully with each.
8. Know at least 8-10 techniques to use in each of the selling steps.
9. Will have been introduced to selling as a potential satisfying and rewarding career.
10. Will have been shown how knowledge, skills and attitudes determine the success of a salesperson.

MKT 208: Principles of Marketing , 4 credits

Explores the development of marketing principles and the role of marketing in an enterprise economy, with analysis of marketing institutions. Cases are required to develop the understanding of the principles. Research on current articles to enhance the discussion of marketing topics is required.

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Know the role of marketing in the Social Economic System.
2. Have been exposed to the concept of marketing research and information gathering.
3. Know what the market consists of in terms of market, money, and people.
4. Understand the influence of cultural and social groups on buyer behavior.
5. Know the nature and importance of the industrial market.
6. Know the nature and importance of marketing of services.
7. Understand the nature and scope of nonbusiness market.
8. Understand the importance of international marketing and alternative orientation toward international operations.
9. Be able to explain consumerism and socially oriented marketing.
10. Be able to discuss market planning, forecasting, and evaluating, and know how to manage the market system and planning in theory and practice.
11. Be able to demonstrate understanding of the essential relationships among the elements of the marketing mix.

MKT 209 : Principles of Retailing, 4 credits

Introduces students to the basic elements of retailing and retail enterprise management. Emphasis is placed upon primary concepts, with maximum exposure to the purchasing, pricing, and control functions.
Prerequisites: MKT 208 and MGT 230

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Know the importance of location and elements that are used to determine a given location and site.
2. Understand store design and the purpose of different types of designs.
3. Understand store layout and the purpose and effect of store layout.
4. Have been exposed to the retail organization, and to the functions and responsibilities of the types of functional organization forms.
5. Understand human resources use and planning, including different types of wage plans.
6. Understand the role of retail advertising, personal selling, and display.
7. Understand retailing services and their purpose.
8. Understand retail credit, including the various types of credit and billing procedures.
9. Be aware of retail security and the problems facing a retailer in establishing security.
10. Understand the retail accounting system.
11. Be able to calculate control and productivity measures applicable to the retail business.

MKT 240: Public Relations, 4 credits

Explores the increasingly important role public relations plays in enterprise. A comprehensive and practical look at the nature, scope, and use of public relations skills.
Prerequisites: MKT 208 and MGT 230

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Understand the definition, history, and modern relevance of public relations.
2. Understand public relations as the social science of implementing change and forming opinions.
3. Understand that effective public relations is a combination of research, planning, communication skills, and creativity.
4. Understand forward and contingency planning as each relates to emergency management.
5. Understand the tools and skills used in media relations.
6. Have a knowledge of production and why it is an important asset.
7. Understand the importance of public relations functions when working on special events.

MKT 241: Marketing Cases and Problems, 4 credits

Utilization of the case method and critical thinking to analyze business problems. Discussion, writing, and presentation skills are required for this course. The student should incorporate into this course concepts from the marketing principles and management principles courses.
Prerequisites: MGT 230 and MKT 208

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Be able to follow sound processes of strategic planning, goal setting, action planning, problem analysis, decision making, logical reasoning, and communication, in analyzing comprehensive written cases.
2. Be able to select important, relevant facts from all of those presented in a case, and determine what information is useful.
3. Be able to organize the facts in a logical manner.
4. Be able to make a determination if the problem is a problem, or symptom of a problem.
5. Be able to formulate alternative courses of action to provide a solution, based on the student's analysis of the problem.
6. Be able to select a specific course of action and explain the reasons for the selection.
7. Be able to exhibit skills in written presentations.
8. Be able to express themselves verbally in a group environment.
9. Be able to defend their analysis and solutions subject to questioning.
10. Understand the nature of the problem, how to deal with rejection, and how to answer questions under stress.

MKT 301: Sales Management, 4 credits

The study and theory of the personal selling element of the marketing communication or promotional mix. Analysis of the organization and direction of sales programs, involving personal selling activities and integration of sales efforts with other elements of the firm, implementation of sales policies, evaluation and control of sales force performance.

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Understand the role of sales management within the corporate structure.
2. Understand the selling process and be able to develop a structure for the sales force.
3. Be able to evaluate sales performance and understand how to select different types of quotas.
4. Understand the problems involved with sales force recruitment and selection.
5. Be able to design compensation and incentive programs for the sales force.
6. Understand sales analysis and cost analysis as they relate to the sales force.

MKT 322: Advertising Management, 4 credits

An in-depth study of management of the advertising function. Explores how advertising fits into the marketing communication areas of American and multi-national enterprise; also explores the management of advertising agencies and small business advertising.
Prerequisites: ADV 110 and MKT 208

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Understand the role of advertising management within the corporate structure.
2. Be able to examine the various roles of each component of the advertising management function.
3. Understand the interdependence of all advertising functions.
4. Be able to analyze current advertising campaigns and strategies.
5. Be capable of examining creative strategies and tactics of an advertising campaign.
6. Be capable of examining media strategies and tactics.
7. Be comfortable with local, regional, national, or international advertisers and advertising agency management strategies.
8. Be aware of the ethical considerations and responsibilities of the advertising management function.

MKT 330: Consumer Behavior, 4 credits

Consumer behavior theory, including the introduction of behavioral models to investigate the psychology of the consumer. Application of consumer behavior principles to customer satisfaction, market planning, and merchandise mix decisions. Ethical, diversity, and international issues are also explored. Prerequisites: MKT 208

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Identify the role of consumer behavior characteristics in the market process.
2. Comprehend the concepts of consumer behavior and its utility.
3. Understand the psychological influences on buyer behavior.
4. Know the nature and importance of the why people buy.
5. Gain an understanding of the nature and importance of consumer behavior.
6. Relate the nature and scope of consumer behavior.
7. Analyze the importance of international consumer behavior and alternative orientation toward consumer behavior operations.
8. Explain consumerism and consumer behavior marketing.
9. Demonstrate understanding of the essential relationships among the elements of consumer behavior.
10. Demonstrate an understanding of consumer behavior planning, forecasting, and evaluating, and know how to apply consumer behavior to the market system and planning in theory and practice.
11. Analyze class presentations and discussions through observations in the classroom.
12. Develop a logical process for analyzing business ethical situations.
13. Learn to be better servant leaders in our families, work, communities, and churches.
14. Employ technology to produce class material and explore related information resources to demonstrate understanding of the essential relationships among the elements of consumer behavior.

MKT 335: Lean Distribution, 4 credits

Lean distribution is based on the Toyota Production System. It is a philosophy of a set of methods for dramatically reducing time from customer order to building and shipping a product that costs less, takes less space, and produces superior quality. This course covers the history, philosophy, and core methodologies of lean distribution.
Prerequisite:  AAM 212

MKT 345: Logistics, 4 credits

This course provides a management guide to the flow of products from suppliers to manufacturers, from manufacturers to distributors, from distributors to retailers and from manufacturers to retailers.  Logistics will be discussed and described in all phases of the transportation system including rail, truck, air and water borne shipments.  The study will help engage students in the overall workings of logistics including an overview of employment opportunities in logistics management.  The course requires strict attendance, a research project, and presentations, exams and short quizzes.
Prerequisites:  MGT 230, MKT 208, MTH 209 or 115

Course Goals and Objectives: 
By the end of this course, Northwood wants students to:

1. Have a general overview and understanding of logistics including economic impacts of logistics management.
2. Understand the supply chain concept including key attributes of supply-chain management.
3. Understand the relationship between technology and logistics including an overview of basic types of information management technology.
4. Be knowledgeable in order management and customer service.
5. Have a general understanding of the domestic transportation system including small and large volume shippers; trucking and carload shippers; and transportation regulations and requirements.
6. Understand inventory management including inventory classifications, related costs and how much and when to reorder stock.
7. Gain knowledge regarding international logistics including a basic overview of international marketing and marketing channels; governmental influences on foreign trade; and logistics channels in international distribution.
8. Understand logistics systems and controls.
9. Understand financial controls.
10. Understand accounting controls.
11. Know how to maintain supply chain integrity.
12. Understand the future direction of logistics.

MKT 404: International Marketing, 4 credits

This course addresses global issues that challenge today’s international marketer while defining concepts relevant to all international marketers. It explores the global enterprise environment, export and import practices, the international legal environment, global market research and promotion, global marketing management, and the financial requirements for global marketing.
Prerequisites: MKT 208 and MGT 230

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Understand the environmental/cultural approach to international marketing.
2. Understand the accelerating trend among countries to form regional marketing groups.
3. Understand international marketing theory and functions.
4. Be able to use host country and third country nationals in marketing management.
5. Understand the impact of government policies in marketing.
6. Understand ethical considerations in marketing.
7. Understand strategic international alliances.
8. Understand joint venture marketing decision making.
9. Know internalizing marketing techniques.
10. Be capable of conducting international product comparison studies.
11. Understand the international market niche.
12. Be capable of developing a Global Marketing Strategy.

MKT 423: Marketing Research, 4 credits

Examines the role of research in the solution of marketing problems, with emphasis on available-data analysis, non-parametric statistical procedures, sampling, variable analysis, and field research methodology. The student will be able to develop research and survey instruments and utilize a software computer package to compute data. The student will be able to analyze and integrate this data in a research project. An empirical research paper will be written establishing a base of data for the primary research. This is a complete empirical research study. Problems are selected to research, conduct a survey, and perform statistical correlation including validity and reliability proofs. The research findings are presented in a professional minor thesis.
Prerequisites: Junior status and MTH 334 and MKT 208

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Understand the business research and the research process.
2. Identify a formal research report and other professional academic models.
3. Comprehend the background of several key problem areas for research through an examination of past and recent primary and secondary data.
4. Analyze the ability to foster good client-researcher relationship.
5. Relate how to conduct professional marketing research.
6. Realize the nature and importance of research.
7. Identify the methodology, value and use of primary data vs. The methodology, value and use of secondary data.
8. Gain an understanding of the factors used in sampling and develop the sample statistically.
9. Demonstrate the ability to define a problem.
10. Explain how to collect data and analyze it statistically.
11. Demonstrate an understanding experience in developing a questionnaire, developing the survey method and analyzing the results.
12. Analyze class presentations and discussions through observations in the classroom.
13. Develop a logical process for analyzing, understanding, and practicing the research obligation and research ethics.
14. Employ technology to produce class material and explore related information resources to demonstrate understanding of the essential relationships among the elements of marketing research.

MKT 424: Marketing Management, 4 credits

A capstone course which builds on the previous classes in marketing principles and marketing research. This is a Team project course which includes development of a market plan and managerial analysis of marketing policy, strategy, organization, administrative structures to facilitate the marketing function, procedures in demand analysis, product planning policy, pricing, and physical distribution. Emphasizes the integration of these marketing activities and its planning and direction.
Prerequisite: MKT 423

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Understand the process involved in the research and analysis necessary to develop the marketing plan.
2. Be able to write, present, and defend a marketing plan.
3. Understand the difficulties involved when evaluating competition and the different types of strategies used to offset competition.
4. Be able to discuss the international marketing environment and the implications to marketing decisions.
5. Be able to analyze and constructively develop a marketing strategy.

MKT 450: e-Commerce and Value Chain Integration, 4 credits

The role of marketing in enterprise, including concepts, problems, and strategies of marketing capital goods, raw and semi-fabricated materials, industrial supplies, component parts, and services to business and industry. The case method approach is used to develop the concepts and techniques in the market.
Prerequisite: MGT 230, MIS 105 or MGT 160

Goals and Objectives
By the end of this course, Northwood wants students to:

1. Understand the similarities and differences between consumer and business to business marketing.
2. Know how the purchasing function is organized in each one of these sizable components of the business to business market.
3. Understand the importance of demand analysis to business to business marketing management.
4. Understand the role of market potential analysis and sales forecasting in the planning and control process.
5. Understand the role of strategic planning in corporate strategy development.
6. Know major components of the business to business marketing planning process.
7. Comprehend the idea of strategic approach for managing the existing product line.
8. Know the elements of the business to business pricing process.
9. Understand the role of advertising in business to business marketing process.
10. Know the importance of examining business to business marketing management as a buyer-seller interaction process.