Marketing Electives Towards Entrepreneurship Concentration

MKTG 3208 Consumer Behavior
(208) Either semester. Three credits. Prerequisite: MKTG 3101; open to juniors or higher. Not open for credit to students who have passed, or are currently enrolled in, MKTG 3209. The analysis of consumer decision processes as they relate to marketing management decision areas. Several models of consumer behavior are studied as are the psychological phenomena of learning, motivation, and attitude development, and the sociological influences of social class, reference groups and culture.

MKTG 3260 Marketing Research
(280) Either semester. Three credits. Prerequisite: MKTG 3101 and OPIM 3103; open to juniors or higher. Course covers strategies and techniques for obtaining and using market information from consumer and business-to-business markets. Emphasis on: translating managerial problems into research questions, designing research, selecting alternate research methods, and analyzing and interpreting market research data. Students gain hands on, computer based experience in analyzing market data.

MKTG 3370 Global Marketing Strategy
(270) First or second semester. Three credits. Prerequisite: MKTG 3101. This course is a study of the marketing concepts and analytical processes used in the development of programs in international markets. The course emphasizes comparative differences in markets, marketing functions, and political considerations. It includes the application of a systems approach to the evaluation of opportunity and to the solution of major global marketing problems. Emphasis is placed on the analysis and synthesis of marketing programs to determine the appropriate marketing mix for various international business enterprises.

MKTG 3753 Entrepreneurial Marketing
First and/or second semester. Three credits. Prerequisite: MKTG 3101 or BADM 3750; open to juniors or higher. Not open to students who have passed or are currently enrolled in BADM 3753. This course focuses on the key marketing concepts and practices relevant to entrepreneurial ventures when introducing new products and services. It focuses on the assessment of market potential, marketing strategies and decisions in the context of limited resources and conditions of risk and market uncertainty, and the role of marketing in the commercialization process. Attention is given to product, pricing, promotion, and distribution decisions, and customer relationship management to co-create value with the customer.