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Marketing Course Descriptions

MKT 310 Introduction to Marketing [3] This course examines the dynamics of marketing and its important role in today's society. In addition to discussing marketing functions, marketing organizations, marketing research and other key dimensions of marketing, the course will address cultural, social, ethical, legal and international aspects of the field. Case studies and examples of business and non-business organizations will be discussed. Prerequisites: EC 110 and 211 for Barney students or EC101 for non-Barney students. 

MKT 325 Marketing Communications [3] This course presents an integrative approach to the creation, implementation, and measurement of all of the ways in which an organization communicates with its external public. While focusing on the communications tools of advertising, publicity, sales promotion, and personal selling, this course takes a marketing management perspective and explains how communications is used to help satisfy customers and achieve the goals of the organization with special consideration given to entrepreneurial and small businesses. This is a survey course that stresses an understanding of the terms, concepts, and processes involved in the creating of the integrated marketing communications. Prerequisite: MKT 310

MKT 330 Retail Management [3] This course explores and evaluates the dynamic role of retailing in the marketing of consumer goods and services. Significant changes in the American retailing environment, in the character of retail competition and in the organizational structure of retail firms are examined. The methods and principles of marketing as applied to retailing including site selection, sales stimulation, pricing policies, merchandising, purchasing, etc. are introduced. Prerequisite: MKT 310

MKT 332 Merchandising [3] Offers specific instruction in and discussion of the development of merchandising techniques. The course includes preparation of merchandise budgets; use and interpretation of merchandise information systems: determination of mark-up and gross margin; control of mark-downs; merchandise arithmetic, purchase order preparation; maintenance of good vendor relationships; importance of communicating with and cooperating with the non-merchandising areas of the retail organization; analysis of operating statements. Prerequisite: MKT310

MKT 335 Personal Selling and Sales Management [3] Examines persuasive techniques utilized in promotional presentations conducted on a person-to-person basis, and studies the methods used to develop, operate and control sales organizations. Prerequisite: MKT 310

MKT 340 Consumer Behavior [3] Examines the decision processes used by individuals and households in obtaining and using goods and services. The influences of individual demographic and psychographic differences as well as cultural, ethnic, social, and environmental factors are explored to build an understanding of consumer behavior in a global economy. Current theories and models are studied and applied to actual marketing situations. Prerequisites: MKT 310.

MKT 350 Multinational Marketing [3] An applied introduction to concepts of international marketing management with an emphasis on development of global and regional marketing programs, entry strategies and the importance of understanding economic, sociocultural differences and other environmental forces.
Prerequisites: MKT 310

MKT 360 Business Marketing [3] An applied examination of the basic principles that govern the distribution of business product/services and the management of business marketing organizations. Attention is focused on business marketing problems, with special emphasis placed on strategic and tactical planning processes, product development programs, pricing policy, distribution, promotion and other important aspects of the business marketing field. Prerequisite: MKT 310

MKT 365 E-business Marketing [3] The purpose of this course is to provide an overview of e-business marketing from the perspective of traditional and virtual companies. Through written projects and in-class presentations/assignments, students gain both knowledge and experience with electronic-based marketing as part of an overall marketing strategy for firms. Students are also given tools that aid in the necessary updating of this rapidly developing body of knowledge. Prerequisite: MKT 310.

MKT 420 Marketing Research [3] Explores the identification, collection and analysis of information relevant to decision making by the marketing executive. Students become acquainted with the marketing research process and methods of data collection and analysis. They gain experience through the design and implementation of a marketing research study and the preparation of a professional project. Prerequisites: MKT 310 and QNT 230.

MKT 444 International Field Study in Marketing [3] Offers a comparison of advertising systems in the United States and a designated foreign country. Emphasis is placed upon the structure, organization and the socio-economic forces creating similarities (and dissimilarities) in the performance of the advertising-marketing functions. Students will gain general knowledge of advertising in both countries and conduct an in-depth comparative study of one aspect of advertising. The course will take place at the University of Hartford and in a designated foreign country. Prerequisite: MKT 310. (X)

MKT 451 Introduction to Advertising [3] Covers the principles, concepts, practices, and ethical considerations underlying the preparation and use of advertising as a tool of marketing. Topics include advertising objectives, investments, message development, media planning, measurement of effectiveness, along with the regulatory, legal, economic, and social aspects of advertising. Prerequisite: MKT 310.

MKT 452 Advertising Strategies and Management [3] From a managerial perspective, emphasizes the development, execution, and evaluation of advertising campaigns. Includes agency-client relationships, budgeting, development of strategy, and implementation. Prerequisite: MKT 310 or CMM 240.

MKT 453 Public Relations [3] Emphasizes the relationship between an organization and its internal and external publics. The role of public relations as a function of integrated marketing communication is presented. Topics include communication theories, ethical crisis management, and marketing publicity techniques. Students build skills in planning, implementing, and analyzing the effects of campaigns. Prerequisite: MKT 310.

MKT 454 Marketing Strategy [3] Combines management approaches to marketing strategy, intensive analysis of actual ongoing company problems necessitates development of program incorporating product, price, promotion, and pipeline decisions in consonance with market targets, company resources, and profit goals. Prerequisites: Senior standing and major in marketing.

MKT 480 Internship in Marketing [3] This course fulfills the required internship for students majoring in Marketing. Under the supervision of a faculty advisor, students will gain field experience with a for-profit or not-for-profit organization. Prerequisites: BAR 210, MKT 310, Junior status, departmental approval, cumulative GPA of 2.0.

MKT 481 Independent Marketing Study [3] Provides an opportunity for individual research and/or study under the guidance of a faculty advisor. Prerequisites: Senior standing and approval of a faculty advisor.

MGT 482/MKT 482 Small-Business Practicum [3] Interested students gain experience working with micro businesses in the Upper Albany neighborhood. Participants are assigned to specific businesses and will assist them in specific areas as defined by each business needs assessments. Students also have the opportunity to share specific, relevant interests and expertise with the businesses. Much of the work will take place on-site at each business or in the Upper Albany Main Street office. Students are expected to spend at least 10 hours per week during business hours (9 a.m.5 p.m.) with their businesses. May not take both BAR 270 and this course. Prerequisites: Junior standing, a grade point average of 2.5, and permission of instructor.

MKT 490 Special Topics in Marketing [3] A critical and intensive study of selected topics in the field of marketing. Prerequisite: Senior standing or permission of instructor.

CMM 240 Introduction to Media [3] Survey of the development, uses, economics, and content of communication media. Traditional mass media (broadcast, film, cable television, print), as well as the more interactive and micro media (Internet and digital media), are explored.

CMM 260 Communication and Advertising [3] Study of the theories and practices of advertising with special emphasis on message creation and selection of appropriate media. Historical, economic, social, and psychological aspects of advertising. Practice in applying principles in final term project. Prerequisite: CMM 240.

CMM 270 Introduction to Public Relations [3] This course introduces the major components of public relations, including strategies for problem resolution, media to execute strategies, and evaluation to assess program effectiveness.

CMM 360 Advertising Copywriting and Layout [3] Rigorous study and practice in planning and preparing advertising messages. Emphasis on writing. Artistic and social scientific aspects of advertising creativity. Writing and visualization for print, broadcast, and peripheral media. Lecture and laboratory. Prerequisite: CMM 260.


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