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Undergraduate Studies Catalog

MARKETING (MARK)

e-mail: marketing @luc.edu
www.gsb.luc.edu/depts/marketing

Charles H. Kellstadt Professor of Marketing: S. Stasch

Professor: R. Benton, M. McGrath

Associate Professors: C. Ehrman, P. Richardson, F. Svestka

Instructor: S. Vondran

Visiting Instructor: R. Mullenbach

OBJECTIVES

Marketing is a process by which the products and services you desire are provided by the marketplace. The clothes you wear, the car you drive, the food you eat, and your leisure activities are all partially determined by marketing. By majoring in marketing you will learn (1) how products and services are successfully marketed, (2) how new products are developed and launched, (3) how pricing decisions are made, (4) how products are distributed, and (5) how efficient promotion is planned and implemented. Marketing is both an art and a science. Successful marketing outcomes demand a combination of creativity and the ability to analyze and interpret quantitative information. Marketing managers also have an interest and curiosity about how people behave and make decisions. The study of marketing dynamically integrates concepts from the disciplines of economics, statistics, psychology, sociology, accounting and ethics.

MINOR IN MARKETING

The minor in marketing is an interdisciplinary program open to students in any college or major.

The program of study involves six courses (18 semester hours). MARK 301 is required. Students choose two of the following core business courses: ACCT 201, ECON 201, MGMT 301 and ISOM 247. Three upper-division marketing electives (not including MARK 350) may be chosen from all courses offered by the department except MARK 311. (Students in the School of Business Administration majoring in a discipline other than marketing may include MARK 311 as one of their upper division marketing electives to satisfy this major). Students must earn a "C" average in their minor courses. New courses that satisfy requirements for the minor may be added to this list. Please contact any marketing department faculty for the latest list of applicable courses, for an application, and for further information.

COURSES OF INSTRUCTION

301. Fundamentals of Marketing.
Prerequisite: junior standing.
Develops an understanding of the entire marketing system by which products and services are planned, priced, promoted, and distributed. The major policies which underlie the activities of marketing institutions and the economic and social implications of these policies.

310. Consumer Behavior.
Prerequisites: junior standing, 301.
Introduces various methods, models and findings in the area of consumer research. Studies the influences upon behavior of the forces of culture, subculture, social class, reference groups, the family and personal psychological variables.

311. Market and Consumer Surveys.
Prerequisites: junior standing, 301; ISOM 241 (or equivalent with a minimum grade of "C").
Introduces the basic steps involved in field research. Topics include research design, questionnaire design, sampling, field interviewing, and data analysis. A class project reflecting a current business situation is used throughout the semester to give students a real world, hands-on experience with carrying out a marketing research project and analyzing survey data on the computer.

323. Sales Management.
Prerequisites: junior standing, 301.
The course focuses upon the study of the role of personal selling and management of the sales force in marketing strategy. Topics include organization of the sales force, sales techniques, recruiting, training, compensation and motivation.

325. Consumption and Demand.
Prerequisite: junior standing.
Locating, interpreting, and utilizing customer, sales, competitor, product, and related market data available from secondary sources most commonly employed in marketing. Computer-oriented decision support systems are studied in the context of pricing decisions, forecasting decisions, and other areas.

341. Global Marketing.
No firm, large or small, local or multinational, can ignore international markets. This course examines how differences among countries affect a firmís approach to marketing goods and services. Topics include the effects of foreign competition, economic systems, governments, language and culture. Opportunity to apply marketing principles to such problems as introducing American products in the European community, adapting to national customs of advertising, and devising a strategic marketing plan. The special culture of Italy and Italian consumer preferences will be studied firsthand to see how successful products are priced, promoted, and distributed in Rome.

350. Internship Program.
Prerequisite: junior standing.
Designed to provide controlled, on-the-job experience with participating business, industrial and governmental organizations. Can be taken for a maximum of 3 semester credit hours. Each semester of enrollment requires a term project. This course does not count toward a concentration in marketing. Pass/Fail credit only.

360. Retailing Management.
Prerequisite: 301.
Overview of the retailing industry and the role retailing plays in the marketing system. It reviews the uncontrollable aspects of the environment and how each is considered in a retailing strategy. The strategy consists of targeting the customer segment and matching the product, inventory levels, prices, location and promotion to obtain a consistent image. Internal functional areas are reviewed with emphasis on management principles in the retail organization. Other topics are inventory assortments, open-to-buy system, visual presentation and productivity measures.

363. International Marketing.
Prerequisite: 301.
Emphasizes how a marketing strategy is applied in the global environment. External factors of culture, government, economics, competition and other environmental factors are considered and how they impact an organizationís strategy. Topics include exporting, local marketing and global strategies. Globalization is analyzed in terms of product requirements, pricing, distribution alternatives, and cultural aspects for promotional considerations. Market research needs for customer segmentation and the marketing mix are analyzed.

373. Advertising Management.
Prerequisite: 301.
Study and analysis of the issues and developments that influence modern advertising. Topics include the environmental structure of advertising, the organizational structure of advertising, and the planning and strategies of advertising campaigns.

380. Direct Marketing and the Internet.
Prerequisite: 301.
The objectives of this course are twofold. First, to understand the concepts and theory associated with digital marketing techniques and practices. Second, to apply the concepts learned. Topics in this course include: how the internet differs from traditional media in its implications for marketing communication and distribution; how database marketing is emerging as a primary control mechanism for traditional marketing efforts; and how digital media are transforming the operation of marketing networks and relationships; and how the internet and sales process automation tools are revolutionizing segmentation strategies approaches. To apply concepts, students master HTML programming and complete a digital marketing campaign using the world wide web as the primary marketing medium.

390. Marketing Strategies.
Prerequisites: junior standing, 301, 310 and at least two other marketing courses (excluding MARK 350).
Capstone course that should be the final marketing course taken. Gives an appreciation of the marketing decisions involved in the planning of marketing strategies. Topics include the elements of a corporate plan, marketing analysis, competitive analysis, the environment and the elements of the marketing mix.

395. Independent Study in Marketing.
Prerequisites: junior standing, 301.
Independent study is in-depth research or reading, initiated by the student and jointly developed with a faculty member, into a specialized area of marketing not otherwise covered by department course offerings. Variable credit. This course is for students who major in marketing. Will count toward major requirements. Permission of Assistant Dean required.

399. Special Topics in Marketing.
Prerequisites: junior standing, 301.
Special Topics are scheduled classes offered on an ad hoc basis. Specific titles and content will vary.

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