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 firm’s 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 organization’s 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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