Marketing (BK)

BK 208 Principles Of Marketing: 3 semester hours

As a general introduction to the ever expanding field of marketing, students study how professionals anticipate consumer needs that guide the organization to develop appropriate strategies. Examining how marketers add value to a company, students will learn that a thorough analysis of the marketing environment includes anticipating and evaluating buyer behaviors while helping the firm recognize key marketing decision areas to develop successful strategies.

BK 300 Advertising and Creative Campaign Strategies: 3 semester hours

This course examines advertising and marketing communications as a creative process. Exploration of mass mediums and interpersonal communication processes and the role they play in an integrated marketing communications program is critical to developing one clear unified voice and image. The study of creative application and its implementation across a continually evolving spectrum is explored.

BK 301 Product Management: 3 semester hours

This course examines the role of the product manager through new product idea generation, product development, research, test markets, and the stages of introduction, growth, maturity, and decline. It covers strategies and tactics required at each level. Prerequisite: BK 208.

BK 305 Professional Selling: 3 semester hours

This course is designed to provide students with a basic understanding of the selling function and its vital role in organizations. Students will learn that a systematic approach to satisfying customer needs and solving problems is the goal to achieve mutually beneficial long-term partnerships. Exposure to a variety of sales professionals and the environments in which they exist helps students understand the challenges found in this wide ranging field.

BK 310 Consumer Behavior: 3 semester hours

This course examines the theoretical and applied dimensions of consumer behavior and how these principles impact marketing strategy. A comprehensive study of the consumer decision-making process and the variables that affect it including memory, learning, perception, lifestyles, culture, groups and attitudes is explored. Additional emphasis is placed on the application of consumer behavioral concepts and their impact on marketing decision-making. Pre-requisite: BK 208.

BK 311 International Marketing: 3 semester hours

This course focuses on marketing management problems, techniques and strategies necessary to apply the marketing concept to the world market place. The necessity of understanding the impact of a country's culture and environment on a marketing program is emphasized as well as the problems of competing in markets of different cultures. Lecture, discussion and case analysis will be used. Prerequisite: BK 208.

BK 321 Marketing Research: 3 semester hours

This course includes marketing research methods and the role of marketing information as a management tool in decision-making. It includes the study of secondary data, focus groups, surveys, experiments, and observations. It addresses the problems inherent in sampling, data collection and analysis of data. Prerequisites: BK 208 and BA 270.

BK 331 Retail Management: 3 semester hours

This course identifies the important economic aspects of retail business and the role of retailing in the distribution of goods and services. Emphasis is placed on strategy, planning and development for a retail operation. Prerequisites: BK 208 and BC 265.

BK 340 Contemporary Topics In Marketing: 3 semester hours

This is a contemporary topics course focusing on technology and marketing. Technology has changed the business model for many organizations and has had a profound impact on marketing decisions. This course will analyze and evaluate the uses of technology in developing marketing strategy and tactics. Topics covered in the course will change as the technology evolves and will reflect the issues most relevant to marketing decisions. Current topics will include e-commerce, new media, customer generated content, mobile marketing, viral marketing, and CRM. Best practices will be identified through company research, readings and application projects. Prerequisite: BK 208.

BK 421 Marketing Internship: 3 semester hours

Students may take advantage of internship opportunities that become available in the area of marketing. These internships include off-campus supervision at local establishments and periodic conferences with the on-campus instructor. The on-campus instructor will determine and further requirements on an individual basis. (Maximum of one semester credit for each three hours per week per semester spent at an outside agency up to a maximum of six semester hours).

BK 431 Marketing Management: 3 semester hours

This course focuses on the major decisions facing a marketing manager when developing a marketing plan and carrying out the marketing process. These decisions include analyzing market opportunities, researching and selecting target markets, and developing marketing strategies. Case analysis and/or a simulation are used, requiring both tactical and strategic decisions. Prerequisites BA 250, BK 321, BA 379, BN204 and senior standing.