Courses in Marketing


MKT 2020: Principles of Marketing (3)
An introduction to business activities and behavior involved in marketing goods and services in a market economy. Topics include the marketing function, consumer behavior, marketing practices of firms, and the interaction of firms’ marketing activities with external market forces.


MKT 3100: Advertising and Marketing Communication (3)
Prerequisite: MKT 2020
An introduction to the theories and principles involved in several types of marketing communications, including advertising, sales promotion, public relations, direct marketing and in-store promotions. This course has a research emphasis, and will require students to conduct original research projects and present results.

MKT 3500: Consumer Behavior (3)
Prerequisite: MKT 2020
This course presents business students with a cross-section of social science perspectives on consumer behavior. These will include the fields of psychology, social psychology, sociology, and anthropology as they pertain to consumers’ acquisition and use of products. Additional theories and findings will be incorporated from biogenetics, history, semiotics and neuroscience. Applied experience will be gained through analysis of research projects in which students will collect and interpret consumer behavior data.


MKT 4100: Marketing Research (3)
Prerequisite: MKT 2020
The Marketing Research course is designed to introduce students to the fundamentals of both qualitative and quantitative research design, implementation and evaluation. Within qualitative research the topics include in-depth interviews, focus groups, projective techniques, participant observation and ethnography. Quantitative material includes questionnaire design and testing, issues of reliability and validity, sampling, statistical significance testing, nonparametric statistics for small samples, and analysis of variance.