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Marketing (MKTG) 1 Marketing (MKTG) 1 MARKETING (MKTG) MKTG 301: Principles of Marketing 3 Credits MKTG 199: Foreign Studies Principles of Marketing covers terminology and important concepts 1-12 Credits/Maximum of 12 related to marketing in the business environment. Domestic and international environments that impact marketing are included, with Courses offered in foreign countries by individual or group instruction. particular emphasis on the marketing environment, segmentation, positioning and targeting. MKTG 301 course objectives include International Cultures (IL) providing an overview and introduction to marketing; demonstrating MKTG 220: Introduction to Selling Techniques the relationship of marketing to other functions and processes in a business organization on an integrated basis; providing real world 3 Credits examples of challenges and issues related to marketing; and explaining and discussing important concepts and analytical tools in marketing. Principles underlying the sales process and practical application of these Major themes embedded in the foundation of MKTG 301 include principles to selling situations. Studies role of selling in total marketing domestic and global economic factors influencing current marketing process. environments; how consumer, business and organizational customers are segmented and targeted; how marketing research and information Enforced Prerequisite at Enrollment: third-semester standing systems are used to create and guide marketing strategies; how products MKTG 221: Contemporary American Marketing are developed to serve customers, businesses and organizations; how service products are developed and managed to meet customer 3 Credits needs; how customers are reached through various conventional and technological channels and how these sales management processes Social and economic aspects, movement of goods and services from are managed; how people in the United States and other nations are producers to consumers; analysis of marketing functions, systems, influenced by marketing in the non-profit sector; how products and and institutions. May not be used to satisfy Penn State Business services are marketed to other businesses and organizational customers; baccalaureate degree requirements. Not available to students who have how marketing communications programs, which include advertising, taken B A 303 or MKTG 301. publicity, sales promotion and web sites, are designed to reach domestic and international customers; how pricing strategies support corporate Enforced Prerequisite at Enrollment: 3 credits in ECON objectives in various economic climates; and how marketing programs MKTG 221W: Contemporary American Marketing adapt to shifts towards global markets. Students may earn credit towards graduation for only one of the following; BA 303, MKTG 301, MKTG 301H, 3 Credits or MKTG 301W. Social and economic aspects; movement of goods and services from Enforced Prereq at Enrollment: (ENGL 15 or ENGL 30H or ENGL 137H or producers to consumers; analysis of marketing functions, systems, ESL 15 or CAS 137H) and (ECON 102 or ECON 104) and (MATH 21 or a and institutions. May not be used to satisfy Penn State Business higher or a satisfactory score on the math placement exam) baccalaureate degree requirements. Not available to students who have taken B A 303 or MKTG 301. MKTG 301H: Principles of Marketing (Honors) Enforced Prerequisite at Enrollment: 3 credits in ECON 3 Credits Writing Across the Curriculum Marketing begins and ends with the customer, from determining wants MKTG 296: Independent Studies and needs to providing customer satisfaction. This course will emphasize fundamental marketing concepts, such as segmentation, targeting, 1-18 Credits/Maximum of 18 and positioning, and the 4 P's (product, price, place, and promotion). In addition, the course will emphasize the use of marketing research Creative projects, including research and design, which are supervised on to inform managerial decision-making. The overarching goal of this an individual basis and which fall outside the scope of formal courses. course is to introduce you to a) the role of marketing within business MKTG 297: Special Topics organizations and society, and b) the concepts and activities in marketing that create and deliver value to customers. At the conclusion of this 1-9 Credits/Maximum of 9 course, students will be able to: 1) explain the fundamental concepts of marketing and the role of marketing in business; 2) apply marketing Formal courses given infrequently to explore, in depth, a comparatively concepts and analysis tools to managerial decision-making; and, 3) narrow subject which may be topical or of special interest. provide real-world examples of challenges and issues in marketing. Major themes embedded in MKTG 301H include: domestic and global MKTG 299: Foreign Studies socioeconomic factors that influence marketing environments; the use 1-12 Credits/Maximum of 12 of marketing research and information systems to create and guide marketing strategies; how consumers, businesses and organizational Courses offered in foreign countries by individual or group instruction. customers are segmented and targeted; how products are developed to serve customers, businesses and organizations; unique issues in the International Cultures (IL) marketing of services versus goods; how customers are reached through conventional and technological channels; the sales function, including 2 Marketing (MKTG) how sales processes are managed; how marketing communications marketplace. Several Internet business models are examined. These programs (including advertising, publicity, sales promotion and new include: business-to-business (B2B); business-to-consumer (B2C); media) influence customers; how pricing strategies support corporate consumer-to-consumer (C2C); and government-to-consumer (G2C); objectives, and how consumers respond to pricing; the roles of non-profit and other permutations of these models. Marketing fundamentals and social marketing; corporate social responsibility and sustainability include market segmentation and product life cycle, and similar topics in marketing; and the impact of marketing on society. Students may are reviewed with the emphasis on Internet implementation. Specific earn credit towards graduation for only one of the following; BA 303, methods for conducting market research using the Internet as well as MKTG 301, MKTG 301H, or MKTG 301W. methods to determine who is the 'average' Internet user are examined. Advertising methods for the Internet vs. the traditional advertising Enforced Prereq at Enrollment: (ENGL 15 or ENGL 30H or ENGL 137H or mediums of TV, radio, and print, and methods to measure advertising ESL 15 or CAS 137H) and (ECON 102 or ECON 104) and (MATH 21 or a success on the Internet are discussed. The Internet removes existing higher or a satisfactory score on the math placement exam) roadblocks and adds new roadblocks for businesses, thus requiring Honors different pricing strategies. Distribution channels and methods of supply--chain management are studied. How marketers utilize e-mail, MKTG 301W: Principles of Marketing site commissions, cookies, filters, and databases is examined. Security, 3 Credits privacy, and ethical issues, e.g., consumers' rights to privacy and sale of consumer information, are reviewed. Finally, a market plan to migrate Principles of Marketing is a three credit course offered each semester business functions to the Internet is developed. across Penn State and covers terminology and important concepts related to marketing in the business environment. Domestic and Enforced Prerequisite at Enrollment: BA 303 or MKTG 301 international environments that impact marketing are included, with MKTG 310: Public Relations and Marketing particular emphasis on the marketing environment, segmentation, positioning and targeting. MKTG 301W course objectives include 3 Credits providing an overview and introduction to marketing; demonstrating the relationship of marketing to other functions and processes in a Examination of the role of public relations in a company's efforts to business organization on an integrated basis; providing real world manufacture and market its products and services. examples of challenges and issues related to marketing; and explaining and discussing important concepts and analytical tools in marketing. Enforced Prerequisite at Enrollment: BA 303 or MKTG 301 Major themes embedded in the foundation of MKTG 301W include MKTG 327: Retailing domestic and global economic factors influencing current marketing environments; how consumer, business and organizational customers 3 Credits are segmented and targeted; how marketing research and information systems are used to create and guide marketing strategies; how products Management of marketing institutions in distribution channels from are developed to serve customers, businesses and organizations; producers to consumers. Emphasis on retail institutions: location, how service products are developed and managed to meet customer personnel, merchandising, control, promotion. needs; how customers are reached through various conventional and technological channels and how these sales management processes Enforced Prerequisite at Enrollment: BA 303 or MKTG 301 are managed; how people in the United States and other nations are MKTG 330: Consumer Behavior influenced by marketing in the non-profit sector; how products and services are marketed to other businesses and organizational customers; 3 Credits how marketing communications
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