Marketing

Course Descriptions & Syllabi

Course descriptions are listed numerically. Prerequisites, if any, are indicated in italics above the course descriptions. These prerequisites have been established to assure an adequate and uniform background for students in advanced classes. Franklin University reserves the right to alter course offerings or course content without notice. Not all courses are offered every trimester.

MKTG 300
Marketing (4 cr. hrs.)

Prerequisite(s): Business Principles (BSAD 110).
A general course in marketing theory and methods. Among topics discussed are the importance of marketing, the interrelationship of the different phases of marketing, the differences between the marketing of goods and services, wholesaling, retailing, pricing strategies, analysis of markets, and distribution.

MKTG 320
Advertising (4 cr. hrs.)

Prerequisite(s): Marketing (MKTG 300).
The study of the components of advertising and its function within the total marketing function. The course examines advertising campaigns and procedures dealing with planning, creation, production, media, management, research and budgeting.

MKTG 330
Marketing Behavior (4 cr. hrs.)

Prerequisite(s): Marketing (MKTG 300). Not open to students with credit for Consumer Behavior (MKTG 330).
An understanding of consumer decision processes is developed through application of behavioral sciences. Organizational decision–making processes are also considered. The implications of these processes are considered in relation to marketing, organizational strategies and decision making.

MKTG 332
Marketing Research (4 cr. hrs.)

Prerequisite(s): Statistical Concepts (MATH 215) OR Statistics I (MATH 230) and Marketing (MKTG 300).
Students develop an understanding of the theories and techniques of planning, conducting, analyzing and presenting market studies. Students will study different methodologies with emphasis on primary research including questionnaire design.

MKTG 350
Persuasive Strategies: Influencing Business and Consumer Decisions (4 cr. hrs.)

Prerequisite(s): Marketing (MKTG 300).
This course focuses on the most prevalent promotional and persuasive approaches used in written, oral, and electronic communication. Students investigate the psychological aspects of persuasion and influence. Methodologies that incorporate analyses of audience, situation, and purpose are evaluated. The application of effective strategies for sales, product introduction, and advocacy for a position are emphasized.

MKTG 410
Marketing Internship (1-4 cr. hrs.)

Prerequisite(s): At least 12 credit hours of Marketing.
This course provides students with an opportunity to receive academic credit for supervised professional training and experience in an actual work environment. This Internship is an ongoing seminar between the student, the faculty member and the employment supervisor. It involves a Learning Contract, periodic meetings with the faculty representative, professional experience at a level equivalent to other senior-level courses and submission of materials as established in the Learning Contract. Participation cannot be guaranteed for all applicants.

MKTG 430
Relationship Marketing (4 cr. hrs.)

Prerequisite(s): Marketing (MKTG 300). Not open to students with credit for MGMT 430.
Students develop skills in planning, constructing and organizing one-to-one marketing activities. Included in these activities are collaborative relationships between consumers and sellers that can be applied by both small and large organizations. New technologies in interactive marketing and in database creation and implementation will be studied.

MKTG 450
Global Marketing (4 cr. hrs.)

Prerequisite(s): Marketing (MKTG 300).
A course in marketing theory and methods as they apply to world markets. Among the topics discussed are: the importance of linking international marketing with the overall strategy of the business while examining the impact of cultural, political and legal issues and the economic differences in global strategies. Emphasis is placed on developing the marketing mix appropriate to various international global environments.

MKTG 480
Special Topics in Marketing (1-4 cr. hrs.)

Prerequisite(s): Determined on a course-by-course basis and published in the trimester Course Schedule.
A variable content classroom course in marketing in which students pursue topics or subjects of current interest that are not part of the regular curriculum. A specific course description will be published in the Course Schedule for the trimester the course is offered.

MKTG 495
Integrated Marketing (4 cr. hrs.)

Prerequisite(s): Senior standing, Advertising (MKTG 320), Marketing Behavior (MKTG 330) and Marketing Research (MKTG 332).
This course serves as the capstone for the marketing academic area as well as a bridge to the marketing profession. Three major components comprise the course: the analysis of a contemporary marketing case, evaluation of alternative marketing strategies and the preparation of a comprehensive marketing plan for a client.

MKTG 499
Independent Studies in Marketing (1-4 cr. hrs.)

Prerequisite(s): Minimum 2.00 cumulative GPA, at least 16 credit hours completed at Franklin, related coursework completed with minimum grade of “B” and permission of Program Chair.
Independent studies courses allow students in good academic standing to pursue learning in areas not covered by the regular curriculum or to extend study in areas presently taught. Study is under faculty supervision and graded on either a Pass/No Credit or a letter grade basis. (See “Independent Studies” for more details.)