Executive Passport Program Areas of Study
MKT315 Principles of Marketing (Required 3). An introduction to the decision-making concepts and processes used in developing effective marketing programs for consumer and industrial goods and services. (Junior level course.)
MKT316 Consumer Behavior (3). An analysis of behavioral factors affecting consumer decision-making and demand. Emphasis is placed on conceptual and technical tools used by managers for practical application in profit and non-profit firms.
Prerequisite: MKT315.
MKT419 Professional Selling (3). This course offers the student an opportunity to learn and practice skills of personal selling in a professional manner. Stages of the professional selling process are explored, with emphasis on development of adaptive selling techniques and effective interpersonal communication skills.
Prerequisite: MKT315.
MKT420 International Marketing (3). This course investigates the use of the marketing variables and marketing strategy in developing countries and avoiding the pitfalls in marketing in countries outside the United States. The importance of differences among nations in language, culture and social forces, politics and laws, values, channels of distribution, and buyer behavior is examined.
Prerequisite: MKT315.
MKT440 Advertising & Promotions Management (3). An applied course on the practice of advertising and promotion management, utilizing skills from previous marketing courses (such as market research and consumer behavior), as well as developing new ones related to promotion techniques. Topics covered include research and analysis of market situations and consumer behavior; positioning strategies; budget planning; promotion tools development and creation; event planning and promotion, and measuring promotion effectiveness.
Prerequisite: MKT315.
MKT450 Marketing Management (3). The purpose of this course is to study and practice the managerial approach to marketing, where marketing managers are viewed as decision-makers and problemsolvers. Using cases as a focus, students develop skills in linking the logic and concepts of marketing to relevant data, analyzing the data, and making rational decisions.
Prerequisite: MKT315.
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