Marketing Courses 

2014-15 Undergraduate Academic Catalog

MKT 311 PRINCIPLES OF MARKETING (4 sh)
This study of the marketing and distribution of goods and services includes buyer behavior, the marketing functions, commodity and industrial markets, merchandising considerations, price policies and governmental regulation of competition. Prerequisites: ECO 111 and BUS 202. Sophomore standing required. Course credit not given for both BUS 304 and MKT 311. Offered fall and spring.

MKT 412 NEW PRODUCTS DEVELOPMENT AND BRANDING (4 sh)
This course will focus on how new products are developed and marketed, including ideation, consumer insights and communication strategies. Using a combination of case studies and real-world “best practice” examples, this class will highlight the factors that contribute to new product success, particularly how to identify “big ideas” and bring them to fruition. This course is ideal for students considering a career in marketing as well as those contemplating entrepreneurial opportunities. Prerequisite: MKT 311.

MKT 413 INTEGRATED MARKETING COMMUNICATIONS (4 sh)
This course focuses on management of the communications aspects of marketing strategy. Those aspects of the marketing mix most pertinent to marketing communications objectives, in particular targeting, segmentation and positioning, are reviewed and expanded upon. Models and modes of communication, both verbal and pictorial, are discussed. Traditional media including advertising, personal selling, sales promotion, direct marketing and public relations, and their strengths and weaknesses, are discussed, as well as new digital media and viral marketing. Prerequisite: MKT 311. Offered spring.

MKT 414 MARKETING RESEARCH (4 sh)
This course provides an introduction to the different methods of marketing research and the application of those methods to real problems. This is a highly applied course; students will learn by conducting marketing research, not just by reading about it. Students will get “hands on” experience by developing a research program, collecting and analyzing data, reporting and presenting results, and making final strategic recommendations. While this is not a course in statistics, students will rely heavily on statistical principles and statistical analyses to glean insights from the data. Prerequisites: MKT 311 and ECO 203. Offered fall and spring.

MKT 415 CONSUMER BEHAVIOR (4 sh)
This course for the marketing concentration focuses on the application of the behavioral sciences to understand consumer behavior. Emphasis is placed on developing an appreciation for the scope of the topic, understanding the essentials underlying consumer behavior and developing an ability to relate such understanding to important issues faced by marketing practitioners. Traditional research-oriented topics include attention and perception, memory, learning, attitude formation, persuasion, motivation, behavioral decision-theory and environmental (e.g., social and cultural) influences. All topic presentations will include a discussion of practitioner-oriented managerial implications. Prerequisite: MKT 311. Offered fall.

MKT 416 GLOBAL MARKETING  (4 sh)
This course for the marketing and International business concentration explores the scope of global marketing. Examining the impact the global environment has upon marketing decisions and strategy formulations. Through analyses of different types of markets, students develop an understanding and appreciation of how the world is “shrinking” and the influence this has on U.S. businesses, individuals, households and institutions. Students will monitor the global environment and report their findings on specific regions of the world to the class in order to make students more aware of the global environment. Prerequisite: MKT 311. Offered fall and spring.

MKT 417 BUSINESS-TO-BUSINESS MARKETING (4 sh)
This course for the marketing concentration focuses on exploring and understanding business-to-business (B2B) marketing. The study of B2B marketing provides an opportunity for students to synthesize their knowledge of B2B or industrial marketing with other, highly-related business disciplines (accounting, finance and management) in order to move products through the supply chain from producer to the ultimate consumer. B2B relationships, interfaces, strategies, problems and performance measures are explored through the case method. Prerequisite: MKT 311.
 
MKT 418 PROFESSIONAL SELLING (4 sh)
This course focuses on developing relationships by developing powerful interpersonal communication skills, understanding buyer motivations and adding value to clients through long-term relationships. This course combines theory with real-world examples to allow students to understand how professional salespersons implement marketing plans and
successfully undertake their role in identifying and satisfying customer needs. Prerequisite: MKT 311. Offered fall and spring. 

MKT 419 SALES MANAGEMENT (4 sh)
The sales management course is an analysis of professional selling practices with emphasis on the selling process and sales management, including the development of territories, determining potentials and forecasts, and setting sales quotas. Students also learn how salespersons are recruited, trained, motivated and evaluated in a global economy. Prerequisite: MKT 311. Offered fall and spring.

MKT 420 CUSTOMER RELATIONSHIP MANAGEMENT (4 sh)
The Customer Relationship Management (CRM) course is designed to introduce students to the utilization of technology in professional sales. This course focuses on sales force automation and principles of customer relationship management (CRM). Curriculum will introduce students to CRM concepts and functionality for sales representatives and managers.   Students will develop full proficiency in using CRM systems through hands on use of Salesforce.com. Prerequisite: MKT 311. Offered spring.
 
MKT 491 ADVANCED INDEPENDENT STUDY (1-4 sh)Students pursuing the marketing major may complete individual study in an area of special interest that is not otherwise covered in regular course offerings. Study is to be undertaken under the guidance  of a member of the marketing faculty. An Independent Study form must be completed prior to registration. Prerequisites: will vary with the topic, but will generally include completion of MKT 311 and MKT 414. Enrollment limited to marketing majors. Offered fall and spring. 
 

Entrepreneurship Courses

ENT 250 CREATIVITY AND THE DOER/MAKER MINDSET (4 sh)
This course is an introduction to entrepreneurship with emphasis on critical thinking, creativity, opportunity recognition, and the ability to take action. Students will develop an understanding of the entrepreneurial thought process and characteristics of entrepreneurs as they explore the feasibility of novel ideas given environmental factors, market and competitive forces, and the needs of their social or commercial audience. Offered fall and spring.

ENT 340 ENTREPRENEURIAL FINANCE (4 sh)
This course focuses on managing and funding entrepreneurial ventures. Specific focus includes understanding business models, different types of organizations, and the means by which ventures can be financed. Exercises involve identifying appropriate sources of funding, reviewing potential risks and rewards, determining venture valuations, analyzing funding requirements, and preparing pro forma financial analyses. Prerequisite: ENT 250. Offered fall and spring.
 
ENT 350 ENTREPRENEURSHIP SKILLS (4 sh)
In this course, students learn about and engage in activities related to success as an entrepreneur. Specifically, students will participate in self-exploration exercises to identify strengths and weaknesses, develop communication skills, learn team building strategies, and develop networking and negotiation skills identified as critical for building strong entrepreneurial ventures. Offered fall and spring. NOTE: This course no longer counts toward an entrepreneurship major or minor EXCEPT for students enrolled at Elon during or prior to the 2013-2014 academic year.

ENT 355 ENTREPRENEURSHIP FOR THE GREATER GOOD (4 sh)
This course provides students an inside view of how entrepreneurial thinking can be applied in many environments including sustainability, social ventures, nonprofits, corporate “intrapreneurship," investment firms such as venture capital firms and hedge funds, and the founding of new ventures. Prerequisite: ENT 250. Offered fall and spring.


ENT 460 BRINGING THE VENTURE TO LIFE  (4 sh)
This course focuses on developing business plans for new ventures and on the entrepreneurial process of new venture creation. Topics include idea conception, developing research resources, competition analysis, risk management, funding strategies, pro forma financial projections, consideration of milestones, exit strategies and social responsibility. Prerequisite: ENT 340. Offered fall and spring.

ENT 490 STARTUP IMPLEMENTATION  (4 sh)
This course is designed for students ready to act on entrepreneurial ideas. Students in this class will implement previously developed plans, build product or service prototypes, launch websites or marketing campaigns, or otherwise begin startup related activities. Periodic reviews with the course professor will be held to assess progress against agreed upon milestones and to identify issues and necessary adjustments. Prerequisite: Approval of Marketing and Entrepreneurship department chair. Offered spring.

Business Administration Courses

BUS 202 BUSINESS COMMUNICATIONS (4 sh)
Methods for organizing ideas, formatting information, understanding audience needs and developing a professional communication style are emphasized in this course focusing on oral and written communication. Students practice writing business reports, letters, email messages and memoranda; students sharpen their skills in effective oral presentation
through individual and team presentations. Cases and exercises emphasize informative and persuasive communication. Prerequisites: ENG 110 and sophomore standing or higher. Offered fall and spring.
 

BUS 221 LEGAL AND ETHICAL ENVIRONMENT OF BUSINESS (4 sh)
This course provides an introduction to the relationships among the firm, society, and the laws and regulations governing the conduct of business. Topics covered include corporate social responsibility, sustainable business practices, the structure of the legal system, as well as key substantive areas of legal regulation such as antitrust, intellectual property, torts, products liability, contracts, employment and more. Offered fall and spring.

BUS 225 INFORMATION SYSTEMS FOR ONLINE TRADING (4 sh)
The objective of this course is to provide students the knowledge to manage their own personal investments with today’s available online trading systems and financial knowledge base systems; to meet that objective, the course will expose students to various information systems that are available online to help them in trading/investment decisions. The course will also cover the nature of financial markets, how technology systems play pivotal roles in these markets, and the technical, economic and global forces affecting the movement of stocks and options prices. Offered winter.

BUS 301 ADVANCED APPLICATIONS: EXCEL FOR BUSINESS (4 sh)
Microsoft Office Excel is a rich computer application with impressive analytical capability and more and more businesses, especially those dealing with statistical and financial information, are finding its powers critical to their future success. This course exposes students to some of the advanced capabilities of Excel, including statistical analysis, financial analysis and modeling, PivotTables, scenario tools, a variety of add-ins, the creation of macros, and advanced charts and graphs. After taking this course, students will have demonstrated knowledge of the more advanced features of Microsoft Excel. Offered fall, winter and spring.

BUS 303 INTRODUCTION TO MANAGING (4 sh)
For nonmajors and business administration minors, this introductory course examines universal business processes such as goal setting, planning, decision making, motivation, human resource management and control that are utilized by both not-for-profit and government organizations. Sophomore standing required. Course credit not given for BUS 303 and MGT 323. Offered fall, winter and spring. Sophomore standing required.

BUS 304 INTRODUCTION TO MARKETING (4 sh)
For nonmajors and business administration minors, this introductory course examines marketing principles which are applied by all organizations. Credit not given in the major for BUS 304. Course credit not given for both BUS 304 and MKT 311. Offered fall, winter and spring. Sophomore standing required.

BUS 326 OPERATIONS AND SUPPLY CHAIN MANAGEMENT (4 sh)
This course explores the importance of operational methodologies such as demand forecasting, inventory management, project management, quality assurance, and just-in-time and lean activities within the context of supply chain management and their impact on the profitability of the company. Operations and supply chain management together form one of the three core business functions. Prerequisites: ACC 212, ECO 203, MGT 323 or BUS 303.

BUS 366 FIELD EXPERIENCE IN BUSINESS (4 sh)
This course revolves around visits to diverse local businesses and analyses of the businesses visited. Prerequisite: Permission of instructor. Sophomore standing required.

BUS 381 INTERNSHIP IN BUSINESS (1-4 sh)
This course is designed to provide LSB majors with hands-on experience. Students will work in off-campus positions to confirm or clarify career goals, test what they have learned in their classes, gain a clearer sense of what they still need to learn and build their professional network. This program will be managed and monitored by the LSB internship coordinator and one credit hour is based on at least 80 work hours. Students systematically evaluate themselves and the organization in which they work over the course of the term to determine: “If offered a career employment opportunity with this organization at the end of the term, would I accept? Why or why not?” The “why or why not” will focus on the potential fit between a student’s individual strengths/interests and the organization’s environment and culture. Offered fall, winter, spring, summer.

BUS 465 BUSINESS POLICY (4 sh)
This capstone course integrates students’ experiences and previous study through case studies and simulated business decision exercises. Prerequisites: MKT 311, MGT 323; BUS 326 for entrepreneurship, finance, international business, management and marketing majors or ACC 336 for accounting majors; ECO 301 (entrepreneurship, management and marketing majors only); ECO 310 for finance majors; ECO 314 for international business majors; FIN 343; and senior status. Offered fall and spring.

BUS 472 SEMINAR: SPECIAL TOPICS IN INTERNATIONAL BUSINESS (4 sh)
This advanced study consists of readings and discussion of special topics and involves participation by students, faculty and other resource persons.

Love School of Business Courses

LSB 352 STRATEGIES FOR CAREER PREPAREDNESS (1 sh)
The purpose of this course is to further prepare LSB majors for the exciting and challenging world of business. The course is intended to help prepare students to secure a job or internship through self-assessment, résumé creation, interviewing skills, networking skills, business etiquette and some basic professional communication skills. Sophomore standing
or higher required.
 

This page was updated June 30, 2014.