Pamplin College of Business

Marketing

Marketing displayhttp://marketing.cob.vt.edu/

Kent Nakamoto, Head
Robert O. Goodykoontz Professor of Marketing: D. Brinberg
R. B. Pamplin Professor of Marketing: K. Nakamoto
Professors: E. F. Fern; J. E. Littlefield; M. J. Sirgy; J. L. Ozanne
Associate Professors: E. Coupey; N. M. Klein
Assistant Professors: E.I. Chandon; K. Weaver; Y. Zemack-Rugar
Visiting Assistant Professor: J. Machin
Emeritus Faculty: M.M. Bird; J. E. Keith
Director, Undergraduate Programs: D. Rieley (231-5759)

Overview

    Marketing consists of the spectrum of activities that join production of goods and services with the consumer or industrial user. Marketing management consists of planning, implementing, and controlling marketing activity. Included among these activities are such things as helping to design products or services to satisfy customers' needs, designing pricing strategies to achieve profitable utilization of resources, implementing distribution procedures to obtain a smooth flow from production to use, and evaluating the personal selling and advertising operations to assure that users have sound bases for their buying choices. Marketing management is closely affiliated with such social and behavioral sciences as economics, sociology, and psychology, as well as such quantitative disciplines as accounting, statistics, management science, and computer science.

    The undergraduate program in marketing management is designed to offer the student a broad business education with an emphasis on professional training for development of marketing strategies and managing marketing operations. Numerous specializations are afforded by the field. First, the market for goods in the private sector divides itself into two major parts: the consumer market and the industrial market. Specialization in either market can be easily accomplished in the marketing program by selection of electives. Other specializations may be achieved by the same procedure.

    In addition to the undergraduate program, the faculty in marketing management offer a master's and a doctoral degree for those students interested in more technical positions, such as marketing research; more rapid promotion with certain employers; or positions in higher education.

    The department participates in the Cooperative Education Program in which qualified students may alternate semesters of study with semesters of professional employment.

Requirements

    In addition to fulfilling the college of business requirements for the first two years and the junior and senior core course requirements, each student must meet the following course requirements:

MKTG 3154: Marketing Skills (3)
MKTG 4154: Marketing Research (3)
MKTG 4204: Consumer Behavior (3)
MKTG 4304: Marketing Communications (3)
MKTG 4354: Marketing Channels and Logistics (3)
MKTG 4554: Relationships Among Buyers and Sellers (3)
MKTG 4754: Strategic Marketing (3)
Plus any two of the following:
MKTG 3504: Advertising (3)
MKTG 3604: Professional Selling (3)
MKTG 4074: Small Business Consulting (3)
MKTG 4254: Product and Price Management (3)
MKTG 4404: Field Practicum in Marketing (3)
MKTG 4454: Sales Force Management (3)
MKTG 4504: Marketing and the Internet (3)
MKTG 4564: Marketing for High Technology Products (3)
MKTG 4604: Retail Management (3)
MKTG 4704: International Marketing (3)
MKTG 4734: Real Estate Marketing (3)

Undergraduate Course Descriptions (MKTG)

Courses (MKTG)
2954: BUSINESS STUDY ABROAD
This course provides students with an international business experience. It is only offered as part of a program outside of the United States. Students will learn from the structured educational experience developed by the faculty leader. This course is intended for students who want to develop marketing-related free electives. Pre: Instructor's consent and the completion of 24 semester hours with a minimum GPA of 3.0 or departmental consent. Variable credit course.

2974: INDEPENDENT STUDY
Variable credit course.

3104: MARKETING MANAGEMENT
Study of the marketing process from a macro and management viewpoint. The macro viewpoint includes the role of marketing in society. The management viewpoint includes the product, distribution, promotional, and pricing decisions. Junior standing required. Pre: ECON 2005. (3H,3C) I,II,III,IV.

3104H: MARKETING MANAGEMENT
(3H,3C)

3154: MARKETING SKILLS
This is a foundational skills class in marketing management. A wide range of skills will be developed and applied to marketing and business analysis including group decision-making skills, individual decision-making skills, computer analysis skills, and written and oral communication skills. Junior standing required. (3H,3C) I,II.

3504: ADVERTISING
Survey of advertising principles and its applications. The course covers advertising history, the impact of advertising on society, and ethical and regulatory issues. The process of creating and placing advertising is explored including advertising objectives, budgeting, media planning and mix, creative objectives and strategy, copy execution and production, and copy testing. Junior standing required. Pre: 3104. (3H,3C)

3954: STUDY ABROAD
Variable credit course.

4074 (MGT 4074): APPLIED SMALL BUSINESS CONSULTING
Application of accounting, finance, marketing, management, information technology, and management science concepts to small business cases. On-site consultation with existing firms. Through the experiential studies, students will explore the role of 'pro bono' work in the management field. Pre: Pamplin College of Business senior or graduate standing. Permission of instructor is required for students outside the Pamplin College of Business. Pre: MGT 3304. (3H,3C)

4144 (CHE 4144): BUSINESS AND MARKETING STRATEGIES FOR THE PROCESS INDUSTRIES
Business strategies and industrial marketing concepts, and their application in the chemical, pharmaceutical and related process industries. The course is designed for engineers and other students planning a career in the process industries. Junior standing required. Pre: ECON 2005. (3H,3C)

4154: MARKETING RESEARCH
This course is a study of the scientific process of problem solving in a marketing context. It includes concepts of problem definition, hypotheses generation, questionnaire development, research design, implementation, analysis, and interpretation of statistical findings. Junior standing required. Pre: BIT 2405, BIT 2406. Co: 3104. (3H,3C)

4204: CONSUMER BEHAVIOR
An integrated analysis of individual and environmental influences on consumer decision making, purchase, and consumption behaviors with strong emphasis on implications for developing, executing, and assessing marketing strategy. Junior standing required. Pre: 3104. (3H,3C)

4254: PRODUCT AND PRICE MANAGEMENT
Strategic product planning and new product development are discussed within the context of marketing management. Economic, financial, legal, and marketing principles are integrated to analyze pricing decisions. Behavioral implications of pricing also are considered. Relationships between product and price management address. Junior standing required. Pre: 3104. (3H,3C)

4304: MARKETING COMMUNICATIONS
Theory and application of an organization's marketing communications function. Content will include developing a marketing plan, setting communication goals, developing message strategy, implementing the strategy using promotional mix variables, planning media, and determining the communication budget. Junior standing required. Pre: 3104. (3H,3C)

4354: MARKETING CHANNELS AND LOGISTICS
Management of the firm's distribution function. Study of the structure, functions, interactions, and activities of marketing channels. Analysis and development of integrated physical distribution and logistics systems for the firm. Junior standing required. Pre: 3104, BIT 2405, BIT 2406. (3H,3C)

4404: FIELD PRACTICUM IN MARKETING
Application of marketing concepts and theories to a specific business concept. On-site performance of marketing activities and a written analysis of the firm's marketing strategy and execution. Junior Standing Pre: 3104. (3H,3C)

4454: SALES FORCE MANAGEMENT
Integration of behavioral research to provide an understanding of the role of the salesperson within the sales organization and in relation to the buyers. Personal selling examines the dyadic interaction between buyer and seller. Managing the sales force covers planning, organizing, directing, and controlling the activities of the sales personnel. Junior standing required. Pre: 3104. (3H,3C)

4504: MARKETING AND THE INTERNET
Develop and implement theoretical and practical approaches to marketing strategy that leverage the information technologies of the Internet. Topics include the characteristics of the Internet as a marketing environment; perspectives of agents (e.g., consumers, marketers, technologists) within the Internet environment, and implications of the Internet for strategic marketing and marketing management. Pre: 3104. (3H,3C) II.

4554: RELATIONSHIPS AMONG BUYERS AND SELLERS
Management of relationships between buyers and sellers among marketing organizations. Organizational buying, personal selling, and relationship marketing. The buying center and buying roles, the buying situation, the purchasing role, the sales process, personal selling approaches, negotiation, power and dependence, conflict resolution, And relational exchange. Pre: 3104. (3H,3C) I, II.

4564: MARKETING FOR HIGH TECHNOLOGY PRODUCTS
This course covers the unique nature of marketing high technology. It applies the basic elements of marketing strategy -- market segmentation and targeting, marketing mix elements -- to the context of high technology goods and services. It also addresses the development of effective strategic, marketing plans for high technology products. Pre: 3104. (3H,3C) I.

4604: RETAIL MANAGEMENT
Analysis of managerial problems in retailing establishments. Focus is on operational problems, retail store organization, location analysis, buying, selling, sales promotion, and merchandise handling. Junior standing required. Pre: 3104. (3H,3C)

4644: MARKETING, SOCIETY AND THE PUBLIC INTEREST
The impact of marketing on society from a multi-disciplinary and multi-stakeholder perspective. Marketing's role in solving societal problems is
explored. Topics include at-risk market segments, controversial products and practices, and issues of social justice. Pre: 3104. (3H,3C)

4654: DEMAND ANALYSIS AND FORECASTING
Survey of techniques employed in forecasting sales and other marketing variables. Analysis of the performance of marketing on various criteria. Pre: 3104, BIT 2405, BIT 2406. (3H,3C)

4704: INTERNATIONAL MARKETING
Assessing international markets, comparing marketing systems; management of international marketing operations; focusing on distribution, promotional, and pricing problems faced by firms engaging in world trade. Junior standing required. Pre: 3104. (3H,3C)

4734: REAL ESTATE MARKETING
This course extends the fundamental concepts of marketing into the study and practice of real estate. The course is concerned with the topics of demographic analysis, market information systems, market research, and marketing strategy of residential and commercial real estate, with particular emphasis on the important area of real estate personal selling. Junior standing required. (3H,3C)

4754: STRATEGIC MARKETING
An integrative course in marketing policy and strategy, employing comprehensive case problems in the formulation of marketing action programs and business policy. Senior standing required. Any one of the following Marketing prerequisites--4304, 4354, 4554--may be taken concurrently with 4754. Pre: 3104, 4154, 4204, 4554, 4304, 4354. (3H,3C)

4974: INDEPENDENT STUDY
Variable credit course.

4984: SPECIAL STUDY
Variable credit course.

4994: UNDERGRADUATE RESEARCH
Variable credit course.

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