BUS3310 Integrated Marketing Communications (3 semester hours)
The purpose of this course is to provide a thorough understanding of promotional objectives, integrated marketing communications (knowing how different media work synergistically), and the development of promotional campaigns (using specific promotional activities) that convert qualified leads into prospects, prospects into new customers, and new customers into long-term relationship partners. Students learn the logic of how prospects become interested in what organizations offer. Students develop a promotional campaign designed to elicit a direct inquiry or response from a qualified lead (a member of a narrow target market) to a prospect. Additionally, students determine how to form communication with customers that create a relationship with existing customers in order to develop on-going repeat purchases. As a result of completing this course, the student will be able to conduct a promotional plan and direct marketing/advertising campaign. Students develop a multi-step promotional plan and create the promotional pieces for a campaign designed to generate an initial inquiry and initial trial purchase. (Spring)
Prerequisite: BUS3300.
BUS3320 The Professional Sales Process (3 semester hours)
As a result of taking this course on professional selling and sales management, students will be able to work through the entire sales process. This includes prospecting, sales pre-planning, writing sales proposals, preventing and handling objections, sales closing, and post sales servicing. The student will be able to use these selling tools to enhance his/her sales performance. In addition, students will be able to make better sales management decisions including hiring and motivation activities. The specific outcomes students will obtain from taking the course include: mapping out the entire client/customer buying process, conducting written sales plans and a professional interactive oral sales presentation, developing a sales strategy with action points for every step in the professional sales process, knowing how to use multiple prospecting methods, responding effectively to objections, and asking for commitments that move the sales process forward and complete in a buying decision. Students will also examine sales force management issues. They will investigate the specific responsibilities of sales managers including: sales force recruitment and selection, training and motivation of the sales team, and compensation strategies. (Fall)
Prerequisite: BUS3300.
BUS3350 Consumer Behavior (3 semester hours)
An investigation of behavior and communication research, appraising models, methodology, and concepts applicable to marketing. Designing marketing communication systems whose structure and output reflect a behavioral buying orientation toward the market place. Uses contemporary examples to illustrate consumer behavior models.
Prerequisite: BUS3300.
BUS4350 Marketing Research (3 semester hours)
Methods of design and analysis of marketing research studies, including surveys and laboratory and marketplace experiments, information evaluation, sampling techniques, instrument construction and statistical analysis; problems of validity and reliability. Students design and execute a complete marketing research data collection project.
Prerequisite: BUS3300.
The purpose of this course is to provide a thorough understanding of promotional objectives, integrated marketing communications (knowing how different media work synergistically), and the development of promotional campaigns (using specific promotional activities) that convert qualified leads into prospects, prospects into new customers, and new customers into long-term relationship partners. Students learn the logic of how prospects become interested in what organizations offer. Students develop a promotional campaign designed to elicit a direct inquiry or response from a qualified lead (a member of a narrow target market) to a prospect. Additionally, students determine how to form communication with customers that create a relationship with existing customers in order to develop on-going repeat purchases. As a result of completing this course, the student will be able to conduct a promotional plan and direct marketing/advertising campaign. Students develop a multi-step promotional plan and create the promotional pieces for a campaign designed to generate an initial inquiry and initial trial purchase. (Spring)
Prerequisite: BUS3300.
BUS3320 The Professional Sales Process (3 semester hours)
As a result of taking this course on professional selling and sales management, students will be able to work through the entire sales process. This includes prospecting, sales pre-planning, writing sales proposals, preventing and handling objections, sales closing, and post sales servicing. The student will be able to use these selling tools to enhance his/her sales performance. In addition, students will be able to make better sales management decisions including hiring and motivation activities. The specific outcomes students will obtain from taking the course include: mapping out the entire client/customer buying process, conducting written sales plans and a professional interactive oral sales presentation, developing a sales strategy with action points for every step in the professional sales process, knowing how to use multiple prospecting methods, responding effectively to objections, and asking for commitments that move the sales process forward and complete in a buying decision. Students will also examine sales force management issues. They will investigate the specific responsibilities of sales managers including: sales force recruitment and selection, training and motivation of the sales team, and compensation strategies. (Fall)
Prerequisite: BUS3300.
BUS3350 Consumer Behavior (3 semester hours)
An investigation of behavior and communication research, appraising models, methodology, and concepts applicable to marketing. Designing marketing communication systems whose structure and output reflect a behavioral buying orientation toward the market place. Uses contemporary examples to illustrate consumer behavior models.
Prerequisite: BUS3300.
BUS4350 Marketing Research (3 semester hours)
Methods of design and analysis of marketing research studies, including surveys and laboratory and marketplace experiments, information evaluation, sampling techniques, instrument construction and statistical analysis; problems of validity and reliability. Students design and execute a complete marketing research data collection project.
Prerequisite: BUS3300.
Academic information on departmental websites reflects the university's most current curriculum. The print version of the catalog, which is also posted online, may differ from this information.
