MKT - Marketing

Studies the interacting business activities designed to plan, price, promote and distribute want-satisfying products and services to present and potential customers. Incorporates current developments in marketing to acquaint students with the present-day challenges of marketing activities.

This course is designed to address the distinct needs and problems of service organizations in the area of marketing. Services management is also addressed, exposing students to the unique operations, human resources, and promotional elements implicit in running a service firm. New service development is the final step, as the class culminates in the conceptualization of a brand new service offering along with a completed service marketing plan.

A study of the behavioral science concepts applicable to the consumer decision-making process, such as personality, perception, and group and cultural influences. Emphasis is on how these concepts and characteristics can be used by marketers to develop more effective relationships and strategies.

A methodological approach to marketing and consumer research problems and opportunities, using both primary and secondary research. Examines the information needs of marketing managers and the use of information for making effective marketing decisions. Covers the marketing research process, including research design, analysis and interpretation, and reporting of findings.

Examines the personal selling process and the use of a professional, customer-oriented, problem-solving approach in selling situations. Studies the nature of the sales job, selection of salespeople, sales training programs, and issues in the compensation, supervision, motivation, and ethical challenges of salespeople.

Explores the dynamics of retailing and the range of firms that make up the retailing industry. Examines the functions, practices and organizations of various store types. Focuses, through current articles, on those retailers who hold leadership positions in key retailing disciplines such as customer service, operations management and TQM, market orientation, technology, research and development, human resources, e-commerce, and promotions. Examines the future of retailing, international retailing, future trends and their impact on retailers, and the impact of e-commerce.

Not open to graduate students. Prepares students for the global marketing environment by examining marketing in other countries, the marketing implications of cultural and environmental differences, international marketing research, and adaptation of product, price, promotion and distribution decisions to the foreign environment.

Focuses on integrated marketing communications and branding strategies, with coverage of advertising, sales promotion, public relations, direct marketing, branding and social media. Studies the development of integrated communications plans for organizations. Also for students minoring in advertising.

Develops students' ability to use facts in the analysis of marketing strategy. A capstone course that serves as a vehicle for the application and integration of the concepts, analytical tools and problem-solving approaches taught in lower-level marketing courses.

This internship exposes the student to a real life learning experience. Students are hired by an organization for the specific objective of gaining work experience in that organization. The paid or unpaid internship position should be relevant to the student's major, and is worked out between the organization and the student. Completion of this internship helps students partially attain the following goals of the College of Business. May not be used to satisfy major requirements. Approval of the department chair required.

A course offered at the discretion of the marketing department. Subject may focus on a topic of current interest in the field, training in a specific area of the field, or a topic that is of interest to a particular group of students.

A readings and independent studies course taken for variable credit.

For graduate students only. Studies the interacting business activities designed to plan, price, promote, and distribute want-satisfying products and services to present and potential customers. Incorporates current development in marketing to acquaint students with the present-day challenges of marketing activities.

For graduate students only. Examines the development and evaluation of marketing, planning and strategy from a managerial perspective. Integrates the delivery of high levels of customer value (delighting customers), which enhances the "connection" between the firm and the customer, ultimately leading to more loyal, profitable customers. Measurement of marketing metrics, decision theory, pricing and promotion are also topics. Covers applicable research techniques, as well as contributions from other disciplines in the context of marketing management.

For graduate students only. Focuses on the rapidly evolving concepts and analytical techniques that facilitate strategic plan development using interactive simulations and real-world case studies. Topics include analytical prerequisites for planning, formal strategic planning methods, and business and marketing strategies.

For graduate students only. This course demonstrates a logical approach to marketing and business research by focusing on the process of research and examining information needs of marketing managers. Primary and secondary research tools, survey design and analysis techniques, and methods of interpreting and reporting results are examined.

For graduate students only. This course prepares students for the global marketing environment by examining marketing in other countries; the marketing implications of cultural and environmental differences; international marketing research; and adaptation of product, price, promotion, and distribution decisions to the foreign environment.

For graduate students only. Through lectures, student presentations, journal articles, and lab sessions, this course examines the personal selling process and the use of a professional, customer-oriented problem-solving approach in selling situations. Reviews the nature of a sales job and issues in the supervision and motivation of salespeople, and ethical challenges they face.

For graduate students only. This course focuses on the strategic concept of integrated marketing communications (IMC). IMC incorporates advertising, sales promotions, publicity, public relations, personal selling, social media and any other means by which marketing information is communicated to people. The course involves a synthesis of the theoretical, practical, and social considerations of IMC.

For graduate students only. This course consists of a variety of specialty, cutting-edge marketing topics that students would not usually be exposed to when taking a traditional sequence of marketing classes. The course is team taught as a series of independent lectures by experts in the specialty field.

The Nonprofit Management and Innovation certificate program was developed against a backdrop of increasing national concern over nonprofit executive succession. It fills a unique niche among area college and university programs and responds to interests expressed by Tampa Bay nonprofit and foundation leaders. This course covers marketing, development and communications.

For graduate students only. This course focuses on developing and managing the service encounter across different industries, including the nonprofit sector, in order to deliver service quality to the customer. In this course students learn the unique challenges of services and the different roles both employees and customers have in the creation and delivery of services. Students will be able to develop measures of service quality, research and anticipate customer expectations, design new services, and create service recovery strategies.

For graduate students only. Studies the important role of creating, building and managing an organization's branding strategy. The course integrates the theoretical foundation of brand strategy with contemporary readings on branding practice. Coursework involves discussion, case analysis and projects with a high level of student interaction.

For graduate students only. Explores the legal environment of marketing including a history of marketing law, legal implications in each strategic marketing area, and current legal cases in marketing.

For graduate students only. This course explores, from the strategic perspective, the unique marketing challenges and opportunities that electronic marketing presents. It requires a fundamental grounding in the principles of marketing. It explores the nexus between e-marketing and traditional marketing activities. The class also incorporates current developments in electronic marketing to acquaint students with the present day challenges and opportunities of e-marketing.

For graduate students only. The course introduces a wide range of behavioral concepts, and explores the strategic implications of customer behavior for marketers. The course challenges students to explore the realities and implications of buyer behavior in traditional and e-commerce markets. Key to the course is demonstrating how an understanding of buyer behavior can help to improve strategic decision making.

Sport Marketing addresses various marketing issues that are important to sport marketers. Primarily explored are 1) the marketing of sports events, teams, equipment, and sports service providers and 2) the use of sports to market goods and services. Sport marketers must understand business principles and understand how value is created through marketing programs tied to athletes, team, leagues, fans and organizations. Topics covered include licensing, sponsorship, distribution, services marketing, products bundling, consumer behavior and communication. The class consists of lectures, guest speakers, class discussions and individual assignments relevant with current industry practices and trends.

International students must consult with the Office of International Programs. May be used to satisfy practicum requirements.

For graduate students only. This course is offered at the discretion of the marketing department. Subject will focus on a topic of current interest in the field, training in a specific area of the field or a topic that is of interest to a particular group of students.

For graduate students only. Contemporary topics in marketing.

For graduate students only. This course focuses on a hands-on, comprehensive, team-based consulting project for a live client. The course is designed to be comprehensive in using marketing concepts and critical-thinking skills. The consulting project should focus on innovative and overarching solutions for the client.

For graduate students only. This course focuses on the rapidly evolving concepts and analytical techniques for strategically marketing innovations and high-tech offerings. The impact of technology modifies traditional marketing strategies, and these differences are explored. The course involves developing a comprehensive strategic marketing plan for a new technology client so that students can apply updated strategic planning methods to business and marketing strategies.