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.

Designed to introduce students to digital marketing theory and practical application. It provides a detailed understanding of relevant digital marketing channels and platforms to include Owned, Paid and Earned Digital Media.

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.

This course introduces advanced selling topics. Students will have the opportunity to enhance their professional selling skills through advanced instruction, skill development, and practice. Emphasis will be placed on business-to-business selling situations, presentations, demonstrations, adaptive selling, negotiation, extensive role playing and sales call competitions.

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. 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, the delivery of high levels of customer values, measurement of marketing metrics, and applicable research techniques in the context of marketing management.

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. This course introduces the sales process and the use of professional, customer-oriented problem-solving approaches in business-to-business selling situations. Through case analysis, professional sales role-plays, developmental coaching, and presentations, students apply various sales strategies. The course also reviews best practices to effectively manage and lead a sales team.

Businesses today have access to an increasingly large amount of consumer data that they can utilize to develop marketing strategies to better meet customer needs and outperform competition.  In this class, you will learn the marketing strategies and theories that guide these strategic marketing decisions as well as the data analysis tools that will deliver you the insights you need to drive your company forward. This course is very application-oriented relying primarily on projects, cases and data sets to reach the overall course objectives.

The Nonprofit Management and Innovation program was developed against a backdrop of increasing national concern over nonprofit executive succession, 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, research, and communication.

(Open only to Nonprofit students.)

 

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.

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 incorporates current developments in electronic marketing to acquaint students with the present day e-marketing strategic business models. Students will also learn how to develop and implement the 4Ps in the electronic marketing context.

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.

This course 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.

Building on the fundamentals of marketing, this course introduces the context of the global environment. The course first examines the cultural, social, legal, political, financial and geographic dimensions of the global marketplace. Using primarily qualitative methodologies, the course then assesses the impact and integration of global factors in marketing programs and strategies. Topics of particular emphasis include marketing strategies in developed nations, marketing in emerging economies, international differences in consumer behavior, entry strategies in foreign markets, international branding strategies and issues, international communication strategies, and understanding the implications for implementation, monitoring and control of the international marketing planning process.

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

This course is designed to give students an opportunity to develop personal familiarity with the global environment and some of the issues faced by global managers. Beyond the social and cultural dimensions that the residency explores, the course will focus on developing an increased understanding of global markets, competition and business opportunities.

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 is the capstone course for the MS-Marketing program. This course integrates and applies marketing frameworks and methodologies to solve real world problems. The course is designed to be comprehensive in using, business research, marketing models and critical-thinking skills. Through a client-based project, students will apply the tools and concepts learned throughout their program.