- BUS–M 255 Topics in Marketing – Marketing in our World Today (3 cr.) P: Admission to the Kelley School. This course provides an introduction to the field of marketing and a discussion of key marketing decisions, including market segmentation, branding and brand differentiation, pricing, product management, promotion, channel selection and customer service. It also focuses on recent trends in marketing, including online marketing, buzz marketing, and CRM. The course is open to Kelley sophomores and above. Note that M255 counts as an elective toward the marketing degree, but only if taken before I-Core.
- BUS–M 300 Introduction to Marketing (3 cr.) P: A200, A201, or A202. Offered for students with a formal minor in business who may be majoring in any non-business major on campus, including apparel merchandising and interior design, journalism, telecommunications, or sports marketing and management. Examination of the market economy and marketing institutions in the United States. Decision making and planning from the manager’s point of view and impact of marketing actions from consumer’s point of view. Not open to business students. No credit toward a degree in business.
- BUS–M 303 Marketing Research (3 cr.) P: I-Core. Focuses on the role of research in marketing decision making. Topics include defining research objectives, syndicated and secondary data sources of marketing information, exploratory research methods, survey research design, experimental design, and data analysis.
- BUS–M 304 Introduction to Marketing Management: Honors (3 cr.) P: A100, A201, A202, G202, K201, L201, X104, X204, X201, X220, ECON-E 201, ECON-E 370, ENG-W 131, MATH-M 118, MATH-M 119 (all with grades of C or better) and admission to the Business Honors Program. C: F304, J304, P304, and I304; students are administratively enrolled. Part of Honors I-Core. Examines marketing concepts, strategic planning, marketing research, and information systems. Covers consumer and organizational buying behavior, forecasting sales, and market segmentation and position. Also focuses on new product development process; product lines and brands; pricing strategies; distribution-channel management; advertising; personal selling; and organizing, evaluating, and controlling marketing.
- BUS–M 311 Introduction to Marketing Communications (3 cr.) P: M300. This course is designed to introduce non-business majors to the field of advertising and promotion. Focuses on examining the factors impacting consumers’ receptivity to marketing messages and purchase behavior. Developing competitive marketing strategies, persuasive messages, and appropriate media vehicles for delivering them are covered. Emphasis on practical application of these concepts through course-long development of Integrated Marketing Communications Plan components.
- BUS–M 312 Retail Marketing Management (3 cr.) P: M300. This course is designed specifically for the non-business major interested in retailing. The course objective is to critically analyze the marketing processes and strategic decisions made by major retail firms directly or indirectly associated with the retailing industry. The course examines business challenges related to driving shareholder value through merchandising practices, inventory management, advertising and promotional techniques, and multichannel opportunities.
- BUS–M 330 Personal Persuasion Strategies and Customer Relationship Management (3 cr.) P: I-Core. This course is designed to provide insights into the sales profession by examining the role of persuasive communication and customer relationship management behaviors, principles, strategies, and actions. It will provide students an opportunity to plan, practice, and review those verbal behaviors associated with sales call success in order to persuade others to think differently regarding ideas, opinions, products, and services.
- BUS–M 342 Management, Analysis, and Display of Marketing Data (1.5 cr.) P: I-Core; restricted to students in the Marketing major; must be taken concurrently with M343—students must enroll using BUS-BE 342 which will put them in both courses. Develops skills needed to manage, evaluate, analyze, and display marketing data. Topics include data coding, data analysis using statistical software, attitude measurement and scaling, graphic display of data, data-driven market segmentation, and competitor analysis.
- BUS–M 343 Database Marketing (1.5 cr.) P: I-Core; restricted to students in the marketing major; must be taken concurrently with M343—students must enroll using BUS-BE 342 which will put them in both courses. Provides skills in the use of single-source and geocoded databases in a marketing decision environment. Emphasis is on using database systems to accomplish specific objectives. Topics include the nature and sources of scanner data, micromerchandising systems, geodemographic systems, and analysis tools for databases.
- BUS–M 344 Creativity and Communication (3 cr.) P: I-Core. Develops various creativity and communication skills necessary for marketing careers. Topics include models of and barriers to creativity and various techniques for stimulating personal and professional creative skills. In addition, interpersonal, professional, visual design, and computer skills are developed. Sample assignments include producing various marketing materials, such as brochures, advertisements, and elaborate communication packages. In-class activities and examples stimulate interest through hands-on experience. Unique concluding activities require students to integrate skills acquired into one final project and/or presentation.
- BUS–M 370 Integrated Business Core—Marketing Component (3 cr.) P: A100, A201, A202, G202, K201, L201, X104, X204, X201, X220, ECON-E 201, ECON-E 370, ENG-W 131, MATH-M 118, MATH-M 119 (all with grades of C or better). C: F370, I370, J370, and P370. Students must apply online (www.kelley.iu.edu.ugrad/apps) to take I-Core and, after getting permission, enroll using BUS-BE 370. Cross-functional survey of business management. The marketing component covers marketing planning and decision making examined from firm and consumer points of view. Topics include the marketing concept and its company-wide implications, the integration of marketing with other functions, and the role that product, price, promotion, and distribution play in marketing strategy and implementation. Includes a cross-functional case done in teams.
- BUS–M 401 International Marketing (3 cr.) P: M303. Covers world markets, their respective consumers, and their political/economic marketing environments. Examines the marketing issues required to meet the product, promotion, price, and distribution demands of a world market. With a global emphasis the course includes substantial focus on emerging markets.
- BUS–M 402 Marketing Channels (3 cr.) P: M303. Marketing channels are analyzed as organized behavioral systems. Focus is on the institutional structures, relationships, and functions of channels of distribution. Franchising, vertical integration, and vertical channel agreements are also emphasized. (Offered infrequently.)
- BUS–M 405 Consumer Behavior (3 cr.) P: M303. Description and explanation of consumer behavior in retail markets. Topics include demographic, socioeconomic, psychographic, attitudinal, and group influences on consumer decision making. Applications to promotion, product design, distribution, pricing, and segmentation strategies.
- BUS–M 407 Business-to-Business Marketing (3 cr.) P: M303. Problems, activities, and decision methods involved in the marketing of goods and services by business-to-business entities. Product development, pricing, promotion distribution systems, and analysis of the roles of non-consumer buyers.
- BUS–M 415 Advertising and Promotion Management (3 cr.) P: M303. Basic advertising and sales/promotion concepts. The design, management, and integration of a firm’s promotional strategy. Public policy aspects and the role of advertising in marketing communications in different cultures.
- BUS–M 419 Retail Strategy (3 cr.) P: M303. The course objective is to critically analyze the key marketing processes and strategic decisions made by major retail companies within the U.S. retailing industry. The course examines business challenges and opportunities related to driving and sustaining retailer’s shareholder value. Topics include financial requirements for publicly held retail firms, sustaining store-as-brand identity, developing and refining merchandising plans, pricing tactics, in-store execution, and customer’s experience management.
- BUS–M 426 Sales Management (3 cr.) P: M303. Emphasizes the activities and problems of field-sales management. Includes organizing sales force, recruiting, training, compensation, motivation, sales techniques, forecasting, territory design, evaluation, and control. Lectures and case studies.
- BUS–M 429 Legal Aspects of Marketing (3 cr.) P: M303. Analysis of statutes, regulations, and law doctrines applicable to marketing practices. Examination of legal issues encountered by marketers in dealing with consumers, competitors, and other marketplace participants.
- BUS–M 450 Marketing Strategy (3 cr.) P: Senior standing, M303, M342/343, and M344. Focuses on marketing’s role in gaining a sustainable competitive advantage. Topics include competitor analysis, managing competitive interaction, and marketing signaling. Emphasis is on applications through the use of case studies and/or computer game simulation of competitive interaction and the development of a strategic marketing plan.
- BUS–M 455 Topics in Marketing – Digital Marketing (1.5 cr.) P: I-Core, Marketing major. From social networks to prosumer content and mobile applications, marketing in the digital age is markedly different than in the past. Students in this course will get hands on experience with many of today’s cutting edge social and digital marketing tools, learn to critique and create digital marketing strategies, and participate in exploratory assignments to test out the theories that make these tools work. Students will read about the functional theories related to social media including network theory, game theory, and collective intelligence and will then engage in experiencing these theories in action first hand, building to a campaign of their own design. This course includes a full survey of digital marketing approaches from email to augmented reality with an emphasis on matching technology to specific marketing goals. Students in the course must be willing to create accounts on various social media tools.
- BUS–M 455 Topics in Marketing – Brand Management (1.5 cr.) P: I-Core, Marketing major. Brand management is a central function in many consumer firms. This course will provide an overview of brand management and its role in fostering growth within firms. We will develop the notion that brands are assets that need to be developed and nurtured to fulfill the organization’s financial goals. While the value of brands has been informally acknowledged for many years, brand management frameworks are relatively new. We will use various frameworks and tools to examine how to assess a brand’s value and how to leverage this value in various brand decisions.
This course will help students:
Develop a framework for structuring brand management decisions;
Be able to use different approaches to assessing brand equity;
Know how to leverage brand assets through extensions, co-branding and other methods, and assess the impact of these actions; and
Understand the concept of brand architecture and be able to explain the conditions under which one type of architecture is more appropriate than another.
- BUS–M 490 Independent Study in Marketing (1–3 cr.) P: Consent of department chairperson and of instructor. Supervised individual study and research in student’s special field of interest. The student will propose the investigation desired and, in conjunction with the instructor, develop the scope of work to be completed. Comprehensive written report required.
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