In the modern era of globalization, increased business competition and consumerism; marketing has become the heart of business success. Graduates can find successful employment in a wide variety of activities and businesses including large corporations, start-up firms, advancing business and social entrepreneurship, advertising agencies, and small businesses. Graduates can also continue their studies in graduate programs including Master of Business Administration, Marketing, International Business and Entrepreneurship.
Ebru Genc, (2019) Visiting Assistant Professor of Marketing
B.S., Middle East Technical University, Ankara, Turkey;
M.S., University of Illinois at Urbana-Champaign, IL;
Ph.D., Temple University
PRINCIPLES OF MARKETING:CA~ An introduction to the marketing system from a managerial perspective. Emphasis is on the environmental context of marketing, the marketing decision process in an organization, and basic marketing concepts. The role of marketing in society, and trends and issues confronting marketing managers are also addressed. This course fulfills the Social and Cultural Analysis requirement.
Core: Social/Cultural Analysis Meth
PRINCIPLES OF ADVERTISING ~ This course is designed to introduce students to the theory and application of creativity in advertising. Based on the idea that good advertising always starts with an understanding of people and an awareness of their needs, this course moves through the creative process step by step, focusing first on the creative person, then on strategy and problem solving. It covers a range of topics including the nature of creative strategy to various media. Students will also learn how advertising is evolved and regulated and learn about key social issues and consumer problems with advertising. The emphasis throughout the course is on developing good advertising based on solid strategic thinking, and students will be required to write, design and present original advertisements and critique various advertisements. Cross listed with COMM 24900.
INDEPENDENT STUDY ~
FIELD EXPERIENCE ~
SERVICES MARKETING ~ Marketing is that function of an enterprise, which represent the customers' needs and wants to the internal stakeholders of the enterprise. The role of marketing management is to help companies better understand customer preferences, develop internal agility to rapidly respond to changing needs of customers, link market knowledge to designing appropriate products and services for selected customers, and determine appropriate methods to communicate, to deliver value, and to retain customers’ attention. This course aims to enable students of marketing and aspiring managers to understand the nuances of services marketing and agile corporations. This course includes an introduction to business and services marketing. The course also aims to create a strong familiarity of concepts like developing offerings, setting pricing, managing profitability, segmenting, targeting and promoting services to customers, balancing demand and services, managing customer relationships and marketing services globally. The course will use video cases studies to understand the challenges in Service Marketing. Prerequisites: MKTG 15500
MARKETING MANAGEMENT~ This course examines the analysis, planning, implementation, and control of marketing activities in for-profit, not-for-profit, and service organizations. Subjects addressed include the role of the external and internal environments in marketing decision-making; the relationship between the organization's overall strategy and its marketing strategy; and the integration of the marketing mix and ethical issues. A variety of analytical frameworks and tools to support marketing decision-making are introduced and used. Prerequisite: Marketing 15500
CONSUMER BEHAVIOR~ This course explores the various environments that have an impact upon the behavior of individuals in the marketplace. A framework is introduced to analyze the consumer decision process and the cultural, sociological, psychological, and economic factors that influence it. Prerequisite: Marketing 15500
MARKETING RESEARCH~ This course is an introduction to the research process as it relates to the marketing function within an organization. Special emphasis is placed on the human aspects of the research effort and ethical standards for researchers. The student is introduced to survey, field, and experimental research designs. Subjects examined include problem definition, sample selection, interviewing techniques, data collection, analysis and presentation. Prerequisite: Marketing 15500
MULTINATIONAL MARKETING:EW~ This course examines the marketing function across national boundaries. The cultural, political, social, economic and financial environments and their influence upon global marketing decisions are emphasized. Product, pricing, promotion, and distribution strategies in different environments are examined. Modes of participation, including exporting, licensing, joint ventures, and direct investments, are also studied. Analytical techniques for assessing global marketing opportunities are introduced and used. This course fulfills the Experiencing the World requirement. Prerequisite: Marketing 15500
Core: Experiencing the World
MARKETING SENIOR SEMINAR~
INDEPENDENT RESEARCH ~ The course is open to marketing majors with junior standing or above with the consent of the department. This affords junior and senior Marketing majors the opportunity to design their own course of study in an area that is not currently taught. The independent research course would normally require the student to write a research paper.