Catalog 2024-2025

MKT - Marketing

MKT 300 Principles of 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.

Credit Hours: 4

Prerequisites

AWR 101 with a "C" or better and ECO 204. Pre- or co-requisite: BAC 100 or UTAMPA 101 or UTAMPA 103 or UTAMPA 104 or HON 100

MKT 352 Services Marketing and Management

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.

Credit Hours: 4

Prerequisites

MKT 300.

MKT 354 Buyer Behavior

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.

Credit Hours: 4

Prerequisites

MKT 300.

MKT 360 Marketing Research

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.

Credit Hours: 4

Prerequisites

QMB 210 (or equivalent statistics course) and MKT 300.

MKT 362 Digital Marketing

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.
Credit Hours: 4

Prerequisites

MKT 300

MKT 371 Professional Selling and Sales Management

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.

Credit Hours: 4

Prerequisites

MKT 300.

Corequisites

MKT 300.

MKT 372 Retail and Distribution Management

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.

Credit Hours: 4

Prerequisites

MKT 300.

MKT 410 Global Marketing

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.

Credit Hours: 4

Prerequisites

MKT 300.

MKT 411 Promotion and Branding Strategies

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.

Credit Hours: 4

Prerequisites

MKT 300.

MKT 418 Advanced Professional Selling

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.

Credit Hours: 4

Prerequisites

MKT 371.

MKT 450 Marketing Strategy

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.

Credit Hours: 4

Prerequisites

Completion of eight hours of marketing courses.

MKT 490 Marketing Internship

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.

Credit Hours: 1-8

Prerequisites

MKT 300, junior or senior standing and a minimum cumulative GPA of 2.75 or a 3.0 in COB.

MKT 495 Special Topics in Marketing

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.

Credit Hours: 4

Prerequisites

To be specified at time of offering.

MKT 499 Independent Study in Marketing

A readings and independent studies course taken for variable credit.

Credit Hours: 1-4

Prerequisites

Minimum 3.0 GPA, consent of the department chair and associate dean.

MKT 500 Introduction to Marketing

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.

Credit Hours: 2

MKT 610 Strategic Marketing Analysis

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.

Credit Hours: 4

Prerequisites

MKT 500, ECO 500, and ECO 501.

MKT 612 Business Research Methods

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.

Credit Hours: 4

Prerequisites

MKT 500 and ECO 500.

Corequisites

MKT 610.

MKT 613 Global Marketing

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.

Credit Hours: 4

Prerequisites

MKT 610.

MKT 614 Professional Selling and Sales Management

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.

Credit Hours: 4

Prerequisites

MKT 500 and ECO 500.

Corequisites

MKT 610.

MKT 617 Marketing Analytics

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.
Credit Hours: 4

Prerequisites

QMB 500

MKT 650 Nonprofit Management: Marketing, Research and Communication

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.)

 

Credit Hours: 3

MKT 652 Services Marketing and Management

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.

Credit Hours: 4

Prerequisites

MKT 500 and ECO 500.

Corequisites

MKT 610.

MKT 654 Strategic Brand Management

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.

Credit Hours: 4

Prerequisites

MKT 500 and ECO 500.

Corequisites

MKT 610.

MKT 656 Digital Marketing

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.

Credit Hours: 4

Prerequisites

MKT 610.

MKT 657 Buyer Behavior

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.

Credit Hours: 4

Prerequisites

MKT 500 and ECO 500.

Corequisites

MKT 610.

MKT 658 Sport Marketing

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.

Credit Hours: 4

Prerequisites

MKT 500 and ECO 500.

Corequisites

MKT 610.

MKT 689 Global Marketing Strategy

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.
Credit Hours: 4

MKT 690 Internship

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

Credit Hours: 1-4

Prerequisites

Approval by the graduate office, the college internship coordinator and the COB associate dean.

MKT 692 Learning by Travel: Marketing in International Markets

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.
Credit Hours: 4

MKT 695 Special Topics in Marketing

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.

Credit Hours: 1-4

Prerequisites

To be specified at time of offering.

MKT 699 Independent Study in Marketing

For graduate students only. Contemporary topics in marketing.

Credit Hours: 1-4

Prerequisites

minimum 3.5 GPA, MKT 610 and written permission of the department chair.

MKT 700 Marketing Capstone

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.

Credit Hours: 4

Prerequisites

MKT 610, MKT 612. Pre-requisite or Co-requisite MKT 614.