William Paterson University

(a) requires the completion of core courses in the concentration area of marketing, thus preparing students to effectively manage the delivery and provision of goods through the multifaceted logistics and distribution channels that have become increasingly complex with recent advances in technology and globalization,
(b) mandates the successful completion of related coursework that provides coverage in all areas that form the basis of fundamental business core competency, and
(c) stresses a well diversified general education core, including specific courses that enhance public speaking skills, introduce behavioral sciences, increase competency in analytical and mathematical sciences, and address issues of ethics and diversity in organizations.

Consistent with the Christos M. Cotsakos College of Business undergraduate program objectives, the marketing program

(1) strives for academic excellence in addressing educationally oriented learning components that will provide students with the knowledge requisite to becoming competitive in the professional arena or continuing with an advanced degree in the area of study,
(2) familiarizes students with issues related to dynamic and contemporary organizations through coursework and professional enrichment,
(3) increases students� problem recognition and analysis skills, as well as technological proficiency, and (4) encourages the enhancement of presentation and communication skills.� The contemporary graduate of the marketing program will be exposed to innovative and entrepreneurial marketing concepts. This is embraced through the delivery of a curriculum that provides students with analytical and critical reasoning skills that focus on customer needs and the dynamics of buyer behavior. Students also gain an appreciation of cultural differences, quality concerns, ethical issues, and explosive changes in technology as they impact on a global marketplace. Graduates are prepared to pursue a broad range of international and domestic careers, including jobs in advertising, retailing, marketing management, marketing research, and multinational marketing, and are well qualified to make decisions concerning product design, pricing, promotion, and distribution, in support of organizational goals.
The marketing concentration offers students the opportunity to work with technology both in laboratories and the E*Trade Financial Learning Center, where datafeeds, databases and software commonly utilized by the business professional are leveraged to the benefit of the student�s academic learning objectives.

COURSES:
Unless otherwise noted, all courses are 3 credit hours.

MKT 210 Principles of Marketing
Major emphasis on techniques for solving business problems, the development of marketing policies, and the sale of consumer and industrial products. Various marketing decisions are examined with respect to product planning, channels of distribution, promotion activity, selling and sales management, pricing, and international marketing.

MKT 314 Marketing Communication Strategy
Covers the theory and management of the different elements of the integrated marketing communication mix of firms. Includes an introduction to the marketing communication process and an overview of customer psychology including models of motivation, persuasion, learning, and behavior modification. Communication issues relating to brand building and corporate image building are discussed. Each of the elements of the promotion mix�advertising, sales promotion, public relations, personal selling, and direct marketing (including communications on the web)�are examined.
Prerequisite: MKT 210

MKT 316 Global Marketing
A comprehensive examination of the problems and opportunities of international marketing. Provides for in-depth study of international marketing decision requirements, including strategic planning, cultural analysis, and other related topics.
Prerequisite: MKT 210

MKT 320 Consumer Behavior
The purpose of this course is to understand how people function as consumers. This knowledge is indispensable to marketing managers as they make decisions concerning what products to offer, how to distribute them, and how to communicate with consumers. The major focus of the course is on consumers� psychological processes. In addition, the broader social, cultural, and sub-cultural influences on behavior are considered.
Prerequisite: MKT 210

MKT 332 E-Marketing
This course analyzes the growing use of electronic marketing techniques, specifically those involving computer-based technologies. The four P�s of marketing�product, price, promotion, and place�are investigated I as well as the Internet, the Web, and geographic information systems by business-to-business and consumer marketers. It is not a web design course, but a strategic marketing course.
Prerequisite: MKT 210

MKT 342 Retail Management
This course provides students with a basic understanding of the strategic planning, operation, and management of the retail enterprise. Topics to be covered include classification of both store and non-store retailing businesses, with special attention paid to electronic retailing (e-tailing); retail customer behavior; retail marketing strategy; financial strategy; store location analysis; merchandising planning and buying; retail pricing and promotion strategies; human resource issues; store design; and service quality.
Prerequisite: MKT 210

MKT 351 Selling and Sales Management
Integrates the development of skills associated with the job of professional selling with an examination of the role of the sales manager. Topics include adaptive selling, various selling techniques, building and maintaining relationships with clients, principles of persuasion, ethical and legal issues, sales forecasting, territory management, selection of sales personnel, and training, motivating, and rewarding the sales force.
Prerequisite: MKT 210

MKT 399 Selected Topics
A topic not covered by an existing course. Prerequisite: Permission of the department Chairperson and the Christos M. Cotsakos College of Business Dean (1-6 credit hours)

MKT 465 Marketing Research
Marketing research as a tool of marketing management, emphasizing the role of research in planning, organizing, and controlling marketing activities. Various analytical tools for marketing research are examined and their application to practical marketing problems is illustrated.
Prerequisites: ECON 210, MKT 210, MATH 140

MKT 475 Supply Chain Management
Covers the theory, techniques, and management of physical supply and distribution. Emphasis is placed on organization, route structure, equipment management, scheduling, control operations, inventory management, and other macro- and micro-logistics. Students must deal with U.S. government regulations, industry trends and relations, technological development, and corporate strategy.
Prerequisite: MKT 210

MKT 482 Marketing Management
Addresses market-oriented problems of the firm including identification and selection of marketing opportunities and demand forecasting; formulation of competitive strategies; designing and/or evaluating marketing plans and programs. Includes marketing in special fields such as services and not-for-profit areas.
Prerequisites: MKT 210 and 9 (nine) additional credit hours of marketing coursework.

MKT 485 Practicum in Marketing
A course of study designed especially for the supervised practical application of previously studied theory in a group setting. Done under the supervision of a faculty sponsor and coordinated with a business organization.
Prerequisites: (1) MKT 210, (2) Junior status, (3) Minimum GPA of 3.0 overall and in the major, and (4) permission of the department Chairperson and the Christos M. Cotsakos College of Business Dean

MKT 490 Internship in Marketing
This is a cooperative education/field work experience. The mission of the internship program is to provide students with a valuable employment experience by working, uninterrupted for a significant amount of time, with a public, private, or governmental entity in the student�s geographical area.
Prerequisites: (1) MKT 210, (2) Junior status, (3) Minimum GPA of 2.5 overall and in the major, and (4) permission of the department Chairperson and the Christos M. Cotsakos College of Business Dean

MKT 499 Independent Study
A special project supervised by a faculty adviser. Prerequisites: Minimum GPA of 3.0 overall and in the major, with the approval of the department Chairperson and the Christos M. Cotsakos College of Business Dean (1-6 credit hours)

Business Administration majors may utilize these courses in fulfillment of the �social science� credit hour requirement.