260 COURSE DESCRIPTIONS

260-311 PRINCIPLES OF MARKETING 3 cr
A study of the activities involved in the distribution of goods and services in a system-analysis framework. Examines consumer buying behavior and marketing functions within the firm. Investigates constraints imposed on decision makers and evaluates the performance of marketing in terms of social and economic efficiency.

 260-321 MARKETING RESEARCH 3 cr
Methods of planning and carrying out marketing and consumer research studies. Problem formulation, exploratory research, questionnaire construction and design, observational and sampling techniques, conducting surveys, data analysis, reporting, interpretation of findings and implementation of recommendations.
Prereq: 260-311 and 230-245.

260-337 RETAIL MANAGEMENT 3 cr
Economic importance and development of retailing institutions
Prereq: 260-311.

260-346 STUDENT EXCHANGE IN 3INTERNATIONAL PROGRAMS -12 cr
The course is intended for UW-Whitewater students who are enrolled in a higher education program outside the United States. When courses offered by international institutions do not have direct equivalents in current Marketing Department course offerings, students may enroll for up to 12 credits in this course. The chair of the Marketing Department will approve enrollment on a case by case basis.
Repeatable.

260-350 PROMOTIONAL POLICIES AND STRATEGIES 3 cr
Theory and concepts employed by organizations in presenting promotional messages through various communication media. Management strategy in promotion and the problems encountered will be emphasized.
Prereq: 260-311.

260-351    INTERNET MARKETING        3 cr
This class is designed to provide marketing majors and minors with basic knowledge of the Internet, so that they can understand why this technology has and will continue to exert such an important impact on marketing practice. It will also consider such topics as web demographics, the online business model, web enhancement of products and services, personalization, traffic and brand building, net exchanges, and online community. In addition, the class will explore the impact that the Internet is having on such traditional areas of marketing concern as research , new product development, segmentation, personal selling, pricing, and distribution.
Prereq: 260-311

260-361/561 INTERNATIONAL MARKETING 3 cr
The course provides a critical assessment of global market opportunities and of the tactics and strategies for marketing of goods and services across national boundaries. Covered in the course are global marketing environment, modes of market entry, and of managing marketing mix variables in a foreign setting.
Prereq: 260-311.

260-400 PRODUCT POLICY AND STRATEGY 3 cr
Analysis of marketing problems encountered in developing and introducing new products, managing existing products, and phasing out obsolete products. Emphasis is placed on the coordination of activities that lead to successful market management of products. Various marketing concepts and problems related to product development and introduction are surveyed and analyzed.
Prereq: 260-311

260-412 BUSINESS TO BUSINESS MARKETING 3 cr
An intensive examination of the industrial marketing sector. Emphasis is placed on understanding the unique dimensions of the industrial marketing environment and translating this understanding into effective integrated industrial marketing programs. Attention is given to producer, reseller and government markets.
Prereq: 260-311.

260-420/620 CONSUMER BEHAVIOR 3 cr
Survey of social science theories pertinent to information processing, human behavior, and social interaction. Emphasis is placed on using this information to develop marketing strategies.
Prereq: 260-311.

MARKETNG 429  PERSONAL  SELLING  AND  SALES                             3 u
 MANAGEMENT
A seminar in the art and science of selling. Examined and probed in depth will be the whys and hows of selling theories, principles, techniques,  practices, and the basics of sales force management.
Prereq:  MARKETNG 311 or for Speech Electronic Media Emphasis Majors only SPEECH 232.

260-432 MARKETING IN SERVICE ORGANIZATIONS 3 cr
A reconsideration of traditional marketing topics in the context of a variety of service organizations. Emphasis is placed on discussion of how product-oriented marketing activities need to be adjusted or even re-invented to accommodate "nonproducts."
Prereq: 260-311.

260-436/636 PURCHASING AND MATERIALS MANAGEMENT 3 cr
An integrated approach to the problems of inventory determination, purchasing, incoming traffic and industrial marketing from the viewpoint of the manager of materials. Cases studied.
Prereq: 260-311.

260-442/642  LOGISTICS     3 cr
Analysis of the problems encountered in the physical movement of goods from the end of production to the consumer. Surveyed in this course are various techniques and methods for analyzing spatial arrangements of markets, plant and warehouse location, inventory systems, selection of carrier alternatives and selection of physical movement channels.
Prereq: 260-311

260-444 DIRECT MARKETING 3 cr
Students are introduced to the scope of direct marketing including mail order, lead generation, circulation, loyalty programs, store traffic building, fundraising, pre-selling, post-selling and research. The course includes grounding in all major direct marketing media: direct mail, broadcast, print advertising, catalogs, co-ops, telemarketing, inserts and videos. The measurability and accountability of direct marketing and its relationship to the total marketing mix are stressed.
Prereq: 260-311

260-445    DATABASE  MARKETING    3 cr
Advancing technology is enabling marketers to create individualized customer relationships in situations where previously such relationships were not possible. This course is designed to increase students' understanding of how technology, specifically the customer database, is used to design and implement marketing strategies. Special attention will be devoted to the studying the types of information needed in a customer database and how this information can be integrated into the marketing decision making process.
Prereq: 260-311

260-479 MARKETING MANAGEMENT AND POLICIES 3 cr
Organization and coordination of the total marketing program including sales, advertising, credit, marketing research, distribution policies, pricing, sales forecasting and demand analysis. Focus is on firm's ability to adjust to competitive trends and changing market conditions.
Prereq: 260-311 and 260-321 and senior standing.

260-492 INTERNSHIP IN MARKETING 1-3 cr
An opportunity for selected upper level students to gain work experience in some area of marketing during a semester or summer. Course includes an appropriate written report on the work experience. Repeatable for a maximum of 6 credits. Offered on a satisfactory/no credit basis only.
Prereq: Jr or senior standing and consent of instructor (S/NC).

 260-494 MARKETING SEMINAR 3 cr
Directed reading and research involving group or individual projects in the marketing field. Use of extensive bibliographical and case materials. Class discussion and participation. Concentration in special problem areas of marketing. Seminar papers.
Prereq: Senior standing and consent of department chairperson.

260-496/696 SPECIAL STUDIES Repeatable 1-3 cr

260-498 INDEPENDENT STUDY IN MARKETING 1-3 cr
Prereq: Senior standing and consent of department chairperson.

Registrar's Office - UW-Whitewater
For comments: registrar@mail.uww.edu.
Last revised on March 10, 2000 by WDT
URL: http://www.uww.edu/catalog2000