Marketing & Sales Management Major

Requirements: 6 courses / 18 credits (36 ECTS)

 

Analyzes the theories and models of consumer behavior and examines the decision-making processes of individuals and households in obtaining and using goods and services. The course explores how consumers select, purchase, and use products and services, what influences their behavior, and what the implications are for developing marketing research. The course also explores the demographic differences of individual consumer groups and the cultural context of consumer behavior in a global economy. Prerequisite(s): GE105, GE106, BUS320; Co-req: BUS385. Credits: 3

Introduces students to the theory, applications and practices of marketing research. Topics include the development of marketing research plans; the significance of marketing research to business organizations; the application of marketing research techniques to marketing policies and planning. How information is used to identify marketing opportunities and problems, and to generate, refine, and evaluate marketing actions and performance are also covered. Prerequisite(s): GE105, GE106, PSY260, BUS320. Credits: 3

Throughout this module, students explore several topics as locating new customers, forecasting sales, devising market segmentation, and measuring customer loyalty through data collection and analysis. With a focus on the fundamentals of market data analysis, specifically, the importance of targeting the right customers for whatever product or service people are selling, students will see how marketing campaigns succeed or fail based on targeting. Finally, some insights into the technologies and methods currently used for supporting marketing campaigns are given in this course. Prerequisite(s): BUS320, BUS340, BUS385. Credits: 3

Concentrates on the management of sales forces, sales analysis, forecasting techniques, account and territory management, negotiations, integrating personal computers into the sales function, and computer simulation of the decision processes. The course also covers topics such as the integration of promotional strategies into the marketing mix of behavioral and database foundations for promotional strategies, the application of information-based technologies and tools for analysis, as well as the allocation of promotional resources. Prerequisite(s): GE105, GE106, BUS320, MK330; co-req: MK350. Credits: 3

 

Enables students to recognize pertinent principles of marketing and apply them within a managerial decision-making environment. The course examines the marketing planning process, strategic marketing, and the effective implementation of marketing plans. The course also integrates the principles of advertising, retailing, sales, and research, in relation to the marketing mix in order to establish an overall framework for effective management at all levels of marketing functions. Prerequisite(s): BUS305, BUS320, MK330; Co-req: MK460. Credits: 3

 

Offers students a comprehensive framework for the development and application of realistic competitive marketing strategies, encouraging students to draw from the integrated knowledge they have developed throughout their major. Sharpens students’ critical and strategic thinking competencies through the presentation and analysis of contemporary topics and advanced marketing cases. Prerequisite(s): BUS320, MK330, MK440; Co-req: MK440. Credits: 3

Electives: Select 2 courses / 6 credits (12 ECTS)

 

Introduces students to the distinct thought and application of services marketing. Focuses on issues of service design, service quality, service recovery and the special characteristics of services offerings and clients. Enables students to develop academic understanding, and technical skills in marketing service offerings. Prerequisite(s): GE105, GE106, BUS320, MK330, MK440. Credits: 3

Provides thorough coverage of the pre-eminent importance of the business-to-business marketing activities for producers and distributors of all classes of goods and services. Explores the nature of organizational markets, the practices of purchasing decision-makers in a wide range of business contexts, and the nature of the relationships developed and nurtured. Highlights the differences between industrial and consumer marketing and offers students knowledge of the tools and concepts of business-to-business marketing. Prerequisite(s): GE105, GE106, BUS320, MK330, MK440. Credits: 3

Introduces students to the concepts of public relations as well as to advertising techniques used by businesses to promote their products. Topics to be discussed include the history, philosophy, theories of public relations, and how public relations constitute an important function of business enterprises. The second part of this course analyzes the nature and scope of advertising and its place within marketing strategies as well as its importance in management decision-making. Prerequisite(s): BUS320, MK330, MK350. Credits: 3

The course focuses on developing coaching, mentoring and communication student competences as key for developing effective and efficient sales force. The course focuses on systematic coaching, mentoring and communication applications and facilitation practices as human salesforce counselling becomes imperative for problem solving in sales, intrinsic motivation, growth and development. Prerequisite(s): BUS320, MK330, MK440. Credits: 3

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