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Marketing Courses

BMK*103 Principles of Retailing (a) 3 credits

Introduction to the technical and theoretical aspects of retailing necessary for mid-management employment. Areas of emphasis include merchandise management, buying, pricing, site selection, operations, and human resources management.

Prerequisites: C- or better in Integrated Reading and Writing II (ENG*075) OR Introduction to College Reading & Writing (ENG*093), or placement into Composition (ENG*101). (NOTE: This course is typically held in the Community Room at Westfarms Mall.)

BMK*201 Principles of Marketing (a) 3 credits

Introduction to the marketing process with emphasis on the total marketing concept from the viewpoint of individual firm management. Determination of effective channels of product distribution, price structure, and promotion.

Prerequisites: C- or better in Integrated Reading and Writing II (ENG*075) OR Introduction to College Reading & Writing (ENG*093), or placement into Composition (ENG*101).

BMK*207 Consumer Behavior (a) 3 credits

A study of consumer behavior with an emphasis on the complexity of consumer decision-making and how consumers influence current marketing practices. Topics include consumer decision-making, advertising, consumer trend analysis, marketing strategy, and consumer buying behavior.

Prerequisite: C- or better in Principles of Marketing (BMK*201).

BMK*214 International Marketing (a) 3 credits

An analysis of the techniques, procedures, and strategies used by multinational firms. Emphasis on the economic, cultural, political/legal and technological factors that influence the marketing of consumer and business goods. Methods and sources of data for determining products to sell and countries in which to sell them are studied.

Prerequisite: C- or better in Principles of Marketing (BMK*201).

BMK*216 Internet Marketing (a) 3 credits

This course examines how the Internet has brought new capabilities to the marketing function. Students revisit the basic tenets of marketing and assess the impact of the Internet on these basic principles, addressing benefits as well as the limi-tations of Internet Marketing. Emphasis is on the practical application of electronic commerce technology solutions to the elements of the marketing mix and the implementation of marketing plans.

Prerequisite: C- or better in Principles of Marketing (BMK*201).

BMK*245 Integrated Marketing Communications (a) 3 credits

The planning, design, integration, and management of contemporary marketing communications. The course focuses on the unification of advertising, direct marketing, Internet and interactive marketing, sales promotion, publicity and public relations, and personal selling with an emphasis on the competitive and
strategic value of communications in the marketplace.

Prerequisite: C- or better in Principles of Marketing (BMK*201).

BMK*283 Marketing Management (a) 3 credits

The management application of marketing to the decision-making process in profit and nonprofit enterprises. Primary emphasis is on the development, implementation, management and evaluation of total marketing programs through case-study analysis.

Prerequisite: C- or better in either Integrated Marketing Communications (BMK*245) OR Consumer Behavior (BMK*207), AND C- or better in Composition (ENG*101).

BMK*292 Practicum in Marketing (a) 3 credits

See BBG*292 Business Practicum for course description.