- BUS–M 255 Topics in Marketing—Marketing in our World Today (3 cr.) P: Admission to the Kelley School. This course provides an introduction to the field of marketing and a discussion of key marketing decisions, including market segmentation, branding and brand differentiation, pricing, product management, promotion, channel selection and customer service. It also focuses on recent trends in marketing, including online marketing, buzz marketing, and CRM. The course is open to Kelley sophomores and above. Note that M255 counts as an elective toward the marketing degree, but only if taken before I-Core.
- BUS-M 271 Global Business Analysis (1.5 cr, 8 wks) P: D270 with C. Students apply the country analysis skills, learned in BUS-D 270 Global Business Foundations, to a specific country or region. Many Kelley departments offer versions of this course. This means that, while all versions focus on business analysis, each could emphasize a different field of business and/or region of the world.
- BUS-M 272 Global Business Immersion (3 cr, 8 wks plus travel) P: D270 with C. Students begin this course with eight weeks on campus, studying similar topics as those in Global Business Analysis. In addition, after completing this on-campus work, students spend approximately 10 days – with the class – in the country they have studied. There, they participate in cultural and business site visits while completing their assigned research.
- BUS–M 300 Introduction to Marketing (3 cr.) P: A200, A201, or A202. Only for non-business majors. Offered for students pursuing a minor in business while majoring in a non-business major on campus, including apparel merchandising and interior design, journalism, telecommunications, or sports marketing and management. Examination of the market economy and marketing institutions in the United States. Decision making and planning from the manager’s point of view and impact of marketing actions from consumer’s point of view. Not open to business majors. No credit toward a degree in business. Students may not receive credit for both M300 and (M370 or M304 or M301).
- BUS–M 303 Marketing Research (3 cr.) P: I-Core. Focuses on the roled of research in marketing decision making. Topics include defining research objectives, syndicated and secondary data sources of marketing information, exploratory research methods, survey research design, observational research techniques, experimental design, sampling procedures, data collection and analysis, and communicating research findings.
- BUS–M 304 Introduction to Marketing Management: Honors (3 cr.) P: A100, A201, A202, T175, T275, D270, X271 or X272, G202, K201, L201, C104, C204, X201, ECON-E 201, ECON-E 370, ENG-W 131, MATH-M 118, MATH-M 119 (all with grades of C or better) and admission to the Business Honors Program. C: F304, P304, Z304, and I304. Part of Honors I-Core; students are administratively enrolled. Examines marketing concepts, strategic planning, marketing research, and information systems. Covers consumer and organizational buying behavior, forecasting sales, and market segmentation and position. Also focuses on new product development process; product lines and brands; pricing strategies; distribution-channel management; advertising; personal selling; and organizing, evaluating, and controlling marketing. Students may not receive credit for both M304 and (M370 or M301 or M300).
- BUS–M 311 Introduction to Marketing Communications (3 cr.) P: M300. Only for non-business majors. This course is designed to introduce non-business majors to the field of advertising and promotion. Focuses on examining the factors impacting consumers’ receptivity to marketing messages and purchase behavior. Developing competitive marketing strategies, persuasive messages, and appropriate media vehicles for delivering them are covered. Emphasis on practical application of these concepts through course-long development and presentation of an Integrated Marketing Communications Plan. Not open to business majors. No credit toward a degree in business.
- BUS–M 312 Retail Marketing Management (3 cr.) P: M300. Only for non-business majors. This course is designed specifically for the non-business major interested in retailing. The course objective is to critically analyze the marketing processes and strategic decisions made by major retail firms directly or indirectly associated with the retailing industry. The course examines business challenges related to driving shareholder value through merchandising practices, inventory management, advertising and promotional techniques, and multichannel opportunities. Not open to business majors. No credit toward a degree in business.
- BUS–M 330 Consultative Selling (3 cr.) P: Admission to Kelley and sophomore standing. This course is designed to provide insights into the sales and consulting professions by examining the role of persuasive communication and customer relationship management behaviors, principles, strategies, and actions. It will provide students an opportunity to plan, practice, and review those verbal behaviors associated with sales call success in order to persuade others to think differently regarding ideas, opinions, products, and services.
- BUS–M 344 Creativity and Communication (3 cr.) P: I-Core. Develops various creativity and communication skills necessary for marketing careers. Topics include models of and barriers to creativity and various techniques for stimulating personal and professional creative skills. In addition, interpersonal, professional, visual design, and computer skills are developed. Sample assignments include producing various marketing materials, such as brochures, advertisements, and elaborate communication packages. In-class activities and examples stimulate interest through hands-on experience. Unique concluding activities require students to integrate skills acquired into one final project and/or presentation.
- BUS–M 346 Analysis of Marketing Data (3 cr.) P: I-Core. Develops skills needed to manage, evaluate, analyze, and display marketing data. Topics include data coding, data analysis using statistical software, attitude measurement and scaling, graphic display of data, data-driven market segmentation, and competitor analysis. Database topics include nature and sources of scanner data, micromerchandising systems, CRM systems, and analysis tools for databases.
- BUS–M 370 Integrated Business Core—Marketing Component (3 cr.) P: A100, A201, A202, T175, T275, D270, X271 or X272, G202, K201, L201, C104, C204, X201, ECON-E 201, ECON-E 370, ENG-W 131, MATH-M 118, MATH-M 119 (all with grades of C or better). C: F370, P370, Z370, and T375. Students must apply online (http://kelley.iu.edu/Ugrad/Academics/Requirements/page39725.html) to take I-Core and, after getting permission, enroll using BUS-BE 371. Cross-functional survey of business management. The marketing component covers marketing planning and decision making examined from firm and consumer points of view. Topics include the marketing concept and its company-wide implications, the integration of marketing with other functions, and the role that product, price, promotion, and distribution play in marketing strategy and implementation. Includes a cross-functional case done in teams. Students may not receive credit for both M370 and (M304 or M301 or M300).
- BUS–M 401 International Marketing (3 cr.) P: M303. Covers world markets, their respective consumers, and their political/economic marketing environments. Examines the marketing issues required to meet the product, promotion, price, and distribution demands of a world market. With a global emphasis the course includes substantial focus on emerging markets.
- BUS–M 402 Marketing Channels (3 cr.) P: M303. Marketing channels are analyzed as organized behavioral systems. Focus is on the institutional structures, relationships, and functions of channels of distribution as part of the marketing process. Franchising, vertical integration, and vertical channel agreements are also emphasized.
- BUS–M 405 Consumer Behavior (3 cr.) P: Admission to Kelley and sophomore standing. Description and explanation of consumer behavior in retail markets. Topics include demographic, socioeconomic, psychographic, attitudinal, and group influences on consumer decision making. Applications to promotion, product design, distribution, pricing, and segmentation strategies.
- BUS–M 407 Business-to-Business Marketing (3 cr.) P: M303. Problems, activities, and decision methods involved in the marketing of goods and services by business-to-business entities. Product development, pricing, promotion distribution systems, and analysis of the roles of non-consumer buyers.
- BUS–M 415 Advertising and Promotion Management (3 cr.) P: M303. Basic advertising and sales/promotion concepts. The design, management, and integration of a firm’s promotional strategy. Public policy aspects and the role of advertising in marketing communications in different cultures.
- BUS–M 419 Retail Strategy (3 cr.) P: M303. The course objective is to critically analyze the key marketing processes and strategic decisions made by major retail companies within the U.S. retailing industry. The course examines business challenges and opportunities related to driving and sustaining retailer’s shareholder value. Topics include financial requirements for publicly held retail firms, sustaining store-as-brand identity, developing and refining merchandising plans, pricing tactics, in-store execution, and customer’s experience management.
- BUS–M 426 Sales Management (3 cr.) P: M303. Emphasizes the activities and problems of field-sales management. Includes organizing sales force, recruiting, training, compensation, motivation, sales techniques, forecasting, territory design, evaluation, and control. Lectures and case studies.
- BUS–M 429 Legal Aspects of Marketing (3 cr.) P: M303. Analysis of statutes, regulations, and law doctrines applicable to marketing practices. Examination of legal issues encountered by marketers in dealing with consumers, competitors, and other marketplace participants.
- BUS–M 431 Brand Management (1.5 cr.) P: I-Core. Brand management is a central function in many consumer firms. This course will provide an overview of brand management and its role in fostering growth within firms. We will develop the notion that brands are assets that need to be developed and nurtured to fulfill the organization’s financial goals. While the value of brands has been informally acknowledged for many years, brand management frameworks are relatively new. We will use various frameworks and tools to examine how to assess a brand’s value and how to leverage this value in various brand decisions. This course will help students: Develop a framework for structuring brand management decisions; Be able to use different approaches to assessing brand equity; Know how to leverage brand assets through extensions, co-branding and other methods, and assess the impact of these actions; and Understand the concept of brand architecture and be able to explain the conditions under which one type of architecture is more appropriate than another.
- BUS–M 432 Digital Marketing (3 cr.) P: I-Core. From social networks to prosumer content and mobile applications, marketing in the digital age is markedly different than in the past. Students in this course will get hands on experience with many of today’s cutting edge social and digital marketing tools, learn to critique and create digital marketing strategies, and participate in exploratory assignments to test out the theories that make these tools work. Students will read about the functional theories related to social media including network theory, game theory, and collective intelligence and will then engage in experiencing these theories in action first hand, building to a campaign of their own design. This course includes a full survey of digital marketing approaches from email to augmented reality with an emphasis on matching technology to specific marketing goals. Students in the course must be willing to create accounts on various social media tools.
- BUS–M 450 Marketing Strategy (3 cr.) P: Senior standing, M303, M346 (M342/343), and M344. Focuses on marketing’s role in gaining a sustainable competitive advantage. Emphasis is on the application of key concepts through the use of case studies and/or computer game simulation.
- BUS–M 455 Topics in Marketing—New Product Development (1.5 cr.) P: I-Core and declaration of marketing major. For most companies, effectively developing and managing new products generates the necessary growth for long-term performance. This course will provide an overview of new product development and its role in fostering performance and growth within companies. We will look at the new product development process to understand some of the common reasons why new products fail, and we will leverage various frameworks and tools for more effective new product development.
- BUS–M 455 Topics in Marketing—Pricing (1.5 cr.) P: I-Core and declaration of marketing major. Pricing is a fundamental component of the marketing function in an organization. Firms must gain value from customers for the products and services provided to them. The pricing course will provide you with concepts and practical, easy-to-use tools to help you set prices for new products and services and modify prices for existing solutions. The course will employ actual pricing data from firms along with cases and articles from the business press to help you generate solutions to real pricing problems experienced by firms. The course will also integrate pricing with the other elements of the marketing mix to show how a coordinated solution is necessary for success in the marketplace.
- BUS–M 490 Independent Study in Marketing (1–3 cr.) P: Consent of department chairperson and of instructor. Supervised individual study and research in student’s special field of interest. The student will propose the investigation desired and, in conjunction with the instructor, develop the scope of work to be completed. Comprehensive written report required.
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