The majority of MKTG courses offered through the MKTG department have prerequisite course requirements that the student is required to successfully fulfill before enrolling in the course. The following are the course descriptions and prerequisite requirements for all undergraduate MKTG courses.
MKTG 301 Marketing Principles
Semester course; 3 lecture hours. 3 credits. Prerequisites: ECON 210-211 (or ECON 203 for non-business majors) and junior standing. An introduction to the activities, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Formerly MRBL 308 or MKTG 308.
MKTG 302 Marketing Problems
Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG 301 and junior standing. A case course requiring marketing students to apply their knowledge in solving of marketing managerial problems. Marketing majors should take MKTG 302 in the semester immediately following the term in which they complete MKTG 301. Formerly MRBL 476 / MKTG 476.
MKTG 310 Information for Marketing Decisions
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 301, junior standing, and MGMT 301 or an equivalent introductory course in statistics. Students receive an overview of the marketing research process. The course includes coverage of primary research, secondary data sources and marketing information systems. Students learn to apply research findings to marketing decisions. Formerly MRBL 310.
MKTG 315 Buyer Behavior
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 301 and junior standing. Study of the relevant psychological, sociological and anthropological variables that shape buyers' activities and motivations in household and organizational decision making. Throughout the course, students consider the issue of why consumers behave as they do in the marketplace and the nature of their choices as individual, family and institutional buyers. Formerly MRBL 373/MKTG 373.
MKTG 320/INTL 320 International Marketing
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 301 and junior standing. This course is designed to help students develop an understanding of international marketing policies and the differences among foreign marketing environments. Students compare and contrast domestic and international marketing and examine recent changes in the international marketing environment. Formerly MRBL 378/MKTG 378/INTL 378.
MKTG 330 Integrated Marketing Communications
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 301 and junior standing. An overview of the steps required to develop an integrated marketing communications campaign. Topics include advertising, public relations, sales promotion, personal selling and direct marketing. Special emphasis is placed on the role of new technologies and interactive media. Formerly MRBL 371 / MKTG 371.
MKTG 340 Retail Management
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 301 and junior standing. A comprehensive view of retailing and an application of marketing concepts in a practical retail managerial environment. Students learn to evaluate retail firms and to identify their strengths and weaknesses. Formerly MRBL 376 / MKTG 376.
MKTG 435 Personal Selling and Sales Management
Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG 301 and junior standing. Examines the fundamental nature of personal selling in the promotion mix, including the sales process and the techniques used in performing the selling function. Explains the diverse decisions and the activities necessary to manage the outside sales force efficiently and effectively to achieve the organization's overall goals. Formerly MRBL 474 / MKTG 474
MKTG 442 Services Marketing
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 301 and junior standing. Students develop both a theoretical and practical understanding of "the service product," including the role of customer service in retail and industrial settings. Students learn techniques for analyzing and improving service system design. Students develop an understanding of "quality" as it relates to service products, and they exercise a number of approaches for assessing and improving perceived service quality. Formerly MRBL 475 / MKTG 475.
MKTG 445 Nonprofit Marketing ***NEW***
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 301 and junior standing. Examines the relationship between marketing and organizational success in the nonprofit sector, and the impact of nonprofit organizations on local, national, and global economies. Through real-world applications, students learn to combine marketing strategies and tactics with civic engagement, community service, and corporate social responsibility. Students must complete a minimum of 20 service-learning hours with the nonprofit organization that is the focus of the course.
MKTG 448/INTL 448 Internet Marketing
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 301 and junior standing. Examines Internet marketing as a necessary ingredient to successful worldwide marketing strategy. Students analyze markets, using Web-based techniques for market evaluation, competitive analysis, market comparison and selection. Discussion includes comparison of e-business versus traditional business perspectives on marketing strategies and tactics. Formerly MRBL 478 / MKTG 478 / INTL 478.
MKTG 450 Product Development and Management ***NEW***
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 301 and junior standing. Study of the role of marketing in developing and managing products. Essential concepts include the use of project teams for product development and the application of a new product development process. Topics include innovation, technology, listening to the voice of the customer, product design, branding, positioning and product life-cycle management. Formerly MRBL 372 / MKTG 472.
MKTG 455 Product Innovation - da Vinci Project ***NEW***
Semester course; 3 credits. Prerequisite: permission of instructor. A team-based, collaborative product development course. Students from the School of the Arts, School of Engineering, and School of Business work together on a semester long product development project with a corporate sponsor under faculty supervision. Topics and activities may include project management, team building, concept generation and testing, market analysis, visualization and prototyping.
MKTG 470 Field Project in Marketing ***NEW***
Semester course; 3 credits. Prerequisites: MKTG 301 and junior standing. Students take part in a real-world project under faculty supervision, with the topic announced in advance. Examples include: conducting a marketing research project; creating an advertising campaign; writing a marketing case study about an existing business; or developing a marketing plan.
MKTG 475 Honors Seminar in Marketing ***NEW***
Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG 301, junior standing, and permission of department chair. Students in the course conduct research about major firms in the Richmond region. Chief marketing officers of these firms teach students about current marketing issues and evaluate the students’ projects.
MKTG 491 Topics in Marketing
Semester course; variable hours. Variable credit. Maximum of 3 credits per course; for MKTG majors, a maximum total of 6 credits for all MKTG 491 courses. Prerequisites: MKTG 301 and junior standing. An in-depth study of a selected business topic, to be announced in advance. Formerly MRBL 491 / MKTG 491.
MKTG 492 Independent Study in Marketing
Semester course; 1-3 credits. For MKTG majors, a maximum total of 3 credits for all MKTG 492 courses. Prerequisites: MKTG 301, junior standing, and permission of advisor and department chair prior to course registration. Intensive study or research under supervision of a faculty member in an area not covered in depth or contained in the regular curriculum. Formerly MRBL 492 / MKTG 492.