Marketing

Department Chair

  • Raj Devasagayam
    Professor of Marketing
    Colbeth Hall 113
    (518)782-6863
    raj@siena.edu

Course Descriptions

MRKT—212. Marketing
3 credits
A foundation course that introduces the student to an understanding of both the consumer and business marketplaces. The strategies necessary to market goods and services in a domestic and global environment are discussed from the perspective of a variety of organizational structures. This is accomplished through an analysis of external and internal factors that impact the organization, and through the development of an understanding of the strategy components collectively referred to as the marketing mix. (ATTR: BUS, ISP)

MRKT—321. Distribution Management
3 credits
Distribution management is a phrase that denotes a total systems approach to the management of the distribution process, including all of those activities involved in the logistics of physically moving inventory from point of origin to point of use or consumption. Areas covered include customer service, transportation, warehousing, inventory management, order processing and information systems, materials management, evaluation of effectiveness and control of performance, physical distribution organization, international distribution, strategic planning and distribution system design. Prerequisites: MRKT—212, QBUS—200. (ATTR: BUS)

MRKT—323. Retailing
3 credits
A systematic and comprehensive coverage of the elements necessary for successful retail store management. These elements include types of retail institutions, and merchandise management: planning and control, pricing, purchasing, location, layout, display, promotion, store organization, and staffing. Prerequisite: MRKT—212. (ATTR: BUS)

MRKT—324. Consumer Behavior
3 credits
An advanced marketing course designed to provide students with indepth knowledge of the fundamentals of consumer behavior, with emphasis on the consumer in the marketplace, consumers as individuals, consumers as decision makers, and consumers as influenced by culture and subculture. A critical examination of consumer behavior theories and research will be undertaken. Further emphasis will be placed on understanding the application of consumer behavior concepts in a competitive, dynamic, and global business environment. Prerequisites: MRKT—212 or permission of the instructor. (ATTR: BUS,MRKT)

MRKT—325. Advertising
3 credits
Advertising’s role in the marketing mix is related to local, regional, and national sales efforts. Selection of media including television, radio, newspapers, magazines, outdoor, direct mail, as well as specialized local media is covered.   Students create television storyboards, radio commercials, and print media copy and layout. Elements of advertising campaigns are explored through student advertising agencies established to handle real-world advertising assignments. Course includes budgeting, advertising effectiveness studies, sales promotion, and public relations. Prerequisite: MRKT—212. (ATTR: BUS)

MRKT—326. Sales Management
3 credits
This course aims to accomplish four main objectives: [1] To delineate the areas in which sales executives make decisions; [2] To analyze and evaluate sales management decision making criteria and processes; [3] To engage students in a presentation designed to relate the text materials to sales management situations; [4] In addition to the above, students will be introduced to an overview of basic principles of selling. Prerequisite: MRKT—212. (ATTR: BUS)

MRKT—330. Business to Business Marketing and Purchasing
3 credits
This course focuses on the development of marketing strategies targeted at organizations, including businesses, institutions, not-for-profit organizations, and governmental agencies. The focus will be on identifying the unique differences between organizational and consumer buying behavior, with an assessment of the impact on strategy decisions. The course will also address principles, techniques, and strategies that are utilized by purchasing and materials management professionals in the organization procurement process. Prerequisite: MRKT—212. (ATTR: BUS, MRKT)

MRKT—334. International Marketing
3 credits
The student is introduced to a systematic treatment of global marketing. The emphasis is on the problems and opportunities available to exporters of U.S. products and services, as well as organizations with multinational or global operations. Attention is devoted to cultural, social, and economic factors that affect marketing on a global scale. Suggested for students enrolled in International Studies, Foreign Languages and Business Program. Prerequisites: MRKT—212, ECON—101. (ATTR: BUS, GLST, MCCP, MRKT, MULT)

MRKT—336. Research Methods
3 credits
Research is the objective process of collecting and analyzing data in order to aid in the marketing and managerial decision making process. Major topics include survey and sampling methodologies, questionnaire construction, observation and experimental methodology, plus secondary data gathering. Students engage in research projects, and interpret statistical analysis of output from a computer statistical package. Prerequisites: MRKT—212, QBUS—200. (ATTR: BUS)

MRKT—435. Marketing Management
3 credits
An advanced marketing course which utilizes a universal, analytical approach to solving marketing problems at the executive marketing and managerial level. The course draws heavily from materials found in marketing principles, economics, mathematics, and the behavioral sciences, presented to the student in a textual format. Each student will participate in the analysis of case studies to gain experience and skill in the strategy decision-making process. Prerequisites: MRKT—212, MRKT- 324, MRKT- 336, QBUS—100. (ATTR: BUS, MRKT)

*** MRKT—437. Applied Research Methods
3 credits
Research is increasingly utilized by managers. Students will benefit from a better understanding of exactly how research is conducted by participating in a genuine, professional research project. This project focuses on defining the problem, designing the appropriate methods and strategies for gathering data, analyzing and interpreting the data, and reporting the findings to the particular client. Practical knowledge of a statistical software package is an integral part of the course. Prerequisites: MRKT—336; QBUS—200; CSIS—010 or equivalent. (ATTR: BUS)

MRKT—490. Seminar: Topics in Marketing
3 credits
This course is intended to provide opportunities for concentrated study at an advanced level in areas beyond the scope of regular course offerings including topics of current concern and topics specifically identified as meeting specialized interests of students. This course is offered on an irregular basis. It may be taken more than once with different course content. Prerequisite: There are no specific prerequisites. The seminar is an elective, open to seniors in Marketing. Depending on the topic, it might also be cross-listed with other Departments and/or open to seniors in other majors. In all cases, approval of the Instructor is required. (ATTR: BUS)

MRKT—490. Seminar: E-Marketing
3 credits
This course will examine the evolution of electronic commerce from a global strategic marketing perspective. Specific emphasis will be placed on the investigation of a complex general purpose technology framework in the context of the unique characteristics of both business to consumer and business to business markets. The corresponding impacts on the elements of the marketing mix will be examined through an application and analysis of the specific electronic marketing activities which have emerged from the technologies of digitization, networking and individualization. This seminar is an elective, open to seniors in Marketing. Approval of the Instructor is required. (ATTR: BUS)

MRKT—490. Seminar: Sports Marketing
3 credits
This course examines the complex and diverse nature of sports marketing from a strategic marketing perspective. Specific emphasis will be placed on the contingency framework for strategic sports marketing, with attention to market selection, marketing mix decisions, and the implementation and control of the strategic sports marketing process. Additionally the course will examine marketing through sports; using sports as a platform for developing strategies and tactics to sell nonsports products. This seminar is an elective, open to seniors in Marketing. Approval of the Instructor is required. (ATTR: BUS)

MRKT—499. Independent Study
1 - 3 credits
A qualified student, with the consent of the Head of the Marketing Department, the Dean of the School of Business, and a participating faculty member of the department, may pursue further research and study on a particular topic in Marketing. The student will be directed by the participating faculty member. The number of credits to be awarded (1 to 3) will be submitted to the department head for approval by the participating faculty member. The student will meet with the faculty member for periodic discussion. The student will also submit a satisfactory written report to the faculty member concerned. The student will be expected to comply with all School of Business guidelines concerning such projects. Independent study may be taken twice for credit. (ATTR: BUS)


*** Offered when there is sufficient student interest.