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Catalog 2010-2011
Table of Contents


Marketing (BMKT)
School of Business

MKTG 2503   Principles Of Marketing
Foundational course in the study of business where the emphasis is on studying the marketing concept of discovering and satisfying needs for products (goods, services, and intellectual property). The marketing functions/marketing mix of product, price, promotion and place (distribution) are studied along with creating customer value within the marketing environmental forces, constraints of the organizational resources, and a relationship marketing dynamic. The development of a marketing plan for a real product brings all this study to a practical understanding and application, preparing the student for the real world experience. Class 3. (Spring)

MKTG 3503   Advertising
A study of advertising as a part of the promotional mix, identifying its relationship to public relations, promotions, and sales. The characteristics and uses of different media are discussed along with the measurement of the results of using creative communication as a part of the brand equity development. The use of text, artistic creativity, and media are studies along with ethics and truth in advertising. Students will develop an advertising campaign for an actual product, utilizing all available media. Class 3. Prerequisite: Junior or Senior standing. BMKT 2503. (Fall, Odd years)

MKTG 3513   Public Relations
A study of the history of public relations and its function that has become ever more important to business over the years. Public relations is compared to advertising and studied from a values-oriented approach in the development and nurturing of relationships between an organization and its various publics. This overview provides the student the opportunity to practice writing different forms of communication that contribute to these business relationships, including, but not limited to, news releases and full public relations campaigns for real world companies. Class 3. Prerequisite: Junior or Senior standing. BMKT 2503. (Spring, Odd years)

MKTG 4103   Consumer Behavior
An analysis of psychological, sociological, and cultural aspects of human behavior affecting consumers' actions in the market place The stages in the consumer buying decision process are analyzed as well as the adoption and diffusion process for new products. Data developed by behavioral science is employed to discern and explain consumer behavior. Emphasis is placed on integrating this data into current marketing practices. The current development of relationship marketing and the use of the Internet for electronic commerce are also studied. Class 3. Prerequisite: BMKT 2503. Prerequisite or Corequisite: Junior or Senior standing. (Fall, Even years)

MKTG 4303   International Marketing
An analysis of the strategies to participate competitively in the global marketing environment. This includes an analysis of the elements of an import-export operation, a multinational company, all the way to a geocentrically oriented global marketing operation. Special attention is given to cross-cultural requirements from the design of products (goods and services) to promotion, advertising, sales, and servicing. Class 3. Prerequisites: Junior or Senior standing. BMKT 2503 and BUSI 4313. (Fall, Odd years)

MKTG 4403   Sales Management
An analysis of the organization and administration of sales departments, including recruiting, selection, training, motivating, compensating, supervising, and controlling the sales force. Current marketing and sales management concepts, especially relationship marketing, are studied with an emphasis on the management of selling activities and the outside sales force as one major phase of marketing management. Different contact management software options are studied as they relate to strategic sales management. Special attention is given to sales forecasting and the decision making process for sales executives. Class 3. Prerequisite: BMKT 2503. Prerequisite or Corequisite: Junior or Senior standing. (Spring, Even years)

MKTG 4413   E-Commerce And Marketing
This course focuses on the growth and nature of electronic commerce in marketing. It examines the ways in which e-commerce links companies with customers, suppliers, and others for the presentation, development, and delivery of products and services. This course also considers the consumer attitudes and behavior explaining why e-business is meeting their needs and the strategic factors of successful entrants into this exciting segment. A heavy emphasis in the course is the application of e-commerce in the business-to-business marketing model. Methods for developing and defining relations with customers, the role of electronic communication with customers, and the technology of e-commerce are explored. Class 3. Prerequisite: Junior or Senior standing. BMKT 2503. (Spring, Odd years)

MKTG 4503   Marketing Research
This course studies the role of market research in the business organization, examining the approaches and methods of research employed by marketing managers to solve marketing problems. Theory and application of such topics as problem identification, research design, measurement, survey development, data collection, data analysis, marketing ethics, and report presentations are covered. Marketing research projects involving real companies are used in this course. Class 3. Prerequisites: Junior or Senior standing. BMKT 2503 and BUSI 3423. (Spring, Even years)

MKTG 4513   Marketing Management
This course studies the role of market research in the business organization, examining the approaches and methods of research employed by marketing managers to solve marketing problems. Theory and application of such topics as problem identification, research design, measurement, survey development, data collection, data analysis, marketing ethics, and report presentations are covered. Marketing research projects involving real companies are used in this course. Class 3. Prerequisite: Junior or Senior standing. BMKT 2503. (Fall, Even years)

MKTG 4923   Marketing Internship
The student receives career preparation by observing, planning, directing, and evaluating applied marketing through a supervised work experience; review and discussions of current marketing literature and recent developments in the area of marketing. Class 3. Prerequisites: BMKT 2503 and Consent of Instructor. (On Demand)

MKTG 4941-4994   Special Topics
A one-to-four credit hour course to be utilized for seminars, special lectures in topics not offered in the catalog, and as a mechanism for developing new courses. Subjects offered under this number may include any area in the field of marketing. This course may be taken more than one time when the topics are different. Class 1-4. Prerequisites: BMKT 2503 and Consent of Instructor.