Walton College of Business Administration

Walton College of Business Administration Front Page

MARKETING AND TRANSPORTATION (MKTT)

Thomas D. Jensen
Department Chair
302 B.A. Building
575-4055

* R. A. AND VIVIAN YOUNG CHAIR OF BUSINESS ADMINISTRATION
PROFESSOR KURTZ
* WAL-MART LECTURER IN RETAILING PROFESSOR JENSEN
* OREN HARRIS CHAIR OF TRANSPORTATION PROFESSOR OZMENT
* WAL-MART CHAIR OF MARKETING PROFESSOR BURTON, PROFESSOR WILLIAMS
* ASSOCIATE PROFESSORS ASHTON, CREYER, GENTRY MURRAY, RAPERT, STASSEN
* ASSISTANT PROFESSORS, KOPP, WALLER
* VISITING PROFESSOR YARBROUGH
* INSTRUCTOR COLE

The Department of Marketing and Transportation offers two majors: 1) Marketing and 2) Transportation and Logistics. Descriptions of the marketing major and courses follow. The transportation and logistics major is described in the next section.

Marketing Major

The major in marketing is designed to prepare students for careers involving product planning, distribution, promotion, and pricing strategies in profit or nonprofit organizations. In addition to a broad overview of the marketing functions within organizations, students are provided with knowledge and skills in consumer behavior, marketing research, and strategic marketing. Students majoring in marketing are actively subjected to problem-solving situations, both domestic and international, where a variety of contemporary tools are employed to stimulate the strategic decision-making process. Supportive disciplines with which the marketer should be familiar include psychology, sociology, accounting, economics, statistics, quantitative analysis, and research methodology.

The marketing major has three concentrations to select from: marketing management, retail marketing, and industrial marketing. The marketing management concentration is intended to provide students with broad knowledge and skills in marketing applicable to any industry. The retail marketing concentration prepares students for marketing careers in the retailing industry. The industrial concentration prepares students for marketing careers in the industrial sector with a special emphasis on personal selling and sales management.

Marketing Major Requirements

Complete the requirements for a B.S.B.A. degree as listed.

Total General Education 63

Walton College of Business Administration Core Requirements Courses Required in all Concentrations 33

MKTT 4133, Marketing Research
MKTT 4553, Consumer Behavior
MKTT 4533, Marketing Management
MKTT Elective
Majors must select one of the following concentrations and must complete six hours within the elected concentration.

Concentration I: Marketing

Management
(Select six hours from the following.)
MKTT 3533, Promotional Strategy
MKTT 4033, Selling and Sales Management
TLOG 3613, Business Logistics
MKTT 4933, Retail Marketing Strategy

Concentration II: Retail Marketing
(Select six hours from the following.)
MKTT 4933, Retail Marketing Strategy
MKTT 4943, Retail Buying and Merchandise Control

Concentration III: Industrial Marketing
(Select six hours from the following.)
MKTT 4033, Selling and Sales Mgmt
MKTT 4663, Industrial Marketing

Junior/Senior electives within Walton 12

College of Business Administration
(Only 6 hours are permitted within major field)

Total Walton College of Business Administration Requirements 63

Total Degree Requirements 126

Recommended Course Sequence in Marketing
(Follow freshman/sophomore sequence on page 181.)

Junior Year

First Semester
3 MKTT 3433, Principles of Marketing
3 CISQ 3333, Info Systems Mgmt
3 MGMT 3563, Mgmt Concepts/Orgn Behav
8 General education electives
17 semester hours

Second Semester
3 MKTT 4133, Marketing Research
3 CISQ 3603, Production & Ops Mgmt
3 FINN 3043, Financial Mgmt Theory/ Practice
3 Junior/senior business elective
3 Marketing elective in concentration
15 semester hours

Senior Year

First Semester
3 MKTT 4553, Consumer Behavior
3 Marketing elective in concentration
6 Junior/senior business electives
3 General education elective
15 semester hours

Second Semester
3 MKTT 4533, Marketing Management
3 MGMT 4833, Strategic Management
3 Marketing elective
6 Junior/senior business electives
2 General education electives
17 semester hours

MARKETING AND TRANSPORTATION (MKTT) COURSES

Enrollment in junior/senior business courses is contingent upon completion of all course prerequisites.

The following courses are not open to business students until all Pre-business requirements have been completed

MKTT3433 Principles of Marketing (FA, SP, SU) Distribution of manufactured goods, agricultural and natural products from producer to consumer; channels of trade, marketing functions, institutions, costs, problems, policies. Prerequisite: (ECON 2013 and ECON 2023) or ECON 2143.

MKTT3533 Promotional Strategy (FA, SP, SU) Provides the student with the theory, knowledge, and application relevant to promotional strategy formation. Since promotion is the communication aspect of marketing, knowledge and skills pertinent to promotional planning, analysis, implementation, and evaluation will be emphasized specifically regarding advertising, personal selling, sales promotion, and publicity. Prerequisite: MKTT 3433.

MKTT4033 Selling and Sales Management (FA, SP, SU) Direction, supervision, control of sales divisions of manufacturing and wholesale organizations; sales planning, research, supervision, motivation and compensation of salespersons; principles and techniques of personal selling. Prerequisite: MKTT 3433.

MKTT4103 Marketing Topics (FA, SP, SU) Special topics in marketing not available in other courses. Topics are selected by the Marketing faculty for each semester each course is offered. May be repeated for 6 hours. Prerequisite: MKTT 3433.

MKTT4133 Marketing Research (FA, SP, SU) Modern research techniques applied to problems of measuring market and sales potentials, allocation of territories, demand for industrial goods, consumer purchasing power, sales forecasts; uses of products and sales research as basis for establishing marketing strategy. Prerequisite: MKTT 3433 and CISQ 2013.

MKTT4533 Marketing Management (FA, SP, SU) Strategic planning and management of the marketing function. Topics covered include product planning, channels strategy, pricing strategy, and promotional strategy in the context of the overall strategic direction of the firm. Prerequisite: MKTT 3433 and three upper division marketing courses.

MKTT4553 Consumer Behavior (FA, SP, SU) Analyzes consumer motivation, buying behavior, market adjustment, product innovation and adaptation; consumer market measurement, including survey of economic, behavioral science theories of consumer market behavior, producer and intermediary reactions. Consumer decision making is evaluated as to psychological drives, sociological concepts used by producers, channel intermediaries, consumers; considers methods, techniques for measuring consumer behavior, analyzing consumer markets. Prerequisite: MKTT 3433.

MKTT4663 Industrial Marketing (SP) Broad view of the marketing of industrial products, emphasizing the similarities and the differences between the marketing of industrial and consumer products. Marketing research, marketing policies, channels of distribution, product management, product pricing and promotion as they affect industrial products are examined.

MKTT4683 International Seminar (SU) Offered only in conjunction with an international study abroad seminar in which students interact with the leadership of international business, government, and labor organizations. (Same as MGMT 4683)

MKTT4833 International Marketing (IR) Studies overseas environmental forces; their impact on international marketing decision making; stresses marketing strategy development and problem solving in the international setting. Prerequisite: MKTT 3433.

MKTT4933 Retail Marketing Strategy (FA, SP, SU) Concentrates on planning to meet the objectives and satisfy the retail marketing concept. Attention is devoted to the retail strategy process, institutions of retailing, consumer behavior, retailing research, selection of a store location, the retail organizational structure, merchandise planning and management, communication with the customer, pricing, planning for service retailers, integrating and controlling the retailing strategy, and retailing trends. Prerequisite: MKTT 3433.

MKTT4943 Retail Buying and Merchandise Control (FA, SP) Duties, problems of store buyer, merchandise manager, demand forecasting, sources of buying information; analysis of records as aids to merchandise control; evaluation of resources; buying policies and practices; buyer as department manager; budgeting problems. Prerequisite: MKTT 4933 and CISQ 2013.

The following courses are restricted to students with graduate standing and require the consent of the instructor.

MKTT5103 Marketing Concepts (FA, SP) Marketing organization and methods; emphasizes social, emphasizes social, economic aspects of distribution. Consumer problems, marketing functions, institutions, distribution methods. Prerequisite: ECON 5163.

MKTT5303 Marketing Problems (FA, SP, SU) Case approach to marketing problems of wholesale and retail establishments, manufacturers; problems related to consumer, products, channels of distribution, promotion, pricing, operating diagnosis, control. Prerequisite: MKTT 5103.

MKTT5313 International Marketing (IR) Studies overseas environmental forces; their impact on international marketing decision making; stresses marketing problem solving in the international setting. Prerequisite: MKTT 5103.

MKTT5333 Retailing Strategy and Processes (SU) Strategic planning and operation of retailing organizations. Investigation of the various types of retailing with emphasis on both the strategic and functional aspects in retail processes. Prerequisite: admission to the M.B.A. program.

MKTT5433 Consumer and Market Research (SP) Modern marketing research techniques and their applications to problems related to marketing strategy, pricing, forecasting, and policy determination. Special attention is given to consumer research, behavioral concepts, and the measurement for marketing purposes. Prerequisite: admission to the M.B.A. program.

MKTT5533 Strategic Category Management (SU) Strategic planning and management of brands and product categories form both manufacturing and retailing perspectives. Focus is on the product brand developement, pricing, distribution, and promotion of brands and their strategic and functional roles in the product mix. Prerequisite: admission to the M.B.A. program.

MKTT5553 Buyer Behavior (FA) Behavioral science concepts, applied research relating to consumer and executive purchasing processes; stresses problems in buyer behavior research , conceptual integration, relevance to marketing management. Prerequisite: MKTT 5103.

MKTT636V Special Problems in Marketing (1-6) (IR) Individual research problems.

MKTT6413 Special Topics in Marketing (FA, SP, SU) Seminar in special topics in marketing. Topics vary depending upon the instructor.

MKTT6423 Seminar in Causal Marketing (FA, SP, SU) (Same as CISQ 6423)

MKTT6433 Seminar in Research Methods (FA) Extensive review of literature illustrative of marketing research studies. Focuses upon theoretical foundations of research design, methodology, and analysis as well as interpretation of univariate, bivariate, and multivariate data in marketing theory exploration. Prerequisite: CISQ 5201 and MKTT 5433.

MKTT6443 Seminar in Marketing Theory (SP) Comprehensive survey and critical review of the history of marketing thought and contemporary schools of thought in marketing discipline. Indepth research, review, synthesis, and a research proposal will be required in a selected topic from the perspectives of advancing marketing theory. Prerequisite: MKTT 5103 and MKTT 5303.

MKTT6453 Seminar in Transportation and Business Logistics (Odd years) Underlying theories and problems related to the development of logistical systems in the U.S. Attention focused on transport economics, the role of government in providing transportation facilities, and managerial issues related to integrating transportation, inventory control, warehousing, customer service levels, and facility location.

MKTT6463 Seminar in Strategic Marketing Management (FA, SP, SU) Comprehensive survey of literature of strategic marketing management area. Focuses on critical evaluation of conceptual frameworks, research methodologies, and interdisciplinary integrations. Requires indepth research, synthesis, integration, and conceptualization resulting in a research paper aimed at advancing the field of strategic marketing management. Prerequisite: MKTT 5303.

MKTT700V Doctoral Dissertation (1-18) (FA, SP) Prerequisite: candidacy.