Minor in Marketing

If your career plans include advertising, B2B, sales, services, technology, or the wholesale/retail industries you can enhance your major by completing a minor in marketing. Our innovative program taught by business savvy marketing professors requires the completion of 15 credit hours.

Required:

MGT 2050 Principles of Management  3 credits
MKT 3050 Marketing Principles and Application  3 credits

Select three of the following:

MKT 3060 Consumer Behavior  3 credits
MKT 3100 Services Marketing  3 credits
MKT 3110 Retail Management  3 credits
MKT 3210 Professional Selling  3 credits
MKT 3220 Advanced Selling  3 credits
MKT 3230 Managing the Sales Force  3 credits
MKT 3320 International Marketing  3 credits
MKT 3410 Business & High Tech Marketing  3 credits
MKT 3510 Customer Value & Relationship Marketing  3 credits
MKT 3600 Digital and Search Engine Marketing  3 credits
MKT 3605 Content Marketing  3 credits
MKT 3610 Social Networking  3 credits
MKT 3800 Entrepreneurial Marketing  3 credits
MKT 3900 Marketing Internship  3 credits
MKT 4100 Integrated Marketing Communication  3 credits
MKT 4700 Marketing Research  3 credits
MKT 4710 Marketing Strategy  3 credits

Current students: Please consult your Academic Advisor for program requirements or access SharkLink for your CAPP report. Program requirements are subject to change, and your Academic Advisor or CAPP report can provide you with the courses required for your catalog term.

Course Descriptions

Full-Time professionals are available to discuss the minor in marketing curriculum with you in greater detail. Simply call 800.338.4723 or contact our Office of Undergraduate Admissions.

MGT 2050     Principles of Management  (3 cr.)

Provides an overview of management history and theory, schools of management thought, the functions and processes of management, and the environment within which the modern manager operates.

MKT 3050     Marketing Principles and Application  (3 cr.)

A focus on the marketing concept, and examination of a marketing oriented firm. Topics include consumer behavior, market analysis and the marketing mix. Students will produce a marketing plan.

MKT 3060     Consumer Behavior  (3 cr.)

This course introduces students to marketing concepts and theories developed in the behavioral and economic sciences (cultural anthropology, psychology, social-psychology, and sociology) as they relate to consumer and business markets. Students will examine models of consumer behavior and organizational buying. They will learn how these behaviors are influenced by principles of learning, motivation, personality, perception, and group influence. Frameworks of consumer and buyer behavior are discussed in the context of advertising/promotion, product management, and the development of effective marketing strategies. Prerequisite: MKT 3050.

MKT 3100     Services Marketing  (3 cr.)

Explores the marketing of services, highlighting the distinctions that exist in the marketing of intangibles. Presents strategies for marketing of services versus the traditional product related marketing. Prerequisite: MKT 3050.

MKT 3110     Retail Management  (3 cr.)

To critically analyze the retailing process, the environment within which it operates, and the institutions and functions that are performed. To familiarize students with the decisions involved in running a retail firm and the concepts and principles for making those decisions. To provide a foundation for those students who plan to work in retailing or related disciplines. In this class, you will learn about the evolution of retailing and its implications in a global, high- technology industry. Technological developments have affected the way consumers buy products and services and the way retailers run their businesses. You will examine decision support systems to develop merchandise assortments, evaluate retail sites, manage sales associates, and target promotions to customers. While the course focuses on the retail industry including retailers of consumer services, the content of the course is useful for students interested in working for companies that interface with retailers such as manufacturers of consumer products or for students with a general management or entrepreneurial interest. Prerequisite: MKT 3050

MKT 3210     Professional Selling  (3 cr.)

The focus of this course is to introduce students to the field of professional and personal selling, their role in marketing, and the overall sales process required to cultivate long-term relationships through effective communications, rapport and bonding strategies. Prereq: MKT 3050 or SPT 3650.

MKT 3220     Advanced Selling  (3 cr.)

The focus of this course is the application of contemporary selling behaviors that apply to any industry. Building on concepts learned in MKT 3210, students explore the role of professional selling in the firm?s marketing strategy. This course is designed to develop one?s selling and communication skills via mock presentations and role plays. Prereq: MKT 3210

MKT 3230     Managing the Sales Force  (3 cr.)

In this course, students will learn to develop selling strategies for effective sales proposals that ensure high probability sales closure. State-of-the-art techniques will be discussed for crafting customer oriented presentations using appropriate media and demonstration tools. Students will also learn powerful techniques for avoiding buyer remorse and maintaining ongoing relationships. In addition, business development strategies will be learned using innovative techniques. Prerequisites: MKT 3220

MKT 3320     International Marketing  (3 cr.)

The course studies the scope of international marketing, the structure of multinational markets, foreign market research, international advertising and promotion, international distribution channels, international product policy, international pricing policy, and export/import management. .

MKT 3410     Business & High Tech Marketing  (3 cr.)

MKT 3410 - Business & High Tech Mkt. - (3 Credits):This course examines the distinct aspects of industrial (business-to-business) marketing and both the operational and strategic issues associated with the organizational buyer. Emphasis is placed on the special challenges of high technology markets that confront marketing managers and sales personnel. Using lectures and case studies, topics include: assessing industrial marketing opportunities, understanding the organizational buying process, and formulating industrial marketing strategies. Prerequisite: MKT 3050.

MKT 3510     Customer Value & Relationship Marketing  (3 cr.)

MKT 3510 Customer Value & Relationship Mkt.(3 Credits):The Customer Value and Relationship Marketing course builds on the principle the customer is at the center of the firm's activity and that by delivering superior value and building long-term relationships the firm will be competitive and generate sales and profits. Every successful firm whether marketing to consumers or to businesses, has developed customer relationship strategies, tools, and processes to provide outstanding value to customers. The course approaches building customer value and relationships from three important perspectives. First, the course focuses on the customer using key marketing concepts such as satisfaction, loyalty, retention and the strategies used to build these. Second, the course develops implementing customer relationship management from the organizational perspective across all functional areas and with special emphasis on sales and marketing. Third, the course introduces students to the importance of data management as a foundation of customer relationship management and marketing insight and the importance of evaluative tools to measure the progress of a customer relationship program. The course will use lectures, discussions, case problems and written assignments. Prerequisite: MKT 3050.

MKT 3600     Digital and Search Engine Marketing  (3 cr.)

In this course, students will examine how online marketing techniques can maximize brand awareness and sales generation. Through marketing plan and other exercises, students will learn how to develop advertising and communications strategies that blend traditional marketing concepts with marketing in a digital age. Specifically, the course demonstrates how to boost website traffic through online advertising, precision email campaigns and websites designed for customer usability. In addition, students will further examine how engine marketing techniques and keyword research are used in Web 2.0 environments to maximize website exposure and viewer experience. The course will then demonstrate the most effective ways to measure these results through web analytics. Prerequisites: MKT 3050

MKT 3610     Social Networking  (3 cr.)

This course offers a comprehensive overview of how social networking is used in brand awareness and sales generation. Specifically, students will become familiar with the role played by social networks in spreading marketing content, building target audience communities and creating thought leadership. Tools and techniques will be introduced for posting, pinning and sharing content through Facebook, LinkedIn, Twitter, Google+, Tumblr and a variety of photo and video sharing networks. Students will learn how to activate and engage communities of these networks with contests and brand conversations as well as share-worthy content. The course includes social media marketing plan exercises that provide hands-on experience in both social community development and fan engagement. In addition, context-marketing strategies will be examined for reaching audiences through location-based services, mobile apps and behavioral targeting techniques.Prerequisites: MKT 3600.

MKT 3800     Entrepreneurial Marketing  (3 cr.)

The successful entrepreneur if faced with the challenge of innovation and growth, often with limited resources. How innovation - in the form of new products, services, and business concepts - is brought to the marketplace will be explored using small and start-up businesses, new economy companies, and corporate entrepreneurial models. Coursework will include defining market opportunities, value propositions, target-marketing, positioning strategy, branding, promotion (including public relations and guerilla marketing), distribution, including the Web, pricing, and customer relationship management in the context of entrepreneurial setting, resources, and culture. Case studies will be used to exemplify the various steps in launching successful products, businesses and initiatives. The course will culminate in the preparation and presentation of a marketing plan geared to the entrepreneurial organization. Prerequisites: MKT 3050

MKT 3900     Marketing Internship  (3 cr.)

The Huizenga Business School fosters learning through the application of classroom theory in the workplace. Undergraduate students have the option of participating in a university sponsored internship for academic credit. The minimum internship work requirement is 180 hours during one semester. Registration for internship is done through the HSBE Office of Academic Advising, not online, after conferral with the NSU Office of Career Development. ACADEMIC REQUIREMENTS: good academic standing, GPA of 2.5 or higher, and completion of at least 36 credit hours. Prerequisite: MKT 3050

MKT 4100     Integrated Marketing Communication  (3 cr.)

The Integrated Marketing Communication course introduces students to the concept and application of integrating the elements of advertising, sales promotion, public relations, direct marketing and other essentials of the marketing mix to support the overall marketing strategy. IMC allows marketers to effectively and efficiently reach prospects and retain customers with consistent brand messages in the context of fragmented media and increasing customer empowerment through the Internet. Emphasis will be placed on linking the fundamentals of segmentation, targeting, positioning, buyer behavior, and branding with planning, budgeting, and executing a comprehensive, integrated marketing communication program from message development through media selection. Prerequisite: MKT 3060.

MKT 4700     Marketing Research  (3 cr.)

This course outlines the fundamentals of research methodology and its application to the solution of marketing problems. Students are exposed to procedures and analytical tools for collection, analysis and interpretation of data for marketing decisions. Topics include: problem definition, research design, questionnaire construction, sampling, attitude scaling, statistical analysis, presentation and evaluation or research findings. A field research project may be included. Prerequisites: MKT 3060.

MKT 4710     Marketing Strategy  (3 cr.)

Examines marketing activities from the viewpoint of the marketing executives. Topics include strategic planning and policy formulations; the use of marketing research; test marketing of products; and inter-company coordination of pricing and promotion. Prerequisites: MKT 3060 and Senior-level standing.




Undergraduate Program