George Mason University 1997-98 Catalog Catalog Index
Course Descriptions

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Marketing Courses (MKTG)


School of Business Administration

If a student takes noncore, upper-level business administration courses prior to acceptance to the School of Business Administration, those courses will not count on an undergraduate degree application for any major in the school (except as general elective credit). A grade of C or higher must be presented on the graduation application for each upper-level course in the major. Prerequisites are strictly enforced.

301 Principles of Marketing (3:3:0). Prerequisite: Completion of at least 60 semester hours including ACCT 201 and ECON 103. Examination of marketing principles, concepts, strategies, tactics, and analytical tools used by profit and nonprofit organizations to market ideas, products, and/or services to selected target groups. Emphasis is on how to promote, distribute, and price the firmÍs offering in a dynamic economic, social, political, and international environment.

311 Sales Management (3:3:0). Prerequisite: MKTG 301. Examination and evaluation of the sales effort as it relates to the consumer and participants within the marketing channel.

312 Consumer Behavior (3:3:0). Prerequisite: MKTG 301. Marketing strategy implications of the concepts and propositions that compose consumer decision processes. Emphasis is on lifestyle, situation, and information processing. Lecture and case analysis.

313 Advertising Management (3:3:0). Prerequisite: MKTG 301. In-depth study and application of advertising and its role in marketing planning. Study includes identification of relevant data to analyze the marketing situation, development of product position, marketing and advertising objectives, creative strategy, media planning, and evaluation.

332 Retail Management (3:3:0). Prerequisite: MKTG 301. Comprehensive view of retailing as it relates to the total marketing process. Emphasis is on retail decision alternatives used when formulating retail strategy.

333 Industrial and Governmental Marketing (3:3:0). Prerequisite: MKTG 301. In-depth description, analysis, and evaluation of industrial and governmental marketplaces. Emphasis is on marketing procedures practiced and available to decision makers when considering pricing, promotion, and channels of distribution.

351 Marketing Research Techniques and Applications (3:3:0). Prerequisites: DESC 210 and MKTG 301. Study of concepts, theories, and principles underlying the marketing research process. Focus is on development and evaluation of research designs for gathering marketing information.

407 International Business (3:3:0). Prerequisites: MKTG 301, MGMT 302, and FNAN 301. Multidisciplinary approach to international trade from the viewpoint of business management. Introduces unique aspects of international transactions including patterns and theories of international business, impact of foreign trade and international environment, and international business planning.

471 Marketing Management (3:3:0). Prerequisite: 90 hours including 6 hours of marketing, 3 of which may be taken concurrently. Discussion of the managerial aspects of marketing, emphasizing development of marketing strategies and plans and integrating specific elements of the marketing process. Emphasis is on case analysis.

481 Marketing in the Nonprofit Sector (3:3:0). Prerequisite: MKTG 301. Discussion of the unique problems of marketing in nonprofit organizations, including government, and their solution through application of traditional and innovative techniques. Explanation of how to market commercial ventures owned by nonprofits. Lecture, discussion, and case analysis.

491 Special Topics in Marketing (3:3:0). Prerequisite: Nine hours of marketing. In-depth treatment within a seminar format of contemporary topics in marketing. Culminates in the preparation of a substantial paper and oral presentation.

492 Field Experience in Marketing (3:3:0). Prerequisite: Senior standing. Faculty-governed field experience in a Northern Virginia business. Teams of students, matched with client firms through the Entrepreneurship Center, propose action plans relating to a major problem or opportunity faced by the company.

499 Independent Study (1-3:0:0). Prerequisite: 90 hours with a minimum of 24 hours of business courses including principles of marketing, finance, and management. A primary research proposal in a marketing area is required with prior approval from the instructor and the assistant dean.


Graduate Business Institute

650 Marketing Management (3:3:0). Prerequisites: ACCT 600, DESC 600, and FNAN 601. Develops ability to make marketing decisions through application of qualitative/quantitative concepts, with emphasis on marketing research, strategic planning, consumer behavior, and market determination. Case studies, readings, and project.

724 Promotional Strategy in Marketing (3:3:0). Prerequisite: MKTG 650. Promotion activities as applied to both profit and nonprofit organizations. The approach is to develop basic issues in promotional strategy and then to focus on managerial issues and problems as encountered by promotion executives.

725 Marketing Research (3:3:0). Prerequisites: MKTG 650 and DESC 650. Concepts, theories, principles, techniques, and models underlying the marketing research process.

726 Advanced Consumer Behavior (3:3:0). Prerequisite: MKTG 650. Advanced study of the concepts and propositions that compose consumer decision processes. Examines extant literature and stresses research applications for marketing strategy and public policy. Lecture and case analysis.

765 Marketing Decision Systems (3:3:0). Prerequisite: MKTG 650. Appreciation for the capabilities that exist today for the marketing function in the modern corporation. Manner in which information technology has an impact on marketing and how information technology can be strategically deployed to alter marketing. Marketing decision making, the integration of databases (internal as well as syndicated), statistical techniques, modeling, and optimization to provide enhanced decision support for marketing managers. Explores present and future role of expert systems.

775 Theory and Policies of International Business (3:3:0). Prerequisites: FNAN 650, MKTG 650, and MGMT 600. Introduces the theory, environments, and practices of international business. Emphasis on international entry strategies and environmental risk assessment. Lecture, cases, and discussion.

796 Independent Study and Directed Readings (3:0:0). Prerequisite: MKTG 650. By special arrangement with professor and approval from the director of Graduate Student Services.


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