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This is a draft edition of the 2014-15 Catalog; the final edition will be published in late summer 2014.

Marketing

Chair

  • Gary J. Russell

Faculty

Professors

  • Catherine A. Cole (Henry B. Tippie Research Fellow), Gary J. Gaeth (Cedar Rapids Area Business Chair), Sarah Fisher Gardial (Henry B. Tippie Dean), Thomas S. Gruca (Henry B. Tippie Research Professor of Marketing), Gary J. Russell (Henry B. Tippie Research Professor of Marketing)

Associate professors

  • John P. Murry, Dhananjay Nayakankuppam (Henry B. Tippie Research Fellow), Jing "Alice" Wang (Henry B. Tippie Research Fellow)

Assistant professors

  • William M. Hedgcock (Daniel E. McLean Faculty Research Fellow), Sang Hak Lee, Qin Zhang

Lecturers

  • Nancy J. Abram, Robert N. Cline, David E. Collins, Peggy E. Rodriquez-Stover

Professors emeriti

  • Carol C. Fethke, Irwin P. Levin, Peter C. Riesz, Randall L. Schultz, Doyle L. Weiss
Undergraduate major: marketing (B.B.A.)
Graduate degree: marketing subprogram for the Ph.D. in business administration
Web site: http://tippie.uiowa.edu/marketing/

The Department of Marketing offers programs that follow business trends and lead business practice.

Undergraduate Program of Study

  • Major in marketing (Bachelor of Business Administration)

Bachelor of Business Administration

The Bachelor of Business Administration with a major in marketing requires a minimum of 120 s.h., including 20 s.h. of work for the major. The program is designed to provide undergraduate students with an understanding of the business, social, and economic roles of marketing and to prepare them for marketing careers.

Several decades ago, the study of marketing dealt almost exclusively with business activities involved in the flow of goods from production to consumption. Today it includes principles that are more widely applicable; they are as relevant to the success of arts, sports, and social programs as they are to firms selling goods and services. A major in marketing includes study in the behavioral sciences, communications, statistical analysis, and computer methods as well as marketing decision making.

Graduates find employment opportunities as market analysts, merchandise managers, buyers, purchasing agents, advertising managers, brand managers, and sales representatives in a variety of for-profit and nonprofit organizations.

The major in marketing requires the following course work. For B.B.A. common requirements, see Bachelor of Business Administration in the Catalog.

All of these:

MKTG:3050 (06M:102) Professional Preparation in Marketing2 s.h.
MKTG:3100 (06M:134) Marketing Research3 s.h.
MKTG:3200 (06M:135) Consumer Behavior3 s.h.
MKTG:4500 (06M:147) Marketing Management (must be taken in senior year)3 s.h.

Three of these:

MKTG:3300 (06M:105) Web Business Strategy3 s.h.
MKTG:3400 (06M:107) Retail Strategies3 s.h.
MKTG:3500 (06M:125) Direct Marketing Strategies3 s.h.
MKTG:3701 (06M:192) Marketing Institute Field Studies3 s.h.
MKTG:4000 (06M:190) Contemporary Topics in Marketing (counts once toward the major)3 s.h.
MKTG:4100 (06M:137) Advertising Theory3 s.h.
MKTG:4200 (06M:139) Sales Management3 s.h.
MKTG:4250 (06M:140) Marketing and Sustainability3 s.h.
MKTG:4275 (06M:142) Social Media Marketing3 s.h.
MKTG:4300 (06M:151) International Marketing3 s.h.
MKTG:4800 (06M:197) Field Studies in Marketing3 s.h.

Graduate Program of Study

  • Marketing subprogram for the Doctor of Philosophy in business administration

In addition to offering a marketing program for the Ph.D. in business administration, the department participates in the M.B.A. program, which is offered by the Tippie School of Management; see Master of Business Administration Program in the Catalog.

Doctor of Philosophy

Graduate students in marketing may earn a Doctor of Philosophy in business administration. For a description of the Ph.D. program and requirements, see Doctor of Philosophy in the Catalog and visit the Department of Marketing web site.

Applicants must meet the admission requirements of the Graduate College; see Manual of Rules and Regulations of the Graduate College or the Graduate College section of the Catalog.

Courses

Lower-Level Undergraduate

MKTG:1300 (06M:029) First-Year Seminar1 s.h.
Small discussion class taught by a faculty member; topics chosen by instructor; may include outside activities (e.g., films, lectures, performances, readings, visits to research facilities).
 

Upper-Level Undergraduate and Graduate

MKTG:3000 (06M:100) Introduction to Marketing Strategy3 s.h.
Philosophy and activities of marketing; marketing environment of an organization; strategies with respect to marketing decisions, buyer behavior; spreadsheet analysis of marketing problems. Prerequisites: ECON:1100 (06E:001). Requirements: junior standing.
 
MKTG:3050 (06M:102) Professional Preparation in Marketing2 s.h.
Overview of marketing careers; how marketing strategies are developed, evaluated, and implemented; how research on buyer behavior is used in marketing decisions; identification of research methodologies, analytical tools, and technologies for addressing marketing problems; marketing's relationship to other business and organizational functions and to the external environment. Prerequisites: MKTG:3000 (06M:100).
 
MKTG:3100 (06M:134) Marketing Research3 s.h.
Marketing, research methods; role of marketing research information as a tool in management decision making. Prerequisites: ECON:2800 (06E:071) and MKTG:3000 (06M:100).
 
MKTG:3200 (06M:135) Consumer Behavior3 s.h.
Behavioral and social aspects of marketing; research methods and findings from behavioral sciences, their relation to production, consumption, and marketing of products, services. Prerequisites: MKTG:3000 (06M:100).
 
MKTG:3300 (06M:105) Web Business Strategy3 s.h.
Introduction to World Wide Web business and marketing; concepts, methods, and applications associated with doing business on the web; web page construction and design; case studies and/or entrepreneurial projects. Prerequisites: MKTG:3000 (06M:100).
 
MKTG:3400 (06M:107) Retail Strategies3 s.h.
Strategies for retail site selection, store design, supply chain management, customer relationship management/customer service; merchandising management strategies for planning merchandise assortments, buying systems, buying merchandise, pricing, promotion. Prerequisites: MKTG:3000 (06M:100).
 
MKTG:3500 (06M:125) Direct Marketing Strategies3 s.h.
Principles and processes of direct and database marketing; insight into the requirements for building a customer‑based marketing strategy. Prerequisites: MKTG:3000 (06M:100).
 
MKTG:3700 (06M:191) Marketing Institute Seminar I2 s.h.
Soft skills and professional expertise to succeed in marketing and consulting careers; resume and interview training, industry presentations, business case assignments, lectures. Prerequisites: MKTG:3000 (06M:100). Requirements: admission to the Marketing Institute.
 
MKTG:3701 (06M:192) Marketing Institute Field Studies3 s.h.
Plan, design, carry out, and report on a marketing research project for a profit or nonprofit client organization; communicate with managers, apply knowledge of marketing research, meet deadlines, and convert research findings into actionable recommendations for management. Prerequisites: MKTG:3000 (06M:100) and MKTG:3700 (06M:191). Requirements: admission to the Marketing Institute.
 
MKTG:3702 (06M:193) Marketing Institute Seminar II0 s.h.
Development of soft skills and professional expertise to succeed in marketing and consulting careers; résumé and interview training, industry presentations, business case assignments, lectures; mentor students in marketing institute seminar. Prerequisites: MKTG:3000 (06M:100), MKTG:3700 (06M:191), and MKTG:3701 (06M:192). Requirements: admission to the Marketing Institute.
 
MKTG:4000 (06M:190) Contemporary Topics in Marketing3 s.h.
Topics not regularly offered in other courses. Prerequisites: MKTG:3000 (06M:100).
 
MKTG:4050 (06M:101) Directed Readings in Marketingarr.
 
MKTG:4100 (06M:137) Advertising Theory3 s.h.
Advertising as a promotional force; emphasis on theory, planning, resulting strategic and tactical decisions made by advertising executives. Prerequisites: MKTG:3000 (06M:100).
 
MKTG:4200 (06M:139) Sales Management3 s.h.
Personal selling, management of sales force; emphasis on recruitment, selection, training of sales representatives; problems in allocation of sales effort, supervision, control. Prerequisites: MKTG:3000 (06M:100).
 
MKTG:4250 (06M:140) Marketing and Sustainability3 s.h.
Concepts for developing and implementing sustainable marketing strategies; developing more environmentally friendly products, more sustainable logistical systems, socially responsible pricing, and promoting sustainable products in a socially responsible way. Prerequisites: MKTG:3000 (06M:100).
 
MKTG:4275 (06M:142) Social Media Marketing3 s.h.
Fundamentals of social media in a marketing context; establishing clear organizational goals, developing appropriate marketing strategies, and determining key campaign logistics (who, when, where); guest speakers and hands‑on projects involving social media. Prerequisites: MKTG:3000 (06M:100).
 
MKTG:4300 (06M:151) International Marketing3 s.h.
Differences in global environment: how cultural considerations, political, legal, and economic conditions affect market entry strategies and marketing mix decisions; development of marketing plan for non‑U.S. environments. Prerequisites: MKTG:3000 (06M:100).
 
MKTG:4500 (06M:147) Marketing Management3 s.h.
Marketing problems of organizations; emphasis on marketing manager's role in developing, presenting goal‑oriented marketing strategies; application of marketing concepts to real business situations. Prerequisites: MKTG:3000 (06M:100), MKTG:3100 (06M:134), and MKTG:3200 (06M:135). Requirements: one additional marketing elective, not including MKTG:3600, and completion of 90 s.h.
 
MKTG:4800 (06M:197) Field Studies in Marketing3 s.h.
Experience in planning, designing, carrying out, reporting on a marketing research project for a profit or nonprofit client organization; communication with managers, application of marketing research, meeting deadlines, converting research findings into action recommendations for management. Prerequisites: MKTG:3000 (06M:100) and MKTG:3100 (06M:134).
 
MKTG:4900 (06M:199) Academic Internshiparr.
Professional internship experience with associated academic content.
 
MKTG:4999 (06M:195) Honors Thesis in Marketing3 s.h.
Independent student project directed by faculty or staff advisor; culminates in thesis that conforms to University Honors Program guidelines; may include empirical research, library research, applied projects. Prerequisites: BUS:3999 (06B:194) or ECON:3999 (06E:194). Requirements: admission to the Tippie College of Business honors program.
 

Graduate

MKTG:7800 (06M:243) Seminar in Consumer Behavior-Ph.D.3 s.h.
Key facets of consumer behavior—information processing, perception, memory, learning, attitude formation, attitude change, decision making, emotion; behavioral research methods.
 
MKTG:7850 (06M:242) Seminar in Marketing Models-Ph.D.3 s.h.
Theoretical, operational models in marketing, with emphasis on recent advances; in‑depth criticism of models, participation in model development project.
 
MKTG:7900 (06M:245) Seminar in Research Topics-Ph.D.arr.
Individual research topics.
 
MKTG:7950 (06M:247) Directed Readings in Marketing-Ph.D.arr.
 
MKTG:7975 (06M:290) Thesis in Marketingarr.
 
MKTG:9000 (06M:201) Directed Readings in Marketingarr.
 
MKTG:9010 (06M:238) Contemporary Topics in Marketing1-3 s.h.
Topics not regularly offered in other courses. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9015 (06M:215) Social Media Marketing for Business3 s.h.
Fundamentals of social media marketing; establishing clear organizational goals for engaging in social media to market a product or service, developing solid strategies for implementation, and determining other key campaign logistics. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9030 (06M:232) Buyer Behavior3 s.h.
Behavior of consumers and industrial buyers; research methods and findings from behavioral sciences applied to production, consumption, and marketing of products and services; application of consumer behavior concepts to managerial decision making. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9110 (06M:227) Category Management3 s.h.
Marketing strategy related to manufacturing product line interactions, retailer product assortment, consumer response; category definition, product line pricing and branding, cross‑category promotions, channel coordination, efficient consumer response, loyalty programs, database marketing. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9115 (06M:228) Cases in Marketing Strategy3 s.h.
Topics from marketing cases not covered in other marketing electives. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9120 (06M:229) Customer Relationship Management3 s.h.
Analytical approaches to customer relationship management; issues, techniques and terminology associated with database marketing and data mining; analysis of customer databases; assessing lifetime valuation (LTV) of customers, identifying "high potential" customers, estimating return on marketing investment, building predictive models to estimate the probability of response to a marketing campaign. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9130 (06M:234) Product Management3 s.h.
Techniques of new product development; idea generation, concept screening, product design, market testing, forecasting, brand management strategies within the firm. Prerequisites: MBA:8110 (06N:211) and MBA:8150 (06N:216).
 
MKTG:9140 (06M:236) Advertising and Promotion Strategy3 s.h.
Marketing communications as dialogue between producers and consumers, how promotional mix evolves; emphasis on advertising, sales promotion, branding. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9150 (06M:223) Brand Management3 s.h.
Strategies for building, leveraging, and defending brands; principles of consumer behavior, how they relate to building brand identity and equity; branding of consumer goods and services. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9160 (06M:233) Service Marketing3 s.h.
Production, consumption, and marketing of services; solutions to problems faced by service managers; development of an organizational marketing system for delivery of quality service. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9170 (06M:231) Business to Business Marketing3 s.h.
Industrial buyer behavior, buyer‑seller relationships, interactive product policy and market segmentation, distribution and selling systems; skill development in market strategy formulation for industrial products and services, and in solving problems and making decisions about industrial marketing. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9180 (06M:225) Direct Marketing Strategies3 s.h.
Principles and processes of direct and database marketing; insight into requirements for building a customer‑based marketing strategy. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9190 (06M:235) International Marketing3 s.h.
Domestic versus international perspective; identification and evaluation of opportunities and risks in non‑U.S. markets; research problems in global markets; effects of international organizations, foreign exchange, macroeconomic policies, local law, and cultural differences on consumer behavior and marketing decisions; multinational versus global marketing strategies (entry, product adaptation, channel logistics, pricing, promotion); emphasis on practical applications. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9200 (06M:237) Field Studies in Marketing3 s.h.
Experience in planning, designing, carrying out, reporting on a marketing research project for a profit or nonprofit client organization; communication with managers, application of marketing research, meeting deadlines, converting research findings into action recommendations for management. Prerequisites: MBA:8110 (06N:211) and MBA:8150 (06N:216).
 
MKTG:9210 (06M:205) Web Business Strategy3 s.h.
Introduction to World Wide Web business and marketing; concepts, methods, and applications associated with doing business on the web; web page construction and design; case studies and/or entrepreneurial projects. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9300 (06M:250) Applied Marketing Research3 s.h.
Research design, survey design, sampling, data analysis, qualitative research methods, research project management. Prerequisites: MBA:8110 (06N:211) and MBA:8150 (06N:216).
 
MKTG:9310 (06M:251) Marketing Analytics3 s.h.
Quantitative tools to support marketing planning decisions, including forecasting, elasticity analysis, conjoint analysis, and customer LTV; analysis of syndicated data.
 
MKTG:9320 (06M:252) Strategic Brand Positioning3 s.h.
Define market boundaries; use customer and competitor analyses to create sustainable market positions; create and manage brand identities; brand architecture, brand equity measurement. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9330 (06M:253) Product and Pricing Decisions3 s.h.
Create and capture value through product and service design, including stage‑gate evaluation models; implement pricing strategy for new products and existing product lines. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9340 (06M:254) Customer Analysis3 s.h.
Use customer insights to support successful marketing programs; organizational, individual, and joint decision making; post sale satisfaction behaviors.
 
MKTG:9350 (06M:255) Marketing Communication and Promotions3 s.h.
Develop effective communication programs for business and consumer markets; manage agency relationships; integrate media/vehicle platforms; track and evaluate investments in communications and promotions. Prerequisites: MBA:8110 (06N:211).
 
MKTG:9360 (06M:256) Category Management3 s.h.
Manufacturer‑retailer relationships, product line planning, efficient consumer response, cross‑category marketing strategies, competition between national brands and store labels, retailer positioning, customer loyalty.