Gannon University

FACULTY: Associate Professor: Michael J. Messina. Assistant Professor: Duane R. Prokop.

The field of Marketing involves the process by which persons and organizations strive to anticipate and satisfy consumer needs and wants. The Marketing curriculum at Gannon is designed to enable students to anticipate and satisfy customer needs and wants by providing a broad working knowledge of marketing planning, marketing research, promotion, pricing, product planning, and distribution.

The Marketing major serves those students planning a career in sales, sales management, public relations, advertising, marketing research, product management, physical distribution, merchandising, retail management, customer service, marketing management, purchasing, and marketing consulting.

Students are encouraged to explore the potential enhancement of their educational experience through internships, cooperative educational experiences, research projects with faculty members and participation in the Gannon Marketing Club.

COURSE DESCRIPTIONS:

BCOR 241: Principles of Marketing
(See Course Description in Business Core)
3 credits

MKTG 255: Principles of Exporting
This course examines the steps involved in exporting a product including documentation, terms of sale and payment, quotations, packing, insurance, regulations, modes of shipping, and role of freight forwarders.
3 credits

MKTG 300: Consumer Behavior
An examination of the buying process with emphasis on the psychological, social, cultural and economic determinants of consumer choice. Topics covered include the buyer as a problem solver; buying decision processes and models; lifestyle analysis; market segmentation and product differentiation; and the adoption and diffusion on innovations.
Prerequisite: BCOR 241
3 credits, Fall

MKTG 310: Retailing Management
Treats the field of retailing as a subset of the larger field of marketing by stressing the application of marketing concepts, approaches and methods to all types of retailing organizations. Attention is given to store location, store layout, personnel management, inventory control, promotion, pricing and customer service.
Prerequisite: BCOR 241
3 credits, Fall

MKTG 315: Health Care Marketing
This course presents health care marketing as a dynamic field of study while identifying areas of concern for marketers including competition, economic conditions, reimbursement and patient needs. In addition, a goal of this course is to analyze ethical means of promotion including image and product line advertising and the impact of these promotions, while identifying future directions for this industry.
Prerequisites: BCOR 241
3 credits

MKTG 320: Professional Selling and Sales Management
A comprehensive survey of contemporary concepts and techniques related to the management of a sales force. The personal selling process of giving an effective sales presentation is examined and applied in the course.
Prerequisite: BCOR 241
3 credits, Spring

MKTG 340: Fundamentals of Advertising
A comprehensive study of the fundamental concepts of advertising. This course includes the economics, methods and psychology of advertising with an introduction to copywriting, layout, media planning and selection and the proper use of newspapers, magazines, radio and television in an overall advertising campaign.
Prerequisite: BCOR 241
3 credits

MKTG 345: International Marketing
A survey of international trade and import and export procedures and practices. This course is taught from the viewpoint of the international marketing manager who must recognize the differences between markets in various countries as influenced by their particular cultural and economic environments.
Prerequisites: BCOR 241 and BCOR 306.
3 credits

MKTG 350: Business to Business Marketing
Examines the characteristics of organizational buyers of goods and services. This course emphasizes strategic marketing planning, industrial buyer behavior, product strategies, pricing strategies, promotional strategies, budgeting and industrial procurement.
Prerequisite: BCOR 241
3 credits, Spring

MKTG 355: Purchasing Management
A consideration of industrial buying from a purchasing management perspective. Strategic decision areas of bids, control of quality, inventory control, evaluating sources of supply, order points and the integration of the materials management function with other activities of the firm are examined. Purchasing management developments in budgeting, capital equipment determinations, contract cancellations, ethics, make-or-buy decisions, legal aspects, global sourcing, and negotiations are examined and discussed.
Prerequisite: BCOR 241
3 credits

MKTG 356: Physical Distribution
A consideration of the strategic issues likely to arise in the planning for and movement of goods through channels of distribution. Elements of the logistical system including transportation modes, inventory control, materials management, warehousing and customer service are introduced and discussed.
Prerequisites: BCOR 241, MKTG 350
3 credits

MKTG 357: Global Sourcing
A comprehensive survey of the sourcing function and its effect on total business operations. Emphasis will be placed on basic business acumen, suppliers as partners, and cross functional evaluation and implementation of evolving techniques.
Prerequisites: BCOR 241, MKTG 355
3 credits

MKTG 375: Organizational Internship
Selected students will be able to spend a period of time (50 hours per credit hour) working as an Intern with a local organization. During this period the student will maintain a journal, will meet regularly with a faculty member, and with a supervisor to provide continuing evaluation of quality and progress of the student’s work. At the conclusion of the experience the student will submit a paper to the supervisor and faculty member and make an oral presentation.
Prerequisite: Junior who has permission of the department and the cooperating organization.
1-3 credits

MKTG 399: Special Topics in Marketing
A survey of contemporary issues in marketing. The course considers current literature in the field and case problems pertaining to real-world marketing successes and failures.
Prerequisite: BCOR 241
3 credits

MKTG 410: Marketing Research
To acquaint the student through theory and practical experimentation with the process of gathering, classifying, and interpreting primary and secondary marketing data used in the managerial decision making. This course will include an investigation of basic marketing research tools such as surveys, observation, experiments and simulation.
Prerequisites: BCOR 241, BCOR 221, CIS 150
3 credits, Fall

MKTG 450: Marketing Management
A comprehensive study of the planning and managing of marketing activities including market analysis, buyer behavior, market segmentation, marketing research, product policy and strategy, distribution strategy, pricing strategy, and promotional strategy.
Prerequisite: Senior status, BCOR 241, MKTG 300, MKTG 320, MKTG 410
3 credits, Spring

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Marketing Curriculum

(Numerals in front of courses indicate credits)

THE NEXT STEP

Baccalaureate Degree program for Graduates of Two Year Colleges.

Marketing

(Numerals in front of course indicate credits)

*Fulfills Senior Seminar/LBST 383

Students will complete 66 credits at Gannon. Students will be required to take other courses in substitution for any of the courses listed above which they satisfactorily complete prior to admission to the program. Students are required to take 18 hours from Gannon’s Core of Discovery program.

Prerequisites:
The above course requirements presume that the student has completed the following courses (or their equivalent), typically found in an A.S. degree program, prior to matriculation. If not, these become additional required courses in the program.

Accounting (BCOR 201& 202)                            Business Technology (CIS 150)
Algebra for Business Students (Math 114)       Legal Env/Bus Law (BCOR 203)
Economics (BCOR 111 & 112)                         Composition (LENG 111 & 112)
Management (BCOR 251)

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