DR. AKCAY - DF123
e-mail:  akcay@kutztown.edu
610-683-4590

DR. OGDEN - DF233B
(CHAIRMAN)
e-mail:  ogden@kutztown.edu
610-683-4596

MRS. ROGOL - DF226
e-mail:  rogol@kutztown.edu
610-683-4589

MR. WINDLE - DF223
e-mail:  windle@kutztown.edU
610-683-4591

MRS. PATRICIA A. BLATT
SECRETARY
610-683-4585
Office Hours  :  Monday thru Friday
                        8:00 a.m. - 12:00 Noon
                        &  1:00-4:30 p.m.
e-mail:  blatt@kutztown.edu
 

WHY A CAREER IN MARKETING?

The Marketing major offers students the ability to study all areas of business and organization structures that deal with consumer satisfaction and excitement!  With your Marketing degree you will be prepared for many different career paths.  Marketing graduates work in Marketing Research, Advertising, Sales and Sales Management, Transportation and Distribution, Retailing, Buying, Merchandising, Product Development and Management and many other areas, both on a local, regional, national or international level.  Because the Marketing major deals with the various publics of organizations and businesses, the careers are rarely dull and always challenging.  The following courses are a sample of the coursework offered at Kutztown University:

    REQUIRED COURSES (6 S..)

    MKT 320 Marketing Management**
    MKT 360 Marketing Research**

    RESTRICTED ELECTIVES (15 S.H.)

    MKT 312 Consumer Behavior**
    MKT 330 Personal Selling**
    MKT 332 Sales Management**
    MKT 340 Retail Management**
    MKT 347 New Product Management**
    MKT 350 Advertising Mangement**
    MKT 351 Media Concepts & Planning**
    MKT 355 Services Marketing**
    MKT 357 Advertising Campaigns**
    MKT 370 International Marketing**
    MKT 371 Selected Topics in Marketing**
    MKT 375 Export Marketing**
    MKT 411 Marketing Communications Management**
    BUS 379  Independent Study**

**Prerequisites must be satisfied.

60 SEMESTER HOURS ARE NEEDED IN GENERAL EDUCATION

ADVERTISING MINOR

In addition to the Marketing major, the Department of Marketing also offers a minor in Advertising.  With the minor, students are prepared to work in all areas of an advertising agency, the media, or client-side.  Graduates of the KU Advertising minor are employed all over the country by some of the biggest names in Advertising including J. Walter Thompson, Ogilvy-Mather, BBDO, Grey, Bates and others.  The courses required for the Advertising minor include:

    REQUIRED COURSES (18 S.H.)

    MKT 310 Principles of Marketing
    MKT 312 Consumer Behavior
    MKT 350 Advertising Management
    MKT 351 Media Concepts & Planning
    MKT 357 Advertising Campaigns
    MKT 411 Marketing Communications Management

FACULTY

The Marketing Department's faculty members are student-oriented educators.  Almost all faculty within the Department are involved in student organizational advising.  In addition, the Marketing Department faculty have consulted for many large, small and medium-sized businesses and organizations.  They provide community service to numerous groups, and are active in publishing articles and books.  Talk to our Marketing graduates and I'm sure you'll be impressed with their thoughts of the Marketing program here at Kutztown University.
 

MARKETING COURSE DESCRIPTIONS
 

MKT 310 PRINCIPLES OF MARKETING

A broad study of the field of marketing as seen from a managerial perspective.  Emphasis will be on demand analysis, customer need satisfaction, product planning and development, distribution selection, promotional decision making, price determination and social responsibility.

MKT 312 CONSUMER BEHAVIOR

A study of the processes of planning, purchasing and using goods and services by consumers.  The course shall demonstrate the link between behavioral concepts and marketing strategy.  The process of consumer decision making will be investigated. The influence of both intra-personal and inter-personal variables on decision making will be emphasized.  The application of consumer behavior to the elements of strategic marketing - including market segmentation, product positioning, product development, marketing communications, in-store stimuli, distribution and pricing will be illustrated.  Social and ethical considerations of marketing responsibility to consumers will also be addressed.  3 S.H.  3 C.H.  Prerequisite:  MKT 310

MKT 320 MARKETING MANAGEMENT

This course emphasizes managerial decision-making and problem-solving in such areas as product development, pricing promotion and distribution.  Focus is upon the concepts and techniques a firm must employ to anticipate and satisfy consumer needs.  It will utilize text, case situations and readings to give experience in managing the components of the marketing mix.  Prerequisites:  MKT 310 Principles of Marketing and MGM 300 Principles of Management.
3 C.H.  3 S.H.

MKT 330 PERSONAL SELLING

This course emphasizes managerial decision-making and problem-solving in such areas as product development, pricing promotion and distribution.  Focus is upon the concepts and techniques a firm must employ to anticipate and satisfy consumer needs.  It will utilize text, case situations and readings to give experience in managing the components of the marketing mix.  Prerequisites:  MKT 310 Principles of Marketing and MGM 300 Principles of Management.
3 C.H.  3 S.H.

MKT 332 SALES MANAGEMENT

Sales Management examines the strategic planning and tactical implementation of salesforce:  organization, recruitment, selection, training, compensation, motivation, supervision, territories, quotas, budgets and performance evaluation.  3 C.H.  3 S.H.  Prerequisites:  MKT 310 and
MGM 300.

MKT 340 RETAIL MANAGEMENT

This course is a study of the administration and control of retail merchandise operations, or their equivalents in the offerings of services.  It covers the fundamental principles of store management, location, selection and training of personnel, budgeting, buying and processing merchandise, pricing, and sales promotion.  In addition, some attention is given to the increasing role and numbers of service and not for profit retailers.  Prerequisites:  MKT 310.  3 C.H.  3 S.H.

MKT 347 NEW PRODUCT MANAGEMENT

A study of the search for new product and service ideas and their development and evaluation.  The course shall take a conceptual approach to the marketing management problems, techniques and strategies necessary to implement and manage new and existing product offerings.  Social and environmental issues and their relationship to the product planning process will be examined along with the assessment of the product mix and its relation to the strategic marketing plan.  The elements of product marketing plans - including target market identification, product design, packaging, branding, labeling, distribution, pricing and promotion will be addressed.  A focus will also be placed on the control of new products and management decision making at the mature and decline stages of the product life cycle.  Three semester hours.  PREREQUISITE:  MKT310, MGM 300.

MKT 350 ADVERTISING MANAGEMENT

This course emphasizes planning, implementation, control and use of advertising.  The primary focus is directed towards providing the student of advertising with practical experiences and knowledge to develop effective advertising.  Areas of concentration include the marketing communication process, basic media choices and strategy, target markets, creation of advertising, creative strategy and copy writing, audience analysis and buyer behavior, developing advertising campaigns and social, ethical and legal aspects.  Prerequisite:  MKT 310.  Junior Standing.  3 C.H.  3 S.H.

MKT 355 SERVICES MARKETING

Services are derived from many sectors of the economy including:  government, private nonprofit, commercial and institutional business.  This course will provide students with an understanding of the nature and variety of services as well as how their major characteristics affect their marketing.  The course will examine the service marketing environment.  positioning strategy, customer mix and demand, service policy, pricing policy, communication and promotion policy, and channels of distribution.  Other topics to be covered include how firms can develop growth opportunities, increase quality and productivity, and manage customer support services effectively in a highly competitive market.  The major issues and strategies will be addressed through the use of lecture, class discussion, case studies, and guest speakers.  Prerequisite:  MKT 310.  Three Credit Hours  -  Three Semester Hours

MKT 357 ADVERTISING CAMPAIGNS

This will be an upper-division advanced advertising course.  The course will be based on theoretical and pragmatic approaches to developing effective advertising campaigns.  In general, the student will gain a theoretical background on advertising campaigns, and develop and implement an actual campaign.  The course will culminate with an entry into the American Advertising Federations (AAF) National Student Advertising competition.  There are more than 120 colleges and universities involved in this competition.  The AAF is the only advertising organization that has a branch involved in student education.
3 S.H., 3 C.H.  PREREQUISITES:  MKT 350

MKT 360 MARKETING RESEARCH

An analysis of survey methods in marketing with emphasis on the use of quantitative and statistical tools and models.  Specific attention is given to problem definition, kinds of inquiries for gathering data, methods of analysis, decision theory, and organizational and administrative provisions for relating research to management decision.  Prerequisites:  Principles of Marketing and Business Statistics.  Three semester hours

MKT 370 INTERNATIONAL MARKETING

A study of the process of focusing the resources and objectives of an organization on global market opportunities.  The course shall take a broad conceptual approach to the marketing management problems, techniques and strategies necessary to incorporate the marketing concept into the framework of the world marketplace.  Emphasis is placed on the necessity of program as well as the problems of competing in markets of different cultures.  Worldwide consumerism as well the inherent social and ethical issues which arise when a multinational corporation ventures into foreign cultures will be addressed.  3 C.H.  3. S.H.  Prerequisites:  MKT 320 Marketing Management..

MKT 371 SELECTED TOPICS IN MARKETING

This course will permit the exploration of specialized subjects that are not covered in the regular marketing classes.  The course will emphasize a variety of current topics and contemporary issues in marketing which are taking place in a dynamic business environment.  Students will review current literature, observe current marketing practices and improve their ability to analyze and express their thoughts in the area.  Prerequisite:  MKT 310 Principles of Marketing.  3 credits.  3 semester hours.

MKT 375 EXPORT MARKETING

This course deals with formulating strategies and developing marketing skills necessary to succeed in global markets through exporting.  The course content includes such topics as the assessment of company readiness to export, export market potential analysis, national and international regulations, export marketing plans and programs, logistics and payments.  Prerequisites:  MKT 310 and MKT 370.  Three semester hours.

MKT 380 SENIOR SEMINAR IN MARKETING

This course is a capstone course which emphasizes acquired student knowledge in accounting, economics, finance, law, statistics, management, and marketing through a computer simulation.  The course is also designed to focus on current marketing issues through discussions, presentations and class exercises.  3 C.H.  3 S.H.  Prerequisites:  Second semester senior standing or permission of the instructor.

MKT 411 MARKETING COMMUNICATIONS MANAGEMENT

This course considers the managerial impact of the promotional mix of advertising;  public relations/publicity; sales promotion and personal selling; and the impact of the promotional mix on marketing communication.  3 S.H., 3 C.H.
 
 
 

SUMMER 2000 SESSIONS

First Session (June 5 - July 7)

8:00 to 10:05 a.m.

MKT 310  Principles of Marketing        Mrs. Rogol

10:15 a.m. to 12:20 p.m.

MKT 347  New Product Management    Dr. Akcay

Second Session (July 10 - August 10)

8:00 to 10:05 a.m.

MKT 350  Advertising Management        Dr. Ogden

10:15 a.m. to 12:20 p.m.

MKT 370  International Marketing         Dr. Akcay
 
 

FALL 2000

Monday, August 28         Fall semester classes start at 6:00 p.m.
Tuesday, August 29         Drop and Add Day
Wednesday, August 30    Drop and Add Day

Monday, October 9        COLUMBUS DAY HOLIDAY - NO CLASSES
Friday, October 20         Mid-Term

Monday, November 6     Undergraduate students meet with advisors for assistance
through                            in building student schedules for Spring 2001.
Tuesday, November 28

Tuesday, November 21        Undergraduate students report to course selection according
Wednesday, November 22   to assigned times
Monday, November 27
Tuesday, November 28

Wednesday, Nov. 22       THANKSGIVING RECESS begins at 6:00 p.m.
Monday, Nov. 27            THANKSGIVING RECESS ends.  Classes start at 8:00 a.m.

Friday, December 8          Last day of regular classes.

Monday, December 11     Final exams.
through
Friday, December 15

Saturday, December 16    DECEMBER COMMENCEMENT (10:00 a.m.)