Michael W. Little, Ph.D.
Associate professor and chair

business.vcu.edu/departments-and-centers/marketing

The Department of Marketing provides students with a comprehensive introduction to the many topics and concepts that make up todays marketing professions. Additionally, students have the opportunity to participate in high quality learning experiences that broaden traditional ideas of the classroom in projects, exercises and internship experiences that involve a variety of business organizations as well as state and local government agencies.

 
 

MKTG   570. Concepts and Issues in Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Designed for graduate students with little or no undergraduate education in marketing. A study of the philosophy, environment and practice of contemporary marketing. This is a foundation course.

MKTG   656. International Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   570 or MKTG   301. Orientation to the international market place. Formulation of international marketing strategies for firms participating in global trade. Emphasis on international environment, multinational economic blocs, international competition and development of international marketing strategies.

MKTG   657. International Market Planning Project. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   570 or MKTG   301. This course is a comprehensive real-life, field-based research and strategic planning exercise. A team of graduate business students is matched with a Virginia business that is interested in initiating or expanding export sales. Under the supervision of the instructor, the student team develops an international market plan for the client company. The team functions as an international business consultant to its assigned company.

MKTG   670. Essentials of Market Planning and Analysis. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Restricted to students enrolled in the Master of Management program. Presents and analyzes buyers and sellers in the marketplace, impact of external forces on marketing, customer-driven strategies and tactics, creation of market-driven competitive advantage, responsible and ethical marketing, Internet and global marketing.

MKTG   671. Marketing Management. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Detailed study of concepts and procedural alternatives in the delineation of the market target, the development and implementation of the marketing mix, and the control and analysis of the total marketing effort.

MKTG   672. Concepts in Consumer Behavior. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   570 or MKTG   301. A study of the pertinent psychological, sociological and anthropological variables that influence consumer activity and motivation.

MKTG   673. Marketing Research. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG   570 or MKTG   301; and MGMT 524, STAT/BIOS   543, STAT 541, or MGMT 301 and MGMT 302. A discussion of the techniques of marketing research. Special emphasis will be given to marketing problem definition, determination of information needs and current methods of analysis of marketing data.

MKTG   674. Service Quality Management. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   570 or MKTG   301. This course enables marketing students to develop a better understanding of service offerings from both a theoretical and practical perspective. Learning will focus on both private and public-sector service organizations. Students will learn how to analyze the design of service offerings, including operations, environment and people, and make recommendations for improving the offerings. The importance of internal and external customer feedback and continually measuring customer satisfaction/dissatisfaction will be highlighted as an integral part of managing service quality.

MKTG   675. Digital Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   301. Focuses on the basic digital tools available to marketers. The strategic value of digital marketing to the organization as it relates to the buyer behavior model is explored through lecture, cases, guest speakers and a group project. The group project teams partners with local companies to gain practical experience with digital marketing.

MKTG   678. Marketing Analytics. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: SCMA   524 or STAT 541. Develops and sharpens students' analytical and statistical skills in preparation for advanced marketing decision-making. Analyses and statistical techniques covered include descriptive statistics, cross-tabulation, analysis of variance, regression and cluster analysis applied to marketing phenomena.

MKTG   690. Research Seminar in Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: Approval of proposed work is required by graduate studies office in the School of Business. This course is designed to provide research experience for candidates not following the MKTG   798-799 program.

MKTG   691. Topics in Marketing. 1-3 Hours.

Semester course; 1-3 lecture hours. 1, 2 or 3 credits. Study of current topics. Topics may vary from semester to semester.

MKTG   693. Field Project in Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: Approval of proposed work is required by graduate studies office in the School of Business. Students will work under the supervision of a faculty adviser in planning and carrying out a practical research project. A written report of the investigations is required. To be taken at the end of the program.

MKTG   697. Guided Study in Marketing. 1-3 Hours.

Semester course; 3 lecture hours. 1, 2 or 3 credits. Prerequisite: Approval of proposed work is required by graduate studies office in the School of Business. Graduate students wishing to do research on problems in business administration or business education will submit a detailed outline of their problem. They will be assigned reading and will prepare a written report on the problem. To be taken at the end of the program.

MKTG   798. Thesis in Marketing. 6 Hours.

Year course; 6 credits. Graduate students will work under supervision in outlining a graduate thesis and in carrying out the thesis.

MKTG   799. Thesis in Marketing. 6 Hours.

Year course; 6 credits. Graduate students will work under supervision in outlining a graduate thesis and in carrying out the thesis.