Course Descriptions

Marketing (MKTG)

MKTG 1890

Introduction to Careers in Business

Explores a wide variety of professional

opportunities available in business including

required skills, emerging trends, economic

conditions, and workforce demands. Identifies

and examines professional strengths, skills,

and interests that add value in the

workplace. Assists emerging candidates to

align their abilities with industry needs.

Initiates professional networking and internship

opportunities. Requires professional outreach.

Includes demonstrations, role playing and

application exercises.

MKTG 220G

Written Business Communication GI WE

Teaches written business correspondence and

business reports using direct and indirect

approaches. Emphasizes analysis of audience

and purpose in drafting documents with

accurate and clear content, organization, and

style. Includes application of punctuation,

grammar, and usage principles to business

writing situations. Emphasizes teamwork and

collaboration. Teaches how to interrelate

respectfully with individuals representing

cultures and perspectives other than one’s own.

Lab access fee of $25 for computers applies.

Canvas Course Mats $$27/Peerceptiv applies.

MKTG 2390

Professional Business Presentations

Teaches business presentation skills.

Emphasizes planning, developing, delivering,

and evaluating business presentations.

Includes informative and persuasive formats in

diverse settings using a variety of media. Lab

access fee of $25 for computers applies.

MKTG 259R

Current Topics in Marketing

1 to 3

* Prerequisite(s): Department Chair Approval

Provides exposure to emerging topics of

current interest in marketing. Topics vary each

semester. May apply a maximum of three hours

toward graduation.

MKTG 281R

Marketing Cooperative Work Experience

1 to 3

* Prerequisite(s): Internship Orientation and

Departmental Approval

Provides opportunities to apply classroom

theory on the job. Students work as paid

employees in a job that relates to their

careers while enrolled at the college. Credit is

determined by the number of hours a student

works during the semester. Completers meet

individually set goals. May be repeated for

a maximum of 6 credits toward graduation.

Graded Credit/No Credit.

MKTG 290R

Independent Study

.5 to 3

* Prerequisite(s): Department Chair Approval

Provides independent study as directed in

reading and individual projects specifically

related to the Marketing field at the discretion

and approval of the Dean and/or Department

Chair. May be repeated for a maximum of 6

credits toward graduation.

MKTG 3170

Digital Advertising

* Prerequisite(s): University Advanced

Standing; MKTG 3660 Recommended

Teaches advanced digital advertising concepts

and skills, including social, display, search,

and video advertising as well as campaign

management and decision making based

on key metrics. Includes a digital

advertising project and preparation for industry

certifications in advertising.

MKTG 3220

Retail Management

* Prerequisite(s): University Advanced

Standing; MKTG 3600 Recommended

Combines theoretical concepts with practical

applications from a strategic management

perspective. Includes lectures and discussions

of current events within the retail industry to

provide the primary basis for the integration of

course materials with actual retail enterprise

operations. Includes participation in a number

of experiential learning exercises such as

group and individual case analyses, outside

research on the retail industry and specific retail

firms, class presentations, guest speakers,

and quizzes on selected retailing issues and

practices. Lab access fee of $25 for computers

applies. Canvas Course Mats $85/McGraw

applies

MKTG 3300

Marketing Analytics

* Prerequisite(s): University Advanced

Standing

Provides a rigorous introduction to the

exciting world of marketing analytics. Teaches

the concepts, principles, and frameworks of

marketing analytics from the perspective of a

marketing strategist applying current marketing

theory. Develops key skills required to

understand current trends and make predictions

based on available data.

MKTG 335G

International Marketing

* Prerequisite(s): University Advanced

Standing; MKTG 3600 Recommended

Presents the problems of marketing in the

international marketplace and how marketers

approach and solve them. Focuses on concepts

and principles by teaching the theory and

practice of international marketing through

the use of practical examples and actual

case studies of international (both US and

foreign) marketing organizations. Includes

international marketing position of the US,

market entry strategies, analysis of foreign

markets, culture and marketing, product design,

pricing, distribution, promotion and sales. May

be delivered online. Lab access fee of $25 for

computers applies.

MKTG 3460

Internal Marketing and Corporate Imaging

* Prerequisite(s): MKTG 3600 and University

Advanced Standing

Introduces students to the fundamentals of

Internal Marketing and Corporate Imaging.

Focuses on internal marketing strategy, critical

incident management, organizational change,

employer brand, cause marketing, corporate

citizenship, internal business communication

and event management. Includes other topics,

such as contingency planning, organizational

culture, employee programs and training,

motivation and internal reward programs.

Includes case analysis, lectures, class

discussions, group work and evaluation, videos,

oral presentations, written assignments and

guest speakers.

MKTG 3600

Principles of Marketing

* Prerequisite(s): University Advanced

Standing

Studies consumers, markets, and environments

from the perspective of the marketing manager.

Covers the fundamentals of customer behavior,

market research, marketing strategy, product

management, pricing, professional selling,

distribution, and promotion. Includes case

analysis, lectures, class discussions, videos,

oral presentations, written assignments, guest

speakers, and a marketing plan project. Lab

access fee of $25 applies.

Course Catalog 2023-2024Utah Valley University 1

Course Descriptions

MKTG 3620

Consumer Behavior

* Prerequisite(s): University Advanced

Standing; MKTG 3600 Recommended

Includes an analysis of consumer spending

and saving habits, product preferences,

shopping behavior, leisure time patterns, and

social change. Explores the influence of

advertising, selling and fashion trends. Includes

lectures, class discussions, videos, projects,

case analyses, oral presentations, written

assignments, and guest speakers. Lab access

fee of $25 for computers applies. Canvas

Course Mats $85/McGraw applies.

MKTG 3630

Services Marketing

* Prerequisite(s): University Advanced

Standing; MKTG 3600 Recommended

Presents skills and attitudes necessary

to market services and to provide good

customer service. Emphasizes the marketing

skills involved in marketing services and

basic marketing concepts, including positive

customer relations, effectively handling

customer complaints, and sound customer

service procedures. Focuses on developing

successful service marketing strategies that can

be applied in a business organizational setting.

Includes lectures, guest speakers, video tapes,

role plays, case analysis, oral presentations,

and written assignments. Lab access fee of $25

for computers applies.

MKTG 3640

Sales Management

* Prerequisite(s): University Advanced

Standing

Analyzes the factors that go into managing

a sales force. Teaches sales management

strategies and tactics which help organizations

achieve their revenue goals. Examines key

behavioral, technological, and managerial

trends in sales. Identifies current analytical,

communication, relationship, and leadership

skills needed by sales managers. Demonstrates

the importance of sales and sales management

in terms of people employed, dollars spent,

and sales generated. Canvas Course Mats $68/

Chicago applies.

MKTG 3650

Professional Selling

* Prerequisite(s): University Advanced

Standing; MKTG 3600 Recommended

Emphasizes theoretical skills in the personal

selling process and the management of a

sales force. Studies the recruiting, training

and supervising of salespersons, organization

of territories, compensation schemes, and

forecasting. Includes lectures, guest speakers,

video tapes, role playing, case analysis, oral

presentations, and written assignments. Lab

access fee of $25 for computers applies.

Canvas Course Mats $49/Cengage applies.

Canvas Course Mats $37/GoReact applies.

MKTG 3660

Digital Marketing

* Prerequisite(s): University Advanced

Standing; MKTG 3600 Recommended

Provides an introduction to the many business

uses of the Internet to create competitive

advantage. Features discussions of e-business

strategic components and practice with Web

page exercises. Uses guided exercises to

explore the Net, both in and out of class.

Includes projects, research, and Net use in a

particular industry. Emphasizes the sharing of

concepts discussed in lectures, class activities,

the assigned readings, and group projects. Lab

access fee of $25 for computers applies.

MKTG 3670

Advertising and Promotion

* Prerequisite(s): University Advanced

Standing; MKTG 3600 Recommended

Provides an understanding of advertising, its

purposes, and production. Includes sequence

of activities in preparing productive, persuasive

marketing and advertising campaign plans.

Covers the social, legal, and economic

considerations involved in the campaign

planning process. Includes lectures, class

discussions, guest speakers, videos, and

student presentations. Lab access fee of $25 for

computers applies. Canvas Course Mats $85/

McGraw applies.

MKTG 3680

Marketing with Social Media

* Prerequisite(s): MKTG 3600 and MKTG

3660 are recommended; University Advanced

Standing

Teach students how to use social media

platforms to market products and services.

Includes the creation and marketing of a

blog using WordPress and engaging with a

local small business to write and execute a

social media marketing campaign. Teaches the

fundamentals of social media marketing and

the most popular platforms like WordPress,

Facebook, Twitter, Pinterest, and LinkedIN.

MKTG 3685

Content Marketing

* Prerequisite(s): University Advanced

Standing; MKTG 3660 Recommended

Covers strategic use of content to attract

new customers and retain current customers.

Provides experience identifying and analyzing

an audience to create targeted content to

achieve set business objectives. Introduces

graphic design applications, video editing

software, copy writing skills, email automation

systems, analytics tools, and other resources.

Provides training to successfully create and

implement an effective content marketing

strategy.

MKTG 3690

Digital Marketing Analytics

* Prerequisite(s): University Advanced

Standing

Teaches advanced digital marketing concepts

and skills related to digital marketing analytics

and dashboards for web, social, and other

digital platforms. Includes preparation for

industry certifications in these areas.

MKTG 3700

Fundamentals of Product Management

* Prerequisite(s): University Advanced

Standing; MKTG 3600 Recommended

Provides a rigorous introduction to the

development and management of new products

from a marketing perspective. Emphasizes

current best practices in assessing market

opportunities, determining target customers,

and defining and designing a product-

based solution, and measuring and validating

the solution through an iterative product

development process. Includes a semester

project and presentation, role-plays, and case

studies.

MKTG 3890

Business Career Strategy

* Prerequisite(s): University Advanced

Standing; MKTG 1890 Recommended

Emphasizes the seamless transition to

professional advancement in the workforce

by developing a career narrative consistently

presented on paper, online, and in person.

Focuses on industry research, networking,

interviews, and professional branding, including

the customization of career tools, through

a practicum design. Requires professional

outreach. Includes demonstrations, role playing

and application exercises. Lab access fee of

$25 for computers applies.

MKTG 4150

Digital Marketing Capstone

* Prerequisite(s): MKTG 3170, MKTG 3600,

MKTG 3660, MKTG 3680, MKTG 3690,

and University Advanced Standing; Senior

Standing is recommended.

Applies digital marketing theories, principles,

and tactics to a live learning engagement

project. Provides a framework for developing

a complete digital marketing plan and gives

students an opportunity to learn software,

automation tools, and digital marketing creative

strategy.

Course Catalog 2023-20242 Utah Valley University

Course Descriptions

MKTG 4300

Marketing Data Science

* Prerequisite(s): MKTG 3300 and University

Advanced Standing

Provides advanced learning in marketing

data science. Emphasizes data collection and

cleaning on an advanced level. Teaches

advanced concepts, principles, and frameworks

of marketing data science from the perspective

of a marketing strategist applying current

marketing theory. Builds on introductory skills to

deepen understanding of current trends.

MKTG 4400

Competitive Intelligence

* Prerequisite(s): MKTG 3600 and University

Advanced Standing

Teaches Competitive Intelligence (CI), the

study of processes and techniques leading

to business analysis applied to industry

and company investigation. Overviews the

Competitive Intelligence process including

information collection, intelligence analysis, and

intelligence process assessment.

MKTG 459R

Advanced Topics in Marketing

1 to 3

* Prerequisite(s): University Advanced

Standing; MKTG 3600 Recommended

Provides exposure to emerging topics of

current interest in marketing. Topics vary each

semester. May apply a maximum of 12 hours

toward graduation.

MKTG 4600

Customer Experience

* Prerequisite(s): University Advanced

Standing; MKTG 3600 Recommended

Covers managerial uses of marketing research

in formulating marketing strategy. Includes

determination of situations requiring research,

appraisal of alternative research methods,

and evaluation of studies. Presents theoretical

concepts in research methodology. Includes

lectures, class discussions, group projects,

case analyses, oral presentations, written

assignments, and speakers. Lab access fee

of $25 for computers applies. Canvas Course

Mats $85/McGraw applies.

MKTG 4610

Sales Operations

* Prerequisite(s): University Advanced

Standing; MKTG 3600 Recommended

Provides students with an understanding

of Sales Operations and the key

performance indicators driving professional

sales organizations. Instills a data-driven

perspective necessary for responding to

organizational sales and revenue challenges.

Develops important skills in forecasting, report

and dashboard development, and territory

analysis and design, as well as proficiency in

Sales Force Automation and CRM software.

MKTG 4620

Advanced Professional Selling

* Prerequisite(s): MKTG 3650 and University

Advanced Standing

Covers advanced business-to-business selling

skills and practices. Emphasizes current best-

practices in prospecting, needs identification,

relationship-building, negotiating, and closing.

Includes competitive role-play and case studies.

Canvas Course Mats of $37/GoReact applies.

MKTG 4650

Marketing Management Capstone

* Prerequisite(s): MKTG 3600, MKTG 3650,

MKTG 3660, MKTG 3700, and MKTG 335G.

University Advanced Standing; Senior

Standing is recommended.

Presents detailed marketing analysis skills,

planning and control of various marketing

mix variables, target markets, and the

marketing environment using both oral and

written case studies. Includes lectures, class

discussions, videos, projects, case analyses,

oral presentations, written assignments, and

guest speakers.

MKTG 481R

Marketing Internship

1 to 3

* Prerequisite(s): Departmental Approval and

University Advanced Standing

For upper-division students working toward

a Bachelor of Science Degree in Marketing.

Provides a transition from school to work where

learned theory is applied to actual practice

through meaningful on-the-job experience. May

be repeated for a maximum of 6 credits toward

graduation. May be graded credit/no credit.

MKTG 482R

Sales Internship

1 to 8

* Prerequisite(s): Departmental Approval and

University Advanced Standing

For upper-division students working toward

a Bachelor of Science Degree in Marketing.

Provides a transition from school to work where

learned theory is applied to actual practice

through meaningful on-the-job experience. May

be repeated for a maximum of 6 credits toward

graduation. May be graded credit/no credit.

MKTG 483R

Digital Marketing Internship

1 to 8

* Prerequisite(s): Departmental Approval and

University Advanced Standing

For upper-division students working toward

a Bachelor of Science Degree in Marketing.

Provides a transition from school to work where

learned theory is applied to actual practice

through meaningful on-the-job experience. May

be repeated for a maximum of 8 credits toward

graduation. May be graded credit/no credit.

MKTG 490R

Independent Study

1 to 3

* Prerequisite(s): Department Chair Approval

Provides independent study as directed in

reading and individual projects specifically

related to the Marketing field at the discretion

and approval of the Dean and/or Department

Chair. May be repeated for a maximum of 6

credits toward graduation.

MKTG 494R

Seminar

.5 to 3

* Prerequisite(s): Department Chair Approval

and University Advanced Standing

Provides short courses, workshops, and special

programs in business management, leadership,

or current business topics. Repeatable for up to

six credits toward graduation.

MKTG 4980

Research Seminar in Marketing

* Prerequisite(s): Department Chair Approval

and University Advanced Standing

Studies the process of researching and

writing for scholarly publication. Includes

understanding the concepts of scholarly

conversation; managing scholarship; choosing

a marketing topic; identifying appropriate

journals; using exemplars; creating a title and

abstract; making an outline; developing an

introduction and conclusion; writing the body of

the paper; and then revising, submitting, and

finally publishing in a scholarly journal.

MKTG 6400

Technology Marketing and Customer

Experience

* Prerequisite(s): Admission into any graduate

program in the Woodbury School of Business

Teaches conceptual frameworks and

analytical tools for marketing decision

making in technology businesses from a

cross-functional and strategic orientation.

Focuses on understanding user needs,

technology standards and network externalities,

forecasting and planning, solution design and

architecture, platform strategy, and managing

adoption. Uses cases, assignments, and

projects. Examines the use of marketing

analytics for intelligence gathering, analysis,

and decision making. Teaches how to develop

high-value solutions for users based on a

deep understanding of their needs, and how to

communicate the value of and provide access to

those solutions through marketing technology.

MKTG 6600

Marketing Strategy

* Prerequisite(s): Admission into any graduate

program in the Woodbury School of Business

Analyzes current marketing management

problems. Emphazies marketing concepts,

research techniques, decision making, and

marketing strategy development.

Course Catalog 2023-2024Utah Valley University 3

Course Descriptions

MKTG 6620

Marketing Research and Analytics

* Prerequisite(s): Admission into any graduate

program in the Woodbury School of Business

and MKTG 6600

Explores tools and analysis techniques

related to customer relationship management.

Focuses on "thick" data research, including:

ethnography, social listening, interviewing, and

laddering. Uses research tools, such as

survey design, web analytics, and eye-tracking

technology, to collect and analyze data through

factor analysis, cluster analysis, classification

trees, and multidimensional scaling.

MKTG 6640

Brand/Product/Services Management

* Prerequisite(s): Admission into any graduate

program in the Woodbury School of Business

and MKTG 6600

Focuses on the practice of advanced

marketing management topics including: brand

management, product management, product

development, services marketing, pricing

and conjoint analysis. Integrates forecasting

including diffusion models and other tactics,

resource allocation, and managing profit and

loss statements.

MKTG 6660

Marketing Channels and Communications

* Prerequisite(s): Admission into any graduate

program in the Woodbury School of Business

and MKTG 6600

Explores key advanced marketing practices

related to delivering and communicating value.

Examines retailing, e-commerce, websites,

personal selling, lead generation, digital

marketing, as well as promotion and campaign

management.

MKTG 6720

Creativity and Innovative Problem Solving

1.5

* Prerequisite(s): Acceptance into the

Woodbury School of Business MBA program

Applies an understanding of the nature of

creativity and expansive problem solving within

the business environment through projects,

simulations and/or case study. Provides

awareness about individual and organizational

characteristics which impact creative thinking

and limit imaginative solutions.

Course Catalog 2023-20244 Utah Valley University