Course Offerings

Marketing Courses

Note:  Enrollment in any of these courses is contingent upon acceptance in the European Marketing Minor and Summer Semester in Antwerp program. 

MKTG 380. Principles of Marketing. 3 credits.
Deals with fundamentals involved in the marketing process; concerned with the functions, institutions and channels used to distribute goods and services from producer to consumer.  Prerequisite: Junior standing (56 hours).

MKTG 385. Buyer Behavior. 3 credits.
Deals with the behavioral science concepts of individual and group behavior of consumers and industrial buyers. Stresses the application of buyer behavior research to marketing management. Prerequisite: MKTG 380.

MKTG 460. Global Marketing. 3 credits.
A study of the marketing concepts and analytical processes in global marketing operations. Emphasis is placed on finding, analyzing and using data in order to determine comparative differences in markets, marketing functions and the legal, socioeconomic and cultural considerations necessary for marketing.  Prerequisite: MKTG 380.

MKTG 484. Integrated Marketing Communications. 3 credits.
Integrated Marketing Communications includes advertising, sales promotions, packaging, public relations, publicity, personal selling, direct marketing and event sponsorship. Student will be involved in creating, planning, implementing and evaluating client-oriented projects by developing integrated marketing communication campaign. Prerequisite: MKTG 380.

MKTG 485. Marketing Management. 3 credits.
Case studies are used to develop analytical and decision-making skills. Knowledge gained from previous course work is applied to actual circumstances faced by marketing managers in private, public, profit and not-for-profit organizations. Extensive preparation of case materials outside of class provides the basis for case presentations and discussion of case situations in class. Prerequisite: MKTG 380 and MKTG 385.

COB 301: European Business Environment

Catalog description:

This course is designed to complement the COB 300 A-D or European Marketing minor when taught as part of the semester in Antwerp, Belgium program. COB 301 will be offered only as part of the semester in Antwerp program. Students will study European Integration in the classroom and visit governmental institutions, historical places, and cultural events associated with the course content. Prerequisites: Requires acceptance to the Semester in Antwerp program. Must be taken as a corequisite with COB 300 or courses for the European Marketing minor. Cannot be used as an elective to fulfill COB major or any other minor.

Prerequisites:

For European Marketing Minor:   To participate in the European Marketing minor, students must be a non-BBA major; have Junior standing (complete at least 56 hours); have a cumulative GPA of 2.5 or better before beginning the summer semester in Belgium; and be accepted to the Semester in Antwerp program.  Students must also enroll concurrently in MKTG 385, MKTG 460, MKTG 484, and MKTG 485.

COB 301 Course Overview

COB 301 will introduce students to the European business environment. It will examine the current state of business in Europe, and focus on governmental, business and cultural institutions that influence business practice in Europe. Students will also learn about the major forms of architecture and the major schools or art, as visits to cultural institutions such as museums are a major part of the program. Students will examine the policies, procedures, and institutions associated with European integration. In addition, it will help expose students to European history and culture as they visit businesses, governmental institutions, and cultural activities associated with European Integration. Since the course explicitly focuses on Europe, it will provide the European context for the European Business Concentration students can earn while participating in the Semester in Antwerp program.

Specific objectives of the course:

• Introduce students to the European business environment
• Introduce students to European art and architecture
• Introduce students to European Integration
• Introduce students to the historical reasons for a unified Europe
• Teach about the major institutions of the European Union, e.g., the European Commission, the European Parliament, and the Council of Europe, and their impact on conducting business in Europe
• Explore major European policy initiatives, e.g., common commerce policies or common external relations with the United States and Asia
• Learn about the distinctive cultural differences between Europe and the United States
• Visit governmental institutions, historical places, and cultural events associated with European Integration

Course Outline

• Overview of the current state of the European business environment
• History leading up to the development of an Integrated Europe
• Predecessors to the EU (e.g., EURATOM, EEC, EC, etc.)
• European Institutions
  • Council of Europe
  • European Commission
  • European Parliament
  • European Court of Justice
  • Other European Institutions
• European Economic and Monetary Union
  • The Euro
• Common European Policies
  • Common Commercial Policies
  • Common Agricultural Policy
  • Common Defense Policy
  • Common External Relations
• EU Expansion
• Current Relationships Between the U.S. and the EU
  • Current issues, such as banana trade, data privacy initiative
• European Culture
  • Integration Problems
  • Business Practices
• Guided Field Trips to Business, Governmental Institutions, and Cultural Sites
  • Belgium
    • Antwerp
      • Port of Antwerp
      • Antwerp Diamond District
    • Brussels
    • Ghent
    • Liege
    • Brugge
  • Luxembourg
  • Strasbourg and Paris, France
  • Amsterdam, Holland
  • London, England
  • Cologne, Germany
  • Businesses in and around Brussels, Paris, Amsterdam, and London
  • Cultural visits (e.g., museums, historical sites) in the above-mentioned cities and countries