WMU > Haworth COB > Marketing > Food & Consumer Package Goods

Course Descriptions

MKTG 2500    MARKETING PRINCIPLES (3 hrs.)
Introduction to the role of marketing in the U.S. and global economy.  Emphasis on how organizations create customer value through marketing strategy planning.  Topics covered include buyer behavior, market segmentation, product planning, service quality, promotion, pricing, and managing channel relationships.  Prerequisites: Sophomore standing required; open to PRBA and BBA students; ASA, DID, FAD, IDD, IDN, IGT, IKT, IMB, IMG, PRG, PRK, PRT, SKS, and TXD majors; and ACT, ADV, GBZ, INT, ISM, MGT, MKT, and SKS minors.

MKTG 2900    INTRO TO FOOD & CPG INDUSTRIES (3 hrs.)
An introductory course designed to provide an overview of the food and consumer package (CPG) industries.  The marketing functions performed by producers, manufacturers, wholesalers and retailers are examined, along with consumer shopping, purchasing, and consumption behavior.  Prerequisite: Sophomore standing; PRBA, BBA; TXD majors and MKT minors only.

MKTG 3710    MARKETING RESEARCH (3 hrs.)
An introduction to the research process as it aids decision making in marketing management.  The focus is on the stages of research process from the planning of the research to gathering, analysis, and interpretation of data as it relates to marketing management.  Prerequisites: MKTG 2500 and STAT 2160 (or STAT 3660 or equivalent for nonbusiness students).  Marketing Dept. majors and minors, GBZ majors, IMB majors, IMG majors, PRK majors and SKS majors only.

MKTG 3730    INTERNET MARKETING  (3 hrs.)
This course examines the strategic use of the Internet as an interactive marketing tool and medium.  Students will analyze various models for increasing marketing effectiveness and efficiency, and will learn strategies for evaluating and planning web sites and Internet advertising to achieve positive customer relationships.  Students will also critically assess the pros, cons, and future developments related to this evolving medium.  Prerequisites: MKTG 3740 or MKTG 3600 or MKTG 3910.  Enrollment is restricted to ADV, FMK, MKT, and SBM majors and minors only.

MKTG 3740    ADVERTISING AND PROMOTION (3 hrs.)
A comprehensive survey of basic principles of advertising and promotion.  The course will include the study of promotion practices and theories and the effects of advertising and promotion in the firm, the economy and society.  Students will be introduced to the fundamentals of Integrated Marketing Communications (IMC).  Prerequisite: MKTG 2500; Marketing Dept. majors and minors, GBZ majors, IMB majors, IMG majors, PRK majors, PRG majors, TXD majors, and SKS majors and minors only.

MKTG 3770    SALES PROMOTION (3 hrs.)  * (Elective for FMK Majors)
The course is designed to introduce the student to the principles and practices of sales promotion.  Included will be topics related to the development and implementation of direct inducement or incentive programs offered to members of the sales force, distributors, or consumers with the primary objective of effecting an immediate sale.  Prerequisite: MKTG 2500.  MKT majors and minors, ADV majors and minors, SBM majors, and GBZ majors only.

MKTG 3910    RETAIL MERCHANDISING (3 hrs.)
This course is designed to acquaint students with merchandising principles and applications related to the marketing of food and consumer package gods (CPG).  Emphasis will focus on point-of-sale merchandising, sales promotion, advertising, pricing, and shelf management utilized by manufacturers, retailers, and wholesalers.  Consumer demographics and lifestyle trends will be explored related to store location/design, product and service offerings, and promotional effectiveness.  Prerequisites: MKTG 2500 and MKTG 2900; may be taken concurrently with MKTG 2900.  FMK majors only, or consent of instructor.

MKTG 3920    APPLIED MARKETING ANALYSIS (3 HRS.)  * (Elective for FMK Majors)
This course is designed to actively involve students in an applied marketing research project.  Working closely with a business, nonprofit, or government organization, students will be involved in the process of research design, including problem identification, sampling design, instrument development, data collection, data analysis, interpretation of findings, and presentation of findings.  Emphasis will be placed on the development and application of analytical techniques to address marketing problems.  Prerequisites:  MKTG 3710 and permission of instructor.  Marketing Dept. majors only. 

MKTG 3960    SURVEY OF FOOD & CPG INDUSTRIES (3 hrs.)  * (Elective for FMK Majors)
An intensive two-week survey of manufacturers, retailers, wholesalers, and businesses related to the food and consumer package goods industries.  Company visits include presentations by industry executives and tours of manufacturing, distribution, and company facilities.  Students observe practices related to marketing, production, packaging, distribution, research, and technology development.  Written reports are required.  Bus travel and overnight stays are necessary.  A fee for transportation and housing is required.  Prerequisite: MKTG 2900.  FMK majors only.

MKTG 3970    FOOD & CPG INTERNSHIP (1-3 hrs.)
Under the direction of a faculty advisor, students seek and obtain a position offering full-time work experience related to the food and consumer package goods industries.  Students are expected to work a minimum of 150 hours for each internship credit received.  Interns are required to submit periodic written reports, and an employer evaluation of their performance.  An approved application form, signed by a faculty advisor, is necessary before registration is permitted.  Course may be taken up to three times for a maximum of 6 hours credit.  Graded on a Credit/No Credit basis. To be included in the major for Food and Consumer Packaged Goods majors only.  Prerequisites: FMK majors only and approval of instructor.

MKTG 4760    RETAIL MANAGEMENT (3 hrs.) * (Elective for FMK Majors)
This course focuses on professional management of retail companies.  It addresses all levels of management responsibility (strategic, administrative, operational) within the two largest functional divisions of retail organizations; namely, merchandising and the store operations divisions.  Attention is also given to other functions (finance, human resources, research, advertising, etc.) but primarily as they relate to merchandising and store operations.  Prerequisite: MKTG 2500; MKT majors and minors, FMK majors, MGT majors, and SKS majors and minors only.

MKTG 4770    CONSUMER BEHAVIOR (3 hrs.) * Elective for FMK Majors)
Investigate, analyze and interpret the extensive body of research information on consumer behavior considering both the theoretical and practical implications.  Prerequisites: MKTG 2500 and MKTG 3710; may be taken concurrently with MKTG 3710.  ADV and MKT majors and minors and GBZ majors only.

MKTG 4840    MARKETING LOGISTICS (3 hrs.)
An analysis of the movement and storage of finished products to support physical availability in markets.  Emphasis on customer requirements and customer satisfaction, logistics process capability, and optimization of total distribution costs. Prerequisites: MKTG 2500 and BUS 3750 or IME 3260; FMK majors, MKT majors and minors, IMG majors, PRK majors, SBM majors, and SKS majors only.  Students cannot receive credit for both MKTG 4630 and MKTG 4840.

MKTG 4920    CATEGORY MANAGEMENT (3 hrs.)
This advanced course introduces students to the process of managing product categories as strategic business units in order to produce enhanced business results.  Students utilize syndicated market data and information technologies to evaluate market and category trends and performance.  Applied projects require students to evaluate company performance and to present recommendations for category improvement.  Prerequisite: MKTG 3910.  FMK majors only, or consent of instructor.

MKTG 4930    FOOD & CPG SALES (3 hrs.)
This course introduces selling principles employed within the food and consumer package goods industries.  Multi-tier retail channel selling as well as key account headquarters selling practices will be examined.  Students apply fact-based selling methods utilizing syndicated market data and category management tools related to the selling process.  Extensive role-playing, sales presentations and exercises relevant to the buying process will be used.  Prerequisite: MKTG 4920; may be taken concurrently with MKTG 4920.  FMK majors only.

MKTG 4940    FOOD & CPG MARKETING ISSUES & STRATEGIES (3 hrs.)
This capstone course examines current issues and strategies relevant to the marketing of food and consumer package goods (CPG).  The course provides an opportunity for students to learn and apply strategic marketing decision processes to establish, sustain, or enhance a firm’s competitive position.  Case studies, computer simulations, and/or company projects may be used to demonstrate the importance of relevant issues and strategies.  Prerequisites: MKTG 3710, MKTG 3910, MKTG 4920, and FIN 3200.  FMK majors only.

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Haworth College of Business, Western Michigan University
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