Marketing Courses

The following are descriptions of marketing courses offered at the University of Notre Dame. Not all courses are offered in the spring and fall semesters. Check insideND to find out which courses are currently available.

Introduction to Marketing

Open to all students in the college. A study of markets, institutions and the environment in which business firms operate with attention to the effect these facets, forces and issues have on the firm's overall marketing strategy.

Consumer and Organizational Buyer Behavior

Required for all marketing majors. An investigation of the decision-making process of consumer and organizational buyers. The course considers the social, cultural, psychological and economic dimensions of behavior as they apply to the acquisition of goods and services.

Quantitative Analysis for Marketing Decision-Making

Required for all marketing majors. An introduction to data-based analysis in areas such as market segmentation, new product development, positioning, promotion analysis and database marketing. The course provides hands-on exposure to techniques that assist managers in structuring marketing problems and in applying data in marketing decisions.

Marketing Research

Required for all marketing majors. A study of the application of scientific method to the definition and solution of marketing problems with attention to research design, sampling theory, methods of data collection and the use of statistical techniques in the data analysis.

Marketing on the Internet

This course addresses both strategic and tactical issues related to Internet marketing, from a marketing manager's perspective. Topics addressed include issues relevant to business-to-consumer, business-to-business and consumer-to-consumer marketing practices. Course material focuses on marketing theory and best practices, and concepts from other business disciplines are integrated where appropriate. Legal, ethical and public policy issues that are relevant to use of technology in the marketing function are discussed throughout the course.

Integrated Marketing Communications

This course examines the strategic use of various marketing communication elements including advertising, sales promotion, public relations, event sponsorships and direct marketing to build and maintain brand equity. Analysis will focus on topics such as: selecting among alternative promotional tools; budgeting and allocation decisions; determining appropriate message strategy; and developing media schedules for a given product/market selection. Particular attention will be paid to the effective integration of elements across the promotional mix.

Designing Value-Based Strategies for Business Markets

Learning to design value based marketing plans and strategies for B2B markets. These strategies are based on carefully developed, value based, highly differentiated, flexible market solutions (‘naked solutions’ plus highly variable options). Learning to build value-based selling tools for creating the financial visions necessary to counter ‘more for less’ demands from customers and provide convincing financial justification for solution purchase. Includes building sophisticated spreadsheet-based Value Models to help sort out, quantify and communicate differential values available from value-focused B2B marketing strategies.

Delivering Value-Based Strategies to Business Markets

Learning to systematically create operating, transition & financial visions and to convert those visions into more profitable sales in B2B Markets. Learning the “Solution Selling” process (& Sales Management) and related, highly operational, value-based professional selling and sales management systems.

Professional Selling in Business-to-Business Markets

A study of the role of the salesperson and the function of sales management in creating close and productive buyer-seller relationships in the business-to-business domain. Emphases in the course are placed on trends affecting the sales person's role, the effects of the internal and external environment on the selling function, and the value of the salesperson to the firm and society.

Strategic Marketing

Restricted to graduating senior marketing majors. The development and implementation of marketing programs, including determining the marketing mission within the context of environmental factors and organizational resources. Working in teams, students develop comprehensive business plans and compete in a computer-based market simulation.

Public Relations

This course will provide students with a thorough understanding of the history, role, functions, techniques and practices of the multi-dimensional field of public relations. Students will gain an understanding of public relations in corporate, trade, non-profit, education, government and other organizations; examine and analyze real world public relations cases; learn the research, planning, communication and evaluation process of public relations, and prepare news releases, advisories, speeches and other relevant materials.

Advertising Campaigns

This course provides the students with an opportunity to create, produce, and present promotional solutions in support of new or existing products and services. The course focuses on the overall role of the campaign as well as its strategic development and tactical implementation. The reality of the learning opportunity is enhanced by interaction with real clients and interpretation to graphic designers.

Product Innovation

Introduces students to some important activities and perspectives that can enhance innovativeness and improve the ability to influence and forecast the adoption and diffusion of innovations. These include: the application of techniques for understanding user needs; the use of creative problem solving techniques in idea generation; the application of scenario analysis; and the selection of appropriate organizational and marketing strategies and tactics in overcoming resistance to innovation.

Seminars in Marketing

These seminars are devoted to selected areas of marketing and related disciplines. Each participant is expected to explore the chosen topic(s) determined by the participants and the teaching staff.

back to top