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.
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.
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.
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.
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.
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
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.
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