NYSCAS: New York School of Career and Applied Studies

Marketing

GBK 101 Principles of Marketing (Fall, Spring)
A study of basic marketing theory and practice. Major topics include analysis of consumer market structure versus industrial market system; product planning; channels of distribution; pricing; promotion; and relevant government regulation.
Prerequisite: GBM 100. 3 credits

GBK 201 Consumer Behavior (Fall)
Examines marketing from the point of view of various behavioral science concepts, relevant consumer research, and practical marketing applications. Also examines motivation, personality, perception learning, attitude formation, and the importance of group dynamics, social class and culture on behavior in the marketplace.
Prerequisite: GBK 101. 3 credits

GBK 202 Marketing Research (Spring)
Explores the scope, history and ethics of Marketing Research. Particular attention is given to methods of research design, the use of secondary data from marketing decisions, and the distinction between qualitative and quantitative techniques. Students are introduced to techniques of questionnaire design as well as basic statistics for the social sciences. Where appropriate, dedicated software for marketing research, especially SPSS (Statistical Package for Social Sciences) is utilized.
Prerequisite: GBK 101. Co-requisite: GSM 140. 3 credits


GBK 204 Marketing Management (Spring)
This course helps students conceptualize the strategic planning process as it relates to the primary determinants of sales and profits. Students also develop an in-depth understanding of the business and ethical problems marketing managers face in a global marketing environment, and explore various solutions to these problems.
Prerequisite: GBK 101. 3 credits

GBK 310 Retail Management and Merchandising (Fall)
Examines the scope, status, and dynamics of retailing in the United States and global economy. Main topics include retail market structures, retail market strategy, planning merchandise assortments, buying, pricing, and retail promotions. This course is designed for students interested in careers in retailing, retail management and merchandise buying; it is also useful to students interested in consumer products marketing and wholesaling.
Prerequisite: GBK 202. 3 credits


GBK 315 Advertising of Promotion Management (Spring)
Explores advertising, personal selling, sales promotion, sponsorship, direct marketing, e-commerce, and public relations. With three business plans as a foundation, students produce a campaign plan book integrating the concepts explored.
Prerequisite: GBK 101. 3 credits


GBK 330 Sales Force Management and Personal Selling (Fall)
Provides an overview on the role of personal selling in the firm's overall marketing strategy, the skills and techniques required in performing the selling task; as well as concepts and techniques related to the management of sales force. Emphasis will be placed on recruiting and selecting techniques, designing compensation and expense plans, sales training, improving morale, territory management, evaluating sales performance, sales forecasting and sales analysis. Ethical and legal issues in selling and building long term relationships are included.
Prerequisite: GBK 101. 3 credits


GBK 340 International Marketing Management (upon request)
Designed to develop a systematic approach for analyzing trends shaping the global marketplace. Physical, cultural, socio-demographic, legal/political, and technological factors, among others, are explored. Emphasis is placed on development and implementation of optimal marketing programs to capitalize on emerging market opportunities as well as the avoidance of the pitfalls inherent in cross-national marketing activities.
Prerequisite: GBK 101. 3 credits


GBK 351 Direct Marketing (upon request)
Topics include: strategic planning, basic economic analysis, new product/ business development, direct marketing information systems, short-term budgeting and forecasting, and management of direct marketing operations.
Prerequisite: GBK 101. 3 credits


GBK 400 Topics in Marketing (Fall, Spring)
In-depth focus on a marketing topic of current interest. Possible topics include marketing for service and nonprofit organizations, new product development or direct marketing.
May be repeated for credit. 1-3 credits


GBK 408 Strategic Marketing Management (upon request)
An in-depth exploration of strategic marketing such as target marketing, product development, pricing and competitive activity, developed and implemented in a realistic computer-based simulation, within the broader framework of business strategy.
Prerequisites: GBK 202 and senior standing. 3 credits


GBK 410 Business to Business Marketing (upon request)
A managerial approach to marketing decision-making in an industrial market. Topics include relationship building, vendor and value analysis, inventory control, sales forecasting, industrial market planning, market auditing, sales-force planning and channel management.
Prerequisite: GBK 101. 3 credits


GBK 481 Independent Study in Marketing (upon request.)
Description same as EBE 481. 3 credits

GBK 498 Internship in Marketing (Fall, Spring)
Full-time, off-campus employment for seniors guided by outside personnel and the Business Chair.
Prerequisites: senior status, departmental GPA of 2.5 and departmental approval. 3 credits


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