BMKT - Business: Marketing

BMKT 112 Applied Sales: 3 Credits (3 Lec)

This course will provide the foundation for understanding sales. Students will understand the tactics for researching prospects, identifying and qualifying leads, and methods for successful negotiation with customers. Particular attention will be paid to understanding mindset and habits to succeed in sales situations in a small business setting.

BMKT 225 Marketing: 3 Credits (3 Lec)

Students will learn and understand marketing, the process through which organizations analyze, plan, implement, and control programs to develop and maintain beneficial exchanges with target buyers. This course covers fundamental marketing terminology, concepts and strategies including product development, consumer behavior, research, target markets, pricing, channels of distribution, promotion and marketing plans.
Repeatable up to 3 credits.

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Define and identify marketing concepts as they relate to a customer-driven strategy.
Explain the constraints of the marketing environment, ethics and social responsibility.
Describe target market strategies.
Analyze marketing concepts including product, pricing, promotion, wholesaling, retailing, and distribution.
Relate various market research techniques.
Apply concepts of marketing information as it relates to a marketing plan including research, data compilation interpretation, and evaluation.

BMKT 240 Advertising: 3 Credits (3 Lec)

In this course students will examine how advertising contributes to the overall success of marketing a product, service or organization. Professionals in advertising need to understand how communication goals are achieved through understanding the target audience and ensuring appropriate messages are delivered through strategically selected media channels. Students will display an understanding of the strengths and weakness of each communication channel and why it is critical to developing an effective advertising plan. Participants will apply readings to be able to critically evaluate the advertising channels and develop a plan based on a hypothetical budget and target audience.

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Understand how advertising relates to and supports marketing
Discuss marketing segmentation, brand positioning, and budgeting
Demonstrate an understanding of the advantages and disadvantages of various media including print, broadcast, and social media marketing
Explore effective media strategy and selection
Discuss strategies used to measure advertising effectiveness and efficiency
Explore the opportunities available in social media marketing
Discuss legal and ethical issues of advertising

BMKT 291 Special Topics: 1-4 Credits (1 Lec)

PREREQUISITE: None required but some may be determined necessary by each offering department. Offered as needed based on student demand. Courses not required in any curriculum for which there is a particular one-time need, or given on a trial basis to determine acceptability and demand before requesting a regular course number
Repeatable up to 12 credits.

BMKT 292 Independent Study: 1-3 Credits (1 Other)

PREREQUISITE: Consent of instructor and approval of Associate Dean. (F, Sp, Su) Directed research and study on an individual basis. Not to be used as a substitute for a required course
Repeatable up to 6 credits.

BMKT 325 Principles of Marketing: 3 Credits (3 Lec)

PREREQUISITE: Sophomore standing, and ECNS 101IS or ECNS 251IS. (F, Sp, Su) Marketing management decision-making in the product, price, promotion, and distribution areas. The behavioral, legal, ethical, competitive, technological, and economic environments as they affect decisions in the domestic and international organization

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build a demonstrable knowledge base of marketing concepts (knowledge of business)
demonstrate familiarity with marketing strategies – why they are important and how to apply them (knowledge of business)
develop the ability to apply concepts learned in class to practical contexts (knowledge of business, critical thinking*)
consider the ethical implications of marketing strategies and tactics (ethical decision-making*)

BMKT 337 Consumer Behavior: 3 Credits (3 Lec)

PREREQUISITE: Sophomore standing and BMKT 325. (F, Sp) Application of behavioral sciences to understanding human behavior in the market place. Emphasis on culture and subculture, social class, reference group, family, attitudes, perception, motivation, personality, and learning theory on consumer and marketing management decisions. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Recognize and define a basic range of consumer behavior concepts employing fundamentals from psychology, sociology, economics, decision sciences, and anthropology
Apply concepts and strategic, empathy-based critical thinking to real-world scenarios
Evaluate insights into your own and other people’s attitudes and behaviors as consumers
Describe and employ research techniques to identify and leverage consumer behavior
Develop persuasive and actionable marketing strategies using consumer insights
Explore ethical considerations of buying behavior and marketing
Apply course learnings to daily life including evaluating how well-intentioned marketers try to influence behavior, and why it may (or may not) be successful
Evaluate the implications of marketing strategies and tactics on consumers in a variety of cultures and countries.
Provide written and oral insights into your own attitudes and behaviors as consumers. \\n \\n

BMKT 342R Marketing Research: 3 Credits (3 Lec)

PREREQUISITE: BMGT 240IS and BMKT 325. (F, Sp) The application of scientific research methods to marketing problems. The emphasis is on survey design and data analysis for market segmentation studies. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Achieve proficiency in primary data collection, research design, statistical analysis, and \\n
Become proficient in the use of tools and applications of quantitative marketing research. \\n
Gain working knowledge of research methods\\n
Analyze consumer needs/motives, develop corresponding solutions, and present/deliver the results (written report, verbal presentation) to be effective communicators.

BMKT 343 Integrated Marketing Communication: 3 Credits (3 Lec)

PREREQUISITE: BMKT 325 and sophomore standing. (F, Sp) Explores the use of advertising, sales promotion, Internet, electronic media, and personal selling as methods for promoting goods and services. Taught from the perspective of the marketing manager, with emphasis on the theory, strategy, and tactics of promotion. College of Business. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Analyze the basic elements of the communications process, the role of communications in marketing, and how the major variables in the communications system influence consumers’ message processing.
Develop an integrated marketing communications plan applying the appropriate promotions mix based on in-depth market analysis and a firm’s organizational objectives, environment, and constraints.
Critically evaluate the effectiveness of different marketing communications tools for different situations.
Apply different theories of communications and persuasion to explain consumer attitude and behavior changes, as well as develop brand strategy.
Demonstrate how to use new technologies for marketing communications.
Learn career opportunities in marketing, and interact with professionals as you develop strategic skills.
Critically assess the ethical concerns and considerations involved in marketing communications.
Demonstrate superior written and oral communications skills.

BMKT 406 Advertising Campaign Development: 4 Credits (3 Lec, 1 Lab)

PREREQUISITE: Business students junior or senior standing with consent of instructor. Graphic design students GDSN 223 and GDSN 224 with consent of instructor. Students enter the National Student Advertising Competition. The interdisciplinary team of business and graphic design students answers a brief from a national corporation to develop a complete advertising campaign that includes primary research, marketing strategy, media selection, creative development and producing video/digital/print executions
Repeatable up to 8 credits.

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Know how to use market research to develop a marketing strategy
Know how the creative development process evolves
Know how to calculate media costs and select media to reach a specific target audience
Know the production process and costs involved in creating an Integrated Brand Communication campaign
Know how to develop an Integrated Brand Communication plan for a product or service
Develop superior presentation skills and ; how to make presentation materials
Learn to work under time pressure and meet real deadlines
Learn to work with people with different skills sets and personalities
Understand the career opportunities available in the Advertising and related Marketing agency business

BMKT 420 Integrated Online Marketing: 3 Credits (2 Lec, 1 Other)

PREREQUISITE: BMKT 325 and junior standing. (F, Sp) Through readings, case studies and hands-on projects, students will come away with an understanding of the basics of digital marketing and analytics. Students will be exposed to such topics as email marketing, user experience design, social and paid media, search engine optimization (SEO), basic website design and maintenance, mobile marketing and online analytics. Technology platforms may include WordPress, UserTesting.com, Google Analytics + Data Studio, AdWords, Facebook Audience Insights, and a variety of specialized tools employed in industry. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Employ a user-centric focus to drive successful online marketing strategies and campaigns.
Extrapolate Search Engine Optimization (SEO) keywords, link building, and identifying influential sites / sources to support efforts.
Recognize the importance of social media campaigns and how to reach target market’s preferred outlets
Explore paid platforms and opportunities to target markets to gain an understanding of costs, ROI, and which platforms make sense based on the specific business model.
Analyze real data to understand key metrics, validate campaign hypothesis, and formulate data-driven decisions
Examine and employ data from multiple sources and translate into actionable information to create insights and appropriately adapt campaigns

BMKT 436 Sales and Sales Management: 3 Credits (3 Lec)

PREREQUISITE: Junior standing and BMKT 325. (F, Sp) Focus on sales and sales management in a business-to-business and business-to-consumer setting. Students will develop personal, technical, and management skills as they learn selling techniques, practice and develop personal selling skills, and use Customer Relationship Management (CRM) software. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Describe the critical role trust plays at all points of the selling process.
Demonstrate how to build trust and identify customer needs in a professional sales situation.
Apply appropriate sales approaches for different sales situations (B2C, B2B, products versus services).
Develop skills for effective prospecting.
Identify the vocabulary of sales and sales management (terms, acronyms, meanings).
Explore sales technologies which facilitate effective sales and sales management (the broad category of customer relationship management software).
Assess common sales career paths for new graduates and long-term career paths for sales and sales management.
Identify the additional roles and responsibilities as a sales manager.
Explore resources for ongoing sales development beyond the classroom.

BMKT 441 International Marketing: 3 Credits (3 Lec)

PREREQUISITE: Junior standing and BMKT 325. (Sp) International economic, financial, cultural, political, and legal environment; marketing research, market segmentation and positioning issues analyzed primarily from a global perspective. Global strategies and organizational designs described and analyzed as related to foreign market entry, sourcing, product development, pricing, promotion, logistics and distribution, and export-import management. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Integrate the international marketing knowledge learned into the development of a marketing strategy.
Analyze international market consumer segments and how these cultural differences impact marketing strategy.
Explain key components of the international marketing mix and how they need to be adapted by country in a region.
Discuss financial implications of the marketing decisions made.
Summarize the complexity that political/economic/legal differences add to international expansion
Analyze and form opinions on major marketing issues.
Clearly articulate these opinions in both written and oral communication.
Collaborate and communicate in a small multicultural team.
Recognize and apply strategic business concepts in ways that translate into both improved competitiveness and business performance in the international business environment;
Utilize relationships in the international arena and complex multi-cultural environments in waysthat both produce outstanding strategic results and implement sound ethical and socially responsible practices.

BMKT 444 Retail Management: 3 Credits (3 Lec)

PREREQUISITE: Junior standing and BMKT 325. (Sp) The application of marketing theory to retail management problems. Topics include structure of the retail industry and nature of competition; merchandise planning, budgeting and control; and pricing and location theory. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Fundamentals and drivers of retail management and strategy, including history/understanding the dynamics of the changing customer, recent applied technology retailing (e.g., machine leaning), and retail terminology.
Changing dynamics of retail marketplace, such as types and evolution of retailers, multi-channel retailing, customer and competitive positioning.
Key drivers, such as product development and merchandise management, sourcing and product line management, store infrastructure, pricing, analytics, retail marketing communication, and supply chain management

BMKT 446 Marketing for Entrepreneurs: 3 Credits (3 Lec)

PREREQUISITE: BMKT 325 and junior standing. (F, Sp) Examines the unique marketing challenges faced by start-up organizations. New firms are often resource constrained. As a result, penetrating markets dominated by larger competitors with new and innovative products and services requires different marketing tactics. Markets are undefined and establishing primary demand for a new product category may be required. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Explore Entrepreneurial Marketing concepts;
Recognize and analyze stakeholder value;
Describe the concepts involved in creating valuable businesses/products;
Describe the concepts involved in offering value to customers;
Describe the concepts involved in communicating value;
Describe the concepts involved in entrepreneurial marketing strategies.

BMKT 447 Marketing Mix and Design: 3 Credits (3 Lec)

PREREQUISITE: Junior standing and BMKT 325. (F, Sp) Students learn the basics of design and graphics standards in support of the marketing mix, with an emphasis on promotional aspects of the mix, such as logos, advertising, websites, and other key promotions while gaining fundamental technical and aesthetic skills. Design programs such as Photoshop, Illustrator, and InDesign will be introduced and applied to marketing strategies as students consider how to communicate visually to key audiences. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Utilize design-forward technologies, techniques and materials.\\n
Apply, accept and guide critique for potential creative solutions with specific standards and criteria.
Demonstrate creative confidence and competencies ;in design principles (composition, balance, hierarchy, and contrast) and aesthetic skills (appropriate typography, ;color and meaningful imagery).
Communicate their ideas and produce work suitable for seeking professional opportunities.

BMKT 484 Internet Marketing Practicum: 3 Credits (3 Lec)

PREREQUISITE: BMKT 325, BMKT 337, and BMKT 343; BMKT 420 preferred. (Sp) Internet Marketing Practicum introduces students to one of the most important and fastest growing sectors in marketing – Internet advertising. Students manage live Google Ads campaigns working with nonprofit clients using real money, gathering actual data to make strategic marketing decisions. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Discover the complexity of implementing an online marketing campaign
Create a practical and successful campaign that fits with the objectives of a client
Demonstrate maximize targeted and relevant traffic to a client’s website
Use optimization techniques to refine and improve the effectiveness of an online campaign over the three-week campaign period
Confidently discuss online marketing and media planning issues with a client
Explain the technical and cultural factors affecting the success of online marketing campaigns.

BMKT 485 Applied Marketing Strategy: 4 Credits (4 Lec)

PREREQUISITE: BMKT 325 and consent of instructor. (F) The American Marketing Association Collegiate Case Competition brings together top business and design students to work on a marketing challenge submitted by a sponsoring organization. The case sponsor provides a detailed marketing problem for which it seeks to gain the perspective of AMA’s best students, who will compete by developing a marketing strategy in a nationally recognized competition. Students will spend the fall semester working on the marketing plan for the annual case sponsor. BMKT 337, BMKT 342, and BMKT 343 are not formal prerequisites, but it is beneficial if students have taken those courses. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Demonstrate the ability to work collaboratively on a problem that typifies a real, working marketing situation;
Evaluate and apply business and marketing theory and concepts in order to analyze situations and problems leading to recommended outcomes based on the market environment;
Conduct primary and secondary research;
Identify creative opportunities to develop original marketing communications elements;
Write a competitive, research-based strategic marketing plan; \\n
Demonstrate professional communications skills; and \\n
Assess the role that marketing plays in business strategy and marketing management.

BMKT 490R Undergraduate Research: 1-6 Credits (1 Other)

PREREQUISITE: Senior standing and consent of instructor. () Offered as needed based on student demand. For business majors: Formal admission to the College of Business. Directed undergraduate research which may culminate in a research paper, journal article, or undergraduate thesis. Course will address responsible conduct of research. May be repeated
Repeatable up to 12 credits.

BMKT 491 Special Topics: 1-4 Credits (1 Lec, 3 Lab)

PREREQUISITE: Formal admission to the College of Business, consent of instructor and course prerequisites as determined for each offering. Offered as needed based on student demand. Courses not required in any curriculum for which there is a particular one-time need, or given on a trial basis to determine acceptability and demand before requesting a regular course number
Repeatable up to 12 credits.

BMKT 492 Independent Study: 1-3 Credits (1 Other)

PREREQUISITE: Junior standing, consent of instructor and approval of Associate Dean. (F, Sp, Su) Directed research and study on an individual basis. Not to be used as a substitute for a required course
Repeatable up to 6 credits.

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Varies depending on nature of proposed independent study

BMKT 494 Seminar: 1 Credits (1 Lec)

PREREQUISITE: Junior standing and as determined for each offering. Topics offered at the upper-division level which are not covered in regular courses. Students participate in preparing and presenting discussion material
Repeatable up to 4 credits.

BMKT 498 Internship: 1-12 Credits (1-12 Other)

PREREQUISITE: BMKT 325 and consent of instructor. (F, Sp, Su) An individualized assignment arranged with an agency, business, or other organization to provide guided experience in the field
Repeatable up to 12 credits.

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Apply specific business skills, concepts, models, etc. in internship
Identify and work toward learning goals specific to internship
Learn about personal and professional strengths, weaknesses, and interests

BMKT 499 Senior Capstone: Marketing Management: 3 Credits (3 Lec)

PREREQUISITE: BMKT 325 and senior standing. (F, Sp) The content of previous marketing courses is applied using the case method to solve marketing problems. Emphasis is on marketing strategy and implementation. BMKT 436 may be taken as a co-requisite. Online registration reserved for business majors & other majors for whom this course is a degree requirement. Other interested students email business@montana.edu to request registration

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Analyze marketing problems from quantitative and qualitative perspectives.
Gain hands-on knowledge of data analytics tools and machine learning algorithms and their use in solving marketing problems.\\n
Critically examine marketing problems and create written analysis of a marketing situation including background, available alternatives, pros and cons of alternatives, and a decision and recommendations.\\n

BMKT 580 New Product Innovation: 3 Credits (3 Lec)

(F) This class introduces students to the entrepreneurial journey including inspiration, ideation, idea screening, concept development, prototyping, business analysis, product development, and pre-launch testing. The final deliverable is a viable product including a prototype and a formal pitch to prospective investors.

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Articulate, define, and defend the vision for a new product based on an assessment of customer/market needs.
Demonstrate the ability to conduct market analysis including assessing latent customer needs, segmentation, and positioning.
Rapidly prototype and iterate a product concept based on stakeholder input, market analysis, and technological innovations
Assess and model the initial financial viability for a new product or company.
Model the life-cycle and future growth of a new product.
Develop and present a comprehensive pitch for executive, and/or investor buy-in.
Employ the concepts of Lean Startup, Business Model Canvas and the Customer Development Process.
Work in teams to collaborate, innovate, and produce a viable product concept.

BMKT 585 New Product Introduction: 3 Credits (3 Lec)

(Sp) New Product Introduction provides students with practical experience in defining and applying successful go-to-market strategies and marketing-related decision making to develop an action-based strategic marketing plan for a new product or service introduction.

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Define successful go-to market strategies and marketing-related decision making.
Analyze marketing tactics through critical assessment of strategic marketing efforts.
Describe the basic concepts and techniques for strategically marketing a new product/service.
Defend the concept that strategic marketing is a business philosophy that maintains the best way to reach company objectives is by satisfying consumer needs.
Develop an action-based strategic marketing plan for a new product/service introduction, pulling together concepts and tools from this class as well as other MSIM courses.

BMKT 591 Special Topics: 1-4 Credits (1 Lec)

PREREQUISITE: Upper-division courses and others as determined for each offering. Courses not required in any curriculum for which there is a particular one-time need, or given on a trial basis to determine acceptability and demand before requesting a regular course number
Repeatable up to 12 credits.