Marketing and International Business
Chair: Min Hua Lu, Department of Marketing and International Business
Within the Leon Hess Business School, students can pursue a number of academic degree programs, including those available in the Department of Marketing and International Business.
The program prepares students for success through an effective contemporary business education. The program provides an education that helps to qualify its graduates for positions of leadership in both the private and public sectors. Curricula are developed, taught, and regularly updated by faculty members with strong academic and business experience. The faculty members stress the development of critical thinking, sophisticated communications skills, and a flexible managerial perspective.
Students are primed for leadership through a comprehensive curriculum that prepares them to assume responsibility in every phase of marketing.
Susan Forquer Gupta, Associate Professor (Graduate Faculty).
Director, MBA Program. BS, MS, University of Missouri-Columbia; PhD, University of Tennessee-Knoxville. Primary interests include international and global marketing and brand management, national culture measures and cultural value dimensions, environment and behavior and the context of decision making, cross cultural virtual teams, and sustainable (environment, societal, and economic) community development
sgupta@monmouth.edu
Amy Handlin, Associate Professor (Graduate Faculty). BA, Harvard University; MBA, Columbia University; PhD, New York University. Primary interests are in applications of marketing to public policy and in the lobbying process, especially regarding small businesses regulated by state government.
ahandlin@monmouth.edu
Min-Hua Lu, Associate Professor and Chair (Graduate Faculty). BA, MA, Beijing Institute of Foreign Trade; DBA, George Washington University. Primary interests are in strategic marketing management, international/global marketing management, and global sustainability of economics.
mlu@monmouth.edu
Joseph F. Rocereto, Associate Professor (Graduate Faculty). BA, Dickinson College; MBA, PhD, Drexel University. Primary research interests are brand anthropomorphization, customer loyalty, strategic branding, and integrated marketing communications. Other interests include the use of color in marketing communications and the effects of self-concept congruity constraints.
jroceret@monmouth.edu
Michaeline Skiba, Associate Professor (Graduate Faculty). BS, MS, Loyola University; MS, Boston College; EdD, Columbia University. Research interests include healthcare education, management challenges within managed care settings, social and behavioral issues associated with pharmaceutical promotions and marketing strategy, and general management
mskiba@monmouth.edu
BK-520 Foundations of Marketing ManagementCredits: 1.5
Prerequisite: Admission to the MBA program.
Term Offered: All Terms
Course Type(s): None
As a foundation course, this course provides MBA students with fundamental concepts in marketing management involving companies to satisfy their consumers' objectives through right goods and services based on understanding consumer characteristics and marketing system environments; introducing the marketing mix strategies based on thorough analysis of consumer and market environment, promote, distribute and price products and services to satisfy and organize buyers.
BK-614 Marketing ManagementCredits: 3
Prerequisite: Completion or waiver of all MBA foundation courses.
Term Offered: All Terms
Course Type(s): None
An integrated approach to managing the business function of marketing: planning, organizing, controlling, and measuring the total marketing effort; managerial principles and practices applied to the marketing process.
BK-620 Marketing ResearchCredits: 3
Prerequisite: BK-614.
Term Offered: Spring Term
Course Type(s): MBA.K
Tools and techniques for conducting, evaluating, and utilizing marketing research; decisions concerning pricing, promotion, personal selling, consumer behavior, and distribution policies evolving from the research data.
BK-639 Promotional StrategyCredits: 3
Prerequisite: BK-614.
Term Offered: Fall Term
Course Type(s): MBA.K
Integrated marketing communications including advertising, sales promotion, direct response, personal selling, public relations, and Internet/e-marketing. Focus is on the understanding and developing of promotional strategies from a theory and real-world (case- analysis) approach.
BK-640 Consumer BehaviorCredits: 3
Prerequisite: BK-614.
Term Offered: All Terms
Course Type(s): MBA.K
An in-depth study of the various perspectives, theories, and contributors to behavior displayed by consumers in the search, purchase, use, evaluation, and disposal of economic goods and services including the decision processes that precede and determine these acts.
BK-641 Advertising and Media ManagementCredits: 3
Prerequisite: BK-614.
Term Offered: Spring Term
Course Type(s): MBA.K
An integrated approach to analyzing and managing advertising as an effective element in the promotional mix.
BK-650 International Marketing ManagementCredits: 3
Prerequisites: BK-614.
Term Offered: All Terms
Course Type(s): MBA.K, MBA.I
Strategic marketing decisions for sustainable international and global markets including overall market analysis, market entry decisions, branding decisions, consumer differences, and the external environment factors (culture, climate, political, legal, environment, economic, technological, and competitive) that inform product, pricing, distribution and promotional strategies.
BK-698 Special Topics in MarketingCredits: 3
Prerequisite: BK-614.
Term Offered: All Terms
Course Type(s): None
Subject matter varies according to the interest of the students and the professor. The exact nature of the topic covered is indicated in the student's permanent record.
BK-699 Independent Research in MarketingCredits: 3
Prerequisite: Prior permission of the directing professor and department chair.
Term Offered: All Terms
Course Type(s): None
Independent research in Business Administration in an area not substantially treated in a regular course offering, under the supervision of a business administration faculty member; written evaluation of the research is required. The student must be within nine credits of graduation.