Course Student Learning Outcomes (ENTR and MKTG)

Course Student Learning Outcomes - Word Document

ENTR 2485: Establishing and Managing a Small Business

Upon successful completion of this course, a student will be able to:

  • Understand the basic development of entrepreneurship as a profession.

  • Understand business models.

  • Write a business plan describing a new business venture.

  • Understand marketing strategies for small businesses.

  • Identify capital resources for new ventures and small businesses.

  • Monitor the performance of a new firm.

  • Have a basic knowledge of human resource management for small business.

  • Understand the social responsibilities of small business managers.

ENTR 4485: Establishing New Enterprises

Upon successful completion of this course, a student will be able to:

  • Understand the development of entrepreneurship as a field of study and as a profession.

  • Understand the creative process of opportunity identification and screening.

  • Be aware of the importance of innovation in the creation of sustainable competitive advantage.

  • Use business models, pro-forma statements and cash flow projections to understand venture processes.

  • Use a number of techniques to test a business model to ensure its viability.

  • Describe a new business in a well-written venture plan.

  • Understand the reasons for a choice of legal formation.

  • Identify and source the necessary financial and non-financial resources available for a new venture.

  • Develop a personal model showing the critical path to start-up.

  • Understand the importance of building a support network for the new venture.

  • Identify and implement systems for collecting and analyzing information to monitor the performance of a new firm.

  • Demonstrate entrepreneurial abilities and capacity in an entrepreneurship portfolio.

ENTR 4490: Practicum in Small Business Management

Upon successful completion of this course, a student will be able to:

  • Understand the entrepreneurial process.

  • Understand the differences between an entrepreneurial venture and an ongoing business operation.

  • Analyze new concept/product/service ideas as an entrepreneur.

  • Understand the business decisions involved in starting a new business venture.

  • Understand the issues/problems in starting a new venture.

ENTR 6480: Introduction to Entrepreneurship

Upon successful completion of this course, a student will be able to:

  • Understand the development of entrepreneurship as a field of study and as a profession.

  • Understand the creative process of opportunity identification and screening.

  • Understand the importance of innovation in the creation of sustainable competitive advantage.

  • Use business models, pro-forma statements and cash flow projections to understand venture processes.

  • Use a number of techniques to test a business model to ensure its viability.

  • Describe a new business in a well-written venture plan.

  • Understand the reasons for a choice of legal formation.

ENTR 6485: New Venture and E-Business Plans

Upon successful completion of this course, a student will be able to:

  • Identify with the role of an entrepreneur in developing a new venture.

  • Understand the critical roles of marketing research, competitive analysis, consumer-value proposition, and market-entry strategy in the development of a business plan.

  • Write a business plan.

  • Create meaningful financial projections and explain the assumptions behind them.

  • Embrace a holistic view of planning that includes acceptance of ambiguity and uncertainty in a new venture.

  • Make a short and compelling presentation that “sells” a new venture.

  • Demonstrate proper business etiquette in entrepreneurial social settings.

  • Understand the role of ethics, values, and integrity in entrepreneurial businesses.

ENTR 6800: Entrepreneurship Practicum

Upon successful completion of this course, a student will be able to:

  • Work successfully as part of a team, including (but not limited to): skills as an effective team player; communication and interpersonal skills; effective oral presentation skills; negotiation and conflict resolution skills; mentoring skills; consulting skills; able to change between different roles played by a consultant; and effective change-agent skills.

  • Make reasonable assumptions about and design critical aspects of an entrepreneurial firm’s plan such as (but not limited to): growth strategy selection; growth management plans; product plans; operations, HR and ownership plans; market opportunity validation sales and marketing plans; financial plans; and functional plans in marketing, sales, R&D, human resources, accounting, control, production IT, customer service, and finance.

  • Understand the importance and role of ethical, sustainability, innovation and global issues for strategic decision making.

  • Develop and effectively communicate in writing a consulting report (such as a strategic growth plan, financial plan, and/or business plan), including recommendations and specific implementation steps.  Present and defend orally a consulting report (such as a strategic growth plan, financial plan, and/or business plan), including recommendations and specific implementation steps.

  • Define and apply commonly used new venture business planning concepts, skills, and tools such as (but not limited to): the entrepreneurial mind-set; situational & SWOT analyses; industry and competitive analyses; analyzing opportunities; mission/vision statements; marking targeting, segmentation, and positioning; legal forms of new businesses; capitalization; acquiring resources; outsourcing; launching a new venture; risk factors; bankruptcy; growing and harvesting a venture; publicity; stock options plans; financial ratios; break-even analyses; valuation, and pro-forma financial projections; quantifying a business plan.

  • Identify with and take on the role and viewpoint of an entrepreneur.  Organize a potentially chaotic and ambiguous business situation; distinguish relevant from irrelevant facts; and define variables that are likely to significantly influence a client’s entrepreneurial venture.

  • Describe examples of entrepreneurial business and actual practice, both successful and unsuccessful, and explain the role and significance of entrepreneurship as a career, in the firm, and in society.

MKTG 3401: Marketing Principles

Upon successful completion of this course, a student will be able to:

  • Understand the importance and role of marketing in a global environment.

  • Understand the scope and process of marketing.

  • Understand the importance of ethical marketing practices.

  • Learn the process of designing effective marketing strategies.

  • Understand how marketing mix decisions are made and managed over time.

  • Know the value of marketing to one’s life and career.

MKTG 3410: Advertising Management

Upon successful completion of this course, a student will be able to:

  • Identify advertising decision areas.

  • Apply marketing communications functions such as advertising, direct marketing, the Internet, interactive media, and sales promotion.

  • Research and evaluate a firm’s marketing and promotional situation.

  • Develop effective marketing communication strategies and programs.

  • Understand the implications of current trends in advertising and promotion.

  • Use critical marketing factors that influence advertising decisions.

  • Develop an advertising campaign plan that reflects an integrated marketing communications (IMC) perspective.

MKTG 3425: Promotion

Upon successful completion of this course, a student will be able to:

  • Define and apply commonly used Promotion terms, concepts, and tools.

  • Analyze possible consequences of Promotion marketing decisions on company performance.

  • Define the role, importance, and limitations of Promotion marketing decisions in influencing company performance.

  • Identify and evaluate trends, changes, and opportunities presented in the promotions field for product and services, consumers and industrial markets, profit and non-profit organizations and traditional and e-commerce enterprises.

  • Describe, analyze, and design a promotion plan appropriate for a product/service, and enterprise or brand and its target markets.

  • Implement and coordinate the various promotional mix elements with other marketing activities within a company or in an agency (full service advertising/media firms or creative boutique or media buying.)

MKTG 3440: Products and Pricing

Upon successful completion of this course, a student will be able to:

  • Understand the fundamental concepts of product and brand development and management.

  • Use pricing tools to develop products and to analyze their success.

  • Evaluate new product ideas.

  • Understand how to test a product.

  • Understand the management of a product over time.

  • Understand the principles of pricing.

MKTG 3445: Marketing Research

Upon successful completion of this course, a student will be able to:

  • Understand the role of research in making marketing decisions.

  • Understand the process of marketing research.

  • Apply/understand the concept and method of sampling.

  • Develop skills in collecting and coding primary data.

  • Develop skills in analyzing data.

  • Develop communication skills in reporting research results.

MKTG 3495: Business Communication

Upon successful completion of this course, a student will be able to:

  • Identify the elements of the business communication process.

  • Use business English clearly, concisely, and correctly.

  • Write professional and effective business documents, including memos, email, letters, and reports.

  • Deliver effective business presentations.

  • Write effective employment application letter, resumes, and follow-up letters.

  • Understand and apply effective employment interviewing strategies.

  • Use business communication technologies.

  • Understand cross-cultural business communication issues.

  • Understand and apply effective small group behavior strategies.

MKTG 4400: Integrated Marketing Management

Upon successful completion of this course, a student will be able to:

  • Understand the role of marketing strategy in achieving a firm’s goals.

  • Develop a marketing strategy.

  • Understand the concept and sources of competitive advantage.

  • Perform SWOT (strengths, weaknesses, opportunities, and threats) analyses.

  • Manage the allocation of resources across a portfolio of products in a variety of markets.

  • Understand how synergy may be derived from the marketing mix variables.

  • Develop presentation and writing skills.

  • Learn to work as a team.

MKTG 4412: Media Planning

Upon successful completion of this course, a student will be able to:

  • Understand the role of various media in delivering messages to customers and potential customers.

  • Understand the function and methods employed by advertising agency media departments.

  • Use the various sources of information necessary to make good media decisions.

  • Understand the complex interrelationships among important factors of media decision-making.

  • Analyze the value of media.

  • Develop a media plan that applies the media objective concepts and terms.

MKTG 4415: Corporate Communications

Upon successful completion of this course, a student will be able to:

  • Identify major functions of organizational communication departments within corporations.

  • Identify the design of a corporate communication strategic model.

  • Recognize and identify special communication functions such as consumer, investor, government, media, etc.

  • Recognize the importance of primary constituents of an organization.

  • Appreciate the value of communicating effectively for planning purposes.

  • Define and identify the impact of communication technologies on image and identity and reputation management.

  • Implement problem-solving strategies associated with crisis communication.

MKTG 4417: Consumer Behavior

Upon successful completion of this course, a student will be able to:

  • Acquire a deep understanding of how and why consumers make buying decisions.

  • Undertake consumer research.

  • Understand the role of consumer behavior in making marketing decisions.

  • Understand how a person’s inherent characteristics (e.g., personality, self-concept, motivation) influence the consumption process.

  • Understand how a person’s environment (e.g., reference groups, family, culture, etc.) affects consumption decisions.

  • Understand how the dynamics of situational factors (e.g., inconvenience stores, non-acceptance of credit cards) can alter the purchase decision.

  • Develop presentation and writing skills.

MKTG 4470: International Marketing

Upon successful completion of this course, a student will be able to:

  • Be aware of the differences between domestic marketing and international marketing.

  • Understand how culture affects marketing abroad.

  • Explain the different orientations in segmenting international markets.

  • Understand the standardization-customization debate.

  • Understand the concept of global markets.

  • Understand how business customs and motivations may vary from country to country.

  • Understand how marketing decisions are made with differences in the political, legal, economic, and cultural environments.

  • Explain the issues confronting multinational companies.

  • Understand the different issues concerning product, pricing, placement, and promotional strategies for companies operating in various countries.

  • Develop presentation and writing skills.

  • Work as a team.

MKTG 4585: E-Commerce Marketing

Upon successful completion of this course, a student will be able to:

  • Understand the e-commerce framework and technology.

  • Explain the e-commerce business models.

  • Understand the e-commerce customers in different industries.

  • Measure success in an e-commerce environment.

  • Understand the infrastructure of e-commerce.

MKTG 6120: Managerial Communication

Upon successful completion of this course, a student will be able to:

  • Understand and apply managerial communication concepts.

  • Write effective managerial communication documents such as e-mail, memos, letters, proposals, and reports.

  • Analyze and present complex managerial communication cases within local, national, and international contexts.

  • Describe and apply oral managerial communication skills.

  • Describe and apply effective interpersonal communication skills in areas such as listening, teamwork, and interviewing.

  • Describe and apply effective small group (team) communication strategies in areas such as managing conflicts, and negotiation.

MKTG 6215: Marketing Management

Upon successful completion of this course, a student will be able to:

  • Acquire an understanding of fundamental concepts of Marketing.

  • Acquire an understanding of the scope of marketing covering different functions of a marketing manager.

  • Be conscious of ethical and legal implications of marketing decisions.

  • Acquire conceptual knowledge and analytical skills to systematically analyze and solve marketing problems.

  • Develop communication skills in preparing written reports containing detailed analyses of marking problems and alternative solutions.

  • Integrate various elements of marketing to develop marketing plans for specific marketing activities.

MKTG 6401: Marketing Research

Upon successful completion of this course, a student will be able to:

  • Understand the role of research in making marketing decisions.

  • Understand the process of marketing research.

  • Familiar with both print and electronic sources of secondary data.

  • Develop skills in designing data collection instruments including surveys.

  • Understand and apply the concept and method of sampling.

  • Develop skills in collecting and coding primary data.

  • Develop skills in statistical analysis of data.

  • Develop communication skills in reporting research results.

  • Be able to conduct research products by themselves, independently.

MKTG 6410: Buyer Behavior

Upon successful completion of this course, a student will be able to:

  • Develop an understanding of the decision-making process buyers engage in when buying different types of products.

  • Identify and comprehend the role of different personal, sociological, environmental factors and marketing mix variables that influence consumers’ decision making process.

  • Acquire conceptual knowledge and analytical skills to systematically analyze buyer behavior.

  • Be conscious of legal and ethical issues related to buyer behavior.

  • Develop skills to apply the knowledge and analytical skills to systematically analyze buyer behavior.

  • Be conscious of legal and ethical issues related to buyer behavior.

  • Develop skills to apply the knowledge about buyer behavior in making strategic and tactical marketing decisions.

MKTG 6411: Product Management

Upon successful completion of this course, a student will be able to:

  • Understand the fundamental concepts of product and brand development and management.

  • Gain the tools to develop products and to analyze their success.

  • Evaluate new product ideas.

  • Understand the development of a product over time.

  • Develop some sensitivity for the problem in strategic product management.

MKTG 6412: Pricing Management

Upon successful completion of this course, a student will be able to:

  • Distinguish relevant from irrelevant costs when setting prices.

  • Develop skills to measure consumers’ price sensitivity, to measure utility of different price levels to consumers and to measure price consumers are willing to pay.

  • Develop knowledge about different pricing strategies a firm can utilize.

  • Develop skills to analyze competition for pricing decisions.

  • Able to apply value based pricing method.

  • Understand the importance of pricing at segment level.

  • Evaluate legal and ethical aspects of pricing decisions.

MKTG 6413: Integrated Marketing Communications

Upon successful completion of this course, a student will be able to:

  • Define and apply commonly used Promotion and IMC terms, concepts and tools.

  • Analyze possible consequences of Promotion and IMC marketing decision on company performance and define the role, importance, and limitations of Promotion and IMC marketing decisions in influencing company performance.

  • Describe case examples of how IMC has been implemented in actual practice, both successfully and unsuccessfully.

  • Develop components of an IMC plan for an organization.

  • Explain the role, scope, and significance of Promotion and IMC as a career, in the firm, and in society.

  • Explain the role, scope, and importance of an integrated marketing communications (IMC) strategy for organizational and business success.

  • Evaluate theories, trends and changes in IMC practice.

  • Examine and assess the marketing communications functions and needs of an organization generally and its products/services in particular.

  • Identify, analyze, develop and implement an IMC plan appropriate for a select product/product portfolio/brand/organization and its target market.

  • Apply knowledge, research skills, and decision-making approaches to evaluate and integrate business, management, and marketing strategies of a firm.

  • Demonstrate global/diversity awareness in recognition of the growing importance of international marketing and the inherent opportunities and challenges.

  • Incorporate a role for the use of communication and information technology in planning IMC particularly in the context of web marketing and e-commerce.

MKTG 6420: Seminar in Marketing Strategy

Upon successful completion of this course, a student will be able to:

  • Lead and manage group dynamics.

  • Use analytical skills to understand business problems, identify key issues involved in a problem, and develop alternative solutions.

  • Use conceptual knowledge and analytical skills in market segmentation, product positioning, product portfolio analysis, and analysis of competition and industry.

  • Use conceptual knowledge and analytical skills to develop marketing mix strategies.

  • Improve oral and written communication skills.

  • Write a business plan.

MKTG 6450: Seminar in Selected Marketing Topics

Upon successful completion of this course, a student will be able to:

  • Think critically about marketing issues.

  • Understand how marketing concepts and strategies can be applied to the analysis of a variety of marketing issues.

  • Understand the forces that shape how marketing decisions are actually made.

MKTG 6470: International Marketing

Upon successful completion of this course, a student will be able to:

  • Comprehend how culture affects marketing abroad.

  • Understand the different orientations in identifying target markets.

  • Understand how marketing decisions at the managerial level are made when there are differences in the political, legal, economic, and cultural environments.

  • Develop familiarity with the issues confronting multinational companies.

  • Understand the buyer’s decision-making process and the factors that influence the process.

  • Understand the standardization-customization debate.

  • Develop effective marketing mix strategies.

  • Integrate the different aspects of marking to develop a comprehensive approach to problem-solving.

  • Make decisions creatively.

  • Improve writing, presentation, team-building, and leadership skills.

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