Department Chair: Keenan L. Andrews, 847.376.7266, kandrews@oakton.edu
The goal of the Marketing Management curriculum is to meet a variety of student needs, including courses that introduce the field of marketing, as well as career program courses concerned with preparation for entry level positions, upgrading skills needed in current jobs, making career changes, or acquiring specialized knowledge for small business ownership. Oakton offers an A.A.S. Degree in Marketing Management and two certificates. The A.A.S. affords the broadest range of preparation for career positions in professional selling, research, advertising, customer service, public relations, retail merchandising, new product development, brand management, channel management, nonprofit marketing and e-business.
Certificates offer opportunities for students to become more diversified in meeting current needs, gaining new credentials quickly, adding salable skills, and building on previously obtained business knowledge. The marketing courses required to earn certificates may also be applied to the associate degree. Certificates offered include Marketing Management and Marketing Communications. To earn a certificate, all MKT courses must be completed with a minimum grade of C.
Marketing Courses
MKT 1103 credit hours (lecture: 3 | lab: 1)
The Impact of RFID in the Supply Chain
Course surveys case studies on how Radio Frequency Identification (RFID) has been used in the supply chain. Examples from the retail, pharmaceutical, defense, manufacturing and logistic industries will discuss how companies have gained competitive advantages by implementing this new technology. Topics emphasize impact upon business processes, security of transmitted data and financial analyses.
Recommended: Concurrent enrollment in ELT 120 or consent of instructor.
Instruction Type: In-Person | Online
Fee: $40
MKT 1153 credit hours (lecture: 3 | lab: 0)
Innovation in Business
Course explores the nature and role of innovation in organizations. Learners will create a "tool box" to leverage creativity, promoting innovation and enhancing personal and organizational effectiveness.
Instruction Type: In-Person | Online | Hybrid
Term Typically Offered: Fall | Spring | Summer
MKT 1313 credit hours (lecture: 3 | lab: 0)
Principles of Marketing
Course studies full meaning of the marketing concept. Content includes discovering consumer needs and wants; translating needs and wants into products and services; creating demand for these products and services and then expanding this demand; developing and analyzing marketing plans.
Recommended: Hands-on experience using word processing, the Internet, and e-mail.
Instruction Type: In-Person | Online | Hybrid
Term Typically Offered: Fall | Spring | Summer
MKT 1323 credit hours (lecture: 3 | lab: 0)
Marketing For Nonprofit Organizations
Course concentrates on practical knowledge to assist in development of strategic planning. Content includes fund raising, finding suitable donors, attracting volunteers; developing a market and promotional plan. Content includes mini workshops to improve public relations skills; direct marketing, advertising, evaluating fund raising opportunities and grant writing. Intended for volunteers and executives involved in a nonprofit organization.
Instruction Type: In-Person | Online
Term Typically Offered: Fall
MKT 1343 credit hours (lecture: 3 | lab: 0)
Fundraising and Grant Writing
Course offers in-depth exposure to the funding skills for the nonprofit organization. Content includes how nonprofits secure financial resources to further their missions from individuals, foundations and government sources; how managers and development professionals of nonprofits generate funding through grant writing, annual giving programs, major gift cultivation, planned giving programs, and special events and benefits.
Instruction Type: In-Person | Online
MKT 1503 credit hours (lecture: 3 | lab: 0)
Sports Marketing
Course examines successful business models in the sports industry. Content includes analyzing, planning, implementing strategies within sports organizations through development of marketing and promotional plans.
Recommended: MKT 131.
Instruction Type: In-Person | Online
Term Typically Offered: Fall
MKT 1513 credit hours (lecture: 3 | lab: 0)
Customer Service
Course focuses on the skills and strategies that lead to successful implementation of excellent customer service as a competitive edge in today’s changing business arena. Changes in the marketplace such as global influences, multicultural issues, and effective communication are examined. Emphasis is placed on developing and maintaining a comprehensive customer service strategy to maximize stakeholder satisfaction and profitability.
Prerequisite: Hands-on experience using word processing, the Internet, and e-mail recommended.
Instruction Type: In-Person | Online | Hybrid
Term Typically Offered: Fall | Spring | Summer
MKT 1613 credit hours (lecture: 3 | lab: 0)
Principles of Professional Selling
Course deals with the actual process of selling a product. Content includes principles and techniques used in prospecting, approaching, demonstrating, meeting objection and closing a sale; attitudes and attributes which successful sales personnel develop. Sales presentations given by students.
Recommended: Hands-on experience using word processing, the Internet, and e-mail.
Instruction Type: In-Person | Online | Hybrid
MKT 1653 credit hours (lecture: 3 | lab: 0)
e-Business
Course studies various aspects of e-Business. Content includes decisions such as product selection, distribution, pricing, shipping, warranty, insurance, legal issues, privacy and infrastructure of doing business on line. Students develop business plan for e-Commerce operation.
Instruction Type: In-Person | Online
Term Typically Offered: Fall | Spring | Summer
MKT 2153 credit hours (lecture: 3 | lab: 0)
Introduction to Advertising
Course introduces the role of advertising as a function of integrated marketing communication, exploring advertising's relationship to consumer behavior, creative strategies, and media. Working in teams, students will gain practical experience creating advertising campaigns considering legal, ethical, and social responsibility.
Recommended: MKT 131.
IAI Major: MC 912
Instruction Type: In-Person | Online | Hybrid
Term Typically Offered: Fall | Spring | Summer
MKT 2303 credit hours (lecture: 3 | lab: 0)
Consumer Behavior
Course examines how consumer and organizational buying behavior guide marketing management decisions and the impact of cultural traditions, beliefs, values, norms, language and religion within racialized and ethnic groups on consumer decision making. Through exploration of social identity and the media landscape, students will learn to create authentic, reflective, in-culture and in-language messaging that impacts product perception and purchasing behavior.
Recommended: MKT 131.
Instruction Type: In-Person | Online | Hybrid
Term Typically Offered: Fall | Spring | Summer
MKT 2363 credit hours (lecture: 3 | lab: 0)
Marketing Research
Course examines theory and skills necessary to design and analyze a market research project. Content focuses on the practical uses of marketing research including statistical analysis; interview and questionnaire design, data analysis; product and concept testing; prospecting and tracking advertising.
Instruction Type: In-Person | Online | Hybrid
Fee: $10
Term Typically Offered: Fall | Spring | Summer
MKT 2403 credit hours (lecture: 3 | lab: 0)
Introduction to Public Relations
Course introduces principles of public relations. Content includes practices, theories, ethics, issues, and problems, as well as integration of practical applications.
IAI Major: MC 913
Instruction Type: In-Person | Online | Hybrid
MKT 2443 credit hours (lecture: 3 | lab: 0)
Advanced Public Relations and Special Events
Course presents advanced perspectives of Public Relations. Content includes applying techniques learned in Public Relations I; combining marketing fundamentals with PR principles to acquire sponsorship, organize and promote a special event, use the Internet, and handle crisis communication. Focus is on the expanded role of today’s PR professional, including various components of integrated marketing.
Recommended: MKT 240.
Instruction Type: In-Person | Online | Hybrid
MKT 2473 credit hours (lecture: 3 | lab: 0)
Cases in Public Relations Management
Course involves case study approach to understanding public relations management. Content includes examining how a variety of companies have dealt with public relations issues.
Instruction Type: In-Person
MKT 2483 credit hours (lecture: 3 | lab: 0)
Marketing Management
Course involves case study and problem solving approach to making marketing decisions. Content focuses on all elements in the development of marketing strategy: marketing development; product planning; marketing channels; pricing, advertising, and promotion.
Recommended: MKT 131 or consent of instructor; hands-on experience using word processing, the Internet, and e-mail.
Instruction Type: In-Person | Online
Term Typically Offered: Spring
MKT 2493 credit hours (lecture: 3 | lab: 0)
Customer Relationship Management
Course examines customer relationship management (CRM) Content includes the customer driven, market-based practices that enable a business to attract, satisfy and retain customers profitably. Focus is on developing programs that cultivate customer relationships, and brand and product loyalty.
Recommended: MKT 131.
Instruction Type: In-Person | Online | Hybrid
MKT 2513 credit hours (lecture: 1 | lab: 15)
Practicum Marketing
Course offers opportunity to earn credit in directed marketing experience within an approved business or industrial firm. Arrangements and credit given worked out in conjunction with the Program Chair.
Recommended: Satisfactory completion of 12 hours in MKT courses with minimum grade of C and consent of program chair; hands-on experience using word processing, the Internet, and e-mail.
Instruction Type: Online
MKT 2533 credit hours (lecture: 3 | lab: 0)
Crisis and Issue Management
Course introduces crisis management from a public relations perspective. Content includes examination of the types of crises encountered; potential impact on the organization and its stakeholders; and strategies for prevention, management and recovery.
Recommended: MKT 240.
Instruction Type: In-Person
MKT 2603 credit hours (lecture: 3 | lab: 0)
Events Planning
Course focuses on the skills necessary to design, implement, and manage spectacular special events, either as stand-alone or within the context of other meetings. Topics include the planning and marketing of special events from concept to conclusion, including catering and menu design, selecting distinctive venues and entertainment (e.g., celebrities and nationally recognized speakers such as former political leaders), and working with outside vendors to incorporate sound and special effects (lasers, pyrotechnics, etc.).
Recommended: MKT 244.
Instruction Type: In-Person | Online | Hybrid
MKT 2613 credit hours (lecture: 3 | lab: 0)
Advanced Professional Selling
Course concentrates on fine tuning existing selling skills. Content includes current selling strategies developed by today’s top sales trainers such as Zig Zigler and Tom Hopkins and others; extensive use of videotaping.
Recommended: MKT 161 or equivalent experience in selling or consent of instructor.
Instruction Type: In-Person
MKT 2623 credit hours (lecture: 3 | lab: 0)
Meeting and Convention Planning
Course provides the basic tools to successfully plan and manage local, national, and international meetings and conferences. Course information assists the student in understanding the basic competencies tested in the ISES Certified Special Events Professional (CSEP) and Certified Meeting Professional (CMP) examinations.
Instruction Type: In-Person | Online
MKT 2663 credit hours (lecture: 3 | lab: 0)
Digital Marketing
Course examines digital marketing management, the process of creating a clear vision and an actionable marketing strategy aligned with budget, channels, media plans, Key Performance Indicators (KPI) and Return in Investment (ROI).
Recommended: MKT 131.
Instruction Type: In-Person | Online | Hybrid
Fee: $15
MKT 2703 credit hours (lecture: 3 | lab: 0)
Integrated Marketing Communications
Course studies effects of advertising on the consumer. Content includes advertising, sales promotion, direct marketing and public relations. Students use flow of communication to develop an integrated marketing program.
Instruction Type: In-Person | Online | Hybrid
MKT 2713 credit hours (lecture: 3 | lab: 0)
Brand Marketing
Course emphasizes importance of brand identity in the integrated marketing communications strategy. Content includes how to build a “valueadded” brand in today’s competitive market place; use of name, logo and corporate identity to create and market brand equity for a company. Students develop a brand building advertising plan incorporating traditional and new digital technologies.
Recommended: MKT 131.
Instruction Type: In-Person | Online | Hybrid
MKT 2753 credit hours (lecture: 3 | lab: 0)
Social Media Marketing
Course provides students with the direct skills and experiences needed to meet marketing objectives by leveraging social media properties.
Recommended: MKT 131.
Instruction Type: In-Person | Online | Hybrid
Term Typically Offered: Fall | Spring | Summer
MKT 2901-4 credit hours (lecture: 1-4 | lab: 0-4)
Topics In Marketing
Course meets special interest needs of marketing student sand local business organizations. Special topics will be offered for variable credit from one to four semester credit hours. Course may be taken for credit up to four times on different topics. Fee varies. Prerequisite may vary by topic.
Instruction Type: In-Person