Graduate Catalog

2014 – 2015


2013-2014 Graduate Catalog Archive

Office of Graduate Studies
McKelvie Hall, 102 W. Rosedale Avenue
West Chester University
West Chester, PA 19383
Phone: 610-436-2943
Fax: 610-436-2763
gradstudy@wcupa.edu

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Revised May 2013

Business Administration

Graduate Center
1160 McDermott Drive
West Chester University
West Chester, PA 19383
Phone: 610-436-2608
Fax: 610-436-2439
E-mail: mba@wcupa.edu
Dr. Christ, M.B.A. Director

Return to Business

Marketing

Dr. Gault, Chairperson (610-436-2304)

Professors

Paul Arsenault, Ph.D., Temple University
Paul F. Christ, Ph.D., Drexel University
John E. Gault, Ph.D., Drexel University
Jason Phillips, Ph.D., Pennsylvania State University
Sandra M. Tomkowicz, J.D., University of Pennsylvania

Associate Professors

Brian Halsey, J.D., Widener University School of Law
Chun-Chen Wang, Ph.D., The University of Texas at Arlington

Course Descriptions

Law
Symbol: BLA

501 Legal Environment of Business (3) An in-depth examination of legal issues for business organizations, including constraints and opportunities. Primary attention will be given to an intensive exploration of the law as it affects business contracts, sales, commercial paper, and the formation and operation of a business entity from the perspective of the manager. This course is designed to meet the professional needs of managers who have minimal exposure to the law and to enhance their knowledge of the legal ramifications of business operations.

Marketing
Symbol: MKT

500 Principles of Marketing (3) An introduction to marketing. Selection of target markets, developing marketing mixes, decision making, planning, implementation, and monitoring of marketing programs. Intended for students with no previous course work in marketing.

501 Marketing Management (3) An analytical approach to the study of marketing, focusing on the total environment in which marketing decisions are made. Emphasis is on planning the marketing effort and integrating it into the total operation of an organization; i.e., managing the marketing functions. This course is designed for students admitted to the M.B.A. program without recent course work in marketing and is equivalent to one undergraduate course. PREREQ: ECO 501.

603 Business Research and Analysis (3) This course will help prepare students for the quantitative and research requirements found within the graduate business program. The course reinforces essential business math knowledge while introducing advanced quantitative analysis used in different business disciplines. Additionally, the material covered allows students to conduct, analyze, and interpret business research. The course is to be taken during students' first semester of M.B.A.-level course work. PREREQ: Taken in first semester and requires completion of foundation-level requirements or permission of program director.

605 Marketing Strategy and Customer Value (3) This course examines the strategic issues facing organizations as they strive to satisfy customer needs and create customer value. Additional emphasis is placed on identifying and explaining technology's contribution to this process. Coverage includes the processes and strategies for developing and maintaining customer value, techniques and technologies used to gather and analyze market information, innovative approaches to managing customer relationships, and other contemporary issues affecting today's marketing decision makers. Topics are investigated using a number of methods including case study, analytical and hands-on exercises, and real-world discussion. PREREQ: MGT 500, MKT 501, and MKT 603.

690 Special Topics in Marketing (3) A seminar or independent study course on selected marketing topics. Includes research papers or project, which examines one or more contemporary marketing issues not available in the existing curriculum. PREREQ: MKT 501 and permission of program director. This course may be taken again for credit.

699 Residency Seminar (1) This course will provide a forum in which students demonstrate skills necessary for M.B.A.-level graduates. The skills measured include oral and written communication, presentation development and delivery, technology usage, and group interaction. Assessment occurs via individual and group activities. The course meetings occur in a compressed format including meeting all day on weekdays and weekends. Students are expected to attend the entire seminar. PREREQ: Taken between fourth and eighth M.B.A.-level course or permission of program director.

Technology and
Electronic Commerce
Symbol: TEC

601 Technology and E-Business (3) This course introduces students to the basics of technology and how it impacts today’s business environment. The course offers a firm foundation for understanding what technology means to the economy, the company, and the people within the company by merging classroom discussions of current issues, theories, and trends. Different technologies are explored, with a focus on information technologies important for establishing an electronic business environment.

602 Technology, Innovation, and the Organization (3) This course is designed to help students in both technology-based and nontechnology-based organizations understand how technology can affect the company. The core concept delineated here is that technology, and the closely related idea of innovation, can be organized into a managed, multidisciplinary process. All members of the organization, including technical, administrative, marketing, operations, and financial, must understand this process. Technology’s impact on all functional areas is discussed. PREREQ: MGT 501.

603 Internet Marketing and E-Commerce (3) This course examines the tools, techniques, and strategies business organizations use to conduct business online. The information discussed is applicable not only to Web-based businesses but also to businesses whose primary operations may be offline. PREREQ: MKT 501.

605 Internet Marketing and Technology (3) This course focuses on technology’s role in the creation and maintenance of an organization’s value chain - the entries and activities that create and deliver value to customers - and examines necessary business processes. It shows how an organization’s value chain makes it possible to change the way organizations conduct business, including how it manufactures, markets, transacts, and manages its product and service; communicates with and manages its employees; and deals with its stakeholders. The course will strive for balance between technical knowledge and strategic understanding. PREREQ: TEC 601 or MIS 601.

610 Issues in Technology and Business (3) This course provides a forum to examine current issues not covered in other courses. Since the scope of material may be wide, this course is offered on an open-ended basis, and its format may vary depending on its course content. For example, one course may use a seminar format while another may use a computer laboratory-based format, allowing for flexibility in covering the dynamic nature of technological change. PREREQ: TEC 601 or MIS 601.

690 Special Topics in Technology and Electronic Commerce (3) A seminar or independent study course on selected TEC topics. Includes research paper or project, which examines a contemporary TEC issue not available in the existing curriculum. PREREQ: Written permission of program director. This course may be taken again for credit.

699 Business Simulation (1) This is a required course for all M.B.A. students that utilizes a computer simulation as its primary learning approach. The course is designed as a mechanism for students to demonstrate how to apply the tools and knowledge they have gained from previous course work and their own business experience to manage a corporation selling products across multiple markets. PREREQ: ACC 601, FIN 601, MGT 611, MKT 605, and TEC 601 or MIS 601.