teaching: courses

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Sales Principles

3 credits

This course is an overview of the process and management of direct selling and its role in the marketing (e.g. promotional) mix. Topics include analyzing a product, evaluating customer needs and buying behaviors, handling objections, closing sales and developing the salesperson’s personality. Through role-playing, evaluation of case analysis reports, and oral presentations, students apply the steps involved in the selling process.
Prerequisites: None



3 credits

This course examines issues surrounding new venture creation, the economics of the business, determination of resource needs, acquisition of resources, and marketing and management requirements. Topics include economic, social and political climate; demographic, technological and social changes; and the skills, challenges, and rewards of entrepreneurship.
Prerequisites: None


Principles of Marketing

3 credits

An introductory course in which the student develops concepts and practices used to carry out marketing strategies. The viewpoint is that of the marketing manager, working within the framework of the “Marketing Mix.” In addition to the text, case studies will be utilized.

Comments by Alison Wolfe: This introductory marketing course guides you down an intriguing, discovery-laden road to learning marketing. The goal is to help you master the basic concepts and practices of modern marketing in an enjoyable and practical way. The course is directed at a study of the functions involved in the movement of goods and services from producer to consumer. It includes the formulation of the marketing strategy as it relates to product, promotion, price, and place. The viewpoint is that of a typical marketing manager, working within the framework of the “Marketing Mix”.
Prerequisites: None

MKT2500 – Independent Study

Introduction to Public Relations

3 credits

In this independent study course, the students study the importance of public relations in the non-profit and profit sectors. The students review the public relations objectives and strategies between the organization and its publics (e.g. customers, consumers, employees, stockholders, alumni, suppliers, and community). Students create public relations materials, experience solving public relations problems, and identify solutions.
Prerequisites: MKT2250

MKT2500 – Independent Study

Introduction to Event Planning

3 credits

In this independent study course, students learn the foundations and skills expected of meeting and event planners in the non-profit or corporate world. The focus is to provide students with hands-on event planning experiences, applying project management tools and teamwork skills and to increase their knowledge of, and contacts in, the event management profession.
Prerequisites: MKT2250


Consumer Behavior

3 credits

A study of the economic, social, psychological, cultural variables influencing consumer behavior. The internal (e.g. psychological) and external environmental factors are explored as to their influences on “Why people buy what they do,” and their importance to the marketing strategy formulation and function. Topics include the individual (perceptions, needs, motives, personality, learning, and attitudes), group interactions, and applications to selected areas of the marketing mix (product, promotion, price, and place) strategies.
Prerequisites: MKT 2250
Note 1: Fulfills W (writing) Elmira College Core Course Requirement
Note 2: Wolfe taught this course at other colleges, e.g. King’s College


Strategic Retailing Management

3 credits

A study of the retailing segment of marketing with emphasis on concepts and structures. The objective of the course is to familiarize students with the major decisions retailers make, e.g. developing strategies, buying, merchandising, financing, location/place strategies, and the interior-exterior arrangement. The course is divided into eight major learning subjects:
1. An Overview of Strategic Retail Management;
2. Perspectives on Situation Analysis;
3. Targeting Customers and Gathering Information;
4. Choosing a Store Location;
5. Managing a Retail Business;
6. Managing Merchandise and Pricing;
7. Communicating with the Customer;
8. Putting the Retail Strategy All Together.
This course offers cutting-edge coverage of the latest topics and developments in retailing. It provides a strategic look at retailing, including current coverage, and the organization involved in a strategic decision-making model. Numerous examples of retailers, ranging from global to local, and their practices, along with interesting retail facts and concepts, will be reviewed and discussed.
Prerequisites: MKT 2250


Business-To-Business Marketing

3 credits

The goals of this course are to acquaint students with the concepts of industrial marketing with emphasis on the wholesaling function and to gain insight into the business-to-business market through an examination of such marketing functions as distribution, purchasing, traffic and others marketing functions.
Prerequisites: MKT 2250


Sales Management

3 credits

A study of the effects of organization and control of the sales force within the marketing framework. Special emphasis will be placed upon recruitment of the sales force, compensation policies, effective territorial alignments, time management, and financial responsibilities.
Prerequisites: MKT 2250


International Marketing

3 credits

With the emergence of a competitive global economy and the trend towards information-based economies, businesses around the world are faced with the complex issues of identifying and satisfying global customer needs for success in international marketing. This course is designed to provide students with a fundamental understanding of marketing in a multicultural, multinational environment.
Prerequisites: MKT 2250, ECO 2010 and ECO 2020
Comments: Fulfills W (writing) Elmira College Core Course Requirement


Marketing Research

3 credits

A study of the role of marketing information as the basis for decision making. Topics include cost and value of information under conditions of uncertainty, research design, methods of data gathering, design of instruments, analysis of data, inference, simulation, and forecasting.
Prerequisites: MKT 2250 and one course in Statistics.


Case Studies in Small Business

3 credits

Students are expected to bring to this course the skills obtained in their work in business administration (accounting, marketing, finance, management or other). Areas to be covered will include mechanics of profit reporting; financial planning, forecasting and analysis; credit analysis, credit management and the role of credit as a marketing tool; direct costing and cost allocation for profit and pricing planning; installing a management control system; acquisitions and discounted cash flow analysis; distribution channels and their effect on profit; and financial analysis of real property projects.
Prerequisites: Upper class status and majority of major requirements completed.
Note: Wolfe taught this course at other colleges, e.g. King’s College


Marketing Planning

3 credits

The Marketing Planning capstone course is the continuation of the study of the principles of marketing and further application of these principles. Emphasis is placed on problem solving by use of case method and also the preparation of the marketing plan. This course assumes that you possess an understanding of basic marketing principles and the ability to conduct straightforward marketing-related and financial analyses. It utilizes a strategic perspective to examine the nature and scope of market analysis outcomes, which are an integral part of the overall marketing mix. Emphasis is placed on problem solving by use of case analyses and the preparation of a marketing plan for an “actual” business. Course implementation will involve detailed analysis of product development and management activities, including marketing research. The focus of the students’ activities will be on marketing mix:

  • Promotional activities (e.g. advertising, personal selling, direct mail, public relations, sales and trade promotions)
  • Distribution or “place” activities (e.g., wholesaling, retailing)
  • Pricing activities (e.g. new product pricing, penetration pricing strategies, skimming pricing strategies)
  • Product development and management

Prerequisites: All degree requirements in the Business Administration (Marketing specialization) major, or permission of the instructor.

MKT4500 – Independent Study

Focus Groups: Qualitative Research

3 credits

In this independent study course, students examine the nature of focus groups and their growing value to the marketing research community. Topics include the role of focus group interviewing, types of focus groups and their conduct.
Prerequisites: MKT2250, MKT3810


Seminar in International Business

3 credits

This capstone course is a vehicle for consolidating the many facets and relationships of basic business administration, as well as studies in the international field, to which students have been exposed during their build﷓up towards achieving a specialization in International Business.
Prerequisites: All degree requirements in the Business Administration (International Business specialization) major, or permission of the instructor.


Elmira College Term III Travel Course Habitat for Humanity

6 credits

Working in conjunction with Habitat for Humanity (HFH) International, students will implement a coordinated series of work projects related to the HFH agency’s primary service of building homes for need-stricken areas. The course serves a two-fold purpose: a) addressing community-based issues and needs; and b) developing leadership, problem-solving and practical skills related to managing community service projects. Overall, the course is designed to engage students in meaningful community service, team building and cultural experiences.
Prerequisites:  None

HUM1915, Elmira College Term III Travel Course

The History, Peoples, and Institutions of Great Britain

6 credits

This course, offered in London, traces developments in political life, education, religious beliefs, culture, way of life, the arts, economic life, and the role of Great Britain in world events, over the past two hundred years. Students are afforded ample opportunity to observe and experience contemporary British life, and to research approved areas of special interest to them.
Comment from Prof. Gerald Parkhouse and Prof. Alison Wolfe: This course introduces students to Great Britain from a variety of perspectives, historical, political, economic, cultural, and artistic, so that they become aware of the past and present significance of this long-time, English-speaking ally. In addition, it examines Britain’s role within the European Union and its relationship with the United States, and exposes students to a variety of British institutions, such as Parliament, educational establishments, and major museums. Course objectives: To provide students with a first-hand, “on-the-spot” introduction to the United Kingdom, and to examine its contemporary way of life and role in the world. Students will develop their own understanding of British culture, and will achieve additional learning arising from personal research.
Prerequisites: None