(Effective Fall 2012)
The undergraduate management concentration in Marketing provides students with both a theoretical and a practical knowledge of marketing. The curriculum achieves these ends by integrating practical applications with theoretical and conceptual understanding. Examples include hands-on computer usage, team projects and case analysis, and marketing simulation games. In addition, ethics and international issues are woven through the curriculum to enrich the student's marketing background.
Requirements for the Marketing Concentration
1) All students who major in Marketing must have strong quantitative skills. In addition to the required math courses of calculus and statistics, MKTG majors must take one of the quantitative marketing courses. Choose from MKG 320 – Market Research, MKTG 441 – Customer Analytics or MKTG 480 – Data Driven Marketing.
2) Each MKTG concentration must include 3 additional MKTG electives.
3) It is recommended that MKTG students take additional MKTG electives, related electives from other management disciplines or electives from the liberal arts or computer science.
Course Descriptions
In order to fulfill the requirements of the concentration in marketing, students must complete the standard core curriculum for the management degree option and four or more undergraduate marketing courses beyond the introductory level. Students' course selections should reflect their career choice and consultation with marketing faculty is encouraged. Each Marketing elective course is four credit hours.
MKTG 320 - Marketing Research
The role of marketing research; research design, sampling, questionnaire construction, data collection methodology, techniques for data analysis, report writing and presentation
MKTG 322 — Consumer Behavior
Individual, situational and cultural influences on consumer attitudes (judgment) and decision making; normative versus descriptive theories of decision-making
MKTG 324 — Marketing Strategy
Advanced treatment of integrating elements of the marketing mix in marketing planning; role and importance of e-commerce in shaping marketing mix integration
MKTG 325 — Product Management
Strategic aspects of new product management; issues relating to the process of new product development for sustained future growth
MKTG 340 — Advertising
Integrated marketing communications; selection of target markets, advertising agencies, media; creative strategy and execution; appropriations and budgets; program evaluation
MKTG 350 – Relationship Marketing
Co-operative marketing strategy dealing with selection of relationship partners, structuring partnerships, creating incentives, and evaluating relationship performance
MKTG 441 – Customer Analytics
Hands-on skills in using advanced computer based tools; segmentation (cluster analysis); positioning (MDS); new product design (conjoint); pricing (yield management).
MKTG 470 — International Marketing
Marketing management problems in the international environment; scope of international marketing activities and impact of culture and environment on marketing programs.
MKTG 475 – Strategic Brand Management
Important branding decisions faced by an organization; planning and evaluating brand strategies; theories, models, and other tools to make better branding decisions.
MKTG 480 – Special Topics in Marketing
These are new offerings on topics within the broad area of marketing; some recent Special Topics courses include Social Media Marketing, Data Driven Marketing, Retailing, and Pricing (please contact the instructors for details).
Marketing students may follow many possible career paths; the most common are described below. The highest starting salaries go to those positions requiring the strongest quantitative skills.
Area Sales Manager: Ensuring that brokers/salespeople meet their targets; sales contacts and customer service; new product ideas and development
Advertising Account Executive: Leading a creative group to understand the client's communication needs; developing Point of Sales materials
Marketing Strategy: Part of a cross-functional team entrusted with consumer research, market basket analysis, evaluating promotions, supervising production and sales of products
Market Research Analyst: Analyzing secondary customer data bases, data mining
Internet Startups: Marketing planning and market development
Product / Brand Manager: Developing new products/brand vision; coordinating market research, R&D, and manufacturing functions
