Undergraduate Program Description

According to the American Marketing Association, marketing is "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives."

All organizations, either explicitly or implicitly, practice marketing activities, including business, nonprofit, and government organizations. Typical career tracks are product or brand management, sales, fund-raising, marketing research, retail management, distribution management, advertising and promotion, and international marketing.

The approaches used to study marketing include lectures, discussions, analytic techniques, case studies, role playing, special projects, and guest speakers. They are all interwoven within a decision-making framework so that the student is provided with a pragmatic understanding of the major tools and guides required of today's marketing manager.

Undergraduate Concentration in Marketing

Marketing Principles is a prerequisite for all other Marketing courses. Beyond the required core course (MK 021 Marketing Principles) students must take four courses for the Marketing concentration. Of these four courses, the two required are as follows:

• MK 253 Marketing Research
• MK 256 Applied Marketing Management

Marketing Research should be taken in the spring semester, junior year. Applied Marketing Management should be taken in the senior year.

The two additional courses may be taken from any of the following electives:

• MK 148 Service Marketing
• MK 152 Consumer Behavior
• MK 153 Retailing
• MK 154 Communication and Promotion
• MK 157 Professional Selling and Sales Management
• MK 158 Product Planning and Strategy
• MK 161 Customer Relationship Management (cross listed with MD 161)
• MK 165 Strategic Brand Management
• MK 168 International Marketing
• MK 170 Entrepreneurial Marketing in a Digital World
• MK 172 Marketing Ethics
• MK 175 Marketing Practicum
• MK 176 Marketing Planning
• MK 252 E-Commerce (cross listed with MD 253, MI 253)
• MK 610 Sports Marketing
• MK 620 Marketing Information Analytics
• MK 621 Social Media and Web 2.0 Management (cross listed with MI 621)
• MK 630 Tourism and Hospitality Management
• MK 635 New Media Industry (cross listed with MI 635)

Students interested in a career in marketing often take more than the minimum four courses in order to enhance career preparation.

Students are cautioned, however, against becoming too narrowly specialized.

MK 299 Individual Study is offered for enrichment purposes only. It does not count toward the Marketing concentration, but does allow a student the opportunity to be creative with learning interests. A student must have agreement from a Marketing professor to oversee the individual study prior to signing up for the course.

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Information for Study Abroad

Prior to going abroad, Marketing majors must have taken the Core marketing course (MK 021). Only one course from the international university can be considered for major credit. Only major electives can be taken abroad. Students should meet with Professor Sannella prior to going abroad

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