Concentrations
Marketing is a dynamic discipline that thrives on change. Customer wants and needs change, technology changes, methods of distribution change, and our society and culture changes. To be successful in marketing, one must anticipate change. One must be sensitive to new opportunities in the marketplace. With this in mind, students are encouraged to maintain a broad perspective when planning their curriculum. A strength in the sciences makes one more sensitive to technological change, writing and public speaking courses help one become a better communicator of ideas, history and literature provide one with a perspective on change in society, psychology and sociology develop insight into human behavior and so forth.
Students should also bear in mind that marketing has both quantitative and qualitative dimensions. Making new product decisions requires an understanding of marketing research, making pricing decisions requires an understanding of product costs and managerial accounting, and making retail buying decisions requires an understanding of the relationship among costs, demand and profitability. The successful manager in any discipline must be able to write effectively as well as communicate ideas and results effectively in oral presentations. The time and place to begin developing these skills is here, not on the job.
The Marketing Concentration requires that students take a five course sequence including:
MK 021 Marketing Principles (junior year) This course is a prerequisite for all other marketing courses.
MK 253 Marketing Research (junior or senior year)
MK 256 Applied Marketing Management (senior year) and two electives of the students choice.
Electives include:
MK 148 Services Marketing
MK 152 Consumer Behavior
MK 153 Retail/Wholesale Distribution
MK 154 Communication and Promotion
MK 157 Professional Selling & Sales Management
MK 158 Product Planning and Strategy
MK 161 Customer Relationship Management
MK 168 International Marketing
MK 170 Entrepreneurship
MK 172 Marketing Ethics
MK 235 Special Topics: New Media Industries
MK 252 E-Commerce (cross-listed with MD 161)
MK 610 Special Topics: Sports Marketing
MK 620 Marketing Information Analytics
From the elective offerings available, students can develop course sequences that support a variety of different possible career paths. The following combinations of marketing courses are suggested for careers in sales, retailing, product management, advertising, and marketing research. Please note that in each case three courses are offered in the sequence. This does not mean that students should necessarily take all three courses but should select two of the three depending on their interests. Students should consult with a faculty advisor in the marketing department for suggestions on other beneficial elective courses in the School of Management and the School of Arts and Sciences.
Sales: Professional Selling & Sales Management, Retail/Wholesale Distribution, Customer Relationship Management
Retailing: Retail/Wholesale Distribution, Product Planning and Strategy, Consumer Behavior
Product Management: Product Planning and Strategy, Consumer Behavior, Communication and Promotion
Advertising: Communication and Promotion, Retail/Wholesale Distribution, Product Planning and Strategy
Marketing Research: Marketing Research, Consumer Behavior, Product Planning and Strategy
