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 consists of five (5) courses.
Three (3) Required Courses:
MK 021 Marketing Principles (prerequisite for all other marketing courses)
MK 253 Marketing Research (junior or senior year)
MK 256 Applied Marketing Management (senior year)
Two (2) Electives selected from the following:
MK 152 Consumer Behavior
MK 153 Retailing
MK 154 Communication & Promotion
MK 156 Digital Marketing
MK 157 Professional Selling & Sales Management
MK 158 Product Planning & Strategy
MK 161 Customer Relationship Management
MK 165 Strategic Brand Management
MK 170 Entrepreneurial Marketing in a Digital World
MK 176 Special Topics: Marketing Planning
MK 177 Special Topics: Craft Publishable Behavioral Science
MK 252/MI 253 E-Commerce
MK 258 Advanced Market Analysis
MK 340 Analytics & Business Intelligence
MK 610 Special Topics: Sports Marketing
MK/MI 620 Marketing Information Analytics
MK/MI 621 Social Media for Managers
MK/MI 635 New Media Industries
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, Retailing, Customer Relationship Management
Retailing: Retailing, Product Planning and Strategy, Consumer Behavior
Product Management: Product Planning & Strategy, Consumer Behavior, Communication & Promotion
Advertising: Communication & Promotion, Retailing, Product Planning & Strategy
Marketing Research: Consumer Behavior, Product Planning & Strategy, Marketing Information Analytics