Areas of Concentration
Department of Marketing
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. Modern marketing stresses research and analysis to understand consumer behavior and to identify customer needs, new product research and development, competitive pricing, coordinated promotional or sales programs and efficient logistics and distribution. Students interested in careers in marketing management, logistics management, retailing or wholesaling, sales program administration, advertising or marketing research will find courses in marketing valuable. Six areas of concentration are offered: general marketing, advertising and promotion strategy, product and brand management, sales strategy, global marketing, and distribution management.
General Marketing Concentration
This concentration allows students flexibility in their marketing studies. The required course gives the student general background into marketing strategy. The suggested additional courses provide fundamental tools for a marketing career. Other marketing courses can be selected to acquire special skills. Students who pursue this concentration are often interested in a career in marketing management for small businesses, where a broad marketing background is essential.
| Required Course (the other course may be chosen as an elective) | Units |
|---|
| MKT 440 | Marketing Analysis and Strategy, or |
| MKT 450 | Consumer Behavior and Marketing | 4 |
| Courses most relevant to this concentration | units |
|---|
| MKT 435 | Business-to-Business Marketing | 4 |
| MKT 470 | Marketing Research | 4 |
| other courses relevant to this concentration | units |
|---|
| MKT 405 | Advertising and Promotion Management | 4 |
| MKT 410 | Personal Selling | 4 |
| MKT 425 | Direct Response and Internet Marketing | 4 |
| MKT 430 | Retail Management | 4 |
| MKT 445 | New Product Development and Branding | 4 |
| MKT 455 | Distribution Channels | 4 |
| MKT 465 | Global Marketing Management | 4 |
Advertising and Promotion Strategy Concentration
Prepares students for evaluating the advertising and promotion process in the capacity of an agency client or as an employee of an advertising agency or an in house agency. This concentration is relevant for anyone who will be exposed to the use of advertising and promotions in their career.
| courses most relevant to this concentration | units |
|---|
| MKT 405 | Advertising and Promotion Management | 4 |
| MKT 406* | Practicum in Advertising and Promotion Design | 4 |
| MKT 425 | Direct Response and Internet Marketing | 4 |
| MKT 450 | Consumer Behavior and Marketing | 4 |
| MKT 470 | Marketing Research | 4 |
| other courses relevant to this concentration | units |
|---|
| MKT 445 | New Product Development and Branding | 4 |
| MKT 465 | Global Marketing Management | 4 |
| JOUR 340 | Introduction to Advertising | 4 |
| JOUR 341* | Advertising Copywriting | 4 |
| JOUR 342* | Advertising and Media Analysis | 4 |
Sales Strategy Concentration
Prepares students to effectively manage the critical interface and relationships between the organization and its customers. Selling provides unique insights into the business functions of the organization and the customer organizations it serves. The sales team plays a key role in implementing the firm's marketing strategy and creates a source of advancement opportunities for sales professionals. Good selling skills enhance communication capabilities and opportunities for success in many aspects of the marketing field. Students who pursue this concentration are often interested in careers in sales, sales management, service delivery or retailing.
| courses most relevant to this concentration | units |
|---|
| MKT 410 | Personal Selling | 4 |
| MKT 415 | Sales Force Management | 4 |
| MKT 425 | Direct Response and Internet Marketing | 4 |
| MKT 430 | Retail Management | 4 |
| other courses relevant to this concentration | units |
|---|
| MKT 435 | Business to Business Marketing | 4 |
| MKT 450 | Consumer Behavior and Marketing | 4 |
Global Marketing Concentration
Prepares students to market products and services to customers throughout the world. Special emphasis is given to understanding customers and developing marketing strategies and programs in the international context. This path is relevant to anyone who plans to work for a company that markets products and services in more than one country or that faces international competition in its domestic market.
| courses most relevant to this concentration | units |
|---|
| MKT 435 | Business to Business Marketing | 4 |
| MKT 440 | Marketing Analysis and Strategy | 4 |
| MKT 450 | Consumer Behavior and Marketing | 4 |
| MKT 465 | Global Marketing Management | 4 |
| other courses relevant to this concentration | units |
|---|
| FBE 464 | International Finance | 4 |
| MKT 425 | Direct Response and Internet Marketing | 4 |
| MKT 470 | Marketing Research | 4 |
| MOR 470 | Global Leadership | 4 |
Other courses in political economy and public policy, political science, international relations, East Asian area studies, East Asian languages and cultures, and languages (French, Italian, German, Slavic languages, Spanish and Portuguese).
Product and Brand Management Concentration
Prepares students for a career as a brand manager. Students who pursue this path are interested in having complete responsibility for a brand, from its inception to its management in the marketplace. Such a path might be relevant to students working for a manufacturer (e.g., a consumer packaged goods firm), a service (e.g., a financial services company) or those who wish to be entrepreneurs.
| courses most relevant to this concentration | units |
|---|
| MKT 440 | Marketing Analysis and Strategy | 4 |
| MKT 445 | New Product Development and Branding | 4 |
| MKT 465 | Global Marketing Management | 4 |
| MKT 470 | Marketing Research | 4 |
| other courses relevant to this concentration | units |
|---|
| BAEP 451 | The Management of New Enterprises | 4 |
| BUAD 351 | Economic Analysis for Business Decisions | 4 |
| MKT 405 | Advertising and Promotion Management | 4 |
| MKT 450 | Consumer Behavior and Marketing | 4 |
Distribution Management Concentration
This concentration enables students to grasp the complexities involved in how manufacturers, distributors and retailers work together to make products available for purchase by consumers. There is a growing opportunity in distribution management as new avenues for product placement evolve. This concentration prepares students for sales and sales management, marketing, general management and operations positions in all types of business organizations.
| courses most relevant to this concentration | units |
|---|
| IOM 455 | Project Management | 4 |
| IOM 482 | Supply Chain Management | 4 |
| MKT 410 | Personal Selling | 4 |
| MKT 455 | Distribution Channels | 4 |
| other courses relevant to this concentration | units |
|---|
| IOM 427 | Spreadsheet Modeling, Optimization and Analysis | 4 |
| IOM 483 | Operations Consulting | 4 |
| MKT 415 | Sales Force Management | 4 |
| MKT 435 | Business to Business Marketing | 4 |
| MKT 440 | Marketing Analysis and Strategy | 4 |
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