Undergraduate Marketing Concentrations
General Marketing Concentration
Advertising and Promotion Strategy
Sales Strategy Concentration
Global Marketing Concentration
Product and Brand Management Concentration
Distribution Management Concentration
General Marketing Concentration
This concentration allows students flexibility in their marketing studies. The required course ensures each student acquires adequate knowledge of marketing strategy. The suggested additional courses provide a range of fundamental tools for a successful 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.
Courses Required for this Concentration (the other course may be chosen as an elective):
MKT 440 Marketing Analysis and Strategy
MKT 450 Consumer Behavior and Marketing
Suggested Courses Most Relevant to this Concentration:
MKT 470 Marketing Research
MKT 435 Business-to-Business Marketing
Other Courses Relevant to this Concentration:
MKT 405 Advertising and Promotion Management
MKT 425 Direct Response and Internet Marketing
MKT 410 Personal Selling
MKT 430 Retail Management
MKT 455 Distribution Channels
MKT 465 Global Marketing Management
MKT 445 New Product Development and Branding
Advertising and Promotion Strategy
This 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. Relevant for anyone who will be exposed to the use of advertising and promotions in their career.
Courses Most Relevant to This Concentration:
MKT 405 Advertising and Promotion Management
MKT 406* Advertising Practicum
MKT 425 Direct Response and Internet Marketing
MKT 450 Consumer Behavior and Marketing
MKT 470 Marketing Research
Other Courses Relevant to this Concentration:
MKT 445 New Product
Development and Branding
MKT 465 Global Marketing Management
JOUR 340 Introduction to Advertising
JOUR 341** Advertising Copywriting
JOUR 342** Media and Marketing
*Requires MKT 405 or JOUR 340 Introduction to Advertising as
a prerequisite
**Requires JOUR 340 Introduction to Advertising as a prerequisite
Sales Strategy Concentration*
This 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:
MKT 415 Sales Force Management
MKT 430 Retail Management
MKT 435 Business-to-Business Marketing
MKT 450 Consumer Behavior and Marketing
Other Courses Relevant to this Concentration:
MKT 410 Personal Selling
MKT 440 Marketing Analysis and Strategy
*revision in-progress
Global Marketing Concentration
This 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:
MKT 465 Global Marketing Management
MKT 440 Marketing Analysis and Strategy
MKT 450 Consumer Behavior and Marketing
MKT 435 Business-to-Business Marketing
Other Courses Relevant to This Concentration:
MKT 425 Direct Response and Internet Marketing
MKT 470 Marketing Research
MOR 470 Global Leadership
FBE 464 International Finance
Product and Brand Management
This 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:
MKT 445 New Product Development and Branding
MKT 440 Marketing Analysis and Strategy
MKT 470 Marketing Research
MKT 465 Global Marketing Management
Other Courses Relevant to This Concentration:
MKT 405 Advertising and Promotion Management
MKT 450 Consumer Behavior and Marketing
BAEP 451 The Management of New Enterprises
BUAD 351 Economic Analysis for Business Decisions
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 growing opportunity in distribution management, particularly with the explosion of the Internet. This concentration prepares students for sales and sales management, marketing, general management, and operations oriented positions in all types of business organizations.
Courses Required for this Concentration:
MKT 455 Distribution Channels
MKT 410 Personal Selling
IOM 482 Supply Chain Management
IOM 455 Project Management
Other Courses Relevant to this Concentration:
MKT 435 Business-to-Business Marketing
MKT 440 Marketing Analysis and Strategy
MKT 415 Sales Force Management
IOM 483 Operations Consulting
IOM 481 E-Business Supply Chain Optimization
IOM 427 Designing Spreadsheet-Based Business Models