Marketing
The increasingly global marketplace, coupled with new communication vehicles such as the Internet, have changed the traditional tactics used in marketing. Today's marketing practitioners must understand the unique challenges of serving foreign markets and how to effectively convey their messages to consumers throughout the world. The marketing program develops students' analytic and decision-making skills in such areas as advertising, market research, brand/product management, selling and sales management, distribution, relationship marketing, international marketing, marketing consumer products and services, and marketing nonprofit organizations.
Key concepts focus on identifying customer needs and wants, developing products and services to meet those demands, establishing communications to promote products and services, and monitoring transactions and customer responses to guide future activities. Marketing concepts apply to tangible products, services and ideas, consumer and business markets, and domestic and global markets.
Required Courses for Marketing Majors who entered the Leeds School Prior to Fall 2009
The marketing area of emphasis takes at least three semesters to complete and requires 15 credit-hours. Students should be aware of these requirements when planning their course schedules. Students in the marketing program are strongly advised to complete BCOR 1020 and 2400 in the first semester of their sophomore year. Students pursuing the marketing area of emphasis and planning to graduate in four years must complete MKTG 3250 and MKTG 3350 in their junior year.
After completing BCOR 2400, students should take:
MKTG 3250: Buyer Behavior (3)
MKTG 3350: Marketing Research (3)
After completing MKTG 3250 and MKTG 3350 students must complete at least three 4000-level MKTG area courses from the following list:
MKTG 4150: Sales Management (3) [Now MKTG 3150]
MKTG 4250: Product Strategy (3)
MKTG 4350: Services Marketing Strategy (3)
MKTG 4400: International Marketing (3) [Now MKTG 3450]
MKTG 4550: Advertising and Promotion Management (3)
MKTG 4650: Institutional Relationships and Strategy (3)
MKTG 4825: Pricing and Channel Strategies (3)
Students pursuing a marketing area of emphasis may not take 4000-level marketing courses concurrently with MKTG 3250 or MKTG 3350. After finishing at least two 4000-level marketing area courses, students must complete the capstone course in marketing.
MKTG 4850: Senior Seminar in Marketing (3)
Important Notes: Students who have already completed MKTG 3600 (no longer offered) are eligible to take 4000-level MKTG courses. MKTG 3600 is equal to MKTG 3250 and 3350. INBU 4100 is not a substitute for MKTG 4400. Students who have previously completed INBU 4100 are not eligible to take MKTG 4400.Required Courses for Marketing Majors who entered the Leeds School in or after Fall 2009
The marketing area of emphasis takes at least three semesters to complete and requires 18 credit-hours. Students should be aware of these requirements when planning their course schedules. Students in the marketing program are strongly advised to complete BCOR 1020 and 2400 in the first semester of their sophomore year. Students pursuing the marketing area of emphasis and planning to graduate in four years must complete MKTG 3250 and MKTG 3350 in their junior year.
After completing BCOR 2400, students should take:
MKTG 3250: Buyer Behavior (3)
MKTG 3350: Marketing Research (3)
After completing MKTG 3250 and MKTG 3350 students must complete these three 4000-level MKTG area courses from the following list, at least two of which must be completed prior to taking MKTG 4850, with the third taken prior to, or concurrent with, MKTG 4850.
MKTG 4250: Product Strategy (3)
MKTG 4550: Advertising and Promotion Management (3)
MKTG 4825: Pricing and Channel Strategies (3)
Students pursuing a marketing area of emphasis may not take 4000-level marketing courses concurrently with MKTG 3250 or MKTG 3350.
MKTG 4850: Senior Seminar in Marketing (3)
Career Opportunities
Marketing students find career opportunities in advertising, international marketing, marketing research, nonprofit marketing, product and brand management, personal selling, public relations, retail management, sales management, business-to-business marketing, consumer affairs and protection, and distribution and logistics. Sales, the most common entry-level position, is the area in which the most number of jobs exist. A sales job is widely used as a stepping stone to a management career.
Course Descriptions
MKTG 3250-3: Buyer Behavior
Covers both consumer buying behavior and organizational buying behavior. Consumer behavior topics include needs and motives, personality, perception, learning, attitudes, cultural sensitivity, and contributions of behavioral sciences that lead to understanding consumer decision making and behavior. Explores differences between business and consumer markets, business buying motives, the organizational buying center and roles, and the organizational buying process.Prerequisites: BCOR 2050/2400 and junior standing.
MKTG 3350-3: Marketing Research
Explores fundamental techniques of data collection and analysis used to solve marketing problems. Specific topics include problem definition, planning an investigation, developing questionnaires, sampling, tabulation, interpreting results, and preparing and presenting a final report. Required for marketing majors. Prerequisites: BCOR 1020 and BCOR 2050/2400 and junior standing.
MKTG 4150-3: Sales Management [Now MKTG 3150]
Explores the selling task and the essentials of managing the sales force. Includes recruiting, selecting and hiring, training, compensating, supervising, and controlling. Sales organization, sales planning, sales forecasting, assigning territories, quotas, and sales analysis are covered. Prerequisites: MKTG 3250 and 3350.
MKTG 4250-3: Product Strategy
This course covers major topics in managing long-term customer relationships that derive from products. Students focus on concepts, analyses, and strategies for existing and new products. Examples of course topics include product positioning, brand image measurements and brand management, brand equity, conjoint analysis, concept development and testing, product issues in public policy and ethics. Prerequisites: MKTG 3250 and 3350.
MKTG 4350-3: Services Marketing Strategy
This course is specifically designed for students who may be interested in working in the service industries. The distinct needs and problems of service organizations in the area of marketing and service quality are addressed. Emphasis is placed on service organizations (i.e., banks, transportation companies, hotels, hospitals, educational institutions, professional services, etc.) that require a distinctive approach to marketing strategy, both in its development and execution. The course builds and expands on marketing ideas and how to make them work in service settings.Prerequisites: MKTG 3250 and 3350.
MKTG 4400-3: International Marketing [Now MKTG 3450]
Describes the economic, geographic, political, and social forces that have shaped and continue to define global markets. Examines topics critical to success in international markets, including assessment of a firm's international capabilities, techniques for gauging the potential of international markets, international segmentation approaches, and alternative arrangements for entering foreign markets. Compares and contrasts product, price, distribution, logistics, promotion, and research decisions made in global versus domestic markets. Introduces students to financial arrangements characteristic of international marketing, including exchange rates and controls, balance-of-payment principles, import licensing agreements, and tariffs. Prerequisites: BCOR 2050/2400.
MKTG 4550-3: Advertising and Promotion Management
Students analyze advertising and promotion principles and practices from the marketing manager's point of view. Students learn about the decision to advertise, market analysis as a planning phase of the advertising program, media selection, public relations, sales promotion, promotion budgets, campaigns, evaluation of results, and agency relations.Prerequisites: MKTG 3250 and 3350.
MKTG 4650-3: Institutional Relationships and Strategy
This course focuses on the management of a firm's relationships with other businesses. Course work addresses business-to-business marketing strategies, relationships with channel members, and strategic alliances and partnerships. Topics include relationship structures, power, conflict, negotiation, industry analysis, selection of business partners, and managing for long-term stability. Prerequisites: MKTG 3250 and 3350.
MKTG 4825-3: Pricing and Channel Strategies
This course provides a thorough overview of both the strategic and tactical aspects of pricing and channel strategies. Students will examine how to make channel decisions and set optimal prices. These decisions will be considered in the larger context of external conditions faced by the firm, such as competition, product differentiation, promotional strategies, product costs, traditional distribution strategies, internal strategic decisions, among other variables.
MKTG 4850-3: Senior Seminar in Marketing.
This capstone marketing course integrates and further develops what students have learned in other courses. Provides students with the insight and skills necessary to formulate and implement sound socially responsible marketing strategies, product line management strategies, promotional and product/service communication strategies, pricing, and distribution strategies. Prereqs., MKTG 3250, 3350, two additional 4000-level MKTG courses, and 102 hours completed. Restricted to MKTG majors. PREREQ MKTG 3250, 3350, 2 ADDL 4000-LEVEL MKTG COURSES, & 102 HRS COMPLETED. RESTRICTED TO MKTG MJRS. This course is only offered in the fall and spring semesters.
YUMM
Your Undergraduate Marketing Major page is full of useful information and links to academics, careers, jobs, internships and social events. Visit YUMM.
Updated: April 2009