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Marketing Major

The major in marketing is designed to provide students with the conceptual background and practical skills necessary to address what new products a firm should introduce; how products should be priced; how best to identify channels of distribution; and how best to promote new and existing products, among many other business questions.

 
  • Earn a minimum of 120 Academic Credits
    • Including 18 Academic Credits in Marketing
  • Fulfill all:
  • Complete BUSMKT 1040 - Introduction to Marketing
  • Cumulative GPA of 2.25 (C+) in all courses applied toward a marketing major.
  • A “C-” or better must be earned in each course applied toward a marketing major

Required Core Courses

  • BUSMKT 1040: Introduction to Marketing
    Provides an understanding of the roles of marketing in the economy and the firm, and develops a rationale for a marketing perspective as a guide to organizational and individual actions. Topics covered are the marketing environment, strategic planning, market segmentation, product development, pricing, distribution, promotion, consumer decision making, control, and marketing management.

Required Major Courses

Must complete with a C or better in order to proceed with the Marketing major. 

  • BUSMKT 1411: Marketing Research
    Emphasizes the development of methods of decision making for marketing management. Formal tools of decision making are stressed. The collection and analysis of marketing data is viewed in the context of a management information system. Provides a common analytical framework for later courses treating specialized aspects of marketing in depth.

    Prerequisites: BUSMKT 1040, STAT 1100
  • BUSMKT 1441: Consumer Behavior
    Focuses on the study of individual consumers through the integration of a wide variety of social-science concepts and gaining familiarity with some of the more common techniques of consumer-research methodology.

    Prerequisite: BUSMKT 1040

Elective Major Courses

Must complete at least four courses.

  • BUSMKT 1422: Principles of Selling
    Selling is universal. Everyone uses persuasive communication to "sell" products, services, ideas, opinions, or points of view. In this course, you will examine and practice the techniques and use the tools examined to develop and/or improve your sales skills. Focused on business-to-business sales, the concepts will apply to negotiating mutually beneficial agreements. From customer identification through gaining agreement and follow-up, learn to identify customer problems and develop solutions that appeal to customers and benefit your organization.

    Prerequisite: BUSMKT 1040
  • BUSMKT 1425: Sales Force Management
    Responsible for implementing the organization's strategic goals and creating profit through sales, the sales manager must plan, organize, implement, monitor and evaluate the sales function. The manager must assure alignment of goal, strategy, task, action and reward in the sales function to create "mutual benefit" with the customer. The manager's sales forecast drives the organization, while the sales tactics and strategies which the manager plans and oversees make those forecasts a reality. We will examine the sales management process and the evolving role of the manager.

    Prerequisite: BUSMKT 1040
  • BUSMKT 1426: Advertising and Sales Promotion
    Provides students with an understanding of advertising and the marketing process within which effective advertising and sales promotions are rooted. It is further designed to teach students to develop effective advertising and promotion plans. Emphasis will be placed on both theoretical and conceptual foundations and their applications to the fields of advertising and sales promotions.

    Prerequisite: BUSMKT 1040
  • BUSMKT 1427: Public Relations Management
    This course will examine how public relations (PR) fits into the strategic management of organizations and how it impacts firm performance. Students will develop a competence in applying principles to organizational opportunities and problems, with a focus on developing sound PR writing skills.

    Prerequisite: BUSMKT 1040
  • BUSMKT 1428: Advertising and Social Media Strategy
    This course covers advertising, marketing, and communications strategies in the new media landscape where traditional and social media co-exist. The course will focus on (I) how social media strategies can be used effectively in marketing programs, (II) when they should/should not be used, (III) how to build them, and (IV) how to measure, track, and evaluate their performance and effectiveness. This marketing strategy course will focus on analyzing, developing, implementing, and evaluating media strategies as an integral part of overall marketing strategy.

  • BUSMKT 1431: Product Development and Management
    Addresses all stages of the product life cycle beginning with the various phases of new-product development, including creativity and new-product concept generation, concept testing and evaluation, pricing, demand forecasting, and new product marketing strategies. Also deals with special challenges related to marketing mature products/services, improving marketing implementation effectiveness, and marketing the intangible features of products.

    Prerequisite: BUSMKT 1040
  • BUSMKT 1435: Services Marketing
    Most developed countries have a services, rather than manufacturing or agriculture, based economy. Services Marketing explores the unique challenges of marketing intangible services. In addition to intangibility, services are markedly unique from goods in their perishability (services cannot be stored), variability (services are hard to standardize), and simultaneous production and consumption (the customer consumes the experience while it is being produced). Topics include the expanded marketing mix for services, the management of services, the evaluation of service quality, techniques for service improvement, the increased importance of the right people - both employees and customers - in service environments, and the use of marketing techniques to achieve service breakthroughs. These concepts are covered from a combination of for-profit and not-for-profit perspectives. Students will have the opportunity to work with several services marketing firms on mini-projects in order to apply course concepts in real-world settings.
  • BUSMKT 1451: Retail Management
    Emphasizes the strategic decisions for developing an enduring store image, and the marketing policies to produce customer satisfaction through service quality. Topics covered include store location, layout and atmosphere; logistics and information systems; merchandising; vendor relations; customer services; and topics related to non-store retailing.

    Prerequisite: BUSMKT 1040
  • BUSMKT 1461: International Marketing
    Examines the unique characteristics of global marketing and the strategic marketing decisions for effective competition in the global environment in view of the rapid integration of the global economy.

    Prerequisite: BUSMKT 1040
  • BUSMKT 1481: Brand Management
    Exposes students to a wide range of marketing problems and provides them with the analytic perspectives and strategic marketing decision tools for analyzing and solving those problems.

    Prerequisite: BUSMKT 1040
  • BUSMKT 1485: Projects in Marketing
    Connects undergraduate marketing students with prominent commercial and government clients to develop and implement specific marketing strategies. Students receive hands-on exposure to planning, strategy, research, advertising, public relations, event planning, and budgeting. Students demonstrate oral and written presentation skills via formal presentations to representatives from the client organizations. Enrollment in Projects in Marketing is limited. Students should discuss the enrollment process with their academic advisor.
  • BUSSCM 1730: Managing Global Supply Chains
    Supply chain management explores the management of the flow of materials, information and funds through the network of suppliers, manufacturers, distributors, retailers and customers. Using the methodologies of optimization and simulation, where applicable, this course covers topics in distribution network design, inventory management, procurement and outsourcing, revenue management, and channel coordination. For marketing majors, this course counts as a marketing elective.

    Prerequisite: BUSQOM 1070)
  • BUSBIS 1625: Electronic Commerce
    This course will cover: (1) electronic business, defined as the use of Internet and related communication technologies for organizational communication, coordination, and management of the firm; (2) electronic commerce, defined as the process of buying and selling goods and services electronically; and (3) societal implications of the new technologies. Students will be evaluated on the basis of class participation, assignments, quizzes, exams, and a business plan where students propose e-commerce solutions to tackle specific organizational or business problems and opportunities.

Skills Needed

  • Able to communicate your thoughts, ideas, and information clearly and concisely both in writing and verbally
  • Recognize problems and devise an appropriate plan of action to resolve them
  • Organize and interpret complex data
  • Be creative and good at generating new idea; then organizing those ideas and communicating them verbally
  • Work well with others, especially in a team environment

Types of Jobs

  • Sales and Customer Relations
  • Advertising & Public Relations
  • Product Management
  • Market Research
  • Purchasing
  • Brand Management

Types of Industries

  • Large Corporations
  • Retail
  • Government
  • Banking
  • Non-profit
  • Consulting Firms