Students earning a concentration in Marketing learn research skills necessary for discovering the needs or desires of their firm's target market. These skills enable marketers to develop a thorough understanding of their target market(s), the marketplace--whether local, national, global or virtual, the firm's competitors, and the competitive environment. Working together with other units in the firm, marketers design products and services that provide benefits and/or solve customer problems better or more efficiently than competitors' products. In other words, marketers contribute to the firm's competitive advantages to avoid being easily copied by competitors. Marketers design and implement strategic marketing plans in order to
- Communicate effectively with the target market so customers understand the benefits offered by the firm relative to competitors;
- Distribute products and services in ways that maximize customer satisfaction while simultaneously minimizing the firm's costs; and
- Provide value to the target market so that customers are satisfied with the benefits received for the price paid, especially when compared to value available from competitors.
Students must complete MKT 3310 with a C+ or above in order to take additional Marketing courses, to complete the Marketing concentration, or to complete the secondary specialization in Marketing.
Marketing Concentration Required Courses (6 credit hours):
Marketing Concentration Elective Courses (12 credit hours):
In addition to the six (6) credit hours of required Marketing Concentration courses (listed above), students must complete an additional twelve (12) marketing credit hours for a total of eighteen (18) credit hours. The following sections include suggested course combinations, but students earning a marketing concentration may choose any 12 upper division (3000 or 4000 level) elective credit hours in marketing.
Strategic Marketing Recommended Elective Courses:
Marketing strategies and the design of effective programs are the focus of this set of recommended courses. Many career opportunities exist in management, purchasing and product planning. Frequently, business executives are selected from employees who have experience as a marketing manager.
Advertising Management Recommended Elective Courses:
This set of recommended courses will effectively prepare students pursuing a professional career in advertising. Career opportunities include advertising agencies, advertising departments of manufacturers and retailers, sales departments associated with television, radio, and other media, as well as the advertising departments of banks, insurance companies, stock brokerages, and transportation companies.
Business Marketing Recommended Elective Courses:
Manufacturers, transportation companies, distribution firms, and businesses that supply other businesses provide excellent career opportunities for students who complete this recommended set of courses, which focuses on how products and services are sold to businesses (rather than to consumers).
Sales and Sales Management Recommended Elective Courses:
Many businesses employ sales staffs and managers of those staffs. Students are prepared for careers in the area of professional sales and the management of professional sales people. Many “first positions” in marketing are through sales.
Marketing Research and Intelligence Recommended Elective Courses:
Many companies employ marketing staff members who focus on gathering and distilling information regarding customers, product sales performance, and competitors. These staff members are crucial when marketing decisions and plans are being developed because these marketing professionals are often the most knowledgeable about existing and potential markets.