Marketing BS in Management with a Concentration in Marketing (Effective Fall 2012)
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1 BS in with a Concentration in (Effective Fall 2012) The undergraduate management concentration in provides students with both a theoretical and a practical knowledge of marketing. The curriculum achieves these ends by integrating practical applications with theoretical and conceptual understanding. Examples include hands on computer usage, team projects and case analysis, and marketing simulation games. In addition, ethics and international issues are woven through the curriculum to enrich the student s marketing background. Requirements for the Concentration 1) All students who major in must have strong quantitative skills. In addition to the required math courses of calculus and statistics, MKTG majors must take one of the quantitative marketing courses. Choose from MKTG 320 Market Research, MKTG 441 or MKTG 480H Data Driven. 2) Each MKTG concentration must include 3 additional MKTG electives. See Career Tracks in for suggestions of groups of MKTG electives which fit specific career tracks. 3) It is recommended that MKTG students take additional MKTG electives, related electives from other management disciplines or electives from the liberal arts or computer science.
2 Course Descriptions In order to fulfill the requirements of the concentration in marketing, students must complete the standard core curriculum for the management degree option and four or more undergraduate marketing courses beyond the introductory level. Students' course selections should reflect their career choice and consultation with faculty is encouraged. Each elective course is four credit hours. MKTG 320 The role of marketing research; research design, sampling, questionnaire construction, data collection methodology, techniques for data analysis, report writing and presentation MKTG 322 Individual, situational and cultural influences on consumer attitudes (judgment) and decision making; normative versus descriptive theories of decision making; MKTG 324 Advanced treatment of integrating elements of the marketing mix in marketing planning; role and importance of e commerce in shaping marketing mix integration MKTG 325 Product Studies how firms can create and capture value through inter firm relationships, strategic alliances, and customer relationships. MKTG 340 Advertising Integrated marketing communications; selection of target markets, advertising agencies, media; creative strategy and execution; appropriations and budgets; program evaluation MKTG 350 Dist. Channels & Relations Studies how firms can create and capture value through inter firm relationships, strategic alliances, and customer relationships MKTG 441 Hands on skills in using advanced computer based tools; segmentation (cluster analysis); positioning (MDS); new product design (conjoint); pricing (yield management) MKTG 470 International management problems in the international environment; scope of international marketing activities and impact of culture and environment on marketing programs MKTG 460 Strategic Product and Brand (480J prior to fall 2016) Focuses on understanding: a) existing product portfolio issues such as cannibalization, ecosystems, standards, and synergy, b) new product topics such as idea generation, concept testing, test marketing and introduction, and c) brand management challenges involving extension, dilution, and valuation. MKTG 480 Special Topics in These are new offerings on topics within the broad area of marketing; some recent Special Topics courses include Social Media, Data Driven, Retailing, and (please contact the instructors for details) students may follow many possible career paths. The table below shows some of the more common ones. The highest starting salaries go to those positions requiring the strongest quantitative skills. Suggested coursework for four marketing career tracks follows.
3 Area Sales (Area Sales Manager) Advertising (Account Executive) Market Research (Research Analyst) Internet Startups Product / Brand (Category / Product Manager) Career description Ensuring that brokers / salespeople meet their targets; sales contacts and customer service / new product ideas and development Leading a creative group to understand the client s communication needs; developing Point of Sales materials Part of a cross functional team entrusted with consumer research, market basket analysis, evaluating promotions, supervising production and sales of products Analyzing secondary customer data bases, data mining planning and market development Developing new products / brand vision; coordinating market research, R&D, and manufacturing functions
4 Some Possible Career Tracks in Analytics Retail Required courses Product/ Brand Advertising and Sales MKTG 480H: Data Driven MKTG 480H: Data Driven MKTG 480H: Data Driven Highly recommended SOM courses MKTG 350: Dist. Channels &. Relations MKTG 480H: Data Driven MKTG 324 : SCM 360: Spreadsheet Modeling MIS 333: Database Retailing MKTG 325: Product MKTG 340: Advertsing Additional recommended SOM courses MKTG 350: Dist. Channels & Relations Social Media Social Media Social Media MKTG 441: MKTG 470: International Recommended Non SOM courses MKTG 470: International MKTG 350: Dist. Channels & Relations CS 432: Database Systems CS 433: Information Retrieval CS 435: Data Mining ECON 360: Microeconomic Theory GEOG 333: Retail Geography GEOG 463: GIS & Spatial Analysis ECON 360: Microeconomic Theory ECON 461: Game Theory ECON 462: Information Economics ARTS 210 & 310: Graphic Design PSYC 351: Perception PSYC 358: Cognition
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