Marketing Concentration

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 

  1. Communicate effectively with the target market so customers understand the benefits offered by the firm relative to competitors;
  2. Distribute products and services in ways that maximize customer satisfaction while simultaneously minimizing the firm's costs; and
  3. 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 concentration in Marketing.

Marketing Concentration Required Courses
MKT 4300MARKETING MANAGEMENT3
MKT 4340MARKETING RESEARCH3
Marketing Concentration Elective Courses
Select 12 credit hours in marketing electives (see below)12
Total Credits18

Marketing Concentration Elective Courses

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.

MKT 3320CONSUMER BEHAVIOR3
MKT 3610BUSINESS TO BUSINESS MARKETING3
MKT 3380INTERNATIONAL MARKETING3
MKT 4360MARKETING IN A HIGH-TECH ENVIRONMENT3
BSAD/MGMT/MKT 3600BUSINESS ETHICS3

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.

MKT 3320CONSUMER BEHAVIOR3
MKT 3360INTEGRATED MARKETING COMMUNICATIONS3
MKT 3370SOCIAL MEDIA MARKETING3
MKT 4320SALES MANAGEMENT3
MKT 4360MARKETING IN A HIGH-TECH ENVIRONMENT3
BSAD/MGMT/MKT 3600BUSINESS ETHICS3

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).

MKT 3610BUSINESS TO BUSINESS MARKETING3
MKT 3340CHANNELS OF DISTRIBUTION3
MKT 3380INTERNATIONAL MARKETING3
MKT 4320SALES MANAGEMENT3
MKT 4360MARKETING IN A HIGH-TECH ENVIRONMENT3
BSAD/MGMT/MKT 3600BUSINESS ETHICS3

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.

MKT 3100PROFESSIONAL SELLING3
MKT 3320CONSUMER BEHAVIOR3
MKT 3360INTEGRATED MARKETING COMMUNICATIONS3
MKT 3610BUSINESS TO BUSINESS MARKETING3
MKT 3390GRAPHIC DESIGN FOR MARKETERS3
MKT 4200CONSULTATIVE SELLING PRINCIPLES3
MKT 4320SALES MANAGEMENT3
MKT 4360MARKETING IN A HIGH-TECH ENVIRONMENT3
MKT/SCMT 4380INDUSTRIAL PURCHASING AND LOGISTICS MANAGEMENT3
BSAD/MGMT/MKT 3600BUSINESS ETHICS3
ENTR/MKT 4760SELLING IN AN ENTREPRENEURIAL CONTEXT3

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.

MKT 3320CONSUMER BEHAVIOR3
MKT 4360MARKETING IN A HIGH-TECH ENVIRONMENT3
BSAD/MGMT/MKT 3600BUSINESS ETHICS3

Secondary Concentration in Marketing

A secondary concentration in marketing, as a supplement to another BSBA concentration, may be obtained by completing the following:

MKT 3310PRINCIPLES OF MARKETING 13
Plus nine (9) hours of upper-division (3000-4000 level) courses in marketing9
Total Credits12
1

MKT 3310 with a grade of C+ or above.

Students must meet all prerequisites to enroll in MKT 3310. For students who wish to complete a secondary concentration in marketing, at least one of the courses must be MKT 4300 or MKT 4340. For the remaining six (6) hours of upper-division (3000 or 4000 level) marketing courses, any course approved for the Marketing concentration may also be used for the secondary concentration in marketing, with the exception of MKT 4500. A grade of C (2.00) or better is required for a course to apply to the secondary concentration.