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
- 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 concentration in marketing.
| Code | Title | Credits |
|---|---|---|
| Marketing Concentration Required Courses | ||
| MKT 3100 | PROFESSIONAL SELLING | 3 |
| MKT 4300 | MARKETING MANAGEMENT | 3 |
| MKT 4340 | MARKETING RESEARCH | 3 |
| Marketing Concentration Elective Courses | ||
| Select 9 credit hours in marketing electives (see below) | 9 | |
| Total Credits | 18 | |
Marketing Concentration Elective Courses
In addition to the nine (9) credit hours of required marketing concentration courses (listed above), students must complete an additional nine (9) 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 9 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.
| Code | Title | Credits |
|---|---|---|
| MKT 3320 | CONSUMER BEHAVIOR | 3 |
| MKT 3610 | BUSINESS TO BUSINESS MARKETING | 3 |
| MKT 3380 | INTERNATIONAL MARKETING | 3 |
| MKT 4360 | MARKETING IN A HIGH-TECH ENVIRONMENT | 3 |
| BSAD/MGMT/MKT 3600 | BUSINESS ETHICS | 3 |
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.
| Code | Title | Credits |
|---|---|---|
| MKT 3320 | CONSUMER BEHAVIOR | 3 |
| MKT 3360 | INTEGRATED MARKETING COMMUNICATIONS | 3 |
| MKT 3370 | SOCIAL MEDIA MARKETING | 3 |
| MKT 4320 | SALES MANAGEMENT | 3 |
| MKT 4360 | MARKETING IN A HIGH-TECH ENVIRONMENT | 3 |
| BSAD/MGMT/MKT 3600 | BUSINESS ETHICS | 3 |
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).
| Code | Title | Credits |
|---|---|---|
| MKT 3610 | BUSINESS TO BUSINESS MARKETING | 3 |
| MKT 3340 | CHANNELS OF DISTRIBUTION | 3 |
| MKT 3380 | INTERNATIONAL MARKETING | 3 |
| MKT 4320 | SALES MANAGEMENT | 3 |
| MKT 4360 | MARKETING IN A HIGH-TECH ENVIRONMENT | 3 |
| BSAD/MGMT/MKT 3600 | BUSINESS ETHICS | 3 |
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.
| Code | Title | Credits |
|---|---|---|
| MKT 3320 | CONSUMER BEHAVIOR | 3 |
| MKT 3360 | INTEGRATED MARKETING COMMUNICATIONS | 3 |
| MKT 3610 | BUSINESS TO BUSINESS MARKETING | 3 |
| MKT 4200 | CONSULTATIVE SELLING PRINCIPLES | 3 |
| MKT 4220 | GLOBAL STRATEGIC ACCOUNT MANAGEMENT | 3 |
| MKT 4320 | SALES MANAGEMENT | 3 |
| MKT/SCMT 4380 | INDUSTRIAL PURCHASING AND LOGISTICS MANAGEMENT | 3 |
| BSAD/MGMT/MKT 3600 | BUSINESS ETHICS | 3 |
| ENTR/MKT 4760 | SELLING IN AN ENTREPRENEURIAL CONTEXT | 3 |
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.
| Code | Title | Credits |
|---|---|---|
| MKT 3320 | CONSUMER BEHAVIOR | 3 |
| MKT 4360 | MARKETING IN A HIGH-TECH ENVIRONMENT | 3 |
| BSAD/MGMT/MKT 3600 | BUSINESS ETHICS | 3 |
Secondary Concentration in Marketing
A secondary concentration in marketing, as a supplement to another BSBA concentration, may be obtained by completing the following:
| Code | Title | Credits |
|---|---|---|
| MKT 3310 | PRINCIPLES OF MARKETING 1 | 3 |
| Plus nine (9) hours of upper-division (3000-4000 level) courses in marketing | 9 | |
| Total Credits | 12 | |
| 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.