Marketing Concentration Description
The Marketing Management Concentration provides students with a rigorous, analytical understanding of marketing decision-making. Students will be able to generate, analyze, interpret, and present the information that organizations need to:
- satisfy and retain customers
- build brand equity and maximize return on investment
- develop innovative products and services
Students graduating with a marketing concentration will be able to use a wide range of tools and techniques from fields as diverse as sociology, psychology, anthropology, information technology, engineering, and economics. They will be able to leverage information, technology, and knowledge to support innovation in virtually all areas of business, non-profit enterprises, and government.
As a discipline with broad applications, the Marketing Management Concentration offers flexible career paths and work styles. Graduates are in demand for positions in marketing intelligence, product development, product management, advertising, sales, and purchasing.
| Course | Description | Units |
|---|---|---|
| BUS 418 | Listening to the Customer | 4 |
| BUS 419 | Strategic Marketing Measurement | 4 |
| BUS 451 | Product Development and Launch | 4 |
| BUS 452 | Product Management | 4 |
| BUS 454 | Developing and Presenting Marketing Projects | 4 |
| BUS 455 | Marketing Strategy | 4 |
| 24 |
Course Descriptions
BUS 346: Principles of Marketing
Introduces the marketing process: identifying target markets; developing and launching products or services; and managing pricing, promotion, and distribution strategies. Focuses on leveraging technologies that result in innovation and impact marketing practice. Recognizes that markets are global. Addresses ethics and social responsibility in marketing decision-making. 4 lectures. Prerequisite: A grade of C- or better in all of the following: ECON 222, BUS 207. Industrial Technology majors/minors: Econ 201.
BUS 418: Listening to the Customer
This project-oriented course provides an introduction to exploratory, secondary, and qualitative data. Students learn to access and use secondary sources of information that support marketing decision making and lead to a carefully crafted research plan. Emphasizes qualitative marketing research techniques, with the goal of setting the stage for additional data collection. 4 lectures. Prerequisite: BUS 346.
BUS 419: Strategic Marketing Measurement
This project-based course develops skills in gathering, analyzing, and reporting information critical for marketing decision making. Course focuses on primary data collection and analytical techniques including experimental design, descriptive statistics, chi-square analysis, ANOVA, and regression. Also covers advanced methods pertaining to data mining, GIS, and CRM. 4 lectures. Prerequisite: BUS 418
BUS 446: International Marketing (4)
Basic skills and tools needed to evaluate the cultural factors that impact the acceptance of products and services in markets around the world. Builds understanding of global marketing strategy. 4 lectures.Prerequisite: BUS 346.
BUS 451: Product Development and Launch
This project-based course builds skills in developing new products and in planning for their launch. Covers the major phases of product development: opportunity identification, product design and positioning, pre-market testing and forecasting, and launch marketing. Also introduces students to data-gathering methods that are used to design well differentiated and successful products. 4 lectures. Prerequisite: BUS 419
BUS 452: Product Management
This project-based course develops skills in managing products in the growth, maturity, and decline stages of their life cycles. Emphasizes the distribution, pricing, and communication strategies required to maintain distinctive product advantages. Also covers product modification, product line strategies, and pruning. 4 lectures. Prerequisite: BUS 419
BUS 454: Developing and Presenting Marketing Projects
Client-based course providing students with an opportunity to apply their marketing abilities. Student teams utilize research, analytical, and strategic marketing skills to develop an actionable plan that addresses a marketing challenge faced by an organization. Deliverables include research findings, as well as written and verbal presentations to the organization and instructor. 4 lectures. Prerequisites: BUS 451 and BUS 452
BUS 455: Marketing Strategy
Integration of key marketing concepts, using tools such as computer simulations, readings, and/or case studies. Students develop and implement strategic and tactical decisions for companies and brands. 4 lectures. Prerequisites: BUS 451 and BUS 45