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.
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 |
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.
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.
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
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.
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
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
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
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
