The marketing emphasis prepares students for marketing management responsibilities, e-marketing, high-tech marketing, database mining and analysis, product/brand management, industrial and consumer product sales, market analysis, and entrepreneurial activities. The role of the marketer is to anticipate the public's needs and position the organization to satisfy those needs. In this way, marketing is the necessary link between an organization and its target audience. Marketing appeals to creative thinkers as well as numbers-minded statisticians. A career in marketing requires a sharp, analytical mind; strong oral and written communication skills, and a keen interest in business and consumer behavior.
Students who graduate with a Marketing emphasis in the Business Management major are required to take BUS M 241, Marketing Management, as part of the prerequisites required of all students applying to the Business Management major.
BUS M 241, Marketing Management: Marketing's role in society and the firm, marketing opportunities, the consumer market, and management of marketing mix.
Students with an emphasis in Marketing are also required to complete the following courses:
BUS M 442, Marketing Research: Concepts and methodology for conducting marketing research. Emphasis on solving problems faced by the marketing manager. Consulting research project required.
BUS M 444, Consumer Behavior: Mental and emotional processes and physical actions that people engage in when selecting, purchasing, using, and discarding products and services to satisfy consumer needs and desires.
BUS M 455, Advertising and Promotion Management: Strategies in promoting business and nonbusiness products, services, and institutions, including the role of advertising, promotion, target selection, media and copy decisions, and marketing research.
BUS M 459, Marketing Strategy: Integration of finance, marketing, and case studies in economic concepts and techniques in marketing decision making and planning.
Students will also need to complete one Marketing emphasis course from the following:
BUS M 431, International Marketing: International market entry strategies, export marketing, joint ventures, and other market entry modes. Regional/National markets; cultural, political, legal environments. Negotiations, trade financing, marketing mix.
BUS M 450, Global Business Negotiations: Developing an effective negotiation framework for cross-national/cultural negotiation techniques relative to business and other life situations.
BUS M 454, Professional Selling and Sales Management: Concepts of professional selling and sales management including personal selling skills; strategic role of personal selling; organizing, directing, controlling, and evaluating the sales force.
BUS M 456, Retailing Management: Selection, location, and management of retail stores and systems, emphasizing profitability and integration of accounting, finance, and economic concepts and tools.
BUS M 457, Internet Marketing of Products and Services: Integrates product, research, sales, and promotional strategy and concepts into an overall marketing plan for developing an Internet business. Term project developing an Internet business required.
BUS M 463, Quality Management: Concepts of quality management, strategic issues, philosophies, and tools such as Six Sigma and SQC used to control quality.
BUS M 469, Global Supply Chain Strategy: Integrative and creative problem solving in designing and managing cohesive value-added conversion/transformation systems in a global environment.
BUS M 472, Entrepreneurial Marketing: Marketing strategies for start-up companies. Topics include marketing to investors, internal marketing, and how to market products/services without a marketing budget.
Students will also need to complete one additional 3-credit Marriott School elective from the approved elective list.
Students in Business Management develop skills and competencies in vital areas of business analytics and leadership effectiveness. These learning outcomes include:Define marketing’s role with the firm
Define marketing's role within the firm.
Explain how marketing creates, communicates, and delivers value to the firm's chosen customers.
. Describe the process of developing a marketing strategy to address a specific target market with a cohesive marketing mix of product, price, promotion, and place.
Critical Thinking: Applying Marketing Theories and Framework
Program graduates will be able to apply marketing theories and frameworks to make informed decisions about markets (consumers) and marketing (products, price, promotion, place) to maximize organizational performance.
Program graduates will be able to use the marketing research process to define a problem/opportunity, design the research project, collect data, analyze data, and take action.
Program graudates will be able to generate a survey instrument, know how and when to apply statistical techniques (t-tests, cross tabs/chi square, ANOVA, correlation, and regression), and conduct conjoint analysis.
Program graduates will be able to apply theories and principles of consumer behavior to predict how consumers will respond to managerial actions.
Communication: Writing and Presenting Effectively
Critical Thinking: Communicating to the Market
Program graduates will be able to plan, design, and critically evaluate marketing communications.
Communicate information through effective visuals, including charts, graphs, pictures, and other graphics
Be able to communicate information through effective visuals; including charts, graphs, pictures, and other graphics
Applying Frameworks to Resolve Ethical Dilemmas: Apply contemporary and classic frameworks in analyzing ethical dilemmas and suggest appropriate courses of action for resolving them.
Understanding Cognitive influence on ethical judgments: Recognize how individual differences and cognitive barriers influence ethical judgment.
Applying Personal Values in Ethical Decisions: Identify and prioritize personal values and apply them in making ethical decisions.
Discussing Moral Dilemmas Effectively:Engage in logically sound discussion about moral dilemmas using the language of business ethics.
IT Literacy: Generating/Analyzing Data to Support Decisions
Manipulate and analyze data to make appropriate recommendations for managerial decision-making.
Design, build, and query a database to apply correct principles of data storage and extraction.
Develop effective computer skills and literacy concerning computer hardware, networking, security, organizational information systems