Marketing Major

The Marketing program provides students with a foundation in the basic concepts and practices of marketing and helps the student to exercise creativity and critical judgments in making business decisions.

Business cases have repetitively indicated that marketing plays a crucial role in a business firm. Without effective marketing strategies, a product or service ultimately fails in the marketplace, no matter how good the product or service is. Further, marketing is not just for business firms: marketing activities also take place in government agencies and non-profit institutions.

For all these groups, marketing consists of three principal functions: anticipating the needs and wants of customers, determining whether a good or service based on these wants and needs can be provided, and making certain the customer knows where the product or service can be obtained, and its qualities and price.

Marketing personnel must work closely with other department specialists in an organization - finance, production, personnel and other areas. The marketing specialist's role is to convey customer preferences to these specialists, so they can produce products and services that will satisfy customers. Additionally, the marketing specialist decides the appropriate channels to distribute the products or services, as well as promotional and pricing strategies.

Curriculum

Required (12 units)

• BUS - 360 Marketing Research
• BUS - 363 Consumer Behavior
• BUS - 461 International Marketing Management

Electives (select 8 units from following)

• BUS - 361 Advertising and Promotion Strategy
• BUS - 364 Retail Management
• BUS - 366 Customer Satisfaction
• BUS - 451 Import/Export Management
• BUS - 460 Sales Management
• BUS - 464 Marketing Strategy and Planning
• BUS - 369/469 Special Topics in Marketing