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Marketing
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.
Program Objectives
The faculty in this area have the knowledge and business background that enable them not only to present the relevant theoretical concepts and constructs, but also to demonstrate their application in real life situations. There are two thrusts of this major. The first is a realization that the source of increasing productivity for society lies in improving the efficiency of the marketing area (one half of the cost of the products and services can be attributed to marketing). The second focuses on social responsibility. Good marketing demands that social responsibility must be built into all the functions of marketing, such as personal selling, advertising and sales promotion. These are clear goals that challenge today's leaders in business.
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Curriculum Planner for Marketing
Required (12 units)
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0303 - 360 Marketing Research
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0303 - 363 Consumer Behavior
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0303 - 461 International Marketing Management
Electives (select 8 units from)
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0303 - 361 Advertising and Promotion Strategy
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0303 - 364 Retail Management
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0303 - 366 Customer Satisfaction
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0303 - 460 Sales Management
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0303 - 464 Marketing Strategy and Planning
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0303 - 369/469 Special Topics in Marketing
Teaching Area Full-Time Faculty
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