Cox Career Management Center

Marketing

Curriculum

Marketing is the study of how to facilitate exchanges between one business and another, and between business and consumers. Though often associated with advertising or sales, marketing is actually much broader. Key marketing activities include designing new offerings, modifying existing offerings, pricing, logistics, sales management, and gathering market information. These and other marketing activities are grounded on a foundation of understanding the customer -- who they are today and who they are likely to be tomorrow, what they want, how people decide what to buy, and what happens after people make a purchase.

Marketing Core

  1. Market Research (MKTG 3342)
  2. Marketing Management (MKTG 5341)
  3. Consumer Behavior (MKTG 3343)
  4. Marketing Internship (MKTG 5150)

Two Marketing electives selected from the following:

  • Integrated Communication Advertising Management (MKTG 3344)
  • Sales and Distribution Management (MKTG 3345)
  • Retailing (MKTG 3346)
  • International Marketing (MKTG 3348)
  • Product and Brand Management (MKTG 3349)
  • Marketing Implementation and Control (MKTG 4341)
  • Sports Marketing (MKTG 4345)
  • Honors Marketing Practicum (MKTG 5345)

Two Business electives (six credit hours) 
 

Career Paths  -  What is marketing? 

According to the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007)
Marketing research is the function that links the consumer, customer, and public to the marketer through information-- information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. (Approved October 2004)

Source: American Marketing Association - www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx

Career Options

  • Brand Management: Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. They are generalists who coordinate the activities of specialists in production, sales, advertising, promotion, R&D, marketing research, purchasing, distribution, package development, and finance.  A typical entry-level job is a brand assistant.  These generally go to MBAs but some companies do hire undergraduates in this role.
     
  • Market Research: Market researchers are involved in providing information to management for decision-making purposes.  Tasks may include data tabulation, analysis, report preparation and presentation.  Entry-level positions are generally assistant product analyst or assistant market analyst roles.  These typically go to MBAs but undergraduates with prior experience or training may be hired.
     
  • Retail Management: Retail managers have significant profit and loss responsibilities for major business units. The routes to the top in this field are generally either product management or store management.  An entry level position in product management is an assistant buyer.  An entry level position for store management is a department manager.
     
  • New Product Planning: Employees in this field use market research to forecast sales and plan product promotions.  Employees in this field must be able to conceptualize and then research new ideas and evaluate them for effectiveness. Undergraduates may be hired into a “new product assistant” role.
     
  • Sales and Sales Management: Opportunities exist in a wide range of organizations including finance, insurance, consulting and government.
     
  • Advertising & Public Relations: The core function of a position in advertising or public relations is to develop promotional strategies that get the targeted audience (customer) excited about the company/organization and its product or service.

Employment Outlook

Overall employment of advertising, marketing, promotions, public relations, and sales managers is expected to increase by 13 percent through 2018.   For more information, refer to the Bureau of Labor Statistics Occupational Outlook Handbook available online at www.bls.gov/oco/ocos020.htm .

Resume-Building Activities

  •  Participate in an internship.

Resources