Undergraduate Studies in Business Management
Marketing Concentration
Subject area coordinator: Mitzi
Montoya, professor, 919.515.8080
Marketing
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Business Management Concentrations
What is Marketing?
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Marketing professionals are interested in the buying behavior of consumers and organizations, and its relationship to the selling process. The marketing field includes new product development, pricing, competitor analysis, market research, business development, advertising and public relations, retailing and sales, and entrepreneurship.
About the Concentration
The goal of the marketing concentration is to develop marketing professionals with the skills necessary to lead in environments where products, markets, and technology are all rapidly changing. The marketing concentration takes the viewpoint that sustainable competitive advantage comes from three activities:
- Value identification
- Value creation
- Value delivery
These activities require an in-depth understanding of how to
- Pick the right customers and opportunities
- Design the best solution and deliver value
- Follow through and go to market
- Follow up with customers to ensure satisfaction and loyalty
The courses deliver fundamental foundation skills, knowledge, and experience while the elective courses allow students to focus their learning in areas that are most pertinent to their interests.
In the marketing concentration courses, students have opportunities to apply what they are learning through project work on real business problems. In the personal selling course, students work in simulated sales situations. In the advertising competition, students apply their creative energy to develop an ad campaign in a national student competition for sponsors such as Pizza Hut, GM, and the Red Cross. In the integrated product development course, marketing students team up with industrial design and engineering students to develop a new product for a corporate sponsor such as GlaxoSmithKline, DaimlerChyrsler or John Deere.
What kinds of jobs are available in this field?
- Advertising account executive
- Advertising copywriter
- Brand manager
- Customer relations representative
- Market researcher
- Marketing manager
- Media buyer/analyst
- Promotions director
- Public relations specialist
- Retail manager
- Sales person/manager
What kind of personal skills or interests would be a good match for this field?
Someone with:
- Good communication skills
- People skills
- Analytical skills
What kind of skills will I develop in this curriculum?
- Understanding of the customer/business buying process
- Integration of marketing strategy with other business functions
- Market research skills
Notes about Marketing
Career opportunities in marketing are extensive, diverse and highly visible. According to the U.S. Department of Labor, jobs in marketing are growing at a much more rapid rate than those in other occupational categories, and this trend is expected to continue.
The American Marketing Association promotes and assists the development of marketing professionals through continuing education and networking opportunities. The AMA web site hosts a job bank and resume posting service. There is also a local AMA chapter that students can join.
What classes are offered in Marketing?
BUS 360: Marketing Methods
BUS 461: Services Marketing
BUS 462: Marketing Research
BUS 463: Retail Management
BUS 464: International Marketing
BUS 465: Advertising and Promotion Management
BUS 466: Personal Selling
BUS 467: Product and Brand Management
BUS 468: Marketing Strategy
BUS 469: National Student Advertising Competition
What are the requirements to earn a B.S. in Business Management with the Marketing concentration?
Required Course:
BUS 462
Plus, choose three of the following:
BUS 461
BUS 464
BUS 465
BUS 466
BUS 467
BUS 468
BUS 469
**A BUS 495 class in the marketing area may count toward the concentration, with the permission of the Business Management department head.
View the complete academic degree requirements for the marketing concentration (for students entering Fall 2001 or later.)
Please note that the above curriculum information applies to students entering the College of Management in Fall 2001 or later. [Also, in Fall 2003, there was a change in the English requirement: Students who have not completed ENG 111/112 must complete ENG 101.] Although we encourage all students to pursue the new curriculum, those who entered before this date may choose to finish the old curriculum. Please see the old curriculum degree requirements for the old course selection.
Who are the faculty contacts for this concentration?
Dr. Mitzi Montoya,
919.515.8080
Academic Advisors in the College of Management's Office of Undergraduate Programs ( Nelson Hall) are also available to discuss majors, concentrations and course schedules. Prospective students interested in the marketing concentration should contact the Undergraduate Programs office 515-5565 for more information about admission.
Important:
Remember to check with your academic or faculty advisor each semester to review possible changes in degree requirements and in course availability.