Pamplin College of BusinessMarketing
OverviewMarketing consists of the spectrum of activities that join production of goods and services with the consumer or industrial user. Marketing management consists of planning, implementing, and controlling marketing activity. Included among these activities are such things as helping to design products or services to satisfy customers' needs, designing pricing strategies to achieve profitable utilization of resources, implementing distribution procedures to obtain a smooth flow from production to use, and evaluating the personal selling and advertising operations to assure that users have sound bases for their buying choices. Marketing management is closely affiliated with such social and behavioral sciences as economics, sociology, and psychology, as well as such quantitative disciplines as accounting, statistics, management science, and computer science. The undergraduate program in marketing management is designed to offer the student a broad business education with an emphasis on professional training for development of marketing strategies and managing marketing operations. Numerous specializations are afforded by the field. First, the market for goods in the private sector divides itself into two major parts: the consumer market and the industrial market. Specialization in either market can be easily accomplished in the marketing program by selection of electives. Other specializations may be achieved by the same procedure. In addition to the undergraduate program, the faculty in marketing management offer a master's and a doctoral degree for those students interested in more technical positions, such as marketing research; more rapid promotion with certain employers; or positions in higher education. The department participates in the Cooperative Education Program in which qualified students may alternate semesters of study with semesters of professional employment. RequirementsIn addition to fulfilling the college of business requirements for the first two years and the junior and senior core course requirements, each student must meet the following course requirements:
Undergraduate Course Descriptions (MKTG)2954: BUSINESS STUDY ABROADThis course provides students with an international business experience. It is only offered as part of a program outside of the United States. Students will learn from the structured educational experience developed by the faculty leader. This course is intended for students who want to develop marketing-related free electives. Pre: Instructor's consent and the completion of 24 semester hours with a minimum GPA of 3.0 or departmental consent. Variable credit course. 2974: INDEPENDENT STUDY Variable credit course. 3104: MARKETING MANAGEMENT Study of the marketing process from a macro and management viewpoint. The macro viewpoint includes the role of marketing in society. The management viewpoint includes the product, distribution, promotional, and pricing decisions. Junior standing required. Pre: ECON 2005. (3H,3C) I,II,III,IV. 3104H: MARKETING MANAGEMENT (3H,3C) 3154: MARKETING SKILLS This is a foundational skills class in marketing management. A wide range of skills will be developed and applied to marketing and business analysis including group decision-making skills, individual decision-making skills, computer analysis skills, and written and oral communication skills. Junior standing required. FEE REQUIRED. (3H,3C) I,II. 3504: ADVERTISING Survey of advertising principles and its applications. The course covers advertising history, the impact of advertising on society, and ethical and regulatory issues. The process of creating and placing advertising is explored including advertising objectives, budgeting, media planning and mix, creative objectives and strategy, copy execution and production, and copy testing. Junior standing required. Pre: 3104. (3H,3C) 3954: STUDY ABROAD Variable credit course. 4074 (MGT 4074): APPLIED SMALL BUSINESS CONSULTING Application of accounting, finance, marketing, management, information technology, and management science concepts to small business cases. On-site consultation with existing firms. Through the experiential studies, students will explore the role of 'pro bono' work in the management field. Pre: Pamplin College of Business senior or graduate standing. Permission of instructor is required for students outside the Pamplin College of Business. Pre: MGT 3304. (3H,3C) 4144 (CHE 4144): BUSINESS AND MARKETING STRATEGIES FOR THE PROCESS INDUSTRIES Business strategies and industrial marketing concepts, and their application in the chemical, pharmaceutical and related process industries. The course is designed for engineers and other students planning a career in the process industries. Junior standing required. Pre: ECON 2005. (3H,3C) 4154: MARKETING RESEARCH This course is a study of the scientific process of problem solving in a marketing context. It includes concepts of problem definition, hypotheses generation, questionnaire development, research design, implementation, analysis, and interpretation of statistical findings. Junior standing required. Pre: 3104, BIT 2405, BIT 2406. (3H,3C) 4204: CONSUMER BEHAVIOR An integrated analysis of individual and environmental influences on consumer decision making, purchase, and consumption behaviors with strong emphasis on implications for developing, executing, and assessing marketing strategy. Junior standing required. Pre: 3104. (3H,3C) 4254: PRODUCT AND PRICE MANAGEMENT Strategic product planning and new product development are discussed within the context of marketing management. Economic, financial, legal, and marketing principles are integrated to analyze pricing decisions. Behavioral implications of pricing also are considered. Relationships between product and price management address. Junior standing required. Pre: 3104. (3H,3C) 4304: MARKETING COMMUNICATIONS Theory and application of an organization's marketing communications function. Content will include developing a marketing plan, setting communication goals, developing message strategy, implementing the strategy using promotional mix variables, planning media, and determining the communication budget. Junior standing required. Pre: 3104. (3H,3C) 4354: MARKETING CHANNELS AND LOGISTICS Management of the firm's distribution function. Study of the structure, functions, interactions, and activities of marketing channels. Analysis and development of integrated physical distribution and logistics systems for the firm. Junior standing required. Pre: 3104, BIT 2405, BIT 2406. (3H,3C) 4404: FIELD PRACTICUM IN MARKETING Application of marketing concepts and theories to a specific business concept. On-site performance of marketing activities and a written analysis of the firm's marketing strategy and execution. Junior Standing Pre: 3104. (3H,3C) 4454: SALES FORCE MANAGEMENT Integration of behavioral research to provide an understanding of the role of the salesperson within the sales organization and in relation to the buyers. Personal selling examines the dyadic interaction between buyer and seller. Managing the sales force covers planning, organizing, directing, and controlling the activities of the sales personnel. Junior standing required. Pre: 3104. (3H,3C) 4504: MARKETING AND THE INTERNET Develop and implement theoretical and practical approaches to marketing strategy that leverage the information technologies of the Internet. Topics include the characteristics of the Internet as a marketing environment; perspectives of agents (e.g., consumers, marketers, technologists) within the Internet environment, and implications of the Internet for strategic marketing and marketing management. Pre: 3104. (3H,3C) II. 4554: RELATIONSHIPS AMONG BUYERS AND SELLERS This course explores the management of relationships between buyers and sellers among marketing organizations and covers the general areas of organizational buying, personal selling, and relationship marketing. Topics include: the buying center and buying roles, the buying situation, the purchasing role, the sales process, personal selling approaches, negotiation, power and dependence, conflict resolution, and relational exchange. Pre: 3104. (3H,3C) I,II. 4564: MARKETING FOR HIGH TECHNOLOGY PRODUCTS This course covers the unique nature of marketing high technology. It applies the basic elements of marketing strategy -- market segmentation and targeting, marketing mix elements -- to the context of high technology goods and services. It also addresses the development of effective strategic, marketing plans for high technology products. Pre: 3104. (3H,3C) I. 4604: RETAIL MANAGEMENT Analysis of managerial problems in retailing establishments. Focus is on operational problems, retail store organization, location analysis, buying, selling, sales promotion, and merchandise handling. Junior standing required. Pre: 3104. (3H,3C) 4654: DEMAND ANALYSIS AND FORECASTING Survey of techniques employed in forecasting sales and other marketing variables. Analysis of the performance of marketing on various criteria. Pre: 3104, BIT 2405, BIT 2406. (3H,3C) 4704: INTERNATIONAL MARKETING Assessing international markets, comparing marketing systems; management of international marketing operations; focusing on distribution, promotional, and pricing problems faced by firms engaging in world trade. Junior standing required. Pre: 3104. (3H,3C) 4734: REAL ESTATE MARKETING This course extends the fundamental concepts of marketing into the study and practice of real estate. The course is concerned with the topics of demographic analysis, market information systems, market research, and marketing strategy of residential and commercial real estate, with particular emphasis on the important area of real estate personal selling. Junior standing required. (3H,3C) 4754: STRATEGIC MARKETING An integrative course in marketing policy and strategy, employing comprehensive case problems in the formulation of marketing action programs and business policy. Senior standing required. Any one of the following Marketing prerequisites--4304, 4354, 4554--may be taken concurrently with 4754. Pre: 3104, 4154, 4204, 4554, 4304, 4354. (3H,3C) 4974: INDEPENDENT STUDY Variable credit course. 4984: SPECIAL STUDY Variable credit course. 4994: UNDERGRADUATE RESEARCH Variable credit course.
Pamplin College of Business Programs of Study
Accounting and Information Systems | Business Information Technology | Hospitality and Tourism Management Finance, Insurance, Business Law | Management | Marketing |
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