Pamplin College of Business

Marketing

Overview

Marketing grows out of the concept of exchange between buyers and sellers. Driven by the needs and wants of the consumer, marketing managers develop new products, assign effective price levels, create promotional strategies, and develop the best distribution plans to guarantee that products reach the final consumer. Marketing also plays a crucial role in managing the efficient flow of goods and services from businesses to businesses. And managing marketing is growing even more exciting as technology and the internet enable managers to stay in closer contact with their customers and better manage this relationship. Marketing by manufacturing firms is well-known. Service industries such as banking and health care, however, are increasingly relying on marketing to improve service quality and delivery. Non-profit organizations, such as Habitat for Humanity and the American Red Cross, also use marketing to deliver social goods and services. All of these organizations benefit when they are able to use marketing concepts and tools to better understand their clients and design unique offerings that can meet their clients’ needs.

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. Virginia Tech Marketing graduates pursue a range of careers. They take jobs in marketing management, sales, advertising, retailing, and consulting positions in companies small and large. The curriculum is designed to provide core skills in marketing and to support this broad range of potential career interests.

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.

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.

Requirements

In 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:

MKTG 4154: Marketing Research	(3)
MKTG 4204: Consumer Behavior	(3)
MKTG 4304: Marketing Communications	(3)
MKTG 4354: Marketing Channels and Logistics	(3)
MKTG 4554: Relationships Among Buyers and Sellers	(3)
MKTG 4644: Marketing, Society and the Public Interest	(3)
MKTG 4754: Strategic Marketing	(3)
Plus any two of the following:
MKTG 3504: Advertising	(3)
MKTG 4254: Product and Price Management	(3)
MKTG 4404: Field Practicum in Marketing	(3)
MKTG 4454: Sales Force Management	(3)
MKTG 4604: Retail Management	(3)
MKTG 4654: Demand Analysis and Forecasting	(3)
MKTG 4704: International Marketing	(3)
MKTG 4734: Real Estate Marketing	(3)
MKTG 4774: Advanced Professional Selling	(3)
MKTG 4974: Independent Study	(3)

Undergraduate Course Descriptions (MKTG)

2954: BUSINESS STUDY ABROAD
This 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.

2964: FIELD STUDY
Variable credit course.

2964H: FIELD STUDY
Honors section. 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. (3H,3C) I,II,III,IV.

3104H: MARKETING MANAGEMENT
(3H,3C)

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 or 3104H. (3H,3C)

3954: STUDY ABROAD
Variable credit course.

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: BIT 2405, BIT 2406. Co: 3104H, 3104. (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 or 3104H. (3H,3C)

4204H: 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.  Honors section Pre: 3104 or 3104H. (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 or 3104H. (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 or 3104H. (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 or 3104H), 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 or 3104H. (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: 4554, (3104 or 3104H). (3H,3C)

4554: RELATIONSHIPS AMONG BUYERS AND SELLERS
Management of relationships between buyers and sellers among marketing organizations.  Organizational buying, personal selling, and relationship marketing. 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 or 3104H. (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 or 3104H. (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 or 3104H. (3H,3C)

4644: MARKETING, SOCIETY AND THE PUBLIC INTEREST
The impact of marketing on society from a multi- disciplinary and multi-stakeholder perspective. Marketing's role in solving societal problems is explored.  Topics include at-risk market segments, controversial products and practices, and issues of social justice. Pre: 3104 or 3104H. (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 or 3104H. (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. Pre: 3104 or 3104H. (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 or 3104H), 4154, (4204 or 4204H). (3H,3C)

4754H: STATEGIC 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 4754H Pre: (3104 or 3104H), 4154, (4204 or 4204H). (3H,3C)

4774: ADVANCED PROFESSIONAL SELLING
Advanced theory and practice of professional selling with primary focus on the professional sales process, analysis of associated strategic and ethical issues, and acquisition of critical skills required of successful salespeople. Builds on foundation created in Buyer/Seller Relationship (MKTG 4554) to expand knowledge and skills of students considering career in professional sales. Pre: 4554. (3H,3C)

4964: FIELD STUDY
Variable credit course.

4964H: FIELD STUDY
Honors section.
Variable credit course.

4974: INDEPENDENT STUDY
Variable credit course.

4984: SPECIAL STUDY
Variable credit course.

4994: UNDERGRADUATE RESEARCH
Variable credit course.

4994H: HONORS UNDERGRADUATE RESEARCH
Variable credit course.

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