Marketing
Head: Paul M. Herr
Robert O. Goodykoontz Professor of Marketing: D. Brinberg
Virginia-Carolinas Professor of Purchasing Management and Professor of Marketing: P.M. Herr
R. B. Pamplin Professor of Marketing: K. Nakamoto
Professor and Real Estate Fellow: M.J. Sirgy
Associate Professors: R. Bagchi, E. Coupey, M. Pandelaere, and K. Weaver
Assistant Professors: J. Jiang, F. May, and A. S. Chaxel
Visiting Assistant Professor: J. Sundie
Emeritus Faculty: N. Klein, J. E. Littlefield, M. M. Bird, and J. E. Keith
Professor of Practice: B. Collins
Associate Processor of Practice: D. Wertalik
Advising: Pamplin College of Business, Undergraduate Programs Advising Center is located at 1046 Pamplin Hall. Students may schedule appointments by calling (540) 231-6602.
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.
The Marketing Department currently offers two degree options: Marketing- no concentration and Marketing- Sales concentration. In addition to the major, Marketing offers a minor in Professional Sales to non-Marketing majors within the College of Business only.
The Professional Sales concentration and minor provide students with the knowledge and skills necessary to successfully enter the field of professional sales. Students will learn the necessary knowledge and skills needed to compete successfully in the respective field.
Requirements
Degree Requirements
The graduation requirements in effect at the time of graduation apply. When choosing the degree requirements information, always choose the year of your expected date of graduation. Requirements for graduation are referred to via university publications as "Checksheets". The number of credit hours required for degree completion varies among curricula. Students must satisfactorily complete all requirements and university obligations for degree completion.
The university reserves the right to modify requirements in a degree program. However, the university will not alter degree requirements less than two years from the expected graduation year unless there is a transition plan for students already in the degree program.
Please visit the University Registrar website at http://www.registrar.vt.edu/graduation/checksheets/index.html for degree requirements.
Minor Requirements
The requirements to earn a minor in Professional Sales can be found on its checksheet by visiting the University Registrar website at http://www.registrar.vt.edu/graduation/checksheets/index.html.
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)
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 or STAT 3005), BIT 2406.
Co: 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)
4264: ANALYTICS FOR MARKETING
Integrates conceptual and quantitative aspects of marketing.
Provides concentrated emphasis on the role of analytical and
computer models to enhance marketing decision making.
Emphasis on managerial decision making in key areas,
including segmentation and targeting, positioning,
forecasting, new product design, forecasting and pricing.
Role of consumer perceptions and behaviors on decision
making. Hands-on experience with model building and using
analytical tools.
Pre: 4154.
(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), 4204.
(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), 4204, (BIT 2405 or STAT 3005), 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), 4204.
(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.
Co: 4204.
(3H,3C)
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, 4204, (3104 or 3104H).
(3H,3C)
4954: STUDY ABROAD
Variable credit course.
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.