Marketing Management

OVERVIEW The marketing management is designed to build deep competency in the art and science of: (1) choosing which customers to serve, and (2) getting, keeping and growing them through delivering superior customer value. Marketing will gain a proficiency in the latest methods and concepts for understanding customer behavior and for devising effective marketing strategies. Marketing choose courses to prepare themselves for careers in corporate or not-for-profit management, or in marketing fields that range from product management, advertising, and sales and account management to retailing, e-business, distribution management, and strategic marketing planning. Students can look forward to career opportunities in large and small organizations representing a spectrum of industrial, consumer goods, service, electronic ecommerce, and consulting firms in public- and private-sector institutions. Students begin by taking Marketing Management core courses (MKTG 611 and MKTG 612 or MKTG 613) which provide an overview of the role of marketing in the development of business strategies. Using a combination of lectures, readings, case studies, and computer simulations, these core courses review fundamental approaches in product/market selection, product line management, communications management, pricing, distribution, and marketing research. Beyond the required courses, students can choose among many electives to structure a program of study to match their interests and career objectives. In particular, students select from full-semester classes and from a set of “mini-courses,” which are half-semester classes, approximating one course in a quarter system, that focus on a specific facet of marketing.