Marketing is a visible cultural phenomenon and an indispensable business activity for profit and nonprofit organizations worldwide. The Marketing program teaches students how to generate revenue for a firm by identifying customer needs and responding to them creatively and profitably by developing, pricing, promoting and distributing goods and services. Because of its critical role in the success of a business, marketing represents a promising career path to top management positions.
Students in the Marketing program can specialize in one of five areas within the field of marketing by concentrating their electives in their area of interest:
Modern marketing offers exciting and rewarding careers in business, government and the nonprofit sector. Marketing is a large field employing about 30 percent of the U.S. workforce. This demanding field offers an opportunity for both financial and personal rewards. Undergraduate students specializing in marketing can find a wide variety of entry-level positions in marketing, including:
Advertising - Presentation and promotion of ideas, goods and services.
Brand Management - Develop and manage a comprehensive strategy for a product line.
Fundraising - Establishing and maintaining a strong economic base for the raising of capital.
International Marketing - Managing cultural and socio-political variables present when developing and dealing with foreign markets.
Logistics and Distribution - Streamlining the process of packaging and distributing a set of goods or services.
Market Research - Design, collection, analysis and reporting of data relevant to a marketing situation.
New Product Development - Development of original products and modifications through research.
Product Management - Develop and manage a complete marketing strategy for a specific product.
Professional Sales - Prospecting clients, communications, information distribution and client service.
Promotions - Blending efforts of advertising, personal selling, sales promotions and public relations toward a single strategic goal.
Public Relations - Corporate image management, media relations and publicity techniques.
Purchasing and Procurement - Product specification, supplier selection and negotiation.
Retailing and Wholesaling - Sales of goods and services to both final consumers and resellers.
Sales Management - Recruiting, training, compensating, evaluating and supervising the sales force.
Services Marketing - Managing the unique properties and challenges of intangible goods.
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Marketing majors should consult a faculty advisor in selecting marketing electives that can assist in choosing a specialization area.
For official requirements for a degree in this major, see the Undergraduate Catalog.