Marketing Area of Emphasis
9 hours (3 classes) + 6 hours (2 classes) electives
An effective marketing program is necessary to the success of any business organization—without the revenues driven by the marketing activities, the organization would cease to exist. Through the marketing efforts of a firm, products and services are designed and delivered that maximize customer value and satisfaction. Students choosing the Marketing Area of Emphasis may find exciting careers in such diverse fields as product management, professional selling, customer management and support, advertising and promotions, marketing research, and e-commerce. The marketing curriculum is designed to give the student hands-on marketing experience through applied classes and projects.
Students pursuing the Marketing emphasis complete nine semester hours in their area of emphasis beyond the Core Courses plus 6 hours selected from any Areas of Emphasis.
Choose only THREE of the following courses:
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Choose 6 hours (2 classes) from any Areas of Emphasis:
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Course Descriptions
MKTG 630-3.0; Marketing Research and Decision Making
This course gives students the knowledge and tools to conduct business research. Students will learn about the acquisition, analysis, interpretation, organization, and dissemination of information for the purpose of making better decisions. Students will learn how to use this information to develop marketing plans and assist in making other critical market decisions. Prerequisites: MKTG 600 and QUAN 550.
MKTG 640-3.0; Service Marketing
The service component of business requires a distinct approach to marketing strategy in both design and execution. This course focuses on the drivers of customer value and the unique challenges presented by services. Topics include the services marketing mix, customer expectations and satisfaction, service quality dimensions, service design, internal marketing, and planning for services.
MKTG 650-3.0; Marketing Communications
Theories of communication and buyer behavior are applied to the process of communicating with critical constituencies. The emphasis is on the practical aspects of creating and managing effective marketing communication programs with special attention being placed on integrated marketing communications. Prerequisites: MKTG 600.
MKTG 670-3.0; E-Commerce
The focus of this course is on advanced topics in e-commerce (electronic commerce) and direct marketing including the integration of internet and traditional promotions, service quality, and pricing strategies. This class will examine these issues within both consumer and business-to-business environments.
MKTG 690-3.0; International Marketing and Export Management
Provides an overview of international marketing issues. It provides detailed analysis of each marketing mix element from a global perspective. Special emphasis is placed on managing the export function, how cultural differences impact marketing strategies and tactics, and on international marketing ethics. Prerequisites: MKTG 600.
NOTE: MBA 600-level electives are offered on a 2-year cycle. To see when courses will be offered, please view our Long Range Campus Schedule.
