The basic marketing curriculum is designed to thoroughly acquaint marketing majors with the broad field of marketing and to allow focused study in narrower sub fields, depending upon the students’ interests and aptitudes. Students may choose marketing electives from one or more of the following six career-track concentrations: Advertising/Promotion, Business/Industrial marketing, Marketing research, Retailing/Distribution, Selling/Sales management, and Services marketing. Students can specialize further by choosing a formal sequence of study in Professional Sales or Integrated Marketing Communication.
The Marketing faculty have designed the Advanced Marketing Analytics (AMA) Sequence to allow Marketing Majors to concentrate their coursework in preparation for marketing roles that may require more analytical rigor which has become prevalent. The use of analytics is expected to grow rapidly. Companies will need employees who understand data that is available to them. A study from McKinsey & Co. found that by 2018, the United States will face a shortage of 1.5 million managers who can use data to shape business decisions (WSJ 2011). This sequence will provide skill development, introduction and use of contemporary analytical tools, and context that will be useful for future workers to manage effectively.
As a marketing major, it is strongly recommended that you take MKT 190 (counts as MKT 230) in your sophomore year and declare the Advanced Marketing Analytics (AMA) Sequence by your Junior year. Advanced Marketing Analytics (AMA) courses may be "major blocked". Advanced Marketing Analytics (AMA) Sequence students may be added first, followed by MKT majors. You may not get in these courses if you are not declared AMA Sequence.
The Integrated Marketing Communication sequence allows students to focus on the coordination of all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing in an effort to provide a consistent message to consumers. Students complete three required courses in marketing and two required and three elective courses in integrated marketing communication. Not only are a significant number of marketing students interested in the IMC fields, the area offers a wide range of professional opportunities, with strong growth projections. Fast Company listed “Advertising and Promotions Manager” as one of the top 25 jobs for 2005. According to the U.S. Bureau of Labor Statistics, these managers were found in virtually every industry.
The Professional Sales sequence exposes students to the latest theories and practice in sales education, research, and the profession. Students complete three required courses in marketing and two required and three elective courses in professional sales. The program incorporates existing personal selling and sales management courses, and offers several specialized classes including: Key Account and Relationship Management, Professional Sales Planning and Analysis, and Advanced Professional Selling and Negotiation.