Department of Marketing: Concentration Requirements and Course Offerings
The Undergraduate Marketing Concentration
The marketing concentration prepares Lundquist College graduates for careers in general marketing management, customer relations, advertising, brand management and business marketing. Students must take at least four marketing courses (see below) beyond MKTG 311.
Students must take MKTG 390, MKTG 420, MKTG 490 and either MKTG 425 or MKTG 435. We strongly recommend that marketing concentrators take all five of these courses. Taking all five will give students the problem solving skills vital for a successful marketing career, and enhance their job market prospects upon graduation. Marketing majors at other universities usually take five or more marketing electives.
Students in the marketing concentration must also take at least two electives from other Lundquist departments. We recommend these courses as useful for a career in marketing management: DSC 433 (Information Analysis for Managerial Decisions- pre-req: DSC 340) or DSC 488 (eBusiness- pre-req: DSC 340); MGMT 417 (Negotiation Strategies) or MGMT 420 (Managing in a Global Economy); ACTG 360 (Cost Accounting).
The Concentration's Marketing Courses
MKTG 390Marketing Research (4). Design, implementation, analysis, interpretation, and reporting of research for marketing decisions. Students develop skills in defining research problems, designing surveys, experiments and observational studies, managing data collection, performing data analysis and communicating results. Pre-req: MKTG 311.
MKTG 420Marketing Communications (4). Advertising, sales promotions, public relations, and personal selling. Emerging communication media. Legal regulations and ethical considerations in mass media advertising. Media planning and promotional budgets. Pre-req: MKTG 311.
MKTG 490Marketing Strategy (4) is the capstone course, and should be taken as a student nears graduation. MKTG 390 and MKTG 420 provide an important foundation for MKTG 490. Both are listed as pre-requisites to MKTG 490. Therefore we urge students to be sure to complete both MKTG 390 and MKTG 420 before enrolling in MKTG 490.
MKTG 425Strategic B-to-B Relationships (4). In modern marketing, developing business-to-business (B-to-B) relationships with other companies is a critical skill. Students learn to work with supply chain partners and distribution channel members to deliver customer value. Forecasting demand, planning supply chain resources, integrating demand-and-supply within and between companies, and building service and sales relationships.
MKTG 435Consumer Behavior (4). Understanding consumer psychology is a key marketing skill. Taking MKTG 435 deepens a student's knowledge about consumer psychology and how to apply that knowledge as a marketing manager. In MKTG 435, students increase their ability to think analytically about consumer behavior and to predict how marketing tactics may influence demand for their company's products and services.
Other Marketing Courses
The marketing department also offers two other MKTG-prefix courses. Students in the marketing concentration may find these courses valuable. However, in doing a marketing concentration, MKTG 445 and MKTG 470 do not substitute for the required courses cited above.
MKTG 445New Product Development (4). Analyzing and developing new markets. Managing the product development process. Launching innovative services and products with limited resources. Developing marketing plans for new ventures. Pre-req: MGMT 335. (MKTG 445 is designed primarily for students in the Entrepreneurship Concentration and students specifically interested in innovation and new product development.)
MKTG 470 (4) International Marketing (4). Analyzing and planning marketing strategies and campaigns for global and multinational markets. Understanding cross-cultural differences in customer behavior and marketing systems. Pre-req: MKTG 311.
(MKTG 470 is designed primarily for students getting a certificate in global management and students with a specific interest in international business.)
