Marketing Concentration Requirements
MKTG 390 Marketing Research (4)
Design,implementation analysis, interpretation, and reporting of research formarketing decisions. Hands-on experience with techniques for datacollection, statistical data analysis and communication of results.Pre-req: Major status and MKTG 311.
MKTG 420 Marketing Communications (4)
Advertising, sales promotions, public relations, and personal selling.Emerging communication media. Legal regulations and ethicalconsiderations in mass media advertising. Media planning andpromotional budgets. Pre-req: Major status and MKTG 311.
MKTG 435 Consumer Behavior (formerly MKTG 360)
Understandingconsumer psychology is a key marketing skill. Taking MKTG 435 deepens astudent’s knowledge about consumer psychology and how to apply thatknowledge as a marketing manager. In MKTG 435, students increase theirability to think analytically about consumer behavior and to predicthow marketing tactics may influence demand for their company’s productsand services. (Students cannot earn credit for both MKTG 360 and MKTG435). Pre-req: Major status and MKTG 311
MKTG 490 Marketing Strategy
The capstone course, and should be taken as a student nearsgraduation. MKTG 390 and MKTG 420 provide an important foundation forMKTG 490. Both are listed as pre-requisites to MKTG 490. Therefore weurge students to be sure to complete both MKTG 390 and MKTG 420 earlyin their program. The primary focus of this class is developing andimplementing marketing strategies and determining their impact oncustomer satisfaction and profitability.
Students are strongly encouraged to take MKTG 390 and MKTG 420 as earlyas possible. These required courses provide foundational content andmust be taken prior to enrolling in MKTG 490, the capstone course forthe marketing concentration.
Course Recommendations
In addition to taking the four required classes, we recommend marketing concentrators strongly consider taking one of the following electives: MKTG 445 – New Product Development or MKTG 470 – International Marketing. Taking five marketing classes will prepare you thoroughly for a marketing career and enhance your 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 the following as useful preparation 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 marketing department also offers two other MKTG-prefix courses.MKTG 445 (New Product Development) is designed for students in theEntrepreneurship Concentration and students generally interested ininnovation and new product development. MKTG 470 (InternationalMarketing) is designed for students getting a certificate in globalmanagement and students with a general interest in internationalbusiness. Students in the marketing concentration will find both ofthese two courses valuable. However, in doing a marketingconcentration, these courses do not substitute for required courses cited above.
Course Schedule
| Fall 2009 | Winter 2010 | Spring 2010 |
| MKTG 390 (2) | MKTG 390 (2) | MKTG 390 (2) |
| MKTG 420 | MKTG 420 | MKTG 420 (2) |
| MKTG 435 | MKTG 435 (2) | MKTG 435
MKTG 445
|
| MKTG 445* | MKTG 445* (2)
MKTG 470
| MKTG 470* |
| MKTG 490 | MKTG 490 (2) |
*These courses will be offered, but they are not required for the marketing concentration.