2019-2020 Undergraduate Course Catalog 
    Oct 01, 2020  
2019-2020 Undergraduate Course Catalog [ARCHIVED CATALOG]

Marketing Management, BS

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Office of Undergraduate Programs, 215 Whitman School of Management, 315-443-2361


Eugene Anderson, Amiya BasuScott Fay, Minjung Kwon, E. Scott Lathrop, Eunkyu Lee, S.P. Raj, Breagin Riley, Susan Smith, Frances Gaither Tucker, Guiyang Xiong, Liangbin Yang

The marketing management program in the Whitman School prepares students to successfully face challenges in today’s diverse and dynamic marketplace: how to understand changing customer needs, what customer segments and global markets to focus on, which products and services to bring to market, how to stimulate demand with persuasive communications, and the best ways to deliver products to customers to build and sustain profitable relationships. In many courses, experiential learning plays an important role with students work in project teams-just as professionals do-to develop strategies for new product development, pricing, promotion, and distribution. Students also learn to strategically prepare for competitive challenges, regulatory changes, and evolving social responsibilities. Marketing graduates are prepared for broad and promising careers in many industries including advertising and digital agencies, consumer packaged goods firms, retail, financial services, consulting, technology, and ecommerce. Recent graduates have found entry-level positions such as account manager, digital marketing assistant, market analyst, media planner, product assistant, assistant brand strategist, social media strategies, sales executive, business development associate, and business consultant.

These jobs require a broad range of abilities that call for analytical and creative and strategic leadership skills.

We strive to educate future marketing management professionals who are enterprising and eager to innovate and take the initiative to thrive in a world that is rapidly transforming to the digital age and can rise to the challenge of a global economy.

Student Learning Outcomes

1. Assess key company and customer factors and link them to marketing management decisions

2. Collect and analyze market research data

3. Explain how a company selects proper target customers and develops attractive value proposition for them

4. Create integrated action plans for product, pricing, promotion, and distribution strategies

5. Adapt marketing decisions in response to competitive, regulatory, cultural, social, economic, and technological environments

6. Develop creative solutions to marketing problems

7. Combine different analyses to make specific strategic marketing plans

8. Employ a systematic approach to analyzing current trends in marketing

Major Requirements

In addition to the MAR 255  core requirement, students majoring in marketing must take the following courses (credit hours in parentheses):

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