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Marketing Major/Minor
The Marketing Major is a challenging program that prepares students to assume many of the most important positions in business. Marketers, as they like to call themselves, are a company's creative force. Focusing on the marketing mix or four Ps of product, price, promotion, and place, they devise potentially profitable new product or service ideas that meet the needs of specific target markets, and then develop and execute the detailed plans needed for their implementation. Other employees in accounting, finance, or human resource management simply assist marketing professionals in this primary task and depend on them to generate the revenues needed for survival.
After graduation, students secure employment with many types of organizations such as advertising firms, consumer product companies, retail chains, wholesalers, media outlets like TV or radio stations, auto dealerships, tourist resorts, government ministries, and non-profits like hospitals. An increasing number have also been successful in starting their own small businesses, while a few have gone on to earn graduate degrees in hopes of pursuing careers in teaching or research at the college or university level.
For those students wanting only an exposure to marketing, a Marketing Minor is also available.
Learning objectives
Upon completion of this program, students are able to:
- Discuss the importance of marketing to a business enterprise in terms of the development, pricing, promotion and distribution of its products and services.
- Analyze the effect that psychological, social and cultural factors have on consumer behaviour and how this influences marketing decision making.
- Develop a market research plan to analyze the business environment and consumer and business-to-business behaviour using appropriate primary and secondary data sources.
- Segment different target markets and successfully position products and services in these segments under varying competitive scenarios.
- Examine the financial implications of marketing decisions.
- Appraise different ethical concerns in marketing.
- Formulate marketing plans to address business problems and opportunities, both broadly and in a variety of specialized areas of marketing.
- Integrate appropriate marketing strategies to grow and sustain the value of an organization’s brands.
- Apply marketing principles in a professional capacity.
Major requirements
MKTG 3470 | Consumer Behaviour |
MKTG 3480 | Marketing Research |
MKTG 4460 | Marketing Strategy |
Plus at least five of: | |
BUSN 4990 | Selected Topics in Business Administration |
ECON 4330 | Forecasting in Business and Economics |
MKTG 3450 | Professional Selling |
MKTG 4400 | Professional Sales Management |
MKTG 4410 | Services Marketing |
MKTG 4412 | New Product Development |
MKTG 4420 | Brand Management |
MKTG 4422 | Social Media Marketing |
MKTG 4430 | Retail Management |
MKTG 4450 | E-Commerce |
MKTG 4470 | International Marketing |
MKTG 4480 | Integrated Marketing Communications |
MKTG 4490 | Business-to-Business Marketing |
Minor requirements
At least four of: | |
BUSN 4990 | Selected Topics in Business Administration |
ECON 4330 | Forecasting in Business and Economics |
MKTG 3450 | Professional Selling |
MKTG 3470 | Consumer Behaviour |
MKTG 3480 | Marketing Research |
MKTG 4400 | Professional Sales Management |
MKTG 4410 | Services Marketing |
MKTG 4412 | New Product Development |
MKTG 4420 | Brand Management |
MKTG 4422 | Social Media Marketing |
MKTG 4430 | Retail Management |
MKTG 4450 | E-Commerce |
MKTG 4460 | Marketing Strategy |
MKTG 4470 | International Marketing |
MKTG 4480 | Integrated Marketing Communications |
MKTG 4490 | Business-to-Business Marketing |