THE FIELD OF SPECIALIZATION IN MARKETING Important Notes:
(1) The requirements presented in this Guide coincide with the 2001-2002 General Catalog and are effective Fall 2001. Students who enrolled prior to Fall 2001 must follow the requirements of the catalog that was in effect at the time they enrolled.
(2) In planning their programs of study, students are urged to review carefully the University's General Catalog for sequencing and prerequisite requirements. As a general rule, students should plan to take MKT 302 and MKT 304 the second semester of their junior year, MKT 451 the first semester of their senior year, and MKT 460 the second semester of their senior year. MKT 300 must be taken prior to enrolling in any of the above courses.
The marketing major is designed to give students an understanding of marketing and its role in society. Study in the field involves an analysis of the basic principles, major functions, and primary institutions of marketing. The goals of the undergraduate program are to: - prepare students for entry-level positions in marketing;
- provide the background necessary to advance to higher-level marketing positions; and
- develop management skills critical for success in business and not-for-profit organizations.
A field of specialization in marketing consists of 18 hours of marketing classes plus 6 hours of upper division general studies for a total of 24 hours. The 12 hours required of all students specializing in marketing emphasize managerial concepts, analytical skills, problem solving, and decision making. The required courses in the field of specialization are:
MKT 302 - Fundamentals of Marketing Management
MKT 304 - Consumer Behavior
MKT 451 - Marketing Research
MKT 460 - Strategic Marketing |
Besides the required courses, students specializing in marketing choose an additional 6 hours from among the following list of courses:
MKT 301 - Principles of Advertising
MKT 310 - Principles of Selling
MKT 311 - Creative Strategy in Marketing
MKT 411 - Sales Management
MKT 412 - Promotion Management
MKT 424 - Retail Management
MKT 430 - Marketing for Services Industries
MKT 434 - Industrial Marketing
MKT 435 - International Marketing
MKT 484 - Internship in Marketing
MKT 499 - Individualized Instruction
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Students may take two related courses as electives in order to obtain a degree of depth in one of the following areas:
- Selling and Sales Management
- Services and Retailing Marketing
- Promotion/Advertising Management
- Business-to-Business Marketing
Selling and Sales ManagementSalespeople are a vital link between consumers (either intermediate or final) and the firms that provide the goods and services. Because salespeople play such an important role with the customers and in the ultimate success of many companies, professional selling opportunities abound in today's job market. Knowledge of sales and selling can be applied to a wide variety of fields and industries such as securities, high tech products, and services such as insurance. For students interested in a career in selling and sales management, the following courses are recommended:Marketing Department Courses
MKT 310 - Principles of Selling
MKT 411 - Sales Management
MKT 412 - Promotion Management
MKT 430 - Marketing for Services Industries
MKT 434 - Industrial Marketing
MKT 484 - Internship in Marketing
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Other Related Upper-division General Study Courses
COM 312 - Communication, Conflict, and Negotiation (COM 100 or IA)
COM 316 - Gender and Communication
COM 325 - Advanced Public Speaking (COM 225 or IA)
COM 371 - Language, Culture, and Communication (COM 263 or IA)
ENG 301 - Writing for the professions
PGS 304 - Effective Thinking (MAT 119 or PSY 230 or equivalent)
PGS 350 - Social Psychology (PGS 101)
PGS 471 - Personnel Testing (MGT 311 or PGS 430)
SOC 301 - Principles of Sociology
SOC 352 - Social Change (SOC 101 or 301)
SOC 464 - Women's Roles (SOC 101 or 301 or IA)
SOC 470 - Racial and Ethnic Minorities (SOC 101 or 301)
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Services and Retail Marketing
Recent growth in the service sector as well as the heightened attention paid to issues such as service quality across industries have led to an increase in the number of service related jobs available to students. The marketing of most products today involves some provisions of service on the part of the firm, whether it be service directed at an immediate consumer or to the final consumer. Hence, it has become increasingly important for students to possess an understanding of the marketing challenges that must be confronted in order to provide high quality service. Courses in a related area, retailing, are intended to prepare students for positions in store management as well as specialized jobs in retail buying, promotion and merchandising control. Students interested in pursuing a career in services or retailing should consider including the following courses in their program:
MKT 424 - Retail Management
MKT 430 - Marketing for Services Industries
MKT 484 - Internship in Marketing
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Other Related Upper-division General Study Courses
COM 312 - Communication, Conflict, and Negotiation (COM 100 or IA)
ENG 301 - Writing for the Professions
ENG 314 - Modern Grammar
PGS 304 - Effective Thinking (MAT 119 or PSY 230 or equivalent)
PGS 430 - Industrial Psychology (MGT 301 or PGS 101)
SOC 352 - Social Change (SOC 101 or 301)
SOC 422 - Sociology of Complex Organizations (SOC 101 or 301 or IA)
SOC 433 - Demographic Methods (SOC 101 or 301)
SOC 464 - Women's Roles (SOC 101 or 301 or IA)
SOC 470 - Racial and Ethnic Minorities (SOC 101 or 301)
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Promotion/Advertising Management
Most organizations, both profit-seeking and not-for-profit, utilize promotion to create market awareness of their offerings. Opportunities for promotion management are particularly favorable in the expanding services sector and with nonprofit organizations. Courses recommended for students interested in pursuing a career in promotion management are:
MKT 301 - Principles of Advertising
MKT 311 - Creative Strategy in Marketing
MKT 412 - Promotion Management
MKT 484 - Internship in Marketing |
Other Related Upper-division General Study Courses
COM 316 - Gender and Communication(COM 100 or IA)
COM 320 - Communication and Consumerism
COM 371 - Language, Culture and Communication (COM 263 or IA)
ENG 301 - Writing for the Professions
ENG 310 - Intermediate Creative Writing
ENG 314 - Modern Grammar
ENG 412 - Professional Writing (ENG 310 or IA)
PGS 304 - Effective Thinking (MAT 119 or PSY 230 or equivalent)
PGS 320 - Learning and Motivation (PSY 290)
SOC 352 - Social Change (SOC 101 or 301)
SOC 365 - The Sociology of Mass Communication
SOC 433 - Demographic Methods (SOC 101 or 301)
SOC 464 - Women's Roles (SOC 101 or 301 or IA)
SOC 470 - Racial and Ethnic Minorities (SOC 101 or 301)
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Business-to-Business Marketing
The majority of buying and selling in the U.S. does not occur between an organization and final consumer, but rather between one organization and another organization. The area of business-to-business marketing is concerned with the formulation of marketing strategies associated with the marketing of goods and services to industrial firms, institutions such as schools and hospitals, government agencies (local, state and federal) such as the Department of Defense, and to intermediaries such as wholesalers and retailers. Critical to business-to-business marketing is an understanding of the needs of these various organizational buyers. For students interested in business-to-business marketing, the following courses are recommended:
Marketing Department Courses
MKT 310 - Principles of Selling
MKT 411 - Sales Management
MKT 430 - Marketing for Services Industries
MKT 434 - Industrial Marketing
MKT 484 - Internship in Marketing
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Other Related Upper-division General Study Courses
COM 312 - Communication, Conflict, and Negotiation (COM 100 or IA)
ENG 301 - Writing for the Professions
ENG 314 - Modern Grammar
PGS 304 - Effective Thinking (MAT 119 or PSY 230 or equivalent)
PGS 430 - Industrial Psychology (MGT 301 or PGS 101)
SOC 301 - Principles of Sociology
SOC 352 - Social Change (SOC 101 or 301)
SOC 422 - Sociology of Complex Organizations
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MARKETING GENERAL STUDIES REQUIREMENTS
In addition to the six marketing classes needed for the Marketing emphasis, all marketing majors are required to take two three-hour upper-division general studies courses approved by Arizona State University. The list of approved upper-division courses are published in the Fall and Spring schedules. If you have any questions, an advisor will be available to help direct students to the general studies classes that would best suit their program of study. Anticipating the need for graduate studies, students who desire additional depth in marketing research should develop a special program of study with their advisors. To fully develop this program through general-studies courses and electives, students should consider additional courses from the following areas: Psychology, Computer Information Systems, and Quantitative Business Analysis.
