Embed Size (px)
Citation preview
Business Curriculum toMarketing Career Panel
Consumer Power
Panel Participants:Professor Lars Perner
Professor Dennis SchorrProfessor Therese Wilbur
Marketing is:
Consumer/Customer
Competition
Company
4-2
Marketing is:
4-3
Marketing Career Paths
1. Corporate Marketing
2. Advertising, Digital Marketing, Public Relations
Agencies
3. Professional Sales & Retail Management
4. Consumer Research
5. Licensing
6. Product/Brand Management
7. New Product Development
8. Entrepreneurs
Marketing Elective Themes
Marketing Management
Advertising &
Promotion
New Product Development & Branding
Consumer Behavior
Professional Sales & Retail Management
Marketing Elective CoursesMarketing Management MKT 440: Marketing Analysis and Strategy MKT 465: Global Marketing Management
Advertising & Promotion MKT 405: Advertising and Promotion Management MKT 406: Practicum in Advertising and Promotion Design MKT 425: Internet Marketing
Consumer Behavior MKT 402: Research Skills for Marketing Insights MKT 450: Consumer Behavior and Marketing
New Product Development & Branding MKT 445: New Product Development and Branding MKT 446L: Practicum in New Product Development
Professional Sales & Retail Management MKT 410: Professional Selling MKT 415: Sales Force Management MKT 430: Retail Management
Course Pairings:Advertising & Promotion
1. MKT 405: IMC
Integrated Marketing Communication
IMC Plan, Pitch
2. MKT 406:
Practicum in IMC
IMC Plan, Pitch, Execute, & Evaluate for a real client; Compete nationally
Course Pairings:New Product Development & Branding
1. MKT 445: Branding & New Product Development
Brand Audit
New Product Proposal
2. MKT 446: Practicum in Branding & New Product Development
Inter-disciplinary: Engineers, Designers
Concept to Prototypes
Marketing Career Paths
Paths
CPG: Consumer Package Goods
Agencies
Industry Specific:
• Entertainment, Technology, Retail, etc.
A Well Rounded Marketer First Priority (one course each):Understanding the Consumer MKT 402: Research Skills for Marketing Insights MKT 450: Consumer Behavior and Marketing
Marketing Management MKT 440: Marketing Analysis and Strategy MKT 465: Global Marketing Management
Advertising & Promotion MKT 405: Advertising and Promotion Management MKT 406: Practicum in Advertising and Promotion Design MKT 425: Internet Marketing
Second Priority (base on focus, long-term): New Product Development & Branding MKT 445: New Product Development and Branding MKT 446L: Practicum in New Product Development
Professional Sales & Retail Management: MKT 410: Professional Selling MKT 415: Sales Force Management MKT 430: Retail Management
Being Well Rounded Outside Marshall Many types of courses are helpful in seeing the “big
picture:”
Anthropology
Social Psychology
Geography
Regional Studies
Philosophy: Ethics, logic
It is important to take some courses of personal interest—implications for business will come up over time
Marketing Management
Managing the 4P’s
Reporting to a Marketing or Brand Manager
Employers across all industries:
Entertainment
Technology
CPG
Financial Services
Marketing Electives & Career Paths
Marketing Management Path:
MKT 450: Consumer Behavior and Marketing
MKT 440: Marketing Analysis and Strategy
One or more classes from:
Advertising & Promotion
MKT 465: Global Marketing Management
MKT 445: New Product Development & Branding
Professional Selling
Advertising & Promotion
Managing 1 or more aspects of Advertising/Promotion
Agency Environment
Full Service Advertising Agencies
Boutique Agencies
Digital Marketing Agencies
Event Marketing Agencies
Marketing Electives & Career Paths
Advertising & Promotion Path:Understanding the Consumer Class
Marketing Management Class
One or more classes from:
MKT 405: Advertising and Promotion Management
MKT 406: Practicum in Advertising and Promotion Design
MKT 425: Internet Marketing
Professional Selling
Consumer Behavior Develops, conducts, analyzes and interpret consumer
research
Requires strong quantitative/qualitative skills
Research Companies
Advertising Agencies
Marketing Electives & Career Paths
Consumer Behavior Path: MKT 402: Research Skills for Marketing Insights
MKT 450: Consumer Behavior and Marketing
One or more classes from:
Marketing Management
Advertising & Promotion
New Product Development & Branding
New Product Development &Branding
Developing and launching new products
After MBA: Brand Management
Brand Licensing
Entrepreneurs
Future Brand Managers
Marketing Electives & Career Paths
New Product Development & Branding Path: An Understanding the Consumer Class
MKT 445: New Product Development and Branding
One or more classes from:
Marketing Management Class
Advertising & Promotion Class
MKT 446L: Practicum in New Product Development
Professional Sales & Retail Management
Business to Business Sales
Mentored for future management position
Possible rotations
CPG Management Development Programs
Retailers
Marketing Electives & Career Paths
Professional Sales Path:
Understanding the Consumer class
MKT 440: Marketing Analysis and Strategy
One or more classes from:
MKT 410: Professional Selling
MKT 415: Sales Force Management
MKT 430: Retail Management
Marketing Elective Topics
Marketing Management
Advertising &
Promotion
New Product Development & Branding
Consumer Behavior
Professional Sales (Management Development)
A Well Rounded Marketer First Priority (one course each):Understanding the Consumer MKT 402: Research Skills for Marketing Insights MKT 450: Consumer Behavior and Marketing
Marketing Management MKT 440: Marketing Analysis and Strategy MKT 465: Global Marketing Management
Promotional P MKT 405: Advertising and Promotion Management MKT 406: Practicum in Advertising and Promotion Design MKT 425: Internet Marketing
Second Priority (base on focus, long-term): New Product Development & Branding MKT 445: New Product Development and Branding MKT 446L: Practicum in New Product Development
Professional Sales & Retail Management: MKT 410: Professional Selling MKT 415: Sales Force Management MKT 430: Retail Management
