CONCENTRATION: 15 CREDITS
Why consider marketing and management?
The ability to enhance the performance of people and processes is at the core of most careers in management or management consulting. Strong analytical and problem-solving skills are needed, as well as strong interpersonal skills to guide clients through ambiguous or sometime adverse situations toward new or more effective solutions.
Marketing careers vary widely, depending on the specific functional area (e.g., promotions, brand management, sales, advertising, product management, social and digital media, market research) and industry (e.g., high tech, consumer products, health care, pharmaceuticals, services, retail, hospitality, biotech, sports and entertainment, nonprofit). Those who bring strong analytical skills, who have the ability to present and write well, and who can cross technology with marketing skills are in high demand.
What skills will you gain?
In the Marketing & Management Track, you will acquire in-depth knowledge of the principles and practices of modern marketing while cultivating essential professional and managerial skills in project management, business planning, and strategy. Through team projects for sponsoring organizations, you will gain experience leading and working in diverse teams, managing projects, formulating a point of view, and concisely reporting meaningful insights to diverse audiences.
The Marketing & Management Track is a five-course, 15-credit-hour sequence designed to give students seeking careers in client- or customer-facing organizations the key frameworks, technologies, and functional skills employers are seeking. For example, students will learn to:
- Conduct a thorough brand analysis for a sponsor company and set forth strategic recommendations and guidance for enhancing customer value and/or revenue performance
- Manage projects effectively and efficiently, including scope, estimation and scheduling, global sourcing, virtual and global teams, and vendors
- Use a business planning model to design, develop, and execute an effective integrated web and social marketing program
- Understand how consumer behavior and consumer response to pricing fit into the formulation of viable marketing strategies
- Market products and services and manage strategic alliances in a B2B environment
Course topics include:
- Brand management and integrated marketing communication strategy
- Project management
- Social media marketing metrics and strategy
- Consumer behavior research and pricing strategy
- Developing and managing innovative new products
- Financial management