Program Emphasis/Objective

Marketing is critical in every organization, local and global, business-to-business, and business-to-consumer. Marketing decisions are among a firm's most strategic: which markets and customers to serve, with which products and services, and how it will compete. Increasingly, firms define their customers as a primary asset: customers generate revenues and profits, not plant facilities, equipment, or labor. Marketing holds the primary responsibility for managing customers - for selecting, acquiring, and retaining customers, and enhancing their satisfaction.

Marketing majors learn to develop marketing strategies and implement marketing programs through the application of a wide range of concepts and analytical tools. Our students learn how to discover and develop market opportunities, to assess and manage competition, to know when to drop or reposition products and services. They study product and service development, marketing research, pricing, promotion, and distribution activities that match flows of goods and services to the needs and wants of target consumer groups. Our students study marketing strategy in the global economy and marketing using new technology and media. Individual courses involve field assignments, course projects, and case studies that develop management skills in the areas of critical analysis, creative strategy, and communication.

Career Opportunities

Career opportunities in the field of marketing are extensive and diverse. Typical starting positions include roles as salespeople, marketing researchers, and advertising specialists. These roles are customer-oriented and competitor-sensitive and therefore provide excellent pathways to senior management positions in many types of organizations, especially those that place central value on staying close to their customers and markets. Career paths also include such positions as brand and product manager, retail buyer, retail store manager, sales representative, advertising account executive, media planner, marketing research analyst, and public relations manager. Marketers often become private entrepreneurs such as retail storeowners, manufacturing agents, or financial service brokers.

Academic Program

Specific criteria pertaining to admission to the School of Business, details regarding graduation and degree requirements, course requirements, and course descriptions can be found in the University's General Catalogue, available by visiting the University of Connecticut Website: http://www.catalog.uconn.edu.

Courses

REQUIRED FOR ALL MARKETING MAJORS
MKTG 3208 - Consumer Behavior, or MKTG 3209 - Industrial Buyer Behavior
MKTG 3260 - Marketing Research

General Marketing Track
MKTG 3362 - Marketing Planning and Strategy,
    or MKTG 3370 - Global Marketing Strategy
Two MKTG/BUS/ECON Electives (3000-4000 level)

Professional Selling Track
MKTG 3452 - Professional Selling
MKTG 3453 - Advanced Professional Sales
MKTG 3454 - Sales Management and Leadership

Marketing Department
Telephone: 860.486.4133
Fax: 860.486.5246
http://www.business.uconn.edu/marketing