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Marketing is a broad field offering a myriad of opportunities for you to apply your unique aptitudes. Some marketing careers require more quantitative, technical, analytical, or organizational abilities, while others utilize creativity, perceptiveness, insight and verbal ability.

Career possibilities include:

• marketing analytics - provide data-driven solutions to help inform marketing strategies and tactics (read about recent graduates and their careers in this growing field and read a SAS article about the MU Crosby MBA Program)
  
• market research - conducting focus groups, gathering and analyzing survey data, and creating complex quantitative models of purchase behavior using retail scanner data;
• market analysis - the study of environmental trends, competition and markets to better identify and understand unmet customer needs;
• product management - responsibility for marketing a specific product or product line;
• category management - responsibility for managing the selection, purchasing and merchandising of an entire product category;
• customer business development - cultivating and managing relationships with customers;
• channel management - designing, developing and organizing a network of firms to collaborate in the production and marketing of products to customers;
• business-to-business relationship management - cultivating and managing relationships with suppliers, resellers, and other organizations involved in the marketing network;
• management consulting - particularly in areas related to the identification of customers, competitor analysis, and the development of marketing activities and networks to create and provide value to the target customers.

Explore marketing careers further....

• Mrktng 7460 Managerial Marketing* (1.5)  Introduces concepts and theories for marketing decision making.  Provides an overview of principles and tools to analyze and understand marketing situations in order to develop and execute appropriate marketing initiatives.
• Mrktng 7470 Advanced Marketing Management* (1.5)  Develops knowledge and skills to manage marketing activities at the strategic and tactical levels.  Course utilizes case studies, interactive class exercises, and advanced marketing readings.  Students will learn to apply relevant concepts for effective marketing strategy development, marketing planning, and implementation of marketing mix decisions.
• Marketing Elective (3)

• 8001 Topics in Marketing (1-3)  Selected topics in marketing.  Recent topics have included Consumer Motives, Decisions & Happiness; Marketing Databases & SQL; and Advanced Marketing Analytics.
• 8060 Competitive Marketing Strategy (1.5) This course builds on the foundations of MRKTNG 7460 and MRKTNG 7470. The course focuses on competitive games & marketing strategies, quantitative market intelligence-based design, execution, and adaptation of a market-driven business strategy to improve a firm’s financial performance over time in a competitive environment. The course uses a competitive, multi-period, marketing simulation game in which students are assigned to manage one of several firms competing in an industry.
• 8070 Marketing Business Models (1.5) This course focuses on the formulation and analysis of marketing strategy and contemporary business models for creating and capturing value in different industries such as consumer goods, services, retailing, media, sports, entertainment, and online businesses. Business revenue and profit models will be evaluated in conjunction with marketing performance.
  
• 8280 Advanced Marketing Research (3)  Methods for generating and using information related to marketing decisions.  The course is aimed at the manager who designs, conducts, and/or uses the research.  Emphasizes the design of research studies to inform managers' decisions and techniques for gathering and analyzing primary and secondary data.
• 8350 Business-to-Business Marketing (3)  Advanced study of the marketing of goods and services to business customers; customer relationship management and functionally integrated approaches to solving business problems.
• 8420 Sales Force Management (3)  Overview of the theory and practice of sales management, determinants of sales performance, and managers' actions to direct, influence, and control sales performance.
• 8480 Relationship Marketing (3)  Focuses on the development of relationship marketing strategies and programs.  The relevant business models, the concept of customer lifetime value, and financial as well as behavioral aspects of managing customer relationships.  Database marketing methods and interactive tools for profitably managing customer relationships are also discussed.
• 8520 Services Marketing (3)  Focuses on service marketing problems and strategies of goods and service organizations.  Subjects covered include the nature of services, organizing for service delivery, managing demand, tailoring the customer mix, and managing supply.
• 8580 Product Management (3)  Focus is on new product/service decisions and development processes.  Discussion emphasized analytical approaches to new product portfolio decisions and the research needed as input to such decisions.  Program strategy, opportunity creation, concept development, product testing, demand estimation, and results evaluation are stressed.
• 8680 Database Marketing (3) A quantitatively-oriented, hands-on course regarding the use of customer data for making decisions about marketing campaigns and targeting of individual customers. Concepts and applications in this course emphasize statistical analyses of large datasets involving customer records. The analytical and statistical programming skills learned in this course should be useful in any data-oriented business environment.
  
• 8720 International Marketing (3)  Strategic and managerial issues associated with international trade and international marketing.  The course focuses on managerial decision making in the differing and complex environments across foreign markets, alternative methods by which firms enter foreign markets, and the development and implementation of international marketing strategies.
• 8750 Brand Management (1.5) This course focuses on the creation and execution of profitable brand strategies. Examines the practice of branding, the key components of brand equity, and how firms can build and sustain successful brands in competitive markets.
  
• 8760 Marketing Engineering (1.5) A systematic, analytical approach to marketing decision-making. Students will be able to build their analytical skills through a combination of lectures, Excel-based software tools, and business case studies. Emphasis is on hands-on approaches for solving real-world marketing problems in domains such as segmentation, targeting, positioning, and resource allocation. The course will help students understand the financial impact of marketing expenditures including ROI assessment. 

Marketing encompasses many diverse activities, and the MU marketing faculty has similar breadth and diversity. One characteristic they share, however, is that they are recognized leaders in their academic fields. MU faculty members hold prestigious editorial board positions at top marketing journals and the top international business academic journals. They have also had a wide variety of business experiences that they bring to the classroom, including retail, production, sales, multimedia, market analysis, advertising, marketing strategy, new product development, strategic planning, product and general management, and international exporting.

Ongoing research projects include

• product design effects on consumers, the modern culture of celebrity,
• internet marketing, e-commerce, and instructional technology
• problems in business-to-business marketing such as analysis of sales incentive programs
• investigating stakeholder influence on the financial outcomes of a firm
• retail pricing and category management, pharmaceuticals marketing, marketing decision models, sales force resource allocation and compensation strategies
• assessing returns on marketing strategy and decision-making; customer-frontline interface in service organizations; applications of duration models to understand timing of marketing phenomena
• new product development, sustainability and teaching methods
• consumer goals and motivation; consumer memory, judgment, and decision-making; brand management; advertising and persuasion; timestyle and time consumption
  
• consumer values (especially materialism), the role products play in people's lives, and the influence of advertising on self-perceptions and perceived quality of life
• interorganizational behavior, marketing relationships, interdependence, fairness, trust and conflict in business relationships
• franchising, marketing channels and survey research methods
• global marketing strategy, export marketing, and international joint ventures/foreign market entry strategy
  
  

Last Edited: 4/25/2011