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The Marketing Major

Today’s business environment is dynamic. The advent of social media, digital marketing, and the explosion of mediums where customers can be reached, make it more important than ever that students understand the analytical, technological, and creative aspects of business. From the psychology of consumer decision-making to marketing in a digital world, Ohio University’s College of Business covers an array of topics that help you get ready for the workforce.

Required Marketing Courses:

Marketing majors are required to successfully complete 15 credit hours in marketing core courses. Marketing majors must maintain a 2.2 minimum GPA in marketing major courses and earn a C- or better in each required course in the major. 

MKT 2400 - Introduction to Marketing Management

Provides an introductory coverage of topics in marketing. Offers an early focus on the elements of the marketing mix to assist students when they take the Integrated Business Cluster. Also includes specific assignments designed to enhance College of Business majors' understanding of marketing activities and strategies.

Requisites: College of Business student
Credit Hours: 3.0 

MKT 3580 - Foundations of Professional Sales 

Combines personal selling theory with actual practice. Students learn skills needed for succesful careers in sales and marketing. 

Requisites: MKT 2020 or 2400
Credit Hours: 3.0 

MKT 3790 - Marketing Research

Provides an introduction to the field of marketing research for effective decision-making. Students will learn techniques involved in collection, tabulation, and analysis of marketing information. 

Requisites: (MKT 2020 or 2400) and QBA 2010 
Credit Hours: 3.0 

MKT 4440 - Consumer Behavior

Illustrates the practical importance of understanding consumers’ knowledge and attitudes, incorporating various approaches for assessing such knowledge and attitudes. Identifies major factors that influence how consumers process and learn marketing information and considers various techniques marketers can use to influence consumer attitudes and behavior. 

Requisites: MKT 2020 or 2400 
Credit Hours: 3.0 

MKT 4630 - Marketing Strategy

Capstone course focuses on the integration of marketing knowledge accumulated as a marketing major. Includes situation analysis and development of strategic marketing plans. Consideration is given to the complex dynamic environment in which all marketing activities take place. 

Requisites: 15 Hours in MKT 
Credit Hours: 3.0 

Specialized Marketing Tracks (Optional):

Marketing majors are required to successfully complete six credit hours in marketing elective courses. Students are encouraged to follow a specialized track from the available options: Sales, Marketing Communications, Service Engagement, Markets and Society, Channel Relationships, and Research & Analysis. Students following the specific track are expected to have a better learning experience within their area of interest and should be able to secure a competitive advantage as they seek to pursue a career.  Selection of a track is highly recommended, however, it is not required. 

Sales Track

Provides a balance of professional selling theory and practices to develop those capabilities necessary for success in professional selling and sales management careers. Students will learn the underlying principles and theories that drive planning, organizing, and managing the sales process. By developing an understanding of consultative and relationship building sales approaches, students will learn the persuasion and presentation skills necessary to drive revenue within the selling function of an organization.

Complete six credit hours from the following courses: 

MKT 4580 – Sales Management

Principles and practices in planning, organizing, and controlling sales force. Selection, training, compensating, supervising, and stimulating salespeople. Analysis of sales potentials and costs.

Requisites: MKT 3580 
Credit Hours: 3.0 

MKT 4680 - Consultative Sales

Students will learn how to successfully match the selling process with a decision maker's buying process.

Requisites: Permission and MKT 3580 
Credit Hours: 3.0 

MKT 4780 - Sales Strategy and Technology

Explore the strategy and science of selling. Students learn how to analyze their customers' needs, develop their selling opportunties, use sales technology and understand what customers want from professional salespeople.

Requisites: MKT 3520
Credit Hours: 3.0 

MKT 4900 - Special Topics in Marketing: Entrepreneurial Sales

Students develop personal selling and sales management skills to practice in the unique and diverse arena of entrepreneurial ventures.

Requisites: Permission
Credit Hours: 3.0  

Marketing Communication Track

Provides a foundation of communication theory, research, and knowledge within each element of the promotion mix. Students will learn how to effectively reach target audiences and consumers, gain their attention, and influence their final purchase decisions. Designed to help students develop the skill necessary to design and execute effective marketing and promotion strategies. 

Complete six credit hours from the following courses: 

MKT 4500 - Management of Promotion

Integrates communication theory, concepts, and research with in-depth treatment of the following elements of the promotional mix: advertising, sales promotions, public relations, and point-of-purchase communications. 

Requisites: MKT 2020 or 2400 
Credit Hours: 3.0 

MKT 4300 – Digital Marketing and Sales Strategies

The course is designed to help students learn how to design and execute digital marketing strategies that will effectively reach target audiences, develop their attention, and convert them to customers.

Requisites: MKT 2020 or 2400 
Credit Hours: 3.0 

Service Engagement Track

The service engagement track provides students with training in delivering high-level service to consumers as well as how to manage successful service organizations.The track also provides students with training in how to successfully measure and evaluate the excellence of the service provided. This track prepares students for careers in various consumer service-oriented roles including corporate and store-level retail, recreations, financial institutions, and professional sales management. 

Complete six credit hours from the following courses: 

MKT 4200 - Services Marketing

Reflects the increasing proportion of GNP taken up by the service sector. Industries that do not sell a physical good as their main offering to the public are examined. These could include the recreations industry, government agencies, financial institutions, and professional (legal, medical) services. 

Requisites: MKT 2020 or 2400 
Credit Hours: 3.0 

MKT 4550 - Achieving Customer Satisfaction and Service Excellence

Teaches students how companies can retain their current customers and develop long-term profitable relationships with them. 

Requisites: MKT 2020 or 2400 
Credit Hours: 3.0  

Markets and Society Track

Develops an understanding of the marketing principles driving international business today and the socio-demographic factors that play a role in shaping the global economy. Through knowledge of the major issues facing global marketing managers, students will learn to strategically approach and manage international marketing initiatives in today's business world and leverage sustainable practices within the marketplace.

Complete six credit hours from the following courses: 

MKT 4410 - International Marketing

Focuses on the understanding the major issues facing international/global marketing managers today through the application of marketing principles in the international/global business environment. 

Requisites: MKT 2020 or 2400 
Credit Hours: 3.0 

MKT 4900 - Special Topics in Marketing: Sustainability Marketing

Critically investigate the overlap of marketing and sustainability. Develop your personal brand as a well-rounded businessperson who understands the economic, social, and environmental impact of business decisions.

Requisites: Permission
Credit Hours: 3.0 

Channel Relationships Track

The channel relationships track provides students with training in managing business-to-business functions. The track also trains students in managing the relationships between various types of stakeholders in business-to-business partnerships. This track prepares students for careers in various business-to-business functions including organizational buying, logistics, and supply chain management. 

Complete six credit hours from the following courses: 

MKT 4040 - Logistics and Supply Chain Management

Problems encountered by manufacturer in establishing and maintaining effective distribution system, concentrating on channel design and strategies. 

Requisites: MKT 2020 or 2400 
Credit Hours: 3.0 

MKT 4250 - Business to Business Marketing

Introduces the field of business-to-business (B2B) marketing. Answers the questions: What is business marketing? In what markets does it occur? Topics include: Organizational buyer behavior, methods of assessing business market opportunities, and business marketing strategies. 

Requisites: MKT 2020 or 2400 
Credit Hours: 3.0 

Research & Analysis Track (Permission Only)

The research and analytics track provides students with extensive training on conducting various forms of primary marketing research and rich-data analysis. Students will also develop the ability to manage the research and analytics process, and to turn information into useful business intelligence and insights. This track prepares students for careers in marketing research, analytics, or insights across both service provider and client-side functions. 

Complete six credit hours from the following courses: 

MKT 4700 - Marketplace Analytics

This course provides opportunities to understand the use of data and analytics tools, processes, and techniques for the purposes of generating knowledge, developing business intelligence, and improving managerial decision-making within the context of factors associated with the marketplace.

Requisites: MKT 2400, MIS 4580, and QBA 4720 
Credit Hours: 3.0 

MKT 4940 - Independent Research: Consumer Research Center

Research in selected fields of marketing under direction of faculty member as part of the Consumer Research Center Fellowship program. 

Requisites: Permission 
Credit Hours: 1.0 (repeatable)