Concentration in Market & Customer Management
Overview
Marketing is not what it used to be. In fact, it's a lot more. In today's complex and competitive environment, a marketing professional may manage products, services, brands, and customers. At Terry, students with a concentration in marketing explore the traditional area of product management alongside the emerging topics of managing brands, services and customers. In addition, Terry recognizes that launching a marketing campaign for a new product is vastly different from managing a century old established brand. Thus, students may pursue two different Market & Customer Management paths: Corporate Marketing or Marketing for New Business Entrants.
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Corporate Marketing
Products, Brands, Customers, and Services
Effective marketing requires a strong analytical skill set. Marketers must have the ability to critically analyze data to make intelligent decisions. Alongside coursework for managing products, services, brands, and customers, students explore market analysis tools and techniques to better guide successful marketing strategies. Electives within the Corporate Marketing track enable students to broaden their understanding of the scope of marketing within the corporation - from supply chain management to managing human resources.
Required Courses
- New Product & Brand Management - MARK 7760
- Services Marketing - MARK 7620
- Channel & Customer Management - MARK 7810
- Marketing Analytics & Decision Making - MARK 7980
Electives
- Supply Chain Management - MGMT 7130
- Service Operations - MGMT 7260
- Economics of Managing Organizations (HR & Human Capital)
- Competitive Strategy & Structure
- Financial Statement Analysis - ACCT 7600
- Data Management, Warehousing, & Mining - MIST 7770
Marketing for New Business Entrants
Marketing for the Entrepreneur
Managing the brand of a century old Fortune 500 company is indisputably different from launching a marketing campaign for a company still in its infancy. Using courses in the essential marketing topics - managing products, services, brands and customers - as a foundation, this entrepreneurial-minded track incorporates courses in creating and implementing a formal business plan. Through the experience of building a business from the ground up, students gain valuable insight into the role of marketing strategy at the launch of a new business.
Required Courses
- New Product & Brand Management - MARK 7760
- Services Marketing - MARK 7620
- Channel & Customer Management - MARK 7810
- Marketing Analytics & Decision Making - MARK 7980
Electives
- Entrepreneurship & New Venture Formation - MGMT 7500
- Developing Business Plans - MGMT 7510
- Implementing Business Plans - MGMT 7520
- Financial Statement Analysis - ACCT 7600
