Marketing Major

This major focuses on the principles and practices of marketing, including market research, consumer behavior, brand management, and digital marketing. Students develop skills in strategic marketing, product development, pricing strategies, and promotional campaigns, preparing them for careers in marketing departments, advertising agencies, and market research firms.

Learning Objectives:

• Understand the fundamentals of marketing and its role in business strategy.
• Develop skills in market research, data analysis, and consumer behavior analysis.
• Learn techniques for creating and implementing effective marketing campaigns.
• Explore the principles of brand management, product development, and pricing strategies.
• Analyze and interpret market data and consumer trends.
• Develop critical thinking, creativity, and strategic planning skills for effective marketing practices.

Main Outline:

1. Introduction to Marketing - Overview of key concepts and practices in marketing.
2. Market Research - Principles of market research, data collection, and analysis.
3. Consumer Behavior - Principles of consumer behavior, decision-making processes, and motivations.
4. Brand Management - Principles of brand management, identity, positioning, and equity.
5. Product Development and Management - Principles of product development, innovation, and lifecycle management.
6. Pricing Strategies - Principles of pricing strategies and pricing techniques.
7. Digital Marketing - Principles of digital marketing, including SEO, social media, and email marketing.
8. Promotional Strategies - Principles of promotional strategies, including advertising and public relations.
9. Hands-On Marketing - Real-world experiences through internships and projects in marketing departments or advertising agencies.
10. Marketing Capstone Project - Comprehensive project applying skills in market research, brand management, or digital marketing.

Assessment Methods:

• Market research reports, consumer behavior analyses, brand management strategies, product development plans, pricing strategy analyses, digital marketing campaigns, promotional strategy plans, internship reports, capstone projects, group projects, and internship evaluations.

Recommended Textbooks:

• "Principles of Marketing" by Philip Kotler and Gary Armstrong.
• "Market Research" by Naresh K. Malhotra.
• "Consumer Behavior" by Michael R. Solomon.
• "Strategic Brand Management" by Kevin Lane Keller.
• "New Product Development" by Karl T. Ulrich and Steven D. Eppinger.
• "Pricing Strategy" by Thomas T. Nagle and Reed K. Holden.
• "Digital Marketing: Strategy, Implementation, and Practice" by Dave Chaffey and Fiona Ellis-Chadwick.
• "Integrated Marketing Communications" by Don E. Schultz and Heidi F. Schultz.

Prerequisites:

Basic knowledge of business, economics, and communications. Suitable for students interested in marketing and advertising.

Duration of the Major:

Typically 4 years to obtain a bachelor's degree, including coursework, projects, practical training, and internships.

Degree:

Graduates may obtain a degree in marketing and pursue higher education or professional certifications in related fields.

Target Audience:

Aspiring marketing managers, market researchers, brand managers, digital marketers, advertising specialists, and individuals seeking jobs in marketing departments, advertising agencies, and market research firms. This major equips students with the skills needed to excel in marketing and support careers in marketing, advertising, market research, and related fields.