Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (American Marketing Association, 2013). With the advent of new technologies and changing consumer behavior, marketing is changing in shape, yet playing an even more fundamental role.
Many people believe that marketing is just about advertising or sales; however, it is so much more than this. Marketing activities include, but are not limited to, market research to understand consumer needs, managing the product or service development process, advertising to communicate value to consumers, designing and managing the distribution channel, and after-sale service support. Even small tasks like replying to consumer feedback or designing a brochure may be thought of as part of marketing.
Why Specialize in Marketing?
Today’s business world is characterized by speed and ever-changing market offerings. A specialization in marketing teaches students how to identify and address the winning strategic moves, and apply them in business environments. Students interested in pursuing an entrepreneurial venture, general management, or just an understanding of the market will all find value in the marketing specialization. It will help prepare the student to handle a wide array of challenges. For example, new media and social networks may be perceived as a threat or opportunity depending on whether you understand and benefit from these emerging platforms.
You’ll examine fundamental issues such as changing consumer behavior, decision-making journeys, satisfaction and value creation. Winning strategies associated with big data/analytics, social media, Internet commerce, brand management, sales, innovation, and retailing are covered with an applied focus using case studies, simulations, classroom discussions and project assignments. A relevant curriculum and cutting-edge applied research allows you to dig deeper and mine new insights both at the fundamental and applied levels.
Career Opportunities in Marketing
A marketing career involves positions in new generation market research agencies, advertising agencies, and product and/or brand management, as well as sales management in various industries. Marketers develop the positioning, pricing and strategic direction for brands. They oversee the value development throughout various stages of the product life cycle. Improving brand value and creating sustainable profitability for the stakeholders become possible.
Finally, marketers lead the cross-functional teams and function as information hubs to steer the organization towards common marketing goals and objectives. The impact of marketing strategy aligned with business goals and objectives is critical for business leadership. Hence, specializing in marketing provides a fulfilling opportunity for individuals who want to excel in their careers. All of these responsibilities require strong analytical skills that flourish with rigorous quantitative and qualitative training that are the main pillars of OzU Marketing education.
Sample Courses in Marketing
The following includes a list of commonly-offered courses in the Marketing area. Please see BABUS MKTG Area Electives for further details on course descriptions.
MKTG 311 Marketing Research
MKTG 312 Integrated Marketing Communications
MKTG 313 Marketing Strategy
MKTG 315 International Marketing
MKTG 316 Retail and Shopper Marketing
MKTG 317 Marketing and Society
MKTG 318 Entrepreneurial Marketing
MKTG 320 Strategic Marketing Communications Management
MKTG 322 Brand Management
MKTG 412 Sales Management
MKTG 413 Distribution Management
MKTG 415 Consumer Behavior
MKTG 416 Personal Selling and Sales Management
ENTR 304 User Centered Design
MGMT 316 Behavioral Decision Making