Marketing

Conducting Marketing Research

Use the marketing research process to define a problem/opportunity, design the research project, collect data, analyze data, and take action. Generate a survey instrument, know how and when to apply statistical techniques (t-tests, cross tabs/chi square, ANOVA, correlation, and regression), and conduct conjoint analysis.

Generating Consumer Insights

Find novel and effective ways to profitably meet and exceed customer needs and desires through a deep understanding of consumer psychology.

Advertising and Promotion Management

Use professional skills to plan, design, and critically evaluate marketing communications.

Developing a marketing strategy

Develop and implement a marketing strategy to address a specific target market with a cohesive marketing mix of product, price, promotion, and place.

Specialization Track

Marketing students should, through their selection of electives, develop deep skills in at least one of the following areas: digital marketing, marketing analytics, or professional sales.

• Digital Marketing - Improve website performance through implementation of the following tactics: web design, search engine optimization, paid search advertising, display advertising, email marketing, social media, and more.
• Marketing Analytics - Generate market insights and inform profitable marketing decisions through analysis of primary and secondary data. Students develop fluency in statistical programming and apply it to execute a variety of projects both common and emerging in the practice of marketing analytics.
• Professional Sales - Improve company profits by facilitating and managing customer exchange relationships.