Undergraduate Academic Specializations

The Marketing Department offers undergraduate course work in four marketing options leading to a Bachelor of Science in marketing.

Services Marketing Option

Over 70 percent of the United States Gross National Product can be traced to service industries. Businesses recognize that the marketing of services is fundamentally different from marketing of physical goods. The services marketing concentration provides students with a broad background for services marketing and draws attention to the opportunities which exist in this area. Armed with this knowledge, students are likely to enjoy a competitive advantage in employment in careers such as in the hospitality industry.

This concentration consists of three courses including services marketing, either personal selling or promotional strategy, and a choice among non-profit marketing, retail marketing or business marketing. In addition, the student selects supporting courses from among various sequences (15 credits in five courses) across a wide array of fields to provide a background in a specific service industry. Examples include banking, entrepreneurship, health/hospitality service, tourism and others.

Sport Marketing Option

Sport is big business and growing rapidly. According to a recent survey, the U.S. sports industry generates more revenue ($213 billion) than agriculture and motor vehicle sales combined. Jobs in sport being created today need individuals with a strong business background to run, what is often, a multi-million dollar business. In fact, over 75 percent of the jobs being created in sport are marketing related, according to the Sport Business Journal. Students graduating with a concentration in sport marketing might find themselves working with a sport property in brand building activities, sponsorship development, special community projects, media relations or ticket sales. All require a solid marketing foundation.

The concentration consists of three courses including principles of sport marketing, services marketing and either professional selling or promotional strategy. In addition, the student selects supporting courses (15 credits in five courses) from an advisor-approved list that includes several additional marketing courses created specifically to support this concentration area. These include sport promotion, sport strategy, best practices in sport marketing and international sport marketing.

Technical Marketing Option

Probably the first of its kind in the nation, the technical marketing option was created to meet the evolving marketing needs of high technology-based organizations. Most issues confronting today’s organizations demand a “cross functional,” integrated understanding of business. Their marketing personnel must understand many functions such as production, engineering and quality control. Exposure to courses in science and technology prepares graduates to interact with technical professionals. Students pursuing this option are likely to have a competitive advantage with employers in such positions as product development specialists, technical service representatives, customer support team members, and sales engineers.

The concentration consists of three courses including professional selling and business marketing plus a choice among promotional strategy, sales management, services marketing or product management. In addition, the student must meet with a technical advisor to develop a sequence (15 hours in five courses) appropriate for that student’s objectives. Examples of technical tracks include: engineering, chemistry, computer science, packaging science, logistics, environmental science, food science and graphic communications.

General Marketing Management Option

The marketing management option is the most general and is for students who are either unsure of the specific area of marketing they want to pursue or are not interested in the other two options. This option provides students with broad knowledge of marketing strategy and tactics. Students who select this option typically seek positions in retail management, advertising, brand management, sales and sales management, marketing administration and small business management. The concentration consists of three courses including either (1) professional selling or promotional strategy; (2) either retail marketing, business marketing, services marketing or non-profit marketing; and (3) any one additional marketing course. The sequence of support courses (15 hours in five courses) includes options from business-to-business, communications, general, pre-law, pre-MBA and public sector.