"We have put together a concentration that covers marketing principles and current thinking in marketing theory and practice, while drawing from a lot of Drucker's philosophies on marketing. Our teaching approach allows students to apply marketing concepts via case studies and live projects and this prepares students to tackle any marketing related issue in any industry. Our student body is diverse, which encourages rich classroom discussion. We have a team of outstanding faculty who support our marketing program, each of whom are selected for their unique experiences and contributions. We also have a chapter of the American Marketing Association on campus that is student run and so there are a lot of opportunities to get involved with like-minded students and network with professionals at marketing events. I am very proud of what we have achieved in the marketing concentration."
Prof. Jenny Darroch,
Marketing Concentration Advisor
Student Clubs/Associations of Interest
American Marketing Association (chapter)
If you are interested in identifying and satisfying consumer needs, or communicating product benefits to a target group of customers, the marketing concentration could serve you very well. Both businesses and non-commercial institutions attempt to anticipate, manage, and satisfy demands for goods and services. In this concentration, you will learn ways to successfully conceive, promote, price and distribute such products and services. Students with a marketing concentration frequently go on to careers as brand or product managers, market researchers, account executives, market analysts, media planners, technical sales reps, and consultants.
ELECTIVE COURSES IN MARKETING
MGT 324 Marketing Research (4 units) The aim of this course is to introduce students to the design and implementation of marketing research. Emphasis is placed on the appropriate choice and design of marketing research, methodologies and interpretation, use and dissemination of marketing information. Both qualitative and quantitative approaches are addressed. By the end of the course, students should be able to: (1) understand each stage of the marketing research process; (2) appreciate different qualitative and quantitative approaches to conducting marketing research; (3) be able to construct a survey and analyze survey data; and (4) be able to ascertain the quality of any research proposal or completed study they might be presented with. Emphasis will be placed upon establishing the usefulness of the research to aid managerial decision-making. (Fall)
MGT 323 Consumer Behavior (2 units) The course looks at factors that influence what we buy and consume. It draws on all the behavioral sciences using a well-informed and global text, cases, visual material, and class discussion. Each class session will involve multimedia materials, a case discussion, and lecture and discussion of text-related material. Our focus is primarily managerial, but also considers social, environmental, and individual implications of our behavior as consumers. (Fall)
Prerequisites:MGT 321: Marketing Management
MGT 322 Advertising Practicum (4 units) This course will provide the student with a hands-on practicum in the art and science of advertising for a client. It is designed to go beyond text book readings and lectures to provide an intense practical experience that will be useful for anyone who may come interact with advertising, either on the agency side or the client side.
The class will address a number of issues from the perspective of an advertising firm: What is the role of advertising in creating awareness and influencing preference, sales and loyalty? How does an advertising firm create a robust and effective advertising strategy that meets both the client’s goals and approval? How can they be prepared to effectively communicate an advertising strategy to stakeholders on the client side. (Fall)
Prerequisites : MGT 321 Marketing Management
MGT 329 New Product Development (2 units) The course objectives include for students to understand the new product development process, gain an understanding and be able to use analytic methods for all stages of product planning, development, launch, and control, understand effective internal structures for implementing innovation processes, and learn how to assess and improve new product development and management performance. (Spring)
MGT 330 Sustainable Business (2 units) Arguably, no other issue is more in the forefront of contemporary management than the issue of the impact of human activity, including business activity, on the natural environment. In addition to the longstanding issues of exhaustion of global resources, degradation of the environment and loss of biodiversity, recent evidence suggests that global warming or “climate change” is a growing and urgent problem that must be addressed in the near term to avoid long-term and disastrous impacts.
What has come to be known as “sustainable business” is a set of principles and practices that reduce the environmental footprint of business activity. However, the issue of sustainable business goes beyond this core of principles and practices. As environmental impact issues evolve, and as individuals and societies become increasingly engaged in seeking to moderate and even reverse environmental harming, managers must also develop an understanding of the social, political, and regulatory forces at work in the business environment. In addition, the development of sustainable business practices and products is changing the structure and processes of competition across a wide variety of industries. It is also providing numerous opportunities for the development of new products and new business processes. (Spring)
"I have really enjoyed the courses at Drucker. Marketing Strategy course is among my favorite here because we worked with real clients, and provided them with real options for their marketing plans. This experience has been vital as I prepare for a career as a marketing consultant. I also enjoyed the Drucker Difference class because it allowed me to meet all of the professors before taking their primary courses. In my experience, Drucker feels like a cohesive family-like environment."
—Serena Zelezny, Alumnus
MGT 352 Marketing Strategy (4 units) The purpose of the course is to provide participants with the insights and skills necessary to formulate and implement sound marketing strategies. This objective will be accomplished through the learning of basic marketing paradigms, the completion of case analyses, and the completion of a culminating project that applies the course material to the participant's firm and industry.
The text, readings, lectures, and case discussions will provide a detailed perspective on important paradigms that serve as the basis for marketing decision-making. These paradigms include marketing phenomena (e.g. customer decision making; how customers decide they need a product or service as well as how they select a particular product or service to meet their need, the product life cycle; how sales history for a product can be used to model expected sales for related products, the market's response to a firm's marketing tactics; the same-period, dynamic (multi-period) and interaction effects of marketing activities), analytical approaches (e.g. simple predictive models of market size and market share, models predicting the rate at which new products "diffuse" across a market), and managerial decisions (e.g. the selection of a particular product positioning within a segment).
Upon completion of the course, participants should be able to recognize the factors that influence the likelihood of success of their marketing decisions and thereby improve their marketing decision-making. Participants will also be able to create a comprehensive marketing plan that appropriately plots a suitable course of action (and attendant anticipated consequences). This Marketing Strategy course is appropriate for persons who have successfully completed an introductory marketing course and who are responsible for marketing decision making in their organization. (Spring)
Prerequisites: MGT 321 Marketing Management
MGT 414 Marketing of High-Technology Products and Innovations (2 units) This course will provide students with a solid grounding in the basic principles and practices of high tech marketing including: understanding how high tech marketing differs. What are the key issues that high tech marketers must address? Different approaches to pricing value based pricing , an approach which focuses on value rather than price. Two central theories of high tech marketing: Geoffrey Moore and Clayton Christensen. This course will rely on a mix of lectures, in class group discussions and case analysis as the teaching methods. (Summer)