The Standard Marketing concentration provides students with the flexibility to tailor their programs to fit a wide array of career interests. Graduates with a marketing major have many career opportunities in the various areas of marketing such as advertising, market research, sales management, or marketing management. The department offers electives that focus in each area. Majors may wish to group their elective courses with a concentration or specific career orientation in mind, although this is not required. A student majoring in Marketing with this concentration must complete the following requirements totaling at least 20.0 hours:

Course Requirements

Communication Requirement

Driehaus students majoring in Marketing must complete MKT 376 for the Communication requirement in the Business Core.

Multiple Marketing Concentrations

While a student may complete more than one Marketing concentration, at least 50% of the courses used for the completion of a second concentration must be unique to the completion of that concentration.

Global Business Perspective

If a MKT course or ICS 350 is shared between Global Business Perspective and the Marketing major, additional hours of Open Elective credit are required.

Junior Year Experiential Learning

Sharing of MKT 393 between Experiential Learning and the Marketing major may be possible; consult with academic advisor.

Degree Conferral Requirements

All Marketing (MKT) courses and any other courses used toward the Marketing major must be completed with a minimum grade of C- and with a combined GPA of 2.000 or higher.

MKT 320


Development of an understanding of the principles, processes, and methods employed in advertising and sales promotion of products and services directed toward consumers and business. Discussion will involve understanding the behavior of the target audience, developing advertising, budgeting for advertising, creating the message and media strategy, and measuring the effectiveness of the advertising program.
MKT 202 and MKT 310 are a prerequisite for this class.

MKT 315


This course provides depth of knowledge to understand and apply important and relevant concepts in marketing such as market demand forecast, product positioning, pricing, marketing performance assessment, and product design. The course covers several hands-on tools that are frequently used by marketers and business-people to generate deep customer insight to aid decision-making in the above-mentioned areas.
MKT 202, MKT 301 and MKT 310 are a prerequisite for this class.

MKT 340


The course is designed to challenge students to think critically about culture and international marketing, with an emphasis and perspective on multicultural markets. The course is structured to examine cross-cultural and intercultural approaches that intertwine with the international business environment and the impact that both have on the marketing of goods and services.
MKT 202, MKT 301 and MKT 310 are a prerequisite for this class.

MKT 352


An introduction to the various types of new products and services, and to the new product management process used by many firms to increase the likelihood of success while minimizing financial risk. Students will learn about new product conceptualization, development, and launch stages of the process, and be introduced to some of the tools and techniques employed in each.
(MKT 202 or FIN 202 or MGT 202) and MKT 301 are a prerequisite for this class.

MKT 360


The course is designed to provide students with an understanding of international marketing within a global framework. The course focuses on marketing concepts, theories, and principles applicable to international marketing management. The course is structured to examine the environmental factors (political, economic, cultural, and demographics) that drive host-country governments' goals and objectives that affect firms and industries operating in developed and emerging markets of the world. Emphasis is placed on marketing strategies to emerging economies in different regions of the world and to how to start, develop and become a truly global marketing force today.
MKT 202, MKT 301 and MKT 310 are a prerequisite for this class.

MKT 377


In the current business environment, companies are focusing their efforts on recruiting well-trained and refined sales professionals who generate substantial revenue. This course is designed to expose students to the energy, decorum, techniques and methods of superior selling sought after in today's business environment. Coursework will examine networking techniques and ways in which to identify high-potential opportunities. Application of techniques is crucial to learning this material; therefore students will be given the opportunity to implement learned techniques via real-world selling activity.

MKT 378


Students taking this course will be provided with a comprehensive understanding of sales strategy and sales technology used to optimally organize and deploy sales resources. At the heart of this course is an introduction to the principles of customer relationship marketing and customer acquisition programming. Students will learn via lecture, text, guest lecturers, exposure to the latest technological tools and current case study. This course will benefit participants by providing a true perspective as to what role sales plays today and will play in the future of customer-centric organizations.
MKT 202, MKT 310 and (MKT 376 or MKT 377) are a prerequisite for this class.

MKT 379


This is a strategic sales course which emphasizes strategic leadership (setting the course), organization leadership (selecting, organizing, motivating, measuring and conflict resolution), and personal leadership (leading people, leading talent and leading yourself) in today's changing sales organization.
MKT 202, MKT 310 and (MKT 376 or MKT 377) are a prerequisite for this class.

MKT 380


Students are introduced to concepts of the retail business model which include: identifying the target consumer and market, development and implementation of merchandising plans, interaction with supply chains, management of human resources and the financial implications of decisions at the corporate and store levels.
MKT 202, MKT 310 and (MKT 376 or MKT 377) are a prerequisite for this class.

MKT 381


Students learn the basic financial products and services that help clients achieve their financial goals and will gain a basic understanding of financial planning. More importantly, students learn how to identify prospects, uncover client financial needs, help clients achieve their financial goals and build the trusted relationships that lead to turning a prospect into a customer and a customer into a lifelong client. The course includes guest speakers, role playing, presentations and the development of a personal financial plan for each student.
MKT 202, MKT 310 and (MKT 376 or MKT 377) are a prerequisite for this class.

MKT 382


Successful companies expect their suppliers to act as partners that will help them grow their businesses, not simply to trade share among competitors. Relationships are established between buyer and seller when vendor partners demonstrate and leverage business understanding to build customer volume. In consumer packaged goods, this practice is known as category management. The course is taught through the case method to learn the category management process, use the information systems and data resources available and develop sales presentations that effectively communicate solutions for business problems in three different industries.
MKT 202, MKT 310 and (MKT 376 or MKT 377) are a prerequisite for this class.

MKT 383


This is a strategic sales course which emphasizes the psychology of selling in complex selling situations, identifying the decision maker among multiple contacts, quantifying the value proposition to the customer, and presenting a compelling sales proposal.
MKT 202, MKT 310 and (MKT 376 or MKT 377) are a prerequisite for this class.

MKT 390


Services comprise two thirds of U.S. Gross Domestic Product. This course will explore the identifying characteristics of service marketing as compared and contrasted with product marketing. The conceptual differences in marketing of intangibles vs. tangible offerings to the market will be emphasized. The course will consist of lecture, discussion, readings and cases.
MKT 202, MKT 301 and MKT 310 are a prerequisite for this class.

MKT 393


Internships provide an opportunity to obtain valuable professional experience and contacts in advertising agencies, manufacturing, services, public relations agencies, and communications. Students will work for and study the marketing operations of the firm. The department's internship coordinator will work with each student to obtain placement and approval of the coordinator is required. IME Marketing majors are required to complete one quarter of internship credit. In lieu of internship, IME students may, with approval of the Chair, elect to complete a Marketing elective. MKT 393 qualifies for the Junior Year Experiential Learning requirement. MKT 393 is not repeatable for credit.

MKT 395


The course provides an introduction to Interactive/Internet marketing methods and high-level insight into the technology challenges of interactive marketing. Business to Consumer examples and strategies will be explored in a variety of vertical markets (e.g. financial services, technology, retail, catalog, manufacturing, health care, hospitality and entertainment). Integration with other marketing channels will be discussed. Global, privacy (including legislation challenges) and ethical issues will be introduced. Format will include lecture, guest speakers from the industry, Web browsing, quizzes, analysis and strong emphasis on discussion. A web integrated marketing strategy paper will be developed incorporating all concepts and experiences.
MKT 301, MKT 310, and ([MKT 202 and MKT 305] or an intended/declared HSP Virtual Marketing specialization) is a prerequisite for this class.

MKT 398


Content and format of these courses are variable. An in-depth study of current issues in marketing. Subject matter will be indicated in class schedule. The Marketing department offers special topics in a variety of areas. Students may take more than one special topics course as an elective.

MKT 399


Available to students of demonstrated capability for intensive independent work in marketing.
MKT 301, MKT 310 and permission of the instructor is a prerequisite for this class.

ICS 350


This foreign study course is meant to introduce the student to the world of international life and business as it is today. The course provides students the opportunity to visit and study foreign commercial enterprises on-site as they exist today. Additional emphasis is placed on the understanding overseas cultures, self-reference criteria, and the fact that people around the world can maintain/develop hopes and dreams within their own lifestyle even though it may differ from others. Most courses in this group will count for liberal studies credit as an experiential learning course. See the Director of the Driehaus Center for International Business or the College of Commerce undergraduate office for additional information. Registration with the Driehaus Center is required. International Business Seminars may not be taken Pass/Fail.

MKT 305


This course focuses on how to match research design (exploration, surveys, observation and experiments) with an organization's marketing problems. You will learn how to: design questionnaires, collect and analyze survey data, prepare and conduct focus groups and design experiments. Some knowledge of statistics required.
(MKT 202 or FIN 202 or MGT 202) and MKT 301 are a prerequisite for this class.


MKT 385


This course in professional selling will introduce students to the essentials of effective selling as well as inside sales in the context of professional and collegiate sports. Topics include the sales process, persuasion, handling objections, finding solutions, developing relationships, and serving clients and customers
MKT 376 OR MKT 377