Contact Person: Paul Solomon • (813) 974-5995
This specialization is an applied program. It provides students with the skills and knowledge needed to succeed in a customer driven marketplace. Marketing Strategy is designed for people who plan to seek employment in marketing and those from other disciplines who want a customer-driven focus to their studies. The student will expect to complete the Marketing Strategy Track with a project portfolio of market driven skills. Students will be able to perform some or all of the following functions:
- Conduct market analysis
- Conduct market research
- Construct a marketing plan
- Conduct a service audit
- Develop a logistics plan
- Perform a SWOT analysis
- Assess strategic plans
- Perform market segmentation analysis
Students must complete MAR 6816 Marketing Strategy and two elective courses:
- MAR 6158 International Marketing Management
- A study of marketing management activities from the perspective of firms doing business across national boundaries. Emphasis is upon aspects of marketing which are unique to international business and problem-solving within an international context. (Prerequisite: MAR 6815 Marketing Management).
Faculty: Miriam Stamps, Jeannette Mena - MAR 6216 Logistics and Physical Distribution Management
- A study of managerial methods focusing on the establishment and control of optimum customer service levels in the areas of inventory, transportation, fixed facility location, material handling, and information. Component parts of each system are analyzed quantitatively, reading, lecture, and case analysis. (Prerequisite: MAR 6815 Marketing Management).
Faculty: James Stock - MAR 6336 Promotional Management
- A project-oriented class that has students develop promotion plans for small, medium and large businesses. It focuses on positioning, media selection, frequency strategy, message strategy, and the like. (Prerequisite: MAR 6815 Marketing Management).
Faculty: Paul Solomon, Barbara Lafferty - MAR 6646 Research for Marketing Managers
- A study of marketing research methods and information systems and their relationship to marketing decision-making. Topics include value and cost of information, sample design, questionnaire design, statistical analysis, and report presentation. Lecture, reading, case analysis, and projects. (Prerequisites: MAR 6815 Marketing Management, ISM 6021 Information Systems, and QMB 6305 Management Decision Analysis).
Faculty: Dave Ortinau, Sajeev Varki - MAR 6816 Marketing Strategy (required of all students in track)
- A study of strategic marketing planning and problem-solving processes as practiced by the modern market-oriented firm. The course is designed to develop marketing problem-solving, decision-making, and planning skills through the extensive use of case analysis. The course should be taken as the capstone course of the track.
(Prerequisites: MAR 6815 Marketing Management and a logistics, brand, research or international marketing course).
Faculty: James Stock, Paul Solomon, Sajeev Varki - MAR 6936 Supply Chain Management
- A study of the methods for total organizational flow of raw materials, transportation, service levels, and information flows related to optimizing of customer satisfaction. (Prerequisite: MAR 6815 Marketing Management).
Faculty: James Stock - MAR 6936 Brand Management
- This course will focus on important issues facing brand managers who are managing existing brands. The focus of the course will be at the level of the brand and the discussions will pertain to issues involved in the development and implementation of brand strategies. The course will view brands as strategic assets owned by a firm and emphasize how to leverage them to meet the overall corporate objectives of a firm. (Prerequisite: MAR 6815 Marketing Management).
Faculty: Anand Kumar, Barbara Lafferty, Paul Solomon, Dipayan Biswas - MAR 6936 Consumer Behavior
- This course is designed to help students gain an understanding of the psychological processes that influence consumers' behaviors in the market place. The course will focus on how managers can take actions based on insights about these processes that can facilitate changing (or influencing) consumer beliefs, attitudes and eventually their actions. (Prerequisite: MAR 6815 Marketing Management).
Faculty: Anand Kumar, David Ortinau, Barbara Lafferty, Adam Craig - MAR 6936 Sustainable Marketing
- A course designed to complement the sustainability track. It is designed to help the student understand the challenges and opportunities with respect to marketing an organization that strives to be sustainable. (Prerequisite: MAR 6815 Marketing Management).
Faculty: Barbara Lafferty
Advanced Marketing
Contact Person: Paul Solomon • (813) 974-5995
The advanced marketing track builds on the basic marketing strategy track. It provides additional depth in marketing coursework and prepares the student to function in a broad range of marketing/business environments. An Advanced Marketing Certificate will be awarded to those who complete the marketing strategy track, complete six hours of additional coursework beyond those taken for the marketing strategy track, which may include an internship, independent study, or directed research. Full-time and international students with limited real-world experience are encouraged to do an internship. Students employed full-time in a career path they desire to enhance or change are encouraged to do an applied internal project at their work. The goal of both the internship and the internal project is to give the student entrée to higher levels of marketing management.
One or two courses in the advanced track can be selected from courses offered in the marketing strategy track.
- Logistics
- Supply Chain Management
- Promotion Management
- Brand Management
- Consumer Behavior
- Sustainable Marketing
- Research for Marketing Managers
- International Marketing
In addition there may be special topics courses offered periodically in the marketing area, such as:
- Product Development
- Advanced Logistics
- Sales Management
A second course taken for the track can be selected from:
- MAR 6907 Independent Study
- A study undertaken with a faculty member that involves the study of marketing in a wide variety of settings. This would include an internship with a firm in which the student is not employed. A contract between the faculty and the student is required.
Faculty: Paul Solomon - MAR 6916 Directed Research
- A study that utilizes quantitative and or qualitative data collection and analysis in an applied setting. The student would undertake the study under the direction of a graduate faculty member. A contract between the faculty and the student is required.
Faculty: Paul Solomon
