UMass SealUniversity of Massachusetts Amherst - 2007/08 Guide to Undergraduate Programs
[ Home ][ Undergraduate Admissions, Expenses, & Financial Aid ][ Academic Information ][ Schools & Colleges ]
[ Departments & Programs ][ Other Academic Opportunities & Services ][ General Information ][ Site Index ]
[ APPLY NOW ]
Department & Program Listings
[ Departments & Programs A-D ]
[ Departments & Programs E-L ]
[ Departments & Programs M-R ]
[ Departments & Programs S-Z ]
[ Departments & Programs - Show All ]



Marketing

Marketing | Courses | Faculty

359 SOM Building

Degree: Bachelor of Business Administration

Contact: Easwar Iyer
Office: 221A SOM Building
Phone: (413) 545-5667

Head of Department: Associate Professor Easwar Iyer. Professors Berkowitz, Schewe, Weinberger; Associate Professors Brashear-Alejandro, Debevec, Diamond, Milne; Assistant Professors Brown, Chan; Lecturer Goldman.

The Field

Marketing is a field that goes beyond simply selling, advertising or retailing. It is a function characterized by rapid changes in techniques and knowledge. One definition describes marketing as the process in a society by which the demand structure for economic goods and services is anticipated or enlarged and satisfied through the conception, promotion, exchange, and physical distribution of goods and services. This statement views marketing broadly, and it shows the broad range of activities in the field of marketing. To accomplish the task of marketing, a wide variety of activities or functions must be performed. Information must be gathered to guide the design of new products and to redesign improved models of existing products. In addition, many marketing functions arise in connection with physical distribution. Questions of speed, cost, storage, and care in handling as well as proper assortments arise. Prospective buyers, both industrial and household, must be informed about goods and services through advertising, selling, packaging, and other promotive means. Each of these major tasks contains a number of minor functions. And, most important, each activity has to be managed, so marketing management supervision must be emphasized as well.

The Major

Requirements

For required freshman-sophomore and Isenberg School core courses, see under Isenberg School of Management.

Required Courses in the Major:
MARKETNG 412 Marketing Research

Any three of the following Managerial Marketing elective courses (not all courses are offered every semester):
410 Consumer Behavior
421 Product Strategy
422 Promotional Strategy
425 Sales and Distribution Strategy
437 International Marketing
441 Marketing Management
450 Direct Marketing
455 Internet Marketing
460 Non-Profit Marketing
465 Retailing Management and Technology
491B Business to Business Marketing
491G Tools for Professional Success
491K Advanced Promotional Strategy
491S Small Business Marketing
or any other MARKETNG 491 course

Six credits of upper-level electives in the Isenberg School. These can include Marketing courses.

Twenty-four free elective credits, twelve of which must be taken outside of both the Isenberg School and the Economics Department.

Career Opportunities

Career possibilities in marketing are as varied as the wide variety of marketing functions that must be performed and managed. A number of these are as follows:

Marketing Research
A career in marketing administration typically follows the attainment of success in the fields of sales, advertising, or research. A marketing manager has responsibility for the overall guidance of the marketing program or for particular facets of the total program which include the product line (product management), sales (sales management), advertising (advertising management), channels of distribution (trade relations management), and the like.

Advertising
The advertising field offers many challenging career possibilities. Some jobs exist with advertisers (manufacturers and re-sellers such as retailers); some are with advertising agencies that develop campaigns and programs for clients; thorough grounding is expected in marketing and also a knowledge of English, art, psychology, and related communications and behavioral science fields depending upon which aspect of the field is emphasized.

Retailing and Wholesaling
Sales work and merchandising are among the important job categories in these institutions. People may start as management trainees in department stores or large corporate retail or wholesale chains. Small resale enterprises are also offering fruitful opportunities for many marketing graduates.

Selling
In all selling it is important to distinguish between the clerk or “order-taker” who performs routine functions and the creative salesperson who must build buyer interest and desire for a brand or a service. The latter must be well trained in the product or service line and be able to deal with management personnel of firms that are contacted.

Special Requirements

Independent Study
Requirements with regard to MARKETNG 496 Special Problems (Independent Study): developing an independent study topic/project is the responsibility of the student; sponsorship of this project is dependent upon its academic value and the ability of a potential sponsoring faculty member to devote sufficient time to the effort. Meeting of the following requirements does not insure that an independent study project will be sponsored:

1. Students must be marketing majors.
2. A typed statement elaborating the purpose of the project and giving an outline of the proposed activity must be submitted to a prospective faculty sponsor.
3. Students may be asked to meet periodically with the sponsoring faculty member.
4. In most instances students will be asked to complete a comprehensive written account of their independent study project.
5. Acceptance of the sponsorship must be agreed to prior to the end of the add/drop period for the relevant semester. Students are urged to seek a faculty sponsor during the semester prior to the semester during which they desire to enroll in MARKETNG 496.

Internship Policy—Marketing 398
An internship activity consists of a student experience in a practical setting. Internship for academic purposes must have an academic value beyond that of practical employment on a part-time or semester basis. Moreover, the internship must have a logical integration with the student’s academic course of study.

The policy of the marketing department is not to give academic credit for work experience. The responsibility of the student is to develop an internship experience which clearly has academic value to the student’s course of study.

Stipulations
1. Only Marketing Majors may register for MARKETNG 398, and no more than 3 credits will be awarded for this course (mandatory Pass/Fail grade).
2. Required SCH-MGMT courses and courses in a student’s major may not be taken Pass/Fail with the exception of MARKETNG 398, which cannot count as one elective.
3. No Marketing Majors may register for MARKETNG 398 more than once.
4. A marketing faculty sponsor must be found before the end of the add/drop period for the relevant semester. Students are well advised to secure a faculty sponsor during the semester prior to the desired MARKETNG 398 Practicum.

Procedures
1. Prepare a typed proposal detailing:
a) The nature of internship responsibilities;
b) The academic value of the internship to the student’s program;
c) The method of evaluation regarding the student’s performance on this academic component. (Note: the department does not accept diaries or logs of the internship experience as a method of evaluation). It is the student’s responsibility to propose an evaluation plan. While a range of alternatives are acceptable, prior acceptable efforts have included (but have not been limited to) data collection and analysis or an extensive library research report. A faculty member is not restricted to accepting a student’s proposed evaluation method.
2. Obtain faculty sponsorship — A student must obtain a marketing faculty sponsor who will supervise and evaluate the practicum experience.

Marketing | Courses | Faculty