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Selling and advertising are viewed as the essence of marketing, but there is much more. Marketing is a broad and integrated system of activities intended to achieve organizational objectives by providing satisfaction to customers. To understand the competitive arena and anticipate customer needs, marketers conduct research to provide the right products and quantity, within the right assortment, with the right message, at the right place, price, and time.
The marketing concentration is launched with an introduction to buyer behavior and market measurement. Students then select three key courses such as retailing, sales management, direct marketing, and market research. An integrative case course, Marketing Strategy, summarizes this concentration.
Marketing careers range from professional selling, retail management, marketing research, customer service, brand management, advertising management, and public relations. Entry positions in field sales are typically rewarded with promotions to larger territories, sales management, or enticing offers to sell for other firms. Market research careers typically start with interviewing or project support roles and expand into project director, client services, or analyst positions. Retail specialists begin as department managers or buyers. Advertising careers are most apt to begin with skills in direct marketing and new information technology, complemented with excellent communication skills.
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