New Product Development....Advertising....Discounts....Grand Opening....Share of Market....Sales Commissions....Opinion Leadership....Competitive Intelligence...Customer Lifetime Value...Geodemographic Segmentation...Global Brands....Supply Chain Initiatives....Voice of the Customer...Micro Merchandising...Lead Generation....Focus Groups....Team Selling...Permission Marketing….
At one level marketing is the broad set of activities necessary to execute transactions and manage exchange relationships. The discipline's familiar 'buzz' words above reflect the range and nature of marketing activities. When rightly conceived and executed, marketing provides superior value to customers.
When we consider this process in the overall economic system, we see the power of customer needs and wants to direct productive resources. For example, no national planning board specifies how many and what type of athletic shoes to manufacture. Millions of purchasers in various segments vote with their dollars for durability, fashion, functionality, service, and price. Nike, Reebok, Vans, adidas, Foot Joy and other firms consistently hone their offerings and marketing programs to deliver superior value to customers and thereby earn superior returns.
The Marketing Department at UC engages nearly every facet of the micro and macro marketing world. The faculty have studied at the top universities in the world and are regularly ranked in the top two or three dozen marketing departments on the basis of cutting edge scholarship. The Marketing PhD program prepares students for professional analytical positions and academic positions at strong research universities. Its graduates hold positions at Penn State , Case Western Reserve, Arizona State, Kentucky and elsewhere.
The Marketing Department has developed a Master of Science in Marketing program which provides students with in-depth knowledge and experience in the marketing field. Students gaining a Master of Science degree with a concentration in Marketing become uniquely qualified for a successful career in Marketing Research, Marketing Communications, Brand Management, and Strategic Planning. Additionally, the College of Business MBA program provides a concentration in Marketing for those students wishing to complete a broad-based graduate business degree.
Nearly 200 BBA students each year graduate with focal concentrations in marketing. Their programs challenge them with elective coursework in Retailing, Marketing Research, Sales Management, International Marketing, Buyer Behavior, Business-to-business Marketing, as well as Advertising, Direct Marketing, and Internet Marketing.
