Marketing is a dynamic field that prepares students for a variety of careers ranging from brand and product management to marketing research and analytics to advertising and public relations. What makes marketing exciting is that it has both an analytical and a creative aspect. A marketing career can be a good fit for a student with either a liberal arts or technical background.
Marketing helps engage customers, builds strong customer relationships, and creates customer value. Today’s successful companies share a customer focus and a strong commitment to marketing. The two-fold goal of marketing is to attract new customers by promising superior value and to retain and grow customers by delivering value and satisfaction. To engage customers in long-term relationships, outstanding companies aim to generate customer loyalty by providing higher levels of customer satisfaction. They delight customers by promising what they can deliver and then delivering more than they promise. Delighted customers make repeat purchases and spread the word about their good experiences to others.
Plan of Study
The Marketing Major’s Plan of Study has courses that prepare students for various jobs. Consumer Analytics, Marketing Analytics and Marketing Research help develop skills to support data-driven decision-making. Digital Marketing and Social Media Marketing provide key insights for online marketing. Other courses focus on the strategic aspects of marketing. These courses include Brand Management, International Marketing and New Product Development. Finally, Pricing Strategies develops skills on how to cover costs and enhance firm profit.
Experiential Marketing is a capstone course where student teams apply their accumulated coursework to a sponsored active-learning project. This is done in small groups with faculty supervision. The deliverables require students to formulate a marketing strategy based on unstructured problem solving. Though the exact nature of the sponsored projects change each year, below are a few general examples.
- Developing a marketing strategy for a new product.
- Gathering insights for marketing decisions by analyzing marketing data.
- Formulating a digital marketing strategy.
The Marketing Major’s overarching goal is to provide students with the knowledge and skills to thrive in a variety of marketing roles. Some students pursue careers in brand and product management. Others find positions as marketing researchers or marketing analysts. Finally, there are a growing number of careers in digital marketing and web design.Recent Krannert graduates have found marketing positions in a wide variety of firms. These include Accenture, Anheuser Busch, AT&T, Crowe LLP, Cummins, Dell, DISH Network, Dow, Eli Lilly, Ford, Intel, Kohl’s, Meijer, Nielsen, Oracle, PepsiCo, Roche Diagnostics, Salesforce, Unilever, West Monroe Partners and Whirlpool.There have also been digital marketing positions in the advertising industry. Some examples are Blank Space Branding, Drive Social Media, Found Search Marketing, and RevLocal.
Marketing Major Change (CODO) Requirements