Marketing course descriptions

In addition to meeting with your advisor throughout your time at Tippie, you'll also use the course planning worksheet—it will help you know what courses you need to take for your major, as well as help you plan when you'll take them. Plan your course schedule with the worksheet and read about the courses you'll be taking below.

Course planning worksheet

Common required courses

Professional Preparation in Marketing (MTKG:3050)
Overview of alternative marketing careers and the required skills and personal characteristics that drives success in these fields; hard and soft skills required in major types of marketing careers; developing a professional brand identity and a strategy for finding marketing internships and permanent employment opportunities; marketing's relationship to other business and organizational functions and to the external environment. Corequisite: MKTG:3050. (2 s.h.)

Marketing Research (MKTG:3100)
Marketing, research methods; role of marketing research information as a tool in management decision making. Prerequisites: MKTG:3000 and (ECON:2800 or STAT:2020 with a minimum grade of B or ECON:4800 or STAT:4101). (3 s.h.)

Consumer Behavior (MKTG:3200)
Behavioral and social aspects of marketing; research methods and findings from behavioral sciences, their relation to production, consumption, and marketing of products, services. Prerequisite: MKTG:3000. (3 s.h.)

Marketing Management (MKTG:4500)
Marketing problems of organizations; emphasis on marketing manager's role in developing, presenting goal-oriented marketing strategies; application of marketing concepts to real business situations. Prequisites: MKTG:3000 and MKTG:3050 and MKTG:3100 and (MKTG:3300 or MKTG:3102 or MKTG:3103 or MKTG:3400 or MKTG:3401 or MKTG:3701 or MKTG:4000 or MKTG:4101 or MKTG:4200 or MKTG:4201 or MKTG:4250 or MKTG:4275 or MKTG:4300 or MKTG:4800). Requirement: completion of 90 s.h. (3 s.h.) 

Marketing track courses

Marketing analytics track courses

Marketing Analytics (MKTG:3102)
Marketing science models used in strategic and tactical marketing decisions; application of consumer behavior in the development of quantitative models that inform marketing mix decisions (advertising, pricing, and salesforce effort), new product development, product line management, and category management; topics may include product mapping, latent class (segmentation) analysis, conjoint analysis, choice modeling (binary and multinomial logic), diffusion models (word-of-mouth), decision-calculus ("models and manager" technology), churn analysis and web analytics. Prerequisites: MKTG:3000 and MKTG:3100. (3 s.h.)

Marketing Metrics (MKTG:3101)
Identifying and measuring key metrics that are the focus for marketing plans and the backbone for evaluating marketing performance (e.g., penetration, share of requirements, customer satisfaction, churn rates, click-through rates, and customer lifetime value); relationship between conceptual models of business-to-business and business-to-consumer behaviors and the selection of appropriate metrics; emphasis on use of metrics as basic inputs for goal setting, marketing decision making, and evaluation. Prerequisites: MKTG:3100 and MKTG:3000. (3 s.h.)

Career Preparation for Market Analytics (MKTG:3054)
Finding and successfully competing for career opportunities in market analytics; online exercises, interactions with market research executives, and participation in one of the national organizations representing market research professionals. Prerequisites: MKTG:3050 and MKTG:3000. (1 s.h.) 

Marketing management track courses

Career Preparation for Marketing Management (MKTG:3051)
Finding and successfully competing for career opportunities in marketing management; includes online exercises, interactions with marketing executives, and participation in one of the national organizations representing marketing management professionals. Prerequisites: MKTG:3000 and MKTG:3050. (1 s.h.)

Professional sales and management track courses

Sales Management (MKTG:4200)
Personal selling, management of sales force; emphasis on recruitment, selection, training of sales representatives; problems in allocation of sales effort, supervision, control. Prerequisite: MKTG:3000. (3 s.h.)

Professional Selling (MKTG:4201)
Personal selling function in overall business strategy and professional selling process that underlies successful sales careers; emphasis on hands-on experiences in developing practical skills in sales strategy, analytics, and communications skills; students develop and make sales presentations, engage in role-playing exercises, and complete applied selling exercises as individuals or in sales teams; focus is on professional selling in a business environment, but students will also apply course concepts in other interpersonal business communications settings. Prerequisite: MKTG:3000. (3 s.h.)

Career Preparation for Professional Sales (MKTG:3053)
Finding and successfully competing for career opportunities in professional sales; online exercises, interactions with sales executives, and participation in one of the national organizations representing sales professionals. Prerequisites: MKTG:3050 and MKTG:3000. (1 s.h.)

Retail management track courses

Retail Strategies (MKTG:3400)
Strategies for retail site selection, store design, supply chain management, customer relationship management/customer service; merchandising management strategies for planning merchandise assortments, buying systems, buying merchandise, pricing, promotion. Prerequisite: MKTG:3000.

Merchandise Management (MKTG:3401)
Merchandise and service mix strategies for alternative retail concepts, including various store and online formats; topics include national brands versus private label, multi-channel distribution, logistics, replenishment strategies, pricing, promotion, product assortment, store layout, and point-of-sale and in-store merchandising. Prerequisite: MKTG:3000.

Career Preparation for Retailing (MKTG:3052)
Finding and successfully competing for career opportunities in retailing; online exercises, interactions with retailing executives, and participation in one of the national organizations representing retailing professionals. Prerequisites: MKTG:3050 and MKTG:3000.

Track elective courses

Integrated Marketing Communications (MKTG:4101)
Making marketing communication decisions and understanding how marketing communications work; planning and evaluation of marketing communications; theories, models, and tools to make better marketing communication decisions; course uses an integrated marketing communications perspective, which involves understanding the role of the different promotional mix elements and coordinating them to develop effective marketing communication programs. Prerequisite: MKTG:3000. (3 s.h.)

Marketing and Sustainability (MKTG:4250)
Concepts for developing and implementing sustainable marketing strategies; developing more environmentally friendly products, more sustainable logistical systems, socially responsible pricing, and promoting sustainable products in a socially responsible way. Prerequisite: MKTG:3000. (3 s.h.)

Social Media Marketing (MKTG:4275)
Fundamentals of social media in a marketing context; establishing clear organizational goals, developing appropriate marketing strategies, and determining key campaign logistics (who, when, where); guest speakers and hands-on projects involving social media. Prerequisite: MKTG:3000. (3 s.h.)

International Marketing (MKTG:4300)
Differences in global environment: how cultural considerations, political, legal, and economic conditions affect market entry strategies and marketing mix decisions; development of marketing plan for non-U.S. environments. Prerequisite: MKTG:3000. (3 s.h.)

Marketing Analytics (MKTG:3102)
Marketing science models used in strategic and tactical marketing decisions; application of consumer behavior in the development of quantitative models that inform marketing mix decisions (advertising, pricing, and salesforce effort), new product development, product line management, and category management; topics may include product mapping, latent class (segmentation) analysis, conjoint analysis, choice modeling (binary and multinomial logic), diffusion models (word-of-mouth), decision-calculus ("models and manager" technology), churn analysis and web analytics. Prerequisites: MKTG:3000 and MKTG:3100. (3 s.h. Fall only.)

Advanced Marketing Research (MKTG:3103)
Traditional and nontraditional research techniques to address business problems that have a relationship to basic research; primary focus on hands-on experience and peer-based learning. Prerequisite: MKTG:3000. (3.s.h. Fall only.)

Retail Strategies (MKTG:3400)
Strategies for retail site selection, store design, supply chain management, customer relationship management/customer service; merchandising management strategies for planning merchandise assortments, buying systems, buying merchandise, pricing, promotion. Prerequisite: MKTG:3000. (3 s.h. Fall only.)

Sales Management (MKTG:4200)
Personal selling, management of sales force; emphasis on recruitment, selection, training of sales representatives; problems in allocation of sales effort, supervision, control. Prerequisite: MKTG:3000. (3 s.h. Fall only.)

Marketing Institute Field Studies (MKTG:3701)
Plan, design, carry out, and report on a marketing research project for a profit or nonprofit client organization; communicate with managers, apply knowledge of marketing research, meet deadlines, and convert research findings into actionable recommendations for management. Prerequisites: MKTG:3700 and MKTG:3000. Requirement: admission to the Marketing Institute. (2 s.h. Fall only.)

Marketing Metrics (MKTG:3101)
Identifying and measuring key metrics that are the focus for marketing plans and the backbone for evaluating marketing performance (e.g., penetration, share of requirements, customer satisfaction, churn rates, click-through rates, and customer lifetime value); relationship between conceptual models of business-to-business and business-to-consumer behaviors and the selection of appropriate metrics; emphasis on use of metrics as basic inputs for goal setting, marketing decision making, and evaluation. Prerequisites: MKTG:3100 and MKTG:3000. (3 s.h. Spring only.)

Web Business Strategy (MKTG:3300)
Introduction to World Wide Web business and marketing; concepts, methods, and applications associated with doing business on the web; webpage construction and design; case studies and/or entrepreneurial projects. Prerequisite: MKTG:3000. (3 s.h. Spring only.)

Merchandise Management (MKTG:3401)
Merchandise and service mix strategies for alternative retail concepts, including various store and online formats; topics include national brands versus private label, multichannel distribution, logistics, replenishment strategies, pricing, promotion, product assortment, store layout, and point-of-sale and in-store merchandising. Prerequisite: MKTG:3000. (3 s.h. Spring only.)

Professional Selling (MKTG:4201)
Personal selling function in overall business strategy and professional selling process that underlies successful sales careers; emphasis on hands-on experiences in developing practical skills in sales strategy, analytics, and communications skills; students develop and make sales presentations, engage in role-playing exercises, and complete applied selling exercises as individuals or in sales teams; focus is on professional selling in a business environment, but students will also apply course concepts in other interpersonal business communications settings. Prerequisite: MKTG:3000. (3 s.h. Spring only.)

Field Studies in Marketing (MKTG:4800)
Experience in planning, designing, carrying out, reporting on a marketing research project for a profit or nonprofit client organization; communication with managers, application of marketing research, meeting deadlines, converting research findings into action recommendations for management. Prerequisites: MKTG:3000 and MKTG:3100. (3 s.h. Intermittent.)

Contemporary Topics in Marketing (MKTG:4000)
Topics not regularly offered in other courses. Prerequisite: MKTG:3000. (3 s.h. Intermittent.)