Marketing Concentrations Students have the option to choose one of the following marketing concentrations; however, choosing a marketing concentration is not required. Marketing majors who choose to specialize in one of five concentrations are required to complete the marketing major requirements; MKT 317, MKT 318, MKT 419, and MKT 545, as well as follow the instructions below for their area of personal interest. 1. Sports Marketing (Complete all three) MKT-426 Sports Marketing Prerequisites: MKT 210 Credits: 3.00 Description: The purpose of the course is to develop an understanding of strategic marketing concepts and activities as they apply to the sports context. Marketing concepts and activities are examined as they relate to the marketing of sports and marketing through sports. An emphasis is placed on the international arena and issues relevant to the sports industry. MKT-428 The Business of Sports and the Media Prerequisites: MKT 210 Credits: 3.00 Description: The Business of Sport focuses on the multibillion-dollar global sport industry and the challenges facing today's sport business leaders. Because the business of sport is interdisciplinary in nature, insights from a variety of stakeholders in the sport industry, along with perspectives from the major business disciplines including marketing, management, finance, information technology, and ethics are integrated throughout the course. This course provides an in-depth analysis of issues specific to the business of sport. The course is designed for future sport business leaders as well as those interested in the inner-workings of the industry. Students will apply knowledge and skills learned in core business courses to the unique issues found in the sport industry. MKT-430 Sports Marketing Consulting Prerequisites: Take MKT-210 or MKT-H210 and MKT-318 OR MKT-H318 or MKT-319 or MKT-H319. Credits: 3.00 Description: This course presents an in-depth and innovative framework for implementing relationship marketing within the sport industry. This framework includes network-and market-oriented methods and tools that enable sport organizations to design and develop products that provide targeted stakeholders with greater functional and experiential value. Sport organizations provide a wide variety of services from leadership, governance, management, development, entertainment and control to educational materials and other retail products, all of which benefit from relationship marketing principles. Because many sport organizations have adopted a relationship-marketing approach, they are necessarily network-based, operating in a system formed by numerous stakeholders. Their goals may be economic, social or environmental with the foundation of the system being the sport itself, with various bodies involved in the development of the sport. Through a consulting project with a sport organization, students will develop an understanding of the dynamics of the relationships between the different stakeholders who make up the network of the sport industry. Specifically, students will learn how sport organizations carry out their strategic actions within a network of stakeholders. 2. Marketing Innovation and New Media (Choose three) MKT-440 New Product Development Prerequisites: MKT 210 Credits: 3.00 Description: The object of this course is to familiarize students with the new product techniques that are commonly used in the consumer product and service industries. The focus will be on the marketing function's input to the new product process during the pre-launch and launch stages. The course will cover a wide range of issued such as marketing definition, concept generation and evaluation, product design, product positioning, test marketing, and product launch and tracking. The course will be based on lectures, case discussions, and project assignments. The lectures will provide an overview and cover issues included in the assigned readings. It is essential that you are familiar with the readings before every class. The case discussion (student participation is vital here) will provide an application setting to test the concepts learned in the lectures. The project assignments are designed to give you hands-on-experience with new product development tools and techniques. MKT-444 Managing Social Media Prerequisites: MKT 210 Credits: 3.00 Description: Social media has altered the landscape of business, communications, marketing, and society as a whole. While some social media like Wikipedia and Facebook have become part of the fabric of many consumers' lives, new media like Snapchat and Tumblr are emerging. This constantly evolving landscape offers businesses innovative ways for generating awareness, demand and revenue. In this course students will take away a social media vocabulary, a set of social media skills and tools, and analytical frameworks for analyzing effective social media business practices. Naturally, student projects, assignments, and other activities will use social media tools. MKT-446 High Tech Marketing Prerequisites: MKT 210 Credits: 3.00 Description: Marketing of high-tech technology products and innovations occur in turbulent environments, and requires rapid decision making with incomplete information and risky prospect. The fast pace of change defines the momentum of evolution in the high-technology markets. Marketing in such an environment commands knowledge about the idiosyncratic features of high-tech products, innovations, and the industries. Marketing success in high-tech industries also calls for capabilities and skills of analyzing decision problems and designing solutions. To achieve these objectives, this course is built on extensive analysis of Harvard Business School cases, class discussions of intriguing phenomena in high-tech industries, and learning-by-doing student projects that focus on real-life companies and technologies. The topics covered in this course include the following: - Characteristics of high-technology industries - Different types and characteristics of high-tech products and innovations, and their marketing implications - Organizational culture and management strategies for high-tech products and innovations - Strategic alliances in developing and marketing high-tech products and innovations - Acquisition and understanding of market information for high-tech products and innovations - Customer adoption and diffusion of high-tech products and innovations -Market introduction strategies for high-tech products and innovations MKT-H455 Honors Digital Marketing Challenges Prerequisites: MKT 210; 3.2 GPA Credits: 3.00 Description: The foundational course in the digital marketing track this course focuses on the consumer of digital media and five big picture marketing strategy challenges confronting marketers in the new digital (mobile +social) marketing era. Challenge 1: Marketing to a smarter, more engaged, empowered consumer; Challenge 2: Marketing to a networked, collaborative, and more social consumer; Challenge 3: Marketing to a more distracted and fickle consumer; Challenge 4: Marketing to a unique, individual consumer; and Challenge 5: Marketing to prosumers or producer-consumers. The course takes on these big picture challenges thorough a deep engagement with and critical analysis of readings and cases. Given this focus the course demands thorough preparation for class and active engagement in the class discussion. The evaluation is assignment and project based. MKT-466 Mobile Marketing: Reaching the Multi-Screen Consumer Prerequisites: MKT 210 Credits: 3.00 Description: This new course in the digital marketing track focuses on how mobile device usage has completely changed the paradigm for companies in every industry. It will focus on the following four major areas: 1. consumer usage of mobile devices; 2. mobile-only companies and applications, 3. mobile hybrids - companies making a huge shift to mobile; and 4. mobile marketing and advertising. The course will rely heavily on discussion of real mobile business cases with lectures from leaders from inside the mobile industry. Evaluation will be based on assignments, class participation, and a group project. MKT-477 eMarketing Prerequisites: MKT 210 Credits: 3.00 Description: This course explores how we can use the principles of web marketing as effective marketing tools. The course will have the following learning components: lectures, guest lectures, web site analyses, and student project presentations. 3. Brand Marketing (Choose three) MKT-315 Integrated Marketing Communication Prerequisites: MKT 210 Credits: 3.00 Description: Integrated Marketing Communications (IMC) is a cross-functional process for managing customer relationships that drive brand value. This course examines the strategic foundations of IMC, the factors and processes necessary for creating, sending, and receiving successful brand messages. Furthermore, the social, ethical and legal issues as well as measurement and evaluation of marketing communication will be examined. MKT-423 Retail Strategy Prerequisites: MKT 210 Credits: 3.00 Description: Retail Strategy provides students with an introduction to the field of retailing. The course focuses on the retail environment, structure and strategy, the development and implementation of the retailing mix, and financial and managerial considerations. Topics include information systems for retailing, the internationalization of retailing and the growth of non-store retailing activities. MKT-442 Brand Marketing Prerequisites: MKT 210 Credits: 3.00 Description: Brand marketing has become an increasingly important function in organizations. The purpose of this course is to provide a thorough understanding of brand marketing principles and practices. The role of brands and branding will be examined both from a managerial and a consumer perspective. More specifically the course will present current frameworks that guide marketing managers in how to build strong brands in the marketplace. In order to build brands successfully, it is of key importance to have a profound understanding of the roles brands play in consumer culture. The course will examine how consumers make use of brands and develop brand meaning through everyday consumption practices. MKT-444 Managing Social Media Prerequisites: MKT 210 Credits: 3.00 Description: Social media has altered the landscape of business, communications, marketing, and society as a whole. While some social media like Wikipedia and Facebook have become part of the fabric of many consumers' lives, new media like Snapchat and Tumblr are emerging. This constantly evolving landscape offers businesses innovative ways for generating awareness, demand and revenue. In this course students will take away a social media vocabulary, a set of social media skills and tools, and analytical frameworks for analyzing effective social media business practices. Naturally, student projects, assignments, and other activities will use social media tools. MKT-466 Mobile Marketing: Reaching the Multi-Screen Consumer Prerequisites: MKT 210 Credits: 3.00 Description: This new course in the digital marketing track focuses on how mobile device usage has completely changed the paradigm for companies in every industry. It will focus on the following four major areas: 1. consumer usage of mobile devices; 2. mobile-only companies and applications, 3. mobile hybrids - companies making a huge shift to mobile; and 4. mobile marketing and advertising. The course will rely heavily on discussion of real mobile business cases with lectures from leaders from inside the mobile industry. Evaluation will be based on assignments, class participation, and a group project. 4. Global Marketing (Choose three) MKT-421 Global Marketing Prerequisites: MKT 210 Credits: 3.00 Description: Topics examined in this course include the variations in economic, social-cultural, legal-political, and business environments among different nations and how these variations affect the marketing practices across national boundaries. The goal is to provide students with the necessary skills to compete successfully in national and international markets. Particular attention is given to the formulation of marketing plans and programs and policies to integrate and coordinate such activities on a global basis. MKT-H432 Honors Marketing in Emerging Markets Prerequisites: MKT 317; 3.2 GPA Credits: 3.00 Description: This course focuses on cultural consumption trends both at home and abroad. In particular it compares and contrasts the emerging markets of India and China with more established Western markets. The course is organized in two self-contained modules around a theme. The first module focuses at the market level and examines what happens to the culture when East meets West. The second module analyzes the challenges companies face in staying competitive in rapidly evolving economies. Each class in a module advances your understanding of the theme through an engaging and challenging mix of readings, assignments, and case studies. This is an intensive Honors level course and requires students to be self directed and motivated. Every class is important- there is no mid-term or final. MKT-434 Services Marketing Prerequisites: MKT 210; 54 credits; 3.0 GPA; Credits: 3.00 Description: The course focuses on the unique challenges of managing services and delivering quality service to customers. The attrition, retention, and building of strong customer relationships through quality service (and services) are at the heart of the course content. The course is equally applicable to an organizations whose core product is service (e.g., banks, transportation companies, hotels, hospitals, educational institutions, professional services, telecommunications, sporting industry, etc.) and to organizations that depend on service excellence for competitive advantage (e.g., high technology manufacturers, automotive, industrial products, etc.). MKT-H525 Honors Professional Marketing Consulting Prerequisites: MKT 319; 3.2 GPA Credits: 3.00 Description: This course provides qualified students with a unique opportunity to work either individually or with other qualified students, on a marketing consulting project for a professional client. Projects could include, but are not limited to the development of strategic marketing plans and marketing research projects. Students will create and deliver a professional report and presentation to the client upon completion of the semester project. 5. Marketing Consulting (Complete all three) This is an honors concentration. Completion requires a GPA of 3.2 or higher. MKT-430 Sports Marketing Consulting Prerequisites: Take MKT-210 or MKT-H210 and MKT-318 OR MKT-H318 or MKT-319 or MKT-H319. Credits: 3.00 Description: This course presents an in-depth and innovative framework for implementing relationship marketing within the sport industry. This framework includes network-and market-oriented methods and tools that enable sport organizations to design and develop products that provide targeted stakeholders with greater functional and experiential value. Sport organizations provide a wide variety of services from leadership, governance, management, development, entertainment and control to educational materials and other retail products, all of which benefit from relationship marketing principles. Because many sport organizations have adopted a relationship-marketing approach, they are necessarily network-based, operating in a system formed by numerous stakeholders. Their goals may be economic, social or environmental with the foundation of the system being the sport itself, with various bodies involved in the development of the sport. Through a consulting project with a sport organization, students will develop an understanding of the dynamics of the relationships between the different stakeholders who make up the network of the sport industry. Specifically, students will learn how sport organizations carry out their strategic actions within a network of stakeholders. MKT-524 Global Marketing Consulting Prerequisites: MKT 210 Credits: 3.00 Description: This course offers global consulting experience with international corporate partners. Teams of Suffolk Business students work on strategic consulting projects that feature global marketing challenges (e.g., market entry decisions, consumer research, distribution channel analysis and other marketing strategy issues). At the end of the semester, students will finalize the projects and report to the business clients. MKT-H525 Honors Professional Marketing Consulting Prerequisites: MKT 319; 3.2 GPA Credits: 3.00 Description: This course provides qualified students with a unique opportunity to work either individually or with other qualified students, on a marketing consulting project for a professional client. Projects could include, but are not limited to the development of strategic marketing plans and marketing research projects. Students will create and deliver a professional report and presentation to the client upon completion of the semester project. Again, choosing a concentration is not required to be a marketing major. It is an option for students who would like to specialize in a particular area.

Careers A career in marketing can take you many places. As a student, you’ll have the chance to explore different areas, ranging public relations to brand management. Our graduates hold high-level marketing positions around the globe. Take a peek at some of the career possibilities and find the path that’s right for you. Digital Media Marketing Digital marketing is where marketing meets the Internet and new technology such as social media. Career tracks in this field are diverse and constantly evolving. You may be involved with Internet copywriting, where you carefully craft messages to promote brand awareness and customer interaction. Or maybe you become an expert in web analytics and search engine optimization. The career opportunities are widespread and vary among companies. Advertising: Advertising specialists may be involved with many aspects of marketing, from strategy and concept to execution. Not sure if advertising is right for you? Many of our students have experienced advertising first-hand with internships at agencies like Allen & Gerritson. Market Research: Market researchers study consumer behaviors and help businesses understand what drives people to buy their products. They combine quantitative data with their understanding of how markets work to promote products. Want to learn more? Sign up for a class with one of our market research experts like: professors Catherine McCabe or Jane Zhu. Brand Management: Brand managers oversee the marketing of products. They help strengthen brands and build brand loyalty. Alumnus John McDonnell (BSBA ’83), president, international and chief operating officer at The Patron Spirits Company, notes that it’s a challenging field, especially as businesses expand globally into countries like China that have very different brand piracy regulations. Public Relations: Working in public relations means you are an image shaper. It’s your job to generate a positive buzz about your organization. Being an effective communicator and creative problem solver will set you on the road to success. Depending on where you work, you may have to build relationships the media, consumers, employees, investors, and/or the general public. You may also write press releases and produce sales or marketing materials.