Marketing Concentration

The Concentration in Marketing is designed for students who plan a career in which marketing plays a central role and therefore seek an in-depth understanding of the concepts, tools, and practice of modern marketing. A career in marketing may be developed in different settings, such as consumer goods, services, high-technology, business-to-business, health care and consulting, leading to distinct career paths. The 6 courses in the concentration are intended to prepare students with the knowledge and skills for these career paths.

The fundamental role of marketing is stewardship of the customer asset and managing the firm's brand equity, requiring the mastery of 3 key skills:

  1. Identify where value can be created by capturing and understanding the voice of the customer.
  2. Deliver value to customers and thus manage the firm's brand equity via the tools available to a marketing manager (e.g., the traditional 4 P’s of product, price, place, and promotion.)
  3. Manage the customer and brand asset by choosing and managing the firm's relationships with its customers, channel members, suppliers, and competitors.

Capturing and Understanding the Voice of the Customer: The marketing faculty recommends that first-year students begin with skill 1 above, taking 1 or both of the 300-level electives aimed at capturing and understanding the voice of the customer: Market Intelligence (MARKETNG 796), a required course for the marketing concentration, considers how to plan, collect, and interpret market research. Consumer Behavior (MARKETNG 797) will provide the tools and frameworks for capturing the current and future needs of current and potential customers.

Delivering Value: Most of our marketing electives are aimed at skill 2 — delivering value to the customers by managing the "4 P’s" of product, price, place, and promotion. There are 2 ways we offer this material. First, we have courses that develop all 4 of these skills in specific contexts: Product Management (MARKETNG 799) and Marketing of Innovations (MARKETNG 802) and Health Care Marketing (HLTHMGMT 715). We advise taking at least 1 of these courses early in your program. Second, we offer The Strategy and Tactics of Pricing (MARKETNG 808) which focuses on "price."

Choosing and Managing Relationships of the Firm with Customers, Channel Members, Suppliers, and Competitors: Second year students should learn skill 3 above — choosing and managing relationships of the firm with its customers, channel members, suppliers, and competitors as covered in Marketing Strategy (MARKETNG 807). Hence, students should come to this course with at least 1 course in skills 1 and 2.

Coursework Requirements

Concentration Option 1: Product Management
This concentration is designed for students pursuing careers in product management in packaged goods, consumer durables, business-to-business settings, high tech markets, pharmaceuticals, and services.

Required Courses:
MARKETNG 796 — Market Intelligence
MARKETNG 799 — Product Management

Select 2 of the following marketing electives:
HLTHMGMT 715 — Health Care Marketing
MARKETNG 797 — Consumer Behavior
MARKETNG 802 — Marketing of Innovations
MARKETNG 807 — Marketing Strategy
MARKETNG 808 — Strategy and Tactics of Pricing
MARKETNG 895 — Fuqua Client Consulting Practicum or MARKETNG 896 — Marketing Practicum

Select 2 of the following non-marketing electives:
ACCOUNTG 591 — Managerial Accounting
DECISION 611 — Decision Models
DECISION 614 — Forecasting
FINANCE 646 — Corporate Finance
MANAGEMT 745 — Negotiation
MANAGEMT 746 — Power and Politics
MANAGEMT 747 — Leadership
MANAGEMT 898 — Corporate Social Impact Management
MGRECON 788 — Competitive Analysis
OPERATNS 823 — Operations Strategy
OPERATNS 828 — Distribution/Supply Chain Management


Concentration Option 2: Market Analysis and Strategy
This concentration is designed for students pursuing careers in marketing strategy, consulting, corporate strategy, general management, and sales.

Required Courses:
MARKETNG 796 — Market Intelligence
MARKETNG 807 — Marketing Strategy

Select 2 of the following marketing electives:
HLTHMGMT 715 — Health Care Marketing
MARKETNG 797 — Consumer Behavior
MARKETNG 799 — Product Management
MARKETNG 802 — Marketing of Innovations
MARKETNG 808 — Strategy and Tactics of Pricing
MARKETNG 895 — Fuqua Client Consulting Practicum or MARKETNG 896 — Marketing Practicum

Select 2 of the following non-marketing electives:
ACCOUNTG 591 — Managerial Accounting
ACCOUNTG 598 — Valuation and Fundamental Analysis
DECISION 611 — Decision Models
DECISION 613 — Strategic Modeling and Business Dynamics
DECISION 614 — Forecasting
DECISION 618 — Data Mining
FINANCE 646 — Corporate Finance
FINANCE 658 — Corporate Restructuring
MANAGEMT 898 — Corporate Social Impact Management
MGRECON 788 — Competitive Analysis
OPERATNS 823 — Operations Strategy
OPERATNS 824 — Service Operations Management
OPERATNS 828 — Supply Chain Management

NOTE: Courses from the required list (Marketing 796, 799, 807) cannot be counted towards 4 marketing electives in second bullet.