Marketing

___________________________________________________________________________________ Program Overview

According to the American Marketing Association, marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. Create something people want, tell them about it, and deliver it to them in a way so that everyone benefits! Marketing professionals use a broad variety of skills to achieve these goals. They use their analytic expertise to identify and assess opportunities, their creative ability to help develop new products or ideas, and their organizational and communication skills to get those ideas and products to the customer. They use their passion and skills to: Build a marketing strategy: What customers should the organization pursue? What should the organization offer to those customers? Execute the strategy: Identify and manage the key tasks that must be executed to create, communicate and deliver those offerings.

The concentration in marketing is designed to familiarize students with the marketing process and to provide them with the theoretical concepts, skills, and tools necessary to successfully enter and advance in one of many possible career paths. You will learn to evaluate customer behavior, employ advertising principles, utilize market research and testing, and develop ways to position products and services in a favorable light. You will also explore the changing economic, political, legal, ethical, and cultural contexts in which global and local marketing strategies must be developed.

Cooperative Work & Career Opportunities

The Marketing Concentration helps prepare students for careers in brand management, product management, sales, market research, retailing, public relations, and advertising and promotion. Marketing is the key to the success of any business and marketing professionals are needed in all industries. Some of the organizations that have hired Northeastern Co-op students include: Carat General Electric Johnson & Johnson MFS Investment Management Monster Worldwide Procter & Gamble Reebok Staples TJX Travel + Leisure

Student Group
The NU Marketing Association (NUMA) NUMA provides students with a common interest in marketing the opportunity to deepen their experience outside the classroom. Every semester NUMA organizes social events, hands-on marketing projects, and events featuring marketing speakers from local organizations. Students may also obtain membership for a discounted student rate to the American Marketing Association (AMA), a national organization of marketing professors and practitioners. NUMA also participates in the AMAs International Collegiate Conference, which is held in New Orleans, Louisiana each year. The conference offers an opportunity to recognize and honor the AMA Collegiate Chapters that excel in professional marketing service to their members, their university, and their marketing community. For more information, contact the Marketing Group at 617-373-3260.

Concentration Requirements
Required Courses
Marketing Management Marketing Management focuses on the marketing process through the use of case studies simulating actual business settings and marketing challenges. The course develops skills in marketing decision-making, critical analysis and communication. It covers topics such as techniques for undertaking market analysis, marketing strategy (segmentation and positioning) and marketing implementation. A marketing plan project enables students to apply their learning about the marketing process. Marketing Research Marketing Research concentrates on the marketing research process and the analysis of data using statistical software. It helps develop an understanding of consumer attitudes and behavior processes as the basis of the design of marketing products and programs. The course covers topics such as problem definition, research design, sampling, attitude measurement, questionnaire design, data collection, and data analysis. Students work on group projects. The course requires no previous computer experience.

Elective Courses (choose two)

Retailing Sales Management Marketing in the Service Sector Advertising and Brand Promotion Consumer Behavior Digital Marketing New Product Development International Marketing

Detailed descriptions for all courses can be found on the web at: http://www.northeastern.edu/registrar/ref-udc-dscr.pdf.

Contact
Marketing Group 202 Hayden Hall 617.373.3260