This document outlines the marketing program and career paths at an unnamed academic institution between 2009-2014. It provides an overview of the marketing major and minor requirements, including core and elective courses. The traditional career paths in marketing are described for both the client and agency sides. Example job descriptions are given for various entry-level marketing roles. Emerging areas within marketing like analytics, digital/social media, and product marketing are also mentioned. Trends in the field including the growth of data, channels, and mobile are noted. The document encourages students to gain experience outside the classroom in areas like design, coding, and tools to make them attractive candidates to employers.

1. Marketing
Program
Academic Years
2009-14
Dr. Jane Saber, Chair

2. Marketing
Metrics &
Analytic Skills
IT
Enabled
Marketing
Theory
New
Marketing
What is Marketing Today?

3. New Marketing Metrics

4. Analytic Skills Necessary for Marketing
Building
Blocks
Basic
Statistics
Accounting
Finance
Marketing
Models
Metrics
Specific to
Marketing
Desktop
Decisions
Spreadsheet
Decision
Analysis

5. The Traditional Career Path:
Client Side
Marketing
Intern
Marketing
Coordinator
Marketing
Specialist
Associate
Marketing
Manager
Marketing
Manager
Marketing
Director
VP
Marketing
CMO

6. The Traditional Career Path:
Agency Side
Intern
Account
Coordinator
Account
Manager
Account
Supervisor
Account
Director
Group
Account
Director
VP
Accounts
CMO

7. Job Descriptions
• Administrative duties to support marketing and
sales teams – e.g., help assemble marketing
proposals, answer client phone calls, distribute
marketing materials, manage event registration
tables and format mailing lists.
Intern
• Help implement marketing campaigns;
track sales data; maintain promotional
materials; plan meetings; prepare reports;
various administrative tasks.
Marketing
Coordinator
• Assist Account Manager to maintain and
nurture client relationships; help to
coordinate campaigns to ensure project
completion; various administrative tasks.
Account
Coordinator

8. Additional Roles & Disciplines
• Analytics & Research
• Digital & Social Media
• Communications
• Marketing Sales
• Events
• Acquisition &
Retention
• CRM
• Product Marketing
• Partner Marketing

9. Trends & Issues
• Data Explosion
• Social Media
• Growth of Marketing Channels & Devices
• Shifting Consumer Demographics

10. Job Growth?
• Social Media Specialists
• Marketing Analysts
• Community Managers
• Web Managers
• SEO, SEM
• Online Marketing Specialists
• Mobile Marketing Specialists

11. Who are you to an employer?
• Be more than your Degree!
• Participate in the Community
– Volunteer
– Network
– Associations

12. Who are you to an employer?
• Keep learning outside of your studies
– Design software (Adobe CS)
– Coding (HTML)
– Google Analytics
– Social Media Management tools (HootSuite)
– Customer Relationship Management tools
(Salesforce)
• Partner with Careers & Employer Partnerships
to help guide you through the process

13. Marketing Major*
*B- in MKT100 is required to
become a Marketing Major
Semester 3
MKT 300
Semester 4
MKT 400
Semester 5&6
MKT500
MKT510
MKT600
Semester 7&8
MKT700
MKT702
MKT802
Marketing
Major

14. Professionally-Related Courses
Options for Marketing Major
Can use 4 of 11 slots for professional electives –
MKT504,GMS522,MKT723,MKT730, MKT731,MKT 828,
MKT829 & MKT850
Total of 11 PR slots

15. Marketing Minor
Take another major (e.g. Finance, HR,
Entrepreneurship)
Total of 6 courses are required for the Minor
Course selection depends on streams

16. Marketing Minor Course Selection
Required Precursors for all streams
• MKT100 or HTM302
• MKT300
Choose 4 courses from the following:
MKT400 MKT500 or HTR 741 or RMG700
MKT504 MKT510 MKT600
MKT700 MKT723 MKT730
MKT731 MKT828 MKT829
MKT850

17. Generalist
MKT400
MKT500 or
HTR741 or
RMG700
MKT510
MKT600*
MKT700
Sports
Marketing
MKT500 or
HTR741 or
RMG700
MKT504
MKT828*
MKT829
MKT850
Social Media
MKT400*
MKT500 or
HTR741 or
RMG700
MKT510
MKT700
MKT850
Marketing
Research
MKT400
MKT500 or
HTR741 or
RMG700*
MKT700
MKT731
MKT850
Marketing
Innovation
MKT400
MKT500 or
HTR741 or
RMG700
MKT723
MKT730*
MKT731
Themes
Students wishing to pursue a minor with a particular theme
may follow these recommended course selections.

18. Whatever you choose…
Get involved!!!