MARKETING

Are you interested in creating beautiful stories and narratives? Are you full of imagination and curiosity to explore complex human interactions with information processing for value creation? If you are, then marketing is your choice. We are an interdisciplinary program deeply based on concepts of strategy, psychology, sociology, analytics, artificial intelligence, policy, and online and offline integration, recognizing our strengths and partners in the Huntsville area. Our award-winning professors, researchers, editors, and business leaders will prepare you for an ever-changing, disruptive global marketplace.

You will examine strategies facing the Chief Marketing Officer in contemporary organizations, big data aggregation and analytics, digital transformation, consumer decision-making including nudging, brand management and valuation, advanced marketing research techniques, retailing techniques including best-in-class online methods as well as marketing and public policy areas including customer analytics, issue elevation, and non-profit management.

BACHELOR OF SCIENCE IN MARKETING

Marketing is essential for the organic growth of a business, and its central role is to create, communicate, capture, and sustain value for an organization. Marketing helps an organization create value by better understanding the needs of its customers and providing them with innovative products and services. A degree in marketing allows learners to utilize different skills, such as problem-solving, analytical modeling, and applied psychology, in creative and innovative ways. The Marketing Program will prepare learners of Alabama A&M University for a challenging and rewarding career in marketing design and sales.

We emphasize the theory and practice of marketing expertise, competency, communication, and positive attitude development as required explicitly by employers of our graduates. Learners in Marketing majors will learn the process by which businesses communicate their core values to customers and other stakeholders. Learners in marketing study how companies win customer trust, and how to maintain and enrich that relationship through market research, customer data analysis, direct personal interaction, and technology-oriented methods. Learners are engaged in instructional and experiential learning that involves crafting and navigating marketing campaigns and new market research methods.

Marketing professionals possess and develop various skills, including qualitative and quantitative analysis, critical thinking, creativity, communication, and problem-solving. Accordingly, we train our learners to develop these essential skills for success in the academic or business world.

COURSEWORK IN MARKETING

Our expert professors and thought leaders publish in some of the most influential academic journals and other outlets, such as Information Systems Research, Journal of the Academy of Marketing Science, IEEE Transactions on Engineering Management, Journal of Product Innovation and Management, California Management Review, and Industrial Marketing Management.

Based on the deep expertise of our professors, our course design in marketing and supporting areas help learners to systematically approach an unstructured problem to answer difficult-to-resolve questions in the ever-changing, complex contemporary world. From advertising to branding, retailing, and sales to digital marketing and marketing analytics, our highly experiential coursework enables learners to leverage real-world opportunities that help prepare them for dynamic and meaningful careers.

The major in marketing requires 120 credit hours, organized as the following.

24 credits required for a Major in Marketing
12 Program Electives
48 credits required for General Education.
36 Credits required for Professional Core in Business.

Marketing Major Required Courses

MKT 316 Buyer Behavior
MKT 323 Promotion Management
MKT 390 ELO in Marketing
MKT 410 Marketing Research
MKT 464 Global Marketing
MKT 487 Strategic Marketing

Marketing Electives (Marketing majors need to take 2 of the available marketing electives, course offerings vary from year to year)

MKT 317 Retail Management
MKT 324 Personal Selling
MKT 325 Product and Pricing Management
MKT 326 Digital Marketing
MKT 330 Principles of E-commerce
MKT 332 Merchandising Techniques
MKT 341 Business-to-business Marketing
MKT 351 Marketing Channels
MKT 401 Digital Design Marketing
MKT 405 Sales Force Management
MKT 411 Advanced Marketing research
MKT 423 Public Relations
MKT 450 Services Marketing
MKT 455 Healthcare Marketing
MKT 477 Marketing Management

CAREER OPPORTUNITIES IN MARKETING

A degree in marketing can be a great starting point for any career and a marketing degree can help set learners up for success and accomplishment in various roles.

ADVERTISING

Account management

Account supervisor/director
Account manager
Account executive
Assistant account executive
Account coordinator
Strategy/account planner/consumer insights manager or specialist

Project management

Project manager
Associate/assistant project manger

Media planner

Media director
Media planner
Associate media planner
Assistant media planner

Media buying

Media buying director
Associate media director
Programmatic media manager
Programmatic buyer/specialist
Programmatic buyer/specialist
Programmatic analyst
Assistant media buyer
Market research analyst

BRAND & PRODUCT MANAGEMENT

Branding

Brand marketing director
Brand manager/senior brand manager
Brand marketing specialist
Assistant brand manger

Project management

Chief product development officer
Product marketing manager
Product analyst
Product specialist
Product development coordinator/assistant

BUSINESS DEVELOPMENT AND SALES

Business development

Business development manager
Business development associate/sales consultant
Marketing development analyst

Sustainability

Business sustainability strategy manager/director
Business sustainability specialist/coordinator

Sales

Sales manager/director
Regional/national sales manager/director
Inbound/outbound sales manager/director
Contract manager
Sales analyst/audit analyst
Business development coordinator/sales support
Sales rep/agent/associate/lead

DATA ANALYTICS AND DATA SCIENCE

Data analytics

Data analytics manager/director
Lead/principle analyst
Business/marketing data analyst
Data metrics/predictive analyst/data reporting
Business intelligence analyst
Digital analytics and insights coordinator
Digital marketing analyst

Data science

Data science manager/director
Data scientist
Data engineer
Individual contributor/senior independent contributor

Data base marketing

Database manager/director
Database management specialist
Database administrator
Database coordinator/associate
Database marketing analyst
Date entry assistant/specialist

DIGITAL MARKETING

Digital broadcast advertising

Digital broadcast/webcast/podcast producer
Digital broadcast/media specialist/coordinator
Digital broadcast engineer
Digital media buyer
Digital broadcast traffic specialist

Digital marketing management

Digital marketing manager/director
Digital account manger
Digital marketing specialist/strategist
Digital marketing/web/google analyst
Digital marketing assistant

E-commerce

Ecommerce manager/director
Ecommerce associate/specialist
Ecommerce analyst

Website and other platforms

Website project manager
Web content manger
Web content specialist/strategist
Web developer/designer/producer
Online community manger
Webmaster/web developer specialist

Mobile marketing

Mobile media buyer
SMS marketing specialist

Email marketing

Email marketing manager/executive
CRM manager
Email marketing specialist/analyst

Search engine marketing

Search engine marketing (SEO)/search engine optimization/pay-per-click manger (PPC)
Search engine optimization/per-to-click analyst
SEO/PPC specialist/content writer

Content marketing

Content marketing manager/director
Digital marketing content creator/specialist/associate (Inbound or outbound or both)
Content strategy specialist

Display marketing and advertisement

Display marketing/advertising manager/director
Display and programmatic specialist
Paid search manager
Paid media specialist
Digital designer

Social media marketing

Social media marketing manager/director
Social media content manager
Social media coordinator
Social media analyst

Affiliate marketing

Affiliate marketing manager/director
Affiliate marketing editor
Affiliate marketing specialist/analyst

Influencer marketing

Influencer partnership/marketing manger
Influencer marketing specialist/associate/coordinator/assistant

MARKETING RESEARCH

Marketing research manager/director
Marketing research analyst
Marketing research specialist/consultant/market
Consumer insights analyst
Data analyst
Marketing intelligence specialist
Research/insights associate
Researcher/qualitative/quantitative researcher

MARKETING STRATEGY AND MANAGEMENT

Marketing strategy

Chief marketing officer
Vice president of marketing
Strategic marketing manager/director program analyst
Technology developer marketing managers/specialist
Program/project manger
Marketing consultant/advisor
Marketing/project associate/coordinator/assistant
Marketing operations specialist

Growth marketing

Demand generation/growth marketing manager
Demand generation specialist/analyst
Growth marketing strategist

Event marketing

Event manager
Event marketing specialist

PUBLIC RELATIONS

Digital broadcast advertising

Publicity assistant/public affairs specialist
Publicity assistant/public affairs specialist
Media relations specialist

Internal & external communications

Public relations/corporate communications manager
Internal/external communication manger
Internal/external communication specialist
Communications coordinator/assistant

Customer relations

Client/customer relations manager/director
Customer relations specialist/consultant
Client marketing/retention associate

Investor relations

Investor relations manager/director
Fundraising manager
Investor relations analyst
Investor relations assistant

RETAILING

Retail/store manager
Retail/account manager
Retail analyst
Retail sales advisor/associate/coordinator/execution specialist
Retail/field merchandiser
Online retailing (see digital marketing)

RELEVANT PROFESSIONAL ORGANIZATIONS AND LINKS

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