MARKETING AT ILLINOIS STATE UNIVERSITY

The purpose of this manual is to familiarize students with the field of Marketing and to answer some questions about marketing as a course of study and as a career choice. This manual is designed to answer the routine questions. Questions requiring answers in greater depth should be addressed to the Department of Marketing office, 325 Williams Hall, (309) 438-7261.

WHAT IS MARKETING ALL ABOUT?

Marketing consists of a wide spectrum of activities that join production of goods and services with consumer or industrial use. Historically, marketing emerged as an identifiable set of activities as companies began to specialize in mass production. Included among these activities are such things as helping to design products or services to satisfy customer's needs, designing pricing strategies to achieve profitable utilization of resources, implementing distribution procedures to obtain a smooth flow from producer to user, and implementing and evaluating the professional-selling and advertising operations to assure that users have sound bases for their buying choices. Marketing management consists of planning, implementing, and controlling these various marketing activities.

Educators and practitioners are concerned with the societal impacts of marketing activity. Marketing managers are increasingly required, and rightly so, to not only consider the needs and wants of consumers but also the interests of “other publics” in society which may be impacted by marketing decisions. In this sense, marketing has a polit1cal dimension whereby marketing strategies can be designed to contribute to satisfying the collective social good. Marketing is important in our society because it is the spark that transforms society's tremendous capability to produce goods and services into what people want to satisfy their desires, wants and needs. It stands at the interface between production and consumption to help identify production possibilities and to determine society's priorities in using scarce resources to satisfy wants. One of every three people working in our society is engaged in marketing activities. These activities permeate manufacturing firms, wholesaling and retailing firms, service organizations such as nursing homes and hospitals, governmental agencies, nonprofit institutions such as The Red Cross and the Sierra Club, and religious institutions. Moreover, the importance of marketing management in society continues to increase. As specialization in production continues to grow, both in terms of tasks and geographical location, the need for marketing activities to jion with production continues to grow as well. As more and more organizations in service, governmental, and not-for-profit fields discover that much of the work they are doing is marketing work, they are filling more and more executive positions with personnel trained in marketing.

The job titles of marketing management personnel vary widely. In the private sector, one finds such titles as “vice-president of marketing” as the chief marketing executive in a manufacturing firm; “district sales manager" as a manager of a sales force in a limited geographic area; “customer account manager" as a sales representative of a manufacturer; "account executive" as the representative of an advertising agency responsible for maintaining relationships with a particular client; "division merchandise manager” as the executive in a retailing firm responsible for several departments; “director of procurement" as the executive in a manufacturing firm responsible for buying industrial goods; and “director of marketing research" as the executive responsible for the staff function of marketing research. Marketing professionals also may move into roles as directors of public relations in organizations. As you can surmise,

the broad field of marketing is closely affiliated with such social and behavioral sciences as economics, sociology, communication and psychology as well as such quantitative disciplines as accounting, statistics, management science, and computer science. (See Appendix for possible careers in marketing.)

WHAT ARE THE REQUIREMENTS IF I WANT TO MAJOR IN MARKETING??

Business Core Requirements (40 hours) include:

ACC 131 Financial Accounting

ACC 132 Managerial Accounting

ACC 270 Information Systems in Organizations

BUS 100 Enterprise

ECO 105 Principles of Economics

MAT 121 Applied Calculus

FIL 208 Legal Environment of Business

FIL 240 Business Finance

MKT 230 Introduction to Marketing Management

MQM 100 Statistical Reasoning

MQM 220 Business Organization and Management

MQM 227 Operations Management

MQM 385 Organizational Strategy

Marketing Required Courses (9 hours)

MKT 231 Buyer Behavior

MKT 232 Marketing Research

MKT 338 Strategic Marketing Management

 

Marketing Elective Courses (9 hours total)

MKT 233 Foundations of Integrated Marketing Communication

MKT 234 Personal Selling and Relationship Marketing

MKT 245 Summer Study Abroad

MKT 287 Independent Study

MKT 329 Purchasing Policies and Procedures

MKT 333 Integrated Marketing Communication

MKT 334 Sales Management

MKT 335 Retailing Management and Promotion

MKT 337 Business-to-Business Marketing

MKT 339 Seminar in Marketing (topic varies)

MKT 350 International Marketing

MKT 398.01 Internship in Marketing

 

WHO ARE THE MARKETING FACULTY? See the Appendix for brief profiles of the cur- rent tenure-track/tenured instructional staff.

ANSWERS TO TYPICAL QUESTIONS

Is it true that there is heavy emphasis on English? Why?

Developing good communication skills is a must for success in marketing because marketing requires extensive interact; on with people, not only coworkers but people outside the firm as well. Written communication is the most important form to master for it will also lead to effective oral communication by forcing individuals to organize and structure their thoughts before they convey them to others. English 101 and BEA 240 are designed with that purpose in mind -- to teach students how to write and communicate effectively. Because of the great need for precise written communication in the business world today, these may be two of the most important courses you take in your college career. The skills learned in English 101 and BEA 240 will be useful throughout your collegiate career and beyond.

I've heard that I should be sure to take courses in history, sociology, and psychology. Why?

These courses help you understand the people with whom we deal and the social

and cultural environment in which we operate. History allows us to examine the social environment over time to gain insight regarding its dynamic nature. Such insight is helpful to us in forecasting change in the future--an activity vital to marketing management.

Sociology and psychology are the basic behavioral sciences upon which the applied science of marketing draws so heavily. Sociology deals more heavily with group relationships while psychology is more concerned with the individual. A knowledge of what both of these have to offer is important in helping prospective marketers understand the consumer. Understanding consumers and their needs is the starting point for all marketing activity.

Why natural science?

The purpose of this University Studies requirement is to familiarize marketing majors with the approaches and methods of science. One very important reason for obtaining some knowledge in this field is that marketing sometimes involves working closely with physical or biological scientists, engineers, and others who bring a scientific perspective to their work. It also helps to understand the potential impact of marketing activities on the natural environment and vice versa.

Why should marketing majors be required to take so much economics?

Economics is the basic science concerned with the problem of allocation of resources to provide goods and services to meet the needs of people. Business management needs the theoretical tools of economics to help think through the problems involved in allocating resources. Economics is commonly referred to as the "mother science" of business. This explains why the sequence of courses in principles of economics is a prerequisite to business courses.

Why study statistics?

Although the allocation of resources gives consideration to relationships among variables, there are often uncertain relationships. Statistics provides a set of tools with which to deal with these problems. Business statistics should be taken rather than similar courses offered because the content of the business statistics courses has been adapted more precisely to the needs of students in the College of Business.

These courses are prerequisite to several of your later business courses. So you must learn this material, remember it, and review it.

Why should marketing majors be required to take such complicated mathematics?

Statistics and management science involve complicated functional relationships among variables which provide powerful tools to guide decisions. Those skills are mathematically oriented. These required math courses have the content that you need for a full understanding of the statistical tools.

Why require accounting for marketing majors?

Many business decisions require a basic understanding of accounting. Understanding accounting concepts will aid you in making knowledgeable, well-informed decisions as well as feeling confident about those decisions. Many times' accounting knowledge will be the sole source of information for these decisions.

Marketing executives tend to be users of accounting information, not producers

of it. This means that the accountant's analysis, rendered as various types of statements, are particularly important to you. However, you must understand the basics of their procedures and conventions in order to use the statements with any facility. That is why you must learn all of the details in accounting courses.

What can I transfer from other institutions?

Generally, any student that has earned an associate degree in a baccalaureate-oriented program will be admitted to ISU with a junior standing and with all or most University Studies (general education) requirements completed. Transfer credit from two-year co11eges is limited to 66 semester hours plus a maximum of 4 semester hours of physical education. Transfer credits for work taken prior to enrollment at ISU are evaluated by the Evaluations Office of the Admissions and Records Department.

It is important to complete economics, accounting, calculus and business statistics requirements by the end of the sophomore year. These are explicit prerequisites for the upper-level courses. It should also be noted that the Dean's office has specified which math courses can be received for credit, so consult with advisors in the College of Business if you have questions.

Computer science should also be completed prior to the junior year. If you have any questions concerning the transferring of any classes, contact the College of Business.

Should I finish the first two years before I start work in the second two years?

In general, the answer is yes. Students currently enrolled in community colleges may find it advantageous to complete the associate degree before enrolling at ISU and the College of Business. Illinois State University, in agreement with Illinois pub1ic community colleges, allows a student with a bacca1aureate-oriented associate degree to be admitted to ISU with a junior standing and with all or most University Studies (general education) requirements completed as

long as you have the required GPA for the university and the College of Business. It is usually good to finish the first two years before you start on the second two years.

What happens if I get an academic drop?

This is listed under the Academic Policies section of the University catalog. To maintain academic good standing, a student must achieve a minimum cumulative GPA of 1.8 if he or she has completed less than 31 semester hours. A minimum cumulative GPA of 2.0 must be achieved if he or she has completed 31 semester hours or more. Students who fail to meet the above requirements are placed on academic probation for the following term. At the end of the term, when a student goes on probation a second time, he or she is automatically dismissed from the university.

Can I drop (or add) a class after the last day to drop (or add)?

In the university catalog under the Academic Requirements section, and in the front part of the university catalog in the University Calendar, it explains the dates that a course can be dropped or added without penalty. Generally, a course cannot be added after the last day of complete registration; but, if prior permission is obtained from the department chairperson or advisor, you could conceivably receive special permission to do so.

What about taking courses on a pass/fail basis?

Taking courses on a pass/fail basis is discussed in the University Catalog. Pass/fail is listed under the heading -Credit/No Credit- student option: To be able to utilize this privilege offered by the University, the student must be an undergraduate student (except for a first semester freshman) who is not on scholastic probation. The student is graded on a basis of CT {credit) or NC (no credit) rather than on the basis of A, B, C, D, or F grades. The entry of CT and NC is entered on the student's record but is not figured in the students grade point average.

This student option is designed to encourage students to enroll in courses they otherwise would not take. Those courses required for a student‘s major or minor may not be taken on the credit/no credit basis. Six semesters is the maximum number of hours that can be taken each semester under the credit/no credit option. Also, a maximum of 25 semester hours under the credit/no credit option may be presented for graduation.

A student electing to use the credit/no credit option does so in the regular registration process. The student cannot elect to use the credit/no credit option after the tenth day of classes in the semester. Those students using the credit/no credit basis may return to the letter basis of grading before the last date for withdrawing from a course, as specified in the Class Registration Directory.

CAUTION: Students who plan to enter graduate or professional school should consult their academic advisor before using the credit/no credit student option.

How do I change the time I take a final examination?

This information is contained in the Class Registration Directory. Permission to change the time for an exam must be obtained from the Department Chairperson and/or the College Dean. Arrangements should then be made with the instructor to take the exam some other time. Students with more than two exams scheduled for the same day may make arrangements with the Associate Dean of Undergraduate Instruction to change their exam schedule.

YOUR MAJOR AREA

The courses offered in the Marketing Department give you the opportunity to prepare yourself for a career in marketing as well as to receive a solid education. To effectively prepare yourself for a career, you should carefully plan the sequence of required and elective courses in accordance with the specialty area you have chosen. Be sure to take required courses in plenty of time to avoid prerequisite conflicts. Selecting a series of elective courses which focus on a special area of marketing will provide you with greater depth and understanding in that area. It will also make you more marketable for a specific career in marketing when you begin a job search. Developing and revising a course plan should be an ongoing process to help guide you to specific career objectives for your first position in marketing.

Marketing is one of the fastest growing professions and will continue even more so as the marketplace becomes increasingly competitive. By concentrating your efforts on a marketing specialty such as sales or research, your chances to succeed in such an area will be greater. Make sure that you see an advisor or a member of the marketing faculty to discuss the course combinations that are most advantageous to your situation. Also, consult your undergraduate catalog for information regarding major/minor requirements for marketing.

A special note on MQM 385 - Problems in Bus; ness: You are required to take this course during your senior year.

YOUR ELECTIVES

This is your education; do not waste it by taking easy, unrelated courses which do not pertain to your career goals in marketing. If, for instance, you are concentrating on the sales/marketing area, you will benefit immensely from carefully selected communication and psychology courses as electives. The courses Professional Selling and Sales Management would be great assets to your concentration in sales. If your interest lies in the international area, taking international economics courses, economic geography courses, international relations courses, and a foreign language will greatly benefit you. Remember, a solid education which shows both direction and interest in a marketing specialty, both in and out of the College of Business, should supplement (and complement) your major area of interest.

Reportable Experiences

In your Marketing curriculum, you will take a number of courses which will give you an opportunity to obtain practical experience. For example, in several courses you will undertake special projects which are real life research and consulting experiences. The following classes frequently offer this type of benefit: Marketing Research (MKT 232), Business Organization and Management (MQM 220), Problems in Business (MQM 385), Seminar in Marketing (MKT 339), Advertising Management (MKT 333), and Professional Selling (MKT 234). All of these experiences are reportable and should be included in your resume. Prospective employers enjoy discussing the specifics of such research/consulting projects or experiential exercises during interviews.

Professional Activities

On the ISU campus, there are a number of organizations and activities that would be helpful and interesting to you. You are urged to take advantage of these opportunities. Some of the organizations at Illinois State are Delta Sigma Pi fraternity, Society for Advancement in Management (SAM), Business Administration Club (BUA), and more. Generally, the two largest organizations on campus are the Student Accounting Society (SAS) and the American Marketing Association (AMA). AHA has been recognized with several awards including the International Chapter of the Year three times. The newest student group on campus is Pi Sigma Epsilon which focuses upon the professional world of selling and sales management. If you are looking to gain some “hands on" experience, one or more of these organizations are for you!

May your experience pursuing a degree in marketing be a complete success. Remember, your professors will be more than happy to give you study and career advice. Come and see them, get acquainted, get involved!

This Informational pamphlet was originally created by members of Illinois State

University's American Marketing Association, with updated editorial support from the Department of Marketing. This pamphlet is meant to be a helpful planning guide for prospective and matriculated Marketing Majors at Illinois State.

APPENDIX

The 26 Marketing Occupations

According to Careers In Marketing. a book co-authored by David Rosenthal, professor of marketing at Miami University, and Michael Powell, the following is a list of 26 occupations that they believe constitute professions in marketing.

The book is sponsored by the American Marketing Association and the National Council of Physical Distribution Management, a professional organization.

Product Management

Product manager, consumer goods. Develops new products that can cost millions of dollars, with advice and consent of management. A job with great responsibility.

Administrative manager. Oversees the organization within a company that transports products to consumers and handles customer service.

Operations manager. Supervises warehousing and other physical distribution functions; often directly involved in moving goods on the warehouse floor.

Traffic and transportation manager. Evaluates the costs and benefits of different types of transportation.

Inventory control manager. Forecasts demand for stockpiled goods, coordinates production with plant 'manager: keeps track of current levels of shipments to keep customers supplied.

Administrative analyst planner. Performs cost analyses of physical distribution systems.

Customer service manager. Maintains good relations with customers by coordinating sales staffs, marketing management. and physical distribution management.

Physical distribution consultant. Expert in the transportation and distribution of goods.

Advertising

Account executive. Maintains contact with clients while coordinating the creative work among artists and copywriters. In full service ad agencies. account executives are considered partners with the client in promoting the product and aiding in marketing strategy.

Media buyer analyst. Deals with media sales representatives in selecting advertising media: analyzes the value of media being purchased.

Copywriter. Works with art director in conceptualizing advertisements: writes the text of print or radio ads or the storyboards of television ads.

Art director. Handles the visual component of advertisements.

Sales promotion manager. Designs promotions for consumer products: works at an ad agency or a sales promotion agency.

Public Relations Manager. Develops written or filmed messages for the public: handles contacts with the press.

Specialty Advertising Manager. Develops advertising for the sales staff and customers or distributors.

Retailing

Buyer. Selects products a store sells; surveys consumer trends and evaluates the past performance of products and suppliers.

Store Manager. Oversees the staff and services at a store.

 

Sales

Direct, Door-to-Door or Other Personal Selling. Compensation is based mostly on a commission.

Sales to Channel. Sells to another step in the distribution channel (between the manufacturer and the store or customer). Salesperson's compensation includes salary plus bonus.

Industrial/Semi- Technical. Sells supplies and services to business. Compensation is salary plus bonus.

Complex/Professional. Sells complicated or custom-designed products to business. Requires understanding of the technology of a product. Compensation is salary plus bonus.

Marketing Research

Project Manager/Supplier. Coordinates and oversees the conducting of marketing studies for a client.

Account Executive/Supplier. Serves as liaison between client and market research firm; similar to an advertising agency account executive.

Project Director/In-house. Acts as project manager for the market studies conducted by the firm for which one works.

Marketing Research Specialist/Advertising Agency. Performs or contract for market studies for agency clients.

 

Non-Profit

Marketing Manager/Performing Arts. Develops and directs mail campaigns, fundraising, and public relations for arts organizations.

Adapted from Careers in Marketing by David Rosenthal and Michael PQwe11 published by Prentice-Hall Inc~ 1984. for the Prentice-Hall American Management Association series in marketing.