Topic: Career/Training

Ug Marketing Curriculums

Posted by shawn.t.thelen on 250 Points
What marketing topics, skills, and subjects do you want UG Marketing majors to master in order to be desirable and hirable entry-level employees. Your responses will help us audit our marketing curriculum.

Thank you,
Shawn T. Thelen, Ph.D.
Hofstra University
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  • Posted by mgoodman on Accepted
    A dozen categories with which Marketing students should at least be familiar ...

    Strategy: Positioning, defining the target audience, benefits vs. features, objectives, trial, repeat, personas, B2B/B2C, tracking performance, KPIs, branding, not-for-profit organizations, push/pull

    Advertising copy: strategy, development, pre-testing, tracking, post-audit

    Media: broadcast, print, outdoor, online, email, PPC, search/SEO, trade press; determining the media mix

    Understanding customers and influencers: market research, analytics

    Packaging: functional, graphics/communication, brand identity, added value

    Product: identifying and meeting consumer needs, launching new products, product life-cycle, managing a product portfolio, product mix, leading R&D

    Trade shows: objectives, follow-up strategies, measuring effectiveness

    Promotion: sampling, couponing, price vs. non-price, tie-in, premium/gift-with-purchase

    Sales support: spiffs, quotas, contests, training, trade practices, forecasting, distribution channels, category management/leadership

    Pricing: price elasticity, bundling, discounting, EDL, price-volume analysis

    PR/Publicity: When/how to use, setting objectives

    Financial: ROI, payout, breakeven analysis, budgeting

    Which of these they need to *master* will depend on what they want to do for a living. At a minimum they need to be very familiar with all the terms and concepts above, as well as basic business subjects (e.g., human resource management, entrepreneurship, business law, accounting, etc.).

    Note: There are probably a half dozen more areas that escape me right now. Perhaps others will chime in.

  • Posted by Jay Hamilton-Roth on Accepted
    To add to Michael's great list:

    Familiarization with technology: HTML/CSS, databases, and social media.

    Soft skills: how to perform informational interviews, how to facilitate groups, how to work well in teams, how to lead a team, how to actively listen.

    Entrepreneurial experience: how to develop/market something with limited resources.
  • Posted by shawn.t.thelen on Author
    Dear All,

    Thank you for your input, it is very useful for our efforts and evaluating curriculum.

    Shawn Thelen, Ph.D.

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