MARKETING MAJOR'S GUIDE
TO MARKETING AT TEMPLE
Prepared by:
Faculty, Marketing Department
School of Business and Management
Temple University
TEMPLE UNIVERSITY School of Business and Management Alter Hall Fifth Floor
A Commonwealth University Department Chair, MSCM Philadelphia, PA 19122
Dr. Michael F Smith (215) 204-1682
The faculty of the Marketing Department would like to take this opportunity to thank you for providing us with the opportunity to serve you. We have put together this handbook to provide information for student concerning departmental policy, course offerings and career opportunities, along with several other points of interest as they apply to your experiences as a Marketing major at Temple.
Furthermore, we have developed a departmental home page that will provide you with information for research projects, course syllabi, job and internship opportunities and several other points of interest. Our address can be found here: Marketing Major Booklet Updated.doc
As faculty members, our mission is to provide a challenging and rewarding educational experience for our students. If you have any questions or criticisms concerning your experiences with us at Temple, please do not hesitate to speak to one of us.
Wishing you the best,
Dr. Michael F. Smith
Chairman, Department of Marketing and Supply Chain Management
TABLE OF CONTENTS
SUBJECT PAGE
Selected Marketing Career Paths and 3
Recommended Course Sequences
Undergraduate 3
Graduate 4
Selected Marketing Department and 5
School Of Business and Management
Policies
Incompletes 5
Change of Grade 5
Posting of Grades 5
Independent Study 6
Internship/CO-OP Programs 8
Listservs and E-mail 9
Marketing Careers and Planning 11
Marketing Communications 13
Product Management 14
New Product Planning and Development 15
Consumer Sales and Sales Management 15
Industrial Selling and Industrial Sales 16
Management, Business to Business Selling
Direct Marketing 16
Marketing Research (Qualitative) 17
Marketing Research & Marketing Information Systems 17
Retailing Management 18
Physical Distribution Management 18
Service Marketing 19
Nonprofit Organizations 19
International Marketing 19
Government Agencies 20
Marketing Operations Research/Systems Analysis 20
Marketing Controller 21
Marketing Analysis and Planning 21
Selected Outside Sources for Papers and Projects 22
Awards and Scholarships 23
Student Organization (American Marketing Association) 25
Faculty Profiles 26
Staff Profiles 28
UNDERGRADUATE MARKETING PREREQUISITES
Marketing 2101 (0081) or Honors 2901 (0091) is a prerequisite for all other undergraduate marketing courses.
Major Courses:
· MKTG 2101 Marketing Management (Or MKTG 2901 Marketing Management – Honors) *
· MKTG 3596 Consumer and Buyer Behavior (Writing Intensive) *
· MKTG 3511 Marketing Research *
· MKTG 3553 International Marketing*
· MKTG 4596 Marketing Strategy Planning
Marketing majors must also take three Marketing electives. These include:
· MKTG 3501 Advertising
· MKTG 3502 Database Marketing Management
· MKTG 3503 Promotion Management
· MKTG 3504 Sales and Sales Management
· MKTG 3505 Entrepreneurship Marketing
· MKTG 3506 Retail Administration *
· MKTG 3507 Direct Marketing *
· MKTG 3508 Strategic Applications of Technology in Marketing
· MKTG 3509 Quantitative Methods in Marketing
(*Beginning in spring 2009, students wishing to take Marketing 3511, 3553, and 3596 will be required to earn a grade of C or higher in Marketing 2101/2901 to be eligible. Marketing majors will need to earn a C grade in Marketing 3511, 3553, and 3596 to be eligible to register for Marketing 4596 (or 4501 for new admitted 2008 freshmen), as well as a 2.0 major and overall GPA in order to graduate.)
GRADUATE MARKETING PREREQUISITES
M.B.A. in Marketing
The Fox School is developing several options to include Professional, Full-Time, Executive, Global and Online initiatives. The school is currently making significant modifications to our graduate programs. Students and prospective students are directed to the Fox website to get the latest information on these initiatives.
SELECTED MARKETING DEPARTMENT AND SCHOOL OF BUSINESS AND MANAGEMENT POLICIES
This section identifies and explains the rationale behind some of the policies which may have a significant impact on student academic performance.
Grade Requirements
Beginning in spring 2009, students wishing to take Marketing 3511, 3553, and 3596 will be required to earn a grade of C or higher in Marketing 2101/2901 to be eligible.
Marketing majors will need to earn a C grade in Marketing 3511, 3553, and 3596 to be eligible to register for Marketing 4596 (or 4501 for new admitted 2008 freshmen), as well as a 2.0 major and overall GPA in order to graduate.
Certain Marketing Electives (Marketing 3502, 3506, 3507, MKTG 3581) also require a course grade of “C” to count as marketing electives.
Incompletes
According to Fox School policy:
"An instructor will file an 'I' (Incomplete) only if a student has completed the majority of the work of the course at a passing level, but cannot complete the course for reasons beyond the student's control."
"The notation of 'I' may be given by the instructor when a student has not completed the work of a course by the time grades must be turned in, but has made a written contract with the instructor. The contract must specify the nature of the work to be completed, the means by which the final grade will be determined, and the grade to be received if the work is not completed by a specified date."
Change of Grade
According to Fox School policy:
"Under no circumstances should a grade be changed by accepting additional work from the student or allowing the student to retake exams after the final examination period in order to raise the overall grade. Any exception to this policy requires the approval of the Academic Associate Dean. Additional work can be accepted before the final exam as long as this option is available to all students."
Internship/Co-op opportunities
Today, many organizations recruit employees from co-op and internship programs that they sponsor. The Marketing Department and Temple University offer a variety of opportunities for students to participate in these programs. Marketing students are strongly encouraged to work with both CSPD and the American Marketing Association on identification of internship opportunities.
Students who participate in Internships and Co-op programs are able to get valuable business experience that may significantly enhance their resumes.
For some internship opportunities, sponsoring organizations pay students for their time (typically $8 to $15 per hour with the number of hours to be worked-out with the company) while other organizations offer students the opportunity to gain experience without compensation.
Generally speaking, Internship Programs do not have an academic component; students participate in internships to build their skills and network.
Co-op Programs do have an academic component. To receive academic credit for a co-op the student must apply and be accepted by the department co-op coordinator (see below).
For further information see Dr. James Hunt ( or 215-204-1620) on the Main Campus or Mr. Harry Shrank ( or 215-283-1410) at the Ambler Campus.
Credit for Co-ops (MKTG 3581) is provided as an option to students who wish to leverage experiences in their internship for a deeper understanding of applied Marketing. The opportunity is ONLY available to marketing majors and serves as an upper level elective.
The Co-op option is only available to those students who have demonstrated above average academic performance in the classroom. Students may not use a Co-op as a substitute for required (Marketing 2101, 3511, 3553, and 3596) courses in Marketing. The requirements for Co-op credit are:
1. The student must have a GPA of at least 3.0 at the time of application for the internship course.
2. The student is responsible for obtaining a legitimate internship on their own (please coordinate with CSPD for more information). Marketing Faculty will require proof of the legitimacy of the internship as it relates to marketing as part of the application process.
3. The student must submit a formal, written request for the internship to the course coordinator (Dr James Hunt at the Main Campus, Mr Harry Shrank at Ambler Campus). The request must include evidence of GPA, Completion of Lower Division CORE and Marketing Core (MKTG 2101, 3511, and 3596), Proof of internship (offer letter), detailed Job Description, and finally, a statement of “thesis” which will guide the internship course process.
4. Once the faculty member agrees to sponsor the student, a contract will be written and signed (by both parties) stipulating the exact nature of the requirements for completion of the internship. At a minimum, the contract will identify:
a. The frequency, form, and content of communications; generally students will be required to meet face-to-face with the faculty advisor but may also be required to maintain and submit reflective journals as part of the evidence of learning through the internship.
b. The number of credit hours to be granted upon completion of the co-op experience (maximum 3 credits). Note, students may only take the course once.
c. The period of time over which the student must complete the co-op; this should specify the duration of the internship and the milestones for the Co-op credit.
d. The Co-Op experience Final Report process (i.e., literature review, primary research study, field study, etc.).
e. The Co-Op experience course outcome (i.e., report, presentation, business plan, etc.).
4. The student must have completed at least three marketing courses with a B or better in each course to be eligible for the Co-Op Experience.
Independent Study
An independent study (MKTG 3582) is provided as an option to students who wish to explore a well defined area within Marketing in greater depth. The independent study option will only be granted to those students who have demonstrated above average academic performance in the classroom.
Students may not use an independent study as a substitute for required (Marketing 2101, 3511, 3553, and 3596) courses in Marketing. The independent Study course may only be used as Marketing Elective. Requirements for independent study are:
Undergraduate
1. The student must have a GPA of at least 3.0 at the time of application for independent study and have completed the Marketing intermediate Core (MKTG 2101, 3511, 3553, and 3596).
2. The student is responsible for finding a faculty member to sponsor the independent study. Students should come prepared to faculty with a thesis proposal for the study. It is suggested that students interested in the independent study LEARN about the Marketing Faculty and their research interests and seek to match their research to the interests of faculty for a richer learning opportunity.
3. Once the faculty member agrees to sponsor the student, a contract must be written and signed (by both parties) stipulating the exact nature of the requirements for completion of the independent study. At a minimum, the contract should identify:
f. The number of credit hours to be granted upon completion of the independent study (maximum credits is 6)
g. The period of time over which the student must complete the independent study.
h. The independent study process (i.e., literature review, primary research study, field study, etc.).
i. The independent study outcome (i.e., report, presentation, business plan, etc.).
4. The student must have completed at least three marketing courses with a B or better in each course to be eligible for independent study.
Graduate
Graduate independent study requirements are the same as those for undergraduates except for the following provision:
1. The student must have completed at least two marketing courses with a B+ or better in each course to be eligible for independent study.
The independent study contract must be presented to and approved by the department chairman. Any exceptions to the above guidelines must be approved by the chairman.
DEPARTMENTAL LISTSERV
Introduction
As technology continues to evolve, it is becoming more and more important that you familiarize yourself with how to plug into the information highway. The ability to communicate with others electronically is necessary regardless of your major. Today, computer literacy is just as important as skills in reading, writing and arithmetic. To help you develop these skills, we have arranged for access to Temple’s E mail system. In the context of E-mail, you will be able to do the following:
1. Send messages or documents to a specific person in your classes or send a message to all Marketing majors and Marketing professors.
2. Send messages to me concerning any questions that you may have about grading, assignments, attendance, class material, etc.
3. Receive announcements concerning departmental policy, internships and CO-OP opportunities and employment announcements, etc.
WHAT IS IT LIKE TO BE IN THE MARKETING WORLD?
Where Are Marketers Found?
A customer orientation is a feature of growing, dynamic and successful companies. Companies imbued with this orientation tend to also be companies which are systematic and effective in training, evaluating, and advancing promising marketing executives. The training period may involve the graduate in a number of critical areas, such as sales, advertising, public relations, and research. Also, the graduate may well get involved in some of the newer interfaces between marketing such as computers, statistics, accounting, or operations management. These are strong areas and any exposure to these types of information and techniques should be sought aggressively by the marketing graduate.
In a sense, marketing provides a very short route to real management responsibility and authority. The traditional marketing route of coming up through the sales force to district sales management, then on to national sales management, and finally into top marketing management is being short-circuited by the marketing specialists who join the company's marketing department directly. Whether the graduate specializes in brand or product management or is a specialist in research, advertising, and sales, today's marketing graduate is likely to move right into spheres of influence fast. The most successful marketing graduate will be the one who develops a good quantitative background and a strong specialty in one of the functional fields such as research, or advertising. At the same time the graduate should obtain a good knowledge of the operations of other functional and staff areas. Knowledge or training of the functional areas of marketing is of value whether the marketing graduate is in a service operations field, such as an advertising agency, or marketing consulting or research firm, or with a manufacturing management group.