8: McIntire School of Commerce

General Information | Academic Requirements | Course Descriptions | Faculty

General Curriculum | Degree Requirements | Programs of Concentration
Accounting | Finance | International Business | Management
Management Information Systems | Marketing


The discipline of marketing is eclectic in nature, drawing from and interchanging with the quantitative and social sciences in developing and expanding its content. As such, the areas of accounting, economics, law, mathematics, philosophy, psychology, sociology, and other related disciplines are drawn upon for the conceptual, theoretical, and empirical underpinnings of the marketing discipline.

What product to make or service to provide? How much? How to distribute it? How to inform people about its existence and communicate its merits? What price to charge? -- these are all marketing questions. Every organization, profit or nonprofit, must answer these questions in one form or another. It is the purpose of the marketing program to provide the student with the necessary concepts and background for examining these questions. The program's objectives are to make the student aware of the role of marketing in society and in the firm, where it interrelates with almost all organizational functions and influences virtually all plans and decisions.

The marketing program intends to introduce the student to the role of marketing both in the firm and in society. Case analyses, computer simulation, discussion groups, experiential exercises, research reports, seminars, field projects, lectures, outside speakers, and the McIntire Marketing Association (MMA), together with national marketing/advertising competitions, are utilized to accomplish this purpose. The marketing program is intended to meet the basic educational needs of students planning graduate study or entering profit or non-profit organizations in such areas as client relations, sales, advertising and promotion, brand management, distribution, international marketing, marketing research, marketing consulting, logistics, purchasing, product management, retailing, and positions in the service industries.

Required courses for the marketing concentration are COMM 353, COMM 455, and one 400-level marketing course.

Continue to: Course Descriptions
Return to: Chapter 8 Index