Marketing
Chair
Professors
- Catherine A. Cole (Henry B. Tippie Research Fellow), Sarah Fisher Gardial (Henry B. Tippie Dean), Gary J. Gaeth (Cedar Rapids Area Business Chair), Thomas S. Gruca (Henry B. Tippie Research Professor of Marketing), Gary J. Russell (Henry B. Tippie Research Professor of Marketing)
Professors emeriti
- Carol C. Fethke, Irwin P. Levin, Peter C. Riesz, Randall L. Schultz, Doyle L. Weiss
Associate professors
- John P. Murry, Dhananjay Nayakankuppam (Henry B. Tippie Research Fellow), Jing "Alice" Wang (Leonard A. Hadley Research Fellow)
Associate professor emeritus
Assistant professors
- Sheila Goins, William M. Hedgcock (McLean Faculty Research Fellow), Sanghak Lee, Qin Zhang
Lecturers
- Robert Cline, David E. Collins, Robert Rouwenhorst
Undergraduate major: marketing (B.B.A.)
Graduate degree: Ph.D. in business administration
Web site: http://tippie.uiowa.edu/marketing/
The Department of Marketing offers programs that follow business trends and lead business practice.
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Undergraduate Program
- Major in marketing (Bachelor of Business Administration)
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Bachelor of Business Administration
The Bachelor of Business Administration with a major in marketing requires a minimum of 120 s.h., including 20 s.h. of work for the major. The program is designed to provide undergraduate students with an understanding of the business, social, and economic roles of marketing and to prepare them for marketing careers.
Several decades ago, the study of marketing dealt almost exclusively with business activities involved in the flow of goods from production to consumption. Today it includes principles that are more widely applicable; they are as relevant to the success of arts, sports, and social programs as they are to firms selling goods and services. A major in marketing includes study in the behavioral sciences, communications, statistical analysis, and computer methods as well as marketing decision making.
Graduates find employment opportunities as market analysts, merchandise managers, buyers, purchasing agents, advertising managers, brand managers, and sales representatives in a variety of for-profit and nonprofit organizations.
The major in marketing requires the following course work. For B.B.A. common requirements, see Bachelor of Business Administration in the Catalog.
All of these:
Three of these:
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Graduate Program
- Doctor of Philosophy in business administration
In addition to offering a marketing major for the Ph.D. in business administration, the department participates in the M.B.A. program, which is offered by the Tippie School of Management; see Master of Business Administration Program in the Catalog.
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Doctor of Philosophy
Graduate students in marketing may earn a Doctor of Philosophy in business administration. For a description of the Ph.D. program and requirements, see Doctor of Philosophy in the Catalog and visit the Department of Marketing web site.
Applicants must meet the admission requirements of the Graduate College; see Manual of Rules and Regulations of the Graduate College or the Graduate College section of the Catalog.
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Courses
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Primarily for Upper-Division Undergraduates
| 06M:029 (MKTG:1300) First-Year Seminar | 1 s.h. |
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Small discussion class taught by a faculty member; topics chosen by instructor; may include outside activities (e.g., films, lectures, performances, readings, visits to research facilities).
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| 06M:100 (MKTG:3000) Introduction to Marketing Strategy | 3 s.h. |
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Philosophy and activities of marketing; marketing environment of an organization; strategies with respect to marketing decisions, buyer behavior; spreadsheet analysis of marketing problems. Prerequisites: 06E:001 (ECON:1100). Requirements: junior standing.
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For Undergraduate and Graduate Students
| 06M:102 (MKTG:3600) Professional Preparation in Marketing | 2 s.h. |
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Overview of marketing careers; how marketing strategies are developed, evaluated, and implemented; how research on buyer behavior is used in marketing decisions; identification of research methodologies, analytical tools, and technologies for addressing marketing problems; marketing's relationship to other business and organizational functions and to the external environment. Prerequisites: 06M:100 (MKTG:3000).
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| 06M:105 (MKTG:3300) Web Business Strategy | 3 s.h. |
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Introduction to World Wide Web business and marketing; concepts, methods, and applications associated with doing business on the web; web page construction and design; case studies and/or entrepreneurial projects. Prerequisites: 06M:100 (MKTG:3000).
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| 06M:107 (MKTG:3400) Retail Strategies | 3 s.h. |
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Strategies for retail site selection, store design, supply chain management, customer relationship management/customer service; merchandising management strategies for planning merchandise assortments, buying systems, buying merchandise, pricing, promotion. Prerequisites: 06M:100 (MKTG:3000).
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| 06M:125 (MKTG:3500) Direct Marketing Strategies | 3 s.h. |
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Principles and processes of direct and database marketing; insight into the requirements for building a customer‑based marketing strategy. Prerequisites: 06M:100 (MKTG:3000).
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| 06M:135 (MKTG:3200) Consumer Behavior | 3 s.h. |
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Behavioral and social aspects of marketing; research methods and findings from behavioral sciences, their relation to production, consumption, and marketing of products, services. Prerequisites: 06M:100 (MKTG:3000).
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| 06M:137 (MKTG:4100) Advertising Theory | 3 s.h. |
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Advertising as a promotional force; emphasis on theory, planning, resulting strategic and tactical decisions made by advertising executives. Prerequisites: 06M:100 (MKTG:3000).
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| 06M:139 (MKTG:4200) Sales Management | 3 s.h. |
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Personal selling, management of sales force; emphasis on recruitment, selection, training of sales representatives; problems in allocation of sales effort, supervision, control. Prerequisites: 06M:100 (MKTG:3000).
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| 06M:140 (MKTG:4250) Marketing and Sustainability | 3 s.h. |
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Concepts for developing and implementing sustainable marketing strategies; developing more environmentally friendly products, more sustainable logistical systems, socially responsible pricing, and promoting sustainable products in a socially responsible way. Prerequisites: 06M:100 (MKTG:3000).
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| 06M:147 (MKTG:4500) Marketing Management | 3 s.h. |
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Marketing problems of organizations; emphasis on marketing manager's role in developing, presenting goal‑oriented marketing strategies; application of marketing concepts to real business situations. Prerequisites: 06M:100 (MKTG:3000), 06M:134 (MKTG:3100), and 06M:135 (MKTG:3200). Requirements: marketing elective numbered above 100 and senior standing.
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| 06M:151 (MKTG:4300) International Marketing | 3 s.h. |
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Differences in global environment: how cultural considerations, political, legal, and economic conditions affect market entry strategies and marketing mix decisions; development of marketing plan for non‑U.S. environments. Prerequisites: 06M:100 (MKTG:3000).
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| 06M:191 (MKTG:3700) Marketing Institute Seminar I | 1 s.h. |
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Soft skills and professional expertise to succeed in marketing and consulting careers; resume and interview training, industry presentations, business case assignments, lectures. Prerequisites: 06M:100 (MKTG:3000). Requirements: admission to the Marketing Institute.
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| 06M:192 (MKTG:3701) Marketing Institute Field Studies | 3 s.h. |
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Plan, design, carry out, and report on a marketing research project for a profit or nonprofit client organization; communicate with managers, apply knowledge of marketing research, meet deadlines, and convert research findings into actionable recommendations for management. Prerequisites: 06M:100 (MKTG:3000) and 06M:191 (MKTG:3700). Requirements: admission to the Marketing Institute.
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| 06M:195 (MKTG:4999) Honors Thesis in Marketing | 3 s.h. |
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Independent student project directed by faculty or staff advisor; culminates in thesis that conforms to University Honors Program guidelines; may include empirical research, library research, applied projects. Prerequisites: 06B:194 (BUS:3999) or 06E:194 (ECON:3999). Requirements: admission to the Tippie College of Business honors program.
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| 06M:197 (MKTG:4800) Field Studies in Marketing | 3 s.h. |
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Experience in planning, designing, carrying out, reporting on a marketing research project for a profit or nonprofit client organization; communication with managers, application of marketing research, meeting deadlines, converting research findings into action recommendations for management. Prerequisites: 06M:100 (MKTG:3000) and 06M:134 (MKTG:3100).
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| 06M:199 (MKTG:4900) Academic Internship | arr. |
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Professional internship experience with associated academic content.
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Primarily for Graduate Students
| 06M:205 (MKTG:9210) Web Business Strategy | 3 s.h. |
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Introduction to World Wide Web business and marketing; concepts, methods, and applications associated with doing business on the web; web page construction and design; case studies and/or entrepreneurial projects. Prerequisites: 06N:211 (MBA:8110).
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| 06M:223 (MKTG:9150) Brand Management | 3 s.h. |
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Strategies for building, leveraging, and defending brands; principles of consumer behavior, how they relate to building brand identity and equity; branding of consumer goods and services. Prerequisites: 06N:211 (MBA:8110).
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| 06M:225 (MKTG:9180) Direct Marketing Strategies | 3 s.h. |
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Principles and processes of direct and database marketing; insight into requirements for building a customer‑based marketing strategy. Prerequisites: 06N:211 (MBA:8110).
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| 06M:227 (MKTG:9110) Category Management | 3 s.h. |
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Marketing strategy related to manufacturing product line interactions, retailer product assortment, consumer response; category definition, product line pricing and branding, cross‑category promotions, channel coordination, efficient consumer response, loyalty programs, database marketing. Prerequisites: 06N:211 (MBA:8110).
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| 06M:229 (MKTG:9120) Customer Relationship Management | 3 s.h. |
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Analytical approaches to customer relationship management; issues, techniques and terminology associated with database marketing and data mining; analysis of customer databases; assessing lifetime valuation (LTV) of customers, identifying "high potential" customers, estimating return on marketing investment, building predictive models to estimate the probability of response to a marketing campaign. Prerequisites: 06N:211 (MBA:8110).
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| 06M:230 (MKTG:9020) Marketing Research Methods | 3 s.h. |
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Managerial applications of marketing research techniques, including methods of design, analysis, interpretation of marketing research studies; assessing value of information, sampling, sources of bias, instrument construction, interpretation of scanner data, geodemographic data, applications of integrated research systems. Prerequisites: 06N:211 (MBA:8110) and 06N:216 (MBA:8150).
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| 06M:231 (MKTG:9170) Business to Business Marketing | 3 s.h. |
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Industrial buyer behavior, buyer‑seller relationships, interactive product policy and market segmentation, distribution and selling systems; skill development in market strategy formulation for industrial products and services, and in solving problems and making decisions about industrial marketing. Prerequisites: 06N:211 (MBA:8110).
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| 06M:232 (MKTG:9030) Buyer Behavior | 3 s.h. |
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Behavior of consumers and industrial buyers; research methods and findings from behavioral sciences applied to production, consumption, and marketing of products and services; application of consumer behavior concepts to managerial decision making. Prerequisites: 06N:211 (MBA:8110).
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| 06M:233 (MKTG:9160) Service Marketing | 3 s.h. |
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Production, consumption, and marketing of services; solutions to problems faced by service managers; development of an organizational marketing system for delivery of quality service. Prerequisites: 06N:211 (MBA:8110).
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| 06M:235 (MKTG:9190) International Marketing | 3 s.h. |
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Domestic versus international perspective; identification and evaluation of opportunities and risks in non‑U.S. markets; research problems in global markets; effects of international organizations, foreign exchange, macroeconomic policies, local law, and cultural differences on consumer behavior and marketing decisions; multinational versus global marketing strategies (entry, product adaptation, channel logistics, pricing, promotion); emphasis on practical applications. Prerequisites: 06N:211 (MBA:8110).
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| 06M:236 (MKTG:9140) Advertising and Promotion Strategy | 3 s.h. |
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Marketing communications as dialogue between producers and consumers, how promotional mix evolves; emphasis on advertising, sales promotion, branding. Prerequisites: 06N:211 (MBA:8110).
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| 06M:237 (MKTG:9200) Field Studies in Marketing | 3 s.h. |
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Experience in planning, designing, carrying out, reporting on a marketing research project for a profit or nonprofit client organization; communication with managers, application of marketing research, meeting deadlines, converting research findings into action recommendations for management. Prerequisites: 06N:211 (MBA:8110) and 06N:216 (MBA:8150). Recommendations: 06M:230 (MKTG:9020).
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| 06M:242 (MKTG:7850) Seminar in Marketing Models-Ph.D. | 3 s.h. |
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Theoretical, operational models in marketing, with emphasis on recent advances; in‑depth criticism of models, participation in model development project.
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| 06M:243 (MKTG:7800) Seminar in Consumer Behavior-Ph.D. | 3 s.h. |
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Key facets of consumer behavior—information processing, perception, memory, learning, attitude formation, attitude change, decision making, emotion; behavioral research methods.
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| 06M:250 (MKTG:9300) Applied Marketing Research | 3 s.h. |
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Research design, survey design, sampling, data analysis, qualitative research methods, research project management.
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| 06M:251 (MKTG:9310) Marketing Analytics | 3 s.h. |
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Quantitative tools to support marketing planning decisions, including forecasting, elasticity analysis, conjoint analysis, and customer LTV; analysis of syndicated data.
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| 06M:252 (MKTG:9320) Strategic Brand Positioning | 3 s.h. |
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Define market boundaries; use customer and competitor analyses to create sustainable market positions; create and manage brand identities; brand architecture, brand equity measurement.
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| 06M:253 (MKTG:9330) Product and Pricing Decisions | 3 s.h. |
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Create and capture value through product and service design, including stage‑gate evaluation models; implement pricing strategy for new products and existing product lines. Prerequisites: 06N:211 (MBA:8110).
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| 06M:254 (MKTG:9340) Customer Analysis | 3 s.h. |
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Use customer insights to support successful marketing programs; organizational, individual, and joint decision making; post sale satisfaction behaviors.
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| 06M:255 (MKTG:9350) Marketing Communication and Promotions | 3 s.h. |
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Develop effective communication programs for business and consumer markets; manage agency relationships; integrate media/vehicle platforms; track and evaluate investments in communications and promotions. Prerequisites: 06N:211 (MBA:8110).
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| 06M:256 (MKTG:9360) Managing Distribution Networks | 3 s.h. |
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Select distribution channels, manage distributor relationships; category level competition and coordination; monitor distributor performance.
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