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New Emphasis in the Department of Marketing and Management:
Marketing Analytics

REPORT FOR THE UNIVERSITY SENATE

University Senate Academic Policies Committee

Brief History of Issue

The marketing analytics emphasis is designed to help prepare marketing students for success in analytical marketing decision-making.  It emphasizes analysis of marketing databases.  The emphasis responds to growing demands for analytical decision-making in the areas of purchasing, retailing, internet marketing, fact-based selling, and integrated marketing communications.

The emphasis is the result of two years of planning base on consultations with the Marketing Advisory council.  It includes 28 credits of required and elective courses beyond the core business requirements.  The only course required beyond the general marketing emphasis is MKTG 332”Marketing Communications and Promotion Analysis.”  MKTG 332/532 and MKTG 338/538 “Marketing Technology and Applications” will be revised and renamed to reflect the enhanced emphasis on analytics components.

 

Points Discussed by Committee:
Differences between the analytics emphasis and the general marketing emphasis
Impact on enrollments in other majors
Is the emphasis conceptually distinct from the general marketing emphasis?

Pros of Recommendation:

  • Responsive to demands in the field
  • Improves marketability of graduates
  • Highlights specific background in analytics

 

Cons of Recommendation:

  • General marketing majors could complete the same courses but not earn the emphasis
  • May not be sufficiently unique to justify a separate title program status

 

 

MOTION FOR THE UNIVERSITY SENATE

The University Senate Academic Policies Committee by a vote of 9 votes for and 0 votes against, recommends to the University Senate that the Marketing Analytics Emphasis in the Department of Marketing and Management be approved.
 
Implementation Date: On approval

Dr. Robert E. Hollon, chair, on behalf of the
University Senate Academic Policies Committee
              

 

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