Overview

• Business Practice and Business Education
• The Pamplin College of Business and the Departments of Finance and Marketing
• Trends in Business Faculty Hiring and Retention

Presentations and Discussions lead by the Dean and Department Heads

16 hours

Concepts and Skills

• Introduction to Marketing
  1. Business and the Marketing Function
  2. Marketing and Society
• Marketing Concepts
  1. Strategic Marketing
  2. The Marketing Mix
  3. Marketing Management
• Planning for Marketing Action

Lecture Discussion
Projects/Assignments

24 hours

Understanding Markets

• Types of Markets
  1. Business-to-Consumer Markets
  2. Business-to-Business Markets, Buyer-Seller Relationships
  3. International Markets

Lecture Discussion
Problem Assignment
Cases and Projects

60 hours

Marketing Research

• The Research Process
  1. Academic vs. Applied
  2. From Problem to Plan
• Types of Data
• Research Approaches (causal, descriptive, exploratory)
• Research Methods

Lecture Discussion
Problem Assignments
Cases and Projects

60 hours

Components of the Marketing Mix

• Product
  1. New Product Development
  2. Product Strategy
• Price
  1. The Role of Price
  2. Pricing Approaches
  3. Pricing Strategy
• Place
  1. Channels and Distribution
  2. Channel Strategy
• Promotion
  1. Types of Marketing Communications
  2. Promotion Strategy

Lecture Discussion
Problem Assignments
Cases and Projects

60 hours

Managerial Applications of Marketing

• Firm-side perspectives on Marketing Research

20 hours

Research in Marketing

• Introduction to Marketing Journals
• Research Methodology
  1. Introduction to SAS, SPSS
  2. Approaches to Marketing Inquiry
• Reading of Select Working Papers in Marketing
• Research and Publication Strategies
• Development of Research Topics and Research Design, under faculty mentoring, with a view to eventual publication

Instruction and Mentoring by Research Faculty

Deliverable: A research proposal with publication potential

80 hours