Post-Doctoral Bridge to Business Program
Marketing Track

Intro to the Marketing Track | Curriculum

Module

Topics

Method

Time

Overview
(Joint session: Finance & Marketing)
  • 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
    3. Online Customers
    4. 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

40 hours

Pedagogy
(Joint session: Finance and Marketing)
  • Teaching Styles, Techniques and Learning Theories
  • Course Design and Management
  • Case Based Learning
  • Student Evaluation, Assessment and Learning Outcomes
  • Contemporary Issues in Higher Education: faculty roles, responsibilities and accountability

Lecture Discussion lead by the Center for Excellence in  Undergraduate Teaching

Experiential Exercises

40 hours

Research in Marketing
  • Introduction to Marketing Journals
  • Research Methodology
    1. Introduction to SAS
    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