A-to-Z Index


The business to consumer marketing concentration is designed for marketing majors who want in-depth study, analysis, development and marketing of goods and services for sale to consumers using store, catalog and electronic buying methods. Students will develop knowledge, market skills and experience relating to store management, site management, consumer segmentation, Internet marketing and development of marketing strategies for reaching consumer markets.

Graduates in business-to-consumer marketing will be suited to begin careers in relationship marketing, merchandise management, new business creation, customer service operations, catalog marketing, retailing, Internet marketing, not-for-profit marketing and promotional account management positions.

Required Courses
Credit Hours
MKTG 384. Integrated Marketing Communications
MKTG 385. Buyer Behavior
MKTG 388. Retail Marketing
MKTG 430. Professional Selling
MKTG 470. Strategic Internet Marketing
MKTG 482. Database Marketing
MKTG 485. Marketing Management
Choose two marketing electives from the following list:
     MKTG 386. Services Marketing  
     MKTG 405. Survey Research  
     MKTG 440. Retail Strategy and Buying1  
     MKTG 460. Global Marketing  
     MKTG 490. Special Studies in Marketing  
     MKTG 494. Marketing Internship  
1 Courses cannot be double-counted toward the major.

Students choosing this concentration will be able to:

  • Explain the nature of business to consumer marketing (also known as retailing), consider it from various perspectives (both store and non-store), demonstrate its impact, and note its special characteristics
  • Differentiate between business to business and business to consumer marketing concepts, theories, and processes
  • Relate the marketing concept to retailing with an emphasis on the total retail experience, customer service, and relationship retailing
  • Review the broad challenges facing today's retailers and show the crucial nature of both customer relationships and channel relationships in a highly competitive marketplace
  • Examine the consumer decision process and its stages: stimulus problem awareness, information search, evaluation of alternatives, purchase, and post-purchase behavior
  • Explain the global and domestic prospectives of the business to consumer marketplace
  • Discuss the characteristics and types of secondary and primary data relevant for all types of retailers
  • Use appropriate research process techniques to identify critical problem areas, design data collection methods, collect and analyze data, and synthesize conclusions relevant to solving business to consumer problems
  • Explain the steps in strategic planning for retailers: situation analysis, objectives, and identification of consumers, overall strategy, specific activities, control and feedback
  • Identify business to consumer channel management issues and explore the methods used by manufacturers, wholesalers, and retailers to exert influence in the distribution channel
  • Discuss and analyze the role of advertising, sales promotion, professional selling, and publicity in business to consumer contexts
  • Create IMC strategy recommendations for advertising, direct marketing, sales promotion, public relations, publicity, and personal selling
  • Review the ethical challenges in business to consumer marketing

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