The Business-to-Consumer (B2C) Marketing
Concentration
The Business-to-Consumer
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, interactive retailing, and development of marketing
strategies for reaching consumer markets.
B2C Course Checksheet
|
Required
Courses
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Electives
|
|
MKTG 384 Integrated
Marketing Communications
MKTG 385 Buyer Behavior
MKTG 388 Retail Marketing
MKTG 482 Database Marketing
MKTG 485 Marketing Management
Choose one
of the following marketing electives:
** MKTG 440 Retail Strategy
and Buying
** MKTG 470 Strategic Internet Marketing
**A course can only
be counted as a requirement or an elective, NOT
BOTH.
|
Choose two
of the following marketing electives:
MKTG 386 Services Marketing
MKTG 420 Data Mining
MKTG 430 Professional Selling
** MKTG 440 Retail Strategy and Buying
MKTG 460 Global Marketing
** MKTG 470 Strategic Internet Marketing
MKTG 494
Marketing Internship
**A course can only
be counted as a requirement or an elective, NOT
BOTH.
|
Career paths for
Business-to-Consumer Marketing Concentrators
Graduates in this concentration
will be suited to begin careers in business-to-consumer marketing,
relationship marketing, merchandise management, human resource
management, new business creation, customer service operations,
catalog marketing, retailing, Internet marketing, not-for-profit
marketing, and promotional account management positions.
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
