11-2021.00 - Marketing Managers
Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.
- Develop pricing strategies, balancing firm objectives and customer satisfaction.
- Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
- Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
- Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
- Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies.
- Consult with product development personnel on product specifications, such as design, color, or packaging.
- Compile lists describing product or service offerings.
- Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
- Confer with legal staff to resolve problems, such as copyright infringement or royalty sharing with outside producers or distributors.
- Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.
- Initiate market research studies, or analyze their findings.
- Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
- Select products or accessories to be displayed at trade or special production shows.
- Advise business or other groups on local, national, or international factors affecting the buying or selling of products or services.
- Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand.
- Conduct economic or commercial surveys to identify potential markets for products or services.
- Consult with buying personnel to gain advice regarding environmentally sound or sustainable products.
- Develop business cases for environmental marketing strategies.
- Integrate environmental information into product or company marketing strategies, policies, or activities.
- Recommend modifications to products, packaging, production processes, or other characteristics to improve the environmental soundness or sustainability of products.
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As part of the nationally recognized JMU College of Business, the marketing major prepares students to assume professional and leadership roles in the rapidly changing, technically-oriented and competitive world of marketing by helping students develop specialized skills in the management of customer relationships through the creation, communication and delivery of value to customers. The curriculum provides a solid foundation of the knowledge and skills needed to develop effective marketing efforts. The major offers a concentration in Professional Sales and an area of emphasis in Digital Marketing.
Students gain knowledge and experience through general education courses, the College of Business core curriculum, and the marketing major with various combinations of required and elective marketing courses. Marketing faculty and staff work with students in small classes and individually to help them build leadership and team skills. Strong connections are made between in-class study and the business world through experiential course projects, case studies, simulations, independent studies and internships.
Marketing majors conform to the general structure of the B.B.A. degree program. The B.B.A. degree in marketing requires a minimum of 120 credit hours of undergraduate course work.
The curriculum is designed for individuals who seek employment in business management or for those presently in management who are seeking promotion. Job opportunities include administrative assistant, management trainee, department head, branch manager, office manager, manager of small business, and supervisor.
This curriculum is designed for individuals who plan to transfer to a four-year college or university to complete a baccalaureate degree program in business administration with a major in accounting, business management, decision science and management, information systems, finance, marketing, etc.
This program is designed to offer students already employed in promotion and public relations the opportunity to improve and update their skills, allowing for advancement on the job. Interested students will have an opportunity to explore this field as a career and become acquainted with fundamental skills.