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MBA in Marketing · MBA Orientation Presentation for Spring 2005 Courses For more information or to request admission application forms, see Wharton MBA Programs.
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What is Marketing? For strategic decision makers in the private and public sectors, "marketing" describes a fundamental approach to general management decision making as well as a necessary set of business functions. Marketing is an important input to top management's choices of served markets, competitors, and portfolios of operating technologies in the "real" world, and the rapid development of the Internet has created the challenge of marketing e-businesses in a "virtual" world. As such, the field of marketing is a valuable preparation for many types of management careers including consulting, entrepreneurial management, and line management. Because of its broad relevance, marketing is often chosen by students as part of a dual major, as well as a major in itself. The variety of courses offered by the marketing faculty has been designed to meet the needs of management generalists and those who choose either the marketing management or marketing research major areas. Students begin their preparation in the marketing area by taking MKTG 621/622, Marketing Management, which together give an overview of the role of marketing in the development of business strategies. Using a combination of lectures, readings, case studies, and computer simulations, the course, which is divided into two halves, reviews the fundamental approaches to analysis in each of the marketing policy areas—product/market selection, product line management, sales force operations, communications management, pricing and profit planning, management of channels of distribution, and marketing research. Students' choices of further marketing courses depend on their preferences for a variety of initial management career paths. Students deciding to major in marketing management may apply MKTG 621/622 toward the major's requirements. Two majors are available: the marketing management major and a cross-functional major in marketing and operations management. Marketing ManagementMarketing management majors choose courses to prepare themselves for careers in corporate or not-for-profit management, or in marketing fields that range from product management, advertising, and sales and account management to retailing, e-business, distribution management, and strategic marketing planning. Students can look forward to career opportunities in large and small organizations representing a spectrum of industrial, consumer goods, service, electronic commerce, and consulting firms in public- and private-sector institutions. The requirements of the major permit flexibility in the selection of electives according to individual preferences, building on a base of concept and methodology courses. The range of courses available permits tailoring the major to the student's interests. In particular, students select from full-semester classes and from a set of "mini-courses," which are half-semester classes, approximating one course in a quarter system, that focus on a specific facet of marketing. Requirements for the Marketing Management Major
Five credit units including:
(b) One course in marketing research:
(c) At least three credit units chosen from the following: Full credit courses (1 cu each):
One-half credit courses (.5 cu each)
NOTE: A student contemplating MKTG 891 Thesis or MKTG 899 Independent Study must first find a faculty member who agrees to supervise and approve the student's written proposal for an independent study project. Final approval is granted by the Marketing Department MBA Advisor. Non-Marketing MajorsStudents who may not prefer a marketing major often find that there are several combinations of marketing electives that fit their interests well. Popular combinations of electives include: the New Product Development mini-course combined with the Advertising Management or the Pricing Policy mini-course (to complete one credit unit), the Marketing Research course, and the Marketing Strategy course. Cross-Functional Major in Marketing and Operations ManagementMarketing and Operations Management are two closely interrelated key functional areas in all manufacturing and service firms. This cross-functional major is designed to satisfy the strong need in industry for MBAs with in-depth training in both areas. Graduates in this area are better prepared to take challenges in their future career paths. Examples of their first job assignment include brand managers who have to coordinate marketing and manufacturing for a particular product, project managers of consulting firms, participation in new product develop teams, members of quality management programs, or managers in the service sector with responsibility for creating and marketing new services. The major requires 7.5 credit units and emphasizes the integration of the two functional areas. Students are required to take the core courses in marketing and operations management (MKTG 621-622 and OPIM 631-632), Marketing Research (MKTG 756), and the mini-course OPIM 655/MKTG 655 Integrating Marketing and Operations. Remaining work for the major is satisfied by taking 4 credit units of electives from the following marketing and operations management lists. At least 1 credit unit must be from the Marketing list and at least 2 credit units must be from the Operations list. Requirements for the Marketing and Operations Management major – Total of 7.5 course units (CUs):
In Marketing:
* The ASP should deal with a topic that integrates across production and marketing. Possible topics include new product development, managing the marketing/manufacturing/product engineering interface, integrating front/back office operations in services, after-sales service, and distribution channel management. In Operations Management:
Note: Current syllabi (PDF format) for courses are available only to Wharton users through SPIKE. MKTG 621 Substitution Form: If you have received permission to substitute a marketing elective for Marketing 621, please use this Acrobat PDF form. Complete the form fields, save the file on your computer, and then e-mail it to the Marketing Department MBA Advisor.
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