Areas of Focus

Advertising and digital marketing

Advertising and digital marketing professionals promote a company or organization’s brand through a variety of integrated communications channels. They use both traditional communication vehicles as well as newer, emerging types of communication to maximize brand awareness, preferences, and profit.

Salaries in the advertising profession can range from $38,000 for an entry-level Account Coordinator at an advertising/branding agency, to well over $100,000 for and agency Account Director or corporate Marketing Director. Digital marketing professionals have the ability to earn salaries in the range of $88,000 to $130,000. Top firms hiring marketing professionals include: Possible, LPK, Sunrise Advertising, Burke, Delta, Ahalogy, Forward Edge and Pep Promotions.

(Source: The Creative Group 2018 Salary Guide.)

Highly recommended

MKTG 4025: Advertising
MKTG 4027: e-Marketing
MKTG 4030: Branding
MKTG 3085: Consumer Behavior

Suggested courses

MKTG 4034: Shopper Marketing
MKTG 3080: Marketing Research
MKTG 4026: Influencer Marketing
MKTG 5085: Marketing Strategy
MKTG 4071: International Marketing

Electives

DAAP 2013C: Guide to Design (FA BoK)
DAAP 3000: Applied Trend Research and Analysis
(Note: you can count DAAP 2013C or DAAP 3000 toward your Marketing major, but you can count only one course, not both.)
DAAP 2011: Fundamentals of Photography Design (FA BoK)
FAA 1035: Basic Video (FA BoK)
ENGL 3069: Introduction to Web Authoring
ENGL 3072: Multimedia Writing
ENGL 3074: Rhetoric of Social Media
ENGL 3077: Visual Rhetoric
ENGL 5022 (6022): Promotional Writing
ENGL 5023 (6023): Reports and Proposals
COMM 2042: Intro to Public Relations
COMM 2043: Public Relations Writing
ANTH 3089: Business Anthropology

Brand management

Brand management professionals focus on the planning and execution of activities and initiatives that grow brand awareness, preference, and profits. They use consumer insights, marketplace data, and sales forecasts to analyze and evaluate brand performance and interact with all areas of manufacturing, supply chain, and related business functions to ensure brands continually meet the needs of consumers.

Salaries for brand management professionals can range from $65,000 for entry-level professionals to well over $100,000 for seasoned Brand Managers.Top firms hiring brand management professionals include: Luxottica, Procter & Gamble, LPK, KAO Brands, Northlich, Meritor and Interbrand.

(Source: The Creative Group 2018 Salary Guide.)

Highly recommended

MKTG 4030: Branding
MKTG 5085: Marketing Strategy
MKTG 4020: Product Management
MKTG 4034: Shopper Marketing
MKTG 3085: Consumer Behavior
MKTG 4071: International Marketing

Suggested courses

MKTG 4025: Advertising
MKTG 4033: Retailing
MKTG 4021: New Product Development
MKTG 7014: Marketing Innovation Tools

Electives

DAAP 2013CP: Guide to Design (FA BoK)
DAAP 3000: Applied Trend Research and Analysis
(Note: you can count DAAP 2013C or DAAP 3000 toward your Marketing major--but you can count only one course, not both.)
Finance courses
ENGL 5022 (6022): Promotional Writing
ENGL 5023 (6023): Reports and Proposals
ANTH 3089: Business Anthropology

Marketing innovation

Research & Development - Develop new product ideas based on consumer needs and test them with customers.

Product Development Manager - Identify target market segments and brainstorm ways of reaching those market segments through advertising or other outreach strategies.

Consumer Products Manager - Identify target consumers, engage them through polling and market data and develop products that speak to them.

Marketing Innovation professionals ensure a company or organization continues to grow through creative thinking, planning, and execution of products, services, and approaches to meet evolving consumer needs. They use consumer insights, sales data, and marketplace knowledge to consider enhancements and additions to product/service lines and strategic business approaches.

Marketing Innovation professionals have the ability to earn salaries in the range of $60,000* to well over $100,000. Top firms hiring marketing innovation professionals include: Cintrifuse, The Brandery and Cincy Tech.

(Source: The Creative Group 2018 Salary Guide.)

Highly recommended

MKTG 4021: New Product Development
MKTG 4014: Marketing Innovation Tools
MKTG 3080: Marketing Research
MKTG 5085: Marketing Strategy
MKTG 4071: International Marketing

Suggested courses

MKTG 4030: Branding
MKTG 3085: Consumer Behavior
MKTG 4022: Business to Business Marketing

Electives

DAAP 2013C: Guide to Design (FA BoK)
DAAP 3000: Applied Trend Research and Analysis
(Note: you can count DAAP 2013C or DAAP 3000 toward your Marketing major--but you can count only one course, not both)
ANTH 3089: Business Anthropology
Entrepreneurship courses
ENGL 5022 (6022): Promotional Writing
ENGL 5023 (6023): Reports and Proposals
ENGL 4092: Technical and Scientific Writing

Consumer insight and marketing research

Consumer & Marketing Knowledge - Conduct research studies, surveys, interviews, and observations to provide insights into your consumers.

Research Analyst - Assist with the execution of marketing research studies by compiling, analyzing and interpreting marketing research data.

Shopper Marketing - Consumer insights and marketing research professionals provide the information, analysis, and recommendations necessary to help companies succeed in meeting their organizational goals and objectives. They are involved in the planning, execution, analysis, and reporting of a variety of qualitative and quantitative data that are used to support recommended actions to grow an organization.

Salaries in the consumer insights and marketing research profession can range from $48,000 for an entry-level researcher, to almost $100,000 for professionals with three or more years of experience. Top firms hiring consumer insights and market research professionals include: Nielsen, Kroger, 84.51, Ipsos, Norstar International, Corbus and Interbrand.

(Source: The Creative Group 2018 Salary Guide.)

Highly recommended

MKTG 3085: Consumer Behavior
MKTG 3080: Marketing Research
MKTG 5085: Marketing Strategy
MKTG 4021: New Product Development
MKTG 4071: International Marketing

Suggested courses

MKTG 4034: Shopper Marketing
MKTG 3000: Professional Selling
MKTG 4026: Influencer Marketing
MKTG 5085: Marketing Strategy
MKTG 4021: New Product Development
MKTG 4014: Marketing Innovation Tools

Electives

BANA courses in Analytics
BANA 6037: Data Visualization
ENGL 5023: Reports and Proposals
ENGL 4092: Technical and Scientific Writing
DAAP 2013C: Guide to Design (FA BoK)
DAAP 3000: Applied Trend Research and Analysis
(Note: you can count DAAP 2013C or DAAP 3000 toward your Marketing major--but you can count only one course, not both)
ANTH 3089: Business Anthropology
ANTH 3067: Demographic Anthropology
ANTH 3074: Forms of Seeing
SOC 2030: The Individual in Society
SOC 3055: Population Change

Professional selling

Professional selling involves the use of techniques and processes aimed at growing a business through relationship building and generation of sales. These professionals use their strengths in customer research, presentation, and negotiation to achieve corporate goals for sales and profits.

Sales professionals have the ability to earn salaries in the range of $40,000 for entry-level professionals to well over $100,000 for seasoned professionals.

Top firms hiring Professional Sales professionals include: AXA Advisors, DHL Express, The Habegger Corporation, The Kellogg Company, Legion Logistics, Northwestern Mutual, Prograde, Inc., Reynolds & Reynolds, Total Quality Logistics, Staples, Inc., TEKSystems, Bridge Logistics, Paycor, Anthem, Protective Life, The Kraft Heinz Company and SC Johnson.

Highly recommended

MKTG 3000: Professional Selling
MKTG 4000: Strategic Selling
MKTG 5000: Sales Practicum
MKTG 3085: Consumer Behavior

Suggested courses

MKTG 4023: Sales Management
MKTG 4022: Business to Business Marketing
MKTG 4026: Influencer Marketing
MKTG 4071: International Marketing

Electives

BANA 6037: Data Visualization
ENGL 5022 (6022): Promotional Writing
ENGL 5023 (6023): Reports and Proposals
ENGL 4092: Technical and Scientific Writing
DAAP 2013C: Guide to Design (FA BoK)
DAAP 3000: Applied Trend Research and Analysis
(Note: you can count DAAP 2013C or DAAP 3000 toward your Marketing major--but you can count only one course, not both)

Retail management and shopper marketing

Retail Management and Shopper Marketing professionals focus on achieving company success through both traditional retail as well as omnichannel marketing techniques and applications. They utilize consumer insights, marketplace data and technology to ensure consumers have access to products and services.

Retail Management and Shopper Marketing professionals have the ability to earn salaries in the range of $35,000 for entry-level professionals to over $100,000 for experienced professionals.

Top firms hiring retail management and shopper marketing professionals include: Luxottica, The Kroger Co., Procter & Gamble, The Kellogg Company, Fifth Third Bank, L Brands, The Hershey Company, Macy’s, The Kraft Heinz Company, Nestle, Johnson and Johnson, Unilever, Colgate-Palmolive Company, Acosta and Smuckers.

(Source: The Creative Group 2018 Salary Guide.)

Highly recommended

MKTG 4033: Retailing
MKTG 4034: Shopper Marketing
MKTG 3000: Professional Selling
MKTG 3085: Consumer Behavior
INTB 3090: International Retailing

Suggested courses

MKTG 4032: Sales Management
MKTG 4022: Business to Business Marketing
MKTG 4024: Services Marketing
MKTG 4025: Advertising
MKTG 4071: International Marketing

Electives

DAAP 2013C: Guide to Design (FA BoK)
DAAP 3000: Applied Trend Research and Analysis
(Note: you can count DAAP 2013C or DAAP 3000 toward your Marketing major--but you can count only one course, not both)
OM 4088: Services Management
ENGL 5022 (6022): Promotional Writing
ENGL 5023 (6023): Reports and Proposals
DAAP 2021: Fashion in the Public Eye
DAAP 2011: The Business of Fashion