Option in Marketing

For more information, please contact:

Dr. Thomas Gruen
Professor of Marketing and Marketing Department Chair
Faculty Coordinator, Marketing Option

The Marketing Option focuses on how to develop, establish, and maintain products and services of high value for customers as well as how to deliver and communicate them. The option addresses key linkages critical to effective customer and product management, from understanding customer needs and problems to delivering appropriate solutions and services. It further examines decision choices facing managers concerning market selection, entry timing, positional advantage to be pursued, targeting and executional approaches.

PAUL students that concentrate in marketing take - in addition to the Marketing core course - six courses in the field, of which four are required. Those required courses are:

  • MKTG 752 Marketing Research
  • MKTG 753 Consumer/Buyer Behavior
  • MKTG 762 Marketing Workshop
  • MKTG 763 Marketing Opportunity Analysis

In addition to the four required courses, students may select a minimum of two additional 700-level marketing courses. Listings of the courses as well as descriptions are provided in the attached PDF file.