The 15-credit-hour Marketing Minor at the Mendoza College of Business is designed to complement your primary major, blending creativity with analytical skills to equip you with the tools needed to drive impactful marketing strategies. Whether you’re passionate about consumer behavior, digital engagement, or data analytics, the Marketing Minor offers a tailored curriculum to prepare you for a successful career.
Open To: All Majors
Credit Hours: 15
All minors will complete 9 credit hours of required courses. The remaining courses to fulfill the Marketing Minor’s 15-credit-hour requirement can be chosen from any combination of elective courses. There is no requirement to follow a specific track. However, if you wish to specialize, you have the option to pursue one of two optional concentrations.
All Marketing minors will complete the following required courses:
Foundations of Marketing
MARK 20100/MDMK 20100
3 Credit hours
A study of markets, institutions, and the environment in which business firms operate, with attention to the effect these facets, forces, and issues have on the firm’s overall marketing strategy.
One or more of the following:
Consumer Behavior
MDMK 30100
3 Credit hours
An investigation of the decision-making process of consumer and organizational buyers. The course considers the social, cultural, psychological, and economic dimensions of behavior as they apply to the acquisition of goods and services.
Marketing Research
MDMK 30120
3 Credit hours
A study of the application of the scientific method to the definition and solution of marketing problems with attention to research design, sampling theory, methods of data collection, and the use of statistical techniques in the data analysis.
Managing Digital Engagement
MDMK 30440, 3 CH
The overarching principle of this course is to understand and examine the strategic components of a broader, multichannel (omnichannel) customer engagement approach. Multichannel customer engagement has become an imperative to preserving existing relationships and growing customer value across a broad spectrum of industries. In this course, we will examine customer acquisition, customer retention, and customer expansion strategies using online and mobile marketing methods and tools currently in vogue. Students will work on hands-on projects to develop an integrated marketing presence for firms with targeted and dynamic content to maximize customer engagement
Social Media Strategy
MDMK 30460
Rapid technological development and the increasing transparency of information have changed the way marketers interact with current and potential customers. The rise of the ‘Internet Generation’ and the increasing popularity of social platforms such as Facebook, LinkedIn, Google+, YouTube, Foursquare, and Twitter, as well as the proliferation of customer and company blogs, have forced companies to develop fundamentally new strategies and tactics for monitoring and reaching customers. In this class, we will consider what companies around the world do to leverage social media as a critical marketing tool. The course will focus on the seller side of social media and depend heavily on outside experts and case examples. We will examine the dynamic strategies and tactics that leading companies are using to supplement their traditional marketing with a wide variety of social media platforms, blogs, dashboards, and the like. We will see how companies enhance their marketing by using social media to more closely monitor customers and competitors, to improve lead generation, to build more credible reference stories and contacts, to conduct low-cost and quick customer surveys, to clarify market misperceptions, to guide market solution development and refinement, and many other uses.
Digital Marketing
MDMK 30470
Marketing’s timeless responsibilities are being augmented by new imperatives, as strong market forces and enhanced customer expectations are requiring firms and institutions to reimagine and transform their customer engagement strategies in entirely new ways. How each of us lives, works, interacts, and buys continues to fundamentally change. Digital Marketing is an essential and powerful component of modern marketing, and a driving force for how firms establish and strengthen customer relationships. This course will introduce Digital Marketing frameworks that enable firms to deeply understand and engage with each of their customers and prospects across their buyer’s journey. In this class, we will review and apply digital marketing strategies to build social media eminence, effectively engage customers and prospects, and successfully promote brands, products, and services with data-driven tools and techniques. Frameworks that enable firms to deploy a digital-first integrated marketing strategy with a measurement system to sense and respond to in-market performance indicators will be examined.
Applied Digital Marketing
MDMK 40470
Applied Digital Marketing will provide an experiential learning opportunity for students to elevate the brand equity and enrollment profile of the University of Notre Dame’s Mendoza College of Business by blending the theory of digital marketing with the practical demands of managing highly-targeted, data- driven digital marketing campaigns. Students will spearhead the design, build, and execution phases of a digital marketing campaign for COB (or appropriate client), focused on a particular channel (Facebook, Twitter, LinkedIn, etc.), program (Graduate Business, Executive Ed, Non-Profit Admin, etc.), or target audience. Course objectives include developing a deep understanding and application of the art and science of a digital-first demand management system.
Note: In addition to the courses below, Marketing Research (MDMK 30120) counts towards the Marketing Analytics concentration.
Marketing Analytics
MDMK 30130
Marketing is an increasingly analytical profession driven by the availability of data and analytical techniques to improve decision making. This undergraduate course will introduce decision models that rely on financial data, other marketing metrics including web-based key performance indicators, as well as statistical analyses. This course seeks to integrate the various analytical techniques taught in the business school within a marketing context. This course is appropriate for individuals considering careers in brand management, product management, retail management, marketing research, or consulting.
Pricing Analytics
MDMK 40150
This course will teach you how marketing managers make decisions about pricing and distribution, using data. We begin with understanding pricing and promoting to an individual customer, and use this foundation as we move to more aggregate decisions, such as setting regular and promoted prices at the product level and managing category pricing. A key part of the class is understanding the limitations of different types of data and how better planning can both simplify the analysis and increase your confidence in the findings. This class is designed to be very practical and hands-on. A working knowledge of statistics (e.g., t-test and regression analysis) is required, and you will learn R for the analysis.
Customer Valuation Management
MDMK 40450
The overarching principles of this course are: 1) estimating customer lifetime value (CLV) and managing customers based on their CLV, 2) deciding which customers to acquire and how to acquire them, 3) clarifying the importance of customer retention and developing ideas to increase retention, 4) expanding existing customer relationships and increasing share of wallet through cross-selling and up-selling, and 5) linking CLV to organizational-level concepts such as firm valuation. The course requirements and format include lectures, case analyses, simulations, student-led discussions, and short papers.
The application form for all minors offered by the Mendoza College of Business opens once in the fall semester and once in the spring semester.
For questions about the Marketing Minor, contact Mitch Olsen, Assistant Chair of the Marketing Department.