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Marketing Specializations

The marketing major at Indiana State University prepares you for a successful career in the dynamic and exciting world of marketing by offering you the opportunity to design through consultation with an assigned faculty advisor, an individualized specialization that meets the student's educational goals.

Potential specializations may include:

  • Business Marketing
  • International Marketing
  • Advertising
  • Retail Management
  • Nonprofit and Services Marketing
  • Marketing Research
  • Professional Selling and Sales Management
  • General Marketing
  • Distribution Management
  • Brand Management
  • Franchise Management
  • Entrepreneurship
  • Purchasing Management
  • Public Relations

Tailor-made specializations are always available to the marketing major.

Business Marketing

Students interested in business marketing can obtain a career in sales, service, product design, marketing research or one of several other positions. Often a technical background is beneficial. These positions provide marketing services from one business to another business. 

What is Business Marketing?

  • Business Marketing is the marketing of products and services to organizations (manufacturers, governments, schools, farming, military, health care, banks, and institutions) rather than to households, or to the ultimate consumer
  • Business Marketing is the largest market of all; the dollar volume of transactions significantly exceeds that of the consumer market
  • Business Marketers attempt to understand the needs, expectations, and motivations of individuals within organizations that make and influence purchasing decisions

International Marketing

More and more companies are realizing that, simply to survive, they must compete worldwide. As U.S. firms increase their international scope, they need people who are familiar with foreign cultures. Students who are willing to travel to, or relocate in foreign cities are valuable resources to global oriented companies.

What is International Marketing?

  • International Marketing is the performance of business activities that direct the flow of a company's goods and services to consumers or organizations in more than one country.
  • International Marketers are knowledgeable about cultures, history, geography, demographics, world market potentials, global economics and social trends.


There are 100's of career opportunities available in advertising. Employment opportunities, however, are highly competitive. Often a background in English, journalism, or psychology is beneficial. Copywriting, media buying, and client relationships are examples of advertising-related positions. Advertising sales is an entry-level position that many marketing graduates select as a first step toward building a track record in the field. 

What is Advertising?

  • Advertising is any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor
  • Advertising incorporates mass media much as television, radio, the Internet, magazines, newspapers, direct mail, and outdoor displays
  • Advertising efforts can vary from seeking an immediate response to developing awareness to building a positive image

Retail Management

Retailing provides graduates with an early opportunity to experience marketing responsibilities. Retail personnel manage the sales force and other personnel, select and order merchandise, and are responsible for promotional activities, inventory control, store security, and accounting.  Large retail stores have a variety of positions, including department manager, buyer, and store manager. In some small retail establishments, one manager may perform several different marketing activities.

What is Retail Management?

  • Retail Management consists of all activities involved in the sale of goods and services to the ultimate consumer
  • Retail Management involves franchising, one of the fastest-growing segments of retailing, which accounts for more than one-third of all retail sales
  • Retail Management positions tend to offer lower than average starting salaries - but they often provide opportunities for very rapid career advancement

Nonprofit and Services Marketing

Marketing is currently attracting the interest of nonprofit organizations such as colleges, health care facilities, law enforcement, museums, and symphonies. Many of the marketing concepts previously applied by profit-seeking corporations are being applied to solve problems facing the nonprofit marketplace. The changing consumer attitudes in America and decreasing financial resources have caused many institutions to turn to marketing as a solution.

What is Nonprofit and Services Marketing?

  • Nonprofit Marketing can involve social marketing such as the development of a program for getting people to recycle more newspaper, plastic, glass, and aluminum
  • Nonprofit Marketers have a greater opportunity for creativity than most for-profit business organizations
  • Services Marketing activities involve intangible offerings rather than the ownership of tangible products
  • Services Marketing accounts for approximately three-quarters of the gross national product in the United States

Marketing Research

Marketing researchers interact with managers to define problems and identify the information needed to develop decisions. Career opportunities exist with manufacturers, retailers, wholesalers, trade & industry associations, marketing research firms, advertising agencies. Marketing research requires many different skills: statistics, data analysis, and both written and oral communications. 

What is Marketing Research?

  • Marketing Research is the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities
  • Marketing Research involves surveying consumers to determine their habits, preferences, and aspirations
  • Marketing Research relies heavily on computer programming applications, statistics, and data analysis

Professional Selling and Sales Management

There are numerous career opportunities in sales. Some selling positions focus more on providing information, while others emphasize locating potential customers and closing sales. Nearly all organizations sell. Sales positions can be found in a wide variety of organizations, including manufacturing, wholesaling, retailing, insurance, real estate, and many types of service businesses. 

What is Professional Selling and Sales Management?

  • Professional Selling is personal, paid communication that attempts to inform customers and persuade them to purchase products in an exchange situation
  • Professional Selling often involves building strong and lasting relationships with customers
  • Professional Selling places the salesperson closer to the customer than anyone else in the company and often provides buyers with information and service after the sale