Department of Marketing
BusAd C-303
2404 Maile Way
Honolulu, HI 96822
Tel: (808) 956-6692
Fax: (808) 956-9886
Email: mktg@hawaii.edu
Web: shidler.hawaii.edu/marketing/

Faculty

*Graduate Faculty

*D. L. Alden, PhD—health care decision making, brand communications, cross-cultural psychology
*C. Cannon, PhD—consumer behavior, luxury consumption, resource scarcity, social hierarchy, gift giving
*Q. Chen, PhD—social technology, innovation, marketing strategy, knowledge management
K. Holden—marketing research, marketing strategy, digital marketing
*M. Hu, PhD—luxury marketing, international marketing, consumer behavior research
*S. Kim, PhD—quantitative marketing, marketing analytics, data-driven marketing, marketing research
*A. P. Palia, DBA—strategic market planning, positioning, marketing decision support systems
C. Paranal, PhD—digital marketing, marketing analytics, marketing strategies, marketing operations & technology
*S. L. Vargo, PhD—marketing theory, service-encounter evaluation, buyer-seller relationships, brand evaluation and extension
*Y. Zheng, PhD—judgement and decision making, consumer welfare, marketing strategy

Degrees Offered: BBA in marketing, MS in marketing management

The Academic Program

Marketing (MKT) develops managerial and analytical skills that are critical to building mutually beneficial relationships between organizations and customers. Without highly satisfied and loyal customers, businesses and non-profit institutions can’t survive. To this end, marketing course work helps students learn how to effectively manage new product development, existing product improvement, distribution/logistics, brand communications, and pricing strategy.

Cutting edge classes in the major focus on marketing research and analytics, customer relationship and database marketing, social media and digital communication management, sales management, consumer psychology, retail management, creativity, global marketing, and marketing for entrepreneurs.

Undergraduate Study

BBA in Marketing Major Requirements

As undergraduate BBA marketing majors, students take 3 core classes (MKT 311, consumer behavior; 321, marketing research; and 391, advanced marketing strategy, and two marketing electives. The combination of core and elective coursework allows students to pursue careers in one of several specialized areas of marketing including: brand manager, digital communications manager, sales manager, customer analytics manager, and sustainable marketing manager. Senior year internships that enable students to apply classroom learning in one of these areas or another area of marketing are encouraged.

  • MKT 311, 321, and 391
  • Two elective courses from MKT 331, 332, 341, 352, 361, 362, 363, 368, 372, 381, 410, 411B

For information on a Bachelor Degree Program Sheet, go to programsheets/.

Graduate Study

Master of Science in Marketing Management

The demand is strong and growing for marketing managers who have the advanced skills needed to build long-term customer relationships. Although a BBA in marketing is a useful entry-level degree for many positions, increasing competition and a rapidly changing economic environment require higher levels of marketing expertise. Meeting this demand, the Shidler Master of Science in Marketing Management (MSMM) offers a full-time, one-year program that provides students with in-depth expertise in marketing management and broadens their opportunities to work in marketing-related careers. There are two pathways to earning the MSMM degree.

Pathway 1: 4+1 MSMM (BBA + MSMM)

The 4+1 MSMM program is designed for current undergraduate marketing students enrolled at the Shidler College of Business. The 4+1 MSMM offers the following benefits: 1) waiver of GMAT or GRE for admission; 2) lower undergraduate tuition rates for up to nine credits towards the MSMM degree; 3) potential completion of the MSMM degree in less than one year; 4) advanced admission and smooth transition; into a graduate program while finishing your undergraduate degree; and 5) classes are offered at night, so students can work during the day while enrolled in the MSMM.

Shidler undergraduate marketing majors are eligible to apply if they currently have at least two semesters remaining prior to graduation from the Shidler College of Business, have taken at least two upper-division marketing courses, and 3) Have a minimum 3.0 GPA overall.

Pathway 2: 1 Year MSMM Program

Students who are not Shidler marketing majors are welcome to apply. 30 credit hours of masters level courses will be required for the MSMM degree. If applicants do not have BBAs in marketing from Shidler, they will need to take BUS 310, BUS 312, MKT 311, and MKT 321 in addition to the 30 graduate credit hours OR petition the faculty director to waive one or more of these courses based on equivalents taken as part of their previous academic program. Submission of either a GMAT or GRE score is not required but recommended. A minimum 3.0 GPA overall for undergraduate and graduate course work is required.

MSMM Course Offerings

Thirty graduate credit hours are required for the MSMM. Up to 6 credit hours may be waived depending on graduate-level course equivalence. Students replace waived courses with desired classes that are approved by the MSMM Faculty Director. MSMM students take 9 courses across the three concentrations listed along with a 3 credit hour integrative experience. The integrative experience can be a consulting practicum, internship, or research thesis. The 3 course areas and relevant class listings follow.

Marketing Tools Courses (minimum of 9, maximum of 12 credit hours)

  • Data Analytics and Statistics for Business (BUS 619)
  • Marketing Research Management (MKT 655)
  • Digital Transformation with Information Systems (BUS 625) and/or Business Intelligence and Data Analytics (ITM 683)
  • Creativity in Marketing (MKT 656) or Imagination, Entrepreneurship, and Problem Solving (MKT 411B)

Marketing Strategy Courses (minimum of 6, maximum of 9 credit hours)

  • Services Marketing (MKT 657) or Advanced Marketing Management (MKT 651)
  • International Marketing Management (MKT 653)
  • Sales Leadership (MKT 650)

Brand Management Courses (minimum of 6, maximum of 9 credit hours)

  • Strategic Brand Management and Marketing Communications (MKT 654)
  • Digital Marketing Management (MKT 658)
  • Consumer Behavior and Satisfaction Management (MKT 648)

Marketing Consulting Practicum, Internship, or Other “Culminating” Experience

  • e.g., MKT 690 (Advanced Seminar in Marketing – 3 credit hour)

For more information, please visit: shidler.hawaii.edu/msmm.