Marketing Management

Nature of Work

The American Marketing Association defines marketing as the activity, set of institutions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Professionals agree that marketing is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Graduates of the Marketing Management program are eligible for a variety of careers in the marketing industry.

Marketing specialists work with marketing, advertising, and promotion managers to promote the firm's or organization's products and services. This team estimates the demand for products and services offered by the firm and its competitors and identifies potential markets for the firm's products. They also help to monitor trends that indicate the need for new products and services.

Advertising sales agents — also referred to as account executives or advertising sales representatives — sale or solicit advertising primarily for newspapers and periodicals, television and radio, web sites, telephone directories, direct mail, and outdoor advertisers. More than half of all advertising sales agents work in the information sector, mostly for media firms, including television and radio broadcasters, print and Internet publishers, and cable program distributors.

Sales representatives are an important part of manufacturers' and wholesalers' success. Regardless of the type of products they sale, sales representatives' primary duties are to make customers interested in their merchandise and to arrange the sale of that merchandise. Whether in person or over the phone, sales representatives describe their products, conduct demonstrations, explain the benefits that their products convey, and answer any questions that their customers may have.

Sales worker supervisors oversee the work of retail salespersons, cashiers, customer service representatives, stock clerks and order fillers, sales engineers, and wholesale sales representatives. Sales worker supervisors are responsible for interviewing, hiring, and training employees. They also may prepare work schedules and assign workers to specific duties. In retail establishments, sales worker supervisors ensure that customers receive satisfactory service and quality goods. They also answer customers' inquiries, deal with complaints, and sometimes handle purchasing, budgeting, and accounting.

Purchasing agents buy a vast array of farm products, durable and nondurable goods, and services for companies and institutions. They accomplish this by studying sales records and inventory levels of current stock, identifying foreign and domestic suppliers, and keeping abreast of changes affecting both the supply of and demand for needed products and materials. Purchasing professionals consider price, quality, availability, reliability, and technical support while choosing suppliers and merchandise.

Entrepreneurs possess a new enterprise, venture, or idea and are accountable for the inherent risks and the outcome of a product. They work for themselves. Entrepreneurial activities are substantially different depending on the type of organization and creativity involved. Entrepreneurship ranges in scale from solo projects to major undertakings creating many job opportunities. Many "high value" entrepreneurial ventures seek venture capital in order to raise capital to build the business. Many kinds of organizations now exist to support would-be entrepreneurs including specialized government agencies, business incubators, science parks, and some NGOs.

Career Outlook

Marketing professionals were found in virtually every industry. Sales representatives held about 359,300 jobs nationally in 2012; about 63 percent were employed in wholesale trade, retail trade, manufacturing, and the finance and insurance industries. Advertising and promotions representatives held about 216,000 jobs nationally in 2012; about 24 percent worked in advertising, public relations, and related services. Overall employment of marketing professionals is expected to increase by 12 percent nationally from 2012 through 2022.

Learn more about our Marketing Management program

Credentials You Can Earn

Associate Degree
Marketing Management


Diploma
Marketing Management


TCC
Entrepreneurship


TCC
Marketing Specialist


TCC
Retail Merchandise Manager


TCC
Small Business Marketing Manager


TCC
Sports Management



Program Expenses

The Higher Education Act requires all colleges and universities to notify students and prospective students of all program costs for which they will be responsible. Students will be responsible for the following expenses:

Admissions Fees

  • Nonrefundable application fee ($25)

Semester Fees

  • Tuition ($89 per credit hour)
  • Accident Insurance Fee ($4 per term)
  • Campus Supply Fee ($40 per term)
  • Instruction Fee ($55 per term)
  • Malpractice Insurance Fee ($11 per year)
  • Parking Fee ($20 per term)
  • Campus Safety Fee ($25 per term)
  • Registration Fee ($50 per term)
  • Student Activity Fee ($30 per term)
  • Technology Fee ($105 per term)

Throughout the Program

  • Textbooks (Approximately $3,000 for the associate of applied science degree program, $2,300 for the diploma program, $550 for the Entrepreneurship program, $450 for the Marketing Specialist program, $800 for the Retail Merchandise Manager program, $550 for the Small Business Marketing Manager program, $650 for the Social Media program, and $760 for the Sports Management program)
  • Supply Fees (Varies — See course descriptions for exact amounts)

These expenses are based on costs in effect at the time this catalog was published. Prices are subject to change.

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Faculty

Pam Johnson-Upson, Program Chair
Pam J. Upson is the Director of Computer Technology Training in the Economic Development Division at Athens Technical College with expertise in Microsoft Office Word, Excel, Access, Outlook, OneNote, PowerPoint, Publisher, Project, QuickBooks, and programming. Other professional development trainings include Project Management Fundamentals, Time Management, Customer Service, and A Positive Work Environment. She also serves as an adjunct instructor in the computer program. As Director of Computer Technology Training her responsibilities include facilitating computer trainings onsite and offsite. Prior to Joining Athens Technical College Pam worked as an Actuary Analyst, Director of Public Relations, Adjunct Computer Instructor, Programmer Analyst, Certified Educator, Operations Lead, and Fraud Analyst at several companies including the University of Georgia, Charter Communications, Towers Perrin, and Fleetcor.
Ms. Johnson earned a B.B.A in Computer Information Systems and an MBA in Managerial Leadership. She is currently a DBA at Northcentral University in Technology.
For more than 15 years, Pam has demonstrated her commitment and strong advocacy for Adult Education and technology integration as an instructor and facilitator.
Office Location: Athens Campus
Phone: 706-355-5065
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