Accreditation
The business unit (the associate of applied science degree programs in Accounting, Business Administrative Technology, and Marketing Management) is accredited by the Accreditation Council for Business Schools and Programs (ACBSP), 11520 West 119th Street, Overland, Park, KS, 66213; however, the following associate of applied science degree programs are not accredited programs with ACBSP even though they are offered by the Division of Business and Public Service: Business Administration; Computer Support Specialist; Criminal Justice Technology; Culinary Arts; Early Childhood Care and Education; Health Information Technology; Hotel, Restaurant, and Tourism Management; Networking Specialist; Paralegal Studies; and Social Work Assistant.
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Mission Statement
The Business and Public Service Division supports the mission of the College by offering business/public service-related courses and programs that prepare students for employment or advancement in Georgia's economy.
The mission of the Marketing Management program at Athens Technical College is to provide students with the knowledge and skills necessary to be successful in today's ever-changing and competitive business environment. The program emphasizes the development of skills in marketing, advertising, personal selling, and small business management. The program prepares students for careers in marketing, sales, retail management, and entrepreneurship.
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Work Environment
Marketing professionals most often work in office environments. Working under pressure is unavoidable when schedules change and problems arise, but deadlines and goals still must be met. Substantial travel may be required in order to meet with customers and consult with others in the industry. Sales managers travel to national, regional, and local offices and to the offices of various dealers and distributors. Advertising and promotions representatives may travel to meet with clients or representatives of communications media. Long hours, including evenings and weekends are common.
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Nature of the 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. Marketing specialists also aid in developing pricing strategies to help firms maximize their profits and market shares while ensuring that the firms' customers are satisfied. They also help to monitor trends that indicate the need for new products and services.
Public relations specialists - also referred to as communication specialists and media specialists, among other titles-serve as advocates for clients seeking to build and maintain positive relationships with the public. Their clients include businesses, nonprofit associations, universities and colleges, hospitals, and other organizations. Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. These specialists also arrange and conduct programs to maintain contact between organization representatives and the public.
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. Because such a large share of revenue for many of these media outlets is generated from advertising, advertising sales agents play an important role in their success. 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. The process of promoting and selling a product can be extensive, at times taking up to several months. 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 representatives stay abreast of new products and the changing news of their customers.
Sales worker supervisors oversee the work of sales and related workers, such as 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. Many of these supervisors hold job titles such as sales manager, department manager, or shift supervisor. 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 attempt to get the best deal for their company-the highest quality goods and services at the lowest possible cost. 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. To be effective, purchasing professionals must have a working technical knowledge of the goods or services to be purchased.
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.
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Employment
Marketing professionals were found in virtually every industry. Sales representatives held about 56 percent of the jobs nationally; about 62 percent of sales representatives were employed in wholesale trade, retail trade, manufacturing, and the finance and insurance industries. Marketing specialists held approximately 28 percent of the jobs; the professional, scientific, and technical services, and the finance and insurance industries employed around 32 percent of marketing specialists. About 27 percent of advertising and promotions representatives worked in the professional, scientific, and technical services industries and wholesale trade. Overall employment of marketing professionals is expected to increase by 13 percent nationally through 2018.
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Earnings
Wages vary substantially, depending upon the employee's level of responsibility, length of service, and education; the size and location of the firm; and the industry in which the firm operates. For example, manufacturing firms usually pay marketing professionals higher salaries than non-manufacturing firms. For sales representatives, the size of their sales territory is another important determinant of salary. Many marketing professionals earn bonuses equal to 10 percent or more of their salaries.
Source: U.S. Department of Labor Occupational Outlook Handbook, 2010-2011 Edition (http://www.bls.gov/oco/)
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Student Learning Outcomes
Graduates of the associate degree and diploma programs in Marketing Management will be able to complete the following tasks:
- Demonstrate creativity and innovation in order to work successfully in a continuously changing business environment
- Demonstrate knowledge and application of personal selling principles and strategies and demonstrate effective communication and confidence through presentations in written and verbal formats
- Assist in the creation and execution of business and marketing plans by monitoring, assessing, and adapting business strategies to emerging opportunities
- Demonstrate knowledge of the basic principles of management, including planning, organizing, leading, and controlling
- Demonstrate the personal and professional ethics and interpersonal skills that are expected in the workplace
Graduates of the technical certificate in Entrepreneurship will be able to complete the following tasks:
- Administer the principles of marketing and management to achieve or maintain a competitive advantage in the marketplace
- Apply professional ethics to marketing and business situations
- Demonstrate the personal and professional ethics and interpersonal skills that are expected in the workplace
Graduates of the technical certificate in Marketing Specialist will be able to complete the following tasks:
- Prioritize, manage, and strategically use the marketing mix to reach a marketing goal
- Demonstrate the personal and professional ethics and interpersonal skills that are expected in the workplace
Graduates of the technical certificate in Retail Merchandise Manager will be able to complete the following tasks:
- Follow trends for merchandise to be purchased
- Be responsible for the purchase of merchandise
- Track sales and inventory
- Monitor all facets of the supply chain
- Demonstrate the personal and professional ethics and interpersonal skills that are expected in the workplace
Graduates of the technical certificate in Small Business Marketing Manager will be able to complete the following tasks:
- Use technological resources for maximizing marketing effectiveness
- Prioritize, manage, and strategically use the marketing mix to reach a marketing goal
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Essential Functions
The purpose of the essential functions list is to allow prospective students who are considering a career to be informed of the physical, emotional, and psychological demands related to training and employment in a field of study. These lists are provided to allow prospective students to make informed career choices by providing them with a summary of the physical abilities and personality traits that are generally required for the successful completion of a curriculum and result in employment in their field of study after graduation.
For students to be successful in the Marketing Management programs, they must be able to demonstrate the following abilities and skills:
- Effective written and verbal communication skills, including the ability to write letters, memoranda, and reports using clear, concise grammatically correct English (or other language required by the specific job position)
- Speak clearly, distinctly, and effectively in person-to-person or small group situations using tact and diplomacy
- Be creative, self-motivated, and have a pleasant and helpful disposition
- Possess problem-solving skills and apply good judgment based on the principles of sound management
- Establish and maintain priorities in order to complete assignments by deadlines without detailed instruction
- Effective time-management skills and the ability to multi-task
- Skill in verifying the accuracy and completeness of forms and reports
- Flexibility and willingness to embrace change
- Work with and serve a staff and community with diverse cultural, educational, and experiential backgrounds
- Familiarity with databases, spreadsheets, and query utilities; knowledge of Microsoft Word and Excel; and/or the ability to learn and use other software required by the employing organization
Marketing Management students must understand the varying job requirements for employment in marketing-related fields:
- Work may at times require more than eight hours per day or irregular day/hours to perform the essential duties of the position; may be required to work nights, weekends, holidays, and other peak sales periods
- Duties are primarily performed in an office or retail environment setting, though certain sales work may also be outdoors
- Work may require travel to external agencies; cold-calling and outside field sales usually require traveling to meet clients in person
- Some positions may require a valid driver's license and use of an insured automobile or access to adequate transportation
- Some positions may require background checks
Students must possess sufficient strength, coordination, mobility, sensory, and manual dexterity to perform the following procedures accurately, safely, and efficiently:
- Physical requirements will vary depending on the specific marketing position and business location, but may include
- Walking, stooping, sitting, bending, climbing stairs, and reaching
- Manual dexterity in arms, hands, and fingers
- Ability to sit and/or stand for prolonged periods of time
- Ability to lift or move up to 25 pounds
- Sensory requirements will vary depending on the specific marketing position and business location, but may include
- Color discrimination
- Depth perception and peripheral vision
- Far vision and near vision
- Hearing, sense of touch, and sense of smell
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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 each semester (unless otherwise noted):
- Tuition ($75 per credit hour)
- Registration fee ($39)
- Student activity fees ($30)
- Accident insurance fee ($6)
- Instructional and technology supply fee ($55)
- Program supply fee (Varies - see course descriptions for exact amounts)
- Textbooks (Approximately $2,800 for the associate degree program, $2,300 for the diploma program, $360 for the Entrepreneurship program, $350 for the Marketing Specialist program, $635 for the Retail Merchandise Manager program, and $550 for the Small Business Marketing Manager program)
These expenses are based on costs in effect at the time this catalog was published. Prices are subject to change.
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Gainful Employment
Information on graduation rates, job placement rates, median loan debt incurred by students and other gainful employment information is available on the college website.
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Admission Requirements
Applicants must submit the following information to the Admissions Office:
- Completed and signed application for admission and a $20 nonrefundable application fee
- Official high school or GED transcripts and/or official college transcripts from all colleges attended in the past (see General Admission Requirements)
- Valid COMPASS, ASSET, SAT, or ACT test scores (see COMPASS and ASSET Placement Tests)
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