Want to analyze products like Guitar Hero and discuss companies like Red Lobster in an
intimate and interactive setting? Then BMGT350 Marketing Principles and Introduction is a
course to consider, and Dr. Roxanne Lefkoff is a professor to investigate.
The class has recently been broken down from a large lecture into smaller sections of 60
students. The decrease in class size creates a more personal environment and fosters more
discussion and interaction amongst students.
“We want to make it more personalized for the student and now we can really up the rigor for the
class,” said Dr. Lefkoff, a Tyser Teaching Fellow in the Marketing Department.
Throughout the semester, students learn the basic principles of marketing while studying
a variety of cases that illustrate specific companies’ marketing strategies for their different
products.
“With the intro class we give them a wide variety of cases, and I like cases because they can
apply the concepts to real world situations,” said Lefkoff.
In addition to case studies, there is also a project component to the course. The project challenges
student teams to critically analyze a certain company’s marketing strategies for a specific brand
and then propose strategic recommendations for the future.
“I thought it would be a good class and applicable to my future in the business world,” said
junior supply chain management and operations management major Christina Buckless.
BMGT350 can be valuable for marketing majors and non-marketing majors alike. The principles
and skills taught can be useful in a variety of ways.
“I think it is an important class because, like our teacher mentioned the first day in class,
marketing can be used in any aspect of life, not solely business,” said sophomore marketing and
supply chain management major Patrick Doyle.