To maximize flexibility and scalability, the Initiative is not
structured as a degree program, major, emphasis, or option.
Rather, as illustrated in Table 1, it is a thematic series of
elective courses that share a common focus on enhancing
the practice of marketing through new technologies. As
Figure 2 illustrates, its companion theme in the department
is a group of courses with a global/supply chain management
focus. Within the structure of the marketing degree,
students may select a combination of courses from these
themes that best match their interests and professional
goals. Thus, some students may concentrate on courses in
the Initiative, some on courses in the global/supply chain
management theme, and still others on a combination of
courses across themes.