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    Undergrad | Business Management |

Marketing

Students may seek either an academic major or minor in marketing.

Major in Marketing

The marketing major develops well-rounded individuals with the skills required of today’s marketing professionals and the business acumen to function in the global business environment. The curriculum provides a balanced course of study that exposes students to a common body of knowledge and leads them to understand marketing processes and situations, think independently, communicate effectively, and appreciate their own and other cultures. Marketing graduates should be well positioned to achieve increasingly higher levels of marketing management in corporations, marketing agencies, or entrepreneurial endeavors.

Objectives

The student who graduates with a major in marketing will be able to

• Critically evaluate marketing situations and make informed marketing decisions.
• Identify information needs critical to the practice of marketing and articulate questions, gain access to relevant resources, evaluate and organize information sources, and integrate new information into the marketing decision-making process.
• Explain the eight universal marketing processes for consumer and organizational markets:
  1. environmental scanning and analysis;
  2. marketing research and analysis;
  3. segmentation, targeting, and positioning;
  4. product development and differentiation;
  5. valuation and pricing;
  6. channel and value-chain management;
  7. integrated marketing communication; and
  8. relationship building.
• Explain the significance of global markets and the application of the eight universal marketing processes to develop global marketing plans.
• Trace the historical evolution of the marketing discipline and how marketing has contributed to the political, economic, and legal environments of today’s global society.
• Develop competency in the technological applications used by the marketing profession to enhance the eight universal marketing processes.
• Describe the complex nature of corporate ethics and the social responsibility of organizations in the conduct of marketing activities, as well as the personal responsibility to understand other cultures and negotiate different perspectives.
• Examine the benefits and consequences of marketing activities on the physical environment and on the lives of others.
• Develop effective written and oral communications consistent with the professional marketing environment.
• Develop the leadership skills necessary to function as a senior staff member in a marketing department or marketing agency.

Degree Requirements

A degree with a major in marketing requires the successful completion of 120 credits of coursework including 36 credits for the major (indicated by ); 41 credits in general education requirements (GERs); and 43 credits in the minor, electives, and other requirements. At least 18 credits in the major must be earned in upper-level courses (numbered 300 or above).

Recommended Sequence

The following course sequence will fulfill all of the requirements for the BS in marketing. Since some recommended courses fulfill more than one requirement, substituting courses for those listed may make it necessary to take additional courses to meet degree requirements. Students should consult an academic advisor whenever taking advantage of other options.

Information on alternate courses (where allowable) to fulfill general education requirements (in communications, arts and humanities, behavioral and social sciences, biological and physical sciences, mathematics, and interdisciplinary issues) may be found in the General Education Requirements.

Marketing Major Courses

First Courses (to be taken within the first 18 credits)

Note: Placement tests are required for math and writing courses.

LIBS 150 Information Literacy and Research Methods (1)

WRTG 101 /101X Introduction to Writing (3)

MATH 103 College Mathematics (3)
or MATH 107 College Algebra
or a higher-level math course

BMGT 110 Introduction to Business and Management (3)
(strongly recommended elective if the student has no prior business experience)

Introductory Courses (to be taken within the first 30 credits)

ECON 201 Principles of Macroeconomics (3)
(related requirement for the major; also fulfills the first general education requirement in behavioral and social sciences)

NSCI 100 Introduction to Physical Science (3)
and NSCI 101 Physical Science Laboratory (1)
or other course(s) to fulfill the general education requirement in biological and physical sciences with related laboratory

WRTG 291 Expository and Research Writing (3)
or other course to fulfill the general education requirement in communications/writing

IFSM 201 Introduction to Computer-Based Systems (3)
or CMST 303 Advanced Application Software

STAT 230 Business Statistics (3)
or STAT 200 Introduction to Statistics

PHIL 140 Contemporary Moral Issues (3)
or other ARTH, ARTT, HIST, HUMN, MUSC, PHIL, THET, dance, literature, or foreign language course to fulfill the first general education requirement in arts and humanities

Foundation Courses (to be taken within the first 60 credits)

PSYC 100 Introduction to Psychology (3)
or SOCY 100 Introduction to Sociology
or other course to fulfill the second general education requirement in behavioral and social sciences (discipline must differ from first)

BIOL 101 Concepts of Biology (3)
or ASTR 100 Introduction to Astronomy
or other course to fulfill the general education requirement in biological and physical sciences

HIST 142 Western Civilization II (3)
or HIST 157 History of the United States Since 1865
or other ARTH or HIST course to fulfill the general education requirement in arts and humanities for the historical perspective (discipline must differ from other humanities course)

ECON 203 Principles of Microeconomics (3)
(related requirement for major)

ACCT 301 Accounting for Non-Accounting Majors (3)
or ACCT 221 Principles of Accounting II
(students should note prerequisite)

SPCH 100 Foundations of Speech Communication (3)
or SPCH 101 Introduction to Public Speaking
or other course to fulfill the general education requirement in communications/writing or speech

BMGT 364 Management and Organization Theory (3)

IFSM 300 Information Systems in Organizations (3)
or ACCT 326 Accounting Information Systems
(students should note prerequisite)

MRKT 310 Marketing Principles and Organization (3)

Additional Required Courses (to be taken after introductory and foundation courses)

WRTG 394/394X Business Writing (3)
or other course to fulfill the general education requirement in communications/upper-level intensive writing

BMGT 380 Business Law I (3)

MRKT 395 Customer Relationship Management (3)
or other supplemental major course (see Requirements for the Major)

MRKT 354 Integrated Marketing Communications (3)
or other supplemental major course (see Requirements for the Major)

MRKT 410 Consumer Behavior (3)

MRKT 454 Global Marketing (3)

MRKT 412 Marketing Research Applications (3)

BMGT 496 Business Ethics (3)

Capstone Course for Major (to be taken in the last 15 credits)

MRKT 495 Marketing Policies and Strategies (3)

Minor and/or Elective Courses (to be taken in the last 60 credits along with required major courses) (37)

Total credits for BS in marketing (120)

Minor in Marketing

The marketing minor complements the skills the student gains in his or her major discipline by enhancing the knowledge and skills related to marketing situations and processes and the emerging global marketplace.

Objectives

The student who graduates with a minor in marketing will be able to

• Explain the eight universal marketing processes for consumer and organizational markets:
  1. environmental scanning and analysis;
  2. marketing research and analysis;
  3. segmentation, targeting, and positioning;
  4. product development and differentiation;
  5. valuation and pricing;
  6. channel and value-chain management;
  7. integrated marketing communication; and
  8. relationship building.
• Describe the complexities of global markets and how the eight universal marketing processes apply to global marketing.
• Develop basic skills in identifying, gaining access to, and evaluating relevant resources, and integrating new information into the marketing decision-making process.
• Develop basic skills in the technological applications used by the marketing profession to enhance the eight universal marketing processes.
• Develop effective written and oral communications consistent with the professional marketing environment.

Requirements for the Minor

A minor in marketing requires the completion of 15 credits in marketing. All MRKT courses apply. Students are recommended to take MRKT 310 as the first course for the minor, if not applied elsewhere in the degree.

At least 9 credits must be earned in upper-level courses (numbered 300 or above). Courses may not duplicate those used to meet the requirements for the major. Prerequisites apply for all courses.

For a listing of all the requirements for the bachelor’s degree, students should refer to their major and Bachelor’s Degrees.

Last updated: 13 August 2008