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Marketing

PROGRAM OVERVIEW

The marketing concentration focuses on the conceptual understanding as well as the professional development in the exciting field of marketing. Students will learn the basic tools and the analytical skills needed for a successful career in marketing. As one of the three major business functions (along with operations and finance), every institution, whether for-profit or not-for-profit, product- or service-oriented, local, national, or international, relies heavily on marketing for survival in today’s highly competitive world.

All sections of the economy, as well as individuals, are involved in marketing on a daily basis. Good knowledge of marketing is essential for the success of entrepreneurs and small business managers. Marketing makes significant contributions to our economy and accounts for up to one-third of domestic employment in the United States.

The curriculum includes learning how to utilize the basic tools of products, price, promotion, distribution, planning, and developing effective marketing strategies to meet individual and organizational objectives. Areas of study include marketing research, consumer behavior, advertising, promotion management, logistics management, channels of distribution, public relations, sales management, global marketing, retail management, procurement management, and marketing strategy.

Marketing is a new, dynamic, and diverse field that leads business as well as non-business activities. The new frontiers in marketing include areas such as electronic commerce (business), social marketing, service marketing, supply chain management, sports marketing, marketing and ethics, relationship marketing, business-to-business marketing, direct marketing, and Internet marketing.

PROGRAM OBJECTIVE

The two major objectives of the program are to equip students with the basic theoretical knowledge as well as the analytical tools to compete effectively in the job market with graduates from other educational institutions, and to have a successful career in marketing. In developing the curriculum, emphasis is given to applications to real-world situations, problem solving techniques to help in decision-making, applications of marketing strategies and management to the global environment, the use of the latest computer and information technology in marketing management, and encouragement of maximum student participation in class discussion, projects, and internships.

The program aims at providing students with flexibility in studying the areas they desire in marketing. The BSU marketing club is a chapter of the American Marketing Association. Marketing students are encouraged to join the club and utilize its many programs and support services to advance their practical experience in the field of marketing.

PROGRAM LEARNING GOALS

1.1 Demonstrate an ability to effectively articulate specific marketing issues

1.2 Demonstrate an ability to summarize and communicate their analyses, arguments and recommendation to various audiences

2.1 Demonstrate an ability to articulate proficiently the core meaning and purpose of marketing for organizations and society

2.2 Demonstrate an ability to effectively communicate their thoughts and solutions to marketing problems

3.1 Demonstrate an ability to analyze complex business problems

3.2 Demonstrate an ability to develop solutions to marketing problems

4.1 Demonstrate awareness of how the culture, law and other social structure affect organizations

4.2 Develop an awareness of marketing issues in an increasingly diverse, multi-cultural business environment

5.1 Demonstrate an understanding of ethical standard of codes of conduct appropriate to marketing practices

5.2 Demonstrate an ability to apply ethical standards and codes of conduct in real business situations

DEPARTMENTAL REQUIREMENTS

MGMT 101 Introduction to Business
BUAD 100 Business Math
ACCT 211 Accounting I
ACCT 212 Accounting II
FINA 320 Principles of Finance
MKTG 231 Principles of Marketing
MGMT 241 Principles of Management
MGMT 344 Organizational Behavior
BUAD 350 Business Law I
BUAD 351 Business Law II
MGMT 449 Business Strategy & Policy
ECON 321 Money & Banking I
ECON 483 Qualitative Methods for Decision Making
ECON Upper Level Elective (300-400)
MGMT 480 Production & Operations Management

 

Marketing Concentration (12 semester hours)

MKTG 330   Consumer Behavior

MKTG 449

Marketing Strategy

MKTG 337 Advertising
MKTG 430 Marketing Research

MKTG 335

Retailing

 

(6 semester hours; select any two of the following):

MKTG 334 Salesmanship
MKTG 431 International Marketing
MKTG 432 Procurement Management
   
(6 semester hours)
Business or Economics Electives*
General Elective**

* 300-400 level selected from the courses listed above.
**Recommended: Economics History and Economics Geography courses

Note: Calculus and computer language courses may be used as School of Business electives.