Marketing Concentration Requirements

The Marketing Concentration

In addition to satisfying the B.S.B.A. degree requirements, the marketing concentration requires a minimum of five units, including MKT326 Marketing Research and Analysis, chosen from among the marketing courses. A maximum of eight units can be taken in any area of concentration. Independent study courses only count toward the concentration with permission of the department chair.

Only two Marketing electives may be taken abroad.

Marketing

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  • MKT 259 Special Topics in Marketing

    Units: 0-1

    Description
    Marketing topics not covered in other courses. Offered as needed, annually.
  • MKT 320 Principles of Marketing

    Units: 1

    Description
    Activities by which the planning and exchange of ideas, goods, and services are explained from inception to final consumption. Analysis of markets and their environments, development of marketing strategy, evaluation and control of marketing programs. Offered every semester.

     

    Prerequisites

    ACCT 201, ECON 101, and BUAD 202 or ECON 170, Business School major or minor. BUAD 202 or ECON 170 can be taken concurrently.

  • MKT 322 Product Development and Innovation

    Units: 1

    Description
    The complete product lifecycle, from idea generation through commercialization. Focuses on the processes used in conceiving, structuring, developing and monetizing different marketing concepts. How to foster creativity, conduct market opportunity assessments, optimize product development and channel strategies, develop and employ marketing plans, forecast new product sales, conduct portfolio assessments, and manage future innovation efforts.

     

    Prerequisites

    MKT 320, Business School major

  • MKT 323 Professional Selling

    Units: 1

    Description
    Examine the elements and concepts related to the personal selling process, as it relates to marketing. Learn, practice, and apply selling skills and techniques that are relevant to professional selling situations and/or persuasive business situations. Topics include: aspects of the personal selling process; consultative/strategic selling; techniques used for prospecting and handling objections; closing. Offered every fall and in the spring as needed.

     

    Prerequisites

    MKT 320, Business school major

  • MKT 324 Advanced Professional Selling

    Units: 1

    Description
    An advanced study and practice of the elements of the personal selling process in addition to an overview of sales strategy, territory planning and management, and other contemporary sales issues including customer relationship management. The course is focused on teaching students additional skills required to pursue a career in professional selling. Offered every spring.

     

    Prerequisites

    MKT 323

  • MKT 325 International Marketing

    Units: 1

    Description
    Global market and its influence on domestic as well as international marketing including cultural, political, and economic factors. Analysis includes screening of foreign markets for entry of U.S. products and subsequent development of market plans as well as strategic responses to effects of international trade on U.S. market. Offered every spring.

     

    Prerequisites

    MKT 320, Business school major

  • MKT 326 Marketing Research and Analysis

    Units: 1

    Fulfills General Education Requirement(s): IF-Written Communication (IFWC)

    Description
    Concepts, methodology, and techniques. Research design and statistical analysis. Validity and reliability of research information. Note: Marketing 326 is required in the marketing concentration area. Offered every semester.

     

    Prerequisites

    MKT 320 and one of BUAD 202 or ECON 170. Business school major.

  • MKT 328 Directed Independent Study

    Units: 0.5-1

    Description
    Independent research on a marketing topic conducted under the direct supervision of an instructor.

     

    Prerequisites

    MKT 320

  • MKT 359 Special Topics in Marketing

    Units: 0.5-1

    Description
    Marketing topics not covered in other courses to enhance the Marketing concentration. Offered as needed.

     

    Prerequisites

    MKT 320

  • MKT 406 Summer Undergraduate Research

    Units: 0

    Description
    Documentation of the work of students who receive summer fellowships to conduct research [or produce a creative arts project] in the summer. The work must take place over a minimum of 6 weeks, the student must engage in the project full-time (at least 40 hours per week) during this period, and the student must be the recipient of a fellowship through the university. Graded S/U.

     

    Prerequisites

    Approval by a faculty member

  • MKT 417 Sustainable Marketing

    Units: 1

    Description
    Understanding of sustainable marketing by examining how firms create value and build sustainable thinking into their marketing activities and strategies as they respond to opportunities and threats that arise from both the environment and changing consumers attitudes and behaviors. Using case studies and applied projects, this course will cover a wide range of topics related to sustainable marketing, including for example: concepts for developing and implementing sustainable marketing strategies and products, and promoting sustainable products. Offered every spring.

     

    Prerequisites

    MKT 320

  • MKT 420 Marketing and Media Disruption

    Units: 1

    Description
    Apply traditional business disruption theory to the intersection of 21st century technology, product development, logistics, and communications to better understand the new world of marketing and media. Offered every fall.

     

    Prerequisites

    MKT 320 and MKT 326

  • MKT 421 Integrated Marketing Communications

    Units: 1

    Description
    Focus on coordination of organization's whole communications strategy to convey a consistent message to target customer.

     

    Prerequisites

    MKT 320, Business School major

  • MKT 422 Strategic Brand Management

    Units: 1

    Description
    Theoretical and applied understanding of brand development and brand management. Focus on the strategic processes used to generate and capture brand equity. Develops understanding of how to build, measure and manage various brand offerings, and through the use of an aggressive experiential curriculum, encourages the application of the theories and strategies learned in class in real world business situations. Offered every fall.

     

    Prerequisites

    MKT 320, Business School major

  • MKT 424 Consumer Behavior

    Units: 1

    Description
    Emphasis on understanding of individuals as consumers and organizational buyers; actions consumers engage in while selecting, purchasing and using products or services in order to satisfy needs and desires. Focus on psychological, emotional, social, and physical processes that precede or follow these actions; how offerings can be targeted more efficiently and effectively to consumer. Offered every fall.

     

    Prerequisites

    MKT 320, Business School major

  • MKT 425 Sports and Entertainment Marketing

    Units: 1

    Description
    Overview of the essentials of effective sports marketing, addressing two broad perspectives of sports marketing: the marketing of sports, and the marketing through sports. Covers the sports consumer, sports and sports-related product offerings, brand management, sponsorship, licensing, strategy development, research resources and techniques, and career opportunities. Offered every spring.

     

    Prerequisites

    MKT 320, Business School major

  • MKT 426 Digital Marketing

    Units: 1

    Description
    Examine the role digital marketing plays in strategy development for brands. Analyze and study the importance of digital media and the use of social media platforms in modern marketing and advertising plans. Design, develop, and execute a digital marketing program as a class project. Offered every fall.

     

    Prerequisites

    MKT 320, Business School major

  • MKT 428 Advanced Marketing Strategy

    Units: 1

    Description
    Capstone marketing strategy course for seniors concentrating in marketing. Designed to integrate learning from prior courses through hands-on application. Emphasizes the importance of analysis, planning and implementation in successful execution of marketing strategies. Course content is interactive and experiential, and includes discussion, case analyses, real-world exercises and a semester-long strategic marketing project. Formal written reports and presentations will be developed and delivered.

     

    Prerequisites

    MKT 320, Business School major, senior standing