Bachelors (BA) in Marketing


This major offers a 60-semester-hour course of study enabling students to acquire skills required to be a marketing professional. Courses cover topics such as target market analysis, customer need identification, communication strategies, research, product pricing and understanding international markets and cultures. These marketing foundations, along with the other complementary classes, will prepare students for career choices upon graduation that may include management-level jobs in marketing, sales, retail merchandising, promotions, product development, marketing research and international marketing. Like other majors in the College of Business, it requires completion of the general business core, as well as specialized courses. Students are required to obtain a minimum grade of C- in all major courses. Field experiences and internships are strongly encouraged.

Degree Outcomes

Graduates with a BA in marketing will:

  • Critically evaluate each of the major steps in the marketing research process and to design, analyze and conduct a market-research project for an organization
  • Demonstrate analytical skills through gathering and assessing relevant information, and by coming to well-reasoned conclusions and solutions
  • Display strong interpersonal abilities in writing, through presentations, and via business networking opportunities
  • Appreciate the contribution of consumer behavior to developing good marketing practice and understand consumer and business decision making, along with consumption activities and experiences
  • Evaluate the effectiveness of marketing communications and to design, implement and effectively communicate marketing communication plans
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Major Requirements

Complete the following:

Accounting is the language of business. This course provides an introductory overview of accounting from a user perspective. Its purpose is to give students a basic understanding of the logic behind the principles of accounting, enabling them to prepare, read, analyze, and interpret financial statements for the purpose of decision making. Prerequisite: BUSN 110 and Sophomore standing or above.
This course is a continuation of ACCT 271. It emphasizes the uses of accounting data by management to make both planning and control decisions. Students will continue to analyze financial statements to assess a company's liquidity, profitability, capital structure, and stock market ratios. Students will also develop operating budgets and use them to evaluate performance. Cost information will be classified by behavior, and allocated under a cost-beneficial system that assists managers in using relevant costs for decision making. Prerequisite: ACCT 271 Principles of Financial Accounting.
This introductory survey will examine the major functional areas of business and afford the student an opportunity to consider this major as a path to a career. Emphasis is given to contemporary business concepts, in particular, and examination of business as a field for stewardship.
A practical application of personal financial management and an introduction to the field of financial planning. Topics include money history, stewardship, budgets, loans, spending, housing, insurance, investments, and retirement. Prerequisite: Business and economics majors only.
Statistical procedures with applications in management and economics. Emphasis on the development of a basic knowledge of the statistical tools available for analysis of problems and decision making. Prerequisites: MATH 180 College Algebra or higher math course, or an SAT math score of 620 or higher or an ACT score of 28 or higher.
This course is designed to prepare students to meet the ethical challenges facing employees in modern business and nonprofit organizations. The course will address moral issues at every organizational level - personal, interpersonal, group, and system wide. Topics will include identifying personal mission and values; developing character; faith in the workplace; ethical perspectives, moral reasoning, and decision-making formats; ethical organizational communication and influence; ethical group behavior and leadership; and the creation of ethical organizational climates. Prerequisite or Co-requisite of BUSN 110.
Covers the legal aspects of common business transactions. Includes the law of contracts, agency, negotiable instruments, and other phases of private law.
The study of administrative policy and strategy in organizations. Emphasis is placed on the integration and inter-relationships of functional business areas (accounting, economics, finance, marketing, and management) for the purpose of developing an organizational-wide perspective. Students learn a model of strategy formulation and implementation and, through analyzing cases, apply this model to a variety of institutional settings. Prerequisites: MGMT 260 Principles of Management, MKTG 260 Principles of Marketing, FINC 260 Business Finance, ACCT 272 Principles of Managerial Accounting, and senior standing.
An introduction to the macro aspects of the social science concerned with the allocation of resources. Consideration is given to the fundamental principles of the economy as a whole, dealing with economic data, behavior, and theory at the aggregate level of the economy. The course studies topics such as government spending, taxation, and monetary policies, as well as events and issues in the global economy. ECON 211 and ECON 212 are complementary courses; however, it is preferred that ECON 211 be taken first.
An introduction to the micro aspects of the social science concerned with the allocation of resources. Consideration is given to the fundamental principles governing production, distribution, consumption, and exchange of wealth. The course studies the behavior of microeconomic units such as individuals, households, firms, and industries. ECON 211 and ECON 212 are complementary courses; however, it is preferred that ECON 211 be taken first. Prerequisites: Students must have completed MATH 180 College Algebra or higher math course, or an SAT math score of 620 or higher or an ACT score of 28 or higher.
An introduction to the finance function of a business entity. Specific topics to be studied include capital budgeting, cost of capital determination, sources of financing, leverage and its effect on the profits and risk of business, and managing the asset mix and capital structure of a business. Prerequisites: ACCT 271 Principles of Financial Accounting, ACCT 272 Principles of Managerial Accounting (may also be a co-requisite), ECON 211 Principles of Macroeconomics and college level statistics course 200 level or higher. Students who've taken PSYC 240 or SOCI 340 must also complete MATH 150 or higher, or have a SAT math score of 620 or higher or have an ACT score of 28 or higher.
The importance of thinking globally and understanding the legal, technological, political and economic differences that affect business practice are explored through readings and projects. The focus is on the global changes that are impacting national sovereignty, regionalization, and the balance of economic and political power. Prerequisites: ECON 211 Principles of Macroeconomics and MGMT 260 Principles of Management.
A study of the theory and practice of management. The course involves discussion and application of areas such as social responsibility, strategy, problem solving, communication, change, job performance, and financial/operational controls. Prerequisite or Co-requisite of BUSN 110 Introduction to Business
Study of the marketing concept, consumer demand and behavior, and marketing functions of the firm. The objective is to understand the development of marketing channels, products, prices, and promotion strategies. Prerequisite or Co-requisite of BUSN 110 Introduction to Business

Complete the following:

This course considers how having things affects the lives of consumers and how possessions influence the way consumers feel about themselves and others. Models of consumer decision processes are introduced and the marketing implications of the various aspects of consumer behavior are examined. The course combines a balance of traditional and emerging ideas in consumer behavior focusing on local, pan-European and global scenarios. The impact of new technology, globalization, eclecticism, and postmodern perspectives are also considered. Prerequisite: MKTG 260 Principles of Marketing.
This course focuses on creating digital marketing strategies across disciplines including branding, design, usability, technology, IT development, search engine optimization, pay-per-click, link development, online reputation management, and social media marketing integration to drive commerce via viral adoption and engagement. Students will learn to understand how to conduct technical, business, and creative relationships with social media platform providers such as LinkedIn, You Tube, Facebook, Twitter, Pinterest and Foursquare.Prerequisite: MKTG 260 Principles of Marketing.
Integrated marketing communication (IMC) is a cross-functional process for creating profitable relationships with customers and publics by strategically controlling all messages sent to groups and encouraging dialogue. Students learn to integrate marketing communication tools (e.g., advertising, public relations, sales promotion, event marketing, etc.) and media (e.g., television, radio, online, in-store) to advance an organization's success and brand equity. Prerequisites: MKTG 260 Principles of Marketing, MKTG 300 Consumer Behavior, and junior or senior standing.
Marketing research is behind any sound marketing decision and activity. This course addresses the process in which marketing research is conducted: defining research needs, formulating research questions, designing the appropriate methodologies, collecting and analyzing qualitative and quantitative data, and reporting the fidings. Prerequisites: MKTG 260 Principles of Marketing, senior status and college level statistics course 200 level or higher. Students who've taken PSYC 240 or SOCI 340 must also complete MATH 150 or higher, or have a SAT math score of 620 or higher or have an ACT score of 28 or higher.
This course examines problems in high-level marketing decision making, considering several strategic marketing planning frameworks frequently applied during the analysis of such problems. The course will focus on a variety of management problems, which include balancing needs of competing strategic business units, factoring competitors' behaviors in the marketplace, developing long-term marketing advantages, and consideration of profit and other financial consequences. Prerequisite: MKTG 420 Marketing Communications, MKTG 450 Marketing Research and Decision Making, and senior standing.

Choose one of the following:

3 hours required
Supervised experiences in businesses, nonprofit organizations, and public agencies. Pass/No Pass.
Occasional special courses chosen to fit the interests and needs of students and faculty.
This course provides the non-designer with an overview of the principles and practices that govern commercial visual communication. In addition to an introduction to the industry-standard Adobe software products employed in production, students will learn how to work successfully with professionals within the broader field of visual communications. Additional course fee required.