Marketing

Marketing emphasizes satisfying needs and wants through the facilitation of the exchange process between and among organizations and customers. Marketing concepts and techniques apply to all types of organizations, whether they are for profit or non-profit and whether providing goods, services, experiences or ideas to their customers. An organization’s long-term success is determined by understanding customer preferences and perceptions as well as how they change. Marketing is also a critical link between organizations and their environment.

The topics studied include: gathering and interpreting market information, understanding customer decision processes and the influencers of these processes, target market decisions involving segmenting markets and positioning market offerings, marketing promotion and advertising, product design and modification, pricing, distribution of products, and effective managerial decision-making and planning.

Marketing is an essential, universal activity common to all individuals and organizations around the world, whether pursuing personal employment, seeking clients for an accounting firm, or in marketing supertankers or soap. Marketing knowledge and skills may lead to challenging and satisfying careers in nearly any field including such activities as sales and sales management, advertising and promotion management, retail management and buying, product development and management, public relations, industrial marketing, marketing research, and international marketing.


Marketing Concentration: 15 credits
MKTG 315 Consumer Behavior 3 credits
MKTG 330 Marketing Research 3 credits
MKTG 402 Marketing Communications 3 credits
MKTG 419 Marketing Strategy 3 credits
Choose one course from among the following courses:
   BUSN 492 Business Planning
   ECON 300 Econometrics
   BENT 495 New Venture Lab
   MKTG 342 Graphic Design
   MKTG 411 Advertising
   MKTG 415 New Product Development
   MKTG 416 Retail Management
   MKTG 417 International Marketing
   MKTG 418 Personal Selling
   MKTG 490 Promotion Project
   PRLS 305 Writing for Public Relations
   PSYC 335 Social Psychology
   PSYC 310 Cognition
   SOCI 326 East Asian Society
   SOCI 380 Global Sociology
   SPCO 356 Persuasion
3 credits
A promotion minor is offered to non-business majors through the School of Business. An advertising minor is also offered to majors in communication arts through the Communication Arts Department. See that section of this catalogue under the College of Arts and Sciences.


School of Business majors are required to complete the University core curriculum (I-V), and the School of Business Administration core, which consists of 53 credits (VI-XXI). Additionally, upper division requirements from the specific business major must be completed. General electives complete the 128 semester credit hour degree requirements. University and business school core courses at the 100- and 200-level should be completed by the end of the sophomore year.

I.  Thought & Expression (7 credits): ENGL 101, SPCO 101, and PHIL 101 (preferably taken in the same semester)

II.  Philosophy (9 credits): PHIL 201, PHIL 301, and PHIL 400- level elective

III.  Religious Studies (9 credits): RELI 100, RELI 200, and RELI 300 levels: one course from each level

IV.  Mathematics (3-4 credits): MATH 114, MATH 148, or MATH 157

V.  English Literature (3 credits): ENGL 102, ENGL 103H, ENGL 105, or ENGL 106

VI.  Business Computing (2 credits): BUSN 111

VII.  Fine Arts (3 credits): any VART, MUSC, or THEA

VIII.  History (3 credits): HIST 101, HIST 102 or HIST 112

IX. Science (3 credits): any BIOL, CHEM, or PHYS

X.  Social Sciences (3 credits): any CRIM, HIST, POLS, PSYC, or SOCI

XI.  Accounting (6 credits): ACCT 260 and ACCT 261

XII.  Economics (6 credits): ECON 201 and ECON 202

XIII.  Statistics (3 credits): BUSN 230 or MATH 121 or MATH 321

XIV.  Information Systems (3 credits): BMIS 235

XV.  Business Law (3 credits): BUSN 283

XVI.  Finance (3 credits): BFIN 320

XVII.  Management (3 credits): MGMT 350

XVIII.  Marketing (3 credits): MKTG 310

XIX.  Operations Management (3 credits): OPER 340

XX.  Business Ethics (3 credits) BUSN 480 and BUSN 485

XXI.  Strategy (3 credits) BUSN 481

Students admitted with more than 45 semester credits may receive a waiver of one of the following School of Business core requirements: HIST 101, HIST 102, or HIST 112; or social science elective; or science elective; or fine arts elective.