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:

3 credits
MKTG 300-400 level elective
ECON 451 Econometrics
PRLS 310 Writing for Public Relations
PSYC 310 Cognition
PSYC 335 Social Psychology
A promotion minor is offered to non-business majors through the School of Business.
Lower Division
Upper Division
MKTG 310 Principles of Marketing
3.00 credits
This course provides an overview of the dynamics of marketing. The focus is the study of exchange and its facilitation for all types of products, both tangible and intangible. The functions, institutions, problems and philosophies of modern marketing are presented in survey form. The major areas of marketing decision-making are examined including: selecting and working with target markets, product development and management, promotion and marketing communication, pricing, and distribution. Fall and Spring.
MKTG 315 Consumer Behavior
3.00 credits
Consumer behavior is the study of human responses to products and services and to the marketing of those products and services. The focus of the course is on achieving a deeper understanding of the psychological, social, cultural, and economic dimensions of consumer judgment and decision-making. Influence factors such as attitudes, personality, memory, motivation, perception, and reference groups are explored. In addition, ethical concerns in the field are considered. Fall and Spring.
MKTG 316 Fashion Marketing & Retailing
3.00 credits
This course introduces students to the fundamental principles that govern fashion. The history of fashion trends is examined prior to a discussion of product development issues, distribution, pricing, and merchandising. The international economics of fashion and global competition are also explored. Florence only. On sufficient demand.
MKTG 317 Promoting the Arts
3.00 credits
This course will focus on promotion objectives, strategies, and plans for a range of arts and cultural non-for profit organizations including performing arts companies, ensembles, commercial art galleries, theaters, museums, symphonies, dance companies, as well as artist management. It will include business planning and budgeting, fund-raising, legal aspects of art administration (e.g. contracts), personnel, program development, marketing, long-range and strategic planning, and other aspects that inform and instruct decision-making in arts and cultural organizations today. Florence campus only.
Prerequisite:
MKTG 310 Minimum Grade: D
MKTG 318 Social Media Marketing
3.00 credits
Students will learn the elements of a successful social media strategy as a component of a communications plan. The tactical implementation details associated with a social media strategy will also be an important component of the class e.g. social media measurement tools and calculation of return on investment.
Prerequisite:
MKTG 310 Minimum Grade: D
MKTG 330 Marketing Research
3.00 credits
This course provides a general overview of marketing research. Students will be introduced to the analytical procedures and technology most widely employed by marketing professionals. Students will acquire an appreciation of the marketing research process and become knowledgeable users of information provided by this form of inquiry. Specific topics covered include: alternative methods of obtaining information, problem identification, research design, measurement scales, questionnaire construction, validity and reliability issues sampling error, sampling procedures, statistics, computer data analysis, research reporting, and ethical dilemmas. Fall and Spring.
MKTG 342 Graphic Design
3.00 credits
The focus of this course is a survey of recent developments, styles, techniques, and theory of graphic design as a commercial art form. The class incorporates the use of professional computer software as a means to create effective visual communications. Fall and Spring.
MKTG 402 Marketing Communications
3.00 credits
This course examines the strategic use of various marketing communication elements including advertising, sales, promotion, public relations, personal selling, and direct marketing to build and maintain brand equity. Analysis will focus on topics such as selecting among alternative promotional tools, budgeting and allocation decisions, determining appropriate message strategy, and developing media schedules for a given product/market selection. Particular attention will be paid to the effective integration of elements across the promotional mix. Fall and Spring.
MKTG 410 Digital Marketing
3.00 credits
The course will examine marketing strategies in light of the explosion of options for engaging customers in a marketplace landscape in which traditional and new media coexist. The course will explore the use of digital tools and techniques as part of an overall branding, advertising, and communications strategy. These include social media, search engine optimization, consumer-generated content, video and viral marketing, display and mobile advertising, interactive technologies, etc. Two themes that will cut across the course topics are 1) linking strategy and tactics and 2) measuring results.
Prerequisite:
MKTG 310 Minimum Grade: D
MKTG 411 Digital Advertising
3.00 credits
This course explores the role of advertising in marketing strategy including advertising in a digital environment (e.g., e-mail solicitation, search engine advertising, and web design and content). Key topics include the communication process as well as basic practices and procedures of modern media. In addition, the course focuses on the application of advertising principles to the development of advertising objectives, strategy formulation, budgeting, media selection, copy testing, and evaluating advertising results. Regulatory, social, and ethical dimensions of advertising are also explored.
MKTG 415 New Product Development
3.00 credits
Class discussion and experiential projects are used to demonstrate methods which enhance the value created by new products. Idea assessment, product design, test marketing, and the implementation procedures necessary to successfully introduce a new product are discussed. Issues surrounding why new products fail and how brand image can be effectively managed and legally protected are also presented. On sufficient demand.
Prerequisite:
MKTG 330 Minimum Grade: D
MKTG 416 Retail Management
3.00 credits
The practice and theory of retail assortment planning, buying, facility layout, profit management, and site location are studied. The use of the internet to enhance customer relationship management and the globalization of the retail industry are also examined. On sufficient demand.
Prerequisite:
MKTG 310 Minimum Grade: D
MKTG 417 International Marketing
3.00 credits
This course provides an introduction to international marketing concepts and their application to various business situations. The course emphasizes principles and practices of marketing in the contemporary global environment. It is designed to enhance students' knowledge about current developments in international business. The material covers both U.S. and foreign companies doing business in various countries around the world. The course considers the marketing perspectives that allow increased interaction with global markets. Techniques, operations, and ethical dilemmas that are unique to international marketing will be discussed. Fall.
Prerequisite:
MKTG 310 Minimum Grade: D
MKTG 418 Personal Selling
3.00 credits
This class examines the selling process. The basic principles underlying all types of selling and the practical applications of these principles to various selling situations are presented. In addition, an introduction to sales management issues such as recruitment, selection, training, motivation, compensation, sales analysis, and evaluation is provided. Spring.
MKTG 419 Marketing Strategies
3.00 credits
This is an integrative, capstone course in marketing. This course focuses on developing and implementing marketing strategies and determining their impact on customer satisfaction and profitability. The course emphasizes systematic analysis of marketing problems and exercising good decision-making when faced with such problems. The core competencies to be developed in the course are the enhanced understanding of the marketing management process, marketing analysis, and decision-making, and the ability to formulate marketing strategy. Fall and Spring.
Prerequisite:
MKTG 310 Minimum Grade: D and MKTG 330 Minimum Grade: D
MKTG 420 Data Visualization
3.00 credits
The amount of data available in business has increased and this has led to an emphasis on data-driven decision making. In this course, students will learn how to acquire, clean, and manipulate data for creating effective data visualizations. The focus will be on the creation of visual displays of data to understand and explore them and to communicate research findings. It will also address the cognitive bases of effective visualizations and introduce students to a set of static and interactive visualization tools within the open-source R statistical software environment.
MKTG 421 Business Analytics
3.00 credits
The course provides students with an analytics tool-kit to complement their business knowledge, which would enable them to be better decision makers. It will cover topics such as ANOVA, Multiple Regression, Logistic Regression, Lift Charts, Decision Trees, Artificial Neural Networks, Principal Components Analysis and Cluster Analysis. Students will use open-source software tools, predominantly using R, to implement these analytical procedures.
Prerequisite:
BUSN 230 Minimum Grade: D or MATH 121 Minimum Grade: D or MATH 321 Minimum Grade: D
MKTG 489 Special Topic Seminar
1.00- 3.00 credits
Credit by arrangement. Fall or Spring or Summer.
Prerequisite:
MKTG 310 Minimum Grade: D
MKTG 490 Promotion Project
1.00- 3.00 credits
Members of the class form a marketing agency for an outside company or organization. Over the course of the project, the class designs and implements a promotional campaign, manages a budget, conducts market research, makes an agency-style presentation to the client, and develops a professional recap book which reports the results of the campaign. This course can help the student improve skills in marketing, public relations, human resources and operations management, communications, business writing, public speaking, event planning, time management, group dynamics, and teamwork. Open to all concentrations. Enrollment by permission only. Spring.
MKTG 491 Directed Study
1.00- 3.00 credits
An individually designed course appropriate to the student's concentration. Directed study requires completion of an application form and departmental permission. Zagweb registration not available. Summer only.
 

In addition to their major and minor areas of study, all undergraduate students follow a common program designed to complete their education in those areas that the University considers essential for a Catholic, Jesuit, liberal, and humanistic education. The University Core Curriculum consists of forty-five credits of course work, with additional designation requirements that can be met through core, major, or elective courses.

The University Core Curriculum is a four-year program, organized around one overarching question, which is progressively addressed through yearly themes and questions. Hence, core courses are best taken within the year for which they are designated. First year core courses encourage intellectual engagement and provide a broad foundation of fundamental skills. Second and third year courses examine central issues and questions in philosophy and religious studies. The fourth year course, the Core Integration Seminar, offers a culminating core experience. Taken at any time throughout the four years, broadening courses intersect with the core themes and extend students’ appreciation for the humanities, arts, and social and behavioral sciences. Finally, the designation requirements (writing enriched, global studies, and social justice) reflect important values and reinforce students’ knowledge and competencies.

Overarching Core Question: As students of a Catholic, Jesuit, and Humanistic University, how do we educate ourselves to become women and men for a more just and humane global community?
Year 1 Theme and Question: Understanding and Creating: How do we pursue knowledge and cultivate understanding?

  • The First-Year Seminar (DEPT 193, 3 credits): The First-Year Seminar (FYS), taken in the fall or spring of the first year, is designed to promote an intellectual shift in students as they transition to college academic life. Each small seminar is organized around an engaging topic, which students explore from multiple perspectives. The FYS is offered by many departments across the University (click here [PDF] for list of FYS courses).  
  • Writing (ENGL 101, 3 credits) and Reasoning (PHIL 101, 3 credits): The Writing and Reasoning courses are designed to help students develop the foundational skills of critical reading, thinking, analysis, and writing. They may be taken as linked sections. Writing (ENGL 101) carries one of the three required writing-enriched designations (see below).
  • Communication & Speech (COMM 100, 3 credits): This course introduces students to interpersonal and small group communication and requires the application of critical thinking, reasoning, and research skills necessary to organize, write, and present several speeches.
  • Scientific Inquiry (BIOL 104/104L, CHEM 104/104L, or PHYS 104/104L, 3 credits): This course explores the scientific process in the natural world through evidence-based logic and includes significant laboratory experience. Students pursuing majors that require science courses will satisfy this requirement through their major.
  • Mathematics (above Math 100, 3 credits): Mathematics courses promote thinking according to the modes of the discipline—abstractly, symbolically, logically, and computationally. One course in mathematics, above Math 100, including any math course required for a major or minor, will fulfill this requirement. MATH 100 (College Algebra) and courses without the MATH prefix do not fulfill this requirement.

Year 2 Theme and Question: Being and Becoming: Who are we and what does it mean to be human?

  • Philosophy of Human Nature (PHIL 201, 3 credits): This course provides students with a philosophical study of key figures, theories, and intellectual traditions that contribute to understanding the human condition; the meaning and dignity of human life; and the human relationship to ultimate reality.
  • Christianity and Catholic Traditions (RELI, 3 credits). Religious Studies core courses approved for this requirement explore diverse topics including Christian scriptures, history, theology, and practices as well as major contributions from the Catholic intellectual and theological traditions (click here [PDF] for a list of approved courses) .

Year 3 Theme and Question: Caring and Doing: What principles characterize a well lived life?

  • Ethics (PHIL 301 or RELI, 3 credits): The Ethics courses are designed to help students develop their moral imagination by exploring and explaining the reasons humans should care about the needs and interests of others. This requirement is satisfied by an approved ethics course in either Philosophy (PHIL 301) or Religious Studies (click here [PDF] for a list of approved courses).
  • World/Comparative Religion (RELI, 3 credits): Religious Studies courses approved for this core requirement draw attention to the diversity that exists within and among traditions and encourage students to bring critical, analytical thinking to bear on the traditions and questions considered. These courses carries one of the required two global-studies designations (see below) (click here [PDF] for a list of approved courses).

Year 4 Theme and Question: Imagining the Possible: What is our role in the world?” 

  • Core Integration Seminar (DEPT 432, 3 credits). The Core Integration Seminar (CIS) offers students a culminating core experience in which they integrate the principles of Jesuit education, prior components of the core, and their disciplinary expertise. Some CIS courses may also count toward a student’s major or minor. The CIS is offered by several departments across the University (click here [PDF] for list of CIS courses).

The Broadening Courses

  • Fine Arts & Design (VART, MUSC, THEA, 3 credits): Arts courses explore multiple ways the human experience can be expressed through creativity, including across different cultures and societies. One approved course in fine arts, music, theatre, or dance will fulfill this requirement (click here [PDF] for a list of approved courses).
  • History (HIST, 3 credits): History courses are intended to develop students’ awareness of the historical context of both the individual and the collective human experience. One course in History (HIST 101, HIST 102, HIST 112, HIST 201, HIST 202) will fulfill this requirement.
  • Literature (3 credits): Literature courses foster reflection on how literature engages with a range of human experience. One approved course in Literature (offered by English, Classics, or Modern Languages) will fulfill this requirement (click here [PDF] for a list of approved courses).
  • Social & Behavioral Sciences (3 credits): Courses in the social and behavioral sciences engage students in studying human behavior, social systems, and social issues. One approved course offered by Criminal Justice, Economics, Political Science, Psychology, Sociology, or Women and Gender Studies will fulfill this requirement (click here [PDF] for a list of approved courses).

The Designations
Designations are embedded within already existing core, major, minor, and elective courses. Students are encouraged to meet designation requirements within elective courses as their schedule allows; however, with careful planning students should be able to complete most of the designation requirements within other core, major, or minor courses.

  • Writing Enriched (WE; 3 courses meeting this designation): Courses carrying the WE designation are designed to promote the humanistic and Jesuit pedagogical ideal of clear, effective communication. In addition to the required core course, Writing (ENGL 101), which carries one of the WE designations, students must take two other WE-designated courses (click here [PDF] for a list of approved courses).
  • Global-Studies (GS; 2 courses meeting this designation): Courses carrying the GS designation are designed to challenge students to perceive and understand human diversity by exploring diversity within a context of constantly changing global systems. In addition to the required core course, World/Comparative Religion (RELI 300-level), which carries one of the GS designations, students must take one other GS-designated course (click here [PDF] for a list of approved courses).
  • Social-Justice (SJ; 1 course meeting this designation): Courses carrying the SJ designation are designed to introduce students to one or more social justice concerns. Students must take one course that meets the SJ designation (click here [PDF] for a list of approved courses).

Major-specific adaptations to the University Core Curriculum

All Gonzaga students, regardless of their major, will complete the University Core Curriculum requirements. However some Gonzaga students will satisfy certain core requirements through major-specific programs or courses. Any major-specific adaptations to the core are described with the requirements for the majors to which they apply.