Academic Bulletin

School of Business Administration - Undergraduate

MARKETING - Dept. Code: MKT

Educational Objectives | Degree Programs | Major | Minor

Introduction

Rapidly increasing global competition, emergence of new markets, and technological advancements make today's marketplace a highly dynamic and challenging environment for companies. Effective marketing is therefore crucial for organizations to survive and prosper in such an environment. Marketing is the process through which organizations develop and distribute products and services that satisfy the needs of customers. Customer satisfaction is critical to the profitable operations and growth of organizations and, as such, an integral component of modern-day marketing.

Educational Objectives

The primary goals of the Department of Marketing are: (a) to contribute to marketing knowledge through conducting scholarly research and disseminating the research findings through leading journals, (b) to excel in imparting marketing knowledge to students and honing their critical-thinking skills so as to prepare them for potentially successful careers in an increasingly competitive, dynamic, global, and service-and technology-oriented environment, and (c) to be of service to the business and professional communities at large.

The marketing curriculum offers courses and programs to undergraduate and graduate students for their professional development in domestic and world business.

A program of study in marketing offers students better understanding of and insights into:

• Marketing's role within the organization and society;

• The various 'markets' for goods and services through better identification and analysis of consumer needs, wants, and interests;

• Marketing's responsibility to society in legal, ethical, and moral matters;

• Methods, procedures and techniques used in planning and managing marketing decisions.

Degree Programs

A Marketing major can earn either a Bachelor of Business Administration (BBA) or a Bachelor of Science in Business Administration (BSBA) by meeting the appropriate School of Business Administration requirements.

Major

The Marketing major provides students with an understanding of the basic concepts of marketing with an emphasis on emerging techniques and technologies. This major prepares students to practice marketing in a changing competitive environment. Specifically the major covers the 4 Ps of marketing (i.e., product/service, price, promotion and place/distribution) from a managerial perspective. Additionally, the marketing major is flexible, allowing students to concentrate on specific areas of professional pursuit such as sales management, advertising, retailing, or marketing research.

A program of study in marketing offers students a comprehensive understanding of such topics as:

• Marketing's critical role within organizations;

• Identification of markets for products and services through better understanding and analysis of consumers' wants and needs;

• The nature of global competition and identification of viable competitive strategies;

• Methods used in planning and implementing marketing strategies;

• Legal and ethical responsibilities of marketers.

MAJOR

The program of study for Marketing majors consists of the following:

Important Note: A student must earn a grade of “B" (grade point average of 3.0) or higher in MKT201/301 to continue the major or minor (a grade of “B-” does not qualify.) The overall grade point average in all Marketing courses taken must be 2.5 or higher. All Marketing courses in which a Marketing major enrolls will count toward the major.

and

Nine (9) semester hours from any of the courses listed below:

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Minor

A minor in Marketing for business majors consists of at least 12 semester hours of marketing courses and must include the following: MKT201/301, with a grade of “B” (grade point average of 3.0) or higher (a grade of “B-” does not qualify), plus any three courses from the Department of Marketing as long as the prerequisite courses are taken. The overall grade point average in all marketing courses taken must be 2.5 or higher. All marketing courses in which a Marketing minor enrolls will count toward the minor.

MINOR FOR NON-BUSINESS MAJORS

A minor in Marketing for non-business majors consists of at least 12 semester hours of marketing courses and must include the following: MKT201/301 with a grade of “B” (grade point average of 3.0) or higher, plus any three courses from the Department of Marketing as long as the prerequisite courses are taken. Students may choose from MKT310, MKT320, MKT340, MKT360 or other electives with the permission of the instructor. The overall grade point average in all marketing courses must be 2.5 or higher. All marketing courses in which a Marketing minor enrolls will count toward the minor.

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