Program Coordinator: Takisha Toler, Ph.D.
Description
The marketing major is a program of study using the fundamentals of business and the principles of marketing to learn how to effectively compete for customers and clients through a strong presence on traditional and emerging digital communication channels. The degree will provide the graduate with a sophisticated set of strategic skills along with business and marketing acumen needed to identify, engage, and continue relationships with customers using both traditional and digital media. The graduate will be prepared to become a leader in the increasingly shifting marketing environment at the local, regional, and international market levels. The Bachelor of Science in Marketing has now received specialized accreditation through the International Accreditation Council for Business Education (IACBE).
Outcomes
Upon completion of the Bachelor of Science in Marketing, graduates will be able to:
- Demonstrate knowledge of the essential elements and theories of marketing.
- Formulate solutions to marketing problems.
- Develop strategic marketing programs.
- Communicate marketing assessments and recommendations to audiences in varied formats.
- Demonstrate professional competencies related to contemporary marketing careers.
Digital Marketing Track Description
The digital marketing track is designed for students who wish to be able to:
- Develop a better understanding of the digital customer and digital communication environment.
- Produce effective digital strategies to support online marketing communications.
- Propose and implement digital marketing programs to promote organizational success.
- Pursue career opportunities in digital marketing.
Digital Marketing Track Outcomes
Upon completion of the digital marketing track, graduates will be able to:
- Demonstrate understanding of current and emerging trends in digital marketing.
- Evaluate digital-centric customer behaviors.
- Utilize data analytics and relevant marketing theories and principles to create digital content for the target market.
- Develop effective digital marketing programs for a wide variety of organizations.
- Evaluate ethical issues associated with digital marketing.
General Track Description
The general track is designed for students who wish to be able to:
- Explore different areas of marketing and potential career pathways.
- Enhance their knowledge in specific functional area(s) of business- Accounting, Economics, Finance, Fashion Merchandising, Economics, International Business, Information Systems, Management, Marketing as well as select topics in Graphic Design, Legal Studies, and Digital Writing and Publishing.
- Learn theories and practices of strategic marketing from the perspective of various organizations.
General Track Outcomes
Upon completion of the general track, graduates will be able to:
- Apply various business principles, theories, and models to areas of marketing practices that strategically support a wide variety of organizations.
- Utilize specific marketing-based tools necessary for responsible decision-making in public, private, and non-profit sector contexts.
- Develop strategic marketing programs for a wide variety of organizations.
Policies
Students must earn a minimum GPA of 2.50 in the major. The lowest acceptable grade is a "C" in all courses listed in the catalog under "Program Requirements" for the major, including both courses in the major and SEE courses required by the major. No student, regardless of major, will be permitted to advance to the next course without earning a grade of "C" or better in the prerequisite course(s). When a grade below "C" is earned in a major course, the student must repeat that course.
A course may be repeated once without special permission. Marketing majors must apply in writing to the Dean of the School of Business and Leadership requesting permission to take a course for a third time. Those who do not successfully complete a major course with a grade of “C” or better after three attempts will not be allowed to continue in the marketing program.
Requirements
The courses listed below are required for the completion of the bachelor's degree in marketing. Students must also complete the requirements for the Stevenson Educational Experience (SEE). Specific pre- and co-requisites for each course are listed in the course descriptions.
Major Requirements:
The courses listed below are required for the completion of the bachelor's degree in marketing. Students must also complete the requirements for the Stevenson Educational Experience (SEE). Specific pre- and co-requisites for each course are listed in the course descriptions.
| FYS 100 | First Year Seminar | 1 credit |
| ACC 140 | Financial Accounting | 3 credits |
| ACC 141 | Managerial Accounting | 3 credits |
| EC 201 | Principles of Macroeconomics | 3 credits |
| EC 202 | Principles of Microeconomics | 3 credits |
| IS 135 | Computer Applications for Business | 3 credits |
| MATH 136 | Introduction to Statistics | 4 credits |
| MGT 204 | Principles of Management | 3 credits |
| MGT 308 | Business Ethics | 3 credits |
| MKT 206 | Principles of Marketing | 3 credits |
| MKT 208 | Introduction to Digital Marketing | 3 credits |
| MKT 210 | Strategic Marketing Communication | 3 credits |
| MKT 217 | Internship Preparation | 1 credit |
| MKT 301/MGT 300 | Applied Marketing Analytics | 3 credits |
| MKT 305 | Market Research | 3 credits |
| MKT 311 | Consumer Behavior | 3 credits |
| MKT 325 | International Marketing | 3 credits |
| MKT 336 | Integrated Marketing Communication | 3 credits |
| MKT 400 | Marketing Management | 3 credits |
| MKT 417 | Marketing Internship | 3 - 6 credits |
| MKT 430 | Marketing Capstone Seminar | 3 credits |
General Track
All of the major requirements and four electives (12 credits) from the following subject areas/courses: ACC, CM323, EC, ENG256, FIN, FMER, GDES125, GDES208, GDES270, GDES308, INBUS, IS, LAW345, MGT, MKT.
Digital Marketing Track
All of the major requirements, MKT 320 and three of the following:
| GDES 125 | Fundamentals of Digital Media | 3 credits |
| GDES 208 | Web Design I | 3 credits |
| GDES 270 | Introduction to Corporate Communication Design | 3 credits |
| GDES 308 | Web Design II | 3 credits |
| CM 323 | Writing for the Web | 3 credits |
| ENG 256 | Introduction to Digital Publishing | 3 credits |
Suggested Course Sequence
2024-25 SCS Marketing
Minor in Marketing
The minor in marketing requires successful completion of a minimum of six courses and 18 credits with a MKT prefix. Students majoring in Marketing may not minor in Marketing. Please see an academic advisor for more information. General guidelines regarding minors may be found in the Minors section of the catalog.
Course Descriptions
See Marketing Course Descriptions