Marketing, BBA
Program Description
The marketing curriculum is designed to help students prepare for careers in fields such as retailing, distribution, marketing research, advertising, and personal selling. The program provides knowledge and competencies that facilitate acquiring and succeeding in entry-level positions and moving into marketing management positions or business ownership. Emphasis is on development of analytical skills adequate for and appropriate to professional marketing activities in a highly competitive global market place. Marketing courses stress problem solving and decision making and the development and implementation of competitive policies and strategies.
This major is offered on the Island Campus, the RELLIS Campus, and fully online.
Students should complete the Business Foundation Curriculum in the freshman and sophomore years.
BBA Student Learning Goals and Objectives
- G1. To Be Effective Communicators
- CG1.O1 – Demonstrate the ability to write professionally
- CG1.O2 – Prepare and deliver professional presentations
- CG1.O3 – Practice professional interactions
- G2. To Be Competent in Business Practices
- CG2.O1 – Demonstrate key concepts in business disciplines
- CG2.O2 – Use technology to analyze relevant data
- G3. To Be Good Decision Makers
- CG3.O1 – Identify key factors for decision making
- CG3.O2 – Analyze alternative solutions and make a decision
- G4. To Be Good Citizens
- CG4.O1 – Identify ethical concepts
In addition, all Marketing Majors will demonstrate knowledge of key marketing theories and concepts, and the ability to apply these theories and concepts.
General Requirements for BBA Degree
| Requirements | Credit Hours |
|---|---|
| Core Curriculum Program | 42 |
| First-Year Seminars (when applicable)1 | 0-2 |
| Business Core | 45 |
| Marketing Major Requirements | 24 |
| Electives | 9 |
| Total Credit Hours | 120-122 |
- 1
Full-time, first time in college students are required to take the first-year seminars.
Program Requirements
| Code | Title | Hours |
|---|---|---|
| Full-time, First-Year Students | ||
| UNIV 1101 | University Seminar I * | 1 |
| UNIV 1102 | University Seminar II * | 1 |
| Core Curriculum Program | ||
| University Core Curriculum | 42 | |
| Business majors are required to complete the following courses as part of their University Core Curriculum Program: | ||
| Macroeconomics Principles * | ||
| Mathematics for Business and Social Sciences 1 | ||
| Business Core | ||
| BUSI 0011 | COB Orientation 2,* | 0 |
| ACCT 2301 | Financial Accounting | 3 |
| ACCT 2302 | Managerial Accounting | 3 |
| BAIS 2301 | Computer Applications in Business | 3 |
| BAIS 3310 | Management Information Systems Concepts | 3 |
| BAIS 3311 | Data Analysis and Statistics | 3 |
| BLAW 3310 | Legal Environment of Business * | 3 |
| ECON 2302 | Microeconomics Principles * | 3 |
| FINA 3310 | Financial Management * | 3 |
| MATH 1325 | Calculus for Business & Social Sciences 1 | 3 |
| MGMT 3310 | Principles of Management | 3 |
| MGMT 3315 | Business Communications * | 3 |
| MGMT 4388 | Business Strategy * | 3 |
| MKTG 3310 | Principles of Marketing * | 3 |
| OPSY 4314 | Operations Management * | 3 |
| International Business Course | ||
| Select one of the following depending on major: | 3 | |
| Multinational Entities: Accounting and Consolidations (for Accounting Major) 3,* | ||
| International Economic Issues (for Business Economics Major) | ||
| International Finance (for Finance Major) | ||
| Multinational Management (for Management Major) * | ||
| International Marketing (for Marketing Major) | ||
| International Business (for all other Majors) | ||
| Marketing Major Requirements | ||
| MKTG 3311 | Professional Selling | 3 |
| MKTG 3330 | Consumer Behavior * | 3 |
| MKTG 3333 | Digital Marketing Fundamentals * | 3 |
| MKTG 4320 | Marketing Research and Analytics * | 3 |
| MKTG 4380 | Marketing Strategy * | 3 |
| Marketing Electives | ||
| Select 9 hours from the following: | 9 | |
| Advertising and Promotional Strategy | ||
| Entrepreneurial Marketing * | ||
| Retail Management | ||
| Sales Management | ||
| Hospitality, Tourism, & Event Marketing | ||
| Social Media Marketing | ||
| Distribution Systems in Marketing | ||
| Services Marketing | ||
| International Marketing | ||
| Marketing Analytics | ||
| Special Topics in Marketing | ||
| Directed Individual Study | ||
| Internship in Marketing | ||
| Electives | ||
| Upper-level Business Elective | 3 | |
| Business Elective | 3 | |
| Non-Business or Business Elective | 3 | |
| Total Hours | 122 | |
- 1
Higher level mathematics course may be accepted as a substitute with approval.
- 2
All Business Majors and Minors must complete BUSI 0011 COB Orientation (0 sch) before or during their first semester enrolled in upper-division Business courses.
- 3
ACCT 3318 Multinational Entities: Accounting and Consolidations (3 sch) may be taken as either International Business Course or as an Accounting Elective but not both.
- *
Online offering
- ^
Blended offering
Note:
Course prerequisites are strictly enforced.
Course Sequencing
| First Year | ||
|---|---|---|
| Fall | Hours | |
| BUSI 0011 | COB Orientation | 0 |
| Creative Arts Core Requirement | 3 | |
| ECON 2301 | Macroeconomics Principles | 3 |
| HIST 1301 | U.S. History to 1865 | 3 |
| ENGL 1301 | Writing and Rhetoric I | 3 |
| Life & Physical Science Core Requirement | 3 | |
| UNIV 1101 | University Seminar I | 1 |
| Hours | 16 | |
| Spring | ||
| COMM 1311 | Foundation of Communication | 3 |
| HIST 1302 | U.S. History Since 1865 | 3 |
| ECON 2302 | Microeconomics Principles | 3 |
| Language, Philosophy & Culture Core Requirement | 3 | |
| MATH 1324 | Mathematics for Business and Social Sciences | 3 |
| UNIV 1102 | University Seminar II | 1 |
| Hours | 16 | |
| Second Year | ||
| Fall | ||
| ACCT 2301 | Financial Accounting | 3 |
| Business Elective | 3 | |
| Component Area Option Core Requirement | 3 | |
| MATH 1325 | Calculus for Business & Social Sciences | 3 |
| POLS 2305 | U.S. Government and Politics | 3 |
| Hours | 15 | |
| Spring | ||
| ACCT 2302 | Managerial Accounting | 3 |
| Component Area Option Core Requirement | 3 | |
| Life & Physical Science Core Requirement | 3 | |
| BAIS 2301 | Computer Applications in Business | 3 |
| POLS 2306 | State and Local Government | 3 |
| Hours | 15 | |
| Third Year | ||
| Fall | ||
| MKTG 3310 | Principles of Marketing | 3 |
| MGMT 3310 | Principles of Management | 3 |
| MGMT 3315 | Business Communications | 3 |
| FINA 3310 | Financial Management | 3 |
| BAIS 3311 | Data Analysis and Statistics | 3 |
| Hours | 15 | |
| Spring | ||
| MKTG 3311 | Professional Selling | 3 |
| MKTG 3330 | Consumer Behavior | 3 |
| MKTG 4340 | International Marketing (for Marketing Major) | 3 |
| BAIS 3310 | Management Information Systems Concepts | 3 |
| BLAW 3310 | Legal Environment of Business | 3 |
| Hours | 15 | |
| Fourth Year | ||
| Fall | ||
| OPSY 4314 | Operations Management | 3 |
| MKTG 3333 | Digital Marketing Fundamentals | 3 |
| Marketing Elective | 3 | |
| MKTG 4380 | Marketing Strategy | 3 |
| Upper-Level Business Elective | 3 | |
| Hours | 15 | |
| Spring | ||
| Marketing Elective | 3 | |
| Non-Business Elective | 3 | |
| Upper-level Business Elective | 3 | |
| Marketing Elective | 3 | |
| MGMT 4388 | Business Strategy | 3 |
| Hours | 15 | |
| Total Hours | 122 | |
Courses
The initial course in Marketing. Description and analysis of the flow of goods, services and ideas to consumers and industrial users. Factors outside the firm are also considered as they affect marketing decisions.
Prerequisite: BUSI 0011.
An introduction to professional selling as a marketing tool. Emphasis is placed on the theory and application of the professional selling process. Junior standing or above.
The student will learn about the development and implementation of a coordinated and integrated advertising and promotions strategy. Emphasis is placed on the interrelationships among advertising, sales management, and sales promotion activities.
Prerequisite: MKTG 3310.
Entrepreneurial marketing provides entrepreneurs and small business owners with the knowledge needed to successfully perform marketing activities (primarily promotion) on a very low budget. Students will learn the utilization of techniques and the analysis of market characteristics that impact the small entrepreneurial organization, its products and services. Additionally, students will learn how to develop specific yet flexible marketing plans and activities, and the effective management of practices, finances, and obligations associated with the marketing of smaller entrepreneurial firms. Factors inside and outside the firm are researched and analyzed as they affect successful small business marketing decisions.
An examination of the psychological and social influences that affect consumer decision making. Emphasizes the development of marketing programs designed with behavioral considerations in mind.
Prerequisite: MKTG 3310.
This course introduces students to the strategies, tools, and techniques of effective digital marketing. The course emphasizes the stages of the digital customer journey, web design, web analytics and metrics, content marketing, search engine optimization (SEO), digital advertising, online video marketing, mobile marketing, and digital strategy. The course includes hands-on experience using software tools for designing digital content to promote brands and build relationships with customers. The course may also include coverage of specialized digital techniques and emerging digital marketing tools. Junior status or permission of the instructor.
A managerial approach to retailing. Topics such as trade area evaluation, buying, layout, pricing, cost and expense analysis are considered.
Prerequisite: MKTG 3310.
An exploration of the problems and practices of sales and sales management. Organizational structure and development of programs to assure a competent and effective sales force are stressed.
Prerequisite: MKTG 3310.
Application of marketing concepts to hospitality, tourism, and events. Topics include travel and tourism theories, the service environment, buyer behavior, and branding, using an integrative approach to examine marketing strategies as they pertain to these industries. Junior standing or above.
This course provides students with a panoramic view of the tools, techniques, and strategies available to marketers on social media. The course involves an exploration of the major social media platforms and the marketing opportunities on those platforms. It includes coverage of tools for developing and managing social media marketing campaigns and the use of social media for personal and corporate branding. Senior standing.
Prerequisite: MKTG 3310.
This course examines the importance of distribution channels and the process by which firms make distribution channel decisions. Students explore various channel structures available to firms and analyze issues surrounding the design and use of multichannel and omnichannel strategies. Junior standing or above.
Prerequisite: MKTG 3310.
The study of research in marketing with emphasis on the collection and interpretation of data and its application to the solution of marketing problems. 6 hours of advanced marketing and Junior standing or above.
A comprehensive study of marketing challenges and opportunities that are distinct to service organizations. This course explores the differences in marketing goods versus services, the unique characteristics of both service organizations and service customers, the measurement and management of service quality standards and the implementation of service strategies.
Prerequisite: MKTG 3310.
A study of the economic, social and cultural environment of international marketing. The course focuses on marketing decision making in this environment.
Prerequisite: MKTG 3310.
The course teaches students how to utilize various analytics tools to transform data into insights that enable evidence-based marketing decisions. Topics include data gathering along with analysis, interpretation, and communication of data about competitors, customers, and the marketing mix.
Prerequisite: MKTG 4320.
The study and application of the strategic marketing planning process to realistic business situations. Topics include: strategies for growth and competitive advantage; market segmentation, targeting and positioning; marketing mix strategies and tactics; customer satisfaction and relationship building; and evaluation and control of marketing strategies. Attention to ethical considerations in marketing and a triple bottom line (TBL) evaluation of marketing outcomes. Nine additional hours of upper-division marketing, and Senior standing.
Prerequisite: MKTG 3310.
Selected topics for special study related to marketing functions, processes, or issues. May be repeated for credit when topics vary.
Individual supervised study and a final report.
Supervised full-time or part-time, off-campus training in business or government organization. Oral and written reports required.