This is the major for those
who want a broad exposure to the fundamentals of marketing.
The major prepares practitioners and managers through exposure
to the many facts of marketing: development, advertising,
distribution, sales of products and services. Students will
gain an understanding of research, planning, analysis, communication,
business relations, and decision-making techniques as they
are used by marketing managers and directors. Specific courses
will focus on current issues and problems, such as electronic
and integrated marketing. Advertising theory, techniques,
and applications are presented. Problems, issues, and alternative
solutions involving product strategy, pricing, distribution,
promotion, and marketing research will be discussed, from
both a national and international perspective. In general,
marketing principles will be applied to multinational and
international business practices. Retailing and management
of the marketing function will also be studied.
Program Objectives
Student learning goals and objectives in
the Marketing Program are generally summative. That is, they occur
as a function of the overall marketing curriculum rather than
solely as a result of a single class. Thus, specific objectives
are not assumed to be outcomes of individual courses, although
clearly individual courses vary in their contribution to the attainment
of specific outcomes. With that understanding, marketing graduates
should be able to:
Apply current theory in the field of marketing,
especially in terms of understanding buyer behavior, defining
target markets, identifying and evaluating market segments, and
in demonstrating knowledge about elements of the marketing mix.
Explain the impact of global competition, market
forces and other external factors on the success and failure of
specific marketing programs.
Use market research tools and procedures to
estimate market potential, conduct exploratory and descriptive
research, forecast demand, and communicate research findings effectively,
both orally and in written form.
Bachelor
of Science in Business Administration
Major: Marketing
GENERAL
EDUCATION REQUIREMENTS (51-53 semester credits)
