Marketing

Marketing

Ronald Drozdenko, Chair
drozdenkor@wcsu.edu
Westside Classroom Building 301, Westside Campus
(203) 837-8776
(203) 837- 8527 (fax)

TBD, Department Secretary
Westside Classroom Building 249, Westside Campus
(203) 837-8342
(203) 837- 8527 (fax)

Faculty

Adjunct Faculty

Overview

The marketing curriculum provides students with a sound understanding of the marketing function and its critical role in the success of organizations in globally competitive environments. Students learn analytical and communicative skills needed to succeed in brand management, marketing research, advertising management, and other fields within marketing. The skills and techniques of marketing management are also stressed. The program builds on knowledge from the arts and sciences and other business courses. Students are exposed to a variety of teaching methods including computer applications, case studies, group projects and experiential exercises.

Mission

The marketing department’s primary mission is to prepare students to be contributing members of organizations by providing an education focusing on the marketing function. We are dedicated to developing in our students problem-solving abilities that are firmly grounded in the arts and sciences and other business areas. We emphasize a personalized approach to education and promote the development of self-worth in our students. Our students will have an understanding of and appreciation for the global business environment and the social implications of business actions. We also recognize that specific technical skills are necessary to prepare students for entry into the workforce; therefore, our department will maintain an approach to education that is consistent with existing technologies and methods.

Bachelor of Business Administration in Marketing (B.B.A.)

Requirements:

• Completion of all general education requirements (see departmental program sheet for specific requirements in several areas).
• Completion of the business core courses.*
• Completion of free electives, including physical
  education, to total a minimum of 122 semester hours.
• At least 16 semester hours of free electives must be in non-business courses.
• Completion of 24 SH in marketing as listed below.

*Business Core Courses:

FIN 230	Business Statistics
ACC 201	Financial Accounting
ACC 202	Managerial Accounting
MGT 250	Organizational Behavior
MGT 320	Operations Management
MIS 260	Information Systems Concepts
MKT 301	Principles of Marketing
FIN 310	Principles of Finance
JLA 240	Commercial Law or ACC 340 Business Law I (for accounting majors)
MGT 415	Strategic Management
FIN 310	Principles of Finance

Course Restrictions

For a complete list of prerequisites, corequisites and other restrictions for all courses, please consult the Course Description section of this catalog.

Required (19 SH):

          MKT 310 Consumer Behavior: Concepts, Research Methods and Applications
          MKT 315 Integrated Marketing Communications:  Advertising and Social Media Marketing
          MKT 333 Sales Management
          MKT 415 Marketing Research: Methods and Applications
          MKT 490 Marketing Management: Analysis, Planning and Implementation

And select two additional elective courses (6 SH):

          MKT 322 Retailing Management
          MKT 327 Direct/Interactive Marketing
          MKT 380 Customer Relationship Management and Database Marketing
          MKT 395 Advanced Advertising and Integrated Marketing Communications
          MKT 398 Faculty Developed Study
          MKT 399 Student Developed Study
          MKT 411 E-commerce and Internet Marketing
          MKT 412 Product Development and Management
          MKT 422 Global Marketing
          MKT 455 Business Marketing
          MKT 480 Selected Topics in Marketing

Option in Interactive Marketing

The interactive marketing option was developed in cooperation with professional organizations and national businesses to provide career opportunities for our students in this large and growing field. Students will examine many aspects of interactive, electronic and internet marketing including: managing creative and promotional processes, utilizing database technologies, developing and maintaining relationships with customers, managing effective e-commerce websites, developing search engine marketing and social media marketing programs and managing interactive marketing organizations in a globally and socially responsive manner. In addition to developing a knowledge of interactive marketing concepts and theory, students will gain applied experience through class projects and the recommended internship.

Required (25 SH):

         MKT 310 Consumer Behavior: Concepts, Research Methods and Applications
         MKT 315 Integrated Marketing Communications:  Advertising and Social Media Marketing
         MKT 327 Direct/Interactive Marketing
         MKT 380 Customer Relationship Management and Database Marketing
         MKT 411 E-commerce and Internet Marketing
         MKT 415 Marketing Research: Methods and Applications
         MKT 490 Marketing Management: Analysis, Planning and Implementation

Recommended:

         MKT 297 Interactive Marketing Internship

Learning Outcomes

A  graduate  of   the  marketing  department  should  be  able  to  develop a comprehensive marketing plan.  According to the American Marketing Association a marketing plan is a document composed of the following elements and students should be able to:

• Perform an analysis of the current marketing situation
• Identify opportunities and threats in the business environment
• Develop quantified marketing objectives
• Develop viable marketing strategies
• Develop detailed action programs
• Develop projected or pro-forma income (and other financial) statements related to the plan

Minor in Marketing

A student may apply for the minor in marketing after the completion of 45 semester hours. Successful completion of the minor requires a GPA greater than or equal to 2.3 or better in all marketing courses.

Required (19 SH):

      MKT 301 Principles of Marketing 
      MKT 310 Consumer Behavior: Concepts, Research Methods and Application  

Marketing Communications Requirement

Select one of the following two courses:

         MKT 315 Integrated Marketing Communications:  Advertising and Social Media Marketing
         MKT 333 Sales Management

Also, select three marketing electives totaling nine semester hours. See previous section for a list of elective courses.

Note: The course not chosen to complete the marketing communications requirement may also be used as one of the three electives.

Minor in Business Administration

A non-business student may be accepted as an ASB minor. The student must have a 2.3 or better cumulative GPA.

The courses required for completion of the minor are:

         ACC 201 Financial Accounting
         FIN 310 Principles of Finance
         JLA 240 Commercial Law
         MGT 250 Organizational Behavior
         MIS 260 Information Systems Concepts
         MKT 301 Principles of Marketing

Students accepted for a business administration minor are expected to have completed all course prerequisites for the program. An average of 2.3 in all minor courses must be maintained to fulfill the requirements of the minor.