Marketing
Ronald Drozdenko, Chair
drozdenkor@wcsu.edu
Westside Classroom Building 301, Westside Campus
(203) 837-8776
(203) 837- 8955 (fax)
Judy McGee, Department Secretary
mcgeej@wcsu.edu
Westside Classroom Building 249, Westside Campus
(203) 837-8342
(203) 837- 8955 (fax)
Faculty
| R. Drozdenko, Chair | E. AbouElgheit |
| X. Han | J. McCartney |
Adjunct Faculty
| D. Coelho | S. DeBartolomeo | |
| R. Watson | T. Zarecki |
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.
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
Degrees in Marketing
Bachelor of Business Administration
B.B.A. Marketing
B.B.A. Marketing: Digital & Interactive Marketing Option
B.B.A./M.B.A Accelerated Pathway
Minor
Marketing
Business Administration
Bachelor of Business Administration in Marketing (B.B.A.)
BBA Marketing
Description: Description: We provide our students with experiential learning opportunities that prepare them for current and evolving marketing positions in the for-profit (business) and nonprofit sectors. Graduates will analyze marketing problems and opportunities, develop effective strategies within a framework of global social responsibility, apply appropriate marketing tactics and evaluate marketing performance outcomes. Our proximity to a thriving multinational business community in New York City provides exceptional opportunities for internships, professional networking, and real-world case studies.
Degree Requirements All degrees at WCSU require 120 semester hours (SH). This includes major requirements, general education requirements, and electives. This structure provides room for minors, internships, and study abroad.
Required Courses in the Major: 53 SH
| BBA CORE | |
| MKT 101 Intro to Ancell | 1 SH |
| ACC 201 Financial Accounting | 3 SH |
| ACC 202 Managerial Accounting | 3 SH |
| FIN 310 Principles of Finance | 3 SH |
| MGT 250 Organizational Behavior | 3 SH |
| MGT 320 Operations Management | 3 SH |
| MKT 200 Principles of Marketing | 3 SH |
| MKT 305 Global Env. of Business (Global Diversity) | 3 SH |
| JLA 240 Commercial Law OR ACC 340 Business Law I | 3 SH |
| MGT 415 Strategic Management | 3 SH |
| MARKETING REQUIREMENTS | |
| MKT 310 Consumer Behavior | 4 SH |
| MKT 315 Contemporary Advertising and Integrated Marketing Communications | 4 SH |
| MKT 333 Sales Management | 3 SH |
| MKT 415 Marketing Research: Methods and Applications | 4 SH |
| MKT 490 Marketing Management: Analysis Planning and Implementation | 4 SH |
| Two Marketing Electives (6 SH) from this list: (See catalog for prerequisites): MKT 322 Retailing Management, MKT 327 Digital Marketing and Analytics, MKT 380 Customer Relationship Management, MKT 395 Adv. & Integrated Mkt Communications, MGT 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 | 6 SH |
| MAJOR DESIGNATED GENERAL EDUCATION COURSES | |
| COM 160 Public Speaking; OR COM 161 Decision Making in Groups; OR COM 163 Intro to Human Comm. | 3 SH |
| ECO 211 Principles of Macroeconomics | 3 SH |
| ECO 213 Principles of Microeconomics | 3 SH |
| FIN 230 Business Statistics | 3 SH |
| MIS 260 Information Systems Concepts | 3 SH |
| Minimum GPA for the BBA in Marketing = 2.0. | |
General Education: All students must complete the General Education curriculum. The WCSU General Education curriculum invites students to encounter a broad range of topics and skills in the liberal arts and sciences. The system requires students to successfully complete a minimum of 40 semester hours split across eleven learning areas. Generally, students can satisfy the requirements for a given learning area with any course they choose within that area; some programs of study may require specific Major Designated General Education Courses; if so, they will be listed with the program requirements. Additionally, the Racial Justice and Global Diversity requirements may be completed with courses which are part of the program requirements. For a complete description of the General Education program, follow this link: https://catalogs.wcsu.edu/ugrad/academic-programs-degrees/
Electives: All degrees require 120 semester hours. Elective credits are opportunities for minors, internships, study abroad, and just following general interests. We encourage all students to speak with their advisors about great opportunities for their elective courses.
Sample Four Year Plan: BBA Marketing
Four-year plans are suggestions. Plans change. Consult your advisor to adjust your plan. (Course prerequisites are listed in previous section.)
| Semester 1 | SH | Semester 2 | SH |
| MKT 101 Orientation to Ancell | 1 | Elective | 3 |
| MIS 260 Info. Sys. Concepts | 3 | Gen Ed: Personal Wellness | 2 |
| COM 160 Public Speaking; OR COM 161 Decision Making in Groups; OR COM 163 Intro to Human Comm. | 3 | Gen Ed: Natural Sciences & Technology | 4 |
| COMP 101 Intro to Comp/Rhetoric | 3 | Gen Ed: Writing & Information Literacy | 3 |
| Gen Ed: Arts | 3 | PSY 100 Introduction to Psychology | 3 |
| Gen Ed: Humanities | 3 | ||
| Gen Ed: First Year Experience | 1 | ||
| Semester 3 | SH | Semester 4 | SH |
| ACC 201 Financial Accounting | 3 | ACC 202 Managerial Accounting | 3 |
| ACC 340 Business Law I OR JLA 240 Comm. Law | 3 | FIN 230 Business Statistics | 3 |
| ECO 211 Principles of Macroeconomics | 3 | MGT 250 Organizational Behavior | 3 |
| MKT 200 Principles of Marketing | 3 | Gen Ed: Arts or Humanities | 3 |
| Elective | 3 | ECO 213 Principles of Microeconomics | 3 |
| Semester 5 | SH | Semester 6 | SH |
| MKT 310 Consumer Behavior | 4 | MKT 315 Contemporary Advertising and Integrated Marketing Communications | 4 |
| MKT 333 Sales Management in Mktg | 3 | MKT 305 Global Environ of Business (Global Diversity) | 3 |
| FIN 310 Principles of Marketing | 3 | MGT 320 Operations Management | 3 |
| Elective | 3 | Elective | 3 |
| Elective | 3 | Elective | 3 |
| Semester 7 | SH | Semester 8 | SH |
| MKT 415 Marketing Research: Methods and Applications | 4 | MKT 490 Marketing Management | 4 |
| MGT 415 Strategic Management | 3 | MKT Elective | 3 |
| MKT Elective | 3 | Elective | 3 |
| Elective | 3 | Elective | 3 |
| Total Credits Required for the BBA in Marketing = 120; Minimum GPA 2.0. | |||
BBA Marketing: Digital & Interactive Marketing Option
Description: We provide our students with experiential learning opportunities that prepare them for current and evolving marketing positions in the for-profit (business) and nonprofit sectors. Graduates will analyze marketing problems and opportunities, develop effective strategies within a framework of global social responsibility, apply appropriate marketing tactics and evaluate marketing performance outcomes. Our proximity to a thriving multinational business community in New York City provides exceptional opportunities for internships, professional networking, and real-world case studies.
Degree Requirements
All degrees at WCSU require 120 semester hours (SH). This includes major requirements, general education requirements, and electives. This structure provides room for minors, internships, and study abroad.
Required Courses in the Major: 52 SH
| BBA CORE | |
| MKT 101 Intro to Ancell | 1 SH |
| ACC 201 Financial Accounting | 3 SH |
| ACC 202 Managerial Accounting | 3 SH |
| FIN 310 Principles of Finance | 3 SH |
| MGT 250 Organizational Behavior | 3 SH |
| MGT 320 Operations Management | 3 SH |
| MKT 200 Principles of Marketing | 3 SH |
| MKT 305 Global Environment of Business (Global Diversity) | 3 SH |
| JLA 240 Commercial Law OR ACC 340 Business Law I | 3 SH |
| MGT 415 Strategic Management | 3 SH |
| DIGITAL & INTERACTIVE MARKETING REQUIRMENTS | |
| MKT 310 Consumer Behavior | 4 SH |
| MKT 315 Contemporary Advertising and Integrated Marketing Communications | 4 SH |
| MKT 327 Digital Marketing and Analytics. | 3 SH |
| MKT 380 Customer Relationships Management and Database Marketing | 3 SH |
| MKT 411 E-Commerce and Internet Marketing | 3 SH |
| MKT 415 Marketing Research: Methods and Applications | 4 SH |
| MKT 490 Marketing Management: Analysis Planning and Implementation | 4 SH |
| MAJOR DESIGNATED GENERAL EDUCATION COURSES | |
| COM 160 Public Speaking; OR COM 161 Decision Making in Groups; OR COM 163 Intro to Human Comm. | 3 SH |
| ECO 211 Principles of Macroeconomics | 3 SH |
| ECO 213 Principles of Microeconomics | 3 SH |
| FIN 230 Business Statistics | 3 SH |
| MIS 260 Information Systems Concepts | 3 SH |
| Minimum GPA for the BBA in Marketing = 2.0. | |
General Education: All students must complete the General Education curriculum. The WCSU General Education curriculum invites students to encounter a broad range of topics and skills in the liberal arts and sciences. The system requires students to successfully complete a minimum of 40 semester hours split across eleven learning areas. Generally, students can satisfy the requirements for a given learning area with any course they choose within that area; some programs of study may require specific Major Designated General Education Courses; if so, they will be listed with the program requirements. Additionally, the Racial Justice and Global Diversity requirements may be completed with courses which are part of the program requirements. For a complete description of the General Education program, follow this link: https://catalogs.wcsu.edu/ugrad/academic-programs-degrees/
Electives: All degrees require 120 semester hours. Elective credits are opportunities for minors, internships, study abroad, and just following general interests. We encourage all students to speak with their advisors about great opportunities for their elective courses.
Sample Four Year Plan: BBA Marketing Digital and Interactive Marketing:
Four-year plans are suggestions. Plans change. Consult your advisor to adjust your plan. (Course prerequisites are listed in previous section).
| Semester 1 | SH | Semester 2 | SH |
| MKT 101 Orientation to Ancell | 1 | Elective | 3 |
| MIS 260 Info. Sys. Concepts | 3 | Gen Ed: Personal Wellness | 2 |
| COM 160 Public Speaking; OR COM 161 Decision Making in Groups; OR COM 163 Intro to Human Comm. | 3 | Gen Ed: Natural Sciences & Technology | 4 |
| COMP 101 Intro to Comp/Rhetoric | 3 | Gen Ed: Writing & Information Literacy | 3 |
| Gen Ed: Arts | 3 | PSY 100 Intro to Psychology | 3 |
| Gen Ed: Humanities | 3 | ||
| Gen Ed: First Year Experience | 1 | ||
| Semester 3 | SH | Semester 4 | SH |
| ACC 201 Financial Accounting | 3 | ACC 202 Managerial Accounting | 3 |
| ACC 340 Business Law OR JLA 240 Comm. Law | 3 | FIN 230 Business Statistics | 3 |
| ECO 211 Principles of Macroeconomics | 3 | MGT 250 Organizational Behavior | 3 |
| MKT 200 Principles of Marketing | 3 | Gen Ed: Arts or Humanities | 4 |
| Elective | 3 | ECO 213 Principles of Microeconomics | 3 |
| Semester 5 | SH | Semester 6 | SH |
| MKT 310 Consumer Behavior | 4 | MKT 315 Contemporary Advertising and Integrated Marketing Communications | 4 |
| MKT 327 Digital Marketing and Analytics | 3 | MKT 305 Global Environ of Business (Global Diversity) | 3 |
| FIN 310 Principles of Marketing | 3 | MGT 320 Operations Management | 3 |
| Elective | 3 | Elective | 3 |
| Elective | 3 | Elective | 3 |
| Semester 7 | SH | Semester 8 | SH |
| MKT 415 Marketing Research: Methods and Applications | 4 | MKT 490 Marketing Management | 4 |
| MGT 415 Strategic Management | 3 | MKT 411 E-commerce & Internet Mktg | 3 |
| MKT 380 Customer Relationships Management & Database Marketing | 3 | Elective | 3 |
| Elective | 3 | Elective | 3 |
| Total Credits Required for the BBA in Marketing = 120; Minimum GPA 2.0. | |||
BBA/MBA Accelerated Pathway Option (12 Credits)
Students currently enrolled in a WCSU Bachelor of Business Administration (BBA) program who have completed at least 90 credits and have a minimum GPA of 3.0 may be eligible for an accelerated pathway to earn dual credit toward both their undergraduate degree and a future graduate degree.
Students pursuing the Accelerated BBA/MBA option will follow the standard 4-year plan for their major, except during semesters 7 and 8. In these semesters, they will substitute 6 elective credits each term with MBA coursework: ACC 507, MGT 530, MIS 516, and MKT 539.
To register for MBA courses in year 4, students must apply to the MBA program and receive conditional acceptance.
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 2.0 or better in all marketing courses. Please see your advisor to review all program requirements.
Required Courses (19 SH):
MKT 200 Principles of Marketing
MKT 310 Consumer Behavior: Concepts, Research Methods and Application
Marketing Communications Requirement
Select one (1) of the following two courses:
MKT 315 Integrated Marketing Communications: Advertising and Social Media Marketing
MKT 333 Sales Management
Select three (3) marketing electives (9 SH) from the following:
MKT 322 Retailing Management (offered periodically)
MKT 327 Digital Marketing and Analytics
MKT 380 Customer Relationship Management and Database Marketing
MKT 395 Advanced Advertising and Integrated Marketing Communications (offered periodically)
MKT 398 Faculty Developed Study
MKT 399 Student Developed Study
MKT 411 E-commerce and Internet Marketing
MKT 412 Product Development and Management (offered periodically)
MKT 422 Global Marketing
MKT 455 Business Marketing (offered periodically)
MKT 480 Selected Topics in Marketing (offered periodically)
Note: The course not chosen to complete the marketing communications requirement may also be used as one of the three electives. MKT 201 (MKT 305 Spring 2019) cannot be used as a marketing elective.
Minor in Business Administration
A non-business student may be accepted as an ASB minor. The student must have a 2.0 or better cumulative GPA. Please see your advisor to review all program requirements.
Required Courses (18 SH):
ACC 201 Financial Accounting
FIN 230 Business Statistics (*If you have already taken MAT 120, MAT 120 can be substituted for FIN 230)
FIN 310 Principles of Finance
MGT 250 Organizational Behavior
MIS 260 Information Systems Concepts (*If you have already taken MIS 155, MIS 155 can be substituted for MIS 260)
MKT 200 Principles of Marketing
Students accepted for a business administration minor are expected to have completed all course prerequisites for the program. An average of 2.0 in all minor courses must be maintained to fulfill the requirements of the minor.