The request for multiple revisions to the B.S.B.A. degree with a major in Marketing

Date: February 11, 2013
To: Belk College of Business
From: Office of Academic Affairs
Approved On: January 4, 2013
Approved by: Undergraduate Course and Curriculum Committee
Implementation Date: Summer 2013

---

Note: Deletions are strikethroughs. Insertions are underlined.

---

Catalog Copy



MARKETING

A program of study in the Department of Marketing leads to a Bachelor of Science in Business Administration (B.S.B.A.) degree with a major in Marketing. This major offers a curriculum suitable for students who are (1) planning to operate their own businesses and want to know how to utilize marketing, (2) preparing for positions in small to large organizations where specialized skills in marketing are required, and (3) seeking a strong marketing background at the undergraduate level prior to undertaking graduate work.

The study of marketing provides students with an opportunity to prepare for careers including marketing management, product management, sales, advertising and promotions management, online marketing, marketing research, retailing, and international marketing. The Department of Marketing offers two different “concentrations” for marketing majors: a general “Marketing” concentration, and the “Marketing Analytics” concentration. The former concentration is designed for students with an interest in “strategic and behavioral” marketing, while the latter concentration is designed for students with an interest in “quantitative” marketing.

B.S. B.A. IN BUSINESS ADMINISTRATION WITH A MAJOR IN MARKETING

To be accepted into the Marketing major and to progress into the upper division of the College, a student must meet the Progression Requirements as previously stated in the Pre-Accounting, Pre-Business and Pre-Economics section. The B.S. in Business Administration (B.S.B.A.) degree is major requires a minimum of 120 total creditsemester hours. The Marketing major requires a minimum of 45 credit hours. These include 27 credit hours of Core course requirements and 18 credit hours of Major course requirements. Students must complete the General Education Requirements of the University and the Progression (24 credit hours), Core (27 credit hours), and Major (18 credit hours) rRequirements of the Belk College of Business.

The following Core, Major, and Major Elective Courses are required. The number of credit hours for each course is also specified below in brackets. Students may attempt each of the Progression, Core, and Major Courses two times.

CORE COURSES (27 credit hours)

BLAW 3150: Business Law I (3)

COMM 3160: Business Communications (3)

ECON 3125: Managerial Economics (3)

FINN 3120: Financial Management (3)

INFO 3130: Management Information Systems (3)

MGMT 3140: Management and Organizational Behavior (3)

MGMT 3280: Business Policy (3)

MKTG 3110: Marketing Concepts (3)

OPER 3100: Operations Management (3)

MAJOR COURSES (3 credit hours)

• MKTG 3219 Marketing Strategy

The Department of Marketing offers two different “concentrations” for marketing majors:

1. “Marketing”
2. “Marketing Analytics”

The former concentration is designed for students with an interest in “strategic and behavioral” marketing, while the latter concentration is designed for students with an interest in “quantitative” marketing.

1. MARKETING

Students in the “Marketing” concentration are required to take the following capstone course:

MKTG 3250: Marketing Strategy Consultancy (3)

2. MARKETING ANALYTICS

Students in the “Marketing Analytics” concentration can select one of the following capstone courses:

MKTG 3250: Marketing Strategy Consultancy (3)

MKTG 3251: Marketing Analytics Consultancy (3)

MAJOR ELECTIVES (15 credit hours)

Select five of the following courses:

• MKTG 3000 Topics in Marketing
• MKTG 3210 Marketing Research and Analysis
• MKTG 3211 Advertising and Promotions Management
• MKTG 3212 Retailing Management
• MKTG 3213 Professional Selling and Sales Management
• MKTG 3214 Internet Marketing
• MKTG 3215 Global Marketing
• MKTG 3216 Consumer Behavior
• MKTG 3220 Sports Marketing
• MKTG 3400 Marketing Internship
• MKTG 3800 Directed Study (Department Chair approval required)

The following is a list of electives for the “Marketing” and “Marketing Analytics”

1. MARKETING

Select five of the following courses:

MKTG 3221	Consumer Behavior and Strategy (3)
MKTG 3222	Marketing Analysis and Decision Making (3)
MKTG 3223	Creativity and Innovation in Marketing (3)
MKTG 3224	Branding and Product Strategy (3)
MKTG 3225	Advertising and Promotion (3)
MKTG 3226	Sales and Negotiations (3)
MKTG 3227	Retailing and Logistics Management (3)
MKTG 3228	Marketing Analytics (3)
MKTG 3229	Internet Marketing and Analytics (3)
MKTG 3230	Social Media Marketing (3)
MKTG 3231	Global Marketing Management (3)
MKTG 3232	Sports Marketing (3)
MKTG 3400	Marketing Internship (3)
MKTG 3000	Topics in Marketing (3)
MKTG 3800	Directed Study (1-3)

2. MARKETING ANALYTICS

Select three of the following courses:

MKTG 3222	Marketing Analysis and Decision Making (3)
MKTG 3228	Marketing Analytics (3)
MKTG 3229	Internet Marketing and Analytics (3)
INFO 3233	Data and Information Management (3)
INFO 3236 MKTG 3234	Business Analytics (3) Customer Data Mining and Marketing Metrics (3)

Select two of the following courses:

MKTG 3221	Consumer Behavior and Strategy (3)
MKTG 3225	Advertising and Promotion (3)
MKTG 3223	Creativity and Innovation in Marketing (3)
MKTG 3230	Social Media Marketing (3)
MKTG 3224	Branding and Product Strategy (3)
MKTG 3227	Retailing and Logistics Management (3)
MKTG 3226	Sales and Negotiations (3)
MKTG 3231	Global Marketing Management (3)
MKTG 3232	Sports Marketing (3)
MKTG 3400	Marketing Internship (3)
MKTG 3000	Topics in Marketing (3)
MKTG 3800	Directed Study (1-3)

OPTIONAL SUPPORTING COURSES

The following courses are optional, and offered to support students in the marketing major. The credit hours for each course are listed below, and are not applied towards the major in marketing.

MKTG 2210	Marketing Careers (2 credit hours)
MKTG 3260	AMA Professional Marketing Certification (1 credit hour)

To obtain a B.S.B.A. in Marketing, a student must meet the University requirements of a GPA of at least 2.0 overall and in the courses for the major. Students must earn a minimum grade of C in all Progression, Core, and Major Courses. When a student repeats a course, both the old grade and the new grade are included in the major and overall GPA. Courses repeated under the Grade Replacement Policy are excluded from the major and overall GPA computation. However, this repeated course does count as an attempt. Students must also meet the Belk College of Business residency requirements as described in the Undergraduate Programs section.

MARKETING INTERNSHIP

Because the Department of Marketing is committed to experiential learning, it provides for Marketing majors to use one internship for academic credit. A proposal must be submitted and approved by the Department of Marketing Internship Coordinator prior to starting the internship. A minimum of MKTG 3110 (Marketing Concepts) with a C or above, an overall GPA of at least 2.5, and completion of at least two Marketing Electives are required. The student may not have a current or prior work history with the internship company.

MARKETING COURSE DESCRIPTIONS

MKTG 2210. Marketing Careers. (2) No prerequisites. Open to any major. An overview course for undergraduate students, Marketing Careers is designed to expose students to the “Real World” of marketing and the vast career options available. Through executive speakers, panel presentations, and readings, students will explore the incredibly diverse and exciting world of marketing. Recommended for the sophomore year as the student investigates majors.

MKTG 3000. Topics in Marketing. (3) Prerequisite: MKTG 3110 with a grade of C or above, or permission of the department chair. Topics from the area of marketing. May be repeated for credit as topics vary. (On demand)

MKTG 3110. Marketing Concepts. (3) Prerequisites: ACCT 2121, ACCT 2122, ECON 1201, ECON 1202, INFO 2130, MATH 1120, and STAT 1220 with grades of C or above; Junior standing. Designed to acquaint the student with the marketing concept, various aspects of the marketing-external environment interface, and interrelatedness with other functional areas. Provides marketing majors with a foundation for further study, while offering non-marketing majors a survey of marketing’s function in business organizations. (Fall, Spring, Summer)

MKTG 3210 3222. Marketing Research and Analysis Analysis and Decision Making. (3) Prerequisites: MKTG 3110 with a grade of C or above, STAT 1220. An applications course that covers the entire research process including problem identification, secondary and primary data collection, scaling techniques, survey questionnaire design, reliability and validity, experimental design, sampling, data analysis, and data communication. (Fall, Spring)

MKTG 3211 3225. Advertising and Promotions Management. (3) Prerequisites: MKTG 3110 with a grade of C or above. Covers all areas of marketing promotion, including such topics as advertising, media selection, packaging and sales promotion. Offers basic skills and techniques to allow the student to enter careers in advertising or media. (Fall, Spring)

MKTG 3212 3227. Retailing and Logistics Management. (3) Prerequisite: MKTG 3110 with a grade of C or above. Presents retailing as a part of the marketing distribution phase of a total interactive marketing system. Key concepts include consumer and market analysis, store location, store layout, merchandising, pricing and promotional issues and problems. Also considers legal and environmental implications. Emphasis on application of course concepts through class discussion and assignments. Examination of the professional management of retail institutions and logistics from the perspective of a professional manager and an entrepreneur. In terms of retailing content this course includes a topical analysis of the retail mix; trade and site analysis; merchandise selection and display; services; store layout; promotional, pricing, and financial policies. In terms of logistics content this course includes ways to plan and manage supply chains, transportation, and distribution of goods and services. (Fall, Spring)

MKTG 3213 3226. Professional Selling and Sales Management Sales and Negotiations. (3) Prerequisite: MKTG 3110 with a grade of C or above. An overview of skills and knowledge involved in individual selling and management of sales programs. Emphasis on sales and sales management theories and their applications. Emphasis on both buyer and seller negotiation techniques. (Fall, Spring)

MKTG 3214 3229. Internet Marketing and Analytics. (3) Prerequisites: MKTG 3110 with a grade of C or above, INFO 2130 or College Micro Computer Proficiency Test with a grade of C or above. Emphasis on developing successful Internet marketing strategy based on quantitative and qualitative analysis of customer, competitors and channel members. Incorporates online and offline communication media and hands-on experience with Internet applications. (Spring)

MKTG 3215 3231. Global Marketing Management. (3) Prerequisite: MKTG 3110 with a grade of C or above. Emphasis on the assessment of global market opportunities, development of global market strategies, and implementation of global market plans. Topics include: the examination of cultural, social, legal, political, financial, and geographical environments. The marketing mix elements are studied in the global environment. (Fall, Spring)

MKTG 3216 3221. Consumer Behavior and Strategy. (3) Prerequisite: MKTG 3110 with a grade of C or above. Examination of consumer decision-making processes in the purchase, usage and disposal of goods, services and ideas. Emphasis on understanding consumption-related behaviors and the development and evaluation of marketing strategies intended to influence those behaviors. Particular focus on managing changes in consumption behavior. (Fall, Spring)

MKTG 3219 3250. Marketing Strategy Consultancy. (3) Prerequisites: MKTG 3110 with a grade of C or above, completion of at least three marketing elective courses, and Senior standing. Integration of all marketing elements in a strategic planning framework. Emphasis on areas of strategic importance, especially those which have significant implications and relevance for marketing policy decisions in competitive situations. (Fall, Spring, Summer)

MKTG 3220 3232. Sports Marketing. (3) Prerequisite: MKTG 3110 with a grade of C or above. Covers strategies necessary for success in marketing sports events, products and services. Builds knowledge, skills, and practical understanding of the nature, contexts and dynamics of sports marketing. Critical exploration of sports product, pricing, promotion, and distribution, and the strategies available to sports and sports-related businesses. (Fall)

MKTG 3223. Creativity and Innovation in Marketing. (3) Prerequisites: MKTG 3110 with a grade of C or above. In an increasingly competitive global environment, successful marketing organizations have embraced creativity and innovation to enhance strategic adaptability. Continuously developing new products, services, business models and strategies enhances competitive advantage. This course begins with creativity as the starting point for innovation, exploring ways to enhance individual, team and organizational creativity as it pertains to marketing decisions and strategies. Students engage in exercises and a project that concretize the creativity and innovation process in marketing activities. (Spring)

MKTG 3224. Branding and Product Strategy. (3) Prerequisites: MKTG 3110 with a grade of C or above. Emphasis on branding, brand management, and brand equity. Covers measurement of brand equity sources and outcomes. Particular focus on designing brand strategies, introducing and naming new products and extensions, and the new product development process. (Fall)

MKTG 3228. Marketing Analytics. (3) Prerequisites: MKTG 3110 with a grade of C or above. Emphasis on analyzing interactions of consumers, firms, and society. Focus on interpreting results. Particular emphasis on analyzing data related to market response, customer segmentation, customer targeting, brand positioning, and pricing and promotion decisions. (Fall)

MKTG 3230. Social Media Marketing. (3) Prerequisites: MKTG 3110 with a grade of C or above. Emphasis on using social media for marketing purposes. Particular focus on key performance indicators, campaign creation, social marketing program optimization, and web analytics related to social media. (Spring)

MKTG 3234. Customer Data Mining and Marketing Metrics. (3) Prerequisites: MKTG 3110 with a grade of C or above. Emphasis on techniques to identify new marketing opportunities and better connect with customers. Particular emphasis on the analysis of databases and use of marketing dashboards and scorecards. Topics include text and Web mining, market basket analysis, and profiling and predictive modeling. (On demand)

MKTG 3251. Marketing Analytics Consultancy. (3) Prerequisites: MKTG 3110 with a grade of C or above, completion of at least three marketing elective courses in the marketing analytics track, and Senior standing. Integration of all marketing elements in a strategic planning framework. Emphasis on areas of strategic importance, especially those which have significant implications and relevance for marketing policy decisions in competitive situations. (Spring)

MKTG 3260. AMA Professional Marketing Certification. (1) (Pre-requisites: completed undergraduate degree and four years of professional experience; additional course fee of $535 for American Marketing Association application and examination fee). This course will prepare students to take the AMA Professional Certified Marketer (PCM) Examination. This course is designed around the topics covered on the PCM exam. Topics to be reviewed for the exam include: legal/ethical issues; information management; assessment and planning of the strategic marketing process; and marketing evaluation.

MKTG 3400. Marketing Internship. (3) Prerequisites: Junior and Senior marketing majors in good standing, with the completion of MKTG 3110 with a grade of C or above, plus two Marketing electives; permission of the Department of Marketing Internship Coordinator. Provides a meaningful work experience in an area of marketing. Requires 150 hours of supervised employment – 50 hours per credit hour. Internship proposals can be initiated by the student or by the department internship coordinator. Students should consult the department internship coordinator well in advance of registration to discuss availability of positions. Proposal forms must be completed and approved prior to registration. Graded on a Pass/No Credit basis. Cannot be repeated for credit or taken for credit at the same time or following any other internship for credit. (Fall, Spring, Summer)

MKTG 3500. Cooperative Education and 49ership Experience. (0) Enrollment in this course is required for the department’s cooperative education and 49ership/service 49ship students during each semester they are working in a position. This course is restricted to majors in the department of Marketing. Acceptance into the Experiential Learning Program by the University Career Center is required. Participating students pay a course registration fee for transcript notation (49ership and co-op) and receive full-time student status (co-op only). Assignments must be arranged and approved in advance. Course may be repeated. Graded on a Satisfactory/Unsatisfactory basis. Only open to undergraduate students; Graduate level students are encouraged to contact their academic departments to inquire about academic or industrial internship options for credit. For more information, contact the University Career Center. (Fall, Spring, Summer)

MKTG 3800. Directed Study. (1-3) Prerequisites: Permission of the department and Junior standing. Enrollment granted only by permission of the faculty with whom the work will be performed. The student’s work assignments will be designed by the student and faculty member who will oversee the project of study. The credit hours will be determined prior to enrollment and will be based on the particular project undertaken. The proposal must be approved by the department chair. (On demand)