Program Description
The major in marketing prepares students for careers in marketing, an essential function of any business organization that seeks to make a profit, or serves a social function as a non-profit organization. The marketing function is crucial in both domestic and global markets. It begins with understanding the wants and desires of prospective/target customers and assists the firm in developing innovative and competitive offerings that will deliver customer satisfaction. This is accomplished by the design of pricing, distribution, and promotion strategies related to the firm’s branded offerings.
Once students have already completed the business core and the common marketing core, they have the choice of two pathways, designed to offer customization based on individual career aspirations. One pathway is focused on corporate marketing management and modern consumer analytics, and the other is primarily designed to reflect new venture creation, innovation, and small business marketing. Throughout the major, emphasis is placed on a broad scope of academic disciplines for students to develop an understanding and appreciation of the business world and its relationship to a global economy and society. The curricula also provide a sound background for those that aspire to further graduate studies in business and related areas.
Mission
The marketing major at WSSU aims to provide students with the knowledge and skills to identify and develop programs, products and services that meet customer needs and to prepare students for successful careers in marketing. Marketing as a field offers both people- and product-oriented jobs. This program will enable students to develop their communication, decision making, team-working skills and competencies, all required to be successful in a marketing career. Students can also participate in internships or study abroad programs to sharpen their skills and abilities before finishing their degree program at WSSU.
Student Learning Outcomes
The learning goals of the marketing major are to produce graduates who will be:
- Effective problem solvers and communicators of marketing objectives, strategies, and tactics
- Knowledgeable in basic areas of marketing
- Capable of conducting marketing research; and
- Aware of international marketing issues.
Major Requirements
Students must complete 54 semester hours (SH) in the business core and in major courses beyond the 18 (SH) business core hours that satisfy general education requirements. In addition, there are pre-requisites of 3 SH of pre-calculus (MAT 1312 or equivalent) and 3 SH of Level II written communications (BCO 2311 is recommended), both of which are part of general education. Students not prepared to take pre-calculus may need to take additional preparatory mathematics classes.
Students must earn a grade of “C” or better in all required courses for the major and business core prefixed by ACC, BCO, BLA, BUA, ECO, FIN, MGT, MKT, MIS or QBA, as well as MAT 1312.
Business Core General Education Courses (18)
BLA 2325 – Business Law I (LO: Critical Thinking; AK: Social/Behavioral Sciences; CT: Ethical and Moral Reasoning)
ECO 2311 – Principles of Microeconomics (LO: Critical Thinking; AK: Social/Behavioral Sciences; CT: Civic Knowledge)
ECO 2312 – Principles of Macroeconomics (LO: Critical Thinking; AK: Social/Behavioral Sciences; CT: Globalization)
MAT 2333 - Calculus for Business or MAT 2317- Calculus (LO: Quantitative Literacy; AK: Mathematics and Quantitative Logic)
MGT 3350 – Fundamentals of International Business (LO: Information Literacy; AK: Social/Behavioral Sciences; CT: Globalization)
MIS 1380 – Microcomputer Applications (LO: Quantitative Literacy; AK: Social/Behavioral Sciences)
Business Core Curriculum (27)
ACC 2316 – Principles of Financial Accounting
ACC 2317 – Principles of Managerial Accounting (prereq. ACC 2316)
FIN 3351 – Principles of Financial Management (prereq. ACC 2316, MAT 1312 (“C” or higher)).
MGT 3322 – Organizational Behavior (Prereq. Junior Status)
MGT 4399 – Strategic Management (prereq. MGT 3322, MKT 3331, FIN 3351, QBA 3370)
MKT 3331 – Principles of Marketing (prereq. BCO 2311 or another Level II written communications course)
QBA 2325 – Business & Economic Statistics (prereq. MAT 1312)
QBA 3370 – Statistics and Quantitative Methods of Business (prereq. QBA 2325)
QBA 4377 – Production and Operations Management (prereq. QBA 3370)
Marketing Courses (27 hours)
Marketing core courses required (12 hours)
MKT 3335 - Consumer and Organizational Buyer Behavior (prereq. MKT 3331)
MKT 4376 - Marketing Research (prereq. MKT 3331, QBA 2325, and QBA 3370)
MKT 4379 - International Marketing (prereq. MKT 3331, MGT 3350)
MKT 4380 - Marketing Strategy (prereq. MKT 3331, MKT 3335, and MKT 4376)
Marketing majors must complete nine (9) hours in one of the two following marketing pathways:
Marketing Management/Analytics (9 hours - 3 courses required)
MIS 3320 - PROJECT MANAGEMENT (prereq. MIS 1380 OR CSC 1306)
MKT 3334 - INTEGRATED MARKETING COMMUNICATIONS (prereq. MKT 3331)
MKT 4370 - SERVICES MARKETING (prereq. MKT 3331)
Innovation and Entrepreneurial Marketing (9 hours - 3 courses required)
MKT 3302 - BUSINESS PLAN FOUNDATIONS (prereq. Junior Standing or Consent from Instructor)
MKT 3305 - ENTREPRENEURIAL MARKETING (prereq. Junior Standing or Consent from Instructor)
MKT 4372 - SOCIAL MEDIA MARKETING (prereq. MKT 3331)
Additional Marketing courses that may count as electives
MKT 3303 - FUNDATIONS OF NON-PROFIT MARKETING
MKT 3332 - PRINCIPLES OF RETAILING (prereq. MKT 3331)
MKT 3391 – MARKETING INTERNSHIP
MKT 4302 - SELLING AND SALES MANAGEMENT (prereq. MKT 3331)
Six (6) hours of elective coursework in Marketing (not previously completed) or in another approved discipline
Minor Requirements
A minimum of 18 semester hours with a grade of “C” or higher in each course is required for a minor in Marketing. To satisfy the requirements for a minor, students must take:
MKT 3331–Principles of Marketing (prereq. BCO 2311 or another Level II written communications course)
Students may choose any combination of other Marketing (or an approved discipline) courses to fulfill the remaining 12-semester-hour requirement.
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