Marketing

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

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

Faculty

R. Drozdenko, Chair J. Cronin X. Han
K. Koza  A. Oumlil

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.

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 health & exercise science, to total a minimum of 120 semester hours.
  • At least 14 semester hours of free electives must be in non-business courses.
  • Completion of 24 SH in marketing as listed below.

*Business Core Courses:

MKT 101 Orientation to Ancell Undergraduate Programs
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 200 Principles of Marketing
MKT 201 Global Environment of Business
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 Digital and Interactive Marketing

The Digital and 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 digital and interactive marketing including: managing creative and promotional processes, utilizing database technologies, implementing data analytics, developing and maintaining relationships with customers, managing effective e-commerce websites, developing search engine marketing and social media marketing programs and managing digital and interactive marketing organizations in a globally and socially responsive manner. In addition to developing a knowledge of digital and 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 200 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 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 2.3 in all minor courses must be maintained to fulfill the requirements of the minor.

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