Marketing (BBA)
Wendy K. Bendoni, MA
Chair
Accreditation
Accreditation Council for Business Schools and Programs
Association to Advance Collegiate Schools of Business
Introduction
Marketing embraces all activities required to direct the flow of products, services, and commercially related ideas from producers to consumers. Taking a global perspective, professional marketing faculty members combine theory and practice with real-world experience to give students the background they need to compete in an ever-changing marketing environment. The program is undergirded by core courses covering principles of marketing management, consumer behavior, and marketing research. Depending upon specific interests, students round out their degrees by choosing courses in advertising/promotion, retail management, marketing on the internet, sales management, international marketing, product development and distribution, and strategic marketing. A required internship of 120 hours enables students to gain experience in a marketing- related business setting before graduation. Beyond the traditional careers available to Marketing majors in advertising, promotions, sales, the entertainment industry, buying, retailing, marketing management, product development, wholesaling, public relations, and market research, Marketing majors increasingly are sought to work in the fields of health, medicine, insurance, public utilities, and science and technology.
Our Marketing students are taught the importance of being socially responsible by considering what is in the best interest for the firms and communities they represent, both in the short-term and long-term perspectives. We advocate for our students to design socially responsible marketing strategies and advertising plans, as well as create products and services that provide valuable benefits to improve the lives for customers, while enhancing the organization’s financial viability.
Aligning our Marketing students with the strategic vision of business with a conscience, we follow these three fundamental pillars:
- Being ethical: Doing well by doing good;
- Giving back: Prospering businesses by strengthening communities;
- Achieving sustainability: Transforming well-being for all generations.
Because marketing encompasses such a broad spectrum of endeavors—from product development to advertising— students can develop their specific interests and talents within the marketing arena and be assured that there is a place for them within the business community. No company is too small or too large not to need marketers. For this reason, Marketing graduates are often able to choose the type and size of organizations that suit their personal tastes.
Marketing seeks a balance between creative, critical, and analytical thinking skills. Our Marketing courses teach students how to lead in, and adapt to, an ever-evolving world of marketing through the following: 1. learning the psychology of why people purchase products; 2. monitoring behavioral trends and technological advancements that impact product consumption; 3. conducting scientific and systematic market research studies to transform insights into action; 4. creating marketing strategies to design new and modern products and services, develop pricing strategies, identify distribution channels, and create promotional plans; and 5. immersing students within their local communities through civic engagement projects.
Students learn via a variety of experiences in a diverse range of settings. All classes are interactive, containing both formal lectures as well as student- centered activities. In each class, students are given opportunities to learn by working in groups, writing, speaking, and completing projects, all of which enable students to engage and hone a broad range of talents. To transform students into professional marketing executives, we implement extensive written and oral communication assignments, and encourage students to challenge accepted marketing conventions to develop innovative tactics and strategies.
Industry-based projects are implemented to position students in real-life settings to apply their course learning and improve their business decision making.
Mission
The mission of the Department of Fashion Marketing and Marketing is to provide both the highest level of education in marketing, and the strong liberal arts foundation it rests upon. The interdisciplinary nature of our majors cultivates successful students with strong, enduring awareness of personal and social responsibility. We prepare students to be competent communicators who understand the complexities of our global and technological environments.
Additional Learning Opportunities
Woodbury’s Career Development Office offers a variety of programs, services, and resources to assist students in exploring careers and securing internships. The staff works with students one-on-one to develop successful internship search strategies, helping students connect with employers through internship postings, résumé collections, on- and off-campus interview opportunities, alumni connections, and employer outreach in the United States.
Internships
Students are required to take MRKT 490_, Marketing Internship, during their senior year. The 120 hours of internship experience offer students the opportunity to work in a marketing environment of their choice during which they apply and expand their knowledge of working in the marketing field. This internship may be paid or unpaid, where students submit weekly journals, self-evaluations, on-site supervisor/employer evaluations, and a final project.
Study Away
Marketing students are encouraged to spend a semester living and studying/working in another country. This process supports our goal of providing a globally embedded education.
Other
Students are encouraged to take part in School of Business co-curricular activities such as the Collegiate Entrepreneurs’ Organization (CEO) and Business and Professional Women of Woodbury (BPWOW).
Technology and Computer Requirements
Students use word processing software and presentation software. Accounting and management courses utilize spreadsheet software. Marketing students use online information search vehicles and software packages. Students must be able to access a computer for every marketing course. Although the University maintains computer labs for this purpose, it is strongly advised that each student own a laptop.
Program Learning Outcomes
Marketing seeks a balance between creative, critical, and analytical thinking skills. Our Marketing courses teach students how to lead in, and adapt to, an ever-evolving world of marketing through the following: 1. Learning the psychology of why people purchase products 2. monitoring behavioral trends and technological advancements that impact product consumption; 3. conducting scientific and systematic market research studies to transform insights into action; 4. creating marketing strategies to design new and modern products and services, develop pricing strategies, identify distribution channels, and create promotional plans; and 5. immersing students within their local communities through civic engagement projects.
Students will demonstrate the following program learning outcomes in addition to University- and School of Business-wide student learning outcomes.
Communication
- Apply good principles of communication within the marketing environment.
- Derive and present managerial advice in an environmentally rich and ambiguous real-life situations.
Assessment Process
Placement Exam Requirements
Marketing students who have not received transfer credit for a 200-level math course are encouraged to take the Math Placement Exam, but it is not required. See the Academic Proficiencies and Placement section of the Academic Journey chapter of this catalog for more information.
Formative Assessment Experiences
For the BBA core courses, formative assessment processes include: opportunities for students to provide structured feedback to their peers; detailed feedback from professors on homework submissions; evaluation of students’ formal presentations; inclusion of Writing Department consultants to enhance writing skills in MGMT 326, MGMT 350, and MGMT 461; and simulation games in MGMT 336 and MGMT 483.
For Marketing major courses, formative assessment processes include detailed feedback from professors on homework submissions, computer literacy requirements, final projects, an internship project, and faculty advising through one-on-one meetings.
Summative Assessment Experiences
The summative assessment processes for the BBA core courses include research and reflective papers, formal presentations, portfolio presentations, final exams, and the capstone project.
Summative assessment processes for Marketing major courses include formal presentations, portfolio, poster and research paper submissions and presentations, and final exams.
Program Specific Academic Standards
The department applies University- and Schoolwide academic standards. Like all BBA students, Marketing majors are required to maintain a 2.0 cumulative grade point average to graduate.
Curriculum Summary
Program Major Curriculum
| Unit Type (UT) |
Number of Units (U) |
| Major (MA) |
63 |
| General Education (GE) |
49 |
| Unrestricted Electives (UE) |
5 |
| Internship (IN) |
3 |
| Minimum Total Units Required |
120 |
Suggested Sequence of Courses
First Year
Fall Semester
| MGMT 100 | Fundamentals of Business Enterprise | 3 |
| WRIT 113 | First-Year Academic Writing | 3 |
INDS ___
| Interdisciplinary Core Elective | 3 |
| ENVT 220 | Environmental Studies | 3 |
____ ___
| Unrestricted Elective | 3 |
____ ___
| Unrestricted Elective | 1 |
| Total Credit Hours: | 16 |
Spring Semester
Second Year
Fall Semester
| ACCT 205 | Financial Accounting for Decision-Making | 3 |
____ ___
| Natural Science with Lab Elective | 3 |
| MATH 226 | Business Statistics | 3 |
| ECON 203 | Macroeconomics | 3 |
| WRIT 313 | Advanced Academic Writing | 3 |
| Total Credit Hours: | 15 |
Spring Semester
| MRKT 301 | Principles of Marketing | 3 |
| ACCT 206 | Managerial Accounting for Decision-Making | 3 |
____ ___
| Art History Elective | 3 |
____ 3__
| Upper Division General Education Elective | 3 |
MRKT ___
| Marketing Elective | 3 |
| Total Credit Hours: | 15 |
Type:
MRKT 301, ACCT 206, and MRKT (Marketing Elective): MA.
Art History Elective and Upper Division General Education Elective: GE.
Third Year
Fall Semester
| MGMT 326 | MANAGEMENT AND ORGANIZATIONAL BEHAVIOR | 3 |
| MRKT 355 | Market Research and Analysis | 3 |
MRKT ___
| Marketing Elective | 3 |
____ ___
| Humanities Elective | 3 |
| FINA 360 | Financial Management | 3 |
| Total Credit Hours: | 15 |
Spring Semester
| MGMT 336 | MANAGEMENT INFORMATION SYSTEMS | 3 |
| MGMT 350 | Business Ethics | 3 |
| MRKT 310 | Consumer Behavior | 3 |
MRKT 3__
| Upper Division Marketing Elective | 3 |
____ 3__
| Upper Division Interdisciplinary Elective | 3 |
____ ___
| Unrestricted Elective | 1 |
| Total Credit Hours: | 16 |
Type:
MGMT 336, MGMT 350, MRKT 310, and MRKT (Upper Division Marketing Elective): MA.
Upper Division Interdisciplinary Elective: GE.
Unrestricted Elective: UE.
Fourth Year
Fall Semester
| MRKT 400 | Pricing Strategies and Tactics | 3 |
MRKT 3__
| Upper Division Marketing Elective | 3 |
| MGMT 400 | Operations Management | 3 |
| MGMT 461 | Leadership | 3 |
____ 3__
| Upper Division General Education Elective | 3 |
| Total Credit Hours: | 15 |
Type:
MRKT 400, MRKT (Upper Division Marketing Elective), MGMT 400, and MGMT 461: MA.
Upper Division General Education Elective: GE.
Spring Semester
| MRKT 451 | Strategic Marketing | 3 |
MRKT 490_
| Marketing Internship | 3 |
| MGMT 483 | Business Policy and Strategy | 3 |
MRKT 3__
| Upper Division Marketing Elective | 3 |
| Total Credit Hours: | 12 |
Type:
MRKT 451, MGMT 483, and MRKT (Upper Division Marketing Elective): MA.
MRKT 490 (Marketing Internship): IN.
Program Minor Curriculum
Students completing a minor in Marketing must complete 18 units comprised of the courses listed below.
| MRKT 310 | Consumer Behavior | 3 |
| MRKT 355 | Market Research and Analysis | 3 |
| MRKT 400 | Pricing Strategies and Tactics | 3 |
| MRKT 451 | Strategic Marketing | 3 |
MRKT 3__
| Upper Division Marketing Elective | 3 |
| MRKT 341 | Integrated Digital Marketing | 3 |
| Total Credit Hours: | 18 |
MRKT (Upper Division Marketing Elective): Course is available to students completing a BBA only.
MRKT 310: Required
MRKT 301: Course required for students not completing a BBA.