Marketing

Degree Offered

  • Bachelor of Science in Business Administration

Marketing Program Objectives

Marketing professionals are involved in the exchange of value through planning, promoting, pricing, and distributing products and services.  The marketing program is designed to give students a strong understanding of the elements of marketing plans used by organizations to satisfy customer needs and wants.  In addition to the foundations of marketing strategy, the required courses provide an appreciation of how marketing strategies are used in the globalized economy.  Students may select from three tracks: integrated digital marketing communications (iDMC), professional sales, and sustainable pathways to markets.  Career opportunities for marketing majors include:
 
  • Digital Marketing
  • Distribution and Channel Management
  • International Business
  • Marketing Analytics
  • Marketing Management
  • Product Management
  • Professional Sales
  • Promotions
  • Retail Management
  • Sustainable Marketing

Admission Requirements

Students who are direct admitted to the major as first-time freshmen or first time transfers must possess an overall GPA of at least 2.5 and have completed the course prerequisites listed in table below with minimum grade of C-, unless otherwise noted, to be eligible to enroll in upper-division course work. 

Students who are not direct admitted to the major (i.e. Business) must formally apply for admission to the major at the beginning of the semester in which they satisfy the course prerequisites listed below.  Applicants also must possess an overall GPA of at least 2.5 at the time of application to be considered for admission to the major.

ACCT 201
ACCT 202
Principles of Accounting
and Principles of Accounting
6
CS 101Intro to Computer Applications4
ECON 201
ECON 202
Principles of Microeconomics
and Principles of Macroeconomics
6
ECON 225Elementary Business and Economics Statistics3
or STAT 211 Elementary Statistical Inference
ENGL 101
ENGL 102
Introduction to Composition and Rhetoric
and Composition, Rhetoric, and Research
3-6
or ENGL 103 Accelerated Academic Writing
Choose one of the Following:3-4
College Algebra 5-Day *
College Algebra 4-Day *
Pre-Calculus Mathematics *
Calculus 1a with Precalculus *
Choose one of the Following:3-4
Applied Calculus *
Calculus 1b with Precalculus *
Calculus 1 *
Calculus 2 *
Total Hours28-33

Students who are direct admitted to the major and meet the requirements listed above are guaranteed permission to enroll in upper-division course work.  Students who are not direct admitted to the major will be admitted in order of descending GPA, calculated using all (transferable) baccalaureate coursework attempted at regionally accredited institutions.  The College will accommodate as many marketing majors as resources are available.  Students who are denied admission to the marketing major because of GPA may apply for admission in a future application period or accept admission to an alternative major in the College.  

*

A minimum grade of C- in MATH 150 is required for admission to the program.  A grade of D- in MATH 154 or a higher college calculus course satisfies the calculus requirement for admission to the program. 

Marketing Program Requirements

General Education FOUNDATIONS

Please use this link to view a list of courses that meet each GEF requirement.

NOTE: Some major requirements will fulfill specific GEF requirements. Please see the curriculum requirements listed below for details on which GEFs you will need to select.

General Education Foundations
F1 - Composition & Rhetoric3-6
Introduction to Composition and Rhetoric
and Composition, Rhetoric, and Research
Accelerated Academic Writing
F2A/F2B - Science & Technology4-6
F3 - Math & Quantitative Skills3-4
F4 - Society & Connections3
F5 - Human Inquiry & the Past3
F6 - The Arts & Creativity3
F7 - Global Studies & Diversity3
F8 - Focus (may be satisfied by completion of a minor, double major, or dual degree)9
Total Hours31-37

Degree Requirements

To qualify for the degree of Bachelor of Science in Business Administration, Marketing, students must meet the following criteria:

  • Complete a minimum of 120 credit hours.
  • Possess a minimum overall GPA of 2.0.
  • Possess a GPA of 2.0 for all major courses (i.e. MKTG), calculated using all attempted GPA hours unless excluded by the D/F repeat policy.
  • The College of Business and Economics accepts all baccalaureate transferable course work completed at public and private colleges in West Virginia and other regionally accredited institutions.  Since the College is AACSB accredited, upper-division courses (courses equivalent to 300/400 level at WVU) must be evaluated by the Dean or designee before they may count toward business core, major core and major restricted electives in the Bachelor of Science in Business Administration or Bachelor of Science in Economics program. 

Curriculum Requirements

Minimum Overall GPA of 2.0 is required
Possess a GPA of 2.0 for all major courses (i.e. MKTG), calculated using all attempted GPA hours unless excluded by the D/F repeat policy.
ACCT 201Principles of Accounting (Minimum grade of C-)3
ACCT 202Principles of Accounting (Minimum grade of C-)3
CS 101Intro to Computer Applications (Minimum grade of C-; may fulfill GEF 2A)4
ECON 201Principles of Microeconomics (Minimum grade of C-; may fulfill GEF 4 or 8)3
ECON 202Principles of Macroeconomics (Minimum grade of C-; may fulfill GEF 4 or 8)3
Select one of the following (Minimum grade of C-; may fulfill GEF 3):3
Elementary Business and Economics Statistics
Elementary Statistical Inference
Select one of the following (Minimum Grade of C-; may fulfill GEF 1):6
Introduction to Composition and Rhetoric
and Composition, Rhetoric, and Research
Accelerated Academic Writing
GEF 2A, Science & Technology3
GEF 5, Human Inquiry & the Past 3
GEF 6, The Arts & Creativity3
GEF 7, Global Studies & Diversity3
Select one of the following; minimum grade of C- in MATH 150 or D- in MATH 154 or higher3
College Algebra 5-Day
and Applied Calculus
College Algebra 4-Day
and Applied Calculus
Pre-Calculus Mathematics
and Calculus 1
Applied Calculus
Calculus 1a with Precalculus
and Calculus 1b with Precalculus
Calculus 1
PSYC 101Introduction to Psychology (May fulfill GEF 4 or 8)3
SOCA 101Introduction to Sociology (May fulfill GEF 4 or 8)3
BCOR 199Introduction to Business (Fulfills First Year Seminar requirement)3
BCOR 299Business Communication (Fulfills Writing and Communication Skills Requirement)3
BCOR 320Legal Environment of Business3
BCOR 330Information Systems and Technology3
BCOR 340Business Finance3
BCOR 350Principles of Marketing (Minimum grade of C- to advance to MKTG courses)3
BCOR 360Operations Management3
BCOR 370Managing Individuals and Teams3
BCOR 380Business Ethics3
BCOR 460Contemporary Business Strategy3
MKTG 315Buyer Behavior3
MKTG 325Marketing Analytics3
MKTG 330Distribution Channels3
MKTG 350Product and Price Policies3
MKTG 485Global Marketing3
Required Area of Emphasis *12
Business and Economics Electives3
Unrestricted Electives14
Total Hours120
*

 MKTG 491, Professional Field Experience, may not be used to fulfill marketing elective credit.  A maximum of six credit hours of professional field experience may be counted towards the 120 credit hours required for the degree.

Suggested Plan of Study

All Marketing Majors are required to take MKTG 315 Buyer Behavior, MKTG 325 Marketing Analytics, MKTG 330 Distribution Channels, MKTG 350 Product & Price, and MKTG 485 Global Marketing

First Year
FallHoursSpringHours
BCOR 199**3ACCT 2013
CS 101 (GEF 2A)4ECON 201 (GEF 4)3
Select one of the following:3ENGL 101 (GEF 1)3
 Select one of the following:3
  
  
  
SOCA 101 (GEF 8)3 
GEF (Choose from 2A, 5, 6, or 7)3GEF (Choose from 2A, 5, 6, or 7)3
 16 15
Second Year
FallHoursSpringHours
ACCT 2023BCOR 2993
ECON 202 (GEF 8)3BCOR 3203
ECON 225 (GEF 3)3BCOR 3303
ENGL 102 (GEF 1)3BCOR 3503
PSYC 101 (GEF 8)3BCOR 3703
 15 15
Third Year
FallHoursSpringHours
BCOR 3403BCOR 3803
BCOR 3603MKTG 3253
MKTG 3153MKTG 3503
MKTG 3303Area of Emphasis Course3
GEF (Choose from 2A, 5, 6, or 7)3Unrestricted Electives3
 15 15
Fourth Year
FallHoursSpringHours
Area of Emphasis Courses6BCOR 4603
GEF (Choose from 2A, 5, 6, or 7)3MKTG 4853
Unrestricted Electives6Area of Emphasis Course3
 Business and Economics Elective3
 Unrestricted Electives2
 15 14
Total credit hours: 120

Major Learning Goals

marketing

The overall goal of the undergraduate marketing program at the College of Business and Economics is to provide students with a rigorous education that prepares them for successful careers as professional marketing executives in industry, and for further graduate studies. More specifically, the marketing program has the following Learning Goals:

  • Students will develop an understanding of the strategic marketing management planning process, and be able to integrate the various facets of marketing and apply these concepts to marketing decisions and the development of marketing plans.
  • Students will demonstrate quantitative marketing techniques and be able to conduct, analyze and interpret marketing research
  • Students will be able to describe the major types of consumer buying behavior, the stages in the buyer decision process and how the firms’ marketing strategy and marketing mix must evolve and adapt to match consumer behavior.
  • Students will be able to describe major bases for segmenting consumer and business markets; define and be able to apply the concepts of market segmentation, target marketing, and market positioning to a marketing situation.
  • Students will be able to demonstrate the ability to develop marketing strategies based on product, price, place and promotion objectives.
  • Students will be able to evaluate and assess the legal, ethical and social responsibility ramifications of marketing actions and decisions.
  • Students will be able to demonstrate an understanding of global marketing and how to adapt domestic marketing programs to the global market. 

Courses

MKTG 293A. Special Topics. 1-6 Hours.

PR: Consent. Investigation of topics not covered in regularly scheduled courses.

MKTG 315. Buyer Behavior. 3 Hours.

PR: BCOR 350 with a minimum grade of C-. The buyer decision process in a marketing framework. Emphasis on psychological and sociological concepts which influence the decision process.

MKTG 320. Personal Selling 1. 3 Hours.

PR: BCOR 350 with a minimum grade of C-. Deals with interpersonal communication, influencing, and persuasion processes designed to satisfy customer and company needs; stresses the structure of sound sales presentations through lectures, persuasive presentations, and appraisal and correction of common selling errors.

MKTG 325. Marketing Analytics. 3 Hours.

PR: MKTG 315 with a minimum grade of C-. Scientific approach to the solution of marketing problems with emphasis on research methods and techniques.

MKTG 330. Distribution Channels. 3 Hours.

PR: BCOR 350 with a grade of C- or higher. Management of channel systems with emphasis on retail distribution, channel choice, strategies, control, and optimization within the context of role, power, conflict, and communications.

MKTG 345. Selling with Digital Media. 3 Hours.

PR: BCOR 350 with a grade of C- or higher. Exploration of how emerging forms of digital media such as social networking, and/or blogs can advance or hinder personal selling and marketing in the 21st century.

MKTG 350. Product and Price Policies. 3 Hours.

PR: BCOR 350 with a minimum grade of C-. Deals with the company's product offering as economic and marketing variables influencing product's price; stress on determination of product and price objectives, planning, implementation, and evaluation of results.

MKTG 380. Integrated Promotions. 3 Hours.

PR: BCOR 350 with a grade of C- or higher. Marketing promotions can dramatically influence the relative success of firms and their brands. As such, we seek to understand the processes and approaches that organizations use in developing and sustaining effective promotional strategies.

MKTG 385. Customer Relationship Management and Social Media. 3 Hours.

PR: BCOR 350 and MKTG 315. This course discusses Customer Relationship Management (CRM) as an approach to improving customer connections and loyalty. Execution of CRM has been accelerated by emergence of social media. Combining these two new trends has led to increased customer lifetime value.

MKTG 410. Retail Management. 3 Hours.

PR: BCOR 350 and MKTG 315 with a grade of C- or higher in each. The organization and operating environment of retail firms. Special emphasis placed on consumer market segmentation and the marketing variables of merchandise mix, effective pricing, store location, and communication with suppliers and consumers.

MKTG 420. Sales Management. 3 Hours.

PR: MKTG 320 with a grade of C- or higher. Concentrates on the managerial responsibilities of sales manager for directing, motivating, and controlling a sales force plus the techniques of selling, including objections and closing.

MKTG 425. Sustainable Marketing. 3 Hours.

PR: MKTG 325 with a minimum grade of C-. Explores current environmental strategies focusing on reaching organizational goals and sustainable performance through marketing theory and practice.

MKTG 430. Business Logistics Management. 3 Hours.

PR: MKTG 330 with a minimum grade of C-. Examination of transportation, warehousing, materials handling, containerization, inventory control, purchasing, and warehouse location. Significant use made of problem solving with analytical tools.

MKTG 440. Export Management. 3 Hours.

Student teams work directly with participating companies to develop export business plans for specific products and specific countries.

MKTG 450. Practicum in Marketing. 3 Hours.

PR: MKTG 325. This is an experiential course that requires using sustainability principles and/or social media principles to solve marketing problems for organizations.

MKTG 455. Societal Issues in Marketing. 3 Hours.

PR: BCOR 350 with a minimum grade of C-. An inquiry-based study of current societal issues in marketing including ethical, regulatory, and legal issues, along with social and global trends and events impacting marketing and marketing environments.

MKTG 460. Business to Business Marketing. 3 Hours.

PR: BCOR 350 with a minimum grade of C-. A study of marketing to three classes of customers: the commercial market, the institutional market, and government agencies.

MKTG 465. Focal Points in Marketing. 1-3 Hours.

PR: BCOR 350 with a minimum grade of C-. In-depth study of specialized marketing subjects, e.g., franchising, tourism, packaging, or product development. (Each subject is self-contained, spans one-third of a semester, and is valued at 1 credit hour.).

MKTG 470. Marketing Management. 3 Hours.

PR: MKTG 325 with a minimum grade of C-. Simulation, through live and written case study, should sharpen skills as the student makes analytical evaluations of marketing problems.

MKTG 474. Outside Case Competition. 3 Hours.

PR: MKTG 325 with a minimum grade of C-. Working with a small team, students participate in an outside case competition with a prominent commercial and government client.

MKTG 475. Social Media and Marketing. 3 Hours.

PR: BCOR 350 with a minimum grade of C-. Students will explore and learn how to integrate these social media platforms into product and organization marketing efforts.

MKTG 480. Services Marketing. 3 Hours.

PR: MKTG 325 with a minimum grade of C-. Services marketing gives students an appreciation of the challenges of marketing and managing services and strategies for addressing these challenges. The course features a combination of lectures, in-class exercises and projects (including class presentations).

MKTG 485. Global Marketing. 3 Hours.

PR: MKTG 325 and MKTG 350 with a minimum grade of C- in each. Evaluation and analysis of marketing strategies in a global environment, examination of the relationship between international buyer behavior and the elements of the marketing mix.

MKTG 490. Teaching Practicum. 1-3 Hours.

PR: Consent. Teaching practice as a tutor or assistant.

MKTG 491. Professional Field Experience. 1-18 Hours.

PR: Consent. (May be repeated up to a maximum of 6 hours.) Prearranged experiential learning program, to be planned, supervised, and evaluated for credit by faculty and field supervisors. Involves temporary placement with public or private enterprise for professional competence development.

MKTG 493A-Z. Special Topics. 1-6 Hours.

PR: Consent. Investigation of topics not covered in regularly scheduled courses.

MKTG 494A-Z. Seminar. 1-6 Hours.

MKTG 494Z. Seminar. 1-6Hr. PR: Consent. Presentation and discussion of topics of mutual concern to students and faculty.

MKTG 495. Independent Study. 1-6 Hours.

Faculty supervised study of topics not available through regular course offerings.

MKTG 496. Senior Thesis. 1-3 Hours.

PR: Consent.

MKTG 498. Honors. 1-3 Hours.

PR: Students in Honors Program and consent by the honors director. Independent reading, study or research.


Faculty

Chair

  • Michael Walsh - Ph.D. (University of Pittsburgh)
    Integrated marketing communications, Services marketing, Public policy and marketing

Professors

  • James R. Brown - D.B.A. (Indiana University)
    K-mart chair, Distribution strategies
  • M. Paula Fitzgerald - Ph.D. (University of South Carolina)
    Consumer behavior, Promotion, Marketing research

Associate Professors

  • Jody Crosno - Ph.D. (University of Kentucky)
    Marketing channels, Product and price policies

Assistant Professors

  • Laurel Anne Cook - Ph.D. (University of Arkansas)
    Consumer collaboration, Consumer health & welfare, Public policy
  • Annie Peng Cui - Ph.D. (Kent State University)
    Brand management, International marketing, Consumer behavior

Teaching Associate Professors

  • Chas Koermer - Ph.D. (University of Nebraska)
    Intercultural communication (Middle East Gulf Region), Organizational communication and Instructional communication

Teaching Assistant Professors

  • Susan Lantz - Ph.D. (West Virginia University)
    First year students, Business commuication, Gender and diversity in business
  • Elizabeth Tomlinson - Ph.D. (Kent State University)
    Business Writing, Digital Literacies, Rhetoric and Audience
  • Li Wang - Ph.D. (Ohio University)
    Business communication, Diffusion of innovations, Digital communication

Emeritus

  • Robert Cook
  • Philip Mahin
  • John L. Porter