Marketing
Marketing, a program in the Business Group, is accredited by the Accreditation Council for Business Schools and Programs (ACBSP), a leading specialized accreditation association for business education.
The field of Marketing includes a variety of related business activities. While individual occupations within these diverse areas may be specialized, decisions in any one of them require a broad understanding of the marketing process and an ability to analyze the factors that influence it. The marketing process begins with the identification and design of products or services, which will satisfy customer needs in both for-profit and non-profit environments. It continues with the packaging, pricing, advertising, distribution, sales promotion and servicing of the firms' offerings, whether in the real space or virtual (internet) environment.
The major in Marketing is designed as a comprehensive study of all these activities, providing both the common background required for any marketing career and an opportunity for specialization based on the student's interests. Students learn through the classroom as well as outside research projects involving real world marketing challenges.
This broadly designed major is appropriate for careers in:
- generalized marketing and brand management
- advertising, PR, and promotional strategy
- personal selling and sales management
- retail merchandising and management, and
- marketing research
In this extremely competitive age of business, marketing provides the tools and skills necessary for differentiating companies, products and individuals. An understanding of product design, advertising, pricing, consumer behavior and distribution management is also essential. This major will actively promote an internship experience for students that can greatly facilitate the job search process.
To complete the Marketing major successfully, the following course work is required:
- 48 Business Core Requirement credits
- 9 Skills Component credits
- 15 Marketing major required credits
- 15 Marketing major recommended electives
- 34 CORE academic program requirements and general electives
A minimum of 120 credits is required for graduation, the last 30 of which must be earned at La Roche University.
Summary of Requirements
Business Core Requirements: 48 Credits
ACCT2003ACCOUNTING I
Credits (Min/Max): 3/3
The first of a two-course introductory financial accounting sequence that examines financial accounting from the viewpoint of preparers and users of financial statements. This course focuses on a basic introduction to Generally Accepted Accounting Principles along with the principles and concepts of recording, processing, and reporting accounting information. Topics include the accounting cycle, including financial statement preparation; merchandising operations, including inventory systems and cost flow assumptions; special journals; internal control systems; cash and bank reconciliations; and receivables and uncollectible accounts.
ACCT2004ACCOUNTING II
Credits (Min/Max): 3/3
The second of a two-course introductory financial accounting sequence that examines financial accounting from the viewpoint of preparers and users of financial statements. This course focuses on a continuation of basic Generally Accepted Accounting Principles along with the principles and concepts of recording, processing, reporting, using, and analyzing accounting information. Topics include long-lived assets, current and long-term liabilities, partnership and corporate equity transactions, the statement of cash flows, and ratio analysis.
ACCT2013MANAGERIAL ACCOUNTING
Credits (Min/Max): 3/3
An examination of the internal uses of accounting information, this course focuses on the relationship between accounting data and management's information needs in support of planning, controlling, motivating, and decision making. Topics include costing systems and behaviors; product costs, period costs, and overhead application methods; cost-volume-profit analysis; budgeting; standards and variance analysis; and managerial decision making.
ADMG1005MACROECONOMICS
Credits (Min/Max): 3/3
An introductory economics course focusing on the field of macroeconomics, including government spending, money, inflation, unemployment and taxes. Also included are brief sections on microeconomic and economic systems.
ADMG1006MICROECONOMICS
Credits (Min/Max): 3/3
An introductory economics course focusing on the field of microeconomics. Price, cost and production theory are covered in relation to competitive, monopolistic and oligopolistic industry structure. The field of labor economics is treated in some detail. Some advanced macroeconomics topics are also covered.
ADMG1018FUNDAMENTALS OF MANAGEMENT
Credits (Min/Max): 3/3
An introduction to the three major schools of management thought: the classical, the behavioral and the management science schools. The major emphasis is on the fundamentals of each school of thought and also on the integrative approach to management, drawing on the systems and contingency approaches.
ADMG2009BUSINESS LAW I
Credits (Min/Max): 3/3
This coure is an introduction to law and legal procedure. Contracts, their nature and requisites formation, operations, interpretation, discharge and remedies are discussed.
ADMG2018ORGANIZATIONAL BEHAVIOR
Credits (Min/Max): 3/3
This course provides an in-depth examination of organizational behavior from a macro-perspective. This course includes a review of the research on organizational structure, technology and the environment, as well as their relationship and the implications for effective organizational design. Also included in the course are discussions of organizational goals and effectiveness, organizational culture, organizational conflict and politics, and alternative organizational structure in the U.S. and abroad.
ADMG2025HUMAN RESOURCES ADMINISTRATION
Credits (Min/Max): 3/3
A study of the basics of human resources management including planning, recruitment selection, motivation and performance appraisal. Also treated are salary benefits systems and an introduction to EEOC and OSHA law.
ADMG4020OPERATIONS MANAGEMENT
Credits (Min/Max): 3/3
Study is given to the basic operations, functions and procedures. An analytical approach is utilized with emphasis on problem solving. Modern management science techniques such as linear programming, PERT and inventory control models are presented.
PREREQUISITES:
Reserved for JR/SR Only
ADMG4055SEMINAR - BUSINESS POLICY
Credits (Min/Max): 3/3
An intensive culmination and synthesization of the study of administration and management consisting of readings, case study and class discussion. The primary emphasis is on the development of the skills of strategic analysis from the viewpoint of the general manager.
PREREQUISITES:
Reserved for Senior Only
FINC3032FINANCIAL MANAGEMENT
Credits (Min/Max): 3/3
This course introduces external sources and processes of finance. Topics include time value of money, term structure of interest rates, risk return trade-off, discounted cash flow, ratio analysis, weighted average cost of capital, and capital budgeting.
FINC3036FINANCIAL INSTITUTIONS
Credits (Min/Max): 3/3
This course will provide an understanding of various types of financial markets and institutions that exist and operate in the U.S. economy. Topics include the Federal Reserve System, Monetary Polcy, and Interest Rates along with the impact at all three have on the state of the economy.
PREREQUISITES:
ADMG1005 & ACCT2004
INMT3039INTERNATIONAL BUSINESS MGMT
Credits (Min/Max): 3/3
An introduction to international business management with particular emphasis on the field of international finance and economics. In addition, the course deals with problems in the area of finance, marketing, production and organization, both from the perspective of the multinational corporation and the domestic corporation trading in international markets.
ISTC1010DIGITAL LITERACY
Credits (Min/Max): 3/3
This course addresses information and technological literacy in the digital age. Students will develop cognitive and technological competencies in both the discovery and evaluation of information, as well as the creation and dissemination of content, all within a digital context. Students will be introduced to a set of basic digital tools, but the focus will be placed on developing the ability to adapt to new and changing technologies in the future.
MRKT2021MARKETING MANAGEMENT (ADMG2021)
Credits (Min/Max): 3/3
A basic study of marketing systems in the American economy. This course includes, identifying the activities involved in the flow of goods among manufacturers, brokers, wholesalers, retailers and consumers. The nature of demand, buyer behavior, costs and pricing, sales strategies, promotions and techniques are presented.Cross-listed with ADMG2021
Business Skills Components: 9 credits
ADMG3024PROFESSIONAL PRESENTATION
Credits (Min/Max): 3/3
This course is designed to provide students in the professional areas with training in preparing and giving professional presentations. Students will develop skills in audience/client assessment, research, presentation design and development, using presentation tools and presentation evaluation.
PREREQUISITES:
Reserved for JR/SR Only
MATH1030CALCULUS FOR BUSINESS, ECONOMICSAND MGMT SCIENCES
Credits (Min/Max): 3/3
A one-semester course in the differential and integral calculus of functions of a single variable. Emphasis on concepts and the skills of differentiation and integration with applications from Administration, Economics and Managerial Sciences.
MATH1040PROBABILITY AND STATISTICS
Credits (Min/Max): 3/3
The study of the fundamentals of probability theory with applications to natural and social sciences as well as to mathematics. Discrete and continuous distributions, sampling theory, linear correlation, regression, statistical inference, estimation and analysis of variance are included.
Marketing Major Electives: 15 credits
MRKT2007ADVERTISING AND PUBLIC RELATIONS(ADMG2007)
Credits (Min/Max): 3/3
A comprehensive study of advertising, detailing its relationship to marketing practice. Topics such as advertising preparation, media evaluation, market research, pricing and retailing problems are included. The role of public relations in an organizational communication program is also explained.Cross-listed with ADMG2007
PREREQUISITES:
ADMG2021 or MRKT2021
MRKT3016PERSONAL SELLING
Credits (Min/Max): 3/3
This course introduces the student to the basic principles and foundations of Personal Selling on three levels: industrial, commercial and retail. Emphasis is on the detailed analysis of the sales process as viewed by the salesperson. Other sales foundation topics covered include the organizational buying process, sales communications, the theory of adaptive sales, and ethical/legal issues in selling. Using a variety of instructional methods such as role-playing and video cases, students are given an opportunity to practice their newly acquired sales skills.
PREREQUISITES:
ADMG2021 or MRKT2021
MRKT3031SPORTS AND ENTERTAINMENT MARKETING
Credits (Min/Max): 3/3
Sports and Entertainment Marketing may be thought of as the specific application of marketing principles and processes to sports and entertainment. This course examines the complex and diverse nature of sports and entertainment marketing. A framework will be presented to help explain and organize the strategic sports and entertainment marketing process as well as the current structure of the sports and entertainment industry.
PREREQUISITES:
ADMG2021 or MRKT2021
MRKT3050INTERNET MARKETING
Credits (Min/Max): 3/3
Marketers have been using electronic tools for many years, but the Internet and other new electronic technologies have created a flood of interesting and innovative ways to provide customer value. Internet Marketing is traditional marketing using electronic methods. It affects traditional marketing in two ways. First, it increases efficiency in established marketing functions. Secondly, the technology of E-marketing transforms many marketing strategies. The transformation results in new business models that add customer value and may increase company profitability. These new opportunities create many questions that are addressed in this course. How can firms leverage new technologies to maximum benefit? How much commitment should marketers make to Internet marketing programs?
PREREQUISITES:
ADMG2021 or MRKT2021
MRKT4016BRAND MANAGEMENT
Credits (Min/Max): 3/3
This course addresses the concept of branding which is of major importance to any company using a branding strategy. The role of the brand manager is examined in this combination theory and skills course. Various marketing techniques are studied for the overall responsibility of a brand in order to increase brand equity.
MRKT4018SERVICES MARKETING
Credits (Min/Max): 3/3
The service sector comprises over three-quarters of the US economy, and is continually increasing its dominance. Some estimates suggest that 90% of all new jobs are service positions. Traditionally, marketers have focused on the 4 P's, making marketing mix decisions for products that are finished when they exit a production line. However, service marketers must deal with a broader range of issues, addressed in this course, including design of the service production process, recruitment and training of service providers, and relationship marketing for customer retention.
MRKT4019SPORTS AND ENTERTAINMENT MANAGEMENT (ADMG4019)
Credits (Min/Max): 3/3
This course will provide a comprehensive, current and concise introduction to sports & entertainment management principles and practices. Functional overviews of industry skills are presented and exposure to organizational practices, law and governance, facilities and venues, marketing, ethical applications, broadcasting, sales, event management, agency, advertising, sponsorship, international entertainment will be addressed. Cross-listed with ADMG4019
MRKT4035RETAIL MARKETING AND MANAGEMENT
Credits (Min/Max): 3/3
Retail marketing examines the set of business activities that adds value to the products and services sold to consumers for their personal or family use. Topics include: store-based retailing, electronic and non-store retailing forms, merchandising, retail pricing, store layout and management, site selection, and retail market strategies.
MRKT4046SALES MANAGEMENT
Credits (Min/Max): 3/3
The role of sales managers is examined in this combination theory and skills course. Various specialized managerial functions are studied such as sales department budgeting, sales force organization, territory design, sales forecasting, sales compensation, performance evaluation, sales training, sales personnel recruitment, and sales force motivation.
MRKT4051INTERNSHIP I - MARKETING
Credits (Min/Max): 1/6
A field experience in a customer service, sales, advertising, retail, or marketing support position, supervised by a field practitioner as well as college faculty. The internship is designed to increase understanding of the various functional areas that comprise the field of marketing.
Marketing Major Requirements: 15 credits
MRKT3012BUYER BEHAVIOR
Credits (Min/Max): 3/3
This course focuses on the role of buyers in the marketing process. Buyer behavior in the consumer marketplace as well as the organizational buying process is examined. The study of buying behaviors enhances understanding of what marketing strategies are likely to be effective, how humans operate in the marketplace, and what kind of affective, cognitive, and social mechanisms enter into the purchasing decision. A sampling of specific topics addressed includes the role of attitudes, learning and memory, and lifestyles and culture in the buying decision.
PREREQUISITES:
ADMG2021 or MRKT2021
MRKT3033MARKETING RESEARCH
Credits (Min/Max): 3/3
Explores the function which links the consumer, customer, and public to the marketer through information -- information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; and, monitor marketing performance. This course deals with the planning for, collection, and analysis of data relevant to marketing decision-making and the communication of the results of this analysis to management.
MRKT3049INT'L MKT AND EXPORT MGMT (INMT3049)
Credits (Min/Max): 3/3
An upper level course focusing on key management functions in international marketing: entry strategies, product and pricing politics, financing, promotion and distribution. The course will also concentrate on export management that is the major international activity of most small and medium-sized companies.Cross-listed with INMT3049
PREREQUISITES:
ADMG2021 or MRKT2021
MRKT4014MARKETING STRATEGY
Credits (Min/Max): 3/3
A capstone course in marketing that emphasizes planning at the management level. Examines key concepts and issues that impact planning decisions, such as analysis of the marketing environment; formulation of marketing strategies; and development, implementation, and control of the marketing program. Using case studies, students are expected to develop comprehensive marketing plans and recommended solutions to specific situations encountered by marketing professionals operating in a wide variety of organizations.
MRKT4031CONTEMPORARY CONCEPTS IN MARKETING
Credits (Min/Max): 3/3
As the signature course in the Marketing Program, this is a seminar on issues currently drawing attention in the marketing literature and the business community that affect marketing management. Ethical considerations are explored that affect marketing policy-making. Through additional case analysis some of the worst marketing blunders and mistakes in history are examined and evaluated.
PREREQUISITES:
ADMG2021 OR MRKT2021