Marketing

Marketing is the functional area of business that deals with the creation, communication and delivery of value to customers. As a marketing major students study the core application of identifying market needs, evaluate buying behaviors and develop strategies for successful product introduction. Major elective courses allow students to tailor the program to their individual interests and strengths while focusing on the latest trends in this fast-paced industry. Emphasis is placed on developing effective communication, creative, analytical and problem solving skills, Students use their marketing knowledge and skills in decision making situations with a goal of developing effective solutions. Internships are encouraged.

Career opportunities for students earning a marketing degree include sales, product, category and brand management, retail operations, merchandising, marketing research, creative promotion and marketing communications campaign development, event planning and analytical database management.

This degree prepares students, for example, to: think critically by conducting appropriate research to assess marketing problems, identify market needs and evaluate buying behaviors; identify the link between Mount Mercy University’s mission and the study of the discipline; and design and implement effective results-producing marketing plans.

See the Graduate section of this Catalog for more information on Graduate programs offered at Mount Mercy

Marketing Major (Core requirements plus 18 additional semester hours):

BA 203Principles Of Law3
BA 250Technology & Communication In Business3
BA 270Business Statistics3
BA 379Financial Management3
BA 435Senior Sem - Business3
or BA 436 Applied Business Strategy
BC 265Principles Of Accounting I3
BC 266Principles Of Accounting II3
BN 204Principles Of Management3
BK 208Principles Of Marketing3
EC 251Macroeconomics Principles3
EC 252Microeconomic Principles3
Select one of the following: 3
Finite Mathematics
Basic Mathematical Modeling
Pre-Calculus
Mathematics Modeling
Business Calculus
Calculus I
Total Hours36
BK 310Consumer Behavior3
BK 321Market Research3
BK 431Marketing Management3
Select three of the following (two of which must be BK):9
Advertising and Creative Campaign Strategies
Product, Brand and Category Management
Professional Selling
International Marketing
Retail Management
Contemporary Topics In Marketing
Marketing Internship
Project Management 1
Visual Technology
Graphic Design I
Basic Media Grammar for Professional Writing
Using Computers in Research Settings
Professional Writing
Total Hours18
1

Can NOT double count for the management or human resource management major.

 Academic Requirements for the Marketing Major

All marketing majors must achieve a minimum grade of C- in all marketing courses required for the major (BK 208 Principles Of Marketing , BK 310 Consumer Behavior, BK 321 Market Research ,BK 431 Marketing Management and the three required electives. This applies to equivalent courses transferred from other institutions.

Courses

BK 208 Principles Of Marketing: 3 semester hours

As a general introduction to the ever expanding field of marketing, students study how professionals anticipate consumer needs that guide the organization to develop appropriate strategies. Examining how marketers add value to a company, students will learn that a thorough analysis of the marketing environment includes anticipating and evaluating buyer behaviors while helping the firm recognize key marketing decision areas to develop successful strategies.

BK 300 Advertising and Creative Campaign Strategies: 3 semester hours

This course examines advertising and marketing communications as a creative process. Exploration of mass mediums and interpersonal communication processes and the role they play in an integrated marketing communications program is critical to developing one clear unified voice and image. The study of creative application and its implementation across a continually evolving spectrum is explored. Prerequisite: BK 208.

BK 301 Product, Brand and Category Management: 3 semester hours

This course evaluates the role of the product manager from new product idea generation, to product research and development, to market need assessment, to the role and implementation of test marketing, while evaluating product success and/or failure through the stages of introduction, growth, maturity, and decline. An in-depth study of branding strategy and its role in product and service sales is examined along with the growth and importance of category management. Prerequisite: BK 208.

BK 305 Professional Selling: 3 semester hours

This course is designed to provide students with a basic understanding of the selling function and its vital role in organizations. Students will learn that a systematic approach to satisfying customer needs and solving problems is the goal to achieve mutually beneficial long-term partnerships. Exposure to a variety of sales professionals and the environments in which they exist helps students understand the challenges found in this wide ranging field. Prerequisite: BK 208.

BK 310 Consumer Behavior: 3 semester hours

This course examines the theoretical and applied dimensions of consumer behavior and how these principles impact marketing strategy. A comprehensive study of the consumer decision-making process and the variables that affect it including memory, learning, perception, lifestyles, culture, groups and attitudes is explored. Additional emphasis is placed on the application of consumer behavioral concepts and their impact on marketing decision-making. Pre-requisite: BK 208.

BK 311 International Marketing: 3 semester hours

This course focuses on marketing management problems, techniques and strategies necessary to apply the marketing concept to the world market place. The necessity of understanding the impact of a country's culture and environment on a marketing program is emphasized as well as the challenges of competing in markets of varying cultures. Prerequisite: BK 208.

BK 321 Market Research: 3 semester hours

This course examines marketing research methodology and the function of gathering information as a management tool to aid decision-making. Included is the study of primary and secondary data sources, focus groups, surveys, experiments, and observations. The course also addresses the problems inherent in sampling, data collection, analysis, and the preparation of comprehensive reporting. Prerequisites: BK 208 and BA 270, and senior standing.

BK 331 Retail Management: 3 semester hours

This course studies the important economic aspects of retail business and its vital role in the distribution of goods and services. Emphasis is placed on strategy, planning and development for a retail operation. As alternative purchasing opportunities continue to emerge, success is largely dependent on sound marketing, selling, and customer service principles. Prerequisites: BK 208 and BC 265.

BK 340 Contemporary Topics In Marketing: 3 semester hours

This course includes an examination of major issues or topics in business specific to the study of marketing. Course content and subtitle will vary. Prerequisite: BK 208.

BK 421 Marketing Internship: 3 semester hours

Students may take advantage of internship opportunities to broaden their educational experience and gain professionalism in the evolving field of marketing. These opportunities include off-campus placement with marketing professionals. Partnered with an on-campus instructor, and the on-site professional, candidates apply theory learned in the classroom to real world experience. A maximum of three credit hours will be allowed with one credit earned for every 40 hours of on-site experience. Prerequisite: BK 208.

BK 431 Marketing Management: 3 semester hours

This course focuses on the major decisions facing a marketing manager when developing a marketing plan and carrying out the marketing process. These decisions include analyzing market opportunities, researching and selecting target markets, and developing marketing strategies. Case analysis and/or a simulation are used, requiring both tactical and strategic decisions. Prerequisites BA 250, BK 321, BA 379, BN204 and senior standing.