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Program of Marketing
Learn more about the College of Business.
Dr. Claire P. Bolfing, Director
The Program of Marketing prepares students to assume professional and leadership roles in the rapidly changing, technically-oriented and competitive world of marketing. Students majoring in marketing are introduced to the marketing management process, which is a systematic review of the principal activities required to understand (1) the context in which products and services must be marketed, (2) customer needs, (3) strategic options, (4) marketing program development and (5) evaluation of marketing effectiveness. The marketing curriculum focuses on traditional and online marketing skills needed in various business settings and industries. All courses and educational experiences focus on developing competence in five areas: factual and conceptual knowledge, problem solving skills, communications skills, experiential learning and use of information technology. Students will be prepared to enter corporate, small business or not for profit environments with highly valued skills and an understanding of the need for continuous learning.
Admission to the Marketing major may be limited and competitive if student enrollment exceeds available facilities resources. Only those students who have been formally admitted to the College of Business will be considered for admission into the Marketing Program.
Bachelor of Business Administration in Marketing
Marketing majors conform to the general structure of the B.B.A. degree program. The B.B.A. degree in marketing requires a minimum of 120 credit hours of undergraduate course work.
1 The General Education program contains a set of requirements each student must fulfill. The number of credit hours necessary to fulfill these requirements may vary.
Fifty percent of this work, or 60 credit hours, must be taken outside of the College of Business. In counting the 60 credit hours of non-business courses, B.B.A. students may include all hours taken in general education (usually 41), up to a total of nine hours in economics (GECON courses must be counted as economics), and three hours of COB 191, Business and Economics Statistics. The remaining hours, to bring the total to 60 must be taken from any department outside the College of Business. Students should carefully select these non-business electives to help them gain additional knowledge and expertise for their careers and personal lives.
Students planning to major in marketing must complete the 29 to 30 hour, lower-division B.B.A. core curriculum set forth on Page 160 prior to enrolling in upper-division core courses, normally taken in the first semester of the junior year. It is expected that the lower-division core curriculum will be completed during the first two years of study along with all, or most, of the university general education curriculum. Failing to complete all lower-division core requirements on time will delay enrollment in upper-division core and major courses until at least the second semester of the junior year. Additional required courses are determined by the chosen concentration.
As a result of Marketing being such a broad field there are many areas of specialization. Students majoring in marketing commit to a course of study and obtain career-specific knowledge and skills by selecting a concentration. Presently, concentrations include:
Business to Business Marketing
Business to Business Marketing Concentration
The Business to Business Marketing concentration is designed for marketing majors who wish a more in-depth review of the issues facing businesses that market products and services to other businesses and organizations. This concentration will focus on the development of knowledge and problem-solving skills relating to business segmentation and buying processes, product and channel development and direct selling, and sales management. Students interested in sales and sales management may be responsible for increasing sales and if successful will advance to assume management responsibilities. Product development deals with marketing related to a specific product. Activities may involve planning and development, production and distribution, direct marketing and other types of promotion. The Business to Business Marketing concentration is the ideal concentration for a job in sales, customer service, account management, and product development, both in direct marketing and industry-specific sectors.
Business to Consumer Marketing Concentration
The Business to Consumer Marketing concentration is designed for marketing
majors who want in-depth study, analysis, development, and marketing
of goods and services for sale to consumers using store, catalog, and
electronic buying methods. Students will develop knowledge, market skills,
and experience relating to: store management, site management, consumer
segmentation, interactive retailing, and development of marketing strategies
for reaching consumer markets.
1 Courses cannot be double-counted toward the major.
Marketing Information Systems Concentration
The Marketing Information Systems concentration is designed for marketing majors who wish a more in-depth study of the issues relating to the management and use of information systems in order to support marketing management decision-making. Students learn the importance of: (1) using and managing existing company and external data and databases, (2) conducting marketing research studies, (3) analyzing and interpreting online and offline data, (4) using data mining techniques to conduct market segment analyses and build predictive models, and (5) incorporating technology tools to develop marketing information systems and decision support systems in a global environment.
Recommended Schedule for Majors
Marketing majors will follow the course schedule below to complete the final two years of their program. It is possible to deviate from this program but care must be taken to ensure that all course prerequisites are met.
The marketing program will accept no more than two courses for transfer
credit toward the major. In addition to this general College of Business
policy, there are restrictions on which courses will be accepted for
transfer credit, depending on the selected concentration.
Students concentrating in Business to Consumer Marketing must take the following courses at JMU.
Students concentrating in Marketing Information Systems must take the following courses at JMU.
European Marketing Minor
This minor in European Marketing is targeted to non-business majors
and earned exclusively through participation in a summer session in
Antwerp, Belgium. It is not offered at any other time of the year. The
curriculum offers non-business majors an opportunity to develop a specialization
in marketing within the unique European marketplace. The experiential
philosophy of this minor requires students to learn about marketing,
in a European context, through classroom contact as well as visiting
European business, governmental institutions, and cultural/historical
sites as part of the requirements for each class. Since the experiential
components cannot be accomplished outside of Europe, the minor will
not be offered on the Harrisonburg campus.
Specifically, the minor will consist of six courses and 18 hours. Students will take MKTG 380 at JMU in Harrisonburg, then complete 15 hours during a summer session in Belgium.
Retail Merchandising Minor
The College of Business offers a minor in retail merchandising that provides fundamental knowledge and skills in traditional retailing, including store and merchandise management. The minor is open to all non-marketing majors. For more information about the minor, please consult the marketing program director. This 18-credit hour minor consists of the following courses.