Department of Marketing

Mission Statement
The Marketing Department prepares students by developing specialized skills in the management of customer relationships through the creation, communication and delivery of value to customers. 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
  5. evaluation of marketing effectiveness

The marketing curriculum focuses on traditional and online marketing skills needed in various business settings and industries. The curriculum seeks to develop 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.

Goals

Career Opportunities

Co-curricular Activities and Organizations

Special Admissions Requirements
Admission to the marketing major may be limited and competitive if student enrollment exceeds available resources.

Only those students who have been formally admitted to the College of Business will be considered for admission into the marketing department.

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Degree and Major Requirements

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.

Degree Requirements

Required Courses Credit Hours
General Education requirements 1 41
B.B.A. lower-level core courses 23-30
B.B.A. upper-level core courses 15
Marketing major requirements 27
Non-business electives 7-9

  120

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.

Major Requirements
Students planning to major in marketing must complete the 23-30 hour, lower-division B.B.A. core curriculum set 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. Additional required courses are determined by the chosen concentration.

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Concentrations
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 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, professional 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.

Required Courses Credit Hours
MKTG 384. Integrated Marketing Communications 3
MKTG 385. Consumer Behavior 3
MKTG 430. Professional Selling 3
MKTG 450. Business Marketing 3
MKTG 480. Product Development and Management 3
MKTG 482. Marketing Analytics 3
MKTG 485. Marketing Management 3
Choose two marketing electives from the following: 6
MKTG 386. Services Marketing  
MKTG 405. Survey Research  
MKTG 440. Retail Strategy and Buying  
MKTG 460. Global Marketing  
MKTG 490. Special Studies in Marketing  
MKTG 494. Marketing Internship  

  27

Business to Consumer Marketing Concentration

The business to consumer marketing concentration is designed for marketing majors who want in-depth preparation for marketing goods and services for sale to consumers using stores, catalogs or the Internet. Students will develop knowledge, marketing skills and experience relating to store management, site management, consumer segmentation, Internet marketing and development of marketing strategies for reaching consumer markets.

Graduates in business-to-consumer marketing will be suited to begin careers in relationship marketing, merchandise management, new business creation, customer service operations, catalog marketing, retailing, Internet marketing, not-for-profit marketing and promotional account management positions.

Required Courses Credit Hours
MKTG 384. Integrated Marketing Communications 3
MKTG 385. Consumer Behavior 3
MKTG 388. Retail Marketing 3
MKTG 430. Professional Selling 3
MKTG 470. Strategic Internet Marketing 3
MKTG 482. Marketing Analytics 3
MKTG 485. Marketing Management 3
Choose two marketing electives from the following list: 6
MKTG 386. Services Marketing  
MKTG 405. Survey Research  
MKTG 440. Retail Strategy and Buying  
MKTG 460. Global Marketing  
MKTG 490. Special Studies in Marketing  
MKTG 494. Marketing Internship  

  27

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Recommended Schedule for Majors

Marketing majors should 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.

Third Year

First Semester Credit Hours
COB 300A. Integrated Functional Systems: Management 3
COB 300B. Integrated Functional Systems: Finance 3
COB 300C. Integrated Functional Systems: Operations 3
COB 300D. Integrated Functional Systems: Marketing 3
MKTG 385. Consumer Behavior 3

  15

Second Semester Credit Hours
MKTG 384. Integrated Marketing Communications 3
MKTG 430. Professional Selling 3
Marketing concentration course 3
Non-business electives 6

  15

Fourth Year

First Semester Credit Hours
MKTG 482. Marketing Analytics 3
Marketing concentration courses 3
Marketing elective 3
General Education or non-business elective 6

  15

Second Semester Credit Hours
COB 487. Business Policy 3
MKTG 485. Marketing Management 3
Marketing elective 3
General Education or non-business electives 6

  15

Transfer Credit Policy
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 business marketing must take the following courses at JMU:

MKTG 384. Integrated Marketing Communications
MKTG 450. Business Marketing
MKTG 480. Product Development and Management
MKTG 482. Marketing Analytics
MKTG 485. Marketing Management

Students concentrating in Business to Consumer Marketing must take the following courses at JMU:

MKTG 384. Integrated Marketing Communications
MKTG 388. Retail Marketing
MKTG 470. Strategic Internet Marketing
MKTG 482. Marketing Analytics
MKTG 485. Marketing Management

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