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:

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 2 30
B.B.A. upper-level core courses 15
Marketing major requirements 27
Non-business electives 7

  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.
2 When B.B.A. lower-level core courses are used to meet general education requirements (e.g., GECON 200 and MATH 205), the number of non-business elective hours a student must take to get 120 hours increases from 7 to 13.

Fifty percent of course 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 and three hours of COB 191 or MATH 220. The remaining hours to bring the total to 60 must be taken from any academic unit 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 30 hour, lower-division B.B.A. core requirements (see the College of Business section for the list of courses) prior to enrolling in upper-division B.B.A. core and marketing courses. Upper division courses normally begin in the first semester of the junior year. The lower-division core curriculum should 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. Two upper-division B.B.A. core courses are required: COB 300 (parts A, B, C and D) and COB 487.

Marketing Curriculum
The marketing curriculum consists of five required courses (15 credit hours) and four electives (12 credit hours) for a total of 27 credit hours in marketing. The required courses equip students with knowledge and skills all marketers should have. The elective courses allow students to pursue areas of special interest and prepare for specific career tracks in marketing. Students are encouraged but not required to choose a special interest area for their four marketing electives. Students should contact the area academic advisers to learn more about the suggested courses that correspond with the specific special interest areas, which are sales and business marketing, retail management, research and analysis, marketing information systems, and marketing communications.

Required Courses Credit Hours
MKTG 384. Integrated Marketing Communications 3
MKTG 385. Consumer Behavior 3
MKTG 430. Professional Selling 3
MKTG 482. Marketing Analytics 3
MKTG 485. Marketing Management 3

  15

Elective Courses Credit Hours
Choose four marketing electives from the following list: 12
MKTG 386. Services Marketing  
MKTG 388. Retail Marketing  
MKTG 405. Survey Research  
MKTG 440. Retail Strategy and Buying  
MKTG 450. Business Marketing  
MKTG 460. Global Marketing  
MKTG 470. Strategic Internet Marketing  
MKTG 480. Product Development and Management  
MKTG 490. Special Studies in Marketing  
MKTG 494. Marketing Internship  

  12

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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
or MKTG 384. Integrated Marketing Communications  

  15

Second Semester Credit Hours
MKTG 384. Integrated Marketing Communications 3
or MKTG 385. Consumer Behavior  
MKTG 430. Professional Selling 3
Marketing elective 3
General education or non-business electives 6

  15

Fourth Year

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

Students must take the following courses at JMU:

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