Department of Marketing


Professors

Bertsch, Reid, H. Teer, Williamson

Associate Professors

Bahn, Bolfing, Claiborne, Foucar-Szocki, Ley, Shelton, Wynn

Assistant Professor

Guthrie

Course Descriptions: Marketing

The Department of Marketing offers a program leading to the Bachelor of Business Administration degree with a major in marketing.

The study of marketing includes the whole spectrum of activities designed to deliver a standard of living to society. These activities consist of such things as the consideration of what product to make or what service to provide. Other activities include how to distribute and price the product or service, and how to communicate its merits. The needs and contributions of manufacturers, wholesalers, retailers, industrial users and the ultimate consumer are addressed in the performance of the marketer's activities. The objectives of the marketing program are to provide the student with an awareness of the role of marketing in society and in the firm, and how this role interrelates with such social and behavioral sciences as economics, psychology and sociology, and such quantitative disciplines as accounting, statistics and computer science.

The marketing program at James Madison University prepares students for a variety of positions in areas such as retail or industrial sales and management, advertising, customer relations, distribution, logistics and purchasing, and positions in the service industries.

The marketing major is centered on a traditional marketing curriculum. For those marketing students who desire a more focused curriculum, this preparation can be accomplished by three concentrations in the program. The concentrations include retail marketing, industrial marketing and merchandising.

For administrative purposes the interdisciplinary program in hospitality and tourism management is associated with the marketing department. For information on the hospitality and tourism management program, please refer to pages 126-127.

Students with a major in this department are strongly encouraged to purchase their own personal computers. Information on suggested hardware is available through the department office.

As a part of the JMU Assessment Program, graduating seniors are expected to participate in assessment activities. Assessment information is used to assist faculty in modifying curricula.

Major in Marketing (B.B.A. Degree)

Marketing majors conform to the general structure of the B.B.A. degree programs set forth on page 124. The hour requirements for each of the program components are as follows:

Credit
Hours
Core requirements -- B.B.A 42
Liberal studies courses 44
Other required courses for the major 1 24
Nonbusiness electives 7
Free electives 3
120

1 Identified by ( 1 ) below.

First Two Years

During the first two years, students planning to major in marketing will complete the lower-level business course requirements and will follow the uniform course schedule set forth on page 125.

Traditional Marketing Program

Marketing majors seeking a traditional marketing program should follow the course schedule below to complete the final two years of their program. It is possible to deviate from this schedule but care must be taken to ensure that all course prerequisites are met. Only courses offered by the marketing department may be used to satisfy marketing electives. Students should consult with their adviser when selecting electives.

Junior Year Credit
First Semester Hours
FIN 345. Managerial Finance 3
MGT 300. Management Principles 3
MKTG 380. Principles of Marketing 3
Liberal studies courses 6
15
Credit
Second Semester Hours
IDS 360. Production and Operations Management 3
MKTG 382. Marketing Research 1 3
MKTG 384. Integrated Marketing Communication 1 3
MKTG 385. Buyer Behavior 1 3
MKTG 430. Sales Management and Personal 3
Selling1
15
Senior Year Credit
First Semester Hours
MGT 311. Organizational Behavior 3
MGT 487. Business Policy 3
Marketing electives 1 6
Free elective 3
15
Credit
Second Semester Hours
MKTG 485. Marketing Management 1 3
Marketing elective 1 3
Nonbusiness electives 7
13

Concentration in Retail Marketing

Marketing majors seeking a concentration in retail marketing should follow the course schedule below to complete the final two years of their program. It is possible to deviate from this schedule but care must be taken to ensure that all course prerequisites are met. Only courses offered by the Department of Marketing may be used to satisfy marketing requirements. Students should consult with their adviser when selecting marketing electives.

Junior Year Credit
First Semester Hours
FIN 345. Managerial Finance 3
MGT 300. Management Principles 3
MKTG 380. Principles of Marketing 3
Liberal studies courses 6
15
Credit
Second Semester Hours
IDS 360. Production and Operations 3
Management
MKTG 382. Marketing Research 1 3
MKTG 384. Integrated Marketing 3
Communication 1
MKTG 385. Buyer Behavior 1 3
MKTG 388. Retail Marketing 1 3
15
Senior Year Credit
First Semester Hours
MGT 311. Organizational Behavior 3
MGT 487. Business Policy 3
MKTG 410. Logistics and Channel Management 1 3
MKTG 430. Sales Management and Personal 3
Selling 1
Free electives 3
15
Credit
Second Semester Hours
MKTG 444. Strategic Retail Problems 1 3
MKTG 485. Marketing Management 1 3
Nonbusiness electives 7
13

Concentration in Industrial Marketing

Marketing majors seeking a concentration in industrial marketing should follow the course schedule below to complete the final two years of their program. It is possible to deviate from this schedule but care must be taken to ensure that all course prerequisites are met. Only courses offered by the Department of Marketing may be used to satisfy marketing requirements. Students should consult with their adviser when selecting marketing electives.

Junior Year Credit
First Semester Hours
FIN 345. Managerial Finance 3
MGT 300. Management Principles 3
MKTG 380. Principles of Marketing 3
Liberal studies courses 6
15
Credit
Second Semester Hours
IDS 360. Production and Operations 3
Management
MKTG 382. Marketing Research 1 3
MKTG 384. Integrated Marketing Communication 1 3
MKTG 385. Buyer Behavior 1 3
MKTG 450. Industrial Marketing 1 3
15
Senior Year Credit
First Semester Hours
MGT 311. Organizational Behavior 3
MGT 487. Business Policy 3
MKTG 410. Logistics and Channel Management 1 3
MKTG 430. Sales Management and Personal 3
Selling 1
MKTG 480. Product Development and 3
Management 1
15
Credit
Second Semester Hours
MKTG 485. Marketing Management 1 3
Nonbusiness electives 7
Free electives 3
13

Concentration in Merchandising

Marketing majors seeking a concentration in merchandising should follow the course schedule below to complete the final two years of their program. It is possible to deviate from this schedule, but care must be taken to ensure that all course prerequisites are met. Only courses offered by the Department of Marketing may be used to satisfy marketing requirements

Junior Year Credit
First Semester Hours
FIN 345. Managerial Finance 3
MGT 300. Management Principles 3
MKTG 380. Principles of Marketing 3
Liberal studies courses 6
15
Credit
Second Semester Hours
IDS 360. Production and Operations 3
Management
MKTG 382. Marketing Research 3
MKTG 385. Buyer Behavior 3
MKTG 391. Fundamentals of Merchandising 3
MKTG 430. Personal Selling and Sales 3
Management
15
Senior Year Credit
First Semester Hours
MGT 311. Organizational Behavior 3
MGT 487. Business Policy 3
MKTG 392. Analysis of Merchandise 3
MKTG 393. Merchandising Promotional Strategies 3
Free electives 3
15
Credit
Second Semester Hours
MKTG 394. Merchandising Buying 3
MKTG 485. Marketing Management 3
Nonbusiness electives 7
13

Minor in Advertising

The minor in advertising is designed to provide students with a broad background in the interdisciplinary nature of the field of advertising. Since the program in interdisciplinary in nature, courses taken to fulfill program requirements are drawn from the offering of several departments.

The minimum requirement for a minor in advertising is 24 hours. A total of six credit hours may be double counted between the minor and major. Students selecting this minor may acquire more information from the directors or department heads from one of the following schools or departments: School of Art and Art History, Department of Marketing, School of Media Arts and Design and School of Speech Communication.

Credit
Hours
Required courses
ART 140. Two-Dimensional Design 3
MKTG 380. Principles of Marketing 3
SCOM 341. Persuasion 3
SMAD 256. Advertising: Buying and Selling 3
Choose one course from each of the following 12
departments/schools in consultation with a department/school-appointed adviser to be approved by the department head/school director.
GRPH 243. Computer Graphics I (three credits)
GRPH 345. Advertising Design (three credits)
MKTG 382. Marketing Research (three credits)
MKTG 384. Integrated Marketing
Communications (three credits)
MKTG 385. Buyer Behavior (three credits)
MKTG 480. Product Development and
Management (three credits)
SCOM 245. Signs, Symbols and Social Interaction
(three credits)
SCOM 260. Introduction to Public Relations
(three credits)
SCOM 261. Public Relations Techniques I: Written
(three credits)
SCOM 361. Public Relations Techniques II: Visual
(three credits)
SCOM 386. Survey Research Methods
(three credits)
SMAD 232. Design Fundamentals (three credits)
SMAD 250. Scriptwriting (four credits)
SMAD 350. Video Production Fundamentals
(four credits)
SMAD 370. Mass Communication Law
(three credits)
24

Minor in Retail Merchandising

Nonmarketing majors desiring to pursue a minor may earn a minor in retail merchandising. This 18-credit-hour minor consists of the courses listed below. For further information about the minor, please consult with the department head.

MKTG 380. Principles of Marketing
MKTG 388. Retail Marketing
MKTG 391. Fundamentals of Merchandising
MKTG 393. Merchandising Promotion Strategies
MKTG 394. Merchandising Buying
MKTG 444. Strategic Retail Problems

College of Business Directory

Undergraduate Catalog Contents


1996-97 Undergraduate Catalog
Last reviewed: 30 November 1996
Information Publisher: Division of Academic Affairs
James Madison University