Business Administration Major: Marketing Option (B.S.)
The Option in Marketing focuses on how to develop, establish, and maintain products and services of high value for customers as well as how to deliver and communicate them, from both digital and traditional perspectives. The option addresses key linkages critical to effective customer and brand management, from understanding customer needs and problems to delivering appropriate solutions and services. It further examines decision choices facing managers concerning market selection, entry timing, positional advantage to be pursued, targeting, and executional approaches. The option emphasizes digital marketing and analytics across its courses.
Degree Requirements
All Major, Option and Elective Requirements as indicated.
*Major GPA requirements as indicated.
Major Requirements
A typical plan of study follows, showing the major-required courses. Students take 16-18 credits per semester. Discovery Program requirements (including the Inquiry requirement in the first two years) and elective courses are taken as well. Students are expected to follow this course plan. In the first three semesters, students cannot take more than two major courses in a single semester. The options have additional requirements as noted. For a detailed schedule/plan of study for each option, students should check with the Paul College Undergraduate Programs and Advising Office for specific recommendations.
| Code | Title | Credits |
|---|---|---|
| Business Administration core requirements | ||
| ADMN courses: | ||
| ADMN 400 | Introduction to Business | 4 |
| ADMN 403 | Computing Essentials for Business | 1 |
| ADMN 410 | Management Information Systems | 4 |
| ADMN 502 | Financial Accounting | 4 |
| ADMN 503 | Managerial Accounting | 4 |
| ADMN 510 | Business Statistics | 4 |
| ADMN 570 | Introduction to Financial Management | 4 |
| ADMN 575 | Behavior in Organizations | 4 |
| ADMN 580 | Quantitative Decision Making | 4 |
| ADMN 585 | Marketing | 4 |
| ADMN 775 | Strategic Management: Decision Making 1 | 4 |
| Other subject code courses: | ||
| ECON 401 | Principles of Economics (Macro) | 4 |
| ECON 402 | Principles of Economics (Micro) | 4 |
| MATH 422 | Mathematics for Business Applications | 4 |
| or MATH 424A | Calculus for Social Sciences | |
| PHIL 431 | Business Ethics | 4 |
| PAUL 405 | Freshman Academic Experience I | 1 |
| PAUL 406 | Freshman Academic Experience II | 1 |
| PAUL 660 | BiP-Social Intelligence Topics 2 | 2 |
| PAUL 670 | BiP-Analytical Intelligence Topics 2 | 2 |
| PAUL 680 | BiP-Competitive Intelligence Topics 2 | 2 |
| PAUL 690 | BiP-Professional Intelligence Topics 2 | 2 |
- 1
This is the capstone course in the business administration program, and satisfies the capstone requirement of the Discovery Program. Students may be required to concurrently enroll in ADMN 700 PAUL Assessment of Core Knowledge (zero credits) for AACSB accreditation purposes.
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Students may satisfy PAUL 660, PAUL 670, PAUL 680, PAUL 690 requirements through other courses/experiences with approved intelligence attributes assigned.
Depending of the choice of option and the specific requirements thereof, students may be able to take PAUL or non-PAUL electives in their junior or senior year.
Option in Marketing
| Code | Title | Credits |
|---|---|---|
| Required courses: | ||
| MKTG 752 | Marketing Research | 4 |
| MKTG 753 | Consumer/Buyer Behavior | 4 |
| MKTG 763 | Marketing Analytics | 4 |
| MKTG 775 | Marketing Workshop | 4 |
| Select two courses from the following: | 8 | |
| Retail Management in an Omnichannel World | ||
| Foundations of Personal Selling | ||
| Marketing Strategy | ||
| Integrated Marketing Communication | ||
| International Marketing | ||
| New Product Development | ||
| Applications in Digital Marketing | ||
| Topics in Marketing 1 | ||
or MKTG #720 | Topics in Marketing II | |
| Total Credits | 24 | |
- 1
Offerings will vary from semester to semester.
For additional courses, students are encouraged to meet with department faculty or with the Academic Advising Office for help in choosing a career track and additional courses.
Sample Degree Plan
| First Year | ||
|---|---|---|
| Fall | Credits | |
| ADMN 400 or ADMN 410 | Introduction to Business or Management Information Systems | 4 |
| ECON 401 or ECON 402 | Principles of Economics (Macro) or Principles of Economics (Micro) | 4 |
| MATH 422 or MATH 424A | Mathematics for Business Applications or Calculus for Social Sciences | 4 |
| PHIL 431 | Business Ethics | 4 |
| ADMN 403 | Computing Essentials for Business | 1 |
| PAUL 405 | Freshman Academic Experience I | 1 |
| Credits | 18 | |
| Spring | ||
| ADMN 410 or ADMN 400 | Management Information Systems or Introduction to Business | 4 |
| ECON 402 or ECON 401 | Principles of Economics (Micro) or Principles of Economics (Macro) | 4 |
| ENGL 401 | First-Year Writing | 4 |
| Discovery | 4 | |
| PAUL 406 | Freshman Academic Experience II | 1 |
| Credits | 17 | |
| Second Year | ||
| Fall | ||
| ADMN 502 | Financial Accounting | 4 |
| ADMN 510 | Business Statistics | 4 |
| Discovery | 4 | |
| Discovery | 4 | |
| Credits | 16 | |
| Spring | ||
| ADMN 503 | Managerial Accounting | 4 |
| ADMN 585 | Marketing | 4 |
| Discovery | 4 | |
| Discovery | 4 | |
| PAUL 660 or PAUL 690 | BiP-Social Intelligence Topics or BiP-Professional Intelligence Topics | 2 |
| Credits | 18 | |
| Third Year | ||
| Fall | ||
| ADMN 570 or ADMN 580 | Introduction to Financial Management or Quantitative Decision Making | 4 |
| ADMN 575 | Behavior in Organizations | 4 |
| MKTG 752 or MKTG 753 | Marketing Research or Consumer/Buyer Behavior | 4 |
| Discovery | 4 | |
| BiP Business in Practice (PAUL 660, 670, 680 or 690) | 2 | |
| Credits | 18 | |
| Spring | ||
| ADMN 580 or ADMN 570 | Quantitative Decision Making or Introduction to Financial Management | 4 |
| MKTG 753 or MKTG 752 | Consumer/Buyer Behavior or Marketing Research | 4 |
| MKTG 763 | Marketing Analytics | 4 |
| Course selected in consultation with advisor 1 | 4 | |
| BiP Business in Practice (PAUL 660, 670, 680 or 690) | 2 | |
| Credits | 18 | |
| Fourth Year | ||
| Fall | ||
| ADMN 775 & ADMN 700 or MKTG 775 | Strategic Management: Decision Making or Marketing Workshop | 4 |
| Marketing elective | 4 | |
| Course selected in consultation with advisor 1 | 4 | |
| Course selected in consultation with advisor 1 | 4 | |
| BiP Business in Practice (PAUL 660, 670, 680 or 690) | 2 | |
| Credits | 18 | |
| Spring | ||
| MKTG 775 or ADMN 775 | Marketing Workshop or Strategic Management: Decision Making | 4 |
| Marketing elective | 4 | |
| Course selected in consultation with advisor 1 | 4 | |
| Course selected in consultation with advisor 1 | 4 | |
| Credits | 16 | |
| Total Credits | 139 | |
- 1
Students can explore a second option, second major, minor, or general electives.
- Students will demonstrate proficiency in the core content areas of business.
- Students will think critically to address business situations.
- Students will demonstrate communication skills to interact effectively in business situations.
- Students will identify and understand the ethical dimensions and implications of business decisions.
- Students will demonstrate the ability to analyze a business situation by applying a multiple stakeholder lens.
- Students will demonstrate an understanding of business practices as they relate to local, national and global competitiveness.