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Marketing, Bachelor of Science

Purpose

The Bachelor of Science degree program in Marketing is designed for students who desire to pursue any of the many careers in the field of marketing. The program includes a general overview of the following areas: consumer, service and business-to-business market planning, product development, consumer behavior, marketing research, integrated marketing communication (i.e., advertising, public relations, sales promotion and selling), physical distribution, social media marketing and global marketing.

Program of Study

The marketing degree program focuses on strategic, as well as tactical, marketing concepts. It integrates product, price, promotion and physical distribution throughout its courses. Offerings stress the use of modern techniques to investigate, analyze, and solve a wide variety of marketing needs within various environmental challenges and opportunities.

Cooperative Learning Experiences

Cooperative learning experiences (co-ops) are available in the Marketing program for BMK 320: Consumer Behavior and BMK 400: Social Media Marketing. Depending on the co-op experience available and the student’s course completion schedule, other courses such as BBM 301: Organizational Behavior may also be completed as co-ops. Elective courses may also be structured as co-ops. Each co-op experience is expected to last for two consecutive semesters and earn the student six credits toward their 120-credit degree.

To be eligible for the co-op the student must have completed 60 credits and have a minimum 2.5 GPA. The student must inform the Director of the Co-op program and the Marketing Program Chair one semester before they would like to begin a co-op assignment.

Program Competencies

In addition to achieving the Wilmington University undergraduate graduation competencies given in the Academic Information section of this catalog, upon completion of the program, students will:

  1. Demonstrate effective information literacy and communication skills with valid and reliable research.
  2. Assess how various environmental and ethical challenges affect the marketing of products and services.
  3. Appraise the design, implementation, control, and evaluation functions relating to marketing.
  4. Evaluate the important role marketing plays in relation to meeting the strategic objectives of the organization.
  5. Use a variety of marketing concepts, theories, and tools on both an individual and team basis.


Curriculum - General Education Requirements

English Composition (12 Credits)

ENG 121 English Composition I

ENG 122 English Composition II

ENG 131 Public Speaking

ENG 310 Research Writing

Humanities (6 Credits)

(See Program Requirements)

BBM 319 Business Ethics

VMG 313 Aesthetics of Film

DSN 110 Fundamentals of Drawing

TEC 215 Basic Photography

COM 245 Writing for the Media

Culinary Arts Elective

Drama Elective

Ethnic Studies Elective

Fine Arts Elective

Foreign Language Elective

History Elective

Humanities Elective

Literature Elective

Music Elective

Philosophy Elective

Religion Elective

Social Science (6 credits)

ECO 101 Economics I

PSY 101 Introduction to Psychology

OR

SOC 101 Introduction to Sociology

Mathematics (3 Credits)

MAT 205 Introductory Survey of Mathematics

Natural Science (3 or 4 Credits)

(See Program Requirements)

Computer Operations (3 Credits)

CTA 326 Integrating Excel into Business Problem Solving

Critical Analysis (3 Credits)

PHI 100 Introduction to Critical Thinking

Citizenship (3 Credits)

HUM 381 Contemporary Global Issues

All College of Business students are to take HUM 381.

Business Core (33 credits)

BAC 101 Accounting I

BAC 102 Accounting II

BBM 201 Principles of Management

BBM 301 Organizational Behavior

BBM 320 Business Communications

BBM 402 Strategic Management

BMK 305 Marketing

FIN 305 Financial Management

MAT 312 Business Statistics

BBM 301: available as a co-op

Required Core (27 credits)

BBM 325 Intro to Business Analytics

BLA 303 Legal and Ethical Environment of Business

BMK 308 Global Marketing

BMK 320 Consumer Behavior

BMK 321 Marketing Research

BMK 400 Social Media Marketing

OR

Co-op

BMK 413 Marketing Management

BMK 470 Mobile Marketing

ECO 102 Economics II

MIS 320 Management Information Systems

BMK 320, BMK 400: available as a co-op

The prerequisite for BMK 400 is BMK 300 or BMK 305 and will be waived for Digital Media Students only.

Marketing Electives (6 credits)

Select two from the following:

BMK 300 Design for Marketing

BMK 306 Principles of Advertising

BMK 307 Public Relations

BMK 310 Business to Business Marketing

BMK 312 Personal Selling

BMK 355 Internet Marketing

BMK 366 Entrepreneurship

SPM 407 Sports Marketing and Promotions

BMK 410 Integrated Marketing Communications

BMK 460 Current Topics in Marketing: Job Search Strategies

BMK 490 Marketing Internship

The prerequisite for BMK 300 will be waived for Digital Media Students only.

Free Electives (9 credits)

Students with less than 16 transfer credits are required to take FYE 101 as one of their electives.

Business Electives (6 credits)

Certain courses may be available as a co-op


Suggested Program Sequence

Freshman

1st Semester

ENG 121 English Composition I

MAT 205 Introductory Survey of Mathematics

PHI 100 Introduction to Critical Thinking

PSY 101 Introduction to Psychology

OR

SOC 101 Introduction to Sociology

FYE 101 First Year Experience Seminar

OR

Free Elective

2nd Semester

BBM 201 Principles of Management

ECO 101 Economics I

ENG 122 English Composition II

BBM 325 Intro to Business Analytics

History/Political Science Elective

Sophomore

1st Semester

BAC 101 Accounting I

BMK 305 Marketing

ENG 131 Public Speaking

Humanities Elective

MIS 320 Management Information Systems

2nd Semester

BAC 102 Accounting II

ECO 102 Economics II

CTA 326 Integrating Excel into Business Problem Solving

Humanities Elective

Natural Science Elective

Free Elective

Junior

1st Semester

BLA 303 Legal and Ethical Environment of Business

BMK 320 Consumer Behavior

FIN 305 Financial Management

HUM 381 Contemporary Global Issues

MAT 312 Business Statistics

BMK 320: available as a co-op

2nd Semester

BBM 301 Organizational Behavior

BBM 320 Business Communications

BMK 321 Marketing Research

ENG 310 Research Writing

Marketing Elective

BBM 301: available as a co-op

Senior

1st Semester

BMK 308 Global Marketing

BMK 400 Social Media Marketing

BMK 470 Mobile Marketing

Free Elective

Marketing Elective

BMK 400: available as a co-op

2nd Semester

BBM 402 Strategic Management

BMK 413 Marketing Management

Marketing Elective

Free Elective


Marketing with a Concentration in Digital Marketing

The field of marketing is undergoing rapid changes with the dramatically increased use of marketing on the internet especially for social media sites. While traditional marketing knowledge and approaches do apply to internet and social media marketing, new skills are increasingly expected of employees entering these newer areas of marketing. New hires are expected to know how to not only develop and implement marketing plans but also have the skills to do the digital creation of the content such as developing and maintaining company websites and creating digital advertising. The four courses listed below will replace the three marketing electives and one of the business electives and are required for completion of a Marketing degree with a concentration in Digital Marketing.

Courses

DSN 121 Basic InDesign

DSN 210 Basic Photoshop

DSN 220 Concept Development


Marketing with a Concentration in Nonprofit Management

The nonprofit industry is one of the fastest growing employers. The industry is seeking out marketers, HR professionals, and managers with an interest in strategic planning within the nonprofit industry. This nonprofit concentration will focus on the following content areas: Introduction to nonprofits, fiscal management, advocacy and public policy, and one specific identified nonprofit course in the student’s program. There are four core courses in the concentration and one specific program course or an internship. Two of the courses are shared between the College of Behavioral Science and the College of Business. This is a concentration for bachelor’s degrees in Business Management, Finance, Marketing, Human Resource Management, and Sports Management.

Core requirements (12 credits)

NFP 301 Intro to Nonprofit Agencies

NFP 302 Management of the Nonprofit Organization

NFP 303 Foundations of Fiscal Management for Nonprofit

NFP 304 Advocacy and Public Policy

Program specific requirements (3 credits)

Students can choose ONE of the following 5 courses:

BMK 339 Marketing for Nonprofits

FIN 331 Finance for Nonprofit

HRM 361 HRM in Public and Nonprofit Organizations

NFP 307 Fundraising for Nonprofits

SPM 309 Sports and Athletics Fundraising

Students may substitute any program specific course for an alternate NFP course of their choosing or an internship.

Total concentration courses are five courses equaling 15 credits.


Marketing Completion Degree

Curriculum

Transfer students who hold an associate degree from a partner institution are required to take the following Marketing courses.

Marketing Core

BBM 301 Organizational Behavior

BBM 320 Business Communications

BBM 411 Operations and Systems Management

OR

HRM 311 Human Resource Management

BBM 402 Strategic Management

BLA 303 Legal and Ethical Environment of Business

BMK 308 Global Marketing

BMK 320 Consumer Behavior

BMK 321 Marketing Research

BMK 400 Social Media Marketing

BMK 413 Marketing Management

Marketing Elective

Marketing Elective

FIN 305 Financial Management

MAT 312 Business Statistics

What is a Completion Degree?

A completion degree is a personalized version of a bachelor's degree created exclusively for students who have completed an associate degree at an accredited institution. Completion degrees are available for most Wilmington University Bachelor of Science degrees. A student who expects to transfer a completed associate's degree should communicate with a Wilmington University academic advisor before registering for courses. A transcript with documentation of the conferred degree must be received by Wilmington University to confirm eligibility.