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 (27 credits)

CTA 226Integrating Excel into Business Problem Solving

3

ECO 101Economics I

3

ENG 121English Composition I

3

ENG 122English Composition II

3

ENG 131Public Speaking

3

HUM 360Human World Views: 3500 BCE–1650 AD

3

HUM 361Human World Views: 1650 AD–Present

3

MAT 121College Math I

3

PHI 100Introduction to Critical Thinking

3

Humanities Elective (3 credits)

Natural Science Elective (3 credits)

Social Science Electives (6 credits)

Select two courses from the following:

PSY 101Introduction to Psychology

3

SOC 101Introduction to Sociology

3

History/Political Science Elective

Business Core (33 credits)

BAC 101Accounting I

3

BAC 102Accounting II

3

BBM 201Principles of Management

3

BBM 301Organizational Behavior

3

BBM 320Business Communications

3

BBM 402Strategic Management

3

BMK 305Marketing

3

FIN 305Financial Management

3

MAT 122College Math II

3

MAT 308/SCI 308Inferential Statistics

3

BBM 301: available as a co-op

Choose one of the following:

BBM 411Operations and Systems Management

3

HRM 311Human Resource Management

3

Required Core (24 credits)

BLA 303Legal and Ethical Environment of Business

3

BMK 308Global Marketing

3

BMK 320Consumer Behavior

3

BMK 321Marketing Research

3

BMK 400Social Media Marketing

3

BMK 413Marketing Management

3

ECO 102Economics II

3

MIS 320Management Information Systems

3

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

Marketing Electives (9 credits)

Select three from the following:

BMK 300/DSN 300Design for Marketing

3

BMK 306Principles of Advertising

3

BMK 307Public Relations

3

BMK 310Business to Business Marketing

3

BMK 312Personal Selling

3

BMK 355Internet Marketing

3

BMK 366Entrepreneurship

3

SPM 407Sports Marketing and Promotions

3

BMK 410Integrated Marketing Communications

3

BMK 460Current Topics in Marketing: Job Search Strategies

3

BMK 490Marketing Internship

3

Free Electives (9 credits)

Business Electives (6 credits)

certain courses may be available as a co-op

Suggested Program Sequence

Freshman

1st Semester

CTA 226Integrating Excel into Business Problem Solving

3

ENG 121English Composition I

3

MAT 121College Math I

3

PHI 100Introduction to Critical Thinking

3

Social Science Elective

Social Science Elective: Select two courses from the following: PSY 101, SOC 101, and History/Political Science Elective

2nd Semester

BBM 201Principles of Management

3

ECO 101Economics I

3

ENG 122English Composition II

3

MAT 122College Math II

3

Free Elective

Sophomore

1st Semester

BAC 101Accounting I

3

 

BBM 411Operations and Systems Management

3

OR

HRM 311Human Resource Management

3

 

BMK 305Marketing

3

ENG 131Public Speaking

3

Social Science Elective

Social Science Elective: Select two courses from the following: PSY 101, SOC 101, and History/Political Science Elective

2nd Semester

BAC 102Accounting II

3

ECO 102Economics II

3

MIS 320Management Information Systems

3

Humanities Elective

SCI
Natural Science Elective

Junior

1st Semester

BLA 303Legal and Ethical Environment of Business

3

BMK 320Consumer Behavior

3

FIN 305Financial Management

3

HUM 360Human World Views: 3500 BCE–1650 AD

3

MAT 308/SCI 308Inferential Statistics

3

BMK 320: available as a co-op

2nd Semester

BBM 301Organizational Behavior

3

BBM 320Business Communications

3

BMK 321Marketing Research

3

HUM 361Human World Views: 1650 AD–Present

3

Marketing Elective

BBM 301 available as a co-op

Senior

1st Semester

BMK 308Global Marketing

3

BMK 400Social Media Marketing

3

Free Elective

Free Elective

Marketing Elective

BMK 400: available as a co-op

2nd Semester

BBM 402Strategic Management

3

BMK 413Marketing Management

3

Business Elective

Business Elective

Marketing 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 121Digital Publishing

3

DSN 210Digital Image Manipulation

3

DSN 220Concept Development

3

DSN 320Web Page Design

3

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 301Intro to Nonprofit Agencies

3

NFP 302Management of the Nonprofit Organization

3

NFP 303Foundations of Fiscal Management for Nonprofit

3

NFP 304Advocacy and Public Policy

3

Program specific requirements (3 credits)

Students can choose ONE of the following 5 courses:

BMK 339Marketing for Nonprofits

3

FIN 331Finance for Nonprofit

3

HRM 361HRM in Public and Nonprofit Organizations

3

NFP 307Fundraising for Nonprofits

3

SPM 309Sports and Athletics Fundraising

3

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.