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:
- Demonstrate effective information literacy and communication skills with valid and reliable research.
- Assess how various environmental and ethical challenges affect the marketing of products and services.
- Appraise the design, implementation, control, and evaluation functions relating to marketing.
- Evaluate the important role marketing plays in relation to meeting the strategic objectives of the organization.
- Use a variety of marketing concepts, theories, and tools on both an individual and team basis.
Curriculum
General Education Requirements (27 credits)
Humanities Elective (3 credits)
Natural Science Elective (3 credits)
Social Science Electives (6 credits)
Select two courses from the following:
| PSY 101 | Introduction to Psychology | 3 |
| SOC 101 | Introduction to Sociology | 3 |
| History/Political Science Elective | |
Business Core (33 credits)
BBM 301: available as a co-op
Choose one of the following:
| BBM 411 | Operations and Systems Management | 3 |
| HRM 311 | Human Resource Management | 3 |
Required Core (24 credits)
BMK 320, BMK 400: available as a co-op
Marketing Electives (9 credits)
Select three from the following:
Free Electives (9 credits)
Business Electives (6 credits)
certain courses may be available as a co-op
Suggested Program Sequence
Freshman
1st Semester
| CTA 226 | Integrating Excel into Business Problem Solving | 3 |
| ENG 121 | English Composition I | 3 |
| MAT 121 | College Math I | 3 |
| PHI 100 | Introduction 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
Sophomore
1st Semester
Social Science Elective: Select two courses from the following: PSY 101, SOC 101, and History/Political Science Elective
2nd Semester
| BAC 102 | Accounting II | 3 |
| ECO 102 | Economics II | 3 |
| MIS 320 | Management Information Systems | 3 |
| Humanities Elective | |
SCI
| Natural Science Elective | |
Junior
1st Semester
BMK 320: available as a co-op
2nd Semester
| BBM 301 | Organizational Behavior | 3 |
| BBM 320 | Business Communications | 3 |
| BMK 321 | Marketing Research | 3 |
| HUM 361 | Human World Views: 1650 AD–Present | 3 |
| Marketing Elective | |
BBM 301 available as a co-op
Senior
1st Semester
| BMK 308 | Global Marketing | 3 |
| BMK 400 | Social Media Marketing | 3 |
| Free Elective | |
| Free Elective | |
| Marketing Elective | |
BMK 400: available as a co-op
2nd Semester
| BBM 402 | Strategic Management | 3 |
| BMK 413 | Marketing 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
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 | 3 |
| NFP 302 | Management of the Nonprofit Organization | 3 |
| NFP 303 | Foundations of Fiscal Management for Nonprofit | 3 |
| NFP 304 | Advocacy and Public Policy | 3 |
Program specific requirements (3 credits)
Students can choose ONE of the following 5 courses:
| BMK 339 | Marketing for Nonprofits | 3 |
| FIN 331 | Finance for Nonprofit | 3 |
| HRM 361 | HRM in Public and Nonprofit Organizations | 3 |
| NFP 307 | Fundraising for Nonprofits | 3 |
| SPM 309 | Sports 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.