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Old Dominion University

2013-2014 Catalog

Bachelor of Science in Business Administration - Marketing Major

Anusorn Singhapakdi, Chair
Michelle Carpenter, Co-Chief Departmental Advisor

Roslyn Houston, Co-Chief Departmental Advisor

Marketing is more than just buying and selling. Marketing is part of almost any transaction that occurs between people and organizations. Each party has objectives and goals it would like to realize. The marketing task is to facilitate the transaction so that these objectives are met. The principal objective of this major is educating students to be ethical and successful in today's and tomorrow's dynamic global marketing environment.

For completion of a major in marketing, a student must have a minimum overall cumulative grade point average of 2.00 in all courses taken toward the major. In addition, a grade of C- or better is required in all marketing courses counted toward the major.

Marketing Major course work

MKTG 402Consumer Behavior3
MKTG 407Marketing Research3
MKTG 411Multi-National Marketing3
MKTG 490Marketing Policy and Strategy3
Select four of the following MKTG Electives:12
Cooperative Education
Marketing Internship
Practicum
Advertising Strategy
Sales Management
Public Relations
Retail Marketing
Ethics and Social Issues in Administration
Professional Selling and Negotiations
Marketing of Services
Marketing on the Internet
Selected Topics in Marketing
200-400 Level Free Elective3
Free Electives6
Total Hours33

All 300-400 level MKTG courses, except for MKTG 311, are included in the calculation of the 2.00 overall grade point average for major course work for graduation.

Marketing Minor

A minor in marketing requires the completion of MKTG 311 plus 12 hours of 300/400-level marketing courses. All courses selected must be preceded by listed prerequisites. For completion of a minor, a student must have a minimum overall cumulative grade point average of 2.00 in all courses required for the minor exclusive of prerequisite courses. In addition, a grade of C- or better is required in all marketing courses counted toward the minor. A minimum of six hours in upper-level courses in the minor must be taken through courses offered by Old Dominion University.

MARKETING Courses

MKTG 311. Marketing Principles and Problems. 3 Credits.

Lecture and discussion 3 hours; 3 credits. Prerequisite: junior standing, and a declared major in the University or permission of the Dean's Office of the CBPA. The design, distribution, pricing, and promotion of goods, services, people, places, and causes. Course examines both national and international markets and includes an introduction to the legal and ethical constraints on marketing.

MKTG 367. Cooperative Education. 1-3 Credits.

1-3 credits (may be repeated for credit). Prerequisites: C or better in MKTG 311 (or equivalent) and approval by the instructor and Career Management Center in accordance with the policy for granting credit for Cooperative Education programs. Available for pass/fail grading only. Student participation for credit based on the academic relevance of the work experience, criteria and evaluative procedures as formally determined by the department and Career Management prior to the semester in which the work experience is to take place. (qualifies as a CAP experience).

MKTG 368. Marketing Internship. 3 Credits.

3 credits. Prerequisites: C or better in MKTG 311 (or equivalent) and approval of instructor. Student completes a relevant marketing experience in the marketplace after submitting a job description, learning objectives, and task accomplishments. (qualifies as a CAP experience).

MKTG 369. Practicum. 1-3 Credits.

1-3 credits. Prerequisites: C or better in MKTG 311 (or equivalent) and approval of instructor. (qualifies as a CAP experience).

MKTG 402. Consumer Behavior. 3 Credits.

Lecture and discussion 3 hours; 3 credits. Prerequisite: C or better in MKTG 311 (or equivalent), and a declared major in the University or permission of the Dean's Office of the CBPA. The effects of personality, motivation, perception, learning, attitudes, cultural and social influence and lifestyle on buying situations and how knowledge of these factors enables the marketer to better meet the needs of the marketplace.

MKTG 403. Advertising Strategy. 3 Credits.

Lecture, discussion, cases, individual and group projects 3 hours; 3 credits. Prerequisite: C or better in MKTG 311 (or equivalent), and a declared major in the University or permission of the Dean's Office of the CBPA. An examination of those advertising and promotional strategies directed toward the consumers of goods and services with emphasis on planning and executing an effective campaign to achieve meaningful goals.

MKTG 404. Sales Management. 3 Credits.

Lecture, discussion, individual and group projects 3 hours; 3 credits. Prerequisite: C or better in MKTG 311 (or equivalent), and a declared major in the University or permission of the Dean's Office of the CBPA. Material focuses on quantitative and qualitative goal setting; management, control and evaluation of the sales program; selecting, training, motivating, and evaluating the sales force.

MKTG 406. Public Relations. 3 Credits.

Lecture and discussion 3 hours; 3 credits. For nonbusiness as well as business majors. Prerequisite: C or better in MKTG 311 (or equivalent), and a declared major in the University or permission of the Dean's Office of the CBPA. Development and application of a philosophy of business expressed in governmental, corporate, social or educational institutions in furthering their public image.

MKTG 407. Marketing Research. 3 Credits.

Lecture, discussion, and projects 3 hours; 3 credits. Prerequisites: BNAL 306 and MKTG 402 , a grade of C or better in MKTG 311 and a declared major in the University or permission of the Dean's Office of the CBPA. Emphasis is given to the development of a strong theoretical base in the systematic selection, collection, and interpretation of marketing information leading to sound policies and strategies. Students are required to carry out a group project involving a marketing problem (or opportunity) for a company or involving a real market situation. The project will satisfy the practicum experience requirement of the College (CAP). (qualifies as a CAP experience).

MKTG 411. Multi-National Marketing. 3 Credits.

Lecture and discussion 3 hours; 3 credits. Prerequisite: C or better in MKTG 311 (or equivalent), and a declared major in the University or permission of the Dean's Office of the CBPA. An examination of the operational and cross-cultural aspects of international marketing, including the nature of competition, developmental marketing structures and channels, price and credit policies, promotional methods, trade barriers, and international arrangements.

MKTG 412. Retail Marketing. 3 Credits.

Lecture and discussion 3 hours; 3 credits. Prerequisite: C or better in MKTG 311 (or equivalent), and a declared major in the University or permission of the Dean's Office of the CBPA. This course will introduce students to a broad range of topics within the field of retailing: retailing strategy, targeting of customers, gathering of information, identifying and understanding customers, choosing a store location, managing a retail business, merchandise management and planning, and communication with the customer. The approach will combine both theory and practical application.

MKTG 414. Ethics and Social Issues in Administration. 3 Credits.

Lecture and discussion 3 hours; 3 credits. Prerequisite: C or better in MKTG 311 (or equivalent), and a declared major in the University or permission of the Dean's Office of the CBPA. An examination of the ethical and social problems confronting administrators and personnel in dealing with discrimination in employment practices, credit and financing, advertising, warranties and guarantees, packaging and labeling, and environmental problems.

MKTG 416. Professional Selling and Negotiations. 3 Credits.

Lecture, discussion, and cases 3 hours; 3 credits. Prerequisite: C or better in MKTG 311 (or equivalent), and a declared major in the University or permission of the Dean's Office of the CBPA. Examines the role of the professional salesperson in a market-oriented organization. Presentation skills are studied in the context of interpersonal negotiations.

MKTG 428. Marketing of Services. 3 Credits.

Lecture and discussion 3 hours; 3 credits. Prerequisite: C or better in MKTG 311 (or equivalent), and a declared major in the University or permission of the Dean's Office of the CBPA. This course examines the applications of the conceptual framework of marketing within the service business context. The course will focus on the characteristics of the service environment as well as important considerations in the service marketing mix.

MKTG 450. Marketing on the Internet. 3 Credits.

Lecture, discussion, and cases 3 hours; 3 credits. Prerequisite: C or better in MKTG 311 (or equivalent), and a declared major in the University or permission of the Dean's Office of the CBPA. This course examines the use of the Internet as a unique channel for marketing to consumers and businesses. It focuses on Internet marketing strategies, online strategic implementation, and the integration between companies' online and offline marketing efforts.

MKTG 490. Marketing Policy and Strategy. 3 Credits.

Lecture, discussion, and cases 3 hours; 3 credits. Prerequisites: marketing major, senior standing, MKTG 402, 407, plus two additional marketing courses or permission of instructor. A capstone course covering the marketing function and its relationship to the total business organization and its environment. Emphasis is placed upon the design of total marketing systems, strategies, and the design and production of new products and services.

MKTG 496. Selected Topics in Marketing. 3 Credits.

3 credits. Prerequisites: senior standing and permission of instructor. Designed to provide advanced students in marketing an opportunity to study, independently or in small groups, selected areas of marketing under the guidance of a faculty member.