MARKETING, BACHELOR OF SCIENCE (B.S.) WITH A CONCENTRATION IN INTEGRATED MARKETING COMMUNICATIONS
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1 Marketing, Bachel of Science (B.S.) with a concentration in integrated marketing communications MARKETING, BACHELOR OF SCIENCE (B.S.) WITH A CONCENTRATION IN INTEGRATED MARKETING COMMUNICATIONS The maj in marketing gives students a broad wking knowledge of contempary marketing philosophy and practice. The concentration in integrated marketing communications gives students a focus on the imptance of traditional media and social media marketing strategies in the marketplace. Judicious selection of courses will also allow students to tail their program of study to their individual backgrounds, interests and career aspirations. The courses in the maj provide a mix of educational approaches, including lecture and discussion, case problems, and in-field experience. Graduates of this program will find career opptunities in marketing management, advertising, sales, marketing research, public relations, retailing and other areas of business. Learning goals The goal of the marketing curriculum is to provide students with a broad wking knowledge of contempary marketing philosophy and practice. Learning outcomes Upon completing this program, students will know and know how to do the following:. Fmulate the problem problems that ganizations face 2. Apply appropriate research design, sampling and data analysis. Know the elements of the buyer behavi model and apply it to marketing decisions 4. Analyze a situation that reflects basic understanding of the global business environment and apply fundamental marketing concepts, tools and strategies in the international marketplace Special requirements The foundation program specifies course wk required during the freshman and sophome years. Students are eligible f admission into the advanced business program with a maj in the School of Business upon meeting the minimum cumulative GPA requirement and successful completion of: A minimum of 54 credits in the foundation program 54 ACCT 20 & ACCT 204 Introduction to Accounting I and Introduction to Accounting II BUSN 20 Foundations of Business BUSN 225 Winning Presentations ECON 20 Principles of Microeconomics ECON 2 Principles of Macroeconomics INFO 60 INFO 6 Digital Literacy: Wd Processing Skills INFO 62 Digital Literacy: Spreadsheets Skills I INFO 66 Digital Literacy: Database Skills 6 SCMA 22 MATH 200 UNIV Play course video f Focused Inquiry I UNIV 2 Play course video f Focused Inquiry II UNIV 200 Differential Calculus and Optimization f Business Calculus with Analytic Geometry Focused Inquiry I Focused Inquiry II (with a minimum grade of C) Inquiry and the Craft of Argument (with a minimum grade of C) The admission requirements f the School of Business ( bulletin.vcu.edu/undergraduate/business/undergraduate-infmation/ academic-policies) detail the deadlines f students to be admitted to the advanced business program with a maj in the school. At least 0 hours of the required business courses f the Bachel of Science must be taken at VCU. Students may need to take additional mathematics courses as prerequisites to SCMA 22 MATH 200. These credits will count as electives in the foundation program. The sample curriculum outline includes SCMA 7 since many of our students will need to complete this course. The INFO 60, INFO 6, INFO 62 and INFO 66 requirements may be waived upon successful completion of a Knowledge Equivalency Test administered by the Office of Undergraduate Studies. No me than two additional credits may be applied to the degree from the INFO 6x series. No me than four credits in physical education courses may be applied to the degree. INTL 49 may not be counted toward a business degree. Degree requirements f Marketing, Bachel of Science (B.S.) with a concentration in integrated marketing communications Business foundation General Education requirements University Ce Education Curriculum UNIV Play course video f Focused Inquiry I UNIV 2 Play course video f Focused Inquiry II Focused Inquiry I Focused Inquiry II UNIV 200 Inquiry and the Craft of Argument Approved humanities/fine arts Approved natural/physical sciences -4 Approved quantitative literacy: -4 SCMA 22 MATH 200 Differential Calculus and Optimization f Business Calculus with Analytic Geometry Approved social/behavial sciences -4 Total Hours 2-24 Business General Education requirements
2 2 Marketing, Bachel of Science (B.S.) with a concentration in integrated marketing communications ECON 20 Principles of Microeconomics ECON 2 Principles of Macroeconomics INFO 60 INFO 6 Digital Literacy: Wd Processing Skills INFO 62 Digital Literacy: Spreadsheets Skills I INFO 66 Digital Literacy: Database Skills Business General Education elective (Select credits from the approved list.) Total Hours Additional Business Foundation requirements ACCT 20 Introduction to Accounting I & ACCT 204 and Introduction to Accounting II BUSN 20 Foundations of Business BUSN 225 Winning Presentations Open electives -4 Total Hours 2-26 Advanced business program Advanced business ce BUSN 25 Organizational Communication FIRE Financial Management MGMT 0 Creativity and Ideation MGMT 0 Managing People in Organizations MGMT 44 Strategic Management (capstone) MKTG 0 Marketing Principles SCMA 0 Business Statistics I Maj requirements Advanced ce (flexible by maj) BUSN 2 Legal Environment of Business INFO 60 Business Infmation Systems MGMT 9 Leadership MKTG 0 Infmation f Marketing Decisions SCMA 20 Production/Operations Management Maj-specific courses MKTG 02 Marketing Problems MKTG 5 Buyer Behavi MKTG/INTL 20 International Marketing MKTG 0 Integrated Marketing Communications Select two of the following: 6 MKTG 5 MKTG 40 Experiential Marketing Digital Marketing Approved marketing electives 6 Total Hours 60 Total minimum requirement 20 credits Business general education electives Additional University Ce Education Curriculum approved courses 6 Any AFAM, ANTH, ANTZ, ARTH, BIOL, BIOZ, CHEM, CHEZ, CRJS, DANC, ENGL, ENVS, FRSC, FRSZ, HIST, INNO, INSC, INTL (except INTL 49), MASC, MATH, PHIL, PHYS, PHYZ, POLI, PSYC (except PSYC 24), RELS, SOCS, SOCY, USRP WRLD course Any feign language course Any hons-designated course taught outside of the School of Business Any of the following UNIV courses: UNIV 2 UNIV 2 Play course video f The Truth About Lying UNIV 27 UNIV 222 UNIV 299 Food f Thought The Truth About Lying Finding Your Voice in Contempary Society Pseudoscience What's the Big Idea? Marketing electives MKTG 25 Business-to-business Marketing MKTG 5 MKTG 40 Retail Management MKTG 40 Experiential Marketing MKTG 45 Selling in the Business Marketplace MKTG 442 Services Marketing MKTG 445 Nonprofit Marketing Digital Marketing MKTG 450 Product Development and Management MKTG 470 Field Project in Marketing MKTG 475 Hons Seminar in Marketing MKTG 49 Topics in Marketing (variable; no me than six credits) MKTG 492 Independent Study in Marketing - Students may select up to six credits from the following (each 6 course should be wth three credits): ACCT 06 BUSN 29/ INTL 27 BUSN 400 BUSN 40 ECON 0 ECON 0 ECON 07 ECON 2 FASH 4 FASH 42 FIRE 05 FIRE 09 FIRE 5 INFO 6 INFO 64 INNO 460 MGMT 2 Cost Accounting Introduction to Intercultural Communication Principles of Consulting International Consulting Practicum Microeconomic They Managerial Economics Money and Banking E-commerce and Markets f Infmation Goods Merchandise Planning and Control Retail Buying Simulation Principles of Real Estate Risk and Insurance Real Property Management Systems Analysis and Design Database Systems Product Innovation: da Vinci Project Survey of Entrepreneurship -
3 Marketing, Bachel of Science (B.S.) with a concentration in integrated marketing communications MGMT 89 MGMT/INTL 48 MGMT/INTL 49 MGMT 49 SCMA 02 SCMA 0 SCMA 50 SCMA 86 Managerial Skills Development International Management Doing Business in Europe Topics in Management Business Statistics II Business Analytics Introduction to Project Management Global Supply Chain Management Students must complete prerequisites f these courses as specified in the course description. What follows is a sample plan that meets the prescribed requirements within a four-year course of study at VCU. Please contact your adviser befe beginning course wk toward a degree. Freshman year INFO 60 Hours INFO 62 Digital Literacy: Spreadsheets Skills I SCMA 7 Mathematical Applications f Business UNIV Play course video f Focused Inquiry I Focused Inquiry I University Ce Education Curriculum approved courses 6-8 Term Hours: 4-6 BUSN 225 Winning Presentations INFO 6 Digital Literacy: Wd Processing Skills INFO 66 Digital Literacy: Database Skills SCMA 22 MATH 200 UNIV 2 Play course video f Focused Inquiry II Differential Calculus and Optimization f Business Calculus with Analytic Geometry -4 Focused Inquiry II University Ce Education Curriculum approved course -4 Sophome year Term Hours: 4-6 ACCT 20 Introduction to Accounting I BUSN 20 Foundations of Business ECON 20 Principles of Microeconomics UNIV 200 Inquiry and the Craft of Argument Open electives 2-5 Term Hours: 4-7 ACCT 204 Introduction to Accounting II ECON 2 Principles of Macroeconomics MKTG 0 Marketing Principles SCMA 0 Business Statistics I Open elective Juni year BUSN 25 Organizational Communication INFO 60 Business Infmation Systems MGMT 0 Managing People in Organizations MKTG 02 Marketing Problems MKTG 0 Infmation f Marketing Decisions FIRE Financial Management MGMT 0 Creativity and Ideation MGMT 9 Leadership MKTG 5 Buyer Behavi MKTG 5 MKTG 40 Seni year Experiential Marketing Digital Marketing BUSN 2 Legal Environment of Business MKTG 20 INTL 20 International Marketing International Marketing SCMA 20 Production/Operations Management Open electives 6 MGMT 44 Strategic Management MKTG 0 Integrated Marketing Communications MKTG 5 MKTG 40 Experiential Marketing Digital Marketing Approved marketing electives 6 Total Hours: 7-24 Total minimum requirement 20 credits MKTG 0. Marketing Principles. Hours. Semester course; lecture hours. credits. This course is restricted to students who have completed at least 26 credit hours (sophome standing). An introduction to the activities, set of institutions and processes f creating, communicating, delivering and exchanging offerings that have value f customers, clients, partners and society at large.
4 4 Marketing, Bachel of Science (B.S.) with a concentration in integrated marketing communications MKTG 02. Marketing Problems. Hours. Semester course; lecture hours. credits. Prerequisite: MKTG 0. This hours (juni standing). A case course requiring the seni marketing student to apply their knowledge in solving marketing managerial problems. Marketing majs should take this course in the semester immediately following the term in which they complete MKTG 0. MKTG 0. Infmation f Marketing Decisions. Hours. Semester course; lecture hours. credits. Prerequisites: MKTG 0; and MGMT 0, STAT 20, STAT 22. This course is restricted to students who have completed at least 54 credit hours (juni standing). Students receive an overview of the marketing research process. The course includes coverage of primary research, secondary data sources and marketing infmation systems. Students learn to apply research findings to marketing decisions. MKTG 5. Buyer Behavi. Hours. Semester course; lecture hours. credits. Prerequisite: MKTG 0. credit hours (juni standing). Study of the relevant psychological, sociological and anthropological variables that shape buyers' activities and motivations in household and ganizational decision-making. Throughout the course, students consider the issue of why consumers behave as they do in the marketplace and the nature of their choices as individual, family and institutional buyers. MKTG 20. International Marketing. Hours. Semester course; lecture hours. credits. Prerequisite: MKTG 0. credit hours (juni standing). Designed to help students develop an understanding of international marketing policies and the differences among feign marketing environments. Students compare and contrast domestic and international marketing and examine recent changes in the international marketing environment. Crosslisted as: INTL 20. MKTG 25. Business-to-business Marketing. Hours. Semester course; lecture hours. credits. Prerequisites: MKTG 0 and juni standing. This course focuses on strategy development f marketers whose customers include other businesses, the government and/ institutions. It exples the buying behavi of these ganizations and highlights how the product development and management processes f such customers differ from the processes used f consumer marketing. MKTG 0. Integrated Marketing Communications. Hours. Semester course; lecture hours. credits. Prerequisite: MKTG 0. This hours (juni standing). An overview of the steps required to develop an integrated marketing communications campaign. Topics include advertising, public relations, sales promotion, personal selling and direct marketing. Special emphasis is placed on the role of new technologies and interactive media. MKTG 5.. Hours. Semester course; lecture hours. credits. Prerequisite: MKTG 0. credit hours (juni standing). Examines the fundamental nature of personal selling in the promotion mix, including the sales process and the techniques used in perfming the selling function. Explains the diverse decisions and activities necessary to manage the outside sales fce efficiently and effectively to achieve the ganization's overall goals. MKTG 40. Retail Management. Hours. Semester course; lecture hours. credits. Prerequisite: MKTG 0. credit hours (juni standing). A comprehensive view of retailing and an application of marketing concepts in a practical retail managerial environment. Students learn to evaluate retail firms and to identify their strengths and weaknesses. MKTG 40. Experiential Marketing. Hours. Semester course; lecture hours. credits. Prerequisites: MKTG 0, MKTG 0 and juni standing. This course will introduce the student to topics and strategies involving brand experiences and experiential marketing tactics. Students will exple experiential marketing, a marketing strategy designed to cultivate positive brand-consumer experience through products, communication and staged brand experiences. Additional concepts to be examined include brand strategy, marketing and the five senses, event marketing, mobile marketing, ambush marketing, guerilla marketing, venues and sponsships, sampling, premiums, technology, social media, and data collection. MKTG 45. Selling in the Business Marketplace. Hours. Semester course; lecture hours. credits. Prerequisites: MKTG 0, MKTG 5 and juni standing. This course focuses on selling strategy and tactics f sales managers and field sales representatives whose customers include other businesses, government and/ institutions. Areas of concentration include preparing f, and conducting, effective business-to-business sales calls, including prospecting, scheduling customer sales meetings, needs identification, presentation and securing new business. MKTG 442. Services Marketing. Hours. Semester course; lecture hours. credits. Prerequisite: MKTG 0. This hours (juni standing). Students develop both a theetical and practical understanding of "the service product," including the role of customer service in retail and industrial settings. Students learn techniques f analyzing and improving service system design. Students develop an understanding of "quality" as it relates to service products, and they exercise a number of approaches f assessing and improving perceived service quality. MKTG 445. Nonprofit Marketing. Hours. Semester course; lecture hours. credits. Prerequisite: MKTG 0. This hours (juni standing). Examines the relationship between marketing and ganizational success in the nonprofit sect, as well as the impact of nonprofit ganizations on local, national and global economies. Through real-wld applications, students learn to combine marketing strategies and tactics with civic engagement, community service and cpate social responsibility. Students must complete a minimum of 20 service-learning hours with the nonprofit ganization that is the focus of the course.. Digital Marketing. Hours. Semester course; lecture hours. credits. Prerequisites: MKTG 0 and MKTG 0. This course is restricted to students who have completed at least 54 credit hours (juni standing). Examines Internet marketing as a necessary ingredient to successful wldwide marketing strategy. Students analyze markets using Web-based techniques f market evaluation, competitive analysis, market comparison and selection. Discussion includes comparison of e-business versus traditional business perspectives on marketing strategies and tactics. Crosslisted as: INTL 448.
5 Marketing, Bachel of Science (B.S.) with a concentration in integrated marketing communications 5 MKTG 450. Product Development and Management. Hours. Semester course; lecture hours. credits. Prerequisite: MKTG 0. This hours (juni standing). Study of the role of marketing in developing and managing products. Essential concepts include the use of project teams f product development and the application of a new product development process. Topics include innovation, technology, listening to the voice of the customer, product design, branding, positioning and product life-cycle management. MKTG 470. Field Project in Marketing. Hours. Semester course; credits. Prerequisite: MKTG 0. This course is restricted to students who have completed at least 54 credit hours (juni standing). Students take part in a real-wld project under faculty supervision, with the topic announced in advance. Examples include conducting a marketing research project, creating an advertising campaign, writing a marketing case study about an existing business and developing a marketing plan. MKTG 475. Hons Seminar in Marketing. Hours. Semester course; lecture hours. credits. Prerequisites: MKTG 0 and permission of department chair. This course is restricted to students who have completed at least 54 credit hours (juni standing). Students conduct research about maj firms in the Richmond region. Chief marketing officers of these firms teach students about current marketing issues and evaluate the students' projects. MKTG 49. Topics in Marketing. - Hours. Semester course; variable hours. Variable credit, with a maximum total of credits per course. F marketing majs, a maximum total of 6 credits f all topics courses. Prerequisite: MKTG 0. An in-depth study of a selected business topic, to be announced in advance. MKTG 492. Independent Study in Marketing. - Hours. Semester course; - credits. F marketing majs, a maximum total of credits f all MKTG 492 courses. Prerequisites: MKTG 0, juni standing and permission of adviser and department chair pri to course registration. Intensive study research under supervision of a faculty member in an area not covered in depth contained in the regular curriculum. MKTG 49. Internship in Marketing. Hours. Semester course; credits. Prerequisites: seni standing in the maj offering the internship and permission of the department chair. Intention to enroll must be indicated to the instruct pri to during advance registration f semester of credit. Involves students in a meaningful experience in a setting appropriate to the maj. Graded as pass/fail at the option of the department.
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