Business Administration Major

Marketing Emphasis

Marketing is critically important in business today. Customers are the lifeblood of any organization. Companies must understand the marketplace and buyer needs and wants if they want to grow and compete effectively. Marketers constantly monitor customers and competitors to find a better way to design and deploy the firm’s core competences to serve customers at a profit. This helps to set a firm’s strategic direction.

The two major functions of marketing are to acquire and retain customers. Marketers attract customers by identifying potential needs, developing products and services that they want, creating awareness and communicating benefits. Marketers retain customers by ensuring that they get great values, outstanding service and innovative products.

The marketing program at Concordia University seeks to understand both consumers and business customers. Emerging global markets and exploding technological advancements have increased the worldwide competition. This provides exciting business challenges that Concordia’s marketing curriculum seeks to address. The program will continue to monitor changes in industry and update the program to ensure that you will be competitive in the marketplace.

Program Goals

Application of Marketing Theory

Concordia University’s marketing emphasis curriculum focuses on real world business applications. This gives us a competitive advantage and differentiates us from other schools. You are able to understand and apply current marketing theory in today’s business situations because of the project-oriented courses.

Integration of Arts and Sciences

Marketing has always crossed functional and departmental boundaries and integrated various academic disciplines. Marketing methods consist of contributions from many of the social sciences—psychology, sociology, anthropology and economics. Marketing research incorporates statistics and analysis. Advertising brings in the disciplines of communication and art.

Program Scope

A marketing emphasis will expose you to creative classes, marketing basics, advanced programs, business management, customer relations, sales and communications. You may also specialize in areas such as international marketing, e-commerce or research. At Concordia, the marketing program emphasizes the following:

Marketing Operations: This includes the overall understanding of marketing and how to execute marketing functions in order to attract customers.
Marketing Strategy: This category prepares you to understand how an organization positions itself against its competition in the market place.
Relationship Marketing: You will learn to be aggressive in building relationships with consumers, customers, distributors, partners and even competitors in order to have success in the competitive market place.
Market Research: You are involved in the process of design, development and analysis of information to make intelligent business decisions.
Emerging Technologies: You learn how to identify and use innovative technologies to enhance the marketing process.

Career Paths

The demand for marketing professionals continues to grow as today’s organizations place greater emphasis on effective marketing as a means of achieving their goals. The discipline of marketing will provide you with outstanding career opportunities in:

Advertising
Brand/Product management
Industrial Marketing
International Marketing
Logistics (Distribution)
Market Research
Product Development
Public Relations
Retailing
Sales and Sales Management

Curriculum

See the Marketing emphasis flowchart.

Download the Marketing emphasis flowchart.

Business Administration Core	33 units
ACT 211: Financial Accounting Basic elements of accounting and methods of gathering and reporting financial data. Includes a study of financial statements; journalizing financial transactions; merchandising activities; investments in property, plant and equipment; and depreciation as it applies to corporations. Prerequisite: BUS 201.	3
ACT 212: Managerial Accounting Management decision-making based on accounting concepts. Includes equity financing, introduction to management accounting, cost terms and concepts, cost accumulation systems, product costing systems and analyzing cost behavior patterns, including cost-volume-profit relationships. Prerequisite: ACT 211.	3
BUS 251: Legal Environment of Business A study of law with emphasis on United States law, including sources, courts, procedures, torts and laws pertaining to the business environment. Examples are law of agency, contracts, product liability, government regulations, business organizations and ethics in American business.	3
BUS 261: Information Technology This class covers theoretical and practical aspects of business application programs like spreadsheets, databases, word processing, publishing and Internet tools as used to develop, analyze and communicate information and business processes. Office application programs like Microsoft Excel, Word, PowerPoint, Access, Project, Visio and email applications used for business analysis and problem solving strategies.	3
BUS 224: Business Writing and Presentation The study and practice of effective strategies for clear communication on the job. This course examines both written and oral business communication as well as using technology to access and share information.	1
BUS 475: Business Strategy Capstone course integrating the numerous business management courses. The student uses the case method and computer simulation to conduct external and internal assessment and identify key strategic issues. The student will identify and choose from alternate strategies and defend those choices. The student learns to conduct a strategic analysis and make sound strategic decisions. A strategic project of a real company is required. Prerequisites: Business major with senior standing and ACT 212, MGT 321 and MKT 341.	3
BUS 483: Business Ethics An ethical evaluation involving ideals, laws and relationships utilized by the business community. Issues include bribery, employer/employee rights, assumption analysis, philosophy, culture of the corporation and product liability. Prerequisite: Business or economics major with senior standing.	3
BUS 490: Internship The business internship is a practical business working experience. Students must meet the internship director for advice on placement and approval before beginning this class. Regular student reports and written feedback from the sponsoring businesses demonstrate the skills that are acquired during the internship. Prerequisite: Business major with junior or senior standing and MGT 321. or ESS 490: Sport Management Internship	2
ECO 201: Macroeconomics A survey of the scope and methods of the study of economics; the principles underlying the production, exchange, distribution and consumption of wealth; and various economic problems. The systematic investigation of the market structure of American capitalism, encompassing the production and distribution of income, welfare economics and current domestic problems. or ECO 202: Microeconomics An introduction to specific aspects of the economy such as households, firms and markets. The investigation of supply and demand in the product market, the perfectly competitive market, monopoly and imperfect competition and the role of government in private economy. Attention will be given to economic challenges of the future.	3
FIN 331: Finance Introduction to principles and practices of managerial finance. Sources and methods of raising capital, cash flow analysis, financial statement analysis, financial markets and stockholder equity concerns. Additional concepts include decision making with risk and use of operating and financial leverage. Prerequisite: General education math requirements and ACT 212.	3
MGT 321: Management Introduction to management principles in the area of planning, organizing, staffing, and controlling with emphasis on responsibility and authority, delegation and decentralization, line-staff relationship organization charting, communication and reaction to change. Additional emphasis on interpersonal skills, motivation, leadership, and managing the organization’s resources. Prerequisite: BUS 201 and 224. Recommended prerequisite: ECO 201 or 202.	3
MKT 341: Marketing Introduction to the basic elements of modern marketing, including market research, identifying target customers, developing product offers, branding, pricing, marketing communications and distribution channels. Prerequisite: BUS 201. Recommended prerequisite: ECO 201 or 202.	3
Marketing Emphasis	21 units
MKT 353: Professional Selling A comprehensive overview of basic selling principles and skills. Each of the major areas to selling will be explored and discussed: prospecting, communication skills, building rapport, presentation skills, negotiation, closing and customer service/follow-up. Students will create a sales portfolio emphasizing each skill area. Prerequisite: MKT 341 or concurrent enrollment.	3
MKT 371: Internet Marketing This course focuses on developing and implementing strategies for successfully marketing goods, services and ideas on the Internet. Includes history and emergence of e-commerce, web analytics and effective web design and strategies. Prerequisite: MKT 341.	3
MKT 442: Marketing Research A comprehensive overview of marketing research, providing information for marketing decision making. Problem identification and problem solving research. Student develops competence in survey methods applying analysis techniques including frequency distributions, cross tabulations and correlation analysis. Prerequisite: General education math requirements and MKT 341.	3
MKT 445: International Marketing A study of the marketing concepts and analytical processes used in the development of programs in international markets. Includes international trade concepts, cultural dynamics, business customs, multinational and developing markets, and the influence of political, legal and geographic factors on international marketing. Marketing reports for major countries will be prepared for marketing products and services in a specific country. Prerequisite: MKT 341.	3
MKT 475: Marketing Strategy This course looks at a framework for developing marketing strategies that yield a distinctive competitive advantage based on customer and competitor analysis. Case studies are used which require a realistic diagnosis of company problems, development of alternative courses of action and the formulation of specific recommendations. This course is designed to give the student an opportunity to utilize all the managerial and analytical tools that they have acquired. Prerequisite: MKT 371, 442 and 445.	3
Choose two* of the following courses:*
COM 422: Studies in Public Relations Public relations as a communication discipline with an emphasis on developing and implementing campaigns. Presentations by PR professionals and in-class projects/exercises address specific topics including public relations in nonprofit organizations, corporate and social responsibility, media relations, technology and ethical issues.	3
MGT 323: The Global Enterprise An overview of world trade and investment patterns and international sourcing, marketing, and management for global businesses. Special emphasis on international trade theory, the world financial environment, and the role of multinational corporations including international sourcing, marketing, and management for global business. Prerequisite: MGT 321. or MGT 351: Diversity in Organizations Examination of the impact of diversity, culture, and ethnic origin on the work experience in preparing individuals to meet the challenge of cultural diversity in organizations. Emphasis is placed on how race, religion, age, sex and gender, sexual orientation, physical and mental ability, work and family, weight and appearance, international diversity, theories, legislation and organizational philosophy interact to create a set of rules for acceptable behaviors in complex organizations. Prerequisite: BUS 201.	3
MKT 344: The Advertising Agency A managerial approach to promotional campaign development with an emphasis on advertising strategy as a component of the total market mix. Students will apply research techniques to target audience identification, message development, creative executive and media planning. A complete campaign will be designed for a specified client. Prerequisite: MKT 341 or concurrent enrollment.	3
MKT 355: Business and Service Marketing A practical approach to understanding and implementing marketing strategies as applied to the business and service sectors. Applications in health care, financial, and hospitality industries will be addressed. Prerequisite: MKT 341.	3
MKT 363: Computer Graphics This course uses Adobe Photoshop or a similar product. The purpose of the course is to develop student skills in the creation and execution of computer graphics for advertising, illustration or enhancement of business products.	3
MKT 365: Computer Graphics with Motion This course uses Adobe Premier or a similar product. The purpose of this course is to develop student skills in the creation and execution of animated computer graphics for advertising, illustration or enhancement of business products.	3

For questions about the Marketing emphasis, contact:

Prof. Carolyn Shiery
carolyn.shiery@cui.edu
(949) 214-3369

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