Marketing

All programs offered by the Foster College of Business Administration, Bradley University, are accredited by the AACSB International: The Association to Advance Collegiate Schools of Business.

FACULTY Professors Baer, Griffin, Hill; Associate Professors Bond (chair), Johlke, O'Brien; Assistant Professors Burton, Garrett, Iyer; Instructors Choate, Rottier.

Marketing is the backbone of the free enterprise system where individual firms compete to satisfy the demands for goods and services of consumers, businesses, and government. Marketing is a human process by which the successful contemporary organization discovers the needs and desires of its customers and adapts its goods and services to fulfill needs, wants, and desires. This process requires planning, research and analysis in areas such as product, pricing, promotion, and distribution.

The Curriculum in General

The Department of Marketing offers a flexible professional program with a major in marketing that also allows the pursuit of a specific curriculum path designed to prepare the individual for entry into a marketing career area. This thorough background in general marketing techniques and the opportunity to pursue a marketing specialization are further enhanced by provision of a variety of opportunities to receive practical business and marketing experience. Through courses such as MTG 304, 341, 381, 480, and 490 as well as a required College course, BMA 452, the student can gain valuable experience in such areas as marketing research, advertising, marketing strategy, and sales. This form of learning can give more meaning to the academic work and help to develop a greater appreciation for the value of marketing. Marketing majors may choose from concentrations in professional selling and social media marketing. Non-marketing majors may earn minors in marketing, professional selling, or social media marketing.

Marketing Major

Requirements

To major in marketing, a student must earn a minimum of 24 semester hours credit in marketing courses with the following requirements:

  1. Required courses:
    • MTG 205 Marketing Presentations - 1.5 hrs.
    • MTG 315 Principles of Marketing - 3 hrs.
    • MTG 341 Marketing Research I - 3 hrs.
    • MTG 490 Managerial Marketing - 3 hrs.
  2. Students may count a maximum of 3 credit hours of 100-200 level marketing courses toward the 24 semester hours in marketing.
  3. Students must obtain a minimum grade average of "C" in their marketing courses, as well as complete the university and college requirements. Students will also be required to take, in residence, a minimum of 9 semester hours of marketing courses beyond MTG 315.

Concentration in Professional Selling

The concentration in professional selling requires 13.5 hours of specific coursework in addition to those required for the major, but does not require hours beyond the major's elective requirements.

  • MTG 304 Professional Selling - 3 hrs.
  • MTG 384 Sales Management - 3 hrs.
  • MTG 404 Advanced Professional Selling - 3 hrs.
  • MTG 420 Business Marketing - 3 hrs.
  • MTG 493 Experiential Learning/Sales - 1.5 hrs.
    13.5 hours

Concentration in Social Media Marketing

The concentration in social media marketing prepares graduates to address the growing influence of social media on the marketing programs of businesses, institutions, and governments. The concentration requires 12 hours of specific coursework within the 13.5 elective hours of the marketing major.

  • MTG 350 Consumer Behavior - 3 hrs.
  • MTG 381 Integrated Marketing Communications - 3 hrs.
  • MTG 391 Social Media Marketing - 3 hrs.
  • One 3-hour course from the following list that represents potential domains for the application of social media:
    • MTG 355 Sports Marketing
    • MTG 304 Professional Selling
    • MTG 393 Retailing
    • MTG 405 Strategic Advertising Cases
    • MTG 410 Services Marketing
    • MTG 420 Business Marketing
    12 hours

Career Paths

The curriculum flexibility and diversity within the marketing program allow the individual to specialize in a particular marketing area. The marketing specialization areas shown below identify suggested elective courses most useful to a particular specialization. Regardless of electives chosen, each student must satisfy the marketing major requirements outlined in the previous section.

Advertising Specialization

Suggested Marketing Electives

  • MTG 304 Professional Selling
  • MTG 350 Consumer Behavior
  • MTG 381 Integrated Marketing Communications
  • MTG 405 Strategic Advertising Cases

Other Suggested Courses

  • ART 305 Editorial Design
  • COM 300 or 325
  • PSY 308 Social Psychology

Marketing Research Specialization

Suggested Marketing Electives

  • MTG 350 Consumer Behavior
  • MTG 360 Product and Price Strategy
  • MTG 400 Topics in Marketing
  • MTG 441 Marketing Research II
  • MTG 492 Independent Study or Research in Marketing

Other Suggested Courses

  • An additional advanced writing course beyond the 300-level university requirement; ENG 305 Technical Writing or ENG 306 Business Communication is encouraged.
  • BMA 374 Database Management and Administration or QM 326 Business Forecasting
  • PSY 415 Intermediate Statistics for Psychology

Marketing Management Specialization

Suggested Marketing Electives

  • MTG 346 International Marketing
  • MTG 360 Product and Price Strategy
  • MTG 370 Marketing Channels or MTG 309 Marketing Logistics
  • MTG 384 Sales Management
  • MTG 420 Business Marketing

Other Suggested Courses

  • ECO 332, 333, or 335
  • BMA 372 Management Information Systems
  • PSY 310 Industrial and Organizational Psychology

Retailing Specialization

Suggested Marketing Electives

  • MTG 304 Professional Selling
  • MTG 350 Consumer Behavior
  • MTG 360 Product and Price Strategy
  • MTG 370 Marketing Channels or MTG 309 Marketing Logistics
  • MTG 393 Retailing
  • MTG 410 Services Marketing

Other Suggested Courses

  • FCS 140 Introduction to Family and Consumer Sciences or FCS 336 The History of Fashion
  • BMA 357 Leadership and Interpersonal Behavior or BMA 382 Entrepreneurship

Industrial Marketing/Sales Management Specialization

Suggested Marketing Courses:

  • MTG 304 Professional Selling
  • MTG 346 International Marketing
  • MTG 360 Product and Price Strategy
  • MTG 370 Marketing Channels or MTG 309 Marketing Logistics
  • MTG 384 Sales Management
  • MTG 420 Business Marketing
  • MTG 492 Independent Study or Research in Marketing

Other Suggested Courses:

  • At least one speech course beyond the 3-hour University requirement; COM 305 The Persuasive Process is particularly recommended.
  • PSY 308 Social Psychology or PSY 310 Industrial and Organizational Psychology
  • SOC 100 The Sociological Perspective
  • BMA 356 Human Resource Management or BMA 357 Leadership and Interpersonal Behavior

Suggested Course Sequencing

A recommended course sequence for marketing, Foster College of Business Administration, and basic skills courses follows. Elective courses should be chosen with care to ensure that the University general education and Foster College of Business Administration requirements are met.

Freshman Year

  • ATG 157 Accounting Principles - 3 hrs.
  • ENG 101 English Composition - 3 hrs.
  • COM 103 The Oral Communication Process - 3 hrs.
  • MTH 115 Brief Calculus with Applications I - 4 hrs.
  • BUS 100 Contemporary Business - 3 hrs.
  • Recommended Electives
  • General Ed, behavioral sciences, or free electives - 12 hrs.
  • MTG 150 Marketing in a Dynamic World - 1.5 hrs.
  • BMA 172 / Competency Exam - 1 hr.

30.5 hours

Sophomore Year

  • ATG 158 Accounting Principles - 3 hrs.
  • BUS 210 Team Dynamics - 1 hr.
  • ECO 221, 222 Principles of Economics - 6 hrs.
  • MTG 205 Marketing Presentations - 1.5 hrs.
  • QM 262 Quantitative Analysis I - 3 hrs.
  • QM 263 Quantitative Analysis II - 3 hrs.
  • General Ed, Behavioral Sciences, or free electives - 15 hrs.

32 .5 hours

Junior Year

  • BUS 220 Career Planning Strategies - 1 hr.
  • ENG 300, 301, 304, 305, or 306 Advanced Writing - 3 hrs.
  • MTG 315 Principles of Marketing - 3 hrs.
  • MTG 341 Marketing Research - 3 hrs.
  • Marketing Electives - 6 hrs.
  • FIN 322 Business Finance - 3 hrs.
  • IB 206 Introduction to International Business - 2 hrs.
  • BMA 342 Legal Environment of Business - 3 hrs.
  • BMA 352 Management and Organization Theory - 3 hrs.
  • BMA 372 Management Information Systems - 3 hrs.
    30 hours

Senior Year

  • BMA 353 Operations Management - 3 hrs.
  • BMA 452 Strategic Management and Business Policy - 4 hrs.
  • Economics Jr.-Sr. Elective - 3 hrs.
  • MTG 490 Managerial Marketing - 3 hrs.
  • Marketing Electives - 9 hrs.
  • General Education and free electives - 9 hrs.

31 hours

Minors in Marketing

Fifteen hours of course work are required for the minors.

Transfer policies for minors are the same as those for Foster College of Business Administration majors. Grades of "D" in business courses will not be accepted as transfer hours in the Foster College of Business Administration, but may be counted by the university. Prior approval of transfer credit must be secured from the chair of the Department of Marketing. A minimum cumulative GPA of 2.00 must be earned in all courses taken at Bradley and in the minor.

Marketing minors whose major is also from the Foster College of Business Administration must have at least 12 hours in courses that are unique from those used to fulfill their major requirement.

The marketing minors are not open to marketing majors. No student may minor in marketing and professional selling.

I. Marketing Minor

While marketing majors have a variety of in-depth exposures to this important and productive field, other students at Bradley may benefit from marketing courses as well. The marketing minor enhances other programs of study and provides career flexibility. Students with a minor in marketing will:

  • Benefit from enhanced employment opportunities; 
  • Develop an understanding of the marketing and customer issues applicable to all firms; and 
  • Learn communication skills that will facilitate cross-functional relationships with marketing personnel.

Marketing Minor Requirements

  • ECO 100 Introduction to Economics or ECO 221 Principles of Microeconomics 3 hrs.
  • MTG 315 Principles of Marketing 3 hrs.
  • Marketing Electives (numbered 300 or above) 9 hrs.

15 hours

II. Minor in Professional Selling

The minor in professional selling will add additional career choices for students in a variety of majors.

Minor in Professional Selling Requirements

  • MTG 304 Professional Selling - 3 hrs.
  • MTG 315 Principles of Marketing - 3 hrs.
  • MTG 384 Sales Management - 3 hrs.
  • MTG 404 Advanced Professional Selling - 3 hrs.
  • MTG 420 Business Marketing - 3 hrs.

15 hours

III. Minor in Social Media Marketing

The Social Media Marketing Minor prepares students for addressing a critical area of concern to retailers, sports marketers, non‐profit marketers, and other entities that wish to create a community around their market offerings. Organizations across a broad array of market sectors are heavily engaged in social media marketing and foresee continued expansion of those activities.

Specific objectives:

  • Build a foundation in consumer behavior that allows students to understand the mechanisms that may be influenced through social media (e.g., social identity, product perceptions, consumer motivation, attitude formation).
  • Develop an understanding of the basic principles underlying consumer information processing.
  • Develop a framework for understanding firm decisions regarding goals and objectives for marketing programs and the implications for the use of social media.
  • Be able to support the integration of social media into the marketing mix decisions of the firm (e.g., customer communication, community‐building, generation of product enhancement ideas, customer feedback).

Minor in Social Media Marketing Requirements

  • MTG 315 Principles of Marketing - 3 hrs.
  • MTG 350 Consumer Behavior - 3 hrs.
  • MTG 381 Integrated Marketing Communications – 3 hrs
  • MTG 391 Social Media Marketing – 3 hrs.
  • One the following 3-hour courses, which represent potential domains for the application of social media:
    • MTG 355 Sports Marketing
    • MTG 304 Professional Selling
    • MTG 393 Retailing
    • MTG 405 Strategic Advertising Cases
    • MTG 410 Services Marketing
    • MTG 420 Business Marketing
    15 hours


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