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B.S. in Marketing

Saint Mary’s University of Minnesota’s Bachelor of Science in Marketing is designed to prepare individuals for a variety of careers in marketing.

Marketing professionals do more than advertising: they also conduct research, study consumer behavior, and manage logistical operations. Marketing professionals include customer service managers, web designers, public relations professionals, and purchasing agents. Marketers help lead organizations using strategic management skills.

To study marketing is to study how organizations understand consumer behavior and then develop, promote, and deliver products and services that meet both consumer needs and organizational objectives. Foundationally, the program also emphasizes the importance of the exchange between customers and organizations, as well as the significance of customer-centered strategies.

B.S. in Sales and Marketing

Saint Mary's offers the related B.S. in Sales and Marketing program for students interested in studying sales in addition to marketing. 

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In-class and Online Learning

A significant percentage of coursework is delivered via a blended format. Each of the core courses plus the final Capstone course are comprised of both in-class and online sessions.

The in-class sessions provide students the opportunity to work face-to-face with colleagues and faculty. The online sessions provide students with the convenience of not needing to be on campus, plus the learning opportunities afforded in an online environment.

Considering a Graduate Degree?

Saint Mary's also offers Master of Business Administration (MBA) and Master of Science in Project Management programs.

Locations

This program is offered at our Twin Cities and Apple Valley locations.

Degree Requirements

Degree Requirements

A minimum of 122 semester credits is required for graduation with the bachelor of science degree from Saint Mary's University.  All students must meet the general education requirements.  A minimum of 36 credits is needed to complete the B.S. in Marketing program.

Required Marketing Courses 18 cr.
Required Business Course  3 cr.
Required Communication Courses  6 cr.
Required Capstone Course  3 cr.
Elective Courses  6 cr.
Total  36 cr.

 


Required Marketing Requirements: 18 cr.

(take 2 of the 3 ethics courses MK300, MK302, or MK307.

MK300 Principles of Marketing (3 cr.)

This course addresses the role of marketing in organizations.  It examines the fundamental marketing mix elements of product, price, placement, and promotion that comprise organizational marketing strategies. It further explores how the marketing mix elements are strategically implemented to create and deliver products, services, or ideas to consumers.

Upon completion of this course, students are expected to be able to do the following:

  1. Identify the basic marketing mix elements of product, pricing, placement, and promotion.
  2. Explain how organizations coordinate the marketing mix elements as part of their strategic marketing initiatives in the context of various environmental situations.
  3. Recognize the various theoretical perspectives on consumer buying behavior as a means for better meeting the needs and wants of target customers.
  4. Review the basic approaches and uses of marketing research as a means for understanding consumer and business buying practices.
  5. Demonstrate how market segmentation, product positioning and target marketing are used to enhance organizational success.
  6. Appraise the ethical issues facing contemporary marketing efforts.
  7. Evaluate the various elements that make up the marketing function, and propose a strategic marketing approach that is aligned with organizational goals.

MK302 Marketing Ethics (3 cr.)

This course introduces students to the moral and social issues that arise in the marketing profession. It examines implications of how marketing efforts impact consumers and society. It also examines the legal and regulatory forces that impact how marketers conduct business. Ethical concepts and frameworks used to resolve moral dilemmas are presented.

Upon completion of this courses, students are expected to be able to do the following:

  1. Describe the moral and social issues that impact marketing initiatives and professions.
  2. Analyze the impact of various marketing efforts on individual consumers and consumer groups.
  3. Analyze the impact of various marketing efforts on society as a whole.
  4. Examine the values that society expects marketers to uphold when conducting business.
  5. Understand and follow the ethical codes of conduct prescribed for marketing professionals.
  6. Identify the legal and regulatory forces that impact marketing practices.

MK303 Green Marketing (3 cr.)

This course examines the relationship between company marketing efforts and the earth's physical environment. The impact of traditional marketing efforts on the earth's natural resources is examined. Also examined is the role of environmental resource management as it pertains to the development, production, distribution, and promotion of goods and services. Earth-friendly marketing strategies for the 21st century are analyzed. Finally, emerging green marketing trends are examined.

Upon completion of this course, students are expected to be able to do the following:

  1. Assess the impact of traditional marketing practices on the earth and its natural resources.
  2. Analyze the impact of traditional marketing practices on human health.
  3. Describe the concept and role of green marketing in the 21st century.
  4. Identify some of the legal and regulatory forces that govern the impact of marketing on the earth's physical environment.
  5. Develop a green marketing strategy that is applicable to a specific business operation.
  6. Analyze emerging trends in green marketing theory and practice.
  7. Assess the ethical issues associated with green washing and other pseudo-environmental marketing tactics.
     

MK304 Technology Enhanced Consumer & Trend Analysis (3 cr.)

This course explores the theories and frameworks that business and marketing strategists need for assessing consumer behavior and industry trends. The impact of consumer buying behaviors and various business environment factors on marketing initiatives is examined. Also examined are future consumer and industry trends. The use of geographic information systems (GIS) technology to analyze consumer purchasing is reviewed. The course also examines the contributions of the social sciences in understanding the sociological and psychological elements that influence buying behaviors.

Upon completion of this course, students are expected to be able to do the following:

  1. Assess the impact that various business environment factors have on organizational marketing initiatives.
  2. Describe the theories and practices of consumer behavior as applied to marketing.
  3. Identify the relevant sociological and psychological factors – demographics, personality, culture and values, lifestyle, social status, psychographics, and reference groups – that affect buying behavior.
  4. Analyze future trends in the development, manufacturing, selling and purchasing of goods and services.
  5. Utilize geographic information systems (GIS) technology to analyze consumer purchasing trends.
  6. Utilize consumer behavior concepts in developing strategic marketing initiatives.
  7. Evaluate current marketing activities that organizations use to influence buying behaviors, and recognize the impact of these activities on the buying behaviors of oneself.

MK306 Digital Marketing (3 cr.)

This course covers the role of the Internet and associated technologies in contemporary marketing, from product and pricing considerations to new distribution and promotional channels. The role of digital media in creating a customer experience and facilitating business sales and advertising is examined. Also examined is the buying behavior particular to business-to-consumer and business-to-business digital relationships. Key components of the digital marketing mix used to facilitate the development of a digital marketing plan and a supporting budget are presented.

Upon completion of the course, students are expected to be able to do following:

  1. Identify the most relevant new digital media trends.
  2. Utilize digital media channels to create greater consumer experience and involvement.
  3. Evaluate the appropriateness of various digital channels.
  4. Calculate digital marketing return on investments (ROI).
  5. Recognize common mistakes to avoid for ensuring digital marketing success.
  6. Utilize a digital marketing planning framework to create an effective new media strategy.
  7. Examine the social, legal, and ethical issues that impact digital marketing efforts to include issues involving data privacy.
     

 

MK307 Social Marketing (3 cr.)

This course examines the use of marketing principles and concepts for the purpose of improving society. Societal issues ranging from health and safety to community involvement, which can benefit from social marketing efforts, are examined. Also examined is the concept of using marketing to encourage people to change behaviors to improve their lives and benefit society. Social marketing strategies for the 21st century are analyzed. Finally, emerging social marketing trends are examined.

Upon completion of this course, students are expected to be able to do the following:

  1. Describe social marketing and the implications for its use.
  2. Evaluate a variety of health, safety, environmental, and community-related issues that can be influenced by social marketing efforts.
  3. Analyze how the various components of marketing can be used to influence human behavior for the purpose of promoting social change.
  4. Assess the effectiveness of various social marketing campaigns that have been implemented by various organizations.
  5. Develop a social marketing strategy that addresses a specific societal issue.
  6. Analyze emerging trends in social marketing theory and practice.

MK310 Promotion & Communication (3 cr.)

This course examines the tools of promotion and communication used in organizational marketing efforts. Topics include advertising, direct marketing, sales promotions, public relations, and personal selling. Message development and communication approaches for various types of promotion are discussed. Legal and ethical issues related to marketing promotions and communications are also considered.

Upon completion of this course, students are expected to be able to do the following:

  1. Examine the attributes and dynamics of each of the communications and promotional mix elements of advertising, direct marketing, sales promotions, public relations, and personal selling.
  2. Assess the strengths, weaknesses, appropriateness of use, and relative costs of each of the communications and promotional mix elements.
  3. Analyze how the communications and promotional mix elements are coordinated to effectively market products and services to target audiences.
  4. Identify the required steps in developing effective marketing communications to include determining the communication objectives, designing the message, choosing appropriate media, and measuring consumer feedback.
  5. Plan a promotional campaign that implements communications and promotional mix elements plus communications techniques that are appropriate to the target audience.
  6. Examine the contemporary legal and ethical issues surrounding marketing communications and promotions.

Required Business Course: 3 cr.

BU407 Financial Management (3 cr.)

This course is an introduction to the theory and practice of financial management of organizations. Topics covered include the assessment of types of business entities and capital acquisition sources, basic financial statement analysis, the assessment of how income taxes impact the financial decision-making process, the evaluation of capital projects using the time value of money concepts, management of an entity's current assets and current liabilities, and the maximization of shareholder wealth.

Upon completion of this course, students are expected to be able to do the following:

  1. Identify and describe the various forms of business organizations and the different ways in which they are financed.
  2. Explain the tax and financial reporting requirements for different types of business entities.
  3. Apply the principles of managing current assets and current liabilities to different types of business entities.
  4. Assess the existence of management problems or opportunities by analyzing company financial statements and making comparisons to other companies in the same industry.
  5. Compute present values and use them in financial decision making.
  6. Prepare cash flow budgets.
  7. Prepare a breakeven analysis for profit planning.

Communication Courses: 6 cr.

COM309 Professional Writing (3 cr.)

This course provides strategies for developing a clear, concise professional writing style. A variety of writing formats are addressed. Research for professional documents, writing in an electronic environment, and collaborative writing are considered. Voice, style, audience, purpose, the writing process, and strategies for editing and revision are examined in the context of interpersonal and ethical dimensions.

Upon completion of the course, students are expected to be able to do the following:

  1. Write effectively in various forms of professional writing.
  2. Demonstrate writing in a professional environment.
  3. Exhibit a professional voice and writing style.
  4. Effectively incorporate relevant research into professional writing.
  5. Understand and apply the writing process to diverse audiences and purposes.
  6. Effectively incorporate elements of professional document design into print and electronic documents.
  7. Employ professional revision and editing skills.
     

COM310 Oral Communications (3 cr.)

Communication skills pertinent to organizational settings form the foundation of this course.  Effective methods for design and delivery of oral communication are examined. Other topics include communication styles, effective listening, interpersonal communication skills, dynamics of small group communication and persuasive speaking, all in the context of professional workplace communications.

Upon completion of the course, students are expected to be able to do the following:

  1. Demonstrate effective oral communication skills.
  2. Demonstrate effective and active listening skills.
  3. Recognize and adapt to differing communication styles.
  4. Demonstrate skill in interpersonal communication.
  5. Understand small group dynamics.
  6. Demonstrate persuasive speaking techniques.
  7. Effectively create and utilize graphics or other appropriate media in professional presentations.
  8. Deliver organized, professional informational and persuasive presentations.
     

Required Capstone: 3 cr.

BU490 Strategic Management Capstone (3 cr.)

This course integrates knowledge and skills developed in a student’s major course of study. Students integrate and apply knowledge and skills acquired throughout their academic programs. Students also demonstrate professional communications via written reports and oral presentations, outline continuing education strategies, and analyze ethical and diversity issues in business organizations.

Upon completion of this course, students are expected to be able to do the following:

  1. Demonstrate critical thinking skills related to their major field of academic study.
  2. Analyze the environmental variables and available resources affecting business-related issues and strategies.
  3. Synthesize various business-related strategies.
  4. Identify management principles relevant for business professionals.
  5. Assess the impact of ethical decisions in various business organizations.
  6. Address diversity in various business environments.
  7. Develop strategies for continuing education in their academic field of study.
  8. Communicate using inclusive methods in a variety of modes.
  9. Recognize current trends in their academic field of study.
  10. Demonstrate interpersonal communication and collaboration skills required in various business settings.
     

Elective Courses: 6 cr.

MK400 Market Research (3 cr.)

This course covers the fundamentals of the theory and design of market research and the analysis and use of research results in making marketing decisions. Applications of market research for various sizes and types of companies are considered.

Upon completion of this course, students are expected to be able to do the following:

  1. Describe the fundamentals of marketing research and explain the implications for its use in strategic marketing initiatives.
  2. Identify the statistical measurements used in marketing research design, and recognize the types of results that each statistical measurement yield.
  3. Compare and contrast quantitative versus qualitative data analysis and collection methodologies used in marketing research designs.
  4. Develop a marketing research plan, and explain the relevance to the marketing research initiative of each of the plan’s components.
  5. Examine the techniques used for reporting marketing research results.
  6. Examine the ethical issues relating to contemporary marketing research efforts.
     

MK420 Advertising Design (3 cr.)

This course involves the study of art and design used in the marketing of products and services. The principles of artistic composition, color, shape, and form used in commercial art is examined. Emphasis is placed on the need for business professionals to understand the fundamental aesthetic principles of advertising design to help ensure successful promotional campaigns

Upon completion of this course, students are expected to be able to do the following:

  1. Identify the main design elements used in commercial art.
  2. Discuss how art is used to communicate a commercial message.
  3. Recognize how advertising impacts various psychological states to influence consumer buying behavior.
  4. Analyze the aesthetic components of an effective advertisement.
  5. Examine various creative processes used in advertising design.
  6. Design original commercial advertisements.
     

MK430 Product Life Cycle Management (3 cr.)

This course focuses on managing products and services throughout their life cycles. Topics include product and service opportunity identification; new product and service innovation, development, design, and idea testing; and development team management. Product and service launching strategies, pricing approaches, and promotional techniques are explored. Also discussed are branding concepts and brand management strategies.

Upon completion of this course, students are expected to be able to do the following:

  1. Examine the processes and strategies used to manage products, product lines, and services throughout the entire course of their life cycles.
  2. Identify product attributes that marketers must consider, including product designs and features, packaging, product variety and quality, and brand names.
  3. Identify service attributes that marketers must consider, including service intangibility, inseparability, and perishability.
  4. Explain how new products and services are developed and tested, and discuss how product development teams play an integral role in bringing these offerings to market.
  5. Examine product and service branding strategies, and discuss the importance of branding for establishing a competitive advantage.
  6. Evaluate various product development strategies to include line extensions, brand extensions, and multibranding.
  7. Recognize the pricing and promotional approaches used in product management initiatives.
     

MK440 Business Sales (3 cr.)

This course covers the theory and practice of selling products and services to businesses. It considers its similarities to and differences from consumer sales in terms of mix, buyer behavior, and the buyer-seller relationship. It addresses the social, ethical, and legal elements of business-to-business sales.

Upon completion of this course, students are expected to be able to do the following:

  1. Describe the current field of business-to-business (B2B) selling, and demonstrate knowledge of the step-by-step B2B selling process.
  2. Identify the factors that influence organizational purchasing decisions, and examine the implications of these behaviors on professional selling efforts.
  3. Explain the importance of building partnerships and relationships as part of the B2B selling process and examine the communications skills needed to accomplish these objectives.
  4. Recognize the different sales presentation techniques and review the appropriateness of their use in a variety of B2B selling situations.
  5. Review the importance to B2B sales of acquiring knowledge of business customers, of the competition, and of the products and services being offered to the market.
  6. Examine the strategies used to overcome objections in order to obtain buyer commitment.
  7. Conduct the successful negotiation and closing of a B2B sale.
  8. Examine the legal and ethical issues pertaining to B2B sales, and explain what influences ethical selling behaviors.
  9. Recognize the importance of managing one's own time, territory, and sales career.
     

MK441 Professional Selling Strategies (3 cr.)

 This course covers the theory and practice of selling products and services. Approaches to professional selling are reviewed, with the application of selling and customer relationships skills emphasized. Topics covered include the theories and practices of customer prospecting and approach, determining customer wants and needs, sales presentation, overcoming objections, closing the sale, and sales territory management. Also reviewed are communications skills and techniques needed for developing relationships and negotiating sales transactions. Finally, the legal and ethical issues pertaining to contemporary selling are covered. 

Upon completion of this course, students are expected to be able to do the following:

  1. Describe the selling process and the business relationships within this process.
  2. Describe the various sales prospecting methods and importance of prospecting.
  3. Appraise the different sales presentation methods and when to use them.
  4. Demonstrate business negotiations as part of the sales presentation.
  5. Explain the importance of verbal and nonverbal communication during the sales process.
  6. Differentiate between the major prospect objection categories and how to handle objections from each category.
  7. Examine the elements of a successful sales close and the ability to construct a multiple close sequence.
  8. Explain the importance of properly handling customers’ complaints in a professional manner.
  9. Examine the ethical responsibilities of sales people when dealing with national and international customers.
  10. Recognizing the importance of managing one’s own time, territory, and sales career.

MK442 Sales Management (3 cr.)

This course examines the process of managing sales representatives, accounts, and resources in the context of the legal, ethical and global business environment. It covers the sales force recruiting and hiring process; approaches to sales force training, compensation, and motivation; techniques used in sales forecasting; and approaches to establishing and managing sales territories. Strategies for managing resources and measuring sales goals are also explored.

Upon completion of this course, students are expected to be able to do the following:

  1. Identify the elements that make up an organization's sales function, and explain how sales operations support organizational goals and strategic marketing initiatives.
  2. Describe the role of sales managers and the scope of sales management activities.
  3. Review the methods used to recruit sales force candidates, and analyze the ways in which qualified candidates are selected.
  4. Examine the training needs of sales representatives and assess the training approaches used as a means of ensuring sales success.
  5. Identify the skills and strategies used to manage, motivate, and compensate sales force representatives.
  6. Assess the techniques used to create, develop, and manage sales territories, and explain the appropriateness of these techniques under specific situations.
  7. Examine the approaches used for generating new accounts, and identify the methods used to forecast account numbers and sales volumes.
  8. Discuss the legal and ethical issues pertaining to corporate sales activities, and explain what influences ethical selling behaviors and sales management practices.

MK444 Customer Service & Communications (3 cr.)

This course addresses the importance of customer service and customer-centered communications for ensuring the success of organizational marketing efforts. It explores the concepts of designing systems that meet the service and communications needs of customers, and of building and maintaining lasting customer relationships. Strategies for assessing whether systems promote or hinder an organization's ability to deliver excellent customer service are examined. Also examined are techniques for designing effective communications and the use of technology to support customer service activities.

Upon completion of this course, students are expected to be able to do the following:

  1. Examine the roles of customer service and customer relationship management as part of the strategic marketing process.
  2. Analyze what facets of an organization’s customer service efforts motivate customers to patronize the organization, and which facets turn customers off of market offerings.
  3. Design strategies for exceeding customer service expectations and winning customer loyalty.
  4. Design strategies for dealing with dissatisfied customers.
  5. Examine multicultural customer service, and develop strategies for overcoming cultural barriers that inhibit outstanding customer service.
  6. Apply telephone, computer, and web-based technologies to enhance customer service initiatives.
  7. Assess and implement techniques for motivating employees to provide outstanding customer service.

Note:

B.S. in marketing completion students who anticipate enrolling in the Masters of Business Administration should take BU300 Accounting Principles and MG311 Economics for Managers as electives.




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