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 and Management Courses |
9 cr. |
| Required Communication Courses |
6 cr. |
| Required Capstone Course |
3 cr. |
| Total |
36 cr. |
Required Marketing Courses: 18 cr.
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:
- Identify the basic marketing mix elements of product, pricing, placement, and promotion.
- Explain how organizations coordinate the marketing mix elements as part of their strategic marketing initiatives in the context of various environmental situations.
- Recognize the various theoretical perspectives on consumer buying behavior as a means for better meeting the needs and wants of target customers.
- Review the basic approaches and uses of marketing research as a means for understanding consumer and business buying practices.
- Demonstrate how market segmentation, product positioning and target marketing are used to enhance organizational success.
- Appraise the ethical issues facing contemporary marketing efforts.
- Evaluate the various elements that make up the marketing function, and propose a strategic marketing approach that is aligned with organizational goals.
MK304 Consumer Behavior and Trend Analysis (3 cr.)
This course explores the theories and frameworks that business and marketing strategists need for assessing purchasing behavior trends. The impact of consumer and business buying behaviors on markets and marketing initiatives is analyzed. The course also examines the contributions of the social sciences in understanding buying behaviors. Students utilize geographic information systems (GIS) technology to explore consumer behaviors and trends that impact business decisions.
Upon completion of this course, students are expected to be able to do the following:
- Describe the theories and practices of consumer and business purchasing behavior as applied to marketing strategy.
- Identify the factors that affect buying behavior.
- Implement geographic information systems (GIS) technology to describe and analyze consumer purchasing and business trends.
- Explore consumer behavior concepts in used to developing strategic marketing initiatives.
- Evaluate current marketing activities that organizations use to influence buying behaviors.
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:
- Identify the most relevant new digital media trends.
- Utilize digital media channels to create greater consumer experience and involvement.
- Evaluate the appropriateness of various digital channels.
- Calculate digital marketing return on investments (ROI).
- Recognize common mistakes to avoid for ensuring digital marketing success.
- Utilize a digital marketing planning framework to create an effective new media strategy.
- Examine the social, legal, and ethical issues that impact digital marketing efforts to include issues involving data privacy.
MK309 Marketing, Society, and the Environment (3 cr.)
This course explores the relationship between company marketing efforts and the earth's human and ecological environments. Societal-based marketing concepts and strategies that can benefit initiatives that address issues ranging from health and safety to environmental concerns are examined. The use of marketing concepts and strategies for encouraging people to change behaviors to improve their lives and benefit society are analyzed. Also analyzed are earth-friendly marketing efforts and sustainability concepts.
Upon completion of this course, students are expected to be able to do the following:
- Evaluate societal-based marketing strategies that can be used to influence a variety of health, safety, environmental, and community-related issues.
- Explore the concept and role of green marketing strategies in contemporary business practices.
- Assess the impact of traditional marketing practices on the earth and its natural resources.
- Analyze the impact of traditional marketing practices on human health.
- Assess the ethical issues associated with greenwashing and other pseudo-environmental marketing tactics.
- Analyze how marketing can be used to influence human behavior for the purpose of promoting social and environmental change.
MK310 Integrated Marketing Promotions (3 cr.)
This course examines the integrated promotion and communication strategies used in organizational marketing efforts. Topics include the use of advertising, direct marketing, sales promotions, public relations, personal selling, and social media to promote products and services. Message development and communication approaches for various types of promotional strategies 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:
- Examine the attributes and dynamics of the communications and promotional mix elements of advertising, direct marketing, sales promotions, public relations, personal selling, and social media.
- Assess the strengths, weaknesses, appropriateness of use, and relative costs of each of the communications and promotional mix elements.
- Analyze how the communications and promotional mix elements are coordinated to effectively market products and services to target audiences.
- 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.
- Explore different social media techniques used in promotional campaigns.
- Plan a promotional campaign that implements communications and promotional mix elements plus communications techniques that are appropriate to the target audience.
- Examine the contemporary ethical issues surrounding marketing communications and promotions.
MK406 Mobile and Search Engine Marketing (3 cr.)
This course examines the use of current mobile platforms and Internet search engine marketing as part of a digital marketing strategy. The role of technology for mobile device promotions and communications is analyzed. Internet search engine strategies and analytics used for business growth are evaluated. This course also explores associated digital marketing industry standards and best practices.
Upon completion of this course, students are expected to be able to do the following:
- Evaluate mobile platforms used in digital marketing strategies.
- Analyze the elements and technologies required for search engine marketing.
- Review mobile marketing tactics and technologies such as mobile web advertising and mobile apps.
- Create mobile apps for use in marketing.
- Analyze the techniques and strategies for creating search engine-focused websites.
- Create a search engine marketing plan.
- Describe mobile device marketing and search engine optimization industry standards and best practices.
Required Business and Management Courses 9 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:
- Identify and describe the various forms of business organizations and the different ways in which they are financed.
- Explain the financial reporting requirements for different types of business entities.
- Apply the principles of managing current assets and current liabilities to different types of business entities.
- Assess the existence of management problems or opportunities by analyzing company financial statements and making comparisons to other companies in the same industry.
- Compute net present values calculations and use them in financial decision making.
- Prepare cash flow budgets.
- Prepare a breakeven analysis for profit planning.
- Identify and explain how the actions of the federal government may impact financial decision making.
MG305 Managerial Ethics (3 cr.)
This course examines the ethical issues and social responsibilities to be considered by business managers in the global economy. Also examined are the frameworks and reasoning skills relevant for understanding and addressing ethical dilemmas in business organizations. The social, political, global, and economic environments within which ethical issues occur are assessed. Finally, the legal and regulatory implications of decision making in business organizations are examined.
Upon completion of this course, students are expected to be able to do the following:
- Describe the moral traditions, values, and philosophies that have influenced contemporary business ethics.
- Assess the variety of ethical issues that have the potential for impacting organizations in the global economy.
- Recognize the importance of ethical decision making as a component of management and leadership.
- Explore the characteristics and significance of various ethical frameworks and theories.
- Assess the impact of globalization on the ethical decision-making process.
- Examine the legal and regulatory forces that impact business practices and operations.
- Evaluate the scope and significance of socially responsible business practices.
MG410 Applied Leadership and Management (3 cr.)
This course explores the application of leadership and management theory in today's business organizations. Contemporary organizational leadership theories and practices are examined. Also examined are management functions such as planning, organizing, and decision making. The course emphasizes the analysis of leadership and management skills needed by professionals in various organizational situations. Leadership and management practices in the context of various organizational trends are evaluated.
Upon completion of this course students are expected to be able to do the following:
- Assess leadership and management theories, frameworks and concepts.
- Explain the roles and responsibilities required of leaders and managers in organizational contexts.
- Analyze the circumstances that require the application and practice of leadership and management skills.
- Evaluate the significance of both formal and informal leadership roles in an organization.
- Demonstrate management skills such as planning, goal setting, decision-making, and measuring outcomes.
- Explore emerging trends that impact organizations such as global competition, workforce diversity, corporate social responsibility, and organizational change that leaders and managers need to understand.
- Assess the impact of effective leadership in developing ethical organizational cultures.
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:
- Write effectively in various forms of professional writing.
- Demonstrate writing in a professional environment.
- Exhibit a professional voice and writing style.
- Effectively incorporate relevant research into professional writing.
- Understand and apply the writing process to diverse audiences and purposes.
- Effectively incorporate elements of professional document design into print and electronic documents.
- 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:
- Demonstrate effective oral communication skills.
- Demonstrate effective and active listening skills.
- Recognize and adapt to differing communication styles.
- Demonstrate skill in interpersonal communication.
- Understand small group dynamics.
- Demonstrate persuasive speaking techniques.
- Effectively create and utilize graphics or other appropriate media in professional presentations.
- 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:
- Demonstrate critical thinking skills related to their major field of academic study.
- Analyze the environmental variables and available resources affecting business-related issues and strategies.
- Synthesize various business-related strategies.
- Identify management principles relevant for business professionals.
- Assess the impact of ethical decisions in various business organizations.
- Address diversity in various business environments.
- Develop strategies for continuing education in their academic field of study.
- Communicate using inclusive methods in a variety of modes.
- Recognize current trends in their academic field of study.
- Demonstrate interpersonal communication and collaboration skills required in various business settings.
Requirements for Double Major
