Undergrad. Catalog 07: Marketing

Revised May 2008

Department of Marketing

312B Anderson Hall
610-436-2304
Paul Arsenault, Chairperson

PROFESSOR: Christ

ASSOCIATE PROFESSORS: Arsenault, Gault, Patrick, Phillips, Redington, Tomkowicz

The department strives for the curriculum to provide students with the ability to

understand and use the concept of segmentation to create a sustainable differential advantage;
understand and apply Porter’s five force model of competition to a marketing situation;
understand and apply basic models of strategy and tactics to marketing situations;
understand the strategies related to the design, promotion, pricing, and distribution of goods and services and the interaction of those elements as applied to a marketing situation;
identify and apply individual customer and market needs to a marketing situation;
develop an awareness of the impact of global diversity on marketing decisions;
understand the advantages and disadvantages of qualitative and quantitative research;
use quantitative analysis in marketing decision making.
effectively communicate information of a business nature through written presentations;
effectively communicate information of a business nature through oral presentations;
develop an understanding of the ethical concerns on marketing decision; and
use appropriate technology to develop, analyze, and communicate information.

All freshmen and those transfer students who have not completed the required courses will be admitted to the pre-business program.

BACHELOR OF SCIENCE - MARKETING

120 semester hours

1. General ed. requirements, see pages 37-41 (48 semester hours)
(Includes CSC 110 or 115 or 141; ECO 111*; MAT 105* or 107* or 108* or 110* or 161*; PHI 101 or 150 or 180; SPK 208* or 230*; and nine semester hours of student electives)
*A minimum grade of C must be attained in each of these courses and all MKT courses.

2. Business core (33 semester hours)
ACC 201*, 202*; BLA 201*; ECO 112*, 251*, and 252*; FIN 325*; MGT 200*, 313*, 341*, 499*; MKT 325*
*A minimum grade of C must be attained in each of these courses and all MKT courses.

3. Other courses required (6 semester hours)
GEO 325; MAT 108 or 161 (if either of these MAT courses is completed with a grade of C or better to fulfill general requirements, then a free elective may be substituted.)

4. Major concentration courses (18 semester hours)
MKT 330*, 340*, 360*, 425*, 440*, and one additional 300-level or above MKT* course
*A minimum grade of C must be attained in each of these courses and all MKT courses.

5. Business electives (6 semester hours)
300-level or above courses in ACC, BLA, ECO, FIN, INB, MGT, MIS, MKT, ENG 368 or GEO 425

6. Free electives (9 semester hours)

A minimum of 15 credits in 300-400 level MKT courses and a minimum of 30 credits in business courses must be completed at West Chester University.

Only students accepted into the accounting, economics, finance, management, and marketing majors or minors may register for 300-level business classes.

All pre-business students (internal and external transfers) may apply for the major or minor after completion of 45 credits with a minimum overall GPA of 2.50. In addition, they must have completed the following courses with a C or better: ACC 201; ECO 111, 112, and 251; MAT 105 (or higher); MGT 200; and passed MAT 108. To progress in the marketing major, students must maintain a 2.50 overall GPA. To graduate, students must have a 2.50 overall GPA nad a 2.50 GPA in their major course work (as defined by each program).

COURSE DESCRIPTIONS
LAW

Symbol: BLA

201 The Legal Environment of Business (3) Examines the framework of the American legal system and its impact on the environment in which business operates. Sources of law, including constitutional, statutory, administrative, and common law principles, that define the relationships between government and business; buyers and sellers of goods and services; and employers and employees are discussed.

302 Special Subjects in Business Law (3) In-depth coverage of the legal topics of contracts and sales. It is intended as a partial preparation for the uniform Certified Public Accountant (CPA) examination and thus provides students with an adequate knowledge of the most widely examined subjects. Provides marketing students with a detailed knowledge of the legal topics that they will use in their careers and covers basic legal topics highly useful to management majors and all persons engaged in business.

303 Legal Problems in Business (3) Special legal problems in business will be considered at length, such as consumer credit regulation, insurance, personal law relating to decedent's estates and Social Security, preparation for the CPA examination, etc. This course may be taken more than once (but not more than three times) for credit if the subject matter of the course is not duplicated.
This course may be taken again for credit.

MARKETING
Symbol: MKT

200 Survey of Marketing (3) Examines the impact of marketing systems in producing a standard of living in local and global economies. Topics include the structure and functions of marketing within an organization, the role of customers, and the competitive, political/legal/regulatory, economic, social-cultural, and technological environments in which these systems operate. May not be taken for credit after completion of any other marketing course. Open to nonbusiness majors.

325 Marketing Management (3) Study of the processes involved in planning and managing marketing activities in organizations. Emphasis on case studies and applications of the decision-making process. PREREQ: ACC 201, BLA 201, CSC 110 or equivalent, ECO 112 and 251, MAT 105 or 107 or 108 or 161.

330 (formerly 303) Consumer Behavior (3) Foundations of consumer behavior. Market structure and consumer behavior, purchase strategy and tactics, determinants and patterns of consumer behavior. An integrated theory of consumer behavior is sought. PREREQ: MKT 200 or 325 and permission of instructor.

340 (formerly 321) Personal Selling (3) Analysis of the selling process applied to sales calls and sales strategies, communication, persuasion, motivation, ethics, interpersonal relationships, negotiations, and professionalism. Emphasis on case studies. PREREQ: MKT 200 or 325 and permission of instructor.

350 (formerly 322) Advertising and Sales Promotion (3) A study of advertising and sales promotion management with a major focus on organization, media, strategy, campaigns, legal control, consumer behavior, budgeting, and the coordination of these activities with overall marketing programs. PREREQ: MKT 200 or 325 and permission of instructor.

360 (formerly 408) Marketing Research (3) Systematic definition of marketing problems, strategies for data collection, model building, and interpretation of results to improve marketing decision making and control. PREREQ: MKT 325.

370 Marketing and Technology (3) The purpose of this course is to familiarize students with the role technology now plays in the field of marketing. Virtually every area of marketing from identifying customers to designing products to promotion to delivery is now affected by technology. Moreover, marketing managers must not only be aware and understand these technological factors, but they must also know how to use them to gain competitive advantage. PREREQ: MKT 200 or 325.

404 International Marketing (3) Historical and theoretical background of foreign trade, world marketing environment and world market patterns, marketing organization in its international setting, and international marketing management. PREREQ: MKT 325.

406 (formerly 320) Managing Sales (3) Source, technique, and theories applied to problems encountered in managing a sales force in the areas of administration, policy, organizational structure, personnel selection and evaluation, sales training, compensation, forecasting, establishing territories and quotas, and sales analysis. Emphasis on case studies. PREREQ: MKT 340 or permission of instructor.

410 Independent Studies in Marketing (1-3) Special research projects, reports, and readings in marketing. Open to seniors only. PREREQ: Permission of instructor.

425 Marketing Strategy and Planning (3) Application of the skills required for effective managerial decision making and communication using a team approach. Emphasis on case studies, computer simulations, and the development of a marketing plan; oral and written presentation of results. PREREQ: Senior standing and 12 credits in marketing, including MKT 325 and 360.

440 (formerly 400) Senior Seminar in Marketing (3) Team research projects that require an in-depth investigation of a current topic in marketing, and the preparation and presentation of an oral and written professional report. PREREQ: Senior standing and 12 credits in marketing, including MKT 325 and 360.

460 (formerly 450) Marketing Internship (3) The marketing internship is designed to enhance the student's educational experience by providing a substantive work experience in the business world. A minimum of 180 hours of work in the internship is required. Students scheduling this course in the fall or spring semester are limited to a total of 15 semester hours. PREREQ: Permission of instructor and department chair.
This course may be taken again for credit.

461 (formerly 451) Marketing Internship (6) The marketing internship is designed to enhance the student's educational experience by providing a substantive work experience in the business world. A minimum of 360 hours of work in the internship is required. Students scheduling this course in the fall or spring semester are limited to a total of 15 semester hours. PREREQ: Permission of instructor and department chair.

490 Special Topics in Marketing (3) Special topics in marketing not covered under existing, regularly offered courses. PREREQ: MKT 325 and permission of instructor.