Calendar 2005-2006 - The University of Akron

6600: Marketing*
Marketing is concerned with exchange - the process by which individuals or organizations
provide or receive anything of value. The American Marketing Association
defines marketing as "the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and services to create exchanges
that satisfy individual and organizational objectives." While marketing was traditionally
considered a business function actively practiced only by for-profit organizations,
it is now generally accepted that a marketing perspective and the use of marketing
techniques can improve the operation of any organization, including not-for-profit
organizations, government agencies, and other groups and individuals who were
not historically thought to be among the users of marketing concepts and practices.
Given the rather broad and encompassing view of marketing, it is not surprising that
a significant proportion of the work force is employed in some aspect of the various
marketing functions and activities. While job opportunities are diverse, some of the
more common areas of employment include retail merchandising and management,
product development and planning, physical distribution and channels, marketing
communications and brand management, industrial purchasing, and marketing
research. In addition, a significant proportion of marketing graduates launch and
pursue very successful careers in professional selling and sales management within
the business to business sector of the economy. Consequently, the Department of
Marketing offers a specialized major in Sales Management in addition to its major in
Marketing Management.
Our majors must meet all requirements of 1) the General Education program, 2) the
Pre-Business program, 3) the College of Business Core program, 4) the required
courses within each program, and 5) the elective courses within each program.
To receive a Bachelor of Science in Business Administration/Marketing degree, the
student must select either the Marketing Management Major or the Sales
Management Major and successfully complete one of the other of these programs.
Marketing Management Major**
Required: Complete all 21 credits Credits
6600:275 Professional Selling 3
6600:350 Integrated Marketing Communications 3
6600:355 Buyer Behavior 3
6600:390 Principles of Supply Chain Management 3
6600:440 Product and Brand Management 3
6600:460 Marketing Research 3
6600:490 Marketing Strategy 3
Electives: Complete any 9 credits
6100:495 Internship in Business Administration 3
6600:345 eMarketing Practices 3
6600:385 International Marketing 3
6600:450 Strategic Retail Management 3
6600:496 Special Topics in Marketing 3
Total credits required 30
Sales Management Major**
Required: Complete all 15 credits:
6600:275 Professional Selling 3
6600:370 Purchasing 3
6600:460 Marketing Research 3
6600:475 Business Negotiations 3
6600:480 Sales Management 3
Electives: Complete any 15 credits:
6100:495 Internship in Business 3
6600:345 eMarketing Practices 3
6600:350 Integrated Marketing Communications 3
6600:385 International Marketing 3
6600:440 Product and Brand Management 3
6600:496 Special Topics in Marketing 3
7600:235 Interpersonal Communications 3
7600:252 Persuasion 3
Total credits required 30
* Students should give careful consideration to the pursuit of a dual major. By adding a limited
number of credit hours, students can receive a dual major in sales management and marketing
management, sales management and e marketing/advertising, or sales management and
international business. Dual majors are one of the best methods for expanding your career
specializations and opportunities. Check with your CBA advisor to determine the specific
requirements for the dual major of your choice.
** To complete this program as a second major, the student must take at least 12 credit hours of 6600
courses in addition to the requirements for any other major, minor, or certificate that has been
earned.
College of Business Administration 2005-2006 143
eMarketing and Advertising Major**
eMarketing has become an essential channel of distribution for almost every type
of business in every type of product line serving today’s customers. The Internet
business concept is essentially in the introductory stage of the business life cycle.
Growth within this emerging approach to business will provide eMarketing and
Advertising majors with a wide variety of career opportunities with a very diverse
set of product and service industries. Graduates of this program have the opportunity
to pursue career opportunities in both the creative and the technological
sides of Internet Marketing. The program is designed to provide the student with
a full set of fundamental skills and work place competencies essential for success
and advancement in one of the most dynamic areas of business. Both theory
and practice are stressed through a series of foundation, analytical, creative,
and application learning experiences. Students will not only know “what to do”
but also “how to do it.” Program learning experiences are greatly enhanced by
the state-of-the-art classroom and laboratories in the new Taylor Institute for
Direct Marketing.
Majors must meet all requirements of: [1] the General Education Program, [2] the
Pre-Business Program, [3] the College of Business Administration Core Courses
Program, and [4] the eMarketing and Advertising Course Requirements and
Electives.
To receive a Bachelor of Science in Business Administration eMarketing and
Advertising degree, the student must successfully complete the following 33
hour program:
• Required: Complete all 27 credits Credits
6100:201 Introduction to eBusiness 3
6500:426 eBusiness Application Development 3
6600:345 eMarketing Practices 3
6600:350 Integrated Marketing Communications 3
6600:380 Direct Interactive Marketing 3
6600:435 Marketing Analytics Laboratory 3
6600:445 Creative Marketing Laboratory 3
6600:490 Marketing Strategy 3
6600:492 Direct Interactive Marketing Practicum
or
3
6100:495 Internship in Business Administration 3
• Electives – Complete 6 credit hours. While the student may elect any two of
the following courses, he/she may choose to follow one of the two emphases:
Creative Emphasis
6600:275 Professional Selling 3
6600:385 International Marketing 3
6600:355 Buyer Behavior 3
6600:390 Supply Chain Management 3
6600:440 Product and Brand Management 3
6600:450 Strategic Retail Management 3
Analytical Emphasis
6500:324 Database Management for Information Systems 3
6500:425 Decision Support with Data Warehousing/Data Mining 3
6500:427 eBusiness Systems Integration 3
6600:460 Marketing Research 3
Total credits required 33
** To complete this program as a second major, the student must take at least 12 credit hours of 6600
courses in addition to the requirements for any other major, minor, or certificate that has been
earned.