Bachelor of Business Administration (B.B.A.) in Marketing - Marketing Information Systems Concentration

The marketing curriculum focuses on traditional and online marketing skills needed in various business settings and industries. The curriculum seeks to develop competence in five areas: factual and conceptual knowledge, problem solving skills, communication skills, experiential learning, and use of information technology. Students will be prepared to enter corporate, small business or not-for-profit environments with highly valued skills and an understanding of the need for continuous learning. Goals: To deliver a solid foundation of the concepts and theories of the marketing discipline, including market environmental issues; strategic market planning, implementation and evaluation; marketing research; buyer behavior and market segmentation; and development of marketing programs. To engage students in critical thinking processes, requiring in-depth analysis of qualitative and quantitative market data and development of subsequent marketing strategies based on this analysis. To enable students to evaluate marketing alternatives and commit to a course of action, using financial, organizational, environmental and ethical criteria as bases for decision making. To teach students a variety of information technology tools and techniques to improve marketing and overall business performance and deliver greater value to customers. To facilitate students' continuing development of listening, writing and oral communication skills. To develop students' marketing-based interpersonal skills, such as group-based negotiation, consensus building, delegation and performance evaluation. To integrate classroom study with exposure to industry practices throughout the marketing curriculum and ensure marketing students access to experiential learning opportunities in marketing career tracks. Career Opportunities: Consumer marketing and business-to-business marketing: sales, direct marketing, market analysis, product development, Web-based marketing and customer relationship management. Communications: advertising account management, communications management, technical writing, media planning and coordination, and public relations. Consulting: marketing consultation, data analysis and data sales. Marketing research: database management, market research analyst and project management. Product/Brand management: business-to-business sales, product specialist, channel development and promotional marketing. Retailing: store management, merchandise buying, trend analysis, Internet sales and visual merchandising. Not-for-profit marketing: fund-raising, public relations and customer service. Sports/events marketing: merchandising, contract administration, event marketing, trade show management and e-commerce marketing. The marketing information concentration requires completion of the computer information systems minor, which requires 15 credit hours beyond what is normally required to receive the marketing degree.