Marketing Program Requirements

These requirements are from an excerpt from the University Academic Catalog, which outlines the requirements for a student to earn the distinction of being a Castleton University graduate. The complete catalog is available online.

The Department of Business strives to provide an atmosphere that is conducive to intellectual growth and ethical behavior. The courses are designed to provide a foundation of general business knowledge on which individual programs within the department can build. Internships are available for qualified students.

Students earning a degree in Marketing will be prepared and eligible to work in broad array of career paths such as Market Research Analyst, Advertising Manager, Brand Manager, Media Buyer, Event Planner, Chief Marketing Officer, Promotions Manager, Sports Marketing Manager, Digital Marketing Manager, Sales Management, Customer Service, Advertising Account Manager, Advertising Account Planner, Advertising Copywriter, Creative Director, Social Media Manager, Online Community Manager, and Digital Strategist. Students successfully completing a Marketing major will be able to understand the importance of professional behavior, possess a strong work ethic, and be prepared to pursue lifelong learning including graduate studies and beyond.

Students are encouraged to use their selection of frames of reference courses and other free elective courses to broaden their experiences and exposure to other ways of thinking and to other disciplines. Free elective course work can be from any discipline and can be, but need not be, used to fulfill requirements for a minor, specialization, etc.

Students completing a Bachelor of Science in Marketing will be proficient in:

  • Defining key marketing issues;
  • Analyzing situations and solving problems;
  • Synthesizing data and making recommendations;
  • Working in individual and group environments;
  • Recognizing and using effective verbal, visual, and written communication skills;
  • Possessing the computer and technology skills generally used in in business.

Complete the following courses (58 cr):

Code Course Credits

ACC 2101

Accounting I

This course examines the role that accounting information plays in decision-making and the importance of income, cash flows, and financial position to organizations. Issues are considered from a variety of users’ viewpoints. Included in the course will be (1) a focus on analytic and problem-solving skills, (2) technological and communication skill development, and (3) an awareness of ethical and public policy issues.

Basic computer skills in Microsoft Excel and Word are required.

Fee Materials charge $20.

Fall

3

ACC 3010

Accounting for Management Decisions

This course examines the use of accounting information to enhance decision-making and control of for-profit, not-for-profit, and governmental organizations. The major topics in this course include the use of accounting in making alternative choice decisions, the development and use of product cost information, as well as the creation of operating and capital budgets.

Prerequisite: ACC 2101

Fee Fee $20

Every Semester

3

BUS 1270

Principles of Computer-Based Information Systems

An introduction to the devices and techniques used in the processing of data. This course includes hands-on use of word processing and spreadsheet programs and the internet. This course fulfills the Gen Ed computing requirement.

Fee Materials charge $20.

Every semester

3

BUS 2020

Principles of Management

This course in an introduction to the philosophy, principles, and techniques of management. Students will examine classical, modern, and emerging concepts as they relate to today’s manager and the functional processes of planning, organizing, directing and controlling resources. Learning experiences may include case studies, team experiences and simulations.

Prerequisite: BUS 1270.

Every semester

3

BUS 2230

Principles of Marketing

This course introduces the role of marketing as it relates to manufacturing, wholesale, retail, and service businesses. Topics include product development, pricing decisions, promotional consideration, and distribution options of both goods and services. Students will also examine the emerging role of electronic marketing, and its impact on today’s businesses.

Prerequisite: BUS 1270.

Every semester

3

BUS 2370

Business Communications

The student practices the writing skills required for a successful career in business. Special attention is given to writing letters, memoranda, reports, and resumes. This course provides fundamental skills necessary for the student’s successful completion of future business courses.

Restrictions Restrictions: Business Administration majors and minors, Computer Information Systems majors, and Writing minors (English) only

Prerequisite: ENG 1061

3

BUS 2550

Business Statistics and Analytics

Course descriptions are to develop statistical methods and to utilize these methods to make appropriate decisions regarding actual business problems. Topics of study are statistical description, central tendency, discrete and continuous distributions, probability and sampling theory, statistical inference and hypothesis testing. Parametric and nonparametric statistical tests will be examined, including t-tests, Chi-square, and ANOVA. Additional topics include regression, time series analysis and applications in business forecating. This course has a business focus, but is appropriate for any student.

Prerequisite: Computer competency, BUS 1270 or comparable course, and appropriate math placement.

Every semester

4

BUS 3035

Case Studies in Business Administration

A continuation of core business courses (ACC 2101, BUS 2020, and BUS 2230) with further development of principles. The course objective is to apply accounting, management, and marketing principles to case studies with the student assuming the role of a manager to solve problems or challenges. Particular emphasis is placed upon writing cases analyses.

Restrictions Restrictions: Must be taken prior to BUS 4080.

Prerequisite: ACC 2101, BUS 2020, BUS 2230

Fee Fee $20

Every semester

3

BUS 3060

Consumer Behavior

This course examined the behavior of the consumer in the marketplace. Topics include individual and group buying behavior, motivation, personality, attitudes, lifestyles, and their effects on purchasing behavior.

Prerequisite: BUS 2230.

Fall

3

BUS 3131

Business Law I

An introductory course to provide a knowledge and awareness of the scope and terminology of the American legal system as it pertains to business organizations. Topics emphasized may include criminal law, tort law, forms of doing business, law of contracts, sales, real and personal property law, negotiable instruments, Uniform Commercial Code, and agency relationships.

Prerequisite: BUS 2020

Every semester

3

BUS 3210

Advertising

A comprehensive look at the promotional process including media analysis and selection, dealing with the creative functions and production processes, measuring promotional effectiveness, and developing a comprehensive advertising strategy. Central to the course is the development of an advertising plan and campaign.

Prerequisite: BUS 2230.

Spring

3

BUS 3230

Financial Management

This course covers the principles of how business enterprises refinance; general methods and basic tools of financial management and control, utilization, disposition of funds.

Prerequisite: ACC 2101

Every semester

3

BUS 4030

Marketing Research

An overview of the process of assembling information to make better marketing decisions. Topics include measurement principles, research designs, sampling techniques, data collection and analysis.

Prerequisite: BUS 2230, and either BUS 2550 or MAT 2021 and MAT 2022.

Fall

3

BUS 4040

Marketing Strategies

Using case studies and problem analysis, this capstone course integrates marketing studies into a comprehensive strategic framework that examines the development and effects of marketing management decisions, within a rapidly changing business environment.

Prerequisite: BUS 3210, BUS 4030.

Spring

3

BUS 4080

Business Strategy and Policy Development

This course focuses on both the analysis of an organization’s internal and external environments and on the development of appropriate corporate, business, and functional level strategies. The case study method is used extensively, with emphasis placed on policy formulation, strategic implementation, and control. Both for-profit and not-for-profit organizations are included.

Prerequisite: Senior standing and approval of the department.

Every Semester

3

ECO 2040

Macroeconomics in a Global Context

This course serves as an introduction to economic principles in general as well as macroeconomics in particular. How do we understand the workings of the U.S. economy, in its global context? This course looks at the economy holistically, with an emphasis on its interconnections. We examine the connections between competing economic analyses and competing policy prescriptions to prevent or repair economic problems such as unemployment, inflation, and unsustainable growth – within the context of a rapidly globalizing economy.

Prerequisite: MAT 1221 or MAT 1320 or MAT 2021 or equivalent or concurrent enrollment in MAT 2021.

Every Semester

3

ECO 2050

Microeconomics in a Global Context

An introduction to microeconomic theory and its applications placed in a global context. Attention given to: 1) economic behavior of consumers and businesses; 2) the pricing of productive inputs, income distribution and redistribution; 3) the nature and functioning of markets; and 4) the consequences of imperfect competition and imperfect information.

Prerequisite: MAT 1221 or MAT 1320 or MAT 2021 or equivalent.

Every Semester

3

BUS 2320

Selling Fundamentals and Strategies

And select 2 of these courses (6 cr):

A study of the process, strategies, and best-practice techniques for successfully selling to businesses and consumers. Students will apply what they learn in a simulated sales presentation to a team of buyers. This knowledge is also valuable to those who will sell new business concepts within an organization or to potential outside investors.

Prerequisite: BUS 2230.

Periodically

3

BUS 3245

Global Marketing

This course will introduce the students to the opportunities and barriers that come into play for firms that develop global marketing strategies. Students will read and discuss how firms of all sizes may adapt their marketing practices to account for global consumer preferences, trade practices, and government policies in a post 9/11 world of terrorism worries, and vague and shifting alliances. We will learn about the various cultures of the world, while we explore how they impact business and life in general. Many actual cases of successful, and unsuccessful, global marketing efforts will be considered.

This course fulfills the World Views Frame of Reference.

Prerequisite: BUS 2230

Periodically

3

BUS 3270

Data-Driven Marketing

Students will learn the latest analytical techniques to help maximize ROMI (Return on Marketing Investment). Data-Driven Marketing provides comprehensive coverage of what works and what makes the difference in this important, yet misunderstood area. Students will develop a systematic framework for strategic measurement of key marketing metrics such as ROMI and Customer Lifetime Value. Topics include: introduction to DDM and marketing metrics, non-financial metrics for marketing campaigns, financial return on marketing investment (ROMI), internet marketing metrics and optimization, data mining and segmentation, and data-driven strategy.

Prerequisite: BUS 2230

Fall, odd years

3

BUS 3272

Social Media Marketing

Facebook®, Twitter, LinkedIn®, and YouTube™ have changed the way consumers communicate today and businesses must be a part of this social discussion or risk losing significant marketing opportunities. This course lays the conceptual foundation and practical approach to developing successful social media marketing plans while achieving desired marketing goals. The most productive marketing tactics for each type of major social media platform are examined in depth. A significant portion of the course will be devoted to hands-on development and discovery of social media tools. Students must be willing to work as a social team collaborating on the cloud, writing a blog, creating a LinkedIn persona, tweeting, developing YouTube videos, and sharing information on the Internet.

Prerequisite: BUS 2230 or COM 2150

Spring

3

BUS 3290

Sports Marketing

*Students are required to complete either BUS 2550 - Business Statistics and Analytics

or both MAT 2021 - Statistics I and MAT 2022 - Statistics II

The course examines the marketing of sports activities, organizations, and paraphernalia. Topics covered include careers in sports marketing, product concepts, promotion, broadcast rights, and sponsorship programs. This course is recommended for anyone interested in pursuing a career in marketing, sports information or sports administration.

Prerequisite: BUS 2230

Periodically

3

And complete 6 credits of electives

Students may use any ACC, BUS, or CIS prefixed course at the 2000-level or higher to satisfy the 6 credits of electives. Up to 6 credits of ACC, BUS, or CIS internships may be used to fulfill concentration electives.

(Credits required for the major: 64 cr)

Additional Area of Focus

A student may add an additional major. For example, a major in Marketing may also choose to add a major in Management. In order to do this, the student must complete all required courses for both majors, and two Business electives with an ACC, BUS, or CIS suffix. (Business electives are courses not required by the major, but add depth and richness to the student's learning experience.)

And complete the university's Gen Ed requirements

Click here for General Education Requirements.