Marketing Minor 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.

This minor is offered by the Department of Business Administration. All organizations, regardless of core competencies, have a need for employees trained in marketing. Marketing provides students with the skills necessary for personal and professional success in today's rapidly changing business environment.

The minor requires 18 total credits: BUS 2230 plus five marketing electives from the list below.

A second advisor from within the Department of Business Administration is required.

The Minor in Marketing is not available to Business Administration students.

Required Course (3 cr):

Code Course Credits

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

And select five of the following Marketing courses (15 cr):

Code Course Credits

BUS 2035

Content Marketing and Professional Networking

Social Media is changing the way organizations interact with consumers, business partners, and their supply chain. The Content Marketing approach includes marketing strategies, context of the customer decision process, and development of a professional network. Content transfers the organization's values, culture, ethics, differentiation, and positioning to the target market through written word, pictures, videos, podcasts, and infographics.This course counts towards the Social & Behavioral Frame of Reference.

Periodically

3

BUS 2320

Selling Fundamentals and Strategies

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 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 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 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

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

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

(Total credits required: 18 cr)