2019-2020 Course Catalog

Marketing (BA)

Marketing is a unique combination of art and science, creativity and rigor, innovation and fundamentals. Marketing majors obtain the full range of knowledge and skills needed to develop cutting edge marketing strategy and tactics. The program enables students to develop analytical and practical insights for leveraging business growth opportunities across industries and within targeted populations. Special emphasis is placed on ethical marketing practice and adaptation to new technologies, changing consumer preferences, environmental sustainability and a rapidly expanding global economy.

Learning Outcomes

Graduates of bachelor’s–level programs in business will be able to demonstrate that they possess academic skills, professional attributes and broad-based and in-depth knowledge of business concepts and functions.

Graduates of bachelor’s–level programs in business will be able to:

  • Analyze situations and solve problems in business settings and make appropriate business decisions
  • Use quantitative reasoning skills in statistical analysis and research design
  • Communicate in written and oral formats
  • Integrate knowledge of business concepts and functions
  • Develop a professional identity through bridging curricular, co–curricular, and workplace events
  • Demonstrate leadership skills through the ability to set direction and work with others
  • Understand the functional areas of accounting, finance, management, and marketing
  • Evaluate the impact on business of the legal, social, and economic environments
  • Understand the impact of the global environment on business
  • Describe the ethical obligations and responsibilities of business and evaluate ethical dilemmas

In-depth Knowledge for specific majors

Marketing graduates of bachelor’s level programs will be able to:

  • Prepare, analyze, and critique marketing plans and marketing research plans
  • Develop marketing strategies

Curriculum

+Core Requirements

Core Major Requirements for Accounting, Economics, International Business, Management, Management Information Systems, and Marketing:

ACT222 Financial Accounting Principles I

This course represents an introduction to accounting principles including the accounting process, double-entry bookkeeping, adjusting entries, and the preparation of financial statements. The objectives of this course are to make students aware of the importance of accounting information in every type of organization (private business, not-for-profit, and governmental).

3
ACT223 Managerial Accounting Principles

This course represents an introduction to managerial accounting concepts, including cost allocation and measurement, cost/volume profit analysis, budgeting, variance analysis, job and process costing, and capital budgeting.

3
BUS105 Foundations of Business

The course combines the theory and practice of business and fosters analytical thinking. Students build a foundation for learning by gaining an understanding of business organizations, their structure and functions, the global setting in which they compete, environmental components and the challenges of an increasingly dynamic, complex work environment.

3
BUS110 Business Statistics

This course introduces essential research tools in business. Topics include descriptive statistics of central tendency and variability and hypotheses testing statistical analysis using correlation, analysis of variance, and regression. Problems use applications from business cases, marketing research, and economic policy.

3
BUS171 Information Systems and Operations

This course explores basic concepts of communication networks (e.g., the Internet), hardware, software, databases, and systems. Students apply information systems to decision making, communication, collaboration and coordination in the operations of contemporary organizations. Students gain skills in word processing, presentation software, data visualization, spreadsheets, and relational databases.

3
BUS230 Organizational Behavior

This course teaches students to understand, explain, and improve human behavior in organizations. Most organizations focus efforts on improving job performance and organizational commitment. The purpose of this course is to provide a theoretical foundation and realistic understanding of how human behavior influences the effectiveness of the modern corporation.

3
BUS243 Principles of Marketing

This course introduces students to the basic concepts of marketing strategy and management. Basic marketing concepts such as strategic segmentation, targeting, positioning, product design, pricing, promotions and distribution are covered. Environmental sustainability is analyzed from the consumer perspective.

3
BUS257 Business Law and Business Ethics

This course introduces students to the introductory concepts of business law including employment law, social and environmental responsibility of corporations, and international business law. It also emphasizes frameworks for conducting ethical analysis and the analysis of ethical dilemmas.

3
BUS272 Principles of Finance

This course enables students to apply fundamental ideas of financial economics to problems in corporate finance. Participants will gain an overview of valuation principles, learn basic principles of corporate finance from the perspective of a financial manager, and through case studies, analyze important financial decisions made within firms.

3
OR
BUS312 Marketing Research

Business leaders at all levels need to be intelligent designers and consumers of marketing research. The essential aspects of qualitative and quantitative marketing research design and execution are addressed with assigned readings, class discussions, homework problems, in-class exercises, cases, and a team led custom research study.

3
BUS357 Strategy and Entrepreneurial Ventures

This course illustrates the strategic management framework by taking students through the entrepreneurial process from start-up growth while exploring the personal and professional challenges. The student examines key issues in opportunity recognition, financing models, strategic choices, and sources of competitive advantage at different stages of the firm's development.

3
ECN101 Principles of Macroeconomics

The concepts of national income and output are analyzed, and emphasis is placed on factors that influence the levels of economic activity, unemployment, and inflation, including fiscal and monetary policy and the role of international economics.

3
ECN102 Principles of Microeconomics

Microeconomics is the study of how households and firms make decisions and how they interact in specific markets. Students are introduced to the basic concepts and tools that economists use to understand how the economy works. This course is designed to increase economic literacy through acquiring core knowledge about economics.

3
INTBUS303 Internship - Business

The Chatham University Internship program provides students with the opportunity to acquire hands-on work experience in a professional setting. The student gains metacognitive insights, deep learning, and practical skills by reflecting on the internship experience under the supervision of an academic advisor.

3
BUS490 Integrative Capstone

The integrative capstone, undertaken by the student during the senior year, is an extended project that helps the student complete their transition from an undergraduate student to a world-ready professional. The study usually centers on the student's major and may be conducted, at least in part, in the context of a group experience. Such programs are crafted to meet the unique needs of each major, and could include, for example, fieldwork, theater production, creative work in the arts, independent research, or independent readings. The integrative capstone in an interdisciplinary major must have the approval of both academic programs.

3

+Marketing Major

5 required courses

BUS244 Consumer Behavior

The course reviews and evaluates the major theories of consumer behavior from the economics, behavioral sciences, and marketing literatures. The use of consumer research data for marketing decisions is emphasized. Topics include market segmentation, theories of brand choice, family decision making, life cycle theories, and the diffusion of innovations.

3
BUS445 Marketing Strategy

This course examines the concepts and processes for gaining competitive advantage in the marketplace. It is designed around a marketing planning approach with an emphasis on strategic analysis and planning. The course takes a hands-on approach toward analyzing markets and market behavior, and matching strategies to changing market conditions.

3
BUS350 Advertising and Promotion

This course offers a detailed study of advertising and promotion, including public relations and support media. An integrated marketing communications perspective is emphasized. Advertising and promotion are examined utilizing a range of media outlets, including the internet, television, consumer magazines and professional journals.

3
COM234 Persuasion

This course explores rhetorical and experimental studies of persuasion. It introduces the student to research in the field and critically examines some of the techniques developed in "selling" products, politics, and culture. It also examines the ethical considerations relevant to these techniques.

3

+Intradisciplinary Major in Two Business Disciplines

Students who wish to do an Intradisciplinary major in two business concentrations must complete the Business Core Major Requirements, plus the following courses.

BUS244 Consumer Behavior

The course reviews and evaluates the major theories of consumer behavior from the economics, behavioral sciences, and marketing literatures. The use of consumer research data for marketing decisions is emphasized. Topics include market segmentation, theories of brand choice, family decision making, life cycle theories, and the diffusion of innovations.

3
BUS445 Marketing Strategy

This course examines the concepts and processes for gaining competitive advantage in the marketplace. It is designed around a marketing planning approach with an emphasis on strategic analysis and planning. The course takes a hands-on approach toward analyzing markets and market behavior, and matching strategies to changing market conditions.

3
2 Approved Marketing major electives

+Interdisciplinary Major in Marketing

Students who wish to do an interdisciplinary major in a business area (Accounting, Economics, International Business, Management, or Marketing) and a non-business discipline will complete the following courses (10 courses, exclusive of the Integrative Capstone):

BUS105 Foundations of Business

The course combines the theory and practice of business and fosters analytical thinking. Students build a foundation for learning by gaining an understanding of business organizations, their structure and functions, the global setting in which they compete, environmental components and the challenges of an increasingly dynamic, complex work environment.

3
BUS110 Business Statistics

This course introduces essential research tools in business. Topics include descriptive statistics of central tendency and variability and hypotheses testing statistical analysis using correlation, analysis of variance, and regression. Problems use applications from business cases, marketing research, and economic policy.

3
ACT222 Financial Accounting Principles I

This course represents an introduction to accounting principles including the accounting process, double-entry bookkeeping, adjusting entries, and the preparation of financial statements. The objectives of this course are to make students aware of the importance of accounting information in every type of organization (private business, not-for-profit, and governmental).

3
BUS243 Principles of Marketing

This course introduces students to the basic concepts of marketing strategy and management. Basic marketing concepts such as strategic segmentation, targeting, positioning, product design, pricing, promotions and distribution are covered. Environmental sustainability is analyzed from the consumer perspective.

3
BUS244 Consumer Behavior

The course reviews and evaluates the major theories of consumer behavior from the economics, behavioral sciences, and marketing literatures. The use of consumer research data for marketing decisions is emphasized. Topics include market segmentation, theories of brand choice, family decision making, life cycle theories, and the diffusion of innovations.

3
BUS312 Marketing Research

Business leaders at all levels need to be intelligent designers and consumers of marketing research. The essential aspects of qualitative and quantitative marketing research design and execution are addressed with assigned readings, class discussions, homework problems, in-class exercises, cases, and a team led custom research study.

3
BUS445 Marketing Strategy

This course examines the concepts and processes for gaining competitive advantage in the marketplace. It is designed around a marketing planning approach with an emphasis on strategic analysis and planning. The course takes a hands-on approach toward analyzing markets and market behavior, and matching strategies to changing market conditions.

3
ECN102 Principles of Microeconomics

Microeconomics is the study of how households and firms make decisions and how they interact in specific markets. Students are introduced to the basic concepts and tools that economists use to understand how the economy works. This course is designed to increase economic literacy through acquiring core knowledge about economics.

3
2 courses from the following:
BUS350 Advertising and Promotion

This course offers a detailed study of advertising and promotion, including public relations and support media. An integrated marketing communications perspective is emphasized. Advertising and promotion are examined utilizing a range of media outlets, including the internet, television, consumer magazines and professional journals.

3
BUS357 Strategy and Entrepreneurial Ventures

This course illustrates the strategic management framework by taking students through the entrepreneurial process from start-up growth while exploring the personal and professional challenges. The student examines key issues in opportunity recognition, financing models, strategic choices, and sources of competitive advantage at different stages of the firm's development.

3
BUS395W Leadership and Management

This course builds students' ability to identify challenges facing managers in 21st century organizations. The course covers theories and applications of leadership in the changing environment of today's world. Students learn organizational skills, presentation skills, and critical thinking skills. Writing skills are emphasized.

3
BUS496 Digital Marketing

This course explores digital platforms that transform marketing, including the Internet, search engines, online advertising platforms, and digital analytics platforms. Through participation in real or simulated digital marketing projects, the student will critically apply principles of advertising, marketing analytics, and research methods.

3

+Minor Requirements

6 courses, including:

BUS105 Foundations of Business

The course combines the theory and practice of business and fosters analytical thinking. Students build a foundation for learning by gaining an understanding of business organizations, their structure and functions, the global setting in which they compete, environmental components and the challenges of an increasingly dynamic, complex work environment.

3
ECN102 Principles of Microeconomics

Microeconomics is the study of how households and firms make decisions and how they interact in specific markets. Students are introduced to the basic concepts and tools that economists use to understand how the economy works. This course is designed to increase economic literacy through acquiring core knowledge about economics.

3
BUS243 Principles of Marketing

This course introduces students to the basic concepts of marketing strategy and management. Basic marketing concepts such as strategic segmentation, targeting, positioning, product design, pricing, promotions and distribution are covered. Environmental sustainability is analyzed from the consumer perspective.

3
3 courses from Marketing major

Contact

James Pierson

Program Director / Department Chair

j.pierson@chatham.edu

(412) 365 - 1615