| 2022-2023 Course Catalog
Marketing (BA)
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:
- Apply concepts within the core areas of business
- Apply knowledge of ethical, legal, economic, and global environment to practical business situations and ascertain their impact
- Apply decision-support tools & technology to make and defend business decisions
- Demonstrate communication skills appropriate for business settings
- Contribute to a team environment to achieve a planned goal
- Analyze the role of motivation and influence in achieving a coordinated goal
In-depth Knowledge for specific majors
Marketing graduates of bachelor’s level programs will be able to:
- Conduct comprehensive background analyses including primary and secondary research to determine growth opportunities
- Design marketing strategy to capture competitive advantage within specified industries and target markets
- Develop actionable integrated tactical plans that execute strategic goals and objectives.
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.
Pre-requisites Complete the following course: - ACT222 Financial Accounting Principles I
3 BUS105 Foundations of Business This course introduces 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 increasingly dynamic and complex global setting in which they compete, and the fundamentals of sustainable business practices.
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.
Pre-requisites Complete the following course: - BUS105 Foundations of Business
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 BUS230W Organizational Behavior Organizational behavior is a field of study that seeks to understand, explain, and improve human behavior in organizations. Most organizations focus their 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.
Pre-requisites Complete the following course: - BUS105 Foundations of Business
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.
Pre-requisites Complete the following course: - ACT222 Financial Accounting Principles I
3 BUS310W Business Resarch and Analytics This course introduces traditional business research methods and business analytics as two sets of tools underlying data-driven business decision making. Students will practice analyzing data, reporting results, interpreting findings, and developing actionable recommendations.
Pre-requisites Complete any 1 of the following courses: - BUS110 Business Statistics
- MTH110 Elementary Statistics
- PSY213 Statistics and Research Design
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.
Pre-requisites Complete any 1 of the following courses: - BUS312W Marketing Research
- BUS310W Business Analytics: Research Methods
3 -
+Marketing Major
-
5 required courses
2 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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
3 3 Approved Electives. Choose from the list below or get Program Director approval BUS319 Professional Selling This course introduces students to professional selling best practices. The curriculum addresses strategic planning techniques such as sales performance analytics, customer lifetime value, and social media networking. Tactical execution includes prospecting, lead generation, sales presentation development, and closing a sale. Role playing and sales strategy creation reinforces concepts with practice.
Pre-requisites Complete all 2 of the following courses: - BUS105 Foundations of Business
- BUS243 Principles of Marketing
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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
3 SUS470 Corporate Social Responsibility (CSR) This course helps students to understand the roles and responsibilities of organizations beyond just making an economic profit. Students are exposed to approaches to managing CSR. CSR is explored as a way for organizations to create value, thus, CSR is seen as crucial for business success in the 21st century.
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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
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):
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 BUS105 Foundations of Business This course introduces 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 increasingly dynamic and complex global setting in which they compete, and the fundamentals of sustainable business practices.
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.
Pre-requisites Complete the following course: - BUS105 Foundations of Business
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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
3 -------------------- BUS310W Business Resarch and Analytics This course introduces traditional business research methods and business analytics as two sets of tools underlying data-driven business decision making. Students will practice analyzing data, reporting results, interpreting findings, and developing actionable recommendations.
Pre-requisites Complete any 1 of the following courses: - BUS110 Business Statistics
- MTH110 Elementary Statistics
- PSY213 Statistics and Research Design
3 OR Prerequisite course for Capstone (xxx490) in the other discipline -------------------- 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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
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.
Pre-requisites Complete the following course: - BUS105 Foundations of Business
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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
3 SUS470 Corporate Social Responsibility (CSR) This course helps students to understand the roles and responsibilities of organizations beyond just making an economic profit. Students are exposed to approaches to managing CSR. CSR is explored as a way for organizations to create value, thus, CSR is seen as crucial for business success in the 21st century.
3 -
+Minor Requirements
-
6 courses, including:
Core Minor Requirements BUS105 Foundations of Business This course introduces 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 increasingly dynamic and complex global setting in which they compete, and the fundamentals of sustainable business practices.
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 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 3 courses from Marketing major 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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
3 BUS319 Professional Selling This course introduces students to professional selling best practices. The curriculum addresses strategic planning techniques such as sales performance analytics, customer lifetime value, and social media networking. Tactical execution includes prospecting, lead generation, sales presentation development, and closing a sale. Role playing and sales strategy creation reinforces concepts with practice.
Pre-requisites Complete all 2 of the following courses: - BUS105 Foundations of Business
- BUS243 Principles of Marketing
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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
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.
Pre-requisites Complete any 1 of the following courses: - BUS243 Principles of Marketing
- BUS243W Principles of Marketing
3 SUS470 Corporate Social Responsibility (CSR) This course helps students to understand the roles and responsibilities of organizations beyond just making an economic profit. Students are exposed to approaches to managing CSR. CSR is explored as a way for organizations to create value, thus, CSR is seen as crucial for business success in the 21st century.
3
