Apr 20, 2024  
2023-2024 Academic Catalog 
    
2023-2024 Academic Catalog [ARCHIVED CATALOG]

Marketing


Faculty

Eric Kolhede, PhD, Professor and Marketing Department Chair

Kimberly Legocki, DBA, Adjunct

Mary Alice McNeil, MA, Adjunct, Associate Professor

Michal Strahelivitz, PhD, Associate Professor

Saroja Subrahmanyan, PhD, Professor

Brett E. Yokom, PhD candidate, Adjunct

Marketing expertise is indispensable for navigating the increasingly connected and complex world of the digital age. Students of the major will be prepared to meet this challenge by acquiring competencies in all aspects of the marketing discipline including, being able to thoroughly conduct analyses of market segments, understand and appreciate the needs of all societal stakeholder groups and meet the expectations of all targeted groups with sound strategic marketing plans. Students in the program will also come to understand the substance of how marketing practice must be inextricably linked with other essential functional areas of an organization in order to achieve its mission. Integrated into the curriculum are opportunities for students to acquire hands-on experience by applying marketing tools to serve a variety of organizations in the outside community.

Learning Outcomes

It is expected that students pursuing the Marketing Major will accomplish the learning outcomes presented below. 

  • ANALYZE a firm’s external and internal environments from a marketing perspective and arrive at a viable strategic marketing direction for the firm (SWOT analysis). 

  • CONDUCT segmentation, targeting and positioning analyses.

  • FORMULATE a strategic marketing plan that includes marketing mix decisions.

  • EFFECTIVELY gather and analyze data pursuant to conducting a marketing research investigation including developing proficiency in: the nature and use of sampling plan methods; constructing effective survey instruments, and the application of statistical tools for organizing and interpreting data. Develop proficiency in marketing research software (e.g., SPSS) and Web Analytics. Apply research findings to develop a strategic marketing plan.

  • Students will LEARN the theoretical understanding of the Internet marketplace and practical skills to perform vital digital marketing daily functions. By the end of the course, students will be able to walk into any company with an online presence and improve their use of the Internet. They will learn Web Design, Web Analytics, Search Engine Optimization, SEO, SEM, Display advertising, Email Marketing, Social Media, Online Reputation Management, Mobile Marketing.

  • DEVELOP an international marketing strategy for a product or service.  

  • IDENTIFY and apply consumer insights to real world marketing problems. 

  • DEVELOP software technical skills.

  • CONDUCT a comparative analysis of Integrated Marketing Communication (IMC) media channels and their interrelationships, affecting realization of organizational goals and meeting target market expectations.

  • EVALUATE the effectiveness of integrated marketing communication programs.

Honors

Majors and minors who maintain a GPA of 3.0 overall and 3.0 (3.25 for minors) in their marketing courses will be considered for induction into and a lifetime membership in the Saint Mary’s chapter of American Marketing Association, the internationally recognized economics honors society.

Programs

    Bachelor of ScienceMinor

    Courses

      Marketing - Upper Division