2020-2021 Catalog

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Marketing, BSBA

Overview

The BSBA in marketing requires the completion of 21 credit hours in marketing beyond the completion of MKT-210 (or MKT-H210) and MKT-220 (or MKT-H220) at Suffolk University. Additionally, qualifying students may elect to participate in an honors marketing track.

Choosing a concentration is not required to be a Marketing major.

Degree Requirements

Students can earn a bachelor of science in business administration with this major. See the requirements for the Bachelor of Science in Business Administration degree.

Required Courses (4 courses, 12 credits)

MKT-317Consumer Behavior

3
MKT-322Marketing Analytics

3
MKT-419Marketing Policies & Strategies

3
MKT-499Customer Insights and Decision Making

3

Elective Courses (3 courses, 9 credits)

MKT-313Professional Selling

3
MKT-314Professional Services Selling

3
MKT-315Integrated Marketing Communication

3
MKT-H315Honors Integrated Marketing Communication

3
MKT-333Global Social Innovation

3
MKT-H333

MKT-410Digital Marketing Fundamentals

3
MKT-420Marketing for Entrepreneurs

3
MKT-421Global Marketing

3
MKT-H421Honors Global Marketing

3
MKT-422Sales Management

3
MKT-H422

MKT-423Global Retail Strategy

3
MKT-424Sports Partnership, Activation, and Engagement

3
MKT-426Sports Marketing

3
MKT-427Supply Chain Management

3
MKT-428The Business of Sports and the Media

3
MKT-429eSports: Marketing Insights from the New Frontier

3
MKT-430Sports Marketing Consulting

3
MKT-435Digital Marketing Challenges

3
MKT-H435Honors Digital Marketing Challenges

3
MKT-436Marketing for Nonprofit Organizations: Insights and Innovation

3
MKT-440New Product Development

3
MKT-442Brand Marketing

3
MKT-444Social Media Marketing

3
MKT-446Disruptive Technologies in Marketing

3
MKT-H446Honors Disruptive Technologies in Marketing

3
MKT-456

MKT-H456Honors Digital Analytics

3
MKT-466

MKT-472Global Bio-Tech Business & Marketing

3
MKT-H472

MKT-510Directed Study

1
MKT-520Marketing Internship

3

Honors Courses

All required courses for the Marketing major (MKT-317, MKT-322, MKT-419, and MKT-499) are offered at the honors level. Also, many MKT elective courses are offered at the honors level. The electives rotate annually.

Honors Track

The Marketing Honors Track requires a GPA of 3.2 or higher, with no grades of I, D, or F, and the completion of one of two options:

OPTION 1 Required:

MKT-H317Honors Consumer Behavior

3
MKT-H322Honors Marketing Analytics

3
MKT-H419Honors Marketing Policies & Strategies

3
MKT-H499Customer Insights and Decision Making

3

Recommended: take additional Marketing Honors electives to enhance the Honors experience.

OPTION 2 Required:

Take any five (5) Marketing Honors courses (excluding MKT-H210 and MKT-H220).

Concentrations

Students have the option to choose one of the following Marketing concentrations; however, choosing a Marketing concentration is not required.

Marketing majors who choose to specialize in one of five concentrations are required to complete the Marketing major requirements; MKT-317, MKT-322, MKT-419, and MKT-499, as well as follow the instructions below for their area of personal interest.

Sports Marketing (3 courses, 9 credits)

Select three (3) from the following:

MKT-424Sports Partnership, Activation, and Engagement

3
MKT-426Sports Marketing

3
MKT-428The Business of Sports and the Media

3
MKT-429eSports: Marketing Insights from the New Frontier

3
MKT-430Sports Marketing Consulting

3

Digital Marketing (3 courses, 9 credits)

Select three (3) from the following:

MKT-410Digital Marketing Fundamentals

3
MKT-429eSports: Marketing Insights from the New Frontier

3
MKT-435Digital Marketing Challenges

3
MKT-444Social Media Marketing

3
MKT-446Disruptive Technologies in Marketing

3
MKT-456

MKT-466

Product Innovation and Brand Marketing (3 courses, 9 credits)

Select three (3) from the following:

MKT-315Integrated Marketing Communication

3
MKT-423Global Retail Strategy

3
MKT-436Marketing for Nonprofit Organizations: Insights and Innovation

3
MKT-440New Product Development

3
MKT-442Brand Marketing

3
MKT-444Social Media Marketing

3
MKT-446Disruptive Technologies in Marketing

3
MKT-472Global Bio-Tech Business & Marketing

3

Global Marketing (3 courses, 9 credits)

Complete all three (3):

MKT-333Global Social Innovation

3
MKT-421Global Marketing

3
MKT-423Global Retail Strategy

3
MKT-472Global Bio-Tech Business & Marketing

3

Professional Selling (3 courses, 9 credits)

Complete all three (3):

MKT-313Professional Selling

3
MKT-314Professional Services Selling

3
MKT-422Sales Management

3

General Cross-Concentration Elective*

MKT-H525Honors Professional Marketing Consulting

3

*MKT-H525 can be used as an elective option in Marketing concentrations on a case-by-case scenario dependent on the MKT-H525 client for the enrolled semester.

Learning Goals and Objectives

Learning goals and objectives reflect the educational outcomes achieved by students through the completion of this program. These transferable skills prepare Suffolk students for success in the workplace, in graduate school, and in their local and global communities.

Learning Goals Learning Objectives
Students will… Upon completion of the program, each student should be able to...
Understand the methods of collecting, processing and analyzing marketing information to make informed marketing decisions. - Identify the marketing research steps in the correct order.
   Step 1: Define research problem
   Step 2: Determine research design (approaches)
   Step 3: Develop data collection instruments (e.g. measurement scales and questionnaire)
   Step 4: Determine sampling methods
   Step 5: Analyze data
   Step 6: Describe research results
- Demonstrate ability to choose appropriate research design for given marketing research study parameters. For example: Exploratory Research, Descriptive Research, and Causal Research.
- Demonstrate ability to apply appropriate statistical analysis method.
Identify key factors of the marketing environment as they apply to marketing strategy. - Identify Relevant Marketing Environment Factor Analysis.
- Identify associated trends for each relevant factor.
- Understand implications of the environmental scan for marketing strategy, in terms of segmentation, targeting, and positioning (STP).
- Implement the strategy in the form of the 4Ps (Product, Price, Place, Promotion).