Marketing

Bachelor of Science in Business Administration (BSBA): 180.0 quarter credits

About the Program

Marketing is one of the most dynamic areas of business because it focuses on satisfying the ever-changing wants and needs of people. Professional marketers research and identify target audiences, develop products and services, formulate pricing strategies, develop advertising and promotional campaigns, and implement methods of distribution so that customers receive products and services where and when they want them. Perhaps the most basic marketing skill is to be able to see an organization’s activities from the customer’s viewpoint.

A major in marketing prepares students for the many opportunities that exist in product and brand management, marketing research, advertising, digital marketing, customer analytics, retailing, channel management, logistics and physical distribution, professional personal selling and sales management, purchasing, wholesaling, marketing planning and analysis, public relations, marketing entrepreneurship, and new-product development. In combination with the commerce and engineering curriculum, this major prepares students to fill marketing positions that require a technical background.

 For more information about the major, contact the Department of Marketing.

Degree Requirements

Business Administration (BSBA) Degree Requirements
General Education Requirements
ENGL 101Composition and Rhetoric I: Inquiry and Exploratory Research3.0
ENGL 102Composition and Rhetoric II: The Craft of Persuasion3.0
ENGL 103Composition and Rhetoric III: Thematic Analysis Across Genres3.0
COM 270 [WI] Business Communication (WI)3.0
MATH 101Introduction to Analysis I4.0
MATH 102Introduction to Analysis II4.0
PHIL 105Critical Reasoning3.0
PSY 101General Psychology I3.0
UNIV B101 [WI] The Drexel Experience2.0
English literature elective: (ENGL 200 through ENGL 399)3.0
Fine arts elective3.0
History (HIST) elective3.0
Select two of the following:6.0
Applied Cells, Genetics & Physiology
Applied Biological Diversity, Ecology & Evolution
Applied Chemistry
Applied Physics
General Education Category Electives
Students select seven (21.0 credits) general education electives, with a minimum of one course in each of the following three categories. Students take the remaining 12.0 credits from any of the topics listed under "Additional General Education Electives."
Society and Culture
Communication, English, Fine Arts, International Area Studies, Language, Philosophy 3.0
Social Science
Anthropology, History, Sociology, Political Science, Psychology3.0
Science
Computer Science, Information Systems, Science3.0
Additional General Education Electives
Communication, English, Fine Arts, International Area Studies, Language, Philosophy, Anthropology, History, Sociology, Political Science, Psychology, Computer Science, Information Systems, Math, Science12.0
Business Requirements *
BUSN 101Foundations of Business I4.0
BUSN 102Foundations of Business II4.0
ACCT 115Financial Accounting Foundations4.0
ACCT 116Managerial Accounting Foundations4.0
BLAW 201Business Law I4.0
STAT 201Introduction to Business Statistics4.0
ECON 201Principles of Microeconomics4.0
ECON 202Principles of Macroeconomics4.0
FIN 301Introduction to Finance4.0
MIS 200Management Information Systems4.0
MKTG 301Introduction to Marketing Management4.0
OPM 200Operations Management4.0
ORGB 300 [WI] Organizational Behavior (WI)4.0
INTB 200International Business4.0
MGMT 450Strategy and Competitive Advantage4.0
Select one of the following:4.0
Business Statistics II **
Introduction to Entrepreneurship
Management Simulation
Business Consulting
Major Requirements24.0
Free Electives28.0
Total Credits180.0

 

*

Online Business students take BUSN 111 and BUSN 112 [WI] (a four-day residency in Philadelphia) instead of BUSN 101 and BUSN 102. Online students should check with their advisors because additional requirements may apply.


 

Marketing Major Required Courese
MKTG 380Seminar in Marketing Strategy4.0
Select five of the following:20.0
Selling and Sales Management
Advertising & Integrated Marketing Communications
Marketing Channels and Distribution Systems
Marketing Research
Professional Personal Selling
New Product Development
Services Marketing
Marketing for Non-Profit Organizations
Business-to-Business Marketing
Interactive Marketing
Consumer Behavior
Global Marketing
Transportation and Logistics
Brand and Reputation Management
Marketing for New Ventures
Total Credits24.0

Sample Plan of Study

 

Term 1Credits
BUSN 101Foundations of Business I4.0
ECON 201Principles of Microeconomics4.0
ENGL 101Composition and Rhetoric I: Inquiry and Exploratory Research3.0
MATH 101Introduction to Analysis I4.0
UNIV B101 [WI] The Drexel Experience1.0
 Term Credits16.0
Term 2
BUSN 102Foundations of Business II4.0
ECON 202Principles of Macroeconomics4.0
ENGL 102Composition and Rhetoric II: The Craft of Persuasion3.0
MATH 102Introduction to Analysis II4.0
 Term Credits15.0
Term 3
ACCT 115Financial Accounting Foundations4.0
ENGL 103Composition and Rhetoric III: Thematic Analysis Across Genres3.0
PSY 101General Psychology I3.0
General education elective3.0
Society and culture course3.0
 Term Credits16.0
Term 4
ACCT 116Managerial Accounting Foundations4.0
STAT 201Introduction to Business Statistics4.0
History elective3.0
Select one of the following:3.0
Applied Cells, Genetics & Physiology
Applied Biological Diversity, Ecology & Evolution
 
Applied Chemistry 
Applied Physics 
 Term Credits14.0
Term 5
BLAW 201Business Law I4.0
COM 270 [WI] Business Communication3.0
INTB 200International Business4.0
Select one of the following:3.0
Applied Cells, Genetics & Physiology
Applied Biological Diversity, Ecology & Evolution
 
Applied Chemistry 
Applied Physics 
 Term Credits14.0
Term 6
FIN 301Introduction to Finance4.0
MKTG 301Introduction to Marketing Management4.0
ORGB 300 [WI] Organizational Behavior4.0
ENGL 200 Through ENGL 399 3.0
 Term Credits15.0
Term 7
MIS 200Management Information Systems4.0
OPM 200Operations Management4.0
MKTG major course4.0
Science or Computer Science elective3.0
 Term Credits15.0
Term 8
MKTG Major Course4.0
PHIL 105Critical Reasoning3.0
Select one of the following:4.0
Business Consulting 
Introduction to Entrepreneurship 
Management Simulation 
Business Statistics II 
Free electives4.0
 Term Credits15.0
Term 9
MKTG major course4.0
General education elective3.0
Free electives8.0
 Term Credits15.0
Term 10
MGMT 450Strategy and Competitive Advantage4.0
MKTG major course 4.0
Fine arts elective 3.0
Free elective 4.0
 Term Credits15.0
Term 11
MKTG 380Seminar in Marketing Strategy4.0
UNIV B101 [WI] The Drexel Experience1.0
General education elective3.0
Social science elective3.0
Free elective4.0
 Term Credits15.0
Term 12
MKTG major course 4.0
General education elective3.0
Free electives 8.0
 Term Credits15.0
Total Credit: 180.0

Co-op/Career Opportunities

Marketing opportunities abound in all types of organizations — including manufacturing firms, wholesalers, retail stores, Internet firms, service organizations, banking and financial institutions, law and accounting firms, hospitals, colleges and universities, museums, chambers of commerce, professional sports teams, government agencies, charitable foundations, churches, and countless other settings. Any organization that seeks to reach a particular audience or consumer group needs the skills of marketers.

There are many specialized jobs in marketing, including product and brand managers, marketing researchers, advertising executives, pricing analysts, direct (non-store) marketers, Internet marketers, professional buyers, manufacturing agents, transportation and distribution managers, industrial and consumer salespeople, stockbrokers, sales managers, college enrollment managers, wholesalers, retailers, marketing planners, sales forecasters, marketing cost analysts, public relations managers, media and event planners, sales promotion managers, trade show or exhibit marketers, new product development managers, management consultants, digital marketers, and international marketers.

Co-Op Experiences

When students complete their co-op jobs, they are asked to write an overview of their experiences.These brief quotes are taken from some recent student reports:

Marketing research assistant, manufacturing firm: “Assisted in the development of new products, which included gathering information concerning competitive products, markets, pricing. Conducted testing of new products. Assisted in special projects. . .gained good experience. ”

Retail analyst, producer of luxury home products: “Supported the sales and production divisions.Tracked weekly and monthly sales information. Developed product placement charts for forecasting. Assisted in maintaining productivity reports. Developed and presented a window treatment market analysis. "

Activity-based management (ABM) analyst
, pharmaceuticals manufacturer: "Supported the ABM team (5 people). Member of two sub-project teams. Maintained full participation on both sub-teams while still maintaining responsibilities on core team. Developed proficiencies in re-engineering methodologies, activity-based costing methodologies, and support of change management. . .included as a full team member. ”
Visit the Drexel Steinbright Career Development Center page for more detailed information on co-op and post-graduate opportunities.

Minor in Marketing

Requirements

  • No more than 2 courses or 8.0 credits required by a student’s major may be counted towards this minor.
  • A grade of “C” (2.0) or better must be earned for each course in this minor for it to be counted.
  • No more than two transfer courses may be used to complete this minor. Transfer credits must be taken before matriculated at Drexel.
  • Students should check the pre-requisites of all classes when selecting electives. It is the responsibility of the student to know pre-requisites.
  • Business administration and business & engineering students may complete any of the business minors, including:  accounting, business, economics, entrepreneurship, finance, international economics, legal studies, management information systems, marketing, and operations management.

All prospective students should meet with an advisor from the College as soon as possible. Call 215.895.2110 to set up an appointment.


Requirements
MKTG 301Introduction to Marketing Management4.0
MKTG 380Seminar in Marketing Strategy4.0
Select four of the following:16.0
Selling and Sales Management
Advertising & Integrated Marketing Communications
Marketing Channels and Distribution Systems
Marketing Research
Professional Personal Selling
New Product Development
Services Marketing
Marketing for Non-Profit Organizations
Business-to-Business Marketing
Interactive Marketing
Consumer Behavior
Global Marketing
Transportation and Logistics
Brand and Reputation Management
Marketing for New Ventures
Total Credits24.0


Courses

MKTG 301 Introduction to Marketing Management 4.0 Credits

Provides a conceptual and applications-oriented framework for marketing decision-making in a dynamic environment. Emphasizes satisfying target customers and achieving organizational objectives through skillful blending of strategies in product development, pricing, promotion, and distribution.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Cannot enroll if classification is Freshman or Sophomore

MKTG 321 Selling and Sales Management 4.0 Credits

Covers planning, direction, and control of the personal selling activities of an organization, including recruiting, selecting, training, equipping, assigning, routing, supervising, compensating, motivating, leading, and evaluating a sales force.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 322 Advertising & Integrated Marketing Communications 4.0 Credits

Examines advertising principles, techniques, technologies, and methods; artistic and creative aspects; psychological appeals; and production. Covers advertising and promotion management, including organization and planning, problems and strategies, media selection and evaluation, and agency-client relationships.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Cannot enroll if classification is Freshman or Sophomore
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 324 Marketing Channels and Distribution Systems 4.0 Credits

Examines philosophies, concepts, principles, and methods that must be employed to achieve maximum effectiveness and efficient.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Cannot enroll if classification is Freshman or Sophomore
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 326 Marketing Research 4.0 Credits

Applies analytical tools in the investigation of marketing problems. Emphasizes systematic research design, gathering, and interpretation of information for marketing decision-making.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Cannot enroll if classification is Freshman or Sophomore
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 344 Professional Personal Selling 4.0 Credits

Prepares students for business-to-business personal selling careers. Uses role-playing and experiential exercises to teach the latest strategies and tactics in prospecting and qualifying, planning sales calls, approaching prospects, making sales presentations, negotiating resistance, confirming and closing "win-win" agreements, and servicing customers to ensure satisfaction.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Cannot enroll if classification is Freshman or Sophomore
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 347 New Product Development 4.0 Credits

Analyzes the process of discovering new product opportunities and creating new product ideas that are strategically sound. Covers demand analysis, futuristics, new product strategy, creativity techniques, product evaluation, interacting with research and development departments, and developing a marketing plan.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Cannot enroll if classification is Freshman or Sophomore
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 348 Services Marketing 4.0 Credits

Covers marketing theory, concepts, strategy, and tactics as applied to the unique characteristics and demands of service-oriented industries such as health care, transportation, finance, law, consulting, education, training, tourism, security, entertainment, and hospitality within a global macroenvironment.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Cannot enroll if classification is Freshman or Sophomore
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 351 Marketing for Non-Profit Organizations 4.0 Credits

Applies the marketing concepts of product, price, promotion, distribution, and benefit-cost maximization to the exchange relations of non-profit organizations.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Cannot enroll if classification is Freshman or Sophomore
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 353 Business-to-Business Marketing 4.0 Credits

Covers practices, strategies, and managerial problems in marketing and distributing industrial products and services to the industrial customer; procurement and sales practices; and cost and price analysis.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Cannot enroll if classification is Freshman or Sophomore
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 355 Interactive Marketing 4.0 Credits

Addresses the principles, techniques, and methods of direct, interactive marketing in an era of emerging global technologies. Emphasizes field work, projects, and presentations.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 356 Consumer Behavior 4.0 Credits

Applies contemporary behavioral science to consumer decision-making, including the relationship between the efforts of business firms in marketing their products and the reactions of ultimate consumers.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Cannot enroll if classification is Freshman or Sophomore
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 357 Global Marketing 4.0 Credits

Examines international involvement of companies from exporting to the multinational enterprise stage. Covers the nature of international competition; distribution systems; pricing and credit policies; promotional methods; trade barriers and agreements; and the cultural, political, legal, ethical, and technological barriers.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Cannot enroll if classification is Freshman or Sophomore
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 362 Brand and Reputation Management 4.0 Credits

The course focuses on the strategic management of product and organization brands, both corporate and non-profit, and how one can build brands that are highly distinguished reputationally to enhance financial value, attract and keep top talent and build relationships with customers, communities, and other key stakeholders.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 363 Brand & Reputation Management Project 1.0 Credit

Analysis of a "real world" organization's corporate brand and reputation management. Topic and scope must be approved by the Academic Director of the Center for Corporate Reputation Management. The integrative experience required for completion of the Certificate in Corporate Brand and Reputation Management.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Can enroll if classification is Senior.
Prerequisites: MKTG 301 [Min Grade: C-] and MKTG 362 [Min Grade: D] and MKTG 322 [Min Grade: D] and COM 280 [Min Grade: D]

MKTG 364 Marketing for New Ventures 4.0 Credits

Examines the unique marketing challenges faced by entrepreneurs launching new products and/or services. Topics include: designing new offerings, targeting customer segments, and marketing on a tight budget. The course is designed to be useful for small business owners, managers at large companies, and social entrepreneurs.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Prerequisites: MKTG 301 [Min Grade: D]

MKTG 365 New Media Marketing 4.0 Credits

Marketing practices have dramatically shifted with the rise of social media & the proliferation of devices, platforms & applications. This rapidly changing environment presents new opportunities & challenges for marketers. Through a combination of case studies, best practice examples, & the development of social & digital media marketing plans, students learn how the elements of a digital strategy work together with traditional media to attract prospective customers.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 366 Customer Analytics 4.0 Credits

Customer analytics is about applying (often simple) models to understand and predict customer behavior. Firms have access to more information about their customers than ever before. But data alone should not be confused for knowledge. The role of the model is to summarize patterns and generate predictions of customer behavior in the future. We will use simple models from probability theory and stochastic processes as a lens through which to view customer behavior.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Prerequisites: STAT 201 [Min Grade: C-] or STAT 205 [Min Grade: C-]

MKTG 380 Seminar in Marketing Strategy 4.0 Credits

Builds upon marketing concepts learned in other courses and presents an integrated approach to marketing strategy. Uses a number of real-life cases and requires students to work in groups and make project presentations.

College/Department: LeBow College of Business
Repeat Status: Not repeatable for credit
Restrictions: Can enroll if classification is Senior.
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 498 Special Topics in Marketing 1.0-12.0 Credit

This course covers topics of particular interest to marketing students.

College/Department: LeBow College of Business
Repeat Status: Can be repeated multiple times for credit
Prerequisites: MKTG 301 [Min Grade: C-]

MKTG 499 Independent Study 0.5-6.0 Credits

Independent Study.

College/Department: LeBow College of Business
Repeat Status: Can be repeated multiple times for credit

Marketing Faculty

Rolph E. Anderson, PhD (University of Florida) Royal H. Gibson Sr. Professor of Marketing. Professor. Personal selling and sales management; multivariate data analysis; customer relationship management (CRM); customer satisfaction and customer loyalty.
Trina Larsen Andras, PhD (University of Texas at Austin) Head of the Department of Marketing; Academic Director, Center for Corporate Research Management. Professor. International marketing, marketing channels management, cross-cultural communication.
Michaela Draganska, PhD (Kellog School of Management, Northwestern University). Associate Professor. Advertising strategy, product assortment decisions, new product positioning, distribution channels.
Larry Duke, MBA (Harvard Business School). Associate Clinical Professor. International marketing and strategy, new product development, business-to-business marketing, marketing of financial services.
Michael Howley, PhD (Arizona State University). Associate Clinical Professor. Investments in dissatisfied customers, service recovery, health care marketing, marketing of service organizations, financial consequences of marketing actions.
Yanliu Huang, PhD (The Wharton School, University of Pennsylvania). Assistant Professor. Consumer n-store decision making, consumer planning, health marketing, memory and learning.
Daniel Korshun, PhD (Boston University ). Assistant Professor. Brand and corporate reputation management, corporate social responsibility, internal marketing, marketing strategy, relationship marketing.
Hyokjin Kwak, PhD (University of Georgia) Department of Marketing. Associate Professor. Advertising effects, consumer behaviors and e-commerce.
Bert Rosenbloom, PhD (Temple University) Rauth Chair of Electronic Commerce. Professor. Marketing channels and distribution systems, electronic commerce, interorganizational marketing management, wholesale and retail distribution, marketing strategy and planning.
Prashant Srivastava, PhD (Oklahoma State University). Associate Clinical Professor. New product development, supply chain management, B2B marketing, sales, strategic alliances, organizational learning, market orientation, healthcare marketing, and database marketing.
Rajneesh Suri, PhD (University of Illinois at Urbana-Champaign). Professor. Pricing, promotions and branding.
Srinivasan Swaminathan, PhD (University of Texas-Austin). Professor. Marketing research and strategy, pricing and promotions, loyalty and satisfaction.
An Tran, PhD (University of Colorado--Boulder). Assistant Clinical Professor. Intertemporal choice, the psychology of time and money, consumer planning, financial decision making.
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