The marketing specialization is designed for the student planning a career in sales, advertising, consumer relations, marketing management, retailing services, small business operations, or international business. Students develop a breadth of knowledge about the dynamic consumer orientation process by which persons and organizations strive to anticipate and satisfy customers' product needs and wants. The student develops an understanding of marketing concepts and functions.
The bachelor of arts in business administration with a marketing specialization is offered or awarded to students at Saint Leo University Centers other than University Campus. Students may not receive a bachelors of arts in marketing and a bachelor of arts in business administration with a marketing specialization.
Required courses in addition to the Common Body of Knowledge and support courses are as follows:
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| Specialization Classes | 30 |
| GBA 321 | Essential Business Skills | (3) |
Prerequisites: ENG 122, and junior standing; This course will focus on the practical application of business skills needed by the emerging college graduate. Course contents include such topics as active listening, interpersonal communications, interviewing, intercultural awareness and sensitivity, presentation skills, assertiveness, coaching, written communications, barriers to effective management, office politics, PowerPoint applications, nonverbal communication, business etiquette, impromptu speaking, decision making, career planning, job-seeking activities, creation of typical business documents, working in a team/group environment, coaching/mentoring, conducting meetings, and self-assessment. |
| GBA 440 | International Business | (3) |
Prerequisites: MKT 301, MGT 301; A global perspective that educates students and professionals on the key issues facing international business managers as well as the strategies to operate and manage successfully multinational companies. It provides the tools and knowledge on how to use marketing, finance, operations, human resources, accounting, and logistics to create a sustainable competitive advantage. Basic theoretical principles are combined with real applications to demonstrate how they should be applied in the global business arena. |
| MKT 308 | Personal Selling | (3) |
Prerequisites: ACC 301; This course provides the foundation for successful selling concerning legal issues, preparation, prospecting, approach, presenting, closing, and follow-up. Consumers' purchase decisions, interpretation of body language, and overcoming objections are studied. Offered fall semester. |
| MKT 310 | Integrated Marketing Communication | (3) |
Prerequisites: MKT 301, MKT 308; This course provides an introductory understanding of integrated marketing communication and promotion, including strategic planning and tactical execution of a communication plan. Emphasis is on developing and launching an integrated communications, branding, and advertising plan targeting multiple segments and employing both traditional and new media. Offered spring semester. |
| MKT 324 | Marketing Research | (3) |
Prerequisites: ACC 301, MAT 201; From problem formulation and objective setting, this course details how to undertake primary and secondary research; that is, exploratory, descriptive, and causal research. It details focus groups, questionnaire design, measurement scales, sampling procedures, sampling and non-sampling error, data collection, editing, analysis, and synthesizing data into a cogent, succinct report. Offered spring semester. |
| MKT 345 | Social Media Marketing | (3) |
Prerequisites: MKT 301, COM 140; This course covers the key techniques and methods on how to manage marketing operations online. It focuses on presenting cutting-edge business strategies that generate value by applying and adjusting marketing techniques in the online environment and utilizing social media. The purpose of the course is to prepare the students to expand a company's marketing activities online and to coordinate both traditional social media marketing strategies in a way that maximizes a company's long-term competitive advantage. Offered spring semester. |
| MKT 383 | Consumer Behavior | (3) |
Prerequisites: MKT 301; This course studies consumers' purchase and consumption patterns and their implications on marketing decisions. The consumers' decision process is detailed, including need recognition, search, pre-purchase evaluation, consumption, and satisfaction, with an emphasis on individual consumer differences, the psychological process, and environmental influences. Offered fall semester. |
| MKT 498 | Marketing Policies and Strategies | (3) |
Prerequisites: ACC 301, and nine additional marketing credits; The managerial approach using case studies to develop policies and strategies for marketing as a total system. Analysis of underlying forces influencing marketing decisions. Offered spring semester. Additional fees apply for ETS examination and marketing computer simulation. |
| | Two upper-level (300- or 400- level) business courses | (6) | | *MGT 320 is a recommended elective |
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