Marketing | Davenport Programs

Marketing (MKTG BBA)

120 Credits

BACHELOR OF BUSINESS ADMINISTRATION • 120 CREDITS • MKTG BBA

Marketing students gain skills in business fundamentals and specific marketing disciplines in a learning environment that balances textbook theory with real-world marketing application. Students become familiar with the marketing functions and processes that deliver customer value, enhance customer relationships and benefit organizations and their stakeholders. Varied learning methodologies that emphasize critical thinking, problem solving and ethical decision-making prepare students for the marketing challenges of today’s global environment. Graduates earn a Bachelor of Business Administration degree with a major in Marketing and an elective Specialty in Digital Marketing and Promotion or Marketing Technology.

Which class should I take? When should I take it?

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Foundations of Excellence		39 Credits
ACES100 or OPEN	Achieving Career and Education Success or (if exempt) Open Elective ACES100 - This course presents the skills needed for university success and initiates students to career planning and development. Students evaluate their abilities and interests in order to develop career goals and align these goals with an appropriate course of study. Through a career investigation project, students are introduced to research techniques. Students also improve on academic skills necessary to successfully complete university work, such as critical thinking, study techniques, and test taking strategies. In addition, students are introduced to important dynamics of interpersonal communication and conflict resolution. The course also orients students to the University, to the Davenport University Excellence System, and to other elements of the Davenport curriculum. (This course is required for all new business and technology students, except those transferring with 30 or more semester credits.) Open Elective - Any course at the 100 level or above that is not already required in program.	3
COMM120	This course introduces and applies the theories and principles of effective communication. Students learn to organize and present clear, logical messages to specific audiences. They develop confidence in public speaking and increase their ability to inform and persuade listeners. They also implement critical thinking and listening skills. Finally, students exhibit the skills and tools necessary to construct, organize, and deliver effective speeches. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees.
DATA275	The basics of data analytics are introduced including descriptive, predictive and prescriptive statistics, regression analysis, and data visualization. The instructional approach is an application-based introduction to data analytics practices such as data cleaning, data organization for analysis, and exploratory data analysis. A key component of instruction is an emphasis on hands-on practice with data analysis projects and presentation of results to multiple audiences. Techniques examined emphasize applicability in multiple organizational sectors including business, healthcare, and technology. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): STAT220
ECON200	This course introduces students to economics. Students learn the basics of supply and demand; the market economy; elasticity; the foundation of consumer demand; the theory of the business firm and costs of production; the market structures of perfect competition, monopoly, oligopoly, and monopolistic competition; theories of labor unions and wages; antitrust policy; and the microeconomic view of international business. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): ENGL109 and MATH120 or MATH125
ECON201	This course introduces students to economics, the schools of economic thought, and international economics. Students learn the methodology, concepts, and terminology of macroeconomics, including principles, theories, and tools. They also study banking, money, the Federal Reserve System, and monetary theory. In addition, macroeconomic problems such as inflation, unemployment, economic growth, and globalization are discussed. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): ENGL109 and MATH120 or MATH125
ENGL109	This course introduces students to expository and persuasive writing. Employing critical thinking and the writing process, students will compose academic essays utilizing a variety of modes. They will also analyze and respond to a variety of academic and professional readings. Students will evaluate information and audience to improve form and content. Students are also introduced to the research process, including finding, evaluating, and documenting sources, to complete a short research project using the American Psychological Association Style. Note: ENGL109L is a 0 credit hour lab utilized in the Accelerated Learning Program (ALP). Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): Appropriate test scores or successful completion of ENGL021. Student must also complete a diagnostic writing sample.
ENGL110	This course further develops the skills in expository and persuasive writing that were introduced in ENGL109, English Composition. Students develop critical thinking through the creation of essays and documents that use argumentation and persuasion. As a team, students collaborate to present a required assignment to the class. Students learn to research, evaluate, and incorporate information from both primary and secondary sources, to document secondary sources using APA format, and to analyze information and audiences to improve form and content. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): ENGL109
ENGL311	This course develops the written and presentation skills necessary for success in professional, supervisory, or managerial positions. Emphasis on communication in both on-paper and digital media is included. Students also learn to use a variety of formats, styles, and delivery systems to achieve the clear, concise, and professional communication required to communicate in global markets. To stress the importance of workplace communication, students create a major professional document as a team. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): ENGL110 and COMM120
HUMN	Humanities Elective	3
SOSC	Social Science Elective	3
SOSC201	This course introduces students to the complex issues surrounding diversity in U.S. society and to the need for understanding difference in an increasingly globalized world. Students will explore the social-historical context of multiple experiences on individual, cultural and institutional levels. They will analyze the complex interactions regarding diversity in organizations. Students will also evaluate their own thoughts, attitudes, and behaviors in order to understand their roles in a diverse society. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees.
STAT220	This is the basic statistics course in which students learn to collect, analyze, present and interpret data. Descriptive and inferential statistical methods are applied in problem-solving and decision-making situations. Analysis of large, real-world data sets will be performed using statistical software. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MATH120 or MATH125
MATH120 or MATH125	College Mathematics or Intermediate Algebra MATH120 College Mathematics Students in this course will explore and apply college-level mathematical concepts so as to enhance their critical and creative thinking skills. Topics will include i) problem solving, ii) set theory and real numbers, iii) linear, quadratic, exponential, and logarithmic functions, and iv) counting techniques and probability. Other topics of interest will be selected from graph theory, prime numbers, logic, number representation, and voting theory. Additional course fee(s) apply for MATH120L, a 0 credit hour lab utilized in the Accelerated Learning Program (ALP). Prerequisite(s): Appropriate test scores or successful completion of MATH030. Students must also successfully complete an assessment exam on the first day of class. MATH125 Intermediate Algebra This course is designed to prepare students for the traditional calculus sequence. Course coverage includes the definitions, properties, and arithmetic of algebraic expressions, solving equations and inequalities, an introduction to functions, graphing equations and functions (e.g., linear, quadratic, rational, radical, exponential, and logarithmic). The course also includes a brief introduction to right triangle trigonometry. Techniques of problem solving and applications are integrated throughout the course. Note: A grade of C or above is required to take MATH135 or MATH150. Additional Course Fee(s) apply. Prerequisite(s): Appropriate test scores or successful completion of MATH030. Students must also successfully complete an assessment exam on the first day of class.	3

Foundations of Business		32 Credits
ACCT201	This course is an introduction to accounting principles emphasizing the operation of a business as a sole proprietorship and covers the complete accounting cycle for merchandising and service entities. Partnership accounting is also covered. The application of computer technology to accounting processes is integrated into this course. Grade Note(s): A grade of C or better is required to take the next course in the sequence. Co-requisite(s): BITS 211
ACCT202	This course continues the study of accounting principles with special emphasis on corporations, and basic principles of managerial accounting. Note: A grade of C or better is required to take ACCT301. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): ACCT201 with a C grade or above.
BITS211	Students create and manipulate spreadsheets with MS Excel to solve business applications. It is expected that students have a familiarity with spreadsheet software, as the course quickly progresses to advanced features, including data validation, linked workbooks, pivot tables, lookup functions, solver, and scenario manager. By the end of the semester, students will have the prerequisite skills to take applicable certification testing. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Recommended Prerequisite(s): MATH120 or MATH125
BUSN210	This course explores applied ethics, focusing on social and professional situations especially in the fields of business, law, and technology. Students learn ethical theory as they examine the complexities of ethical dilemmas. Students also compare and contrast ethical and moral systems. In addition, students apply creative and critical thinking to ethical dilemmas involving professional and social responsibility. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees.
CISP111	This course surveys the main components of the business systems cycle. The five phases of the systems development life cycle (SDLC) (systems planning, system analysis, systems design, systems implementation, and system operation and support) will be investigated. Students will look at how many of the typical business needs are incorporated into a business system. These may include invoicing, accounts receivable, order entry, inventory, accounts payable, payroll, manufacturing, and sales/marketing. Participation in a group project, site visit, or case study will give students a sense of group dynamics in real-world systems development projects. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Recommended Prerequisite(s): CISP100
FINC211	This course covers the fundamental principles of corporate finance. Students will be introduced to various methods of company analysis, the term structure of interest rates, the relationship between risk and return, time value of money principles, security analysis, cost of capital and capital structure, and capital budgeting techniques. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): ACCT201
GPMT287	Students gain an essential understanding of the discipline and approach to the management of projects in a global environment. Topics explained include project definition, resource planning, project scheduling with Gantt charts, project control, as well as planning and scheduling with limited resources. Topics are explored from both a quantitative and qualitative perspective. Students learn and utilize project software throughout the course. Various techniques used in planning, scheduling, ROI, and controlling projects will be explored and applied through the use of simulations. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): HLTH211, MGMT211 or CISP111
LEGL210	This survey course covers the fundamental principles of business law, including the legal system, dispute resolution, government regulation torts, and crimes affecting business, contracts, sales, and agency. Court decisions are used to encourage analytical thinking. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Co-requisite(s): ENGL110
MGMT211	This course provides a foundation in basic management principles with special application and focus on the supervisory level of management. The four universal functions of management (planning, organizing, leading, and controlling) are explored. Students learn the theories and study their impact on the history of management practices. Proper case analysis process is also examined and applied through the discussion of various supervisory/managerial case situations. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Co-requisite(s): ENGL109
MKTG211	This course explores the role of marketing in society and in the success of an organization. Students learn and apply the strategies, tactics and terminology used by market-oriented businesses. Through critical thinking exercises and case analysis, students become familiar with the primary tools of marketing including market segmentation, product, pricing, marketing communication, research, and marketing channel strategies. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Co-requisite(s): ENGL109

Major		42 Credits
BUSN489 or MKTG490	Field Experience in Business or Marketing BBA Internship BUSN489 Field Experience in Business 3 CR This course provides students the opportunity to apply discipline-related knowledge through live, field-based projects with organizational clients from diverse industries and sectors, including entrepreneurs, small businesses, and non-profit organizations, among others. Teams of three to five students, with support of faculty, provide data, analysis, and recommendations designed to help clients achieve new insights on organizational challenges and to impact growth. This course is one option to meet the Experiential Learning requirement in the D.W. Maine College of Business. Prerequisite(s): Senior status; minimum cumulative GPA of 2.0 and minimum major GPA of 2.3. MKTG490 Marketing BBA Internship 3 CR Attend Mandatory Internship Workshop at least two semesters prior to your desired internship course semester. The required internship workshop and approval process can be found at: https://my.davenport.edu/internships This bachelor-level internship is the integration of previous classroom instruction with new learning acquired through on-the-job work experience. The experience should be related as closely as possible to the student’s major field and individual interest. 150 hours of career-related work time shall be required for the 3 credit course pursued. Internship hours will be scheduled in partnership between the student and the site and reported via weekly reports filed by the student in the academic course. Students will be supported to identify site possibilities; however, responsibility for selection by the internship employer rests with the student. The internship may be either paid or unpaid. An appropriate faculty member and the internship site supervisor will evaluate the student’s performance. Note: Any unexcused non-attendance or dismissal from an internship will result in a grade of F. A grade of C or better is required to pass this course. A criminal background check and drug screen may be required by the Internship site. Additional course fee(s) apply. Prerequisite(s): Senior status; Business Foundations complete; 15 or more credit hours completed in residency at Davenport; 12 or more credit hours of Marketing courses completed at Davenport; minimum cumulative GPA of 2.0 and minimum major GPA of 2.3.	3
MKTG212	This course introduces the theory and practical application of professional selling techniques with a focus on customer needs, behavior, and relationship building. Students learn the theory, practice, and procedures of successful selling while examining the personal attributes necessary for a successful sales career. Student presentation skills are enhanced through sales role-playing. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG211
MKTG310	This course provides a comprehensive examination of consumer buying behavior as it relates to marketing strategy. Students learn current economic, psychological, and sociological factors that help explain consumer behavior; examine models, theories, and research that relate to consumer behavior; and apply consumer behavior principles to target marketing. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG211
MKTG320	This course provides an in-depth examination of marketing strategies, functions and programs specifically targeting service organizations. Students learn about consumer behavior in service encounters, and positioning of services in competitive markets. Pricing, distribution and promotional methods that both differ from and integrate with traditional product marketing practices are also examined. Using case studies, students learn to diagnose and analyze service marketing plans with techniques such as position mapping, service branding, cost and value-based pricing, integrated marketing communications and distribution channel analysis. The course also addresses ethical issues and best practices related to the marketing of services. The course culminates with the development of a marketing plan for a service business or organization. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG211
MKTG322	Digital Marketing	3
MKTG412	Students will conduct, prepare, and present an actual situation analysis report for a firm using appropriate primary and secondary sources. The course reviews the nature, procedures, terminology, and application of research in solving marketing problems. Students learn the steps of marketing research, including problem definition, research design, sampling procedures, data collection methods, data analysis and interpretation, and the research report. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Recommended Prerequisite(s): FINC211 Prerequisite(s): BITS211, ENGL311, MKTG211, STAT220, and achieved senior status
MKTG421	This course is a study of the opportunities and challenges encountered in international marketing, at various scopes and degrees of international involvement. Students explore how organizations participate in and are affected by international competition; identify and analyze international market segments and related cultural difference; assess market value; and develop marketing strategies relevant to various international segments. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): ENGL311 and MKTG211
MKTG440	This marketing capstone course focuses on decision-making. Students will integrate material learned in their marketing courses and apply the definitions, concepts, and marketing logic in the analysis of marketing problems. A variety of techniques including situation analysis, SWOT analysis, secondary research and appropriate financial analysis will be used within the case analysis format to develop marketing objectives, strategies, and programs. The course will include the use of simulations and the development of a formal marketing plan. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): FINC211, MKTG310, MKTG412, and achieved senior status.

Choose 6 (six) electives from the lists below, the BBA Honors Specialty, or choose one of the following specialties:		(12-18) Credits

Digital Marketing and Promotion Specialty [DMKS]		(18) Credits
CISP211	This course is an introduction to Internet and Web based technologies, and methods improving purchase and logistics activities. Main topic areas include web-based technologies used to create new business opportunities, business strategies for e-commerce, hardware and software requirements, security concerns, payment systems, MRP, ERP concepts, cloud technology. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): CISP111
MKTG214	This course introduces the principles for managing relationships with the organization’s various audiences, including customers, employees, government, investors, and media. Students develop an understanding of public relations and learn to recognize, examine, interpret, and implement public relations activities and communications. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG211
MKTG312	This course provides a comprehensive review of digital retailing as it applies to consumer products and services. Through the study of various industry participants, from dominant online retailers such as Amazon to individual-driven selling websites like Etsy, students will become familiar with the latest digital retailing trends including social commerce, mobile commerce, omnichannel marketing, and others. A significant portion of the course will be dedicated to examining the unique aspects of consumer behavior as it relates to online shopping and to using available research in this field to increase online retail profits. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG322
MKTG324	This course provides a thorough examination of social media as an integral part of every organization’s marketing plan. Students will learn how to use social media as part of a unified marketing strategy. They will also leverage the unique aspects of these new marketing tools to accomplish organizational objectives. An essential part of this course is the interpretation of social media metrics to make sound marketing decisions. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG322
MKTG346	This course introduces students to the various branding strategies organizations use to establish and reinforce brand equity. Students will compare the various tactics available to understand how to best reinforce an organization’s brand presence. Students will also understand how to leverage content marketing to be integrated into branding strategy. Students will also understand the importance of consistent messaging to create consistent brand perception. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG322
MKTG425	This course builds on the foundational concepts from digital marketing to cover search engine marketing (SEM) and search engine optimization (SEO) in more depth. During the first half of the course students will learn how to improve website traffic through the use of SEO tactics, content marketing, social media management, and other unpaid efforts. The second half of the course will be dedicated to paid efforts, including the creation of pay-per-click campaigns using popular SEM platforms. Students will learn to interpret traffic analytics and other metrics in order to analyze campaign performance. The goal of search marketing is to gain traffic and visibility for websites and content. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG322

Marketing Technology Specialty [MTCS]		(18) Credits
BITS301	Students create, edit, and prepare graphics for print publications and web sites using professional image editing software. A project approach gives students an advanced-level of understanding of photo editing and design for a variety of media formats. Students will create dynamic artwork using layers, color commands, painting tools, filters, typeface design, and many other image techniques. Upon successful completion of this course, students will have the prerequisite skills to take applicable certification testing. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Recommended Prerequisite(s): CISP100 and CISP220
CISP211	This course is an introduction to Internet and Web based technologies, and methods improving purchase and logistics activities. Main topic areas include web-based technologies used to create new business opportunities, business strategies for e-commerce, hardware and software requirements, security concerns, payment systems, MRP, ERP concepts, cloud technology. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): CISP111
CISP220	This foundational course in web page design and development provides hands-on experiences in HyperText Markup Language (HTML), Cascading Style Sheets (CSS), and JavaScript to develop, validate, link, publish, design, and maintain web pages using industry standard tools. Topics covered include HTML forms, responsive design, interactive content, media usage, cascading style sheets, and the publishing process. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees.
CISP303	This class focuses on front-end web development. Students enhance their web programming skills using industry standard applications. Emphasis is placed on the functions of setting up a development environment, managing code versions, programming responsive flexible sizing displays, and using development tool(s) to help debug code. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Recommended Prerequisite(s): BITS301 Prerequisite(s): CISP220
MKTG346	This course introduces students to the various branding strategies organizations use to establish and reinforce brand equity. Students will compare the various tactics available to understand how to best reinforce an organization’s brand presence. Students will also understand how to leverage content marketing to be integrated into branding strategy. Students will also understand the importance of consistent messaging to create consistent brand perception. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG322
MKTG425	This course builds on the foundational concepts from digital marketing to cover search engine marketing (SEM) and search engine optimization (SEO) in more depth. During the first half of the course students will learn how to improve website traffic through the use of SEO tactics, content marketing, social media management, and other unpaid efforts. The second half of the course will be dedicated to paid efforts, including the creation of pay-per-click campaigns using popular SEM platforms. Students will learn to interpret traffic analytics and other metrics in order to analyze campaign performance. The goal of search marketing is to gain traffic and visibility for websites and content. Applicable Course Fees can be found at https://my.davenport.edu/financial-aid/how-much-does-du-cost/tuition-and-fees. Prerequisite(s): MKTG322

Open Electives		7 Credits

Marketing (MKTG BBA)

Which class should I take? When should I take it?

Foundations of Excellence

Foundations of Business

Major

Choose 6 (six) electives from the lists below, the BBA Honors Specialty, or choose one of the following specialties:

Digital Marketing and Promotion Specialty [DMKS]

Marketing Technology Specialty [MTCS]

Open Electives