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?
See our Recommended Program Sequences:
- Marketing, BBA (web)
- Marketing, BBA (pdf)
- Specialty: Digital Marketing and Promotion (web)
- Specialty: Digital Marketing and Promotion (pdf)
- Specialty: Marketing Technology (web)
- Specialty: Marketing Technology (pdf)
Foundations of Excellence |
39 Credits | |
|---|---|---|
| ACES100 or OPEN | Achieving Career and Education Success or (if exempt) Open Elective | 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 | Students in this course will explore and apply college-level mathematical concepts so as to enhance their critical and creative thinking skills. This course aims to increase students' appreciation of the utility and application of mathematics. Topics will include i) problem solving, ii) set theory and real numbers, iii) linear, quadratic, exponential, and logarithmic functions, and iv) probability. Other topics of interest will be selected from graph theory, prime numbers, logic, number representation, and voting theory. Fees: Additional course fees apply. Prerequisite(s): Appropriate test scores, placement criteria, or successful completion of MATH 030 |
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 | 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 |
|---|