The major in marketing gives students a broad working knowledge of contemporary marketing philosophy and practice. The general marketing concentration provides students an understanding of the processes of creating and communicating value for customers, clients and society at large. Judicious selection of courses will also allow students to tailor their program of study to their individual backgrounds, interests and career aspirations. The courses in the major provide a mix of educational approaches, including lecture and discussion, case problems, and in-field experience. Graduates of this program will find career opportunities in marketing management, advertising, sales, marketing research, public relations, retailing and other areas of business.

Learning goals

The goal of the marketing curriculum is to provide students with a broad working knowledge of contemporary marketing philosophy and practice.

Learning outcomes

Upon completing this program, students will know and know how to do the following:

  1. Formulate the problem or problems that organizations face
  2. Apply appropriate research design, sampling and data analysis
  3. Know the elements of the buyer behavior model and apply it to marketing decisions
  4. Analyze a situation that reflects basic understanding of the global business environment and apply fundamental marketing concepts, tools and strategies in the international marketplace

Special requirements

The foundation program specifies course work required during the freshman and sophomore years. Students are eligible for admission into the advanced business program with a major in the School of Business upon meeting the minimum cumulative GPA requirement and successful completion of:

A minimum of 54 credits in the foundation program54
ACCT   203
ACCT   204
Introduction to Accounting I
and Introduction to Accounting II
6
BUSN   201
BUSN   202
Foundations of Business I
and Foundations of Business II
6
BUSN   225Winning Presentations3
ECON   210Principles of Microeconomics3
ECON   211Principles of Macroeconomics3
INFO   160Digital Literacy: Computer Concepts, Internet, Digital Devices1
INFO   161Digital Literacy: Word Processing Skills I1
INFO   162Digital Literacy: Spreadsheets Skills I1
INFO   166Digital Literacy: Database Skills1
SCMA   212Differential Calculus and Optimization for Business3
or MATH   200 Calculus with Analytic Geometry
UNIV   111 Play VideoPlay course video for Focused Inquiry IFocused Inquiry I3
UNIV   112 Play VideoPlay course video for Focused Inquiry IIFocused Inquiry II (with a minimum grade of C)3
UNIV   200Inquiry and the Craft of Argument (with a minimum grade of C)3

The admission requirements for the School of Business detail the deadlines for students to be admitted to the advanced business program with a major in the school. At least 30 hours of the required business courses for the Bachelor of Science must be taken at VCU.

Students may need to take additional mathematics courses as prerequisites to SCMA   212 or MATH   200. These credits will count as electives in the foundation program. The sample curriculum outline includes SCMA   171 since many of our students will need to complete this course.

The INFO   160, INFO   161, INFO   162 and INFO   166 requirements may be waived upon successful completion of a Knowledge Equivalency Test administered by the Office of Undergraduate Studies. No more than two additional credits may be applied to the degree from the INFO 16x series.

No more than four credits in physical education courses may be applied to the degree.

PSYC   214 and INTL   493 may not be counted toward a business degree.

Degree requirements for Marketing, Bachelor of Science (B.S.) with a concentration in general marketing

Business foundation

General Education requirements

University Core Education Curriculum
UNIV   111 Play VideoPlay course video for Focused Inquiry IFocused Inquiry I3
UNIV   112 Play VideoPlay course video for Focused Inquiry IIFocused Inquiry II3
UNIV   200Inquiry and the Craft of Argument3
Approved humanities/fine arts3
Approved natural/physical sciences3-4
Approved quantitative literacy:3-4
Differential Calculus and Optimization for Business
Calculus with Analytic Geometry
Approved social/behavioral sciences3-4
Total Hours21-24
Business General Education requirements
BUSN   225Winning Presentations3
ECON   210Principles of Microeconomics3
ECON   211Principles of Macroeconomics3
INFO   160Digital Literacy: Computer Concepts, Internet, Digital Devices1
INFO   161Digital Literacy: Word Processing Skills I1
INFO   162Digital Literacy: Spreadsheets Skills I1
INFO   166Digital Literacy: Database Skills1
Business General Education elective (Select credits from the approved list.)3
Total Hours16

Additional Business Foundation requirements

ACCT   203
ACCT   204
Introduction to Accounting I
and Introduction to Accounting II
6
BUSN   201
BUSN   202
Foundations of Business I
and Foundations of Business II
6
Open electives11-14
Total Hours23-26

Advanced business program

Advanced business core
FIRE   311Financial Management3
MGMT   310Managing People in Organizations3
MGMT   434Strategic Management (capstone)3
MKTG   301Marketing Principles3
SCMA   301Business Statistics I3
SCMA   325Organizational Communication3
Major requirements
Advanced core (flexible by major)
INFO   360Business Information Systems3
MGMT   319Leadership3
MKTG   310Information for Marketing Decisions3
SCMA   320Production/Operations Management3
SCMA   323Legal Environment of Business3
Major-specific courses
MKTG   302Marketing Problems3
MKTG   315Buyer Behavior3
MKTG/INTL 320International Marketing3
MKTG   330Integrated Marketing Communications3
Approved marketing electives12
Total Hours57

Total minimum requirement 120 credits

Business general education electives

Additional University Core Education Curriculum approved courses
Any AFAM, ANTH, ANTZ, ARTH, BIOL, BIOZ, CHEM, CHEZ, CRJS, DANC, ENGL, ENVS, FRSC, FRSZ, GEOG, GEOZ, HIST, INNO, INSC, INTL (except INTL   493), MASC, MATH, PHIL, PHYS, PHYZ, POLI, PSYC (except PSYC   214), RELS, SOCS, SOCY, USRP or WRLD course
Any foreign language course
Any honors-designated course taught outside of the School of Business
Any of the following UNIV courses:
Food for Thought
The Truth About Lying
Finding Your Voice in Contemporary Society
Pseudoscience
What's the Big Idea?

Marketing electives

MKTG   325Business-to-business Marketing3
MKTG   335Introduction to Personal Selling3
MKTG   340Retail Management3
MKTG   430Experiential Marketing3
MKTG   435Selling in the Business Marketplace3
MKTG   442Services Marketing3
MKTG   445Nonprofit Marketing3
MKTG   448Digital Marketing3
MKTG   450Product Development and Management3
MKTG   470Field Project in Marketing3
MKTG   475Honors Seminar in Marketing3
MKTG   491Topics in Marketing (variable; no more than six credits)1-3
MKTG   492Independent Study in Marketing1-3
Students may select up to six credits from the following (each course should be worth three credits): 16
Cost Accounting
Principles of Consulting
International Consulting Practicum
Microeconomic Theory
Managerial Economics
Money and Banking
E-commerce and Markets for Information Goods
Merchandise Planning and Control
Retail Buying Simulation
Principles of Real Estate
Risk and Insurance
Real Property Management
Systems Analysis and Design
Database Systems
Product Innovation: da Vinci Project
Survey of Entrepreneurship
Managerial Skills Development
International Management
Doing Business in Europe
Topics in Management
Business Statistics II
Introduction to Analytics
Introduction to Intercultural Communication
Introduction to Project Management
Introduction to Supply Chain Management
1

Students must complete prerequisites for these courses as specified in the course description.

What follows is a sample plan that meets the prescribed requirements within a four-year course of study at VCU. Please contact your adviser before beginning course work toward a degree.

Freshman year
Fall semesterHours
INFO   160 Digital Literacy: Computer Concepts, Internet, Digital Devices 1
INFO   162 Digital Literacy: Spreadsheets Skills I 1
SCMA   171 Mathematical Applications for Business 3
UNIV   111 Play VideoPlay course video for Focused Inquiry I Focused Inquiry I 3
University Core Education Curriculum approved courses 6-8
 Term Hours: 14-16
Spring semester
BUSN   225 Winning Presentations 3
INFO   161 Digital Literacy: Word Processing Skills I 1
INFO   166 Digital Literacy: Database Skills 1
SCMA   212
Differential Calculus and Optimization for Business
or Calculus with Analytic Geometry
3-4
UNIV   112 Play VideoPlay course video for Focused Inquiry II Focused Inquiry II 3
University Core Education Curriculum approved course 3-4
 Term Hours: 14-16
Sophomore year
Fall semester
ACCT   203 Introduction to Accounting I 3
BUSN   201 Foundations of Business I 3
ECON   210 Principles of Microeconomics 3
UNIV   200 Inquiry and the Craft of Argument 3
Open elective 2-3
 Term Hours: 14-15
Spring semester
ACCT   204 Introduction to Accounting II 3
BUSN   202 Foundations of Business II 3
ECON   211 Principles of Macroeconomics 3
MKTG   301 Marketing Principles 3
SCMA   301 Business Statistics I 3
 Term Hours: 15
Junior year
Fall semester
INFO   360 Business Information Systems 3
MGMT   310 Managing People in Organizations 3
MKTG   302 Marketing Problems 3
MKTG   310 Information for Marketing Decisions 3
SCMA   325 Organizational Communication 3
Open elective 0-3
 Term Hours: 15-18
Spring semester
FIRE   311 Financial Management 3
MGMT   319 Leadership 3
MKTG   315 Buyer Behavior 3
Approved marketing elective 3
Elective 3
 Term Hours: 15
Senior year
Fall semester
MKTG   320
International Marketing
or International Marketing
3
SCMA   320 Production/Operations Management 3
SCMA   323 Legal Environment of Business 3
Approved marketing elective 3
Open elective 3
 Term Hours: 15
Spring semester
MGMT   434 Strategic Management 3
MKTG   330 Integrated Marketing Communications 3
Approved marketing electives 6
Open elective 3
 Term Hours: 15
 Total Hours: 117-125

Total minimum requirement 120 credits

MKTG   301. Marketing Principles. 3 Hours.

Semester course; 3 lecture hours. 3 credits. This course is restricted to students who have completed at least 26 credit hours (sophomore standing). An introduction to the activities, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.

MKTG   302. Marketing Problems. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   301. This course is restricted to students who have completed at least 54 credit hours (junior standing). A case course requiring the senior marketing student to apply their knowledge in solving marketing managerial problems. Marketing majors should take this course in the semester immediately following the term in which they complete MKTG   301.

MKTG   310. Information for Marketing Decisions. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG   301; and MGMT 301, STAT   210, or STAT   212. This course is restricted to students who have completed at least 54 credit hours (junior standing). Students receive an overview of the marketing research process. The course includes coverage of primary research, secondary data sources and marketing information systems. Students learn to apply research findings to marketing decisions.

MKTG   315. Buyer Behavior. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   301. This course is restricted to students who have completed at least 54 credit hours (junior standing). Study of the relevant psychological, sociological and anthropological variables that shape buyers' activities and motivations in household and organizational decision-making. Throughout the course, students consider the issue of why consumers behave as they do in the marketplace and the nature of their choices as individual, family and institutional buyers.

MKTG   320. International Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   301. This course is restricted to students who have completed at least 54 credit hours (junior standing). Designed to help students develop an understanding of international marketing policies and the differences among foreign marketing environments. Students compare and contrast domestic and international marketing and examine recent changes in the international marketing environment. Crosslisted as: INTL   320.

MKTG   325. Business-to-business Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG   301 and junior standing. This course focuses on strategy development for marketers whose customers include other businesses, the government and/or institutions. It explores the buying behavior of these organizations and highlights how the product development and management processes for such customers differ from the processes used for consumer marketing.

MKTG   330. Integrated Marketing Communications. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   301. This course is restricted to students who have completed at least 54 credit hours (junior standing). An overview of the steps required to develop an integrated marketing communications campaign. Topics include advertising, public relations, sales promotion, personal selling and direct marketing. Special emphasis is placed on the role of new technologies and interactive media.

MKTG   335. Introduction to Personal Selling. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   301. This course is restricted to students who have completed at least 54 credit hours (junior standing). Examines the fundamental nature of personal selling in the promotion mix, including the sales process and the techniques used in performing the selling function. Explains the diverse decisions and activities necessary to manage the outside sales force efficiently and effectively to achieve the organization's overall goals.

MKTG   340. Retail Management. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   301. This course is restricted to students who have completed at least 54 credit hours (junior standing). A comprehensive view of retailing and an application of marketing concepts in a practical retail managerial environment. Students learn to evaluate retail firms and to identify their strengths and weaknesses.

MKTG   430. Experiential Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG   301, MKTG   330 and junior standing. This course will introduce the student to topics and strategies involving brand experiences and experiential marketing tactics. Students will explore experiential marketing, a marketing strategy designed to cultivate positive brand-consumer experience through products, communication and staged brand experiences. Additional concepts to be examined include brand strategy, marketing and the five senses, event marketing, mobile marketing, ambush marketing, guerilla marketing, venues and sponsorships, sampling, premiums, technology, social media, and data collection.

MKTG   435. Selling in the Business Marketplace. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG   301, MKTG   335 and junior standing. This course focuses on selling strategy and tactics for sales managers and field sales representatives whose customers include other businesses, government and/or institutions. Areas of concentration include preparing for, and conducting, effective business-to-business sales calls, including prospecting, scheduling customer sales meetings, needs identification, presentation and securing new business.

MKTG   442. Services Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   301. This course is restricted to students who have completed at least 54 credit hours (junior standing). Students develop both a theoretical and practical understanding of "the service product," including the role of customer service in retail and industrial settings. Students learn techniques for analyzing and improving service system design. Students develop an understanding of "quality" as it relates to service products, and they exercise a number of approaches for assessing and improving perceived service quality.

MKTG   445. Nonprofit Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   301. This course is restricted to students who have completed at least 54 credit hours (junior standing). Examines the relationship between marketing and organizational success in the nonprofit sector, as well as the impact of nonprofit organizations on local, national and global economies. Through real-world applications, students learn to combine marketing strategies and tactics with civic engagement, community service and corporate social responsibility. Students must complete a minimum of 20 service-learning hours with the nonprofit organization that is the focus of the course.

MKTG   448. Digital Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG   301 and MKTG   330. This course is restricted to students who have completed at least 54 credit hours (junior standing). Examines Internet marketing as a necessary ingredient to successful worldwide marketing strategy. Students analyze markets using Web-based techniques for market evaluation, competitive analysis, market comparison and selection. Discussion includes comparison of e-business versus traditional business perspectives on marketing strategies and tactics. Crosslisted as: INTL   448.

MKTG   450. Product Development and Management. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MKTG   301. This course is restricted to students who have completed at least 54 credit hours (junior standing). Study of the role of marketing in developing and managing products. Essential concepts include the use of project teams for product development and the application of a new product development process. Topics include innovation, technology, listening to the voice of the customer, product design, branding, positioning and product life-cycle management.

MKTG   470. Field Project in Marketing. 3 Hours.

Semester course; 3 credits. Prerequisite: MKTG   301. This course is restricted to students who have completed at least 54 credit hours (junior standing). Students take part in a real-world project under faculty supervision, with the topic announced in advance. Examples include conducting a marketing research project, creating an advertising campaign, writing a marketing case study about an existing business and developing a marketing plan.

MKTG   475. Honors Seminar in Marketing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MKTG   301 and permission of department chair. This course is restricted to students who have completed at least 54 credit hours (junior standing). Students conduct research about major firms in the Richmond region. Chief marketing officers of these firms teach students about current marketing issues and evaluate the students' projects.

MKTG   491. Topics in Marketing. 1-3 Hours.

Semester course; variable hours. Variable credit, with a maximum total of 3 credits per course. For marketing majors, a maximum total of 6 credits for all topics courses. Prerequisite: MKTG   301. An in-depth study of a selected business topic, to be announced in advance.

MKTG   492. Independent Study in Marketing. 1-3 Hours.

Semester course; 1-3 credits. For marketing majors, a maximum total of 3 credits for all MKTG   492 courses. Prerequisites: MKTG   301, junior standing and permission of adviser and department chair prior to course registration. Intensive study or research under supervision of a faculty member in an area not covered in depth or contained in the regular curriculum.

MKTG   493. Internship in Marketing. 3 Hours.

Semester course; 3 credits. Prerequisites: senior standing in the major offering the internship and permission of the department chair. Intention to enroll must be indicated to the instructor prior to or during advance registration for semester of credit. Involves students in a meaningful experience in a setting appropriate to the major. Graded as pass/fail at the option of the department.