The major in marketing gives students a broad working knowledge of contemporary marketing philosophy and practice. The concentration in product and brand management gives students a focus on product and service development, as well as branding strategy. 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 201Foundations of Business3
BUSN 225Winning Presentations3
ECON 210Principles of Microeconomics3
ECON 211Principles of Macroeconomics3
INFO 160Digital Literacy: Computer Concepts, Internet, Digital Devices1
INFO 161Digital Literacy: Word Processing Skills1
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.

INTL 493 may not be counted toward a business degree.

Degree requirements for Marketing, Bachelor of Science (B.S.) with a concentration in product and brand management

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
ECON 210Principles of Microeconomics3
ECON 211Principles of Macroeconomics3
INFO 160Digital Literacy: Computer Concepts, Internet, Digital Devices1
INFO 161Digital Literacy: Word Processing Skills1
INFO 162Digital Literacy: Spreadsheets Skills I1
INFO 166Digital Literacy: Database Skills1
Business General Education elective (Select credits from the approved list.)3
Total Hours13

Additional Business Foundation requirements

ACCT 203
ACCT 204
Introduction to Accounting I
and Introduction to Accounting II
6
BUSN 201Foundations of Business3
BUSN 225Winning Presentations3
Open electives11-14
Total Hours23-26

Advanced business program

Advanced business core
BUSN 325Organizational Communication3
FIRE 311Financial Management3
MGMT 303Creativity and Ideation3
MGMT 310Managing People in Organizations3
MGMT 434Strategic Management (capstone)3
MKTG 301Marketing Principles3
SCMA 301Business Statistics I3
Major requirements
Advanced core (flexible by major)
BUSN 323Legal Environment of Business3
INFO 360Business Information Systems3
MGMT 319Leadership3
MKTG 310Information for Marketing Decisions3
SCMA 320Production/Operations Management3
Major-specific courses
MKTG 302Marketing Problems3
MKTG 315Buyer Behavior3
MKTG/INTL 320International Marketing3
MKTG 450Product Development and Management3
Select two of the following:6
Product Innovation: da Vinci Project
Integrated Marketing Communications
Experiential Marketing
Services Marketing
Approved marketing electives6
Total Hours60

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, 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 330Integrated Marketing Communications3
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
Introduction to Intercultural Communication
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
Business Analytics
Introduction to Project Management
Global 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 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 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
ECON 211 Principles of Macroeconomics 3
MKTG 301 Marketing Principles 3
SCMA 301 Business Statistics I 3
Open elective 3
 Term Hours: 15
Junior year
Fall semester
BUSN 325 Organizational Communication 3
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
 Term Hours: 15
Spring semester
FIRE 311 Financial Management 3
MGMT 303 Creativity and Ideation 3
MGMT 319 Leadership 3
MKTG 315 Buyer Behavior 3
MKTG 450 Product Development and Management 3
 Term Hours: 15
Senior year
Fall semester
BUSN 323 Legal Environment of Business 3
MKTG 320
International Marketing
or International Marketing
3
SCMA 320 Production/Operations Management 3
INNO 460
Product Innovation: da Vinci Project
or Integrated Marketing Communications
or Experiential Marketing
or Services Marketing
3
Open elective 3
 Term Hours: 15
Spring semester
MGMT 434 Strategic Management 3
INNO 460
Product Innovation: da Vinci Project
or Integrated Marketing Communications
or Experiential Marketing
or Services Marketing
3
Approved marketing electives 6
Open elective 3
 Term Hours: 15
 Total Hours: 117-122

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.