Marketing - B.B.A.

College of Business Administration
Department of Marketing and Entrepreneurship
534 Business Administration Building
Kent Campus
330-672-2170
marketing@kent.edu
www.kent.edu/business/marketing


Description

The Bachelor of Business Administration degree in Marketing provides a general approach that can be applied in a wide range of areas of business (e.g., for profit, nonprofit, service and manufacturing). It offers breadth of knowledge, choice of courses and flexibility in scheduling. The Marketing major can be completed with 24 credit hours made up of 15 credit hours of required courses  and 9 credit hours to be selected by the student from the list provided. This program addresses the breadth within the marketing field through courses (e.g., consumer behavior, marketing research, international marketing, personal selling, advertising and promotion management) that provide the student with an appreciation of all central topic areas in the field. Accordingly, the program gives students a generalist’s perspective and working knowledge of the theory and practice of marketing. Students learn the tasks involved in the analysis, planning, implementation and control of marketing programs that result in strategies and tactics used by businesses to sell products to consumers and other businesses. Typically, a traditional lecture format is used by instructors in this program.

Fully Offered At:

  • Kent Campus
  • Stark Campus

Accreditation

AACSB, International - The Association to Advance Collegiate Schools of Business

Admission Requirements

The university affirmatively strives to provide educational opportunities and access to students with varied backgrounds, those with special talents and adult students who graduated from high school three or more years ago.

Freshman Students on the Kent Campus: The freshman admission policy on the Kent Campus is selective. Admission decisions are based upon the following: cumulative grade point average, ACT and/or SAT scores, strength of high school college preparatory curriculum and grade trends. The Admissions Office at the Kent Campus may defer the admission of students who do not meet admissions criteria but who demonstrate areas of promise for successful college study. Deferred applicants may begin their college coursework at one of seven Regional Campuses of Kent State University. For more information on admissions, including additional requirements for some academic programs, visit the admissions website for new freshmen.

Freshman Students on the Regional Campuses:  Kent State campuses at Ashtabula, East Liverpool, Geauga, Salem, Stark, Trumbull and Tuscarawas, as well as the Regional Academic Center in Twinsburg, have open enrollment admission for students who hold a high school diploma, GED or equivalent.

English Language Proficiency Requirements for International Students: All international students must provide proof of English language proficiency (unless they meet specific exceptions) by earning a minimum 525 TOEFL score (71 on the Internet-based version), minimum 75 MELAB score, minimum 6.0 IELTS score or minimum 48 PTE Academic score, or by completing the ELS level 112 Intensive Program. For more information on international admission, visit the Office of Global Education’s admission website.

Transfer, Transitioning and Former Students: For more information about admission criteria for transfer, transitioning and former students, please visit the admissions website.

Transfer Student: An overall GPA of at least 2.50 (2.25 for economics and entrepreneurship) is required for admission into the College of Business Administration. Students who have previously attended Kent State and have completed (or the equivalent of) COMM 15000, ENG 21011, MATH 11010 and MKTG 25010 must have earned a minimum C grade.

Program Learning Outcomes

Graduates of this program will be able to:

  1. Demonstrate the ability to make strategic decisions from a marketing perspective.
  2. Demonstrate the ability to conduct financial analyses appropriate for marketing managers. 
  3. Demonstrate an understanding of segmentation, target marketing and positioning. 
  4. Make effective sales presentations and close sales. 
  5. Demonstrate the ability to analyze markets and competitors. 
  6. Exercise skills in analytical thinking, written and oral communication, data collection and analysis, basic financial analysis, ethical decision making and computer applications.

Graduates of all Bachelor of Business Administration programs will be able to:

  1. Recall strategic frameworks that are used to make business decisions. 
  2. Perform basic calculations using quantitative tools that are used to support business decisions. 
  3. Articulate and deliberate their ideas in writing.
  4. Articulate and deliberate their ideas orally.
  5. Identify ethical dilemmas and stakeholders.
  6. Recommend alternatives and consequences and choose a reasoned conclusion from the alternatives given. 
  7. Identify global factors in making a business decision. 
  8. Analyze global factors in making a business decision.

University Requirements 

All students in a bachelor's degree program at Kent State University must complete the following university requirements for graduation.

NOTE:  University requirements may be fulfilled in this program by specific course requirements. Please see Program Requirements for details.

Destination Kent State: First Year Experience 1
Course is not required for students with 25 transfer credits, excluding College Credit Plus, or age 21+ at time of admission.
Diversity Domestic/Global (DIVD/DIVG) 2 courses
Students must successfully complete one domestic and one global course, of which one must be from the Kent Core.
Experiental Learning Requirement (ELR) varies
Students must successfully complete one course or approved experience.
Kent Core (see table below) 36-37
Writing-Intensive Course (WIC) 1 course
Students must earn a minimum C grade in the course.
Upper-Division Requirement 39 (or 42)
Students must successfully complete 39 upper-division (numbered 30000 to 49999) credit hours to graduate. Students in a B.A. and/or B.S. degree in the College of Arts and Sciences must complete 42 upper-division credit hours.
Total Credit Hour Requirement 120
Some bachelor's degrees require students to complete more than 120 credit hours.

Kent Core Requirements

Kent Core Composition (KCMP) 6
Kent Core Mathematics and Critical Reasoning (KMCR) 3
Kent Core Humanities and Fine Arts (KHUM/KFA) (min one course each) 9
Kent Core Social Sciences (KSS) (must be from two disciplines) 6
Kent Core Basic Sciences (KBS/KLAB) (must include one laboratory) 6-7
Kent Core Additional (KADL) 6
Total Credit Hours: 36-37

Program Requirements

Major Requirements

[BU-BBA-MKTG]

Major Requirements (courses count in major GPA)
MKTG 35030MARKETING APPLICATIONS (min C grade) 1,23
MKTG 35035CONSUMER BEHAVIOR 23
MKTG 35050MARKETING RESEARCH 23
MKTG 45046PERSONAL SELLING 3
MKTG 45084MARKETING POLICIES AND STRATEGIES (ELR) (WIC) (min C grade)3
Major Selected Courses, choose from the following:9
INTRODUCTION TO ENTREPRENEURSHIP
SOCIAL MEDIA MARKETING
ADVERTISING AND PROMOTION MANAGEMENT
ADVANCED PROFESSIONAL SELLING
INTERNATIONAL MARKETING
SERVICES MARKETING
MARKETING SEMINAR
SPECIAL TOPICS IN MARKETING
INDIVIDUAL INVESTIGATION IN MARKETING
INTERNATIONAL EXPERIENCE IN MARKETING
SALES INTERNSHIP (ELR) 3
MARKETING INTERNSHIP (ELR)
Additional Requirements (courses do not count in major GPA)
ACCT 23020INTRODUCTION TO FINANCIAL ACCOUNTING 3
ACCT 23021INTRODUCTION TO MANAGERIAL ACCOUNTING 3
BUS 10123EXPLORING BUSINESS 43
BUS 30061BUSINESS PROFESSIONAL PRACTICES 51
COMM 15000INTRODUCTION TO HUMAN COMMUNICATION (KADL) (min C grade)3
ECON 22060PRINCIPLES OF MICROECONOMICS (KSS) 3
ECON 22061PRINCIPLES OF MACROECONOMICS (KSS) 3
ENG 30061WRITING IN BUSINESS 52
FIN 26074LEGAL ENVIRONMENT OF BUSINESS 3
FIN 36053BUSINESS FINANCE 3
MATH 11010ALGEBRA FOR CALCULUS (KMCR) (min C grade)3
MATH 11012INTUITIVE CALCULUS (KMCR) 3-5
or MATH 12002 ANALYTIC GEOMETRY AND CALCULUS I (KMCR)
MIS 24053INTRODUCTION TO COMPUTER APPLICATIONS 3
MIS 24056FUNDAMENTALS OF BUSINESS STATISTICS 63
MIS 24163PRINCIPLES OF MANAGEMENT 3
MIS 34060OPERATIONS MANAGEMENT 3
MIS 44285INTEGRATED BUSINESS POLICY AND STRATEGY 3
MKTG 25010PRINCIPLES OF MARKETING (min C grade)3
UC 10097DESTINATION KENT STATE: FIRST YEAR EXPERIENCE 1
Kent Core Basic Sciences (must include one laboratory)6-7
Kent Core Composition (min C grade) 76
Kent Core Humanities and Fine Arts (minimum one course from each)9
Kent Core Social Sciences3
General Electives (minimum 6 upper-division credit hours) 820
Minimum Total Credit Hours:120
1

Students must take MKTG 35030 as the first course in the major and earn a minimum C grade to continue in the major. MKTG 35030 may be taken concurrently with MKTG 35035 or MKTG 35050. Should students earn below a minimum C grade in MKTG 35030, they are required to repeat the course, with a maximum of three repeats.

2

Students who change their major from managerial marketing to marketing, may use MMTG 35011 in place of MKTG 35030, MMTG 35021 in place of MKTG 35050 and MMTG 35023 in place of MKTG 35035.

3

Students may take either MKTG 45192 or MKTG 45292 to serve as a major elective but not both.

4

A student changing to the College of Business Administration or transferring may be waived out of BUS 10123 if:

  1. 30 or more credit hours have been earned and any two classes (from ACCT 23020, ACCT 23021, FIN 26074, MIS 24163, MKTG 25010 or MIS 24053) have successfully been completed.
  2. 60 or more credit hours have been earned and the student has successfully completed one course from (ACCT 23020, ACCT 23021, FIN 26074, MIS 24163, MKTG 25010 or MIS 24053)
  3. At the discretion of the Dean's Office, the student has sufficient breadth and depth of knowledge in a business field (as demonstrated by a CLEP exam or Credit by Exam) but does not meet the requirements listed above.
5

BUS 30061 and ENG 30061 should be taken concurrently. Students who have transferred ENG 30063 from another institution may use it as a substitute for ENG 30061.

6

If a student has taken MATH 10041 they may use it in place of MIS 24056.

7

Minimum C grade in ENG 21011 or HONR 20197.

8

Students may take or use any course at any level as long as the minimum 39-credit-hours requirement for upper-division courses is satisfied for graduation with a B.B.A. Exceptions: Maximum 4 credit hours of physical education activity (PEB) courses and maximum 4 credit hours for courses in applied music and music ensembles (MUS courses with a second digit of 5, 6 or 7) combined may be counted toward the 120 total credit hours or 39-upper-division-credit-hour graduation requirement. General elective courses may be selected from any area and at any level provided students do not go over the PEB, applied music and ensemble music restriction and they satisfy the 39 credit hour upper-division requirements. A minor (business or non-business) is encouraged. There is no limit on other music coursework. Any other exceptions must be approved by the assistant dean.

Progression Requirements

Progression in the major: Minimum 2.500 overall GPA, minimum C grade in: COMM 15000, ENG 21011, MATH 11010, MKTG 25010 and MKTG 35030.

Graduation Requirements

Minimum Major GPA Minimum Overall GPA
2.500 2.500
 
  • Only three of marketing major (3/45000) courses may be repeated and counted toward the marketing major. All attempts count in the computation of the major and overall GPA.
  • To progress into the major student must maintain a minimum 2.50 GPA
  • Entrepreneurship majors who are also majoring in either Marketing or Managerial Marketing, and who have taken ENTR 37045, are not required to take MKTG 45046 for the Marketing major or MMTG 45030 for the Managerial Marketing major or minor. However, a double major in Entrepreneurship and Marketing or Managerial Marketing cannot waive ENTR 37045 by taking either MKTG 45046 or MMTG 45030.

General Degree Requirement for a Bachelor of Business Administration

  1. Students must complete at least 50 percent of business credit hours (required for the business degree) in-residence on a Kent State University campus.
  2. To earn a College of Business Administration minor, students must complete at least 50 percent of the total required credit hours for the minor at Kent State University, at least 6 credit hours in the minor must be at the upper division (30-40000 level), and at least 6 credit hours in the minor must be different from courses in the student's major and minor(s). Students may not pursue a minor and major in the same discipline.
  3. A minimum 2.500 GPA must be earned for all work carried at Kent State University for the accounting, business management, computer information systems, finance, general business, human resource management, managerial marketing and marketing majors. The economics  and entrepreneurship majors require a minimum cumulative 2.250 GPA. A minimum 2.500 GPA must be earned in the major field (which includes all major requirements and major electives for the accounting, business management, computer information systems, finance, general business, human resource management, managerial marketing and marketing majors). The economics and entrepreneurship majors require a 2.250 major GPA.
  4. Students must complete two measures of outcomes assessment as specified by the College of Business Administration for complete satisfaction of the B.B.A.
 

Roadmap

This roadmap is a recommended semester-by-semester plan of study for this major. However, courses designated as critical (!) must be completed in the semester listed to ensure a timely graduation.

Plan of Study Grid
Semester OneCredits
BUS 10123 EXPLORING BUSINESS 3
COMM 15000 INTRODUCTION TO HUMAN COMMUNICATION (KADL) 3
MATH 11010 ALGEBRA FOR CALCULUS (KMCR) 3
UC 10097 DESTINATION KENT STATE: FIRST YEAR EXPERIENCE 1
Kent Core Requirement 3
Kent Core Requirement 3
 Credit Hours16
Semester Two
ECON 22060 PRINCIPLES OF MICROECONOMICS (KSS) 3
MATH 11012
INTUITIVE CALCULUS (KMCR)
or ANALYTIC GEOMETRY AND CALCULUS I (KMCR)
3-5
MIS 24053 INTRODUCTION TO COMPUTER APPLICATIONS 3
Kent Core Requirement 3
Kent Core Requirement 3
 Credit Hours15
Semester Three
ACCT 23020 INTRODUCTION TO FINANCIAL ACCOUNTING 3
ECON 22061 PRINCIPLES OF MACROECONOMICS (KSS) 3
FIN 26074 LEGAL ENVIRONMENT OF BUSINESS 3
MIS 24163 PRINCIPLES OF MANAGEMENT 3
Kent Core Requirement 3
 Credit Hours15
Semester Four
ACCT 23021 INTRODUCTION TO MANAGERIAL ACCOUNTING 3
MIS 24056 FUNDAMENTALS OF BUSINESS STATISTICS 3
!MKTG 25010 PRINCIPLES OF MARKETING 3
Kent Core Requirement 3
Kent Core Requirement 3
 Credit Hours15
Semester Five
Required for progression in the major: Minimum 2.500 overall GPA, minimum C grade in COMM 15000, ENG 21011, MATH 11010 and MKTG 25010.  
MIS 34060 OPERATIONS MANAGEMENT 3
!MKTG 35030 MARKETING APPLICATIONS 3
MKTG 35035 CONSUMER BEHAVIOR 3
MKTG 35050 MARKETING RESEARCH 3
Kent Core Requirement 3
 Credit Hours15
Semester Six
Required: minimum overall 2.500 GPA  
BUS 30061 BUSINESS PROFESSIONAL PRACTICES 1
ENG 30061 WRITING IN BUSINESS 2
FIN 36053 BUSINESS FINANCE 3
!Major Electives 3
General Electives 6
 Credit Hours15
Semester Seven
Required: minimum overall 2.500 GPA  
MKTG 45046 PERSONAL SELLING 3
!Major Electives 3
General Electives 9
 Credit Hours15
Semester Eight
Required: minimum overall 2.500 GPA and completion of The Assurance of Learning Assessment given in MIS 44285  
MIS 44285 INTEGRATED BUSINESS POLICY AND STRATEGY 3
MKTG 45084 MARKETING POLICIES AND STRATEGIES (ELR) (WIC) 3
Major Electives 3
General Electives 5
 Credit Hours14
 Minimum Total Credit Hours:120