Full-Time Faculty: Gregory R. Wood, Chair; Guy H. Gessner, Paul L. Sauer, David J. Snyder.
What is Marketing?
Marketing is a thrilling and dynamic discipline that helps organizations and individuals become successful by building relationships with customers and other stakeholders and creating products and services that are valued by customers. Every year excitement comes from new product launches, popular advertising campaigns and innovative approaches to doing business in traditional industries. Marketing is global, fast-paced and rewarding. Marketing offers the student an opportunity for an exciting career that can be of value around the world. Marketing positions are available in all types of industries ranging from pharmaceuticals and healthcare to high technology and telecommunications. The Marketing major is designed for students who want a balanced career that rewards creativity, while requiring business results.
Marketing positions are available in a variety of consumer, industrial and institutional market areas, including such “non-business” fields as health care, government administration and cultural development. The marketing program is designed for those who wish to pursue careers in international marketing, brand and product management, global supply chain management, marketing research, fashion merchandising, electronic and internet marketing, sales and sales management.
Program Objectives
The marketing curriculum is designed to help students achieve a number of important objectives. At the completion of the program, students should be able to:
- Understand how activities related to product manufacturing, distribution and promotion create value for customers.
- Demonstrate knowledge of such basic marketing activities as new product development, marketing communications (e.g. advertising, personal sales, etc.), management of products over their life-cycle and setting prices.
- Demonstrate knowledge of buyer decision making, the role of culture in buying decisions, how people learn to be consumers and how buyers can be influenced to make certain decisions. Students will also learn about the impact of materialism and consumption on society and consumers.
- Demonstrate knowledge of international marketing issues including the cultural, political, legal, demographic economic, natural resource and technological environments of countries other than their own.
The faculty of the marketing program regularly assess student success with regard to these goals and objectives in order to maintain a marketing program worthy of national recognition and accreditation by the most well respected professional and academic accrediting organizations in the world.
The Management/Marketing Department
The Marketing program is one of four majors offered by the Department of Management and Marketing at Canisius College. The department also offers majors in Management, International Business and Entrepreneurship along with a variety of minor degree programs in such areas as Management of Technology, Global Logistics and Supply Chain Management and Human Resources Management. With 16 full-time faculty, the department is the largest in the Richard J. Wehle School of Business. The department also offers a wide variety of extra-curricular programs including student clubs, internships and research opportunities.
Marketing Curriculum
| 1. | ENG 101, ENG 102, PHI 101, RST 101 (4 courses) | (12 credits) | ||
| 2. | Area Studies: Two coursess from each of these areas: I, III, IV, V, VI, VIII1 (12 courses) |
(36 credits) | ||
| 3. | Major courses requirements: (21 or 20 courses) | |||
| a. Common body of business knowledge: | ||||
| QNT 101 Quantitative Methods for Business | (3 credits) | |||
| AND | ||||
| MAT 106 Calculus for the Non-Sciences | (3 credits) | |||
| OR | (6 or 4 credits) | |||
| MAT 111 Calculus I | (4 credits) | |||
| OR | ||||
| MAT 115 Calculus for Business I | (4 credits) | |||
| ACC 201 Financial Accounting | (3 credits) | |||
| ACC 202 Managerial Accounting | (3 credits) | |||
| ECO 101 Principles of Macroeconomics | (3 credits) | |||
| ECO 102 Principles of Microeconomics | (3 credits) | |||
| ECO 255 Business Statistics I | (3 credits) | |||
| ECO 256 Business Statistics II | (3 credits) | |||
| FIN 201 Introduction to Finance | (3 credits) | |||
| ISB 101 Management Technology | (3 credits) | |||
| MGT 101 Introduction to Management | (3 credits) | |||
| MGT 325 Operations Analysis | (3 credits) | |||
| MGT 370 Managerial Environment | (3 credits) | |||
| MGT 446 Managerial Policy Strategy | (3 credits) | |||
| MKT 201 Principles of Marketing | (3 credits) | |||
| b. Marketing major: | ||||
| MKT 320 Consumer Behavior | (3 credits) | |||
| MKT 331 Fundamentals of Marketing Research | (3 credits) | |||
| MKT 401 Cases in Marketing Management | (3 credits) | |||
| MKT 475 International Marketing | (3 credits) | |||
| Marketing electives: two coursess. Some courses offered by other programs may be used as marketing electives. Please consult your academic advisor for details. |
(6 credits) | |||
| 4. | General Electives (3 or 4 courses) | (9 or 12 credits) | ||
| Total | (40 courses) | (120-121 credits) | ||
Recommended Schedule (Marketing):
| Fall | Spring | |||
| Freshman Year | ||||
| ENG 101 | 3 credits | ENG 102 | 3 credits | |
| QNT 101 or MAT 111 or MAT 115 |
3 or 4 credits | MAT 106 or Elective | 3 credits | |
| ECO 101 | 3 credits | MGT 101 | 3 credits | |
| ISB 101 | 3 credits | AS VIII | 3 credits | |
| AS VIII | 3 credits | |||
| Total | 15 or 16 credits | Total | 15 credits | |
| Sophomore Year | ||||
| RST 101 | 3 credits | PHI 101 | 3 credits | |
| ACC 201 | 3 credits | ACC 202 | 3 credits | |
| MKT 201 | 3 credits | ECO 256 | 3 credits | |
| ECO 255 | 3 credits | FIN 201 | 3 credits | |
| AS IV | 3 credits | AS IV | 3 credits | |
| Total | 15 credits | Total | 15 credits | |
| Junior Year | ||||
| MKT 320 | 3 credits | MKT 331 | 3 credits | |
| MGT 325 | 3 credits | MKT 475 | 3 credits | |
| AS I | 3 credits | MGT 370 | 3 credits | |
| AS VI | 3 credits | AS I | 3 credits | |
| AS III | 3 credits | AS III | 3 credits | |
| Total | 15 credits | Total | 15 credits | |
| Senior Year | ||||
| MKT 401 | 3 credits | Marketing elective | 3 credits | |
| Marketing elective | 3 credits | MGT 446 | 3 credits | |
| Elective | 3 credits | AS V | 3 credits | |
| AS V | 3 credits | Free Elective | 3 credits | |
| AS VI | 3 credits | Free Elective | 3 credits | |
| Total | 15 credits | Total | 15 credits | |
| TOTAL | 120-121 credits |
Dual Major
Highly motivated students may choose to enhance their career potential and enrich their business background by completing a dual major. Students are encouraged to major in both marketing and a related field of interest to the student including majors such as Management, International Business, Finance, Modern Languages, Economics, Psychology, etc. These dual majors require some additional courses to complete beyond the normal curriculum.
Other Programs
Global Supply Chain Management Minor
Global Supply Chain Management is concerned with the integrated management of the set of value-added activities from product development, through material procurement from vendors, to manufacturing and distribution of the good to the final customer. In today’s environment, competition is no longer primarily a matter of one company versus another, but rather, one supply chain versus another. In the Global Supply Chain Management concentration, students learn theory and skills for managing this competition.
Requirements
Complete all the specified courses in the Management major including the following three required courses:
MGT335 Management Science
MGT336 Production/ Operations Management (Management Majors) -or-
MGT325 Operations Analysis for Business
(Non-Management Majors)
MGT440 Global Supply Chain Management -or-
MKT478 Global Logistics/Transportation
And two electives from the following list:
MGT334 Procurement
MKT390 New Product Development
MGT440 Global Supply Chain Management -or-
MKT478 Global Logistics/Transportation
MGT474 Doing Business in Canada
MKT476 Doing Business in Mexico
MGT479 Current Topics in Global Supply Chain Management
MGT492 Internship in Global Supply Chain Management
MGT 499 Independent Study
MGT335 and MGT336 are prerequisites for most of the elective courses and should be completed by the end of the junior year. These two courses can be taken simultaneously. MGT325 may be substituted for MGT336.
Non-business majors must take MGT101 (Introduction to Management) and ECO255 (Business Statistics) prior to beginning the program.
Fashion Institute of Technology
This program combines professional fashion-related education with marketing courses to provide a concentration for students interested in a career in the fashion industry. Students accepted into the program spend either their junior or their senior year in New York City at the Fashion Institute of Technology, completing practical coursework in fashion design, manufacturing and retailing. Students interested in this program must apply to the program coordinator during their sophomore year. For further information, contact the department chair or Dean Valone.
Additional Information
Internships
Internships qualifying for three hours of academic credit are available to upper-division students majoring in management and marketing. These involve a work-and-study situation with faculty supervision. Many are paid. Students wanting internships for credit must meet certain departmental requirements. For further information, contact the department chair.
Career Preparation
All Marketing majors are expected to register with the Career Center during their junior year (if not before). Registration includes preparation of a formal resume and an interview with the Career Center staff. In addition, majors are encouraged to actively utilize the office’s other career-oriented services. Students should contact the Career Center in Old Main 016.
COURSES: 2007 - 2009
REQUIRED COURSES FOR MARKETING MAJORS
MKT 201 Principles of Marketing 3 credits
Introduction to the concepts, issues and opportunities associated with marketing management. Marketing strategy, buyer behavior, new product development, product management, price, promotion and channel decisions within context of overall environment and the cornerstones of this course. Fall and Spring
MKT 320 Consumer Behavior 3 credits
Application of concepts drawn from the behavioral sciences (i.e., anthropology, sociology and psychology) to provide insight into consumer decision-making and buyer behavior. Prerequisite: MKT 201 or permission of instructor. Fall
MKT 331 Fundamentals of Marketing Research 3 credits
Analyzes various techniques for obtaining marketing intelligence for top-level decision-making. Emphasizes marketing-research methodologies and evaluation of data from primary and secondary sources. Prerequisites: MKT 201, ISB 201, ECO 255 and ECO 256. Spring
MKT 475 International Marketing 3 credits
Issues involved in marketing products in global markets. The focus is on identifying opportunities in world markets and adapting strategies to fit specific national market needs. Prerequisite: MKT 201 or permission of instructor. Spring
MKT 401 Cases in Marketing Management 3 credits
Case analysis is used to apply advanced practices and policies concerning product, price, promotion and supply chain marketing to marketing decision making. Prerequisites: FIN201, ACC201 and ACC202, MGT325 (or MGT335, MGT336), MKT201, MKT320. Fall
ELECTIVE COURSES IN MARKETING
Note: Additional or different marketing electives may be offered. Students should consult the department.
MKT 351 Sales Management 3 credits
Sales policies and planning; sales organization; selection, training and compensation of salespersons; control of sales performance, sales budgets and cost control. Case materials used. Prerequisite: MKT 201. Elective.
MKT 352 Professional Sales 3 credits
The more significant aspects and techniques of sales and practical issues pertaining to a career in sales. Prerequisite: MKT 201. Elective.
MKT 390 New Product Development 3 credits
Examines marketing’s role in bringing the ‘voice of the customer’ into the new product (and new service) development process. Application of a variety of analytical, conceptual and statistical techniques are combined in marketing’s role in the development process. Prerequisites: MKT 201, ECO 255 and ECO 256, MKT320 and MKT 331. Elective
MKT 396 Promotion / Advertising 3 credits
Applies the theoretical bases from the consumer behavior course to promotional planning and implementation. Student project involves using the mix of promotional components to design an integrated marketing communication campaign. Prerequisites: MKT 201, ECO 255 and ECO 256, MKT320 and MKT 331. Elective.
MKT 445 Marketing Strategy Game 3 credits
Student-run firms compete in a simulated business environment and use marketing concepts to make pricing, distribution, promotion and channels of distribution. Prerequisites: MKT 201, MKT 331. Elective.
MKT 471 Doing Business in Emerging Markets 3 credits
An introduction to international marketing in two emerging markets: China and India. The commercial aspects of the Indian and Chinese marketplaces are explored. In-depth analyses of individual companies in these markets are central to this course. Prerequisites: MKT 201 or permission of the instructor. Elective
MKT 472 Doing Business in Asia 3 credits
This course in an introduction to international marketing in Asia. The commercial aspects of the Asian marketplace are explored. In-depth analyses of individual Asian countries and individual Asian businesses are central to this course. Prerequisites: MKT201 or permission of the instructor. Elective
MKT 474 Doing Business in Canada 3 credits
This course is an introduction to managing a business in Canada. The commercial aspects of the Canadian marketplace are explored as well as in-depth analyses of individual Canadian businesses are central to this course. Prerequisites: MKT201, MKT475. Elective
MKT 478 Global Logistics 3 credits
This course is an introduction to logistics and transportation aspects of the distribution of goods in North America. The advantages and disadvantages of the different modes of transportation and their impact on business decisions are explored in detail. Prerequisites: MKT201, MKT331. Elective
MKT 496 (MGT 496) Marketing Internship 3 credits
See MGT 496 for description.
MKT 497 FIT Internship 15 credits
For students in the Fashion Institute of Technology program. Prerequisite: Approval of chair or FIT coordinator.
1 Area II is automatically fulfilled because this program is in the social sciences. Area VII is fulfilled by the mathematics courses required in this program.