Marketing
Chair: Gregory Wood, PhD
Introduction:
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, social media and innovative approaches to doing business in traditional industries. Marketing is global, fast-paced and rewarding. Marketing offers students the opportunity for an exciting career anywhere in the world. Marketing positions are available in all types of global industries ranging from financial services and health care to high technology and telecommunications. The marketing major is designed for students who want a balanced career that rewards both creativity and the ability to achieve strategic objectives.
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 retailing, e-tailing and distribution, marketing research, fashion merchandising, electronic and internet marketing, sales and sales management.
The marketing curriculum is designed to help students achieve a number of important learning goals (see Learning Goal section below). The faculty annually conduct assessments to determine how well students are progressing toward the achievement of these goals. A process of continuous quality improvement based on these assessments is used to make decisions about curriculum, instructional methods, and the expected goals and objectives. This process is responsible for helping Canisius College maintain a marketing program worthy of national recognition and accreditation by the most well respected professional and academic accrediting organizations in the world.
Goals
Qualifications:
Students must maintain a 2.0 GPA in their major and a 2.0 overall average to graduate with a degree in Marketing. All students must complete a minimum of 120 credit hours to graduate.
Advisement:
All students should have an advisor in the major and should contact the department directly to have an advisor assigned if they do not already have one. All majors should work closely with their advisor in discussing career expectations, choosing their major electives, developing their entire academic program and planning their co-curricular or supplemental academic experiences.
Curricular Requirements for the Major:
Core: All students complete Core Curriculum requirements as part of their overall Canisius education. These Requirements can be found at www.canisius.edu/core_curriculum/default.asp
Free Electives:
Free electives are courses in addition to the Core Curriculum and major requirements sufficient to reach a minimum of 120 credit hours for graduation. Students may graduate with more but not less than 120 credit hours.
Major Courses:
Major Course Requirements: (20 or 21 Courses)
| Course | Credits | |
| A. Common body of business knowledge | ||
| MAT 105 and MAT 106 or MAT 111 or MAT 115 and Free Elective |
Finite Mathematics Calculus for the Non-Sciences Calculus I Calculus for Business I |
3 3 4 4 |
| ACC 201 | Financial Accouting | 3 |
| ACC 202 | Managerial Accounting | 3 |
| ECO 101 | Principles of Microeconomics | 3 |
| ECO 102 | Principles of Macroeconomics | 3 |
| ECO 255 | Business Statistics I | 3 |
| ECO 256 | Business Statistics II | 3 |
| FIN 201 | Introduction to Finance | 3 |
| ISB 101 | Management Technology | 3 |
| MGT 101 | Introduction to Management | 3 |
| MGT 325 | Operations Analysis | 3 |
| MGT 370 | Managerical Enviroment | 3 |
| MGT 446 | Managerical Policy Strategy | 3 |
| MKT 201 | Principles of Marketing | 3 |
| B. Marketing major: | ||
| MKT 320 | Consumer Behavior | 3 |
| MKT 331 | Fundamentals of Marketing Research | 3 |
| MKT 401 | Cases in Marketing Management | 3 |
| MKT 475 | International Marketing | 3 |
Major Electives:
Marketing majors are required to take two (2) elective courses (6 credit hours) in marketing. Some courses offered by other programs may be used as marketing electives. Please consult your academic advisor for details.
Major Experiences:
The curriculum for marketing majors is designed to give students a breadth of knowledge in a variety of business functions as well as a depth of understanding in traditional marketing areas. Marketing electives can be used by students to pursue specific topics based on their interests or career aspirations. All students are strongly encouraged to become involved in the Canisius College American Marketing Association (CCAMA) beginning in their freshman year. This organization offers important extra-curricular programs designed to connect students with the business community and help them develop a greater understanding of how marketing concepts are applied in the business world. Participation in this organization is an essential part of your preparation for professional life. Connect with CCAMA on Facebook: http://tiny.cc/ccama
Additional Course Considerations:
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.
Recommended Semester Schedule for Major Course Requirements
| Year | Fall Semester | Spring Semester |
| Freshman | FYS 101 (3 credits) | ENG 101 (3 credits) |
| MAT 105 (3 credits) or MAT 115 (4 credits) or MAT 111 (4 credits) |
MAT 106 (3 credits) or free elective if MAT 115/111 | |
| RST 101 (3 credits) | PHI 101 (3 credits) | |
| ECO 101 MACRO (3 credits) | ECO 102 MICRO (3 credits) | |
| ISB 101 (3 credits) | MGT 101 (3 credits) | |
| Sophomore | MKT 201 (3 credits) | FIN 201 (3 credits) |
| ACC 201 (3 credits) | ACC 202 (3 credits) | |
| History Field 4 | Arts Field 3 | |
| ECO 255 (3 credits) | ECO 256 (3 credits) | |
| Business International Requirement | Business International Requirement (2 semester sequence required) | |
| Two semesters of language or approved regional studies* | ||
| Junior | MKT 320 (3 credits) | MKT 331 (3 credits) |
| MGT 325 (3 credits) | MKT 475 (3 credits) | |
| Religious Studies Field 1 | MGT 370 (3 credits) | |
| Science Field 6 | A and S Elective | |
| Philosophy Feild 2 (Ethics is required for this course) | CORE CAPSTONE | |
| Senior | MKT 401 (3 credits) | MGT 446 (3 credits) |
| MKT ELECTIVE | MKT ELECTIVE | |
| FREE ELECTIVE | FREE ELECTIVE | |
| A and S Elective | FREE ELECTIVE | |
| A and S Elective | A and S Elective |
* HIS 107 History of Modern Europe to 1815 (3 credits); HIS 108 History of Modern Europe Since 1815 (3 credits); HIS 109 Western Political Traditions I (3 credits); HIS 110 Western Political Traditions II (3 credits); HIS 131 Latin American History to 1830 (3 credits); HIS 132 Latin American History Since 1830 (3 credits)
Dual Majors:
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 , 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.
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 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.
Minors:
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 inculding the following four required courses:
| Course | Title | Credits |
| MGT 335 | Management Science | 3 |
| MGT 336 or MGT 325 |
Production/Operations Management (Management Majors) Operations Analysis for Business (Non-Management Majors) |
3 3 |
| MGT 440 | Global Supply Chain Management | 3 |
| MKT 478 | Global Logistics | 3 |
| And an elective from the following list: | ||
| MGT 334 | Procurement | 3 |
| MGT 475 | International Mangement | 3 |
| MGT 476 | Doing Business in Mexico | 3 |
| MGT 479 | Current Topics in Global Supply Chain Management | 3 |
| MGT 492 | Internship in Global Supply Chain Management | 3 |
| MGT 499 | Independent Study | 3 |
| MKT 390 | New Product Development | 3 |
| MKT 474 | Doing Business in Canada | 3 |
MGT 335 and MGT 336 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. MGT 325 may be substituted for MGT 336. In the alternative, students who take both MGT 335 and MGT 336 are not required to take MGT 325. Non-business majors must take MGT 101 (Introduction to Management) and ECO 255 (Business Statistics) prior to beginning the program.
Marketing COURSES: 2011 - 2013
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: FIN 201, ACC 201 and ACC 202, MGT 325 (or MGT 335, MGT 336), MKT 201, MKT 320. 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, MKT 320 and MKT 331. Elective
MKT 392 Social Media Marketing 3 credits
This course surveys a number of tools and marketing strategies associated with social media. Students will learn how business organizations use social networks, blogs, micro-blogging and other Web 2.0 technologies to build relationships with and engage consumers. Prerequisites: MKT 201 and MKT 320. 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, MKT 320 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: MKT 201 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: MKT 201, MKT 475. 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: MKT 201, MKT 331. 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.