Marketing Courses & Curriculum
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.
For advisement information, for current majors and dual majors in Marketing & Information Systems, please click here. You can click here to see all department syllabi. You can also scroll down this page to find our course descriptions and both the business core and the Canisius Core Curriculum.
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.
During their course of studies, students will have the opportunity to demonstrate their knowledge of marketing by solving applied marketing problems, developing and carrying out marketing research projects, making pricing decisions under a variety of marketing conditions and developing international marketing plans. They will have the opportunity to engage in exciting and rewarding internships, independent studies, national competitions and marketing organizations. In fact, our marketing students have won numerous awards in each of the last several years and have finished in 1st place in several categories at the American Marketing Association (AMA) National Meeting, typically held each year in March in New Orleans, LA. We strongly encourage Marketing majors to join the AMA local chapter and club.
The faculty of the marketing program regularly assesses 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.
Core Curriculum: View the Core Curriculum requirements. All students complete these requirements as part of their overall Canisius education.
|Major courses requirements: (21 or 20 courses)|
|Common body of business knowledge:|
|MAT 105 Finite Mathematics|
|MAT 106 Calculus for the Non-Sciences|
|MAT 111 Calculus I|
|MAT 115 Calculus for Business I AND Free Elective|
|ACC 201 Financial Accounting|
|ACC 202 Managerial Accounting|
|ECO 101 Principles of Macroeconomics|
|ECO 102 Principles of Microeconomics|
|ECO 255 Business Statistics I|
|ECO 256 Business Statistics II|
|FIN 201 Introduction to Finance|
|ISB 101 Management Technology|
|MGT 101 Introduction to Management|
|MGT 325 Operations Analysis|
|MGT 370 Managerial Environment|
|MGT 446 Managerial Policy Strategy|
|MKT 201 Principles of Marketing|
|MKT 320 Consumer Behavior|
|MKT 331 Fundamentals of Marketing Research|
|MKT 350 Digital Marketing|
|MKT 375 International Marketing|
|MKT 401 Cases in Marketing Management|
|Marketing electives: two courses. Some courses offered by other programs may be used as marketing electives. Please consult your academic advisor for details.|
|Restricted Electives (must be liberal arts) 4 courses|
|Free Electives 3 or 4 courses.|
Recommended Schedule (Marketing):
|FYS 101||ENG 101|
|MAT 105 OR MAT 115 OR MAT 111||MAT 106 OR Free Elective IF MAT 115/111|
|RST 101||PHI 101|
|ECO 101 (Field of Knowledge Social Sciences)||ECO 102|
|ISB 101||MGT 101|
|GRIF 101||GRIF 101|
|MKT 201||FIN 201|
|ACC 201||ACC 202|
|ECO 255||ECO 256|
|History Field of Knowledge 4||Arts Field of Knowledge 3|
|Business International Requirement I
(Two semesters of language or approved regional studies His 107-108, 109-110, 131-132–when taken is flexible)
|Business International Requirement II (2 semester sequence required)|
|MKT 320||MKT 331|
|MGT 325||MKT 375|
|MKT 350||MGT 370|
|Religious Studies Field of Knowledge 1||Philosophy Field of Knowledge 2 (with Ethics)|
|Science Field of Knowledge 6||A & S Elective|
|MKT 401||MGT 446|
|MKT elective||MKT Elective|
|Core Capstone||A & S Elective|
|A&S Elective||Free Elective|
|A&S Elective||Free Elective|
Note: To ensure that all prerequisites are met, it is especially important that majors follow the indicated sequence for the following “quantitative” courses: MAT105-MAT 106 (OR MAT 111 OR 115), ECO 255, ECO 256 and MGT 325.
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 Information Systems, Management, or International Business. 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 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 Associate Dean Greg Wood, PhD, (Bagen 103, firstname.lastname@example.org or 716-863-3881).
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, please contact the Career Center and register by clicking here: College Central, and for additional information, contact the department chair.
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. Students can register by clicking here: College Central., (the link at left can also help with finding an internship). Students will need to contact a faculty member for supervision.
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 350 Digital Marketing 3 credits
This course aims to provide students with insight on how modern industry is adopting new emerging media and technologies as marketing tools. In this course, many innovative and evolutionary technologies/media will be introduced, such as blogs, mobile media, in-game advertising, virtual reality, hologram, touchscreen, social media, information kiosk in retail setting, including evolved formats of traditional media (e.g., 3-D TV, HD radio, digital outdoor media). This course includes e-buyer behavior, theoretical understandings, and case studies describing how diverse new media/technologies are adopted in business. In addition, this course will deal with ethical issues that can be found in the adoption of these diverse emerging media from the perspectives of both consumers and practitioners. The ultimate goal of this course is to familiarize students with the vocabulary/concepts, to teach practical knowledge from actual examples of technological adoptions, and finally to provide students with more future-oriented perspectives in understanding marketing strategies. (counts as MKT and IS elective for dual majors)
Prerequisite: MKT 201. Fall
MKT 375 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
Social Media Marketing Foundation (MKT 392): Explore the power of social media as a marketing tool. This course will help students learn about a variety of social media strategies and tactics. Discover how companies use Facebook, Twitter, Blogs, Social Gaming and other social media tools to build relationships with customers and engage target audiences. (counts as MKT and IS elective for dual majors) Prerequisites: MKT 201.
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 395 Social Media Branding & PR
As the market places shifts its attention from traditional media (e.g. Television, Radio, Print) to Online Social Networks, Blogs, Podcasts and other forms of social media, business organizations are changing their traditional advertising and public relations practices. Students in this course will learn how to monitor brand identity and reputations online, how to generate online conversations and enhance a company’s brand identity in the digital world. You will learn how to leverage social media to create and maintain relationships with loyal customers and develop online advertising strategies. Prerequisites: MKT 201.
MKT 397 Search Marketing: SEO & PPC MKT 397
May be used as a MKT or ISB elective. Search Engine Marketing (SEM) has become one of the most important marketing strategies for business organizations. SEM involves a variety of techniques designed to increase a company’s visibility on popular search engines like Google, Yahoo and Bing. The course will cover Search Engine Optimization (SEO) strategies involving website development and web analytics as well as Pay-Per-Click (PPC) strategies using advertising programs like Google Adwords. As companies increasingly compete to drive customers to their websites, the skills covered in the course are becoming essential for modern marketing professionals and web designers. Prerequisites: MKT 201.
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: MGT 325 OR MGT 336, 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.