Marketing
W. Rick Bonsall, D.Mgt., Assistant Professor of Management;
wrbonsall@mckendree.edu; (618) 537-2143; 907 Royse
Roger Smalley, D.B.A., Associate Professor of Marketing;
rsmalley@mckendree.edu; (618) 537-6894; Piper Academic Center 108
The American Marketing Association defines marketing as “the process of planning
and executing the conception, pricing, promotion and distribution of goods, services,
and ideas to create exchanges that satisfy individual and organizational objectives.” The
McKendree College marketing curriculum is based on a customer satisfaction model
known as the marketing concept that is consistent with this definition. Business core
courses provide students with the necessary foundation studies in economics, accounting,
finance, management, and business strategy. Specialty courses in the marketing
major focus on specific topics in marketing such as marketing research, advertising,
personal selling, and distribution through channels. This curriculum is designed to prepare
students for careers in marketing that include eventual marketing management
responsibilities.
Students who successfully complete the curriculum for this major will have developed
skills in the application of marketing theory and achieved the general education
objectives of competence in critical thinking, quantitative analysis, and oral and
written communication. Careers in marketing include personal selling and marketing
management in retail and commercial environments, new product planning in manufacturing
firms and service providers, and marketing research for large advertisers,
research firms, and advertising agencies.
To receive a Bachelor of Business Administration degree in Marketing, the student
must successfully complete the business core and the major requirements listed below. The
student must complete all work applied to the major with a minimum cumulative grade
point average of 2.25. Any business course outside of the business core may be applied
toward the completion of requirements for only one business major or minor. The Pass/C-
/D/Fail option may not be chosen for a course fulfilling a major or minor requirement.
MARKETING MAJOR: 60 crs.
Business core requirements 39 crs.
ACC 261 PRINCIPLES OF ACCOUNTING I (4)
ACC 262 PRINCIPLES OF ACCOUNTING II (4)
ECO 211 PRINCIPLES OF MICROECONOMICS (3)
ECO 212 PRINCIPLES OF MACROECONOMICS (3)
BUS 303 BUSINESS LAW I (3)
or
BUS 304 BUSINESS LAW II (3)
FIN 308 PRINCIPLES OF BUSINESS FINANCE (3)
BUS 310 QUANTITATIVE ANALYSIS FOR BUSINESS DECISIONS (3)
MTH 310 STATISTICS (4)
MGT 204 PRINCIPLES OF MANAGEMENT (3)
MKT 205 PRINCIPLES OF MARKETING (3)
BUS 410 MANAGEMENT INFORMATION SYSTEMS (3)
or
ACC 321 ACCOUNTING INFORMATION SYSTEMS (3)
MGT 450 BUSINESS STRATEGY AND POLICY (3)
Marketing major requirements 21 crs.
MKT 305 CONSUMER BEHAVIOR (3)
MKT 310 MARKETING RESEARCH (3)
MKT 354 ADVERTISING AND PROMOTION (3)
Plus four marketing electives,
at least two of which must be at the 300/400 level. (12)
MARKETING MINOR: 18 crs.
The minor in Marketing is available to students in any major. To receive a minor, the
student must complete the required courses listed below and a minimum of six credit
hours of Marketing electives at the 300-400 level. The student must complete work
applied to the minor with a minimum of a 2.25 cumulative grade point average.
Marketing minor requirements
MKT 205 PRINCIPLES OF MARKETING (3)
MKT 305 CONSUMER BEHAVIOR (3)
MKT 310 MARKETING RESEARCH (3)
MKT 354 ADVERTISING AND PROMOTION (3)
Plus two 300/400 level marketing electives (6)
Marketing electives
ECO 350 CURRENT ECONOMIC ISSUES (3)
or
ECO 353 MANAGERIAL ECONOMICS (3)
MGT 334 HUMAN RESOURCES MANAGEMENT (3)
MKT 305 CONSUMER BEHAVIOR (3)
MKT 315 MARKETING CHANNELS (3)
MKT 320 PERSONAL SELLING (3)
MKT 330 PRINCIPLES OF RETAILING (3)
MKT 340 INTERNATIONAL BUSINESS (3)
MKT 350 SMALL BUSINESS MANAGEMENT (3)
MKT 380-389 TOPICS IN MARKETING (3)
MKT 424 BUSINESS ETHICS AND SOCIAL RESPONSIBILITY (3)
MKT 470 INTERNSHIP IN MARKETING (3)
MKT 480 INDEPENDENT STUDY IN MARKETING (1-4)
MKT 490 SEMINAR IN MARKETING (1-4)
MKT 205 PRINCIPLES OF MARKETING (3)
The course focuses on an analysis of the four strategic elements of marketing – product, price, promotion, and distribution – and the environmental factors that affect the market. The basic theories and examples of marketing practices which this course comprises will prepare the student for further study in marketing and other business fields. Each semester.
MKT 305 CONSUMER BEHAVIOR (3)
This course examines the purchase decision situation and the processes that influence it. Basic concepts from the field of cognitive psychology form the theoretical foundation of the course. Applications of the theories to the practice of marketing are developed. Prerequisite: MKT 205. Annually, Fall.
MKT 310 MARKETING RESEARCH (W) (3)
The course introduces the scientific method as it is applied in marketing. Quantitative and qualitative
research methods are studied and an original research project is undertaken. Students gain experience in developing research questions, selecting appropriate methods, using analytical tools, and interpreting and presenting research findings. Prerequisite: MKT 205, MTH 310. Annually, Spring.
MKT 315 MARKETING CHANNELS (3)
The course focuses on the network of intermediaries that producers use to make their products available to consumers and industrial users. Among the business entities studied are wholesale and retail intermediaries and other firms that support the distribution function. Prerequisite: MKT 205. As needed.
MKT 320 PERSONAL SELLING (3)
This course examines the personal selling communication process: how information is used to persuade and to satisfy individual needs. Emphasis is placed on preparation for a sale, presentation, closing, handling objections, and follow-up after the sale. Opportunity is provided to study different types of sales environments. Prerequisite: MKT 205. As needed.
MKT 330 PRINCIPLES OF RETAILING (3)
This course introduces the student to the basic concepts of retail store management. Topics covered
include facility and financial management, staffing, location, merchandising, strategies, inventory controls, pricing, and promotion in the retail environment. Prerequisite: MKT 205. As needed.
MKT 340 INTERNATIONAL BUSINESS (3)
This class examines how cultural and social values influence management and marketing practices
throughout the world. Work related activities, norms, standards, and expectations of the U.S. are compared with those of other countries. Cross cultural business ventures are examined with particular reference to potential influences of the ventures on the cultures involved. Prerequisites: MGT 204 or MKT
205. Same as MGT 340. Each semester.
MKT 350 SMALL BUSINESS MANAGEMENT (3)
Application of the principles of marketing and management to the small business environment. This
course includes the development of a business plan for a small business startup. Prerequisites: MKT 205 and MGT 204. Same as MGT 350. As needed.
MKT 354 ADVERTISING AND PROMOTION (3)
A course focusing on the communications functions of marketing. Topics include public relations, merchandising, sales promotion, advertising management, and marketing communications theory and
research. Prerequisite: MKT 205. Annually, Spring.
MKT 380-389 TOPICS IN MARKETING (3)
As needed.
MKT 424 BUSINESS ETHICS AND SOCIAL RESPONSIBILITY (W) (3)
This course addresses the importance of ethical considerations in business decisions. Topics include
schools of ethical thought, the impact of competing stakeholder groups, and the creation of ethics
enforcement systems. Students will refine their personal ethical standards and learn to apply ethical decision models to the resolution of business dilemmas. Prerequisite: MGT 204 and MKT 205 or consent of instructor. Same as MGT 424. Each semester.
MKT 470 INTERNSHIP IN MARKETING (3-8)
MKT 480 INDEPENDENT STUDY IN MARKETING (1-4)
MKT 490 SEMINAR IN MARKETING