Marketing (MKTG)

Marketing is at the heart of what every business must do to be successful: attract and retain customers. Marketing professionals are responsible for knowing how to produce, price, promote, and distribute goods and services. Program graduates enjoy career opportunities in such diverse areas as product management, advertising, market research, public relations, Web-based businesses, customer service and sales.

The Marketing program provides a strong foundation in fundamental marketing concepts and principles. The advanced courses provide the opportunity for studying topics of particular interest to the student in such areas as consumer behavior, public relations, and advanced sales techniques. All of the courses in the Marketing Associate Degree program can be completed in both a traditional and distance learning option. The traditional class room experience continues to provide students with high quality instruction in a small classroom setting at our main campus and off-campus locations. The distance learning option provides the same high quality learning as traditional instruction, with the flexibility of being able to complete coursework online or through video based instruction 

The Direct Marketing and Retail Management majors build on a solid foundation in marketing to provide advanced skills in these specialized areas. The Direct Marketing major provides graduates with a survey of the major components of direct marketing including creative design, list selection, database management, and financial evaluation of direct marketing programs. Particular emphasis is placed on interactive technologies and their impact on direct marketing. The Retail Management major provides in-depth exposure to retail management principles and a strong internship program supported by many of the city’s leading retail operations.

The MBA (Master of Business Administration) is one of the most sought-after professional degrees—not only by those currently working in business but also by many other professionals who are increasingly in need of these types of skills. The Pre-MBA Certificate is designed for individuals who have already completed a baccalaureate degree and wish to pursue an MBA or for professionals in various fields who wish a basic grounding in business principles through an introduction to the business disciplines. All of the courses in this certificate can be completed online.

Transfer agreements are available that enable Marketing graduates to transfer to other institutions to complete their baccalaureate degree. Please contact advisor if interested in this option.

Columbus State Community College is nationally accredited by the Association of Collegiate Business Schools and Programs (ACBSP) for the offering of its business programs that culminate in the Associate of Arts, Associate of Science, and Associate of Applied Science degrees.

Upon completion of the associate degree in Marketing, the graduate will be able to:

• Explain the role of branding, the concept of brand equity, and brand elements in designing marketing programs and strategies
•  Demonstrate and apply major communications tools used in marketing, with particular emphasis on developing a creative brief and comprehensive direct marketing campaign. 
•  Relate how consumer behavior impacts overall marketing strategy and influences the purchaser’s decision-buying process as identified by marketing research.
•  Analyze the sales process and explain how it relates to consumer and business-to-business purchasing.
•  Identify issues that arise in global marketing and describe the basic mechanisms for doing business in foreign markets.
•  Differentiate between various consumer and industrial systems of distribution and supply chain management.
•  Evaluate the components of the successful e-Commerce business model and their interrelationship.
•  Explain the role of ethical decision making in the business world.

Direct Marketing Major

In addition to the Marketing competencies, a graduate with a Direct Marketing major will be able to:

• Define and develop a target market and select the most appropriate methods to reach it.
•  Select and use the appropriate methodology to assess the costs of direct marketing efforts.
•  Understand and be able to utilize interactive direct marketing media.
•  Plan and implement telemarketing campaigns for purposes of direct selling, fund-raising, and business-to- business sales.
•  Integrate creative activities and outcomes with appropriate direct marketing techniques. 

Retail Management Major

In addition to the Marketing competencies, a graduate with a Retail Management major will be able to:

• Identify the various types of stock control systems appropriate for a merchandise mix.
•  Explain the basic concepts of store operations.
•  Demonstrate and apply retail mathematical tools that aid in merchandise planning, selection, and pricing

Software/Hardware Requirements

Students taking courses in this curriculum may need to own or have access to hardware or software to pursue this degree. This is particularly important for students who are enrolled in distance learning-based sections of a particular course. Check with the program advisor to discuss specific course needs and options.

 

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Marketing Associate Degree

Quarter 1

Course	Name	Credits
ENGL 101	Beginning Composition	3
MATH 104	Intermediate Algebra	5
MKTG 111	Marketing Principles	5
IMMT 112	Fundamentals of Interactive Design	3
ECON 200	Microeconomics	5
TOTAL CREDIT HOURS		21

Quarter 2

Course	Name	Credits
ENGL 102	Essay and Research	3
MKTG 140	Introduction to Advertising and Promotion	4
MKTG 111	Marketing Principles	5
MKTG 145	Services Marketing	3
ACCT 106	Financial Accounting	5
TOTAL CREDIT HOURS		20

Quarter 3

Course	Name	Credits
COMM 105	Speech	3
ACCT 107	Managerial Accounting	5
MKTG 102	Branding	3
MKTG 131	Market Research Principles	3
MKTG 122	Web and Electronic Marketing	3
TOTAL CREDIT HOURS		17

Quarter 4

Course	Name	Credits
COMM 200	Business Communication	3
HUM xxx	Humanities 111,112,113,151,152 or 224	5
MKTG 221	Consumer Behavior	3
MKTG 229	Organizational Marketing	3
MKTG 141	Interactive Marketing Media	4
TOTAL CREDIT HOURS		18

Quarter 5

Course	Name	Credits
MKTG 226	Customer Service Principles and Practices	4
MKTG 223	Sales Principles and Practices	4
MKTG 236	Direct Marketing	3
NSCI 101	Natural Science I	5
BMGT 257	Project Management	3
TOTAL CREDIT HOURS		19

Quarter 6

Course	Name	Credits
MKTG 270	Global Marketing	5
MKTG 241	Marketing Practicum I	4
MKTG 242	Marketing Seminar I	1
MKTG xxx	Approved Elective	3
TOTAL CREDIT HOURS		13
TOTAL DEGREE CREDIT HOURS		108

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Technical Electives

Any advisor-approved courses from the following list can be used for the marketing technical elective:

Course	Name	Credits
GRPH 284	Advertising Agency I	4
HRM 121	Human Resources Management	4
MKTG 142	Media Buying	3
MKTG 146	Nonprofit Marketing	3
MKTG 224	Public Relations	3
MKTG 237	Database Marketing	3
MKTG 285	Advertising/Promotion on the Web	1
MKTG 286	Customer Service on the Web	1
MKTG 287	Public Relations on the Web	1
MKTG 288	Market Research on the Web	1
MKTG 289	Direct Marketing on the Web	1
MKTG 290	Government Marketing on the Web	1
MKTG 292	Nonprofit Marketing Using the Web	1
IMMT 123	Video Basics	2
MATH 135	Statistics	5
MKTG 150	Introduction to e-Commerce	3
MKTG 125	Social Networking	3

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Direct Marketing Major

Quarter 1

Course	Name	Credits
ENGL 101	Beginning Composition	3
MATH 104	Intermediate Algebra	5
MKTG 101	Introduction to Retailing (or)
LOGI 100	Principles of Supply Chain Management	5
ECON 200	Microeconomics	5
IMMT 112	Fundamentals of Interactive Design	3
TOTAL CREDIT HOURS		21

Quarter 2

Course	Name	Credits
ENGL 102	Essay and Research	3
MKTG 111	Marketing Principles	5
MKTG 140	Introduction to Advertising and Promotion	4
MKTG 122	Web and Electronic Marketing	3
MKTG 226	Customer Service Principles and Practices	4
MKTG 229	Organizational Marketing	3
TOTAL CREDIT HOURS		22

Quarter 3

Course	Name	Credits
ACCT 106	Financial Accounting	5
MKTG 102	Branding	3
MKTG 131	Market Research Principles	3
MKTG 141	Interactive Marketing Media	4
NSCI 101	Natural Science I	5
TOTAL CREDIT HOURS		20

Quarter 4

Course	Name	Credits
COMM 105	Speech	3
COMM 200	Business Communication	3
ACCT 107	Managerial Accounting	5
MKTG 221	Consumer Behavior	3
MKTG 236	Direct Marketing	3
TOTAL CREDIT HOURS		17

Quarter 5

Course	Name	Credits
MKTG 237	Database Marketing	3
BMGT 257	Project Management	3
HUM xxx	Humanities 111,112,113,151,152 or 224	5
TOTAL CREDIT HOURS		11

Quarter 6

Course	Name	Credits
MKTG 241	Marketing Practicum I	4
MKTG 242	Marketing Seminar I	1
MKTG 270	Global Marketing	5
MKTG XXX	Elective	3
TOTAL CREDIT HOURS		13
TOTAL DEGREE CREDIT HOURS		104

Technical Electives

Any course from the following list can be used to fulfill the marketing technical elective requirement:

Course	Name	Credits
MATH 135	Statistics	5
MKTG 142	Media Buying	3
MKTG 146	Nonprofit Marketing	3
MKTG 150	Introduction to e-Commerce	3
MKTG 224	Public Relations	3
MKTG 285	Advertising and Promotion on the Web	1
MKTG 286	Customer Service on the Web	1
MKTG 287	Public Relations on the Web	1
MKTG 288	Market Research on the Web	1
MKTG 289	Direct Marketing on the Web	1
MKTG 290	Government Marketing on the Web	1
MKTG 292	Nonprofit Marketing Using the Web	1
HRM 121	Human Resources Management	4

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Retail Management Major

Quarter 1

Course	Name	Credits
ENGL 101	Beginning Composition	3
MATH 104	Intermediate Algebra	5
ECON 200	Microeconomics	5
MKTG 111	Marketing Principles	5
TOTAL CREDIT HOURS		18

Quarter 2

Course	Name	Credits
ENGL 102	Essay and Research	3
IMMT 112	Fundamentals of Interactive Design	3
MKTG 111	Marketing Principles	5
MKTG 223	Sales Principles and Practices	4
ACCT 106	Financial Accounting	5
TOTAL CREDIT HOURS		20

Quarter 3

Course	Name	Credits
COMM 105	Speech	3
ACCT 107	Managerial Accounting	5
MKTG 131	Market Research	3
MKTG 140	Introduction to Advertising and Promotion	4
MKTG 205	Quantitative Methods in Retail	5
TOTAL CREDIT HOURS		20

Quarter 4

Course	Name	Credits
HUM XXX	Humanities 111, 112, 113, 151, 152 or 224	5
BMGT 218	Management Training for Supervisors	5
MKTG 141	Interactive Marketing Media	4
MKTG 226	Customer Service Principles and Practices	4
TOTAL CREDIT HOURS		18

Quarter 5

Course	Name	Credits
COMM 200	Business Communication	3
MKTG 270	Global Marketing	5
NSCI 101	Natural Science I	5
MKTG xxx	Approved Elective	3
MKTG 150	Introduction to E-Commerce	3
TOTAL CREDIT HOURS		19

Quarter 6

Course	Name	Credits
MKTG 241	Marketing Practicum I	4
MKTG 242	Marketing Seminar I	1
BMGT 257	Project Management	3
MKTG 213	Merchandise Buying and Management	4
MKTG 102	Branding	3
TOTAL CREDIT HOURS		15
TOTAL DEGREE CREDIT HOURS		110

Approved Electives

Course	Name	Credits
MKTG 142	Media Buying	3
MKTG 146	Nonprofit Marketing	3
MKTG 145	Services Marketing	3
MKTG 236	Direct Marketing	3
MKTG 237	Database Marketing	3
MKTG 285	Advertising and Promotion on the Web	1
MKTG 290	Government Marketing on the Web	1
MKTG 292	Nonprofit Marketing Using the Web	1
LOGI 100	Principles of Supply Chain Management	5

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Direct Marketing Certificate

Quarter 1

Course	Name	Credits
MKTG 236	Direct Marketing	3
TOTAL CREDIT HOURS		3

Quarter 2

Course	Name	Credits
MKTG 237	Database Marketing	3
TOTAL CREDIT HOURS		3

Quarter 3

Course	Name	Credits
MKTG 122	Web and Electronic Marketing	3
TOTAL CREDIT HOURS		3
TOTAL CERTIFICATE CREDITS		9

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Electronic Marketing Certificate

Quarter 1

Course	Name	Credits
MKTG 122	Web and Electronic Marketing	3
MKTG 150	Introduction to e-Commerce	3
TOTAL CREDIT HOURS		6

Quarter 2

Course	Name	Credits
IMMT 112	Fundamentals of Interactive Design	3
MKTG 125	Social Networking	3
TOTAL CREDIT HOURS		6

Quarter 3

Course	Name	Credits
MKTG 236	Direct Marketing	3
TOTAL CREDIT HOURS		3
TOTAL CERTIFICATE CREDITS		15

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Pre-MBA Certificate

Quarter 1

Course	Name	Credits
ACCT 269	Foundations of Accounting1	5
FMGT 201	Corporate Finance	5
TOTAL CREDIT HOURS		10

Quarter 2

Course	Name	Credits
BMGT 111	Management	5
ECON 200	Principles of Microeconomics1	5
TOTAL CREDIT HOURS		10

Quarter 3

Course	Name	Credits
MATH 135	Elementary Statistics1	5
MKTG 111	Principles of Marketing	5
TOTAL CREDIT HOURS		10
TOTAL CERTIFICATE CREDITS		30

NOTE: Individuals who have completed one or more of the above courses can substitute the following:

Course	Name	Credits
LEGL 261	Business Law I	3
LOGI 100	Principles of Supply Chain Management	5
ECON 240	Principles of Macroeconomics	5
BMGT 257	Project Management	3

¹Students must meet the prerequisite requirements before enrolling in these classes. These prerequisites can be completed by taking Math 102 Beginning Algebra I (for Accounting and Economics) and Math 103 Beginning Albgebra II (for Statistics) with a grade of “C” or   better.

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