Bachelor of Science in Marketing
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The marketing program at Caldwell University covers a broad spectrum of marketing principles, including consumer behavior, digital marketing, advertising, market research, and strategic marketing. With smaller class sizes, students can receive more personalized attention from professors, which can enhance learning and provide more opportunities for engagement. The marketing faculty at Caldwell University are experienced professionals who bring real-world knowledge and expertise to the classroom. Their practical insights provide students with valuable perspectives on the marketing field. Caldwell University offers various internship and job placement opportunities, helping students gain hands-on experience in the marketing industry before they graduate. This experience is vital for standing out in a competitive job market. It has a close-knit academic community, where students can build relationships with peers, faculty, and alumni. The university’s connections with local businesses and organizations also provide valuable networking opportunities for students pursuing careers in marketing.in one of the world’s most influential business and marketing centers. The program focuses on the ethical aspects of marketing and encourages students to consider the societal impact of their marketing decisions, helping them develop a responsible and ethical approach to the field.
In addition to the outcomes achieved in the Business Administration program, students in the marketing program apply concepts of the marketing mix, analyze marketing information, and synthesize these factors into a marketing strategy as part of a comprehensive and cohesive marketing plan. Assessments includes case studies, portfolio development, simulations, debates, and internet-based activities.
STUDENTS WHO MAJOR IN MARKETING MUST COMPLETE:
Course Code : BU 105
Course Description :
Surveys the various fields of business. The student will be introduced to the different forms of business ownership, managerial skills, marketing principles, accounting, financial analysis, computer terminology, money and banking, business law and international trade.
Credit : 3 – 3
Course Code : BU 110
Course Group(s) : GE DIV
Active Term : Fall
Course Description :
Emphasizes models of management-oriented modern business communications in the digital age: letters, reports, memoranda, emails, blogs and digital résumés. Develops oral communication skills: interviews, presentations, listening techniques. Includes use of computer lab and relevant presentation, writing and report generating technologies.
Credit : 3
Prerequisites :
CS 115, CS 125, or CS 195
Course Code : BU 205
Active Term : Fall
Course Description :
This course introduces students to the fundamentals of microeconomic theory. It deals with the behavior of individual economic units that are small relative to the national economy. The course explains how consumers, workers, investors, owners of land, and business firms make their decisions, and how they interact to form larger units of markets and industries. A thorough survey of market failure and government failure also will be covered.
Credit : 3
Prerequisites :
MA 130 or higher
Course Code : BU 208
Course Description :
Analyzes the economic, cultural, political, and legal context in which International Business is conducted. It reviews the major factors linked to the development of International Business. The course considers globalization, the economic and political aspects of trade, how countries differ, the global monetary system and foreign exchange.
Credit : 3
Prerequisites :
BU105
Course Code : BU 210
Course Description :
This course introduces students to the fundamentals of macroeconomic theory. It deals with aggregate economic quantities, such as the level and growth rate of national output, interest rates, unemployment, and inflation. The course explains how the aggregate markets for goods and services, for labor, and for corporate stocks and bonds are formed, what the trade-off is between inflation and unemployment, and how the government develops and implements its monetary and fiscal policies.
Credit : 3
Prerequisites :
BU205
Course Code : BU 211
Course Description :
This course introduces fundamental principles in financial accounting. It provides a basic understanding of accounting theory, practices, and procedures through the accounting cycle as well as recording transactions in journals and ledgers. The course introduces the basic financial statements of balance sheet, income statement, and statement of owner's equity, explaining their purpose and composition.
Credit : 3
Prerequisites :
MA 130 or higher
Course Code : BU 212
Course Description :
This course covers the measurement and reporting of claims by creditors and equity investors; explains business structures of partnerships and corporations; and covers topics such as income taxes and financial analysis. The course introduces the statement of cash flows, its purpose and composition.
Credit : 3
Prerequisites :
BU211
Course Code : CS 219
Course Description :
This course emphasizes analysis and solutions to contemporary business problems through the use of the current version of Microsoft Excel. Students are introduced to business decision modeling processes to strengthen logical reasoning and analytical skills. Microsoft Excel is used as the basis for managerial decision support through analysis of contemporary business case problems. Students apply the appropriate functions and features of Microsoft Excel to solve business cases. The course also emphasizes oral presentation and written reports on business processes used in case solutions to further strengthen students’ communication skills.
Credit : 3
Prerequisites :
CS 115, CS 125, or CS 195 AND MA 130 or higher
Course Code : BU 221
Course Description :
Marketing is an organizational philosophy and a set of guiding principles for interfacing with customers, competitors, collaborators, and the environment. The class will cover the fundamental theories and concepts of marketing as well as real life applications including digital and social media strategies. Students will create a marketing plan for a real business at the end of the course.
Credit : 3
Prerequisites :
CS 115, CS 125, or CS 195
Course Code : BU 260
Course Description :
This course focuses on the basic management skills of planning, organizing, leading, and controlling, with additional emphasis on ethics, social responsibility, and management skills for the future. This course deals with understanding the manager’s job, decision-making, motivation, leading change, and innovation.
Credit : 3
Instruction methods : Lecture: 3 Hours
Prerequisites :
BU 101, BU 105, or BU 110
Course Code : CS 285
Course Description :
The course will teach students about the use of computers and business data networks to solve management and corporate problems. The course examines the components and concepts of management information systems in managing information in business environments. The evolution and future direction of current corporate and institutional computing environments will be analyzed. The impact of emerging e-commerce marketplaces on corporate strategies and infrastructure will also be examined. The ways in which businesses develop or procure information technology resources and systems will be discussed. Case studies will be used for illustrate key concepts in systems development, implementation and management. In addition, students will learn how businesses manage and protect critical information and data.
Credit : 3
Instruction methods : Lecture: 3 Hours
Prerequisites :
CS219
Course Code : BU 305
Course Description :
Studies the collection, classification, presentation, and analysis of statistical data with an emphasis on business applications.
Credit : 3
Prerequisites :
CS 219
OR
Course Code : MA 311
Course Description :
An introduction to the theory of probability and statistics utilizing methods from calculus. Topics include the axioms and rules of probability, Bayes Theorem, discrete and continuous random variables, univariate probability distributions, expectation, variance, and generating functions.
Credit : 3
Prerequisites :
MA 220 or MA 140
Course Code : BU 337
Course Description :
Introduces the techniques employed by firms in raising and allocating funds. Describes analytical tools used by financial managers.
Credit : 3
Prerequisites :
BU 210, BU 212, AND BU 305 or MA 311
Course Code : BU 347
Course Description :
Surveys the entire field of public relations:objectives, strategy, communication techniques, media selection, message content, implementation, budget, follow-up and evaluation.
Credit : 3
Prerequisites :
BU221
Course Code : BU 350
Course Description :
This course examines the legal environment of business including legal liability and ethical issues in the context of the business and economic environments and in e-commerce applications. The course provides an overview of the American legal system and the legal rights, duties, and obligations of the individual, with emphasis on contract law.
Credit : 3
Course Code : BU 360
Course Description :
Discusses the business, social and economic aspects of advertising; budgets, media selection, advertising and society, the future of advertising, ethics, and international advertising.
Credit : 3
Prerequisites :
BU221
Course Code : BU 416
Course Description :
Provides an understanding of the steps in the selling process and a practicum of an actual sales presentation. Examines functions of executives in charge of the marketing and sales activities and the motivation of sales force personnel toward achievement of objectives. Analysis of the selection, supervision and training of sales force personnel, methods used by companies to gain share of the market, and interaction of the sales department with other departments within the enterprise.
Credit : 3
Prerequisites :
BU221
Course Code : BU 420
Course Description :
Applies analytical techniques and managerial concepts to operations of large-scale business. Within that context, it will highlight ethical business practices and ethical sensitivity in the decision-making process.
Credit : 3
Prerequisites :
Senior status with at least 105 credits and BU 337, BU537
Course Code : BU 427
Course Description :
Introduction to digital strategy as used by multiple aspects of an organization's marketing operations including new product design, advertising, marketing and sales, creation of word-of-mouth and customer service. Examination of the evultion of traditional marketing (4ps: Product, Price,Place and Promotion) to the 5th P-Participation. Topics include best practices related to the business use of social media, ethical issues, legal obligations, intellectual property, and analytic tools such as Digitial Attribution, Social Listening, Big Data, and the Social -Graph. The class will provide hands on experiences through cases, projects and guest lectures by industry experts.
Credit : 3
Instruction methods : Lecture: 3 Hours
Prerequisites :
BU221
Course Code : BU 436
Course Description :
Individuals and businesses need to manage the processes that drive success, including the processes that bring goods and services to market, as well as the individual projects that are needed in every functioning area of business. This process-management course introduces students to essential concepts in operations management and project management to drive the success of individuals and businesses. Operations management focuses on converting resources and materials into finished products and services and methods for improving process operations to enhance competitive advantage in the growing global economy. Project management includes organizing and managing project teams, project selection, project planning, project scheduling, and project cost management, all in the context of costs/budgeting and risk management.
Instruction methods : Lecture: 3 Hours
Prerequisites :
CS 285 AND BU 251, BU 260, or CS 260
Course Code : BU 471
Course Description :
Examines marketing strategies in light of uncontrollable environmental factors such as cultural, economic, competitive and governmental influences and how these interact with controllable variables such as product, distribution, pricing and promotion. Emphasis is given to the elements of a marketing plan and marketing decision making using the case method approach. For Marketing majors only.
Credit : 3
Prerequisites :
BU 416
Note
NOTE: Marketing majors are strongly encouraged to participate in an internship (BU 487).
This program is ACBSP-accredited.
Your degree includes credits from Liberal Arts and Sciences Core, Major, and Electives.
A Marketing degree opens up a world of diverse and dynamic career opportunities. Graduates are equipped with essential skills in market research, consumer behavior, strategic planning, and digital marketing, making them valuable assets in various industries. Here are some potential career paths and further education opportunities for marketing graduates:
Career Opportunities:
- Marketing Manager: Develop and execute marketing strategies, manage campaigns, and analyze market trends to drive brand awareness and sales.
- Market Research Analyst: Collect and analyze data to understand market conditions, consumer preferences, and potential sales opportunities.
- Digital Marketing Specialist: Focus on online marketing strategies, including social media, email marketing, search engine optimization (SEO), and content marketing.
- Brand Manager: Oversee the development and maintenance of a brand’s image, ensuring consistency and positive perception in the market.
- Public Relations Specialist: Manage the public image of a company or organization, handle media relations, and create communication strategies.
- Sales Manager: Lead sales teams, develop sales strategies, and build strong customer relationships to meet sales targets
With a Marketing degree, graduates are well-prepared to pursue a variety of exciting career paths and advanced education opportunities. The skills and knowledge gained will enable them to excel in the ever-evolving field of marketing and make significant contributions to the success of organizations.
