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Bachelor of Arts in Marketing
The Bachelor of Arts in Marketing was designed to prepare students to enter
the field of marketing by combining the necessary knowledge, tools, and skills
required in today’s world, while maintaining the traditions of critical thinking
and writing that are at the core of a liberal arts tradition. The curriculum
of the major provides students with a firm basis in the core conceptual
fields for a marketing professional, including the study of market dynamics
and consumer behavior theories, the comprehension of the marketing strategy
scope, and the specific operation fields such as product and service
management, communication and branding efforts, pricing decisions and
distribution/value chain/demand management.
Studying marketing at JCU will develop and amplify students’ teamwork,
leadership, decision-making, creativity, and communication skills in the
context of an international environment. This exposure to diversity provides
an ideal training ground for preparation to work in our global world.
Requirements for the Degree
All JCU undergraduates must complete general as well as Departmental curriculum requirements, which are outlined below.
A. The Proficiency Requirements
of the University in English, Mathematics, and Foreign Language.
B. The General Distribution Requirements
of the University in Humanities, Mathematics and Science, English, Fine Arts, and Social Sciences.
Additional Requirements
1. MA 198 Calculus I
2. FIN 201 Financial Accounting
3. FIN 202 Managerial Accounting
4. MA 208 Statistics I
5. MA 209 Statistics II
Core Curriculum Marketing majors must complete the Marketing Core,
a group of 10 courses that offer a firm grounding in key areas of marketing and management.
1. BUS 220 Business Communications
2. EC 201 Principles of Microeconomics
3. EC 202 Principles of Macroeconomics
4. FIN 301 Finance
5. MKT 301 Principles of Marketing
6. MKT 302 Service Marketing or MKT 304 New Product Management
7. MKT 305 Market and Marketing Research
8. MKT 310 Consumer Behaviour
9. MKT 320 Integrated Marketing Communications
10. MKT 490 Marketing Management
The University requires an overall minimum grade point average of 2.00 in all courses
taken at the University and no more than two grades lower than C- in core courses
required for the major.
Major Electives (4 courses)
Four additional courses from the following: upper division (300- or 400-level)
BUS, FIN, MGT, MKT, EC, COM and CS courses.
General Electives sufficient to give a total of 120 credits.
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