Office of Programs and Academic Assessment (MC 103)
2630 University Hall
601 South Morgan Street
Chicago, IL 60607
March 24, 2014
TO: Ilene Harris, Chair
Senate Committee on Educational Policy
FROM: Dana Wright, Director for Academic Program Development
I am submitting for review and action by the Senate Committee on Educational Policy the attached Proposal to Establish Four Concentrations within the Bachelor of Science in Marketing: Marketing Research, Innovation and Product Management, Marketing Promotions and Communications, and Sales Leadership.
The proposal was approved by the Department of Managerial Studies on December 3, 2013 and the College of Business Administration Faculty on March 7, 2014.
ATTACHMENT
Title:
Proposal to Establish 4 Concentrations within the BS in Marketing: Marketing Research, Innovation and Product Management, Marketing Promotions and Communications, and Sales Leadership
Sponsor:
Department of Managerial Studies College of Business Administration
Executive Summary:
The Department of Managerial Studies is proposing to revise its BS in Marketing to include four concentrations:
Marketing Research
Innovation and Product Management
Marketing Promotions and Communications
Sales Leadership
The concentrations have been chosen based on existing faculty strengths and are focused in areas of job growth and demand over the next 10 years as documented in the Occupational Outlook Handbook published by the U.S. Bureau of Labor Statistics. The purpose of forming the concentrations is twofold:
to enhance the employment prospects for graduates
to focus curriculum planning for students
Currently, students must complete nine hours of elective credit within their major requirements. With the formation of concentrations, they will have the additional option of selecting these nine credit hours from within one of four areas of specialization. Once the requirements for the concentration have been met, the concentration will be recorded on the students’ transcripts along with their degree.
Description:
The Department of Managerial Studies is proposing to modify its undergraduate degree in marketing to offer four concentrations. A student will need to complete 3 courses (9 hours) to fulfill the requirements of a concentration. In cases where an elective can apply to more than one concentration, the same elective cannot be counted twice. A student will still earn a BS in Marketing even if s/he chooses to not take the elective credits within one concentration cluster.
The proposal to create four concentrations will not change the requirements for the degree or for graduation. Since students are already required to take three electives (9 hours) in their major to graduate, a concentration will simply enable them to focus their choice of electives in an area of specialization that will have the added benefit of
In order to form these concentrations, existing electives will be utilized, and five new courses will be developed. One of these courses, Digital and Social Media Marketing, has already been taught in fall 2013 as a MKTG 494 Special Topics course. Brand Management was taught in spring 2014, also as a MKTG 494 Special Topics course. Please note that courses related to the four concentrations do have prerequisites; however, the prerequisites are either requirements of the business core (earned by all undergraduate CBA students) or major requirements of the degree – so the
concentrations will be equally accessible to marketing students.
The five new courses being developed are:
1) MKTG 467 - Market and Business Intelligence
2) MKTG 468 - Advanced Marketing Research
3) MKTG 470 - Brand Management
4) MKTG 479 - Digital and Social Media Marketing
5) MKTG 481 - Sales Management
Below are the four proposed marketing concentrations:
1) Advanced Marketing Research:
All three courses below are required:
a) MKTG 460-- Marketing Analytics
b) MKTG 467--Market and Business Intelligence c) MKTG 468-- Advanced Marketing Research
2) Innovation and Product Management
Required Courses:
a) MKTG 477 – Interdisciplinary Product Development I
b) MKTG 478 - Interdisciplinary Product Development II
One additional course from the list below:
c) MKTG 470 – Brand Management
d) MKTG 475 – Product Management
3) Marketing Promotions and Communications Choose any three courses out of four:
a) MKTG 463 - Marketing Channels and E-Commerce b) MKTG 470 – Brand Management
c) MKTG 474 - Advertising and Sales Promotion d) MKTG 479 - Digital and Social Media Marketing
4) Sales Leadership Required course:
a) MKTG 481 - Sales Management
Choose any two additional courses from the list below: b) MKTG 452 – Principles of Retailing
c) MKTG 473 – The Personal Selling Effort in Marketing d) MKTG 476 – Business-to-Business Marketing
Justification:
Offering concentrations within the marketing degree corresponding to defined career paths should improve students’ employment prospects upon graduation. The College of Business Administration (CBA)’s Business Career Services has received feedback from employers that a concentration would strengthen a student’s resume and employment attractiveness because it demonstrates a cluster of specialized skills, knowledge, and interest. The primary research conducted by the Department through interviews with employers also supports this finding.
In addition to enhancing employment prospects, students who are interested in specializing in a particular area of marketing will find that a concentration map will facilitate planning their course schedules each semester.
We will be able to introduce concentrations without any change in major or graduation requirements.
Catalog Statement:
BS in Marketing SAME
Marketing involves several business activities that are performed in the process of getting goods and services from producer to the ultimate consumer. These activities include product
management, pricing, promotion, and distribution. The Bachelor of Science in Marketing provides students not only with an understanding of those activities that comprise marketing but also with the tools and concepts they will need to make sound decisions in the area.
Marketing involves several business activities that are performed in the process of getting goods and services from producer to the ultimate consumer. These activities include product
management, pricing, promotion, and distribution. The Bachelor of Science in Marketing provides students not only with
an understanding of those activities that comprise marketing but also with the tools and concepts they will need to make sound decisions in the area.
Thus, courses are provided in marketing
research, consumer behavior, analytical techniques in marketing, and marketing strategy to name a few. Several elective courses are also available to the student who desires a broader view of the area. The basic objective of the curriculum is to produce a student who has a sound understanding of theory and a keen sense of how to apply it in practice.
Thus, courses are provided in marketing research, consumer behavior, analytical techniques in marketing, and marketing strategy to name a few. Students are also able to choose among four concentrations depending upon their interests and career focus. The basic objective of the curriculum is to produce a student who has a sound understanding of theory and a keen sense of how to apply it in practice.
Degree Requirements—Marketing SAME
To earn a Bachelor of Science in
Marketing degree from UIC, students need to complete University, college, and department degree requirements. The Department of Managerial Studies degree requirements are outlined below. Students should consult the College of Business Administration section for additional degree requirements and college academic policies.
SAME
BS in Marketing Degree
Requirements
Hours
SAME
General and Basic Course
Requirements
48
Business Core
45
Major Requirements 18
Business Electives 9
Total Hours—BS in Marketing
120
General Course Requirements SAME
See General Course Requirements in
the College of Business
Administration section for the list of courses needed to meet this requirement.
SAME
Business Core SAME
See Business Core in the College of Business Administration section for the list of courses needed to meet this requirement.
SAME
Major Requirements SAME
Courses Hours
MKTG 461—Consumer
Market Behavior
3
MKTG 462—Marketing
Research
3
MKTG 465—Marketing
Management
3
Nine additional hours selected from among the non-required 400-level courses in Marketing, except MKTG 499— Independent Study in Marketing.
9
Total Hours—Major
Requirements
18
Students may choose to focus their nine
elective hours for their major within a given concentration. The same elective
cannot be counted toward more than one
concentration.
Students may also choose to complete the degree without a concentration. In this case, students may fulfill their 9 hour elective requirement by choosing any combination of marketing electives from within the Department of
Managerial Studies.
The Department of Managerial Studies offers the following four concentrations in marketing:
Concentration in Marketing Research
Courses (All three courses are required)
Hours
MKTG 460 – Marketing
Analytics
3
MKTG 467—Market and
Business Intelligence
3
MKTG 468—Advanced
Marketing Research
3
Concentration in Innovation and
Product Management:
Required Courses Hours MKTG 477 - Interdisciplinary
Product Development I
3
MKTG 478 - Interdisciplinary
Product Development II
3
Additional Courses (Choose one out of two)
MKTG 470 - Brand
Management
MKTG 475 – Product Management
3
3
Concentration in Marketing Promotions
and Communications
Courses (Choose three out of four)
Hours
MKTG 463 - Marketing
Channels and E-Commerce
3
MKTG 470–Brand
Management
3
MKTG 474 - Advertising and
Sales Promotion
3
MKTG 479 - Digital and Social
Media Marketing
3
Concentration in Sales Leadership
Required Course: Hours MKTG 481 - Sales
Management
3
Additional Courses: (choose two out of three)
MKTG 452 – Principles of
Retailing
3
MKTG 473 – The Personal
Selling Effort in Marketing
3
MKTG 476 – Business-to- Business Marketing
3
Business Electives SAME
Courses Hours
Nine hours from courses in the College of Business Administration. Students may choose ECON 221—
Macroeconomics in the World Economy: Theory and
9
courses at the 300- or 400- level.
Total Hours—Business
Electives
9
Minority Impact Statement:
The requested changes should have no negative impact on minority students. Program changes will be clarified for all students, and the value of transcripted concentrations will benefit all students as they apply for positions in the workforce.
Budgetary and Staff Implications:
The changes proposed in the new curriculum are not anticipated to affect the budget and staff because no changes are made to the major requirements or hours required for graduation. If growth in enrollment occurs due to the establishment of concentrations, capacity can be increased and financed through the increased revenue flowing to the department.
Library Resource Implications:
The establishment of concentrations for the BS in Marketing and the creation of five new courses will not place new or increased demands on library resources. M a t e r i a l s that may be used for new courses are from already present in library collections, or example, already subscribed journals such as the Journal of Marketing, Marketing News, and Harvard Business Review.
Space Implications:
No physical space changes are required.
Unit (e.g. department) approval date:
College (educational policy committee, faculty) approval dates:
December 3, 2013
March 7, 2014
Contact Person:
Cheryl Nakata, Department Head, Department of Managerial Studies cnakat1@uic.edu
Proposed Effective Date/Term:
Spring, 2015
